Our most successful campaigns follow this process. WE define goals, identify audiences, build creative and optimize the landing page experience BEFORE we try to spend your money on media.
By establishing our north star first, we can deliver a strategic, engaging and results oriented campaign, aligned to your client's target audiences and goals.
Our competitors push products, we supply strategy and a thoughtful process
This is the step where most agencies start. Before we prescribe a strategy, we start with the foundation of your business. Without a stable foundation, the strategy won't work.
Use the Full- Funnel Strategy Planning guideto create a omni-channel campaign that hits the your client's ideal customer. Make sure to tie what you learned in the discovery meeting to your strategy. The Funnel will help you map the customer journey out.
Launch and Assess Results
Now that we have our north star in place and a strategy that supports the clients business goals, it's time to launch.
It's important to meet with your clients monthly to ensure they stay confident about the strategy we built for them. Especially in the first 90 days while we are waiting for results.
Optimize performance
Monthly reporting meetings are important to touch base with your clients, but it's also an opportunity for you and the team to make changes based on the results you are seeing.
Define Goals & KPI's
Defining client goals and KPIs isn’t just a box to check — it’s the foundation for every successful strategy, campaign, and long-term relationship. Without it, everything else (budget, tactics, creative, reporting) becomes guesswork.
Even the best campaign will fail if it’s reaching the wrong people. Defining the right audience ensures that every marketing dollar, creative asset, and message works as hard as possible toward your client’s goals.
This is the step where most agencies start. Before we prescribe a strategy, we start with the foundation of your business. Without a stable foundation, the strategy won't work.
Use the Full- Funnel Strategy Planning guide to create a omni-channel campaign that hits the your client's ideal customer. Make sure to tie what you learned in the discovery meeting to your strategy. The Funnel will help you map the customer journey out.
Optimize Creative & Websites
Creative engages audiences, drives action and is THE key element at driving top and mid-funnel engagement. Good creative leads to web/landing page traffic.
Goals and target audiences help to define initial creative messaging, graphics and CTAs…..and further developed once campaign channels are selected.
The result, an integrated creative campaign, optimized by channel, that aligns messaging with target audience and campaign goals.
Case Study: Advising on Creative
GOOD, STRATEGIC CREATIVE MAKES ALL THE DIFFERENCE.
Aligning the client's creative to their goals and audience.
This isn’t bad creative, but it’s not good.
The goal is to drive student applications.
The image and headline does not speak to the target audience (potential students).
The overall ad experience is busy, unclear and disconnected from the audience (prospective students) and goals (driving applications).
Creative engages audiences, drives action and is THE key element at driving top and mid-funnel engagement. Good creative leads to web/landing page traffic. Goals and target audiences help to define initial creative messaging, graphics and CTAs…..and further developed once campaign channels are selected. The result, an integrated creative campaign, optimized by channel, that aligns messaging with target audience and campaign goals.
This is WAY better!
The goal is to drive student applications.
Students in the ads resonates with the target audience.
This client’s audience cares about cost, location, career advancement and life improvement. The messaging is direct, and addresses audience concerns right away. The locations are listed right in the ad.
Multiple versions of creative can be targeted to specific geos to increase relevancy and provide a/b testing scenarios.
CTA: ‘Register Now’ vs. ‘Apply today’…..’Register’ suggests actively taking steps in the process, it’s a foregone conclusion for the audience that they are taking the next step to advance their career, become more successful, can afford the education…..”apply today” implies a stop down in the process. Applying requires acceptance. “register” removes a psychological barrier for the audience.
When we take that process and apply it to an entire campaign, the result is an integrated campaign, with ads and messaging optimized by channel, targeting the right audience.
Key Takeaways:
Creative engages audiences, drives action and is THE key element at driving top and mid-funnel engagement. Good creative leads to web/landing page traffic.
Goals and target audiences help to define initial creative messaging, graphics and CTAs…..and further developed once campaign channels are selected.
The result, an integrated creative campaign, optimized by channel, that aligns messaging with target audience and campaign goals
Looking for Creative inspiration for your clients? Check our Creative Team's portfolio site!
Why Website/landing page experience matters. Websites and landing pages capture the traffic generated from campaigns. It’s the 24/7 salesperson for the business.
A bad experience limits conversions and is detrimental to the success of the campaign.
An optimized web experience maximizes conversions and ROI from paid and organic traffic.
3
The number seconds in which a new website already in progress is completed
30
%
The amount of business approximately done online
43
%
Of small businesses plan to invest in their website performance.
89.99
%
Of global traffic comes from Google.
53
%
Of users won't wait longer than 3 seconds for a site to load
40
%
Of consumers have abandoned over $100 per cart due to poor website experiences.
A “good” website isn’t enough anymore.
To attract, convert, and keep customers, your client needs a great website, one that’s built strategically, not just styled with a template. Here's some tips on how our client's can take a website from good to great!
Looks Good + Works Great
The site should look clean, professional, and on-brand.
It needs to load fast, be bug-free, and work on every page, because every click could be a customer’s first impression.
Think: design + functionality = trust.
Sales angle: “We make sure your website not only looks amazing but actually works flawlessly for your visitors.”
Easy to Use
Visitors should find what they need fast.
Clear menus, simple navigation, and logical flow help people stay longer and convert.
No dead ends, always give visitors somewhere to go next.
Sales angle:“We design your site so customers don’t get lost, they find what they need and take action.”
Fresh, Quality Content
Content should be clear, relevant, and updated regularly.
Write in plain language that connects with real people, not corporate buzzwords.
Blogs and updates improve SEO and show the business is active.
Sales angle:“We help you keep your content fresh and engaging so customers, and Google, keep coming back.”
Easy to Contact
Make it effortless for visitors to reach out.
Include phone, email, social links, and even a map.
Contact info should be visible on every page.
Sales angle: “We make sure your customers never have to hunt for your phone number or email.”
Strong Calls to Action (CTAs)
Every page should tell the visitor what to do next, call, sign up, download, or follow.
Without clear CTAs, people just… leave.
Sales angle:“We build in strong calls to action so visitors know exactly how to connect with your business.”
Built for SEO + Social
Keywords that real people search for
Meta tags and image alt text
Clean, optimized code
Sales angle:“We make sure your site is easy for people, and search engines, to find.”
More Resources
To learn more about Prospecting with Websites check out the Additional Resources section!
By following the CMG process above, You and your client should have the following uncovered:
Defined goals
The right target audiences
Review of Creative
Audit of website and user experience
Now it's time to create a strategy using a Full Funnel Strategy!
Our solution set allows us to influence each stage of the funnel/customer journey. We can align with a client’s current marketing mix to help bolster their funnel strategy, or we can build one from scratch. It’s vital a customer has multiple channels that influence the customer journey. This can be as simple as a Paid social campaign paired with search and SEO.
Creative, CRO and analytics allow us to optimize for performance and engagement throughout the funnel. Strong creative drives engagement and web traffic across the funnel. An optimized website turns traffic into conversions. Analytics allows us to report on results and optimize across campaigns.
We can engage your audience multiple ways on multiple devices, this allows us to provide the reach and frequency necessary to generate engagement and web traffic. Our process is to sit down with our team and build a tailored
recommendation for you, but are there any specific channels or funnel stages you’re struggling with? Interested in? want to learn more about?
Launch & Assess Results
Now that we have our north star in place and a strategy that supports the clients business goals, it's time to launch.
It's important to meet with your clients monthly to ensure they stay confident about the strategy we built for them. Especially in the first 90 days while we are waiting for results.
Pro-Tip
Set re-recurring reporting meetings a few months out once you close the deal. Always confirm your appointments and take note of their coffee order!
Optimize Performance
Launching a campaign is just the beginning. Optimization is where performance is earned — it’s how we turn good campaigns into great ones and prove to clients that their investment is driving measurable improvement.
We need a mix of tactics to truly influence customer results. Awareness tactics drive search behavior. Consumers see an ad, then go to google and search for the brand or service or product.
SELL TO THE OPPORTUNITY: If a client has a PPC partner already, and they’re happy, great! Let’s augment those results by layering in additional channels targeting the right audience with awesome creative. Just set the expectation that PPC is going to show a lift, primarily in branded search.
