Successful digital marketing requires a thorough and articulated process. At iQuantum we work closely with clients at every stage to ensure we achieve successful outcomes.
Many providers in this space offer a ‘sausage machine’ approach. We understand that every business is unique. The strategy and execution must reflect the brand personality and values. A sound strategy well executed will deliver exponential results.
We listen to you and find out what you are trying to achieve in your business. This is followed by an assessment of your current digital marketing assets. We then compare your assets with those of your competitors.
At this stage we also conduct research into the digital landscape of your category, analyse your existing media activities (online and offline) and talk to you about past strategies, current goals and where you are heading.
To do all this we have developed some pretty neat digital marketing software tools as well as proprietary methodology. Research is a combination of consultation with you and data we collect regarding what is happening online in your space.
When it comes to digital marketing, the art of strategy is choosing a unique and valuable position not taken by your competition. If prospects don’t have a brand specific and meaningful way to connect with you online, they will be forced to compare you with the competition based on price alone.
The goal of strategy is to create a connection with prospects and customers. You want prospects to see a clear and immediate reason to consider your offering. You want to develop long lasting loyalty among your existing customers.
Data analysis provides us clear insights into the digital marketing challenges and opportunities for your business. We create a realistic roadmap in order for you to achieve your objectives. This is done in consultation with you.
Since we are getting to the DNA of your business, we need to work closely with senior management. The strategic approach is welcomed as on obvious and sensible way to chart a course for success. There are two key outcomes we need to influence - Traffic and Connection.
Digital marketing assets need to be seen in order for them to have influence. For each business, we establish the most appropriate and cost effective method for driving traffic. There may be several, including (but not limited to): SEO, social media, pay per click advertising and email marketing.
Once you are visible to prospects (primarily by ‘pull’ rather than ‘push’ marketing) it is crucial to connect. This means providing valuable, meaningful content that is relevant to what your prospect is looking for. Content can be presented as text, video or sound, depending on the nature of your business and customer, budget and resources.
Why do we generally shudder when we see 'Welcome to our Website' as the opening line of a website? Visitors are not interested in you – they want to know what’s in it for them.
Using the research and analysis and your traffic and connection goals, we develop a Digital Marketing Strategy Document. This varies with every client. Some Strategy Documents are over 150 pages, others are just a few pages – each business is unique.
As with all professional services firms, we charge based on effort, the more work required, the more it costs. The consistent feedback we get is that it’s money well spent. The cost of starting over after a failed strategy is 10 to 100 times more.
How do we nail it?
We are a data driven company - our digital marketing strategies are based on research data. We base our advice on marketing principles that are in some cases over 100 years old.
The strategy we provide will be right for your business. When problems do occur, they are related to execution.
If you have an ordinary business that is the same as your competitors in every way - we will provide the best strategy for your situation; but we will also challenge you to take things somewhere else and achieve something you had not thought possible.
One of the key questions is - what online business or new business model would put you OUT OF BUSINESS (and how can you own it)?
We can work with your existing web developers, designers and content providers. We also have staff to provide a full range of digital marketing services if you don’t have providers or are looking for a change.
Implementation of the strategy is sometimes difficult to get right, especially for suppliers not used to our very precise methods. The biggest roadblock to successful digital marketing tends to be content. If your current digital assets are not performing, chances are the content is not engaging, it will need an overhaul and this needs to be driven by the strategy.
Building Digital Assets
We typically start with wire frames to flesh out the functionality and usability issues, then hand these off the designers. While designs are being worked on - we develop the copy brief and write the content. As part of the strategy we will have chosen the appropriate platform during our technology selection stage. Once the content and designs are finished, the developers build the digital asset - web site, fan page, portal, blog, mobile app, EDM (electronic direct mail) or whatever else is necessary.
Marketing Digital Assets
Once we have the assets in place it’s time to market. This can involve a variety of activities to attract the right visitors and will include:
Once we can get a payback on the investment, we can then look to ramp things up even more. The pace of technological change requires us to keep innovating.
So if we sound like the sort of firm you'd like to entrust with your digital marketing strategy and future, drop us a line and we'll see what we can do to skyrocket your business.