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Module One - Define Your Value

The value you bring to your customers is the key to module one. You’ll begin by researching what your competitors are saying and doing online. Reviewing competitor websites is a great way to learn how to define your own value to your customers. 

The next step is to understand who your target customers are. You’ll learn how to research who they are and what their challenges and aspirations are. You’ll learn where they go online for information, and which social media platforms they spend time on.

Then you’ll switch to your differentiators. You’ll define the things that make your business unique. Why you are better than your competitors. And finally, you’ll develop a clear statement of the value you bring to your customers.  


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Module Two - Help Prospects Become Customers

In the second module you’ll focus on keywords, messaging and a content plan. Keywords are words or phrases that people use to find solutions to their problems. You want your company website to come up in the search results on Google! To do this you need to research keywords. 

Next, you’ll look at your messaging. Messaging builds on your differentiation from module one. Messaging is how you convince your target customers to become actual customers. 

The final part of module two is to define the kind of content that will bring visitors and prospects to your website. Sharing helpful content builds trust with your prospects. You’ll plan your content based on your target customers, your differentiators, and your keywords.


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Module Three - Consistency

The final module in your marketing strategy is to make sure all the building blocks from module one and two are pulled together in a consistent online strategy. 

First, you’ll analyze your brand. Your brand is more than your logo. It’s the images, colors and fonts you use, your tag line, even the tone of voice you use in your copy. All these elements are informed by who you’re selling to (target customer), the value you create for your customers, and the things that make you different and better than your competitors (differentiators).

Next, you’ll create the structure of your website. Your website needs to build trust with your visitors. It tells them they’re in the right place and helps them transition from visitor to customer. You’ll create a structure for your website that helps visitors find what they’re looking for.

Lastly, you’ll define your funnel. Your funnel anticipates your target customer’s buyer’s journey. You’ll define the stages prospects transition through to become customers. You’ll learn how to map out your funnel on your website, with your content and in your email marketing campaigns. You’ll use everything you’ve researched and learned so far to create your funnel. 


Not sure you’re ready to take on marketing strategy by yourself?

Why not consider our Marketing Consulting services?

We customize our services for your unique situation and goals.