Digital Marketing Services for Energy Innovators

How We Work

Our Three-Phase Process for Digital Marketing Success

Our 3-phase process is a disciplined and effective method for planning, executing, and managing a consistent and effective Digital Marketing program over the long-term.

Phase 1 – Strategize and Build Your Marketing Foundation

In Phase 1 we collaborate with you to establish the foundation of a successful marketing program and prepare for active marketing communications.

B2B Marketing Strategy. Our process begins with a rigorous discovery and evaluation of your brand, offerings, messaging, target audiences, and how they stack up with your competition. We analyze your current digital presence and marketing assets, identify the gaps and develop a plan for closing them.

• Brand DNA Workshop. The core of your marketing communications is your Message Platform, and the Brand DNA Workshop is a process for defining your 4-plank platform – Core Competency, Brand Promise, Value Proposition, and Brand Position.
• SEO Keyword Analysis. Using proven technology-based tools, we analyze organic SEO rankings of your company versus the competition, identify gaps and opportunities for content development and supplemental advertising.
• Content Strategy. Informed by the SEO Keyword Analysis, we develop a Content Development Plan for closing competitive gaps, building Thought Leadership, and strengthening conversions from the top of the sales funnel to the bottom.
• PPC Strategy. Based on the findings of the SEO Keyword Analysis, we identify the best use of digital advertising dollars to gain visibility on high-volume, high-value keywords and adjust based on Content Marketing results (Page 1 placements).
• Name Workshop. If you need a new brand name for your product or service offering, our proven Name Workshop process helps you avoid falling prey to common traps and create a name that is memorable and meaningful.

Websites that Drive Growth. “All Roads Lead to Rome” and in Phase 2 we build the destination for your market’s Digital Marketing journey. Whether you need a new website from the ground-up or a refresh, we can design, develop, deploy, and manage your online presence, which is the hub where potential buyers and customers engage with your brand.

• Discovery Workshop. You are a wellspring of information, experience, and knowledge, so we begin at the source. We conduct a directed workshop with key players in your organization. We facilitate. You talk. We listen.
• We perform a rigorous analysis of your online presence and the digital environment where you compete to identify gaps in content, design, and performance, and develop a plan for closing them.
• Design and Build. We create an effective Sitemap, develop graphics, create content, and build an effective website, your key Marketing Asset for delivering your online message, building Thought Leadership, and educating the market.
• Executive Review. Prior to launch, we will give your internal team, Board of Directors, and outside advisors time to review the website and provide feedback.
• Deploy and Manage. We launch the new site or pages, perform quality assurance checks, index with search engines, and provide ongoing maintenance and hosting if needed.

Phase 2 – Develop Content and Marketing Assets

In Phase 2, we pivot to developing the Marketing Assets needed to achieve your communications objectives.

Content Creation. Once the foundation has been built, we move into ongoing Content Creation to achieve the 4 objectives of Content Marketing – Drive SEO, establish Thought Leadership, facilitate the Buyer’s Journey, and Nurture leads over the sales cycle.

• Content-Driven SEO. Blog articles informed by a carefully crafted Content Development Strategy and rigorous keyword analysis boost your visibility to ensure you show up where your competitors do in a differentiated, relevant way.
• Thought Leadership Content. Case studies, whitepapers, Tech Briefs, issue briefs, and other market facing content guided by Subject Matter Experts take buyers to a deep dive into the technology, trends, and best practices impacting their businesses and operations.
• Social Media. Social media is where people get to know, like, and trust you. Leverage animations, storyboard videos, audio clips, images, and infographics to reach buyers at opportune moments in ways that help them write their own story. We help you stay current by leveraging your SEO and Thought Leadership content in new ways to generate interest and conversions.
• New product launches, roundtable discussions, and How-To demos are perfectly suited for webinars and are one of the most effective lead generation techniques available.
• Email Marketing. Email marketing is an effective tool for nurturing not-ready-go-buy leads in a thoughtful relevant way over a lengthy sales cycle that typically involves a team of influencers and decision makers. We help you design, test, and execute email campaigns to keep you in front of prospects with high-quality content, building your reputation and avoiding being forgotten during long sales cycles. We use a proven cadence that avoids the perception of spam, preserves a healthy sender status, and enhances your Thought Leadership.
• Our proven Content Development process efficiently optimizes the time of your Subject Matter Experts, ensures quality, and keeps a constant stream of high-quality content for achieving your marketing communications goals.

Phase 3 – Performance and Program Management

In Phase 3, we move to active program management, including publishing content, sending emails, social media promotion, developing graphics, and ensuring you have a steady stream of high-quality content to achieve your marketing communications goals.

Content Publishing and Distribution. This is where the rubber meets the road. All the best planning, creativity, and content means nothing unless it is communicated and consumed by your Buyers. We pride ourselves on our ability to maintain an efficient, high-quality, and consistent marketing communications program.

• Blog Article Publishing and Distribution. We consistently publish blog articles developed in collaboration with you and provide you with control over what gets published and when. We handle the SEO, and you see the results.
• Social Media Publishing and Management. We provide a steady stream of social media posts based on blog publishing, article curation, video development, event calendar, photos from the field, and more. We employ a completely automated online review and approval process, giving you control over what gets published and when.
• Lead Nurturing Emails. We design and build lead nurturing emails to leverage the published content, and send them to your customers and prospect lists.

Program Management. We use several cloud-based tools to deliver a consistent, high-quality and credible marketing communications program designed to achieve your goals.

• Content Development Plan. We pay constant attention to the Content Development Plan based on our analyses of your ongoing keyword performance (organic SEO) and the Buyer’s Journey.
• Marketing Calendar. We manage and maintain an ongoing Marketing Calendar accessible via the cloud anytime you need it, to maintain short- and medium-term visibility on the Content Development process.
• Project Management. We manage and maintain an ongoing Task List and Project Plan (as necessary) to ensure critical tasks don’t fall through the cracks, and to help reprioritize in response to changing market conditions.
• Collaboration Platform. All critical documents are shared securely online with your team, allowing easy access, edits, and efficient collaboration.
• Regular Status Calls. On a regular basis, typically once a week or every other week, we meet online or in-person to cover progress, align priorities, and collaborate on key tasks for managing a consistent marketing communications program.

Measure and Adjust (Reporting and Analysis). We analyze the key performance metrics (KPIs) needed to assess our progress, report back to you, and make any necessary adjustments.

• We provide regular Metrics Reports to you in a consistent, easy-to-digest format for quick analysis.
• Analyze Key Metrics. We analyze program KPIs and provide commentary on what’s working and opportunities for improvement.
• Adjust as Needed. We further provide recommendations for closing any performance gaps, leveraging competitive strengths, responding to emerging industry developments and trends, and optimizing marketing spends.
• Incorporate the accepted recommendations and execute another cycle of marketing communications.