CREATE

REFINEDRIVE

ARCHITECT(SET GOALS/STRATEGY)

BUILD(WEBSITE /TRAFFIC)

MAINTAIN(KEEP UP THE MACHINE)

CLOSE(SALES/LEADS/RESULTS)

INTERFACE(IMPROVE EXPERIENCE)

AMPLIFY(FUEL THE FIRE)

PLAN

EXECUTE

EXECUTE

EXECUTE

PLAN

PLAN

Set/reset the marketing strategy, budget, goals, and determine metrics and analytics tools. Market research and website strategy/creative should also be addressed in this phase.

OBJECTIVE- All available analytics- Measurable marketing goals- Market & keyword research- Content strategy- Website strategy/navigation- Website creative

DELIVERABLESComplete all website content, develop and deploy the website, and drive traffic to gather a baseline of data. Relevant social media/local profiles should be setup/updated.

OBJECTIVE- All website content- Complete website w/ QA- Clean email marketing list- Paid Facebook campaigns- Retargeting campaigns- Email marketing

DELIVERABLES

- Analytics reporting- UI improvements/split tests- Site/host performance audit- Integrate w/ 3rd party apps- Refined page/SEO headings- Social/email content

Leverage analytics to optimize cost per click for ads and to identify and deploy user interface improvements on-site. Split testing and user testing may be leveraged here as well. Site speed/security are assessed.

OBJECTIVE DELIVERABLES

Ensure that the marketing machine we’ve built is running as efficiently as possible, with an eye on cost per acquisition, site functionality, internal roles, brand reputation, advertising spend, etc.

- Analytics reporting- Website QA testing- Team roles/priorities- Reputation management - CPA/budget analysis- Social/email content

OBJECTIVE DELIVERABLES

Build on existing success and push it as far as we can go by increasing spend and growing the overall digital presence to increase reach and build awareness.

- Multimedia content- Max available ad budget- CPM-optimized campaigns- Social reach campaigns- PR/event/influencer marketing- Social/email content

OBJECTIVE DELIVERABLES

We optimize for results (whether those are sales, leads, donations, form completions, etc.) and push as many people though to the bottom of our online funnel as traffic will allow. Our most important metric here is conversion rate.

- AdWords Campaigns- Offers/landing pages- eCommerce process refinement- Marketing automation- Conversion analytics- Social/email content

OBJECTIVE DELIVERABLES

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ORBITER DIGITAL MARKETING CYCLE