Company Basics How-To-Guide

We recommend you start with your company basics. You’ll analyze (and capture in templates) your company background, and the “why” of your company. Next, you’ll review your website, focusing on your homepage. We’ll show you how to look at your messaging, content, social media and keywords. The process in this how-to-guide is repeated in other parts of module one. Your company basics analysis gives you a chance to practice this process with your website and online presence. If you don’t have a website yet, no problem. Continue onto your marketing budget.

The Company Basics How-To-Guide includes:

  • Nine-step process

  •  11 templates

  • Quick reference guide

  • Word Version of all templates


Marketing Budget How-To-Guide

The Xight Solutions Marketing Budget Tool calculates a marketing budget based on your business type, lifecycle (are you a startup or established business) and your actual or estimated revenue. Based on over 20 sources, it calculates a low to high range estimate for your marketing budget. It also gives you tips on your what your marketing focus should be (based on your company lifecycle stage). 

The Marketing Budget How-To-Guide includes:

  • Four-step process

  • Excel marketing budget tool (Excel 2007 and newer version)

  • Excel marketing budget tool (Excel 97-2004 version)

  • Budget tracking template


Part One – Competitor Analysis How-To-Guide

If you want your business to succeed, you need to know what your competitors are saying and doing. The Competitor Analysis How-To-Guide will show you, step-by-step, how to research and analyze your competitors. From your research you’ll learn how to generate ideas for your business marketing strategy. The process used in this how-to-guide is the same as the one you completed in the Company Basics How-To-Guide. You’ll repeat the process for three competitors, reinforcing your learning on how to do research and analysis. When you’re done with this process you’ll have a list of ideas you’ll use in defining what makes your business unique and how you can stand out against your competitors. 

The Competitor Analysis How-To-Guide includes:

  • Nine-step research and analysis process

  • Seven-step idea generation process

  • 13 templates

  • Quick reference guide

  • Word Version of all templates

Coming Soon!

Coming Soon!

Part Two - Target Customer How-To-Guide

In today’s online marketing, the key to your success is to clearly define and target your customers. The Target Customer How-to-Guide helps you research and analyze who your target customers are, where to find them online, what their aspirations and fears are, and what they value. This research is used to define customer personas (think of these as the blueprint of your target customer in a quick reference guide). You’ll use your customer personas throughout the rest of your marketing strategy process (as well as in your marketing tactics). This valuable research and analysis process will streamline everything you do to market your business. When you know exactly who you are marketing to, it’s easy to talk to them through your messaging, blog posts, social media and email campaigns!

The Target Customer How-to-Guide includes:

  • Eight-step research and analysis process

  • Six-step persona creation process

  • 11 templates

  • Quick reference guide

    Coming soon!

Coming Soon!

Coming Soon!

Part Three - Differentiation and Value Proposition How-to-Guide

In part three we bundle the two processes: defining your differentiation and creating your value proposition. Your differentiation is a statement. It tells your prospects what makes your business unique. How you're different from your competitors. You’ll analyze 11 areas to find your unique differentiation, and then rank them based on five criteria and your target customers. 

Once your differentiation complete, you’ll use what you created to define your value proposition. A value proposition is a clear, concise, and specific statement. It describes what’s unique and exciting about your products or services. And most importantly, the value your customer gets by using your product or service.

Together, your differentiation and value proposition are the foundation of the messaging on your website. They help you define your website structure and help to convince prospects visiting your website to become customers.

The Differentiation and Value Proposition How-to-Guide includes:

  • 12-step analysis and idea generation process for differentiation

  • 4-part creation process for value proposition

  • 19 templates

  • Quick reference guide

  • Word Version of all templates

Coming Soon!

Next, in Module Two - Help Prospects Become Customersy you’ll your keyword, messaging and content strategies to help your prospects become customers.