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So let's say a hosting company with very little brand presence, and wants to hire someone to build the online brans presence and boost some sales, what would be your work for the first few months in order to achieve that goal (building online presence).

  • SK

    Sean Kirby

    over 3 years ago #

    The first thing I would do is clearly define the target audience. If they didn't have personas, I'd make sure to create them. And if they did, I would revisit and refine them. Speaking directly with customers would be critical in addition to looking through data and conducting surveys.

    With an intimate understanding of the target audience, you can figure out where they are online and what motivates them. At this point I would also look at how the competition positions itself online. From all that I would build out my strategy, which could include blogging, guest blogging, content syndication, strategic partnerships and PR, to name a few.

    I hope that helps.

  • PV

    Philippe Vdhd

    over 3 years ago #

    1) Learn everything you can about the audience. (See Sean's answer)

    2) Map out the funnel that currently is in place. See where the holes are.

    3) Your goal of building an online presence is a bit too broad/vague. After you've analysed the audience and mapped out the funnel, you should be able to see where the opportunity is. Ultimately, you want your efforts to contribute to more sales. (or trials or more demo appointments if you're in a high-ticket environment)

    So define the metrics that you're going to focus on. How else are you going to show your CEO that you built the online presence in a meaningful way?

    4) I would start with filling the holes to ensure prospects have a smooth way from getting to your website to a sale. Once that process is set, you can find ways to increase traffic and optimizing each conversion point between the visit and the sale.

    5) I asked a similar question about a year ago. The answers will be helpful for you too: https://growthhackers.com/questions/ask-gh-first-things-to-do-look-at-when-getting-on-board-with-a-b2b-startup-as-their-first-marketer

  • JA

    Justin Adelson

    over 3 years ago #

    In addition to what @seankirby said, I always look to see what the company has done in the past (if anything), what platforms and tracking software they have implemented, what budget they have available, and when they want to start seeing some actionable data. Defining your target audience and/or persona(s) is very important, but I also find it useful to have all of your marketing components set up so you can start tracking your success from day 1 - it is very common for me to find a web-based company with little-to-no tracking or lead capturing methods integrated into their sales funnel. It does not take long to implement new platforms; doing that first lets you track visitor behaviors while you work on audience strategies.

  • ST

    Stanley Tan

    over 3 years ago #

    1. Find your target buyer's persona / Who is spending the most money with the company

    To add to @seankirby answer on this, a good buyer persona to me is someone who spends a lot of money with the company. A Fortune500 company doesn't necessarily mean they will make a good client.
    How I did was I took all our customers and broke them down into industries (i.e: restaurants, marketing agencies, media companies, car dealerships, etc). From there, you can find out which segment is spending the most money and create a marketing strategy to target those customers.

    2. Creating a strategy / Find out where they hang out

    To us, Google was our #1 online marketing channel. This is based on speaking with similar companies' overseas and also comparing other marketing channels in terms of quality of traffic and volume.

    3. Execute on your strategy / Driving traffic via those channels

    This is where your expertise in driving traffic via those marketing channels come in. If your #1 channel is SEO and you suck at it, you are most probably going to have a hard time at your job.
    In terms of SEO, it is on-page SEO, link building, UI/UX, making your website faster, optimizing conversion rates, etc.