How I Plan & Manage It

The Big Picture

Turning your marketing around is not an easy task. It takes commitment and consistency. You need to be open-minded to change if need be. You’ve invested much time, energy, resources, and finances to getting this far. Now, we need to build, update, refine, and improve your marketing.  We are all in the art of convincing. Everything you and your company does has one thing in mind: CONVINCE.

You’re convincing prospects to visit your website.
You’re convincing them to visit more than one page.
You’re convincing them to act.
You’re convincing them to buy.
You’re convincing existing customers to renew, buy more, or stay with you (where lifetime value comes into play)

We’ll go through all these convincing processes and work to optimize each one during our engagement.



I’ll begin by taking a deep dive into your business.

I’ll begin by taking a deep dive into your business.  My assessments cover several topics to set the framework for marketing planning and lead generation. I want to learn as much as possible regarding:

  • Current business model and metrics for success
  • Your cost-per-acquisition goals and lifetime value of your average customer
  • Competition (which leads to my own SWOT analysis)
  • Target audiences – who, role, pain points, business challenges
  • Sales process and buying cycles
  • Current CRM and prospect/client outreach communications
  • Your current products/services: Why do prospects need them, and why buy from you

The outcome is a marketing road map, which plants the seeds for growth.  It’s the beginning of how I fix The Convince!


Planning & Managing

Next, I develop a plan for each element of your marketing strategy, or, your Convince plan, and then implement & manage those plans.

Next, I develop a plan for each element of your marketing strategy, or, your Convince plan.  Marketing plans include:

  • Website Enhancement (update content and design) to optimize for engagement and conversion
  • Content Marketing Plan (long-form papers, webinars, blogs, social media)
  • Search Engine Marketing Plan (SEO and paid search)
  • Video Marketing Plan (for website, thought leadership, advertising)
  • Media Plan (traditional, digital, direct marketing)
  • Promotional Plan (offers, upsell/cross-sell, collateral needs)
  • Email Marketing Plan (message, cadence, nurture segmenting)
  • E-commerce Shopping Engine Plan (Google, Amazon, feed management)
  • Conversion Optimization Plan
  • Tele-services and Appointment Setting Plan
  • Measurement Plan (Tracking, analytics, reporting)


Build new or update existing website

UX & UI, Design

Customer experience elements



Value proposition assessment

“Convincing” message analysis on website

Content map: match persona with relevant messages

Content review within all marketing material

Content Assets

Blogging & Editorial Calendar

Long-form content development: white papers, ebooks, webinars

Guest blogging

Video: Interview style or motion-graphic

Email Marketing

Email list procurement

Audience segment- message alignment

Marketing automation- lead nurture management

Email copy and design

Digital Media

Paid search management

Online display, retargeting, geofencing, programmatic, native, video, app, social

Intent and Predictive targeting based on data signals

Online trade media: enewsletters, ads, lead generation programs

Traditional Media

Media Planning and budgeting

Advanced TV buying (programmatic, connected, addressable)

Other Media: radio, print, out-of-home

Public relations

Direct Marketing

Mailing list research

Direct mail planning & strategy

Trade show and printing

Collateral design

Social Media

Message alignment with channels

Posting & Engagement

Training & coaching

Reputation management (reviews, ratings)

Trust Management

Testimonials & Case Studies

Awards and Associations

About Us/Leadership team page format

Data Security>

Conversion Optimization

Landing page build & optimization

Offer, upsell, cross-sell options

A/B testing offers and messages

Headline and navigation testing

Offers & Promotions

Offer plan for each target audience & retargeting or email

Free offer testing: trials, demos, assessments, shipping, etc.

Lead generation gated offers: downloads, newsletter submts

Web form optimization & design

Marketing Audit

Customer analysis & buyer persona development

Competitive environment

Current KPIs

CRM data cleansing & verification

Search Engine Optimization

Technical audit (crawling, site speed, tags, link profile)

Google My Business optimization

Keyword & Content optimization

App Store Optimization


Conversion goal completion plan

Google analytics dashboards

Website behavior flow analysis

Overall business KPI reporting and analysis

Tracking Management

Google Tag Manager

Call Tracking

Cart Abandonment Rate

Assisted conversions & attribution

Ongoing Engagement

My services each month will vary based on need, but typically, marketing consultant services cover:

Strategic plan implementation and management
Project management of tasks and teams
Constant marketing tactical optimization
Ongoing analytics, insights, and recommendations
Weekly or bi-weekly meetings

My Team

To solve and manage specific marketing tasks, I utilize an awesome team of creative and communications specialists on an as-needed basis, covering copy, design, video, SEO, and social media.   The team of seasoned experts are chosen specifically to support our ultimate goal — revenue growth.