WCKD Marketing Program
Build and perfect your online presence
The WCKD Marketing Program designed by Cory Marazzo focuses on 90-day marketing plans to manage continuous improvements.
For larger organizations, we collaborate with their in-house team to tackle one-off projects or help fill gaps in their marketing structure. For smaller businesses and organizations, we can act like a complete outsourced marketing department, helping to plan, execute and measure marketing performance. Either way, our marketing services can be applied as a whole or independently and how much help you want - or need - is up to you.
We manage continuous improvements across the following four tracks:
Know you need more marketing but don’t know where to start? We can help. During discovery, we use several tools and processes that can add value to many different aspects of the marketing process. We study the available data from competitors, previous campaigns, audience insights, and additional sources to fuel the marketing strategy. Remember: there is no one-size-fits-all strategy; every strategy has unique strengths and weaknesses.
A great product or service does not need a strong visual identity - it lives on its own without any introductions, but crafting a brand and telling your brand story undoubtedly builds deeper connections with your audience. Integration with the WCKD Marketing Program helps to strengthen your online identity - i.e. consistent use of your identity across social profiles, directory listings, review sites, etc. This ensures that it is easy for consumers to find your brand, products or services.
Once you have a clear sense of what you want your company to stand for and to accomplish, you need to communicate this vision clearly and regularly. The Creative Track is all about the decision-making moments that lead people to your store or website. We create a library full of reusable ads, photos, videos, messaging, landing pages, and more. Every design and every line of code within it are carefully considered and each builds on the one before it. It is a simple structure and is easy to make adjustments so you can test which variations engaged better.
The great thing about digital experimentation is that you can keep on trying new ideas and get pretty much instant feedback. That is the nature of the Marketing Track. A cycle you keep doing continually. Always probing, doing lots of small things, learning from customers what works and what doesn’t, enabling you to build on successes or go in an entirely different direction.
Outbound vs. Inbound Marketing
If you plan to take full advantage of the opportunity the Internet has to offer, a combination of outbound marketing (to increase exposure) and inbound marketing (to improve user experience) can have long-ranging effects on how your brand resonates with your audience.
Think of inbound marketing as the ongoing development of a relationship; however, you cannot have that relationship without the initial introduction that outbound marketing provides.
What is Outbound Marketing?
Outbound marketing involves getting your marketing message to the largest number of people possible in the shortest amount of time. Your business does not need to be active on every channel; however, you must create a consistent experience using the resources and talent at your disposal.
Outbound marketing can be segmented into owned, paid, and earned media:
- Creation of assets that are within your control, such as stationery, websites, blogs, videos, and whatever information would be interesting and valuable to your audience.
- Paying to promote your owned media can help get the ball rolling quickly and drive more exposure, such as pay-per-click platforms, display ads, email marketing, link building, affiliate marketing, etc.
- The reward of effective marketing across all channels and devices, such as positive word-of-mouth, search rankings, customer reviews, social media shares, etc.
What is Inbound Marketing?
Inbound marketing is the best way to turn website visitors into customers and promoters of your business. By experimenting with different content or functionality (visuals, messaging, offers, discounts, etc.), we learn which interactions work and which do not. Then, refine and test again based on predetermined Key Performance Indicators (KPIs).
Inbound marketing is about improving the consumer experience, such as:
- Consumers need to be able to find and seamlessly interact with your brand. That is why continuity between design and content is the foundation of digital marketing success, no matter the channel on which your brand appears.
- A website with the best content will still fail to generate leads if it is too slow, lacking useful functionality, or is not easy to use across different screen sizes. To rank better and to earn more leads, each page needs to have a clear purpose, reflect technical best practices, and be easily accessible to people who need quick, up-to-date information.
- Advertising has moved beyond individual tactics and focuses more on the overall customer experience across multiple channels. To maximize the effectiveness of your marketing, you should be adapting your message to reach your audience when and where they want to engage with your brand. Experiment, measure and learn to improve the user experience.
- To create a healthy dialogue, it is essential to clearly and honestly communicate brand values, and ensure advertising campaigns reflect and demonstrate them. The objective is to develop credibility with your target audience - this not only means inviting the audience to talk about the good aspects of your company, but also being bold enough to accept the less positive and open it up for discussion.
At times, digital marketing can seem overwhelming because recommendations can change based on Google’s mood, your competition, or consumer response. You have a ton of options, some more productive than others, which are why we set goals for the year, assess performance outcomes each quarter, and keep the individual activities to monthly campaigns.