Process, Pricing, and Measuring Results

• Our process
• How we price our services during each step of our process
• How we quantify success and what results you should expect
  

We typically implement our services within a four-step framework, as follows:

We like to eliminate as many barriers as possible to getting started, so each of the four parts of our framework can be implemented one step at a time, and at your pace.

Our only rule is that we start at the beginning and go through each step in order.

Here's how each of the four steps breaks down:

$5K - 100% Satisfaction Guaranteed
One-month implementation

We begin all new client engagements with a strategy project that starts with discovery and results in delivering an actionable marketing plan.

Our job with your Road Map is to identify the business outcome you need to achieve (example: grow revenue from $2M to $4M over the next 12 months) and reverse engineer the marketing program to get you there.

This project includes a half-day workshop with your CEO/president/owner, head of sales, head of marketing (if applicable) and a few key sales professionals or support staff who deeply understand your customer. We learn everything we can about your products/services, audience segments, key buying-process influencers, sales/marketing history and competitive landscape.

Then we take 2-3 weeks to supplement what we’ve learned with research. We’ll look at the size of your total addressable market and how we can most effectively reach them, document our recommended strategy and outline the action plan that will get you to the outcome you’re seeking.

At the end of this project, you’ll have everything you need to launch into implementation, with or without our help.

$5K - $20K total

1-2 month implementation

The first step in implementation (95% of the time) focuses on getting the messaging right.

We’ll start with customer research, interviewing a selection of your existing customers that represent the type you want to replicate. We’re looking to understand what matters the most to these exact individuals. We’ll uncover new insights, validate or challenge what you believe to be true and identify common threads that will inform how you go to market with the right message for the right people.

Following these customer interviews, we’ll reconvene with you and lead an initiative to craft both a concise “who we help and how” one-sheeter and a more in-depth brand narrative that illustrates how you create value and differentiate yourself in a very customer-centric way.

Finally, we’ll map out your content strategy (what specific written, video or other content needs to be created to surround your messaging) as well as a campaign map that documents which content distribution channels (and specific campaigns) will drive the outcomes you’re looking to achieve.

$25-50K total

Three-to-four-month implementation

With a documented marketing plan, customer interviews, messaging, content strategy and campaign map behind you, it’s time to physically create the content you’ll need to go to market.

Our content team (writers and video producers) spend their days talking to engineers and technical professionals to harvest what’s in their brains, extract that knowledge and turn it into content that will speak directly to your customers.

Your content will likely include a mixture of blog posts, FAQs, product/service pages or other website copy refinements, case studies, expert explainer videos and landing pages.

$5K+/month in NDMC fees

$5K+/month in Media fees (Google, LinkedIn, Facebook, etc)

Ongoing implementation over six months minimum

In this step, it’s time to generate serious brand awareness at scale, while simultaneously doing the work to drive leads from customers ready to buy.

Our job at this stage is to proactively deliver the messaging and content you’ve created to as much of your total addressable market as possible, at the right frequency and in the places where they already spend time.

We’ll run two complementary campaign strategies for you side by side during this phase:

1. Capture demand
2. Create demand

Capture demand campaigns focus on the (typically small) percentage of your audience that’s actively in market, looking for a solution right now.

For Example: Google searches for "plumber in Nashville", DUI attorney in Murfreesboro", or "CRM for service businesses".

These are your audience members who are in buying mode at this moment in time and we need to make sure they find and contact you.

Create demand campaigns, on the other hand, focus on proactively reaching the tens of thousands of people who fit your ideal customer profile (the households in certain areas that are owner occupied, right job titles from the right companies in the right geographies, etc) regardless of where they currently are in the buyer’s journey.

We’ll put all the content and messaging we’ve created so far to use in campaigns that show thought leadership, answer frequently asked questions, illustrate success stories, and keep you top of mind.

Bit by bit, as your individual audience members enter a buy cycle, you’ll reap the benefits of having built brand trust at scale in your market.

Although we recommend running campaigns for no less than six months to realize a positive ROI, you can stop whenever you’d like with 30-days notice.

But if we’re doing our job right, we’re confident you’ll only want to invest more.

Marketing-sourced leads and revenue is the main success metric we use with our clients. 

In other words, our job is to help you measurably scale your business with the right types of customers.

Metrics like search engine rankings, website traffic, leads and even sales-qualified leads are marketing KPIs – not business outcomes.

We’ll use those types of metrics to help us understand if we’re moving in the right direction. However, delivering marketing-sourced leads is how we expect to be evaluated.

We’ll need your help here, because without the right inputs, we can’t document meaningful outputs.

Our crew is well-versed in GoHighLevel and Hubspot (and we’ve worked in plenty of other CRMs and marketing automation systems as well).

We’ll help you configure your tech stack (technology stack) for full-funnel visibility that will allow us to see the journey your customer takes from first hearing about you to your company being paid.

Having a good tech stack allows us to:

• Analyze customer behavior including when, where, and why do customers engage with you and companies like yours.
• Optimize campaigns including landing pages, ads, ad groups, locations, and budgets for proper operation
• Test new headlines for 2 weeks or until we reach statistical significance from our tests
• Identify new opportunities on current and new channels for more customers, lower cost per acquisition, and longevity of your brand.
  

Between 2 - 5 Months (1 - 3 months into campaigning, per the timeline graphic above), we usually begin seeing signals (marketing KPIs) that tell us the program is working.

Month 8 or 9 (3 to 6 months into campaigning), you’ll start to see a meaningful increase in your marketing performance.

Many variables come into play from one client to the next that could affect your timeline, including:

• Size of your audience
• Price point of your product or service
• Length of your sales cycle from first touch to payment in hand
• Existing brand awareness in your space (or lack thereof)
• Size and visibility of your competition
• Level of investment in your media buy (which directly correlates with reach and frequency of messaging and content delivery)
  

If you think there could potentially be a fit and would like to talk, we encourage you to schedule a consultation.

And if you haven’t yet, consider looking at Who We Help and How, or some of our Case Studies, our podcast show. and our YouTube channel:

• Service Marketing Secrets Podcast
• Nashville Digital YouTube Channel