What We Do
Our goal is to help our clients expand and grow their business through better marketing. At the heart of any marketing effort are relationships. We firmly believe that organizations that are built to stand the test of time, in good times and bad times, are the ones with the strongest relationships.
Our approach
Our philosophy is based on building a holistic communication platform that both engages the key audience and achieves specific goals as outlined by the client. We do this by building a strategy pyramid that identifies specific goals or objectives, then tactics that will be needed to achieve that goal. Underneath that are specific programs that will drive the tactics. This ensures that whenever a program or tactic is used, we are doing so to achieve a specific objective. The graphic at right illustrates a sample strategy pyramid we help our clients build.
Many of our clients the use of social media and email marketing is appropriate. On our social media engagements, we look to find the primary area of focus within the three pillars of social media. With that identified, we then move to help build a presence within that pillar while using the other two areas to support the main focus. For example, if publishing (as illustrated in the diagram below) proves to be the main area of focus, we’ll help direct the client to create the most appropriate content for the target audience while also ensuring that it can be easily shared and used to facilitate networking.
The diagram on the right illustrates the three pillars of the social media universe, including examples of social media platforms that fit into each segment (although, as the diagram implies, there can be some overlap into other areas).
On the email marketing side we focus on the 40-40-20 rule, which states that email marketing success is based 40% on the audience, 40% on the content, and 20% on creative elements (such as design and layout). Thus, we put a lot of effort into ensuring we get the right message to the right people at the right time, while putting forth just the right about of resources to ensuring the message is delivered in a way that is easily read, understood, and acted upon.
With the foundation built, we then identify specific platforms that will be ideal for acquiring the most qualified leads and how to bring them through a messaging system (e.g., email marketing) to convert the contact into something more substantial (which would be defined by the organization’s goals and mission).
Why our approach works
We get results because we believe in the power of relationships. Its harder for your competition to steal customers from you if your customers genuinely like you. That same strong relationship you have with your existing clients also makes you attractive to new ones. Our collaborative approach transforms our tools and skills into systems that help you build and grow relationships with your clients and prospects.
Services we offer
The foundation of our services is built upon our email marketing system, which has a world-class interface and feature set. To further encourage you to build relationships with your employees, prospects, and customers, we also offer survey features, which are available Free for all of 2009. If you are looking for new ways to improve your efforts, we regularly host best practice webinars through our Aperio Academy program. To bring it all together, our consulting services can help you create better strategies to get the most out of every campaign.