First, the questions
Who needs your product or service? How do they need it (versus how you much you want them to have it)? How does it make their lives better or their work easier? What are your business goals (you do have a business plan, right)? Who are your
competitors and what makes you better?
The transition
These are just a few of the
questions we will answer together to identify key messages that set you
apart and a communications strategy that will give you the advantage in
your competitive field. Sometimes I'll tell you to take the traditional route. More often these days, you have to take it to the Web. I've done both; so how do we get you there?
The Web
Beginning with analytics through key word and key phrase searches, next
step is finding your audience and the online communities where they
gather. Then
we go for traffic: search engine optimization for higher page rankings,
full-page reads, original click-throughs. Search engine marketing for
lead generation, sales, revenue.
What else? Depending on your needs, a blog, YouTube channel, video
postings, webinars, surveys, resources and offerings that keep your
audience coming back.
The Words
Sometimes you have
more to say than you need to. Sometimes you need to say not what makes
you great but how you make your customer better. Often, you'd rather
stick to what you do best than worry about the words. I'll string
together the right words to convey, clarify, and/or simplify
complex ideas. For 25 years, I've managed to make it look easy to
businesses,
causes, and publishers