Content Journey

SEO and client alignment

The more information we have about a client’s website and business, its plans, targets and future developments, the better we can deliver new patients to you.

We are believers in acting with intent; in ensuring that everything Executive Rehab Guide does (and spends money on) is done for a reason.

We like our SEO to have a clearly defined and strategic role in your business. We like it to work in tandem with your marketing team, to get the most out of all of our collective efforts.

Below is an example document Vanilla Circus put together with a client so that we are all singing from the same hymn sheet

Communication

 Working together

 Who in your company do we need to know? Who are the key personnel regarding our work?

  • Frequent contact people
  • Who would you like to see our end of month reports?
  • Who is available to give feedback on sales enquiry conversions
  • Are there any outside agencies working with you that we will need to be in contact with?
    • If so can we have contact details?

 

Company Services/products

(Please answer)

  • Which are the most profitable / most popular
  • Most desirable for the company to sell more of
  • New products/services
  • New markets

Alignment

 Can we be sent on a regular basis anything that marketing and sales are planning and discussing?

  • Company News /Special promotions and offers
  • Which product you wish to push at different times of year
  • Your marketing strategy/plan outlining any new goals and targets for each quarter
  • New sales presentations, please email
  • New client acquisition/New Case studies

Define Audience

Defining your ideal online customer

Please provide more information

  1. Who are your current customers?
  2. Who is your target audience?
  3. Is there more than one audience?

What does your ideal customer demographic look like?

  1. Gender:
  2. Income/ Occupation:
  3. Location:
  4. What are their needs/concerns?
    1. What does it mean for them, my customer?

Target Audience

  Please comment

Three audiences ranked in importance

  1. SMEs (SMBs)
  2. Adverting agencies
  3. Partners (potential)

 

1. SMEs

 

Definition   The UK definition of SME is generally a small or medium-sized enterprise with fewer than 250 employees. The EU also defines an SME as a business with fewer than 250 employees, a turnover of less than £50 million, or a balance sheet total of less than £43 million.

Characteristics

  • Primarily concerned with their immediate/shorter-term needs
  • SMEs face lack of time, financial limits and staff shortages
  • May be new to Outdoor and need help and advice
    • Need a degree of hand-holding
  • Might not have access to retained creative agency services
    • May be interested in package prices
  • More likely to be interested in local advertising as opposed to Nationwide
  • SMEs: you may find that your target persona to be the unification of the entrepreneur, the investor and the operations manager etc.

Size of business Micro-enterprises. Micro-enterprises are companies that have less than 10 employees and have an annual turnover or an annual balance sheet total of no more than £2 million.

Small enterprises. Small companies are companies with less than 50 employees and have an annual turnover or an annual balance sheet total of no more than £10 million.

Target market segment- Medium-sized enterprises. Medium-sized companies are companies with less than 250 employees and have an annual turnover not exceeding £50 million or an annual balance sheet total not exceeding € 43 million. Age of business/progression state

  • start-up and survival
  • high growth and maintaining ground
  • consolidation and stabilisation
  • mergers and acquisitions
  • final resource maturity and possible sale

Sector: B2C then B2B Personel Who tends to make the buying decisions: Are you targeting the CEO? The CTO? The marketing director etc ? Age: 30+

Gender: Either

Location: UK, city

Level of education: Degree Challenges

  • A significant number of small business owners see marketing/advertising as a cost
  • Budget, believe Outdoor is too expensive
  • Education on Outdoor process, cost and range
  • The process may be too slow
  • Creative may be a barrier

Barriers to sale

  • Establishing urgency
    • Make the most of case study examples of similar situations.
  • Detail the pros and cons of your solution and make sure your buyer is well educated in why your solution is the most relevant and fitting for them
  • Take the prospect’s Buyer’s Journey stage into consideration.
    • Is Client xyz’s sales cycle is too long
  • Prospects struggle with the product price
  • Can the website have information to curtail this?
  • Stakeholders can’t agree on purchase
  • Prospects don’t see the value in the product
    • Case studies
  • Sales teams lose deals to competitors
    • Why?
    • Who?

Questions that need addressing

  • What is the decision-making process like?
  • What other AD products are they considering?
  • Who and what influences their decisions?
  • What advertising products do they already buy?
  • Who and what influences their decisions?
  • Are there common questions or hurdles that Client xyz salesmen hear every day?

 

2. Adverting agencies

We need more information on:

  • Size and Location
  • Type of agency, Produces they buy
  • Level of service they need
  • Upsell opportunities
  • What type of agencies by what product
  • Do all agencies know of all of Client xyz’s products
  • SLA to agencies/Confidentiality
  • Price mark up?

 

3. Partners

 

We need more information on:

 

  • Current partners
  • Partner churn
  • Potential new partners
    • Do partners approach Client xyz, what is the process?
  • What do they need to know to partner with Client xyz
  • Is there a competitor they can go with etc.
  • Who is Client xyz looking to target?

Market

  • What is your current market?
  • Do you want to reach a different customer/market/location?
  • Could we have a list of customers

Communication

 

Working together

 

  1. Who in your company do we need to know? Who are the key personnel regarding our work?
  2. Frequent contact people
  3. Who would you like to see our end of month reports?
  4. Who is available to give feedback on sales enquiry conversions
  5. Are there any outside agencies working with you that we will need to be in contact with? If so can we have contact details

 

Company Services/products

(Please answer)

  • Which are the most profitable / most popular
  • Most desirable for the company to sell more of
  • New products/services
  • New markets

Alignment

 

Can we be sent on a regular basis anything that marketing and sales are planning and discussing?

 

  • Company News /Special promotions and offers
  • Which product you wish to push at different times of year
  • Your marketing strategy/plan outlining any new goals and targets for each quarter
  • New sales presentations, please email
  • New client acquisition/New Case studies

Competitors

  1. Who are your competitors? Provide a list
  2. How does your competitor do things?
    1. What business insights can you share about your competition?

USPs

 UNIQUE selling POINT: No facts, no USP.

A unique selling point isn’t specific marketing offers – like 10% off, free shipping, or 24/7 customer service, or a strong return policy. This is because they are NOT unique to your business. We use USPs as sound bites within all content to help sell your brand to your new customers.

Food for thought

  • What Do People Look For Who Are Buying your products?
  • What Message (Or Messages) Can I Use To Get People Interested Client xyz’s products

Please provide

 FACTS | FIGURES | QUOTES | KEY PERSONNEL WE CAN MENTION

  • What’s your vision/mission?
  • What are your core values?
  • What will make you famous?

Example Brand Facts and Quotes

  • What facts can you boast about your business?
    • How long has your business been going?
    • Do you use the latest technology?
    • How many clients/customers have you helped?
  • What are your successes?
  • What in your company history makes your business unique?
  • Can you provide quotes from senior professional staff who are knowledgeable in the field?
    • Who can we quote that is going to remain a staple in the company?
  • Is your business/brand point of differentiation communicated?
    • Is it understood by customers?
  • What are my competitive advantages?

Example Products/Services

  • What is unique about your products/services?
    • Difference to competition
    • Experience
    • Market share
    • Delivery
    • Personnel
  • How is your product priced?
    • Flexibility
  • WHAT can we say about the price?

Example Customer experience

  • How do you make the customer experience easy?
  • In what aspects is the customer in control?
  • What options do you offer the customer (payment options, products etc)?
  • 10 reasons why a customer would choose you
  • How do you go the extra mile for your customers?
  • What are your customer’s biggest problems and how do you provide solutions?
  • What are the benefits of each of your services?
  • How do you deliver on what you promise?

Partners

 

Please provide

 

  • Who are your partners in business?
  • What brands are you connected with?
  • What official sources support your work?
    • Ie bus, train, TFL
      • Can we have a list?
  •  Who are your competitors? Provide a list
  • How does your competitor do things?
    • What business insights can you share about your competition?

Last fact checked and updated on June 2, 2021