July 11, 2019
Components of a Lake One FieldGuide: What Your Digital Marketing Strategy Includes
When we create a digital marketing strategy for our clients, what we adoringly refer to as a FieldGuide, we pour hours into research and strategy. We heavily consider every piece we present in order to create a cohesive, targeted plan.
So what’s in a Lake One FieldGuide? We clearly lay out the action steps needed to elevate your marketing to target the modern buyer and hone in on your lead gen potential. Here are the elements your Lake One FieldGuide will include.
Step 1. Competitive Analysis
Competitive analysis can be viewed from two angles: qualitative & quantitative. One without the other, like most things in marketing, would paint an incomplete picture. Your Lake One FieldGuide will include analysis on both ends of the spectrum for up to three of your top competitors.
Qualitative Competitive Analysis:
What are your top three competitors up to? How well designed are their websites and are their sites created to move the user into conversions at every stage in the funnel? Additionally, what do their websites convey at first sight? We call this the Blink Test. Do you know what they do and what their differentiator is immediately or do you need to read heavy content and scrounge around the site to find out?
Quantitative Competitive Analysis:
What do the numbers say? Here we look at things like the competition’s traffic + sources, domain ratings, and backlinks. Without spending an inordinate amount of time, these numbers give insight into their marketing activity and authority. It’s also a good way to see, in a numerical fashion, how you stack up.
Step 2. Develop and Document 2-3 Personas
Before we get to the guts of your campaign, we need to understand who we will be targeting: your buyer persona. A persona is “a profile that represents your ideal customer.” We conduct research- online and offline- to understand who you’re talking to. We zero in on what their challenges are, what makes them change their purchasing behavior, and what barriers they experience. The point of this is to be able to develop a marketing strategy that addresses these elements.
We’ll create two or three personas to being. Later on, we’ll decide where to narrow the focus further once we’ve jointly considered ease of implementation, ability to get quick wins, and budget.
3. Keyword Research
Now that we know who your personas are, we want to know what they’re searching for and what the search volume landscape looks like for your product/service. We’ll use a few different tools to find niche keyword clusters that we’ll target via content. Our goal in this research is to find keywords and phrases with high search volume and low competition. IE- while it’d be fantastic to rank your retail shoe store for “women’s shoes”, you won’t have much luck beating Amazon and Zappos.
A Lake One FieldGuide includes keyword clusters that we can realistically target to get you ranking on relevant SERPs (search engine results pages).
4. Persona-centric Content Calendar
When we created your personas, we thought of their challenges, barriers, and drivers to change. Now, it’s time to pair those elements and questions with a content strategy.
Blog Campaign Topics
Personally, brainstorming blog topics is my favorite part of campaign planning. The number of blog ideas we generate will depend on the scale of your campaign and frequency of posting- whether we’ll be posting on your behalf twice a month or a few times a week.
Additionally, the number of personas will impact how many blogs topics we need. Each persona will have their own content strategy. The topics we select as part of your campaign will seek to answer the questions, pain points, and interests you unearthed in your persona research. In some cases, we’ll actually take their concerns and turn them directly into topics. Here’s an example. If your persona poses the question, “How do I lower healthcare costs for my company?” a great blog topic might be “5 Examples How to Lower your Company Healthcare Costs.” Additionally, blogs will be matched to your persona’s needs at every stage of the buyer’s journey: awareness, consideration, and decision.
The other things we consider when generating your blog campaign are the keywords and topic clusters we uncovered earlier in our keyword research. We’ll pair your persona’s needs with search data to create a 1-2-punch of stellar topics.
Offer Content Topics
Next up is pairing those blog topics with conversion opportunities in the form of content offers. We’ll propose 1-2 offers at each stage of the buyer’s journey. These offers are intended to boost your lead gen and provide value to your users. We might propose an offer in the format of a…
- Guide or eBook
- White paper, brochure, or sell sheet
- Content “Packet” that includes a mixture of the above in one offer
5. Persona Centered Lead Nurturing Sequences
Your FieldGuide at this point includes persona insights, keywords, and a killer content strategy. We’ll now present a plan to put all of that to work in nurturing sequences. What are those? You might know them as drip campaigns, workflows, or just as email marketing. When a user downloads one of your offers, we ideally want to enroll them into an email campaign that nurtures them along the funnel. A user who starts out by downloading an awareness offer would get a sequence of emails that nudge them into the consideration offer… and then into a decision offer… and then *fingers crossed* into being a customer.
So, included with your FieldGuide are examples of the type of sequencing we’d like to do for your key offers.
6. Persona Watering Holes and Digital PR Hitlist
The last part of your campaign will be some research on where your personas hang out- their watering holes if you will. What websites do they like to engage with and who might be their influencers. These insights will lead to the creation of our digital PR hitlist. For example, if your personas spend time on authoritative HR sites, we’ll add a few to our hitlist. When it’s time to execute the FieldGuide, we’ll reach out to these companies to do things like guest blogs in order to get in front of you personas where they already are. Furthermore, this strategy generates backlinks and bolsters SEO.
Let’s start a conversation on creating a FieldGuide for you. Request a consult.