Digital Marketing Method
What we do + How we do it.
Drive the right traffic to the right funnels. Generate more customers. Repeat.
Enduring companies need digital marketing strategies that seamlessly connect to the right tactics to create results that last, and predictable traffic that generates quality opportunities that convert into great customers.

Great marketing is not unlike everything else in life. There are no shortcuts. There is no "magic pill" or "quick fix".  It takes experience, education and expertise to develop, install and execute on a marketing stack that achieves your business goals year over year. 

We focus on the cumulative net experience of your ideal customer with your brand, which in turn, will fuel your long term organic growth.
The Marketing Stack.
We start with the goal of your business, from there, we encompass all of the elements of achieving your business goal through the marketing stack. 
Strategy.
Great marketing is a product of a great strategy. A great strategy has measurable outcomes that closes the loop between your business goals and effectively executed tactics. Tactics may change, but strategy withstands change. We help you develop a marketing strategy that has a measurable outcome, transcends channels, has a far reaching impact on the primary goals of your business, breaks down organizational silos and unifies towards a common objective.

Tactics.
While the strategy (the goal) remains the same, tactics change, and to survive in today's business climate, businesses have to iterate at the speed of innovation to remain effective. We craft magnificently useful and effective digital marketing campaigns using, but not limited to: PPC, SEO, Content, Social Media, Analytics, Design, and Development. All with the objective of growing your business.

Execution.
We strive day in and day out to become the masters of our craft. We are lifelong students and never believe there is such a thing as done. There's always a way to get better, faster and more effective. We are a small team that has the horsepower of teams 5x our size. A task may only take 15 minutes to complete, but that's only because its taken us 20+ years of honing our craft to get it there. The math breaks down like this: 20 years x ∞ = 15 min. We focus on outcomes, not hours worked. If you believe that paying for outcomes is a smart investment, we'll be a great fit. If paying for a specific number of hours worked is your cup of tea, then we wish you well. 

Let's break down the layers, starting with strategy.
Strategy.
Strategy.

In business, there are only three fundamental goals:

• Win (an election, for example)
• Increase revenue
• Increase profit

That’s it. There aren’t any others. You create your strategic plans based on one or more of those three, by attaching a specific number (goal) to each.

Good Examples:

• Increase revenue by 10% while maintaining profit margins of 25%.
• Increase revenue by 50%.
• Win the election with 55% of the popular vote.

Bad Examples:

• More revenue.
• Higher profits.
• Winning!
• Destroying my competition!
The formula breaks down like this: 

Any of the three Fundamental Goals + Number = Strategic Goal

The number is important, not just because it lets us tell you (our client) if we’ve succeed, but because it lets us judge the effectiveness of what we do.  We use metrics to test influence of certain factors on our strategic goal. No numbers, no metrics, no strategy...no bueno.
Tactics.
Now that we have the strategy (goal) defined, we can break down the other two elements of our marketing stack. 

Next are the tactics, and the channels win which we execute tactics against. Perception of your brand is impacted by your growth tactics. So we're very cognizant of how and when we approach each channel.

Inside of the tactical layer, there are four types of marketing (or channels) we leverage:

When we talk about channels, many people automatically think about SEO, PPC, Social Media, Copywriting. Those are more along the lines of the activities we would leverage under each of the four channels. 

The four channels are Paid, Owned, Earned and Shared. 

The channels are where the strategy is brought to life. 

Paid.
The paid channel is where you spend dollars to get in front of potential customers. This can come in the form of PPC like Google Adwords, Facebook Ads or some other form of display advertising. 

Earned.
The earned channel is where you gain attention based on a meritocracy. This comes in the form of search engine optimization (SEO) and is driven based on the value that your content delivers. This channel is also impacted by influencers based on word of mouth (WOM), reviews, product/service ratings, press releases or any other content that may be dubbed as viral. It's called earned for good reason, you have to deliver a great product and work to benefit from it, because if you don’t, someone else will.

Owned.
The owned channel is what you, the business creates. This comes in the form of blog posts, and website content. An effective marketing strategy uses paid and earned channels to drive traffic to owned assets. As a business, you want to focus on creating content that's unique, consultative, and highly relevant to where they are in their customer journey. 

Shared.
The shared channel is influenced almost exclusively by social media activity and your end-user (customers) activity. Some examples of this would be following other influencers in your niche, engaging with them and having them share your content. Engaging in, and adding value to related Facebook Groups or LinkedIn groups that are related to your vertical. 
Your digital marketing strategy must use at least one channel, but ideally it should leverage some elements of each of the four channels. For the individual in charge of your marketing strategy to only use one channel is negligent at best. Why? Because every product or service has buying stages, and every customer you are targeting uses different channels at different stages of the buying process. People that are doing some early stage research into your product/service will generally come through and Earned Channel. People that are further down the stages or "closer to the money" will generally come through a Paid Channel with a much greater intent to purchase. Whereas, a salesperson in an effort to push someone over the edge and close the deal may refer to an Owned Channel. 

It's critical to have multiple levers (options) in your business. If one lever fails to drive a result, you must have another to rely on so you're not left high and dry with no way to continue on with the strategy.

In marketing, options = control. Control of your business, control of your life, control of your destiny.
Execution.
The bottom of the stack is the execution elements of content, analytics and infrastructure.  They're not at the bottom because they are the least important of the elements, they’re at the bottom of the stack because they are the foundation of all digital marketing.  If any of the three are missing, you have no digital marketing. 

Infrastructure. 
The infrastructure element is all of the tech that powers your website and your online existence. It is the driver of everything in your digital marketing strategy and directly impacts your customer experience. If your site breaks, is slow or generates errors, every other element of the strategy suffers. In contrast, if it's clean, quick and stable, then every other element of the strategy benefits. 

Analytics.
The analytics element measures everything. W. Edwards Deming said it best "In God we trust, all others bring data." It's about tracking everything. If you can't track it, you shouldn't be doing it. It's traffic, business analytics, split-testing etc...Without tracking, you don't know if it is working and hope is never an effective strategy. 

Content.
The content element is all of the things you publish. It's what you say in video, it's what you write in text, it's what you say in audio, the images you post. It's blog posts, videos, product/service descriptions, careers page, about us page, contact us page etc...all of it. It’s all of the content you produce.
Digital marketing without content would be a blank white page. You can say forget it, and choose to not track the numbers (analytics), but with no numbers, you can't determine if you closed the gap between your current reality and your goal. This would be like throwing spaghetti on the wall and seeing what sticks, but doing it while blindfolded. Or, if you're really up for a good time, you can ignore infrastructure. It's always a rush of adrenaline when you send an email to 250,000 people, only to realize that the landing page form wasn't connected to anything. Good times right there. 

We've of course, have never had anything like that happen :-), nevertheless, we double and triple-check the infrastructure elements before any launch.
The Outcome...
A full-stack marketing game plan that's designed to achieve your business goals. 
We don't operate from templates. No two organizations are the same, so there's no template. 
We create a specific marketing strategy for each individual client based on the goals of their business. And it works. 
Ready To Discuss Your Strategy?
© 2019 Impact Media Co.
t 855-997-0437

a 2150 S Central Expy
McKinney, TX 75070
new business inquiries:
mark@impactmediaco.com
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