Maybe you work for a large corporation and have been tasked with developing next year’s marketing plan, or perhaps you are launching a new start-up and need to craft a plan from scratch. Maybe it’s been 20 years since you graduated from business school or wrote your last marketing plan, and realize that times have changed a bit. Whatever the case, the steps you take today to create a functional and straight forward marketing plan will lay the foundation for your year ahead, helping you to get results that are measurable and quantifiable.
Since costs are directly related to actual demand ... a smart tactic used to guard against budget waste is paying attention to what your competitors are doing. If a handful of firms dominate visibility for the highest volume keywords, it could be very expensive if not cost-prohibitive to overthrow them. In such cases, focusing on a larger number of smaller volume keywords could be the recipe for success. Also, keep in mind that online competitors may be completely different from traditional or perceived competitors. Firms sometime scoff at competitors with poor reputations that rank highly for important search terms. however, these secondary competitors are capturing demand (i.e., attracting clicks from searchers) – that could be, and perhaps should be, coming to you.

When you think about the marketing process it is quite easy to recognize that it does not only relates to the provider, it also relates directly to the customer. Marketing holds all of the tools and strategies used to entice a customer into buying or trying a product. If the marketing is successful then your company will gain value through the consumers purchase. An example of this is something as simple as cold calling. Cold calling is a very old marketing technique that simply requires you to dial a phone number and try to sell your product or a service to the person that answers the phone. Once you are live on the phone you use your sales pitch to try and sell the product. This is marketing. Advertising on billboards, magazines, television; all of these are part of the marketing process.


Mitosis Consulting provided full-cycle marketing support for an enterprise analytics platform. They developed marketing automation and sales CRM solutions to diversify their marketing approach and grew their in-house marketing team with strategic hiring suggestions to encourage self-sufficiency. The project achieved 305% monthly revenue growth over the course of the partnership.

Firms often grow complacent because they get lots of traffic from branded keywords such as “acme widget company.” However, branded keyword traffic is a given; google and other search engines will almost always give high rankings to company web pages when a company’s name is part of the search term. What really counts is how much traffic is generated from non-branded keywords — search terms people use when they’re looking for your stuff, but don’t know who you are, or don’t know you sell it. Increasing your share of non-branded keywords is the way to outperform the competition.
If you wanted to create a marketing agency 25+ years ago, the barrier to entry was colossal. With a primitive digital landscape, the overhead to create such an operation was daunting, and nearly impossible without initial investment. On top of the startup costs, you were limited to physical and traditional media and the headaches associated with all but fabricating something that resembled ROI for your clients. Being “in the red” for a very, very long time was inevitable.
The benefit of managing clients is that a lot of these aspects are taken care of before they get to you. However, having the experience of working on these things allows you the added value of actually knowing what you’re talking about when something they give you isn’t working. It also helps you deal with the pressure to deliver quality results because you have been there before...many times.
Tell Me Your Goal is a digital marketing agency based in New York. They were established in 2007, and have a two-person team of online marketing specialists that work with a variety of industries including business, financial, and legal services.  Their services include SEO, PPC campaign management, social media marketing, digital PR, and other essential internet marketing solutions. 

In a recent post, Bluetext Creative Director Jason Siegel described the differences between a top digital marketing companies, top marketing companies and top marketing agencies. The answer was in the range of services they provide. In this post, we’ll answer another frequently asked question: What’s the difference between a marketing firm and a marketing agency? This is more than a trivial question, and and it can be confusing. But here’s one reason why it is an important question to address: The term “marketing firms” (as well as “top marketing firms”) is by far the most widely used search term when looking for information on vendors that provide marketing services.
Unlike smaller digital advertising agencies, there is nothing cookie cutter about us. We create completely customized strategies based on your business goals and can easily pivot as your company scales and evolves. We also have a much more conservative pricing structure compared to large mega-agencies. We won’t tell you to blow all of your marketing dollars on a huge placement. Instead, we have an eye for ROI when advising you on how to spend your money.
If you don't know the difference between head terms and long-tail keywords, let me explain. Head terms are keywords phrases that are generally shorter and more generic -- they're typically just one to three words in length, depending on who you talk to. Long-tail keywords, on the other hand, are longer keyword phrases usually containing three or more words.
The classic quantification of a marketing plan appears in the form of budgets. Because these are so rigorously quantified, they are particularly important. They should, thus, represent an unequivocal projection of actions and expected results. What is more, they should be capable of being monitored accurately; and, indeed, performance against budget is the main (regular) management review process.
Repeat this exercise for as many topic buckets as you have. And remember, if you're having trouble coming up with relevant search terms, you can always head on over to your employees on the front lines -- like Sales or Services -- and ask them what types of terms their prospects and customers use, or common questions they have. Those are often great starting points for keyword research.
Firms often grow complacent because they get lots of traffic from branded keywords such as “acme widget company.” However, branded keyword traffic is a given; google and other search engines will almost always give high rankings to company web pages when a company’s name is part of the search term. What really counts is how much traffic is generated from non-branded keywords — search terms people use when they’re looking for your stuff, but don’t know who you are, or don’t know you sell it. Increasing your share of non-branded keywords is the way to outperform the competition.

HUNTER is a digital marketing and online optimization agency located in New York, NY. Founded in 2010, HUNTER is expert in SEO, PPC, social media marketing, digital strategy, and conversion optimization. The team of nearly 10 employees works with businesses ranging from e-commerce retailers to start-ups to established brands. They're committed to supplying clients with the digital marketing techniques that get the results they need to succeed and stand out in a crowded, competitive environment.
As among San Francisco’s leading plastic surgeons, Dr. Dino Elyassnia required a website that would display his commanding authority and expertise while still creating a warm, inviting atmosphere that mirrored his compassionate demeanor. The result was classically minimalist, yet edgy and modern, capturing the sophisticated, discerning clients Dino was seeking.
SapientRazorfish was created in 2016 when Publicis Groupe merged SapientNitro and Razorfish, creating a new breed of agency that leverages digital, marketing, strategy and technology to help their partners reimagine their business. They also take advantage of other agencies in the SapientRazorfish ecosystem like SecondStory, Emerging Experiences, Campfire and The Community to further help their clients. SapientRazorfish has more than 12,000 employees in 70 offices around the globe. Learn more.

If you're a regular blogger, these are probably the topics you blog about most frequently. Or perhaps they're the topics that come up the most in sales conversations. Put yourself in the shoes of your buyer personas -- what types of topics would your target audience search that you'd want your business to get found for? If you were a company like HubSpot, for example -- selling marketing software (which happens to have some awesome SEO tools ... but I digress ;-) -- you might have general topic buckets like "inbound marketing," "blogging," "email marketing," "lead generation," "SEO," "social media," "marketing analytics," and "marketing automation."
As you search, cut and paste the results into a spreadsheet. (I have found that in Excel it works best to copy the results from the Overture Keyword Tool and then using paste special and then paste as text.) Once you have done this for 2-3 key terms, you should have a spreadsheet with 200 or 300 rows. To analyze the results and make them useful for your business, you need to figure out which terms are the best ones for your company to focus on. To do this, try the following steps:
Maybe you work for a large corporation and have been tasked with developing next year’s marketing plan, or perhaps you are launching a new start-up and need to craft a plan from scratch. Maybe it’s been 20 years since you graduated from business school or wrote your last marketing plan, and realize that times have changed a bit. Whatever the case, the steps you take today to create a functional and straight forward marketing plan will lay the foundation for your year ahead, helping you to get results that are measurable and quantifiable.

ACQ5 Awards: Strategic Communications Agency of the Year 2017, Gamechanger of the Year 2017, CV Magazine Awards: New York Marketing and Advertisement Entrepreneur, Northeast US Most Innovative Marketing and Advertising President, Davey Awards: Content and Marketing Branded Social Campaign, Game Marketing Summit: Outstanding Overall Marketing Campaign 2016, Overall Mobile Campaign 2016, Outstanding Overall Advertising Campaign 2016, Pro Awards: Best Campaign Targeting Millennials 2016, Best Use of Social/Viral Marketing in a Campaign 2016
DigitasLBi was formed in 2013 when Publicis Groupe merged LBi, a marketing technology agency, and Digitas to create a digital agency that blends data with great storytelling. With a strong presence in North America, Europe, Asia and the Middle East, DigitasLBi has produced award winning work for Disney, Playstation, Dunkin’ Donuts, Whirlpool and more. See their online portfolio here.

Adobe. Few software companies survived and thrived through Microsoft's (MSFT) predatory onslaught: IBM/Lotus, Oracle (ORCL), Apple, SAP (SAP), and Adobe (ADBE). Somehow, this relatively small company has come up with products that practically every "knowledge worker" needs to use on a daily basis. It should come as no surprise that its current marketing chief, Ann Lewnes, launched Intel's (INTC) vaunted Pentium product brand and managed the "Intel Inside" program. Also, its founders are great guys.
“Wpromote understands the meaning of what a true partnership is. They've developed and managed many facets of our digital marketing efforts which we would not be able to do internally. They're intelligent, savvy and intuitive. They understand our goals and have helped guide decisions for us to grow the brand, the business - the revenue. They're leaders in their industry.”

Foote, Cone & Belding rebranded from Draftfcb in 2014 after Draft Worldwide and FCB merged in 2006. Now as FCB, the agency is a global, fully integrated marketing communications company that aims to change consumer behavior to the benefit of its clients, its people and society. Owned by Interpublic Group, FCB has worked with Clorox, Levi’s, Dockers, Michelob ULTRA and more.

Understanding which websites already rank for your keyword gives you valuable insight into the competition, and also how hard it will be to rank for the given term. Are there search advertisements running along the top and right-hand side of the organic results? Typically, many search ads means a high-value keyword, and multiple search ads above the organic results often means a highly lucrative and directly conversion-prone keyword.


MTA Digital provided assistance in driving site traffic and increasing conversion rates for a tourism agency. MTA started by auditing the agency's current SEO and AdWords practices with analytics tracking. MTA then restructured the client's website, content marketing, and brought in backlinks from other websites. As a result, ROI for paid ads has risen and the cost-per-conversion is up from the previous year.
Cardinal Digital Marketing partnered with another full-service agency in need of SEO, web design, web development, and digital marketing support. They assisted the full-service agency's clients with a range of services, including social media marketing, web design, reputation management, and analytics. Their work has allowed the full-service agency to serve more clients and achieve significant growth.
The purpose of a marketing budget is to pull together all the revenues and costs involved in marketing into one comprehensive document. The budget is a managerial tool that balances what is needed to be spent against what can be afforded, and helps make choices about priorities. A budget can further be used to measure a business's performance in the general trends of a business's spending.
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