Digital Strategy: Flow's 9-Step Process.

The first step is what we call ‘kick-off’. It involves an initial workshop with you and your team to cover what we call your GPCT (goals, plans, challenges, and timelines). We like to sit down and have a candid conversation and ask questions such as:

• How will you define success in the short term?
• How would you define success one year from now?
• Who will be responsible for each part of your digital strategy?
• How do you make money? And what is the average Lifetime Value (LTV) of your customers?
• What are your current marketing efforts? How do you capture leads?
• Who are your main competitors?

The next step involves us ‘running the numbers’ to:

• Establish clear growth targets, based on the goals discussed in step 1.
• Establish a lead-to-customer conversion rate. And then determine if it is acceptable.
• Establish a target number of additional leads for your digital strategy.
• Establish the required website traffic needed to reach that number of leads at a 2-5% inquiry rate.

The main goal of this step is to ensure the numbers add up and your digital strategy goals are achievable.

The next step is to work with you to craft buyer profiles. These focus on the industry and companies rather than individuals (this is covered under buyer persona development). For example, your ideal buyer profile may be health care companies with less than 10,000 employees.

To help us work this step out, we ask you questions such as:

• Are you targeting B2B or B2C sales?
• Are there company sizes that are ideal, or not ideal, and who would buy your product?
• Do you define size as employees, revenue, customers, or another metric?
• Are there industries or verticals that are ideal or not ideal?
• Are there geographic locations that are ideal or not ideal?
• Are there other attributes that make the buyer ideal or not ideal?

Buyer personas are fictional generalised representations of your ideal customers. Having a deep understanding of your customer buyer persona(s) is critical to driving effective content that drives new customer acquisition. The idea when crafting buyer personas is to treat all personas as heroes of their own story. We do this by:

• Interviewing the main point of contact (POC) at your business.
• Potentially also speak with other core staff and some of your current customers.
• Create a profile of your customer’s key demographic information, such as age range, job title(s), income level, and geographic location.
• We also use psychographic information about your clients including their interests, personality types, purchasing decision behaviour, what their goals and challenges are, what success looks like for their role and what publications, blogs or influencers they follow.

A customer journey map is a visual representation of the process a customer or prospect goes through to achieve a goal with your company. With the help of a customer journey map, you can get a good sense of your customer’s motivations, needs and pain points.

We like to first determine your current ‘conversion path’, then work out how to improve on this to maximise conversions going forward.

This is where we integrate communications and operations between client sales and marketing teams. This helps to implement your strategy much more efficiently and ensures a smooth flow of information between your different teams.

This step involves creating your content strategy by:

• Establishing up to six pillar content topics.
• Establishing 4-8 cluster ideas per pillar.
• Figure out the average monthly search volume for each topic.
• Doing an audit of your current content.
• Analysing available audiences.
• Determining if you have any available databases for targeting.

This step involves doing a full Google Analytics audit to set goals via Google Tag Manager (GTM) for your digital strategy.

The final step is to conduct a full SEO audit and introduce an initial implementation strategy to manage SEO in-house on an ongoing basis. Once all of these steps have been followed we work alongside you to ensure your digital strategy is a success!