Marketing Strategy and Implementation

Why do you need marketing?

Let’s cover ideas of company growth before getting into marketing strategy.

  • Lift (increase) buyer transactions
  • Rise transaction Average Order Value (AOV)
  • Boost repeat buyer transactions
  • Get buyers to re-order, more frequently

How does marketing strategy work?

XWebNow is a transparent operation. Here’s the current, general strategy steps.

  1. Define your goals and constraints.
  2. Identify Acquisition Channels.
  3. Create campaign assets.
  4. Set up funnel, event and conversion tracking.
  5. Implement on one primary channel.
  6. Analyze results and implement change.

How do you work with XWebNow?

Depends on budget or your tolerance to wait for organic growth if you’re cash short. See my DIY marketing resources if outsourcing marketing services puts you in a bind.

Depends on staff resources to work with a strategist and implementer.  Don’t take on a project if you can’t give timely feedback or provide quality materials.

Depends on your ideal client knowledge and documentation. If it’s in your head then expect cost and time to document your buyer persona.

Depends on your Four Fits

  • Market (your ideal buyer)
  • Your product/service (not all fit every channel)
  • Brand (Can you summarize it in 2 sentences.)
  • Your business model (Pricing structure, customer acquisition cost CAC goal)
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Is your Acquisition Model Product-Led or Channel-Led? And which Lane?

There are two ways companies acquire buyers at a high level: channel-led or product-led growth.

Product-led means your product or service has exceptional market fit or brand recognition. You may have a small but passionate market.


Companies using the channel-led model acquire customers with marketing and sales. Channels are methods to reach people. Google Search Ads, Facebook Ads, Organic Instagram campaign and Link building SEO are all channels.

Channels fall under the general categories of Acquisition Lanes; Paid advertising, Content publishing, Viral promotion and Direct Sales. 

 

Marketing services view of reality

Lead Generation is leveraging an acquisition lane

Even before Google launched AdWords around 2000, you had a lot of options for getting website traffic. Lead generation has always been straightforward. Use the platforms. SEO was evolving, but organic website traffic was the number one today.

What is Growth Marketing?

Even before Google launched AdWords around 2000, you had a lot of options for getting website traffic. Lead generation has always been straightforward. Use the platforms. SEO was evolving, but organic website traffic was the number one today.

What is a value proposition? Why create one and how?

Even before Google launched AdWords around 2000, you had a lot of options for getting website traffic. Lead generation has always been straightforward. Use the platforms. SEO was evolving, but organic website traffic was the number one today.

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49 Patterson Avenue, Winslow ME 04901