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Attract Your Ideal Customer

The other afternoon a gigantic YellowBook was delivered to our company. One of our employees set it on the front table and there it stayed for two days before it hit the bottom of the recycling bin. Never opened, never used. A poor tree sacrificed for nothing.

With today’s easy access to information, searching through a thousand-page book to find the best local hardware store is no longer the most appealing or convenient option. My iPhone has a great app that, with a simple touch, gives me a list of all the hardware stores within any distance I choose — and I can access this information from anywhere. The YellowBook can’t do that. Therefore, in the recycling bin it goes. Chances are you feel the very same way.

*According to a recent research study conducted by Pew Research Center, 91%
of adult internet users use a search engine to find information and 78% look for information online about a service or product they are thinking of buying.

So the question is—when these adults are searching for this information, are they finding your brand or your competitor’s? And once they find your brand, what happens next?

The following are five steps your business can take to be sure your brand is being found and engaged when your customers come calling for products and services such as yours.

1) Build an online presence on your own “land”

In a recent study conducted by Ad-ology, 46% of small businesses surveyed said they did not have a website. Another survey of more than 700 client-side and agency digital marketers in association with RedEye found that two-thirds of companies have yet to optimize their website for mobile applications.

We often hear from businesses that they do not need to invest in a website because they have a thriving Facebook page that has great customer interaction. Although Facebook is a great customer engagement and communication platform, any social media platform should be used as an “in addition to” rather than an “instead of.”

There is a simple reason for our thought on this. Many companies are under the impression that they “own” their company Facebook page, but in reality, companies are simply renting that space; that space can be taken from them at any moment (read your Facebook terms). Facebook is constantly changing the way their pages function, look and how visitors can interact with them. You are not in control of that – which means if your Facebook page is your only source of online communication with your customers, you are not in control of that either.

Would you build your home on rented land? No.
I would say the same goes for building a business.
Don’t place your sole web presence on a platform that you do not own nor completely control.

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Has Your Business Been Impacted By COVID-19?

Organic Social Media Management

Learn how to effectively use social media to build your brand and cultivate a loyal fan base.

This consultation includes the following components:

Interview: Element212 will review:

  • Your current social media platforms
  • Competitive analysis
  • Target market analysis

Recommendations:

  • Social media posting strategy
  • Content overview strategy
  • Strategy evaluation
  • Develop followers
  • Tools & Resource recommendations
  • Quarterly review
  • Consistent branding across social media platforms

Search Engine Optimization (SEO)

Learn how to optimize your website and improve your website’s ranking in search engines such as Google.

This consultation includes the following components:

Approach: Element212 will provide:

  • Keyword selection strategy
  • Step-by-step instructions to maximize on-site optimization for your content
  • Tips on where to place and link keywords on your website
  • 2 high-quality backlinks

Recommendations: You will receive:

  • An actionable strategy for improving on-site and off-site SEO
  • 3 & 6 month check in and recommendations

Full Brand InsightsTM Research

Duration: 7-9 Weeks

We’ll take an in-depth look at your brand, communications & buyer’s journey to devise a comprehensive marketing strategy that works.

This consultation includes the following components:

Interview: One-on-one interviews with team members & customers or clients to uncover:

  • Company S.W.O.T.
  • Company Goals
  • Internal/external perspectives
  • Brand perception gaps
  • Customer persona
  • Differentiators
  • Internal & External expectations
  • Customer buyer’s journey
  • Perceived value and benefits
  • High value

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website
  • SEO
  • Content

Report & Recommendations: In-depth overview of your customer’s and team member’s brand perceptions along with a comprehensive marketing strategy and a Gantt timeline for the following:

  • Integrated marketing communications
  • Ongoing marketing messaging
  • Website audit
  • Brand positioning
  • Digital advertising

General Marketing Strategy

Duration: 14 days

Ready to step up your marketing? We’ll identify opportunities and develop a plan that capitalizes on those findings.

This consultation includes the following components:

Interview: Half-day team interview to uncover:

  • Company growth goals
  • Company S.W.O.T.
  • Brand expectations & voice
  • Company differentiators

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website audit
  • SEO audit
  • Content audit

Report & Recommendations: Data gathered to bridge the gap between customer & company perspectives with insights to shorten the sales cycle. This report includes marketing strategy recommendations and a Gantt timeline for the following: Website Social media Print marketing Digital advertising Public Relations

Agile Brand InsightsTM Research

Duration: 5 days

We’ll take a look at your brand and identify opportunities for the advancement of your marketing efforts.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online customer & team surveys

Analysis: Current marketing strategy

Report & Recommendations:
High-level overview of your customers’ & team members’ brand perceptions along with marketing strategy recommendations and a Gantt timeline.

Buyer's Journey Research

Duration: 3 days

We’ll help identify your customers’ buyer’s journey and how you can influence their purchasing decisions.

This consultation includes the following components:

Interview: Up to 10 customer interviews

Survey: Online quantitative customer survey

Analysis: Secret Shopping (when applicable)

Report & Recommendations: Insights into the decision-making process your customers go through when researching, considering, and ultimately deciding where they make their purchase. This report also includes marketing recommendations along with a Gannt timeline.

Internal Team Communications

Duration: 7 days

Let’s take a look at your team’s internal and external communication processes and identify opportunities for improvement.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online anonymous team survey

Analysis: Secret shopping (when applicable)

Report & Recommendations: Insights report showing gaps and opportunities for internal communications & processes and marketing recommendations with a Gantt timeline.