Houston Homeopathy Center
About 75% of businesses I encounter or work for lack marketing and platforms
They don’t know how to market
The other 25% are like the Center.
They know how to market
but can’t afford experienced marketing execs, support
staff, etc. so efforts never compete well with bigger players.
Even if you’re pretty savvy, the shifts/changes demand FT attention (e.g. Google
+1 biz pages, FB recent changes on their AP for businesses.
You HAVE plenty of marketing
lots of content / site indexes well, etc.
Leveraging that volume of marketing content is often more challenging than launching
a marketing effort. You’re working on many platforms (trying to
make them cohesive
You’re working with various people (same thing)
experience from those who’ve spent their careers doing just that
PREFACE: Any marketing venture like this is a collaborative process
so ongoing discovery
about your business and challenges is a given for us.
When I / Sbg reviews the call it… “body of work”
I see some important areas where we can
QUICK OVERVIEW OF ITEMS NEEDING HELP:
1) DEFINE YOUR MARKETING (call it BRANDING or MISSION CLARITY if you must):
Consistent look, tone and design theme/elements across all efforts, from web and print to
trade show visuals, POS to business cards.
NO BUSINESS HAS EVER REALLY MADE
IT BIG W/POOR BRANDING.
For the Center, Branding is the right word, but it’s not quite
For example, on the site, design actually isn’t the biggest issue,
presentation and layout
are. (ran over why in meeting… but
these are fairly easy fixes)
the UI (user interface)
from menu structuring to
how sections are sized and placed on page
solid layout and
helps guide users to the info appropriate to and
of interest to them. Brings us to:
Google Corporate Mission Statement
“Google's mission is to organize the world's information and make it
universally accessible and useful. “
I’d like to see you take this approach with the Center’s content……..
Design / Layout does a lot
but we also want to structure this so it’s
hierarchical…. from most basic to most detailed so that it’s
2. Content Purposing (and you have a lot of content)
The idea is simply getting the most out of your hard work.
Ensuring that people who wanted to see your info did.
Center’s Content can be organized by topic, category… etc. but that’s not enough.
We want to make sure right content is on right platforms AND easy to find.
Example: embedded video is great, but
is it’s own, enormous search
engine, as well.
Planning: To the extent you can, identify key events and offer relevant
articles/blogs to coincide with and support your important events.
Tone/Copy: Solid writing and strong copy aren’t always the same. We work to
use headlines, sub
headlines, link text, alt text
all these to ensure a positive
sacrificing Search visibility for important words and
Look at visibility on rapidly emerging media channels
Google +1 will be a game changer after March
+1 business pages
more important than Places (going away?) etc.
Your Facebook page is probably adequate (although lacks a custom
and now Google allows you to show different content to “FANS,”
so you can offer ‘incentives’ to ‘LIKE’
in fact, you can customize
FB enormously now due to their evolution.
What would Sbg Do? We’ll continue on the site in a minute
But forget that word “BRAND.” This is simply about
being consistent in your design, typography, style, color palettes, etc.
cue from the LOGO). This is IDENTITY. Think about the difference between
People Magazine and
(or OVERSEE implementation) of your bright new look across
the platforms that are right for you (more on that in a minute)
from biz cards to
trade shows to print ads to you
But, BEFORE THAT we want the GOLDMINE.
If at all possible before we
tore down the site
or even finalized direction, we’d want to install, establish /
Review data for site (Google Analytics). What’s popular? What’s Working?
What’s not? What’s driving people off the site? Keeping them there?
(Since we were talking about it)
Make it instantly recognizable as “the Center”
A cleaner, more strategic UI
Layout that directs users to content THEY want
Layout emphasizes visibility of content WE want
Technical issues are handled (FLASH, mobile readiness)
Ensure you’re on the correct platforms.
For the mostpart, I think you are, but I’d
want to look, in particular at Google +1, YouTube and a few other social nets.
Residing on the right platforms isn’t enough. We’d
develop or refine the creative
approach and copy
(the branding helps much with this) to increase your response rates
from print ads to POS to website.
Architect and implement a clear content strategy
[hierarchy and subject based]
Make it easier for users
(e.g., what is homeopathy?)
Make it easier for you
Forward promotional planning
Helps tie related pieces together
Helps you “promote” the content (or pre
Enables time for more strategic thinking
(FB? Tweets? Site only?)
Ensure propagation of content happens in a tactical manner and as we
want it to.
It’s not all just about content
it’s about visibility: Either operate as a
creative VP or editor
or managing editor to coach writers on ensuring content is findable
via searches, via navigation, etc
meta tags and alt tags… the little stuff. Additionally,
where content is advertorial, to ensure that copy is top
tier from a marketing standpoint.
Finally, would want to do a quick evaluation of your Facebook statistics. FB (and soon
Google +1) offer biz page customization never before seen. May be warranted. +1
presence definitely is… whether sophisticated approaches are warranted is unknown
You have some human resources on
board (e.g. Philip, or Ann). How much
you’re willing to make them available for marketing efforts
and what their skill
areas and talents are is key to how SBG would work.
A developer and/or designer is slated to build an updated ColdFusion based
ColdFusion ties to your operating software, yes?].
Concerns about ancillary products with only Adobe behind them
PHP 77% (has Drupal and WP)
ASP 22% (has Microsoft)
Java 4.1% (Oracle, IBM)
ColdFusion 1.2% (Adobe)
BACK ON TOPIC….In short
there are some questions about where the design
flows from. FROM the site? TO the site? Who creates the design?
THESE QUESTIONS ARE KEY FOR SBG to NAIL DOWN A PROPOSAL
PROPOSAL “ROUGHS” to HELP YOU GAUGE IF SBG IS RIGHT
IF THIS WAS A “BUILD (again, can’t gauge exactly because of the Questions)
If we were creating your “machine” so to speak
walking in, doing analytics, crafting strategy and creative, redesigning
your site, doing what’s needed on FB, Google +1, print, getting everything together
BUILDING THE MACHINE (majority
of my business).
We’re somewhere in the $30’s
over a fair length of time
not a one
off project. THAT’s FOR BASIS to
and IF YOU SHOP ANY IN THIS SKILL RANGE, we’re competitive.
We can go one of three ways:
1) PACKAGE MY RECOMMENDATIONS TOGETEHER IN A ONE
PRICE PROPOSAL (based on
answers to some questions). How I work a majority of the time with
those who are “BUILDING” machines.
your folks plus mine and Sbg’s guidance are on a TERMED MONTHLY
PLAN based on Hourly Billing (est. $1K/mo for around 12 … or longer! months
$3k). This arrangement works very well for ongoing clients (we built the machine) but
who have a lot of ongoing print design, adwords campaigns, brochures, even TV spots.
We base off $100/hr. (vs. the $50 you’ll see for Craig’s list folks.
HOWEVER, WE’RE A BARGAINS… (eg. My best developer runs $150/hr. Why I use?....
$50/hr. for 5 perfectly dug holes or $150/hr. for 30 perfectly dug holes?
PRICE OUT SOME OF THESE ITEMS***
3) Finally, we do engage in some ‘one
off’ work. We’re not a boutique shop that just does
print, for example, so this isn’t our preferred approach, and in some cases we can’t (i.e., EXCLUSIVITY)
For our consultant
based clients. But if you wanted us to
say, develop a “look” and “style guides” or
Occaisional print ad we could do that until or unless we ran into a competitor that hired us as consultant.
*** We can’t do things that jeopardize our value…. EG: someone else designed a
site, we were asked to do the back
end. The design did not mesh well with the CMS
(Wordpress) the client wanted…. We lose money due to the time
Cheapest not wise for marketing (rarely competent)
Sbg provides top
tier competence on par with major agencies
take any litmus test you want to put forth on that. Our goal is to be the very best
value for businesses grossing less than $25 million.
You can give this some thought and let me know if you have specific thoughts
I can start on a flat
fee…. How that works is I start on the key stuff… I’m here with
questions concerns. How much I can do in a month is tied to fee… but if we agree I’ll
work for you for six mos., say, you wind up with Sbg services on a very inexpensive
Hourly rate (avg. design/devel/marketer $50/hr.). Notch up is $75
125/hr. Winds up
less than $50/hr because I don’t track like an attorney
I can go hourly. The disadvantage is we’re timed, and that can cause you to
hesitate on items that really need to get done. This works very well for many at
***THE KEY: If a $50/hr worker can dig 10 perfect holes in 1 hour, and a $100/hr.
worker can dig 30 perfect holes per hour
who should I use?
Sbg certainly develops high end websites and we do B2B database development, but
just as often we work as a sort of ‘temp’ Chief Marketing Officer and orchestrate all
the elements needed to help the client get on track and, hopefully have ongoing
sufficiency in their marketing
(or a lot more than they did!)
With Homeopathy Center, there are a few broad, open questions that affect how
we’d go about that:
Web design is central to efforts. Understand a redesign is underway
advise that a reverse approach is warranted… that you get your marketing vision
right before a redesign. Which way will the design flow? FROM site? TO site?
You have internal human resources (Philip, Anne)
how much time they have
And what duties they would take on affect our approach.
THESE ARE KEY FOR SBG IN CREATING AN ACCURATE PROPOSAL.
KEY QUESTIONS FOR the CENTER
Install Google Analytics on current site and collect traffic information for 30
days. Thorough analysis of site traffic and user behavior should offer strong
strategic cues. In short, we’ll have a clearer picture of how the site functions
now, what works
and what doesn’t. We dig deep beyond simple measures
of traffic volume, and seek to understand user behavior and the user
experience on the site.
We’ll use this information to
Improve the user experience
Understand user motives (via behavior)
Determine ways to monitize services based on user motives
Phase 1: Define the brand / The Style Guide
Establish guidelines (Style Guide) to enable consistent design and
Tone across platforms. Style Guides define fonts, colors and other
elements that work together to create cohesive design presentation.
Style Guides are particularly useful when non
designers must create
Well designed Style Guides are not restrictive. Instead, they facilitate
good design by offering a variety of choices for non
basic canvas for experienced designers to enhance and expound upon.
Phase 2: Implement the Brand
In practice, phase two never ends. The new, consistent look and feel of the
Center’s marketing is rolled out across platforms.
Print: Update design, layout and creative as needed
Home page design
Standard page design
Blog/Article page design
*Sbg to provide design only (Photoshop files). The Center will internally implement the design into the site
Phase 3: Platforms
While the Center is well placed on many platforms, there are other avenues that
make a notable difference in business growth. In addition to existing platforms,
we’d add or expand presences on*:
Linkedin (consider integrating blog, etc., for practitioners)
Custom Facebook page design with ‘fan/like’ content incentives
Print layout and design needs as they arise
* Known needs. Additional avenues will be considered with ongoing analysis.
Phase 5: Content Creation
Define and initiate a content creation plan that coincides with events,
appearances, or specific dates or timeframes. In addition to ensuring that new
content is topically timely, the strategy will engage in a program of expanding
the Center’s core focus on Autism to include the full range of homeopathic
This process involves:
Defining the authors and ghost
Collaborating on a calendar
based plan for content creation. The plan will not
only define appropriate topics, but offer a workable approach given logistical
realities and available manpower.
Creating content with oversight. In addition to pieces written by practitioners
and for the sake of efficiency, the Center will make use of writers. Writers, with
full support and guidance from Sbg, will fine
tune articles, titles, meta
any other elements that affect site and article visibility.
Placing content appropriately. Most content will be published across platforms.
However, content will be adjusted, repurposed or excluded in cases where the
topic or tone is inappropriate for certain platforms.
Phase 4: Content organization
The goal is to organize the large volume of articles, blog posts, videos and other
content into an accessible library. Much like the Dewey Decimal system
provided a topical, hierarchy
based system to help find books on virtually all
topics, we seek to establish approach that allows users (whether on Facebook,
your site or elsewhere) to quickly navigate to articles or topics of interest.
Note that the logistics of this process heavily involve web development and
website functionality. We have not yet determined the most efficient way to
handle this significant reorganization process.