Process

Process is more than just templates and procedures. It's a method and a mindset. My first exposure to process happened way before I had a "professional" life... it started with developing music practice routines and finding pathways to creative expression.

Once I started producing media professionally, I discovered the importance of data and formal analysis. Today, my process is about harnessing creative energy to produce real, practical results.

When I take on a digital media project, I need to get up to speed and generate results quickly. This requires a mix of strategy, content, and marketing. Here's how I approach it.

Research

Even if you're the "expert," there are always people who know more. This could be your audience, customers, or industry experts. I find out who they are and where they spend time online. From there, I study, engage, and ask questions.

Typical research methods include:

  • One-on-one interviews
  • Polls & surveys
  • Long-form content from reputable sources
  • Following experts, leaders, and influencers

Analyze

Your digital presence provides opportunities and challenges — these vary based on the scale of your presence. I take a close look at your current digital properties to assess where we could make an impact. Most of the time, there's opportunity for improvement.

Here are some of the most common problems I find:

  • You have at least 1-2 digital channels that present a business opportunity
  • You have a website, but you're not using it to its full potential
  • You need technical improvements on one or more properties

Try a Pilot Program

If you want to make an impact, you have to try some new ideas. Once you understand the problem and have a few solution ideas, it's time to try them out. Usually we start with a pilot program or trial run.

Typical pilot programs include:

  • Organic content campaigns
  • Facebook & Instagram advertising
  • Email drip campaigns
  • Digital video campaigns

Test & Measure

When you're trying new ideas, you need to test them against measurable objectives. The objectives and metrics will vary depending on the problem we're trying to solve.

Some examples of scalable marketing systems:

  • Impressions, reach, and frequency
  • Email signups, open rate, and click through rate
  • Video views and time watched
  • Qualified leads
  • Web sales / revenue

Refine & Scale

Once we have data and feedback, it's time to start tweaking. The goal is to develop a system where you get out more than you put in. Once that system is working, you can start to scale.

Some examples of scalable marketing systems:

  • Lead generation campaigns
  • Customer acquisition campaigns
  • Email workflows & email automation
  • Content distribution workflows