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Grow Your Market Share Quickly, Effectively, &
Measurably with our Proven Methodology
In working with both
Business-to-Business & Business-to-Consumer marketing organizations, we have
found you need to examine 5 different aspects of communities to profitably
acquire and grow your market share in the most valuable communities. Take
a look at our 5 community development processes, determine the ones which best
address your marketing needs, and then click through to that area for more tips
on what you need to do to improve your marketing capabilities to compete in
today's changing environment.
Today,
you need to understand ... deeply understand ... the communities which are
seeking your products & services. By understand, we mean determining
the size & market potential of each community seeing your company, their
needs & wants, the product "bundles" they purchase along with your products,
their sources of expertise, their preferred media channels [how they go to
market], and descriptions of the community [demographics, lifestyles, &
business demographics.
In a "Sensing" project, MSI works with your
marketing organization to develop web surveys, focus groups, demographic &
lifestyle data profiling, and/or other
methodologies to accurately examine the marketplace, sense & form key
communities, evaluate their current & potential value, and identify the
similarities & differences to other communities. Once completed, MSI then
examines your web, direct, and other marketing strategies, tactics, and
collateral to identify the key gaps between each community and you. As we
complete the "Sensing" project, we evaluate the profit potential & size of each
community, the opportunities you will accrue by addressing key gaps in your
marketing programs, and project the potential gains from different community
development strategies.
To aggressively grow your market share, you need to "reach out" and "touch"
key community members to attract them to your site & sales organization.
To achieve this objective, Marketing Synergy can assist you in developing
the specific web & integrated marketing components & marketing programs to
quickly impact & develop your market share. We offer packaged pilot
projects to allow us to target, develop, & test key touchpoint elements in
key high value communities. Once we learn the "DNA" of your
communities, we teach your marketing team the skills so they can develop new
communities & build the "push" and "pull" marketing programs to quickly &
profitably grow your market share.
While the exact touching
community components vary based on the needs of each client, they generally
involve 1] creating community mini-sites, tools, and information to connect with
community members, 2] SEO & PPC programs to generate visitors to these pages, 3]
e-newsletter & email programs to aggressively impact key communities, 4] direct
& PR programs to create exposure in key community journals & e-journals, and 5]
measurement programs to identify the sources of success in attracting key
communities. At MSI, we are driven to develop pilot community marketing
programs which are both profitable & comprehensively measured to ensure you are
achieving your growth objectives.
Regardless of whether they are visiting your website, calling customer
service, or responding to an offer, you need to develop a dialog with your
prospects & customers and use this information to most effectively meet
their needs. Engagement programs are designed to impact community
members with key programs & information to cause them to remain on your
site, encourage them to provide you with information to better meet their
needs, and to provide timely, changing information to ensure they return
frequently to update themselves on key community information.
Successful engagement marketing
involves creating touchpoints, marketing tools, and expert information which
entices the visitor to exchange information on their needs & wants to get the
special knowledge they want to possess. Opt-in programs - completely
controlled by the individual - allows them to determine the nature, frequency,
and communication channels they want to use to develop a relationship with you.
While these sound complex & time consuming, MSI has developed methodologies and
systems which makes maintaining community mini-sites easy & relatively
pain-free. The key is to understand how your high value communities
interact & provide them the key expert information they find most important to
address their needs & desires.
Collaboration involves developing two-way communications with key community
members. In this stage, you develop your high involvement community
members to become "evangelicals" for your company [viral marketing] & give them
a forum to demonstrate their expertise. Using blog sites, bulletin boards,
surveys, and other tools, you can develop continually changing content on your
website - a key to bringing customers & prospects back frequently.
Collaboration strategies are one of the most effective in impacting a community
& done correctly produces viral results for your company. Let MSI show you
how to create the environment which causes key community members to become
"evangelicals" for you and your products & services
Key community members want to be known for their expertise & seek
opportunities to share their opinions & expertise with companies supplying
them with products & services. Today, everyone wants to be important
in their communities. In learning from your communities, MSI works
with you to develop marketing programs where key community members address
your product, informational, and web components to advise you on how to best
meet their community needs & wants. Rather than build products,
services, tools, and information and then see how the market reacts, MSI
works with you to allow key community members to guide your community
development efforts. By working with key members of your communities
of value, you can greatly speed time & acceptance in the marketplace and
introduce new products with support of your high value customers.
MSI's
proven programs allow you to quickly build community-targeted & profitable push
& pull marketing programs
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