I create and execute customer acquisition
and retention campaigns according to a 12-month rolling marketing
plan - but how does it happen?
I'm not a graphic designer or software developer. At heart I'm a copywriter
and my approach to every project is the same: creative ideas driven by your
business strategy. Because a great idea is the way a result is delivered.
First comes your market
analysis: understanding your customers and prospects by putting hard numbers
on them. This chunk of consultancy comes free; it's the starting point for
working out where I can add value.
Then comes your sales funnel:
a simple tool for planning your marketing over time. By understanding which
stages matter most to you - from prospecting for new opportunities, to qualification
and needs analysis, developing your value proposition, creating each proposal
- we agree how your sales cycle works, from fresh idea to closed contract.
When developing your campaign
or programme, I apply
methods and tactics to track, analyse, and optimise the results. These include
demographic and psychographic prospecting, insight-driven
messaging, web-based A/B splits, segmented PPC (pay per click)
campaigns, individually-keyed mass media, and customer journey analysis to
enable one-to-one communications with intelligent conversion tracking.
To manage it all I use Google Analytics, AdWords / AdSense, and customer
relationship management apps like salesforce.com
to bring communications across different media together into a managed
conversation over time. All with the customer journey and creative
work optimised monthly for maximum uplift.
In short, you get the right creative, measured by the right metrics,
and a rolling programme of optimising it all. That's Redpump's approach. Here's
why marketers use me.