Most new clients come to us looking to build a new website or invest in lead generation tactics such as SEO and paid search, but let’s be real – tweaking the look and feel of your website or spending a few bucks on Google Ads will NOT change the growth trajectory of your business.

At WaddyFletch, we don’t think you should spend a dime on marketing or web design until you have a solid foundation built on strategic planning and thoughtful brand positioning. Yes, rehashing your go-to-market strategy, brand story, brand promise, ideal customer profile, and your sales offer is hard work, but getting this right pays big dividends. Building this foundation first is the ONLY WAY to create sales offers that differentiate your business from the competition, marketing campaigns that attract the right people, and website experiences that turn visitors into customers.

Our process of Connecting the Dots between your customer’s needs and your go-to-market strategy, brand story, website experience and marketing campaigns is the only way to take your business to the proverbial Next Level.

Strategy is one of the most misunderstood words in business. Most people confuse strategy and tactics all the time. We like to describe strategy as the direction of travel for a business while tactics are the steps to be taken on the journey to reach the final destination.

We help our clients think through every step of their strategy from what they want to achieve to how they will make it happen:

Business Foundation

• Purpose
• Mission
• Vision
• Core Values

Strategic Plan

• Go-To-Market Strategy
• Total Addressable Market (TAM)
• Target Market / Niche
• Customer Pain Points
• Products and Services
• Unique Selling Proposition

Action Plan

• Business Goals
• Key Initiatives
• Milestones
• Assignments
• Key Performance Indicators (KPIs)
• Budget

Deliverables

• 2 Page Strategic Plan
• SWOT Analysis

Here are some of the key questions we cover during strategic planning. Most people struggle to answer some of these questions, but we partner with your team and figure it out together:

SWOT Analysis

• • What are your company’s key strengths and weaknesses?
  • What market opportunities and threats should you address now?

Strategy

• • Where should you play and how can you win?
  • What capabilities, tools and resources must be in place to win?
  • What are your long term goals?

Numbers

• • How much money do you have to invest in business growth?
  • If you had $1 million to invest in growing your business, where would you invest and why?

Inspiration:

Disney’s Mission Statement

To entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world’s premier entertainment company.

Disney’s Vision Statement

To be one of the world’s leading producers and providers of entertainment and information.

Branding is another complex subject, but at its core, branding is the process of creating a distinct identity for a business in the mind of a target audience or group of companies. We help clients design their brand image and clarify their brand positioning and messaging. Then we make sure it is communicated consistently across every customer touch point:.

Positioning

• Market Research
• Competitive Analysis
• Customer Journey
• Customer Touch Points
• Buyer Personas
• Ideal Customer Profile

Brand Message

• Positioning Statement
• Brand Promise
• Elevator Pitch
• Sales Offer
• Unique Selling Proposition (USP)
• Cornerstone Content

Brand Visuals

• Logo
• Colors
• Typography
• Icons and Graphics
• Photos

Deliverables

• Brand Guide
• Difference Map
• Value Pillars
• Buyer Personas
• Ideal Customer Profile

Here are some of the things we help our clients clarify when we develop brand standards and sales messaging:

Positioning

• • Who is your ideal customer and how do you reach them?
  • Why are you different and/or better than the competition?
  • Who are your competitors and what makes them stand out?
  • What people, products, services or capabilities give you a competitive advantage?

Branding

• • What is your brand promise or unique value proposition?
  • What is your story of origin?
  • What is your why for doing what you do?
  • Which values will guide your business?
  • What is your brand personality and voice?

Inspiration:

Airbnb Elevator Pitch

For a tourist traveling to any part of the world, accommodation and expenses are the biggest two worries.

Worldwide, people have extra rooms and spare beds that they are willing to rent to tourists.

Our platform will bring together the tourists and local community, and help them create a mutually beneficial relationship.

Tourists will be able to get cheaper bargains on rooms and while locals will be monetizing their vacant spaces.

Our platform will be connecting the two and charging a 10% commission.

In today’s world, buyers have all the power. When they have a problem, they do their own research by browsing websites, reading reviews, and asking for referrals on social media  – all before they reach out to your company for information. If you don’t have a modern, content rich, visually appealing website, then you will not make the short list of your prospective buyers and your business will struggle to grow.

Web Design

• Audience Segmentation
• Persuasive Content
• Brand Continuity
• Search Engine Optimization
• Conversion Rate Optimization

Tools

• WP Engine
• WordPress
• Shopify
• Google Analytics

Inspiration:

Geico Brand Promise

15 minutes or less can save you 15% or more on car insurance.

There are hundreds of ways to promote your business from content marketing and SEO to paid search and digital advertising, but only a few of these tactics will generate the return on investment you require for your business. The keys to success are setting clear goals, testing each viable channel, measuring the results, calculating the return on investment, and optimizing everything based on analytics and data insights.

Channels & Tactics

• Content Marketing
• Search Engine Marketing (PPC)
• Search Engine Optimization (SEO)
• Display Advertising
• Social Media Advertising
• Social Media Marketing
• Online Networking
• Email Marketing

Tools

• Google Analytics
• Google Search Console
• Content Calendar
• KPI Dashboard

Here are some of the key questions we cover when building your website and deciding on the right marketing channels to drive leads and sales:

Marketing

• • Where do your leads and sales come from today?
  • What is working and not working in your marketing and sales efforts?

Sales

• • Why do you lose to the competition?
  • What is the weakest link in your sales process?

Numbers

• • What is the lifetime value of your average customer or client?
  • What percent of your revenue do you spend on marketing?
  • What are you willing to pay to acquire a new customer?

Where do you stand on each of the check boxes above? Do you feel good about your strategy, branding, marketing and where your business is today?

If feel like you need help clarifying, codifying and connecting the dots on all these things, then let’s have a conversation.