Our Marketing Strategies
At Middle, we like to think outside the box. We are the experts and we work with you to determine what you really need in order to achieve your goals. That’s why we recently changed the way we work and the emphasis is now on digital marketing strategies. The strategies are done at the very beginning of the mandate, and their goal is to determine the best services each client really needs. No more, no less!
What does this strategy consist of?
Before starting a strategy, we need to understand your brand environment. This starts with an analysis of your current online presence, as well as that of your competitors. We analyze what is being done in your industry, and take note of the do’s and don’ts. Then, we perform a detailed analysis of your target audiences, using an artificial intelligence tool connected to your Google Analytics. These first steps give us a picture of the current situation of your digital presence and let us confirm with you the target audiences you want to reach with your new strategy.
Once your brand environment analysis is approved, we can start the real work and put to use our knowledge of the industry! The first step is to determine your overall objectives, based on what you would like to achieve for your business in the short, medium and long term, as well as the communication objectives, which are usually divided into 3: brand awareness, consideration and conversion. With this, we can establish the key performance indicators (KPIs), which will be used to measure the impact of the strategy. The next steps will depend on the type of strategy chosen.
Digital content strategy
This strategy will give your company’s social media a structure to create content and make it more effective and professional. Using your company’s competitive advantages, we write key messages to use on social networks. Then, by analyzing your statistics, what is being done in your industry, and with our knowledge of each platform, we determine the best practices, the platforms to use, the times to post your content, the types of publications, etc. We build an editorial calendar, a style guide specific to social media, and a bank of templates. This strategy ends with a list of out-of-the-box recommendations, in which we gather various marketing techniques that will allow you to reach your goals without using social media and paid advertising.
Who it’s for: Companies that want to structure their online presence.
Monthly budget: Between $350 and $3500 depending on the elements chosen.
What makes it unique: A style guide specific to your brand image, a complete editorial calendar, and attractive visuals.
With this strategy, you will be able to determine the different ads to run and the recommended budget in order to reach your objectives. We start by drafting the key messages to use during communication offensives. Then, we continue with a global analysis of your sales funnel, as well as your past advertising strategy. This allows us to draw a portrait of the current state and to see the advertising opportunities. We then build an advertising calendar, which includes our recommendations for what platforms to use, themes to address, budgets, target audiences, advertising objectives, duration of ads, and estimated results. You’ll end up with a turnkey document that will allow you to reach your objectives! This strategy also includes advertising mock-ups to visualize what we suggest. We end this strategy with a list of various recommendations to improve advertising results.
Who it’s for: Businesses that want to implement a digital advertising strategy and have little or no technical knowledge.
Monthly execution budget: $500 to $2000 in execution fees, but don’t forget to add your advertising budget.
What makes it unique: A clear sales funnel and a detailed advertising calendar, describing each offensive according to the platform of choice.
Sales Funnel Strategy
The sales funnel strategy, or user experience optimization strategy, is quite different from the first two. It allows you to understand why your conversion rate isn’t growing or is decreasing. Using the Miro tool, we map out your sales funnel, from the homepage to the appointment booking page, or the add to the cart page, and determine the key conversion steps. With this, we create a list of recommendations to increase the conversion rate of your website. In order to visually present our suggestions, we build a model of your website.
Who it’s for: Companies that don’t have an online presence and want to launch a website, those who want to redesign their website or those who want to increase their conversion rate.
What makes it unique: A complete and scalable sales funnel diagram and specific recommendations to improve the conversion rate on your site.
This strategy will allow you to determine the steps to take in order to increase your chances of appearing in the top ranks of search engines organically. We start by producing a complete audit report, thanks to the SEMRush tool, in order to determine the current presence of your website on search engines. This report also allows us to determine the current problems of your website. Next, we analyze the keywords used by your competitors and build a list of the best keywords for you, based on the difficulty of the keyword and its search volume. We finish with a list of recommendations for any changes you need to make to your website in order to achieve your goals.
Who it’s for: Companies with a web presence that want to establish themselves as a reference within their industry or sector of activity by improving their organic referencing.
Budget: $125 to $3000 depending on the number of pages to modify on your site.
What makes it unique: A complete audit and an exhaustive list of recommendations for corrections to be applied, in addition to in-depth research of the best keywords for each page of your site, based on the industry and your competitors.
Before determining the necessary strategies for your company, we suggest an exploratory meeting with our founder, Karelle Lépine. The purpose of this meeting is to analyze your specific needs, and to choose the best strategies that will allow you to reach your goals.
Ready to get started? Book an exploratory meeting today!
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