Strategy and branding is our organic, free-range, grass-fed jam.
Contrary to popular belief, successful marketing doesn’t result from a series of unrelated knee-jerk reactions and last minute attempts. The post and pray method is just not going to cut it. Instead it is a result of planning, consistency, cohesive deployment and diligent measurement & refinement. With our full service clients, we help steer the ship and fire the missiles.
From social media strategy to branding strategy to complete business strategy, we do it and we love it. If you’re just starting up a business, we can help you get grounded with an air-tight marketing plan. If you need business consultation, we are happy to help.
One Yellow Tree is a marketing company, and we’ve been around for a while. Our job is to help grow your business, cultivate lasting relationships with your current and potential customers and communicate your business strengths to the world. It just so happens that these days, most marketing is done online. We combine research, planning, consistency, cohesive deployment, diligent measurement and refinement.
1. Curate an audience.
Curation is the process of overseeing the preservation and use of something precious – your ‘Audience’. That doesn’t just mean your current customers. Your ‘audience’ is anyone who knows about your company, your brand, and who has bought something from you in the past or may possibly do so in the future. It is everyone who has an opinion about your organization. A ‘curator’ thinks of ways to plant positive memories in the minds of anyone who encounters your company. Curators provide ongoing intellectual sustenance to your customers and those who just happen to encounter you. They also enable the company to do business anytime, anywhere and in any way. And finally, curators treat your audience like it is absolutely precious. Think of a museum curator. Each object in the museum’s collection is treated with the utmost care, diligence and respect. Likewise, each individual in your audience is treated as special as an item in a museum.
2. Determine the ‘who’ and ‘how’ of influencing the buyer persona.
A buyer persona tells you what prospective customers are thinking and doing as they weigh their options while addressing a problem that your company resolves. Buyer personas reveal insights about your buyers’ decision process – the attitudes, concerns and criteria that drive prospective customers to choose you, your competitor or to abandon the buying process altogether. The buyer persona is what buyers are thinking when they are solving problems that are relevant to your business. What made a buyer decide to buy from you? When you can answer that question, you can plan effective ways to influence future buyers and encourage current buyers to buy more. This exercise creates the knowledge needed to align your marketing decisions with your buyer’s expectations. It involves product positioning and sales messaging through content marketing and sales enablement.
3. Send appropriate content for a buyer to complete their journey.
Buyer’s journeys have three phases – awareness, consideration and conversion from a potential customer to a paying customer. These phases are addressed by ensuring they know your company exists, educate them with the criteria needed to know to make an informed decision and, finally, provide a ‘call to action’. Each phase must be completed before the next can begin. It doesn’t help to have a big ‘Buy Now!’ button before the buyer has had an opportunity to absorb details of product being considered and your sales pitch.
You need to identify and connect with your audience, identify influencers that resonate with them and then serve up the right content at the right time. This focused marketing strategy will help buyers cut through the clutter of an overabundance of choices. They hear about your brand, trust the education you provide them and then make it easy to complete the transaction.
From social media strategy to branding strategy to complete business strategy, we do it and we love it. If you’re just starting up a business, we can help you get grounded with an air-tight marketing plan.