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GROWTH

Modern Marketing

UNDERSTAND

U

Conduct Interviews & Review Data

NAVIGATE

N

Create Content Strategy

IMPLEMENT

I

Unlock the Pipeline

TRACK

T

Track Progress

YIELD

Iterate & Evolve

Y

Using the UNITY framework, let's explore a specific scenario that may keep you up at night...

Scenario

You recognize that the landscape has changed and attracting new customers requires a completely different approach, but there are too many gurus with little more than theoretical ideas. You are looking for data-driven campaigns, content optimization, and social media to create compelling narratives that captivate and convert your target audience.

01

Conduct Interviews & Review Data

  • Gather consumer insights through data analysis, surveys, and market research. 

  • Understand consumer behaviors, preferences, and pain points. 

  • Analyze competitors' marketing strategies, digital presence, and content engagement to identify best practices and areas for differentiation. 

  • Evaluate marketing technology stacks and tools to ensure support for data-driven marketing efforts. 

  • Assess marketing spend across all channels and categories including people, advertising, technology, and subcontractors.

02

Create Content Strategy

  • Define clear marketing objectives, such as increased website traffic, higher conversion rates, improved click-through rates (CTR), or enhanced social media engagement. 

  • Develop a data-driven marketing strategy that leverages consumer insights to inform campaign targeting, messaging, and personalization. 

  • Create a content optimization plan that includes content audits, keyword research, and content creation guidelines. 

  • Formulate a social media strategy that aligns with overall marketing goals, targeting the right platforms and audience segments. 

  • Select and implement marketing technology solutions that support data analysis, automation, and personalization.

03

Unlock the Pipeline

  • Execute data-driven marketing campaigns that leverage consumer insights to tailor messaging, targeting, and timing. 

  • Develop and publish optimized content across various channels, aligning content with consumer interests and search intent. 

  • Activate social media campaigns that engage the target audience through captivating content and interactive elements. 

  • Deploy and integrate selected marketing technologies to support data analysis, personalization, and automation.

04

Track Progress

  • Define key performance indicators (KPIs) for each marketing objective, such as CTR, conversion rate, return on ad spend (ROAS), cost per lead, and engagement metrics. 

  • Continuously collect data on marketing campaign performance, website analytics, social media engagement, and consumer feedback. 

  • Monitor competitors' marketing efforts and adapt strategies based on competitive insights.

05

Iterate & Evolve

  • Analyze collected data to evaluate the success of marketing campaigns, content optimization, and social media engagement. 

  • Develop an improvement plan based on data analysis, identifying areas for improvement in campaign targeting, content quality, or social media strategies. 

  • Conduct regular working sessions to ensure consistent progress without the need for full-scale change. 

  • Foster a culture of continuous improvement in modern marketing practices, staying current with consumer trends and emerging technologies.

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