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HERE'S THE GAME PLAN

Let's start.

CREATING A MARKETING GAME PLAN

Similarly to the buyer's journey, The Marketing Game Plan is divided into three main parts. This three step process is broken down into smaller components that have been outline below. 

01. DISCOVERY

We start by taking a close look at your core vision, mission, values, competitors, market, and target audience to better understand the brand we hope to build.

02. STRATEGY

We'll then create a strategy to drive traffic and convert leads into sales. From the top of the funnel, to the bottom, we'll define goals and KPI's to reach our target.

03. EXECUTION

Finally, we focus on creating captivating and valuable content such as videos, blogs, articles, press releases and social media posts to drive campaigns.

STEP 1: DISCOVERY


01. BRAND DISCOVERY

We begin by uncovering the vision, mission and core values of your business, our hero. This is the "true north" of your brand. Through a series of brand discovery meetings, we'll uncover your brand's character archetype and persona.
  • Analysis of Current Marketing & Brand
    • About the Client
    • Brand & Marketing Audits
    • Description of Company Sales Team
    • CRM Analysis
    • Description of Pricing Model
    • Value Provided to Audiences ​
  • Vision Statement
  • Mission Statement
  • Core Values

02. MARKET/COMPETITOR ANALYSIS

Next, we'll take a close look at the market and dissect your competitors. We'll deploy online auditing tools to learn & map the competition for their strengths & weaknesses to identify threats and areas of opportunity.
  • Competitive Advantages & Brand Differentiation
  • Top 10 Competitors
  • Competitive Analysis
If you know your enemy you know yourself. - Sun Tzu  (Art of War)

03. UNIQUE VALUE PROPOSITION

Developing a value proposition statement is marketing 101. Using Empathy Mapping and Value Proposition Interface Canvas we'll create a clear, concise and powerful value positioning statement to drive your messaging.
  • Description of the Value Proposition
  • Gain Value Proposition
  • Pain Value Proposition

04. BUYER PERSONAS

Your buyer personas dictate they way your brand communicates. By better understanding your audience your messaging will connect directly with the people who matter most, your consumers. Buyer personas help brings those relationships to life. Leverage character archetypes to connect to the human collective unconscious.
  • Description of Ideal Customer
  • Keyword Analysis​

STEP 2: STRATEGY


05. QUALITY LEAD IDENTIFICATION

Savvy sales and marketing professionals understand, the higher the quality of leads, the more business success. That's why we identify leads by depth, accuracy, reliability, and fitness for purpose. 
  • Description of Prospect
  • Typical Customer’s Buying Process
  • What makes customers buy from you for the first time? (Acquisition)
  • What keeps your customers coming back? (Retention)
  • Where do your best leads come from?
  • Quality Lead Identification Statement

06. DEFINITIONS OF MQL & SQL

Develop your sales funnel by defining and score your leads throughout your consumer lifecycle. By integrating smart customer relationship management tools to your business, you'll be able to blur the lines between sales and marketing while making your consumer's journey measurable. 
  • Definition of a Marketing Qualified Lead? (MQL)
  • Factors that make an MQL a Sales Qualified Lead (SQL)
  • What actions indicate that a lead is Sales Ready?

07. DEFINING GOALS & KPI'S​

Your marketing strategy always begins with defining your realistic goals followed by working backwards to identify key performance indicators to keep your marketing efforts on track to reach your goals. ​Your business goals dictate your marketing strategy and campaigns. ​
  • Outline of Required Benchmarks
  • Description of Benchmarks
  • Critical Success Metrics
  • Key Performance Indicators (KPI’s)
  • When it is obvious that the goals cannot be reached, don't adjust the goals, adjust the action steps.--Confucius

08. CAMPAIGN DEVELOPMENT

Combining digital and traditional marketing strategies, we'll begin to develop campaigns to drive towards your business and brand goals. From website optimization, social media, email marketing, to chat marketing, and experiential marketing, we'll plan the scope, requirements, and outline of each campaign.​
  • CRM Integration
  • Initial Visual Content Creation
  • Website Optimization
  • Video Creation
  • Blog Development (Evergreen) & Migration of Blog Articles
  • Social Media Profile Creation & Optimization
  • Sales Funnel Development
    • Initial Creation of Premium Content
    • Initial Creation of Landing Pages
    • Initial Creation of Calls to Action
  • CRM Development
    • Initial Import of Contacts / Contact Database Setup
    • Initial Setup of Marketing Automation
    • Initial Setup of Lead Scoring
  • Initial Training Required

STEP 3: EXECUTION


09. STRATEGY TO DRIVE TRAFFIC

Drive traffic to your sales funnel. Blogs, social media, PR campaigns, paid advertising will help drive new visitors to discover your brand and begin their buyers journey. ​
  • General Overview
  • Blogging
  • Social Media Marketing
  • Search Engine Optimization
  • Visual Content Marketing

10. LEAD GENERATION STRATEGY

Your strategy is always value driven. Using landing pages, lead magnets and call to actions, your online presence will convert visitors to leads with ease and simplicity. Using A-B testing, we'll systematically grow your conversion rates. 
  • General Overview
  • Premium Content (Lead Magnets)
  • Landing Pages
  • Call to Actions

11. STRATEGY TO GROW SALES

It's no secret, sales fuels businesses. Your sales strategy is vitally important to the success of your business. Nurturing leads is a delicate process but when done correct, this is the most enjoyable moment of your buyers journey. Simplify your sales process to shorten your sale cycle and close at high percentages.
  • General Overview
  • An Agency’s Role in Growing Sales
  • Prospect Intelligence
  • Lead Intelligence
  • Lead Segmentation
  • Lead Scoring
  • Workflow Management
  • Email Marketing
  • Lead Nurturing

12. ANALYTICS & ROI

Measure, rinse, repeat using analytic tools to watch your business grow. Take the guessing game out of digital marketing by taking control over your brand story and buyer's journey. We believe good marketing should pay for itself. A clear return of investment is due diligence. 
  • Marketing Analysis Overview
  • Ongoing Competitive Analysis
  • Marketing KPI Analysis & Reporting
  • Closed-Loop Reporting
War is 90% information. -- Napoleon Bonaparte

THE MARKETER'S GUIDE TO CREATING ENCHANTING BRAND STORIES

Craft an enchanting brand story using the power of character archetypes and storytelling to engage your audience emotionally.
Craft a Brand Story

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ABOUT ANTHONY NGUYEN

I'm a creative sales and marketing strategist at InThink Agency, a full service marketing agency located in Worcester, Massachusetts and Providence, Rhode Island. I've worked hands on in the creative marketing industry since 2005 practicing multiple disciplines including design, sales, marketing, video and photography. I work with  small to medium sized businesses and start-ups, creating effective brand stories and marketing strategies on shoe-string budgets.
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Anthony Nguyen © 2019 All Rights Reserved | Handcrafted in Worcester, Massachusetts
  • Home
  • About
  • Services
    • Branding
    • Strategy
    • Websites
  • Art of Storytelling
    • Guide to Brand Stories
    • Character Archetypes
    • Marketing Game Plan
    • Filmjutsu
  • Daily Grind
  • Connect