What’s funny about the popularity of Mad Men – a show that many claim to love yet never seem to actually watch – is that it depicts agency life during a completely different era of advertising. Imagine a show about AdWords? A live feed of marketers bidding on keywords with some character profiles peppered in there? Talk about content. And, no – it wouldn’t be called AdMen.

There are several types of marketing firms, and hiring the wrong one can result in a loss of money and time. It’s also important to consider budget constraints. A company should not hire a marketing firm that is beyond its budget, but it should also use caution if it chooses a less expensive (and likely less qualified) firm that may not be capable of delivering the goods.  
When Shane Snow started promoting his new book Dream Team, he knew he had to leverage a data-driven content strategy framework. So he chose his favorite one: the content strategy waterfall, which is defined by Economic Times as a model used to create a system with a linear and sequential approach. To get a better idea of what this means, take a look at the diagram below:
If you're struggling to think of more keywords people might be searching about a specific topic, go to Google.com and take a look at the related search terms that appear when you plug in a keyword. When you type in your phrase and scroll to the bottom of Google's results, you'll notice some suggestions for searches related to your original input. These keywords can spark ideas for other keywords you may want to take into consideration.
I like to use Open Site Explorer as a way to check out what my competitors are doing with their SEO. Moz allows you to find out what external links your competitors are getting. This can give you incredibly valuable insight as to what their content strategy is like, or if they even have one in the first place, and potentially where they’re advertising online.
Nobody can predict the future, which is why it is vital to remember that your marketing plan should be a living, working document. This is not a style book, a brand handbook or a book on company policy. A marketing plan should be a reference that is used throughout the year, is malleable to a certain extent and is shared with all stakeholders and contributing members of the team. Transparency is important when developing and finalizing the plan. By getting feedback from all departments and being clear on goals, your marketing plan is more likely to be of value and to be seen as a successful tool.
Score each term on relevance to your business. Go through each row of the spreadsheet and score each search term on how relevant to your business it is in a new column called Relevance. I like to use a 1 to 5 scale, with 5 being the most relevant for my business. For example, I would give the term small business internet marketing a score of 5, while just the term marketing would probably get a 3 score, and the terms lead crystal, lead singer and lead acid should all get scored as a 1. These are all related to the word spelled l-e-a-d, but are not related to the word lead as I mean it, which is as a sales or marketing lead. The way I like to think about this is for the people searching on that term you are scoring, how likely is it that they will convert to a customer when they visit your website. A score of 1 means your business is not relevant to the person searching, a score of 5 means it is the perfect business for them.

The final stage of any marketing planning process is to establish targets (or standards) so that progress can be monitored. Accordingly, it is important to put both quantities and timescales into the marketing objectives (for example, to capture 20 percent by value of the market within two years) and into the corresponding strategies. Marketers must be ready to update and adapt marketing plans at any time. The marketing plan should define how progress towards objectives will be measured. Managers typically use budgets, schedules and marketing metrics for monitoring and evaluating results. With budget, they can compare planned expenditures with actual expenditures for given period. Schedules allow management to see when tasks were supposed to be completed and when they actually were. Marketing metrics tracks actual outcomes of marketing programs to see whether the company is moving forward towards its objectives (P. Kotler, K.L. Keller).
Having tactical plans and calendars gives life to your ideas and strategy. Try focusing on 4 or 5 main tactics for the year and create execution plans around these tactics. Keep in mind that your tactics may or may not be the same as your goals. If your goals are high-level, i.e. to increase traffic by 50%, then your tactic would drill down more on how to get that result — and be as the name implies, more tactical.

Here is an important aspect to consider every time – or maybe six aspects: it’s called PESTEL and stands for the political, economic, social, technological, environmental, and legal aspect of the target market. A few years back it used to be just PEST analysis, but recently, there has been increasing pressure to upgrade with Environmental and Legal aspects as well.


Though each company organizes its marketing team based on its unique culture, budget, and expected outcomes, you can choose from three general approaches to take: do-it-yourself (DIY), in-house, or outsourced. Each one has pros, cons, and cost variations to consider and thoroughly evaluate before making the best choice for your company. Often, the ideal approach is a hybrid one that optimizes existing resources and areas of expertise (such as technical content development) and focuses outsourced efforts on marketing gaps.
Ironpaper is a digital marketing agency based in NYC. We specialize in multi-channel, integrated marketing, including SEO, PPC, PR, social and content. Our capabilities with web design, technology, marketing and integrated digital strategy make us a trusted partner for business and enterprise campaigns. Our methodology allows us to blend both digital campaigns with traditional marketing to deliver the right marketing mix. 
After all the heavy lifting is complete, your strategy is in place and you have begun pulling together and implementing your tactical plans, it’s time to measure. In fact, even before you have implemented your strategy you should be measuring to establish your baseline. What have you done in the past and what were the results? How can those strategies shift to improve ROI? Measurement should be done before, during and after — throughout the year, on a monthly or even weekly basis — to ensure your plans are showing positive results and to shift them if they’re not.

Your tactics section should include all the actionable steps you plan to take for advertising, public relations, direct mail, trade shows and special promotions. You can use a paper calendar to schedule your tactics or use a contact manager or spreadsheet program--what matters most is that you stick to your schedule and follow through. A plan on paper is only useful if it's put into action.


To bring some clarity to the global agency marketplace, Agency Spotter has put together the 50 largest marketing agencies according to estimated yearly revenue. This list represents the 50 biggest agencies and not the agency networks or groups like WPP, Publicis Group, Dentsu Inc, Interpublic, and Omnicom Group. If you’re looking to find your next marketing partner, keep in mind that the most helpful agency may not be the biggest or most well-known one your budget can afford you… Thankfully, Agency Spotter allows you to search for an agency by size.
As we have already established, the content you create is important to your strategy but it is only useful if it finds its way into the right hands. SEO is what Google and other search engines use to index your pages and allow your content to be found by your prospective customers. In a digital world, SEO is hugely important. You could think about it as another distribution channel with a whole different set of rules.
The executive summary is a small, summarized version of your marketing plan. The main objective is it to briefly list and describe all relevant components. Keep in mind that most executives who’ll read your marketing plan won’t have the time to read the full document. Therefore, you need to make sure that they’re immediately getting the full picture.

Fearless Media is a full-service digital marketing agency located in New York, NY. The team of nearly 20 employees provides social media marketing, advertising, media planning and buying, SEO, PPC, and email marketing to businesses in the entertainment, retail, education, and technology industries. Founded in 2009, Fearless Media works collaboratively with clients develop marketing strategies, drive revenue, and execute campaigns that lead to success.
The plan should cover one year. For small companies, this is often the best way to think about marketing. Things change, people leave, markets evolve, customers come and go. Later on we suggest creating a section of your plan that addresses the medium-term future--two to four years down the road. But the bulk of your plan should focus on the coming year.
When an indoor trampoline park needed a social media campaign to market its grand opening, they hired LYFE Marketing to create Facebook and Instagram profiles and a business website. LYFE Marketing not only developed a social media strategy for the trampoline park but also set up and managed social advertising. These efforts helped the trampoline park attract over 500,000 visitors to their social media profiles.
JPL is one of the Mid-Atlantic’s largest integrated marketing agencies. We provide strategy and execution in four core practice areas: brand & integrated marketing, digital, content creation and employee engagement & internal communications. We are a member of the American Association of Advertising Agencies (4A’s) and a 17-time Best Place to Work in PA.

We understand that some businesses don’t want to fork out thousands of dollars instantly to firms claiming they have everything you need. With our affordable internet marketing services you’ll get a chance to see exactly what internet marketing can do for you and your business without the expensive rates that often come with many internet marketing firms.

"...compare Local Search Masters to the other interactive agencies, and then look at what they’ve done with the success they’ve had with our franchise. You’re going to find that they compare very well in pricing, they’re transparent, and they have great customer service. I highly recommend them to anyone looking for an interactive agency." – Owner, Massage Franchise


FleishmanHillard is one of the world’s three biggest PR firms and is a member of Omnicom Public Relations Group. Founded in 1946 by Alfred Fleishman and Bob Hillard, the St. Louis born agency provides reputation management, public affairs, brand marketing, digital strategy, social engagement and content strategy services. They currently serve as PR agency of record for Bose, GM, Russell Stover, Western Union and more.
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
Unlike any advertising agency, The Marketing Company is a brand-marketing firm whose approach is more like that of a fully-integrated marketing department. This means not only creating and developing marketing messages to be distributed among all selected media and managing those messages, but also making sure that the messages and promises can be delivered. This means working with management and staff to ensure every detail of “the experience” a client or customer may have meets and delivers on any promises made via the creative process.
You probably know the profile of your most valuable prospects and the sales process your company uses to convert them from leads to opportunities to customers. However, as your company grows, you won’t know each prospect’s unique situation, and one message won’t work for all. You’ll need to customize your marketing approach by creating buyer personas.

Website design is more than just a pretty page. Your website is often the first impression your prospects will get of your company. That means that your website has to be more than pretty (that helps), it needs to be clear and functional. If your site is cluttered and hard to navigate you will automatically lose potential buyers. Just think about the last time you went to a poorly designed and over cluttered site. Did you stay long? Did you get an immediate impression of that company? Similarly, if visitors can’t tell what you sell or what your value proposition is, they will leave. All it takes is the click of a button and they are on to the next provider. There’s often a direct correlation made that if your website is hard to work with, your company must be hard to work with.

When you’re just starting out this may not be the best option as you will want to grow your network, but over time you will realize that having larger clients is far more beneficial to you for a number of reasons. The downside is if you decide to conduct business fully on a percentage of spend model because there are many internal factors within businesses that are going to dictate budget. Some of these factors are within your control (results) but many others are not (internal decisions, seasonality, other costs). You don’t want to get into a situation where your client is spending a very small amount per month and you are only getting 10% of that with the expectation of being on calls and putting the time into it.
Googles Keyword Tool is a little bit different because it does not give you the total number of searches, it just tells you if the search activity is low or high on a 1 to 5 scale. But, it has another useful tool that allows you to put in your website (or a competitors website) and then it will analyze the site and spit out keywords that are related to the site. This part of the tool is useful if you dont really know where to start on finding keywords.
J. Walter Thompson is the world’s best-known marketing agency and has been building creative solutions that make enduring brands for more than 150 years. A true global agency, JWT has more than 200 offices in over 90 countries with nearly 10,000 employees. The WPP agency is agency of record for Church’s Chicken, U.S. Marine Corps, Subway and KPMG to name a few. Learn more.
Google and other search engines report the search volume for all search terms, enabling firms to gauge the relative popularity of keywords relevant to their business. If the search term “inexpensive industrial widgets” is used 10,000 times a month and the term “high quality industrial widgets” is used 1,000 times a month, we know that “inexpensive” has ten times the online demand of “high quality.”
Founded in 2008, Maxus is a global media agency part of WPP’s GroupM, the world’€™s largest media investment management group. Maxus is one of the fastest growing media agency for six consecutive years with over 3,000 employees, 70 offices in 55 countries. They are currently serving as media agency of record for Jet, OLX and Huawei. Maxus will be merging with fellow GroupM agency, MEC, to create a new agency called WAVEMAKER. Learn more about Maxus.
Now that you’ve created your marketing goals and have a budget, you are ready to develop your activity plan, also known as a marketing communications plan. The most effective way to approach turning your marketing strategy into an execution plan is by using a campaign structure. You can think of campaigns as buckets of activities focused on a common theme or goal.
• Manages the development, recommendation and implementation of programs for new and/or enhanced retail in Canada to drive new accounts, liabilities and revenue, promote business growth, maintain market competitiveness, expand customer relationships, meet customer needs and maximize contribution to economic profit (products managed include: Term Deposits, GICs, RRIF, Chequing Accounts, Savings Accounts).

Samsung. The Korean company has slowly and steadily grown to become a premier consumer electronics brand. It used to have annual strategy sessions where all its top executives got to spend time with the best competitive products they were up against from the likes of Sony (SNE), Nokia (NOK), Panasonic (PC), and Apple. I don't know if it still does that, but from day one, Samsung eschewed the traditional technology-driven Asian model in favor of becoming a market-driven and market-leading company.
One of the main purposes of developing a marketing plan is to set the company on a specific path in marketing. The marketing goals normally aligns itself to the broader company objectives. For example, a new company looking to grow their business will generally have a marketing plan that emphasizes strategies to increase their customer base.[4] Acquiring marketing share, increasing customer awareness, and building a favorable business image are some of the objectives that can be related to marketing planning. The marketing plan also helps layout the necessary budget and resources needed to achieve the goals stated in the marketing plan. The marketing plan shows what the company is intended to accomplish within the budget and also to make it possible for company executives to assess potential return on the investment of marketing dollars. Different aspects of the marketing plan relate to accountability.[4] The marketing plan is a general responsibility from company leaders and the marketing staff to take the company in a specific direction. After the strategies are laid out and the tasks are developed, each task is assigned to a person or a team for implementation. The assigned roles allows companies to keep track of their milestones and communicate with the teams during the implementation process. Having a marketing plan helps company leaders to develop and keep an eye on the expectations for their functional areas. For example, if a company's marketing plan goal is to increase sales growth then the company leaders may have to increase their sales staff in stores to help generate more sales.[4]
×