A strong marketing strategy is a top priority for effectively reaching a new audience and driving business. A multi-channel campaign will outline the steps to quickly and efficiently excel marketing efforts.
InLight Leadership Group is a Vermont-based business offering leadership consulting, executive coaching, and team-building tools to align your people and business strategies.
The client wanted to establish itself as a thought leader in the industry, engage with a loyal customer base, increase brand awareness with the target market, and generate and nurture high-quality leads through the sales funnel. So, they turned to LONDONmiddlebury to create a marketing strategy tailored to these goals.
Our journey to create a multi-channel marketing strategy for InLight Leadership Group began with a deep diver into understanding the company’s core foundation. We started by identifying short and long-term goals, analyzing current offerings, and articulating the unique value proposition. This initial groundwork allowed us to pave the way for the crucial phase of audience research and analysis, where we mapped out the target audience, created detailed buyer personas, and made efforts to understand the customer journey.
With a clear picture of who we were trying to reach with the client’s marketing efforts, we entered the channel selection process. The most important steps in this process were:
Through collaborative workshops with InLight Leadership Group, we narrowed down our options to five key marketing channels: website, email marketing, social media, digital advertising, and networking. Each channel was chosen based on its specific strengths in reaching and engaging InLight Leadership Group’s target audience. For example, the website was identified as crucial for establishing brand identity and facilitating conversions, while networking events were selected for their potential to showcase expertise and make personal connections.
With channels defined, we moved forward with developing an implementation and content strategy. This included defining four distinct content pillars to guide content creation, ensure consistency in messaging, and demonstrate thought leadership in key areas. From there, we were able to brainstorm potential topics and themes and align content ideas with InLight Leadership Group’s expertise and audience interests to create an execution strategy. We defined an approach that ensured content isn’t created in isolation but is part of an ongoing, iterative process that maximizes its impact across chosen channels. This cascading content strategy was formed to return the investment on content creation and make it easier to develop content across platforms and channels.
By focusing on the process rather than just the outcomes, we were able to create a tailored marketing strategy that not only meets InLight Leadership Group’s current needs but also provides a framework for ongoing marketing success.
We delivered a comprehensive marketing strategy, a content production schedule, and a content calendar Airtable. The marketing strategy outlined a plan for rollout to make the transition as seamless as possible and show how each element relates to one another. The content product schedule and content calendar outlined the creation and production process over the course of a year, including blog topic ideas for each month. Using these resources, InLight Leadership Group has the confidence to kickstart its marketing efforts to reach its goals.
We’re looking forward to watching the implementation of these strategies. Check back here to see the success the project will bring to InLight Leadership Group. And if you’re looking to create lasting change and become a fulfilled and influential leader that inspires others, run, don’t walk, to connect with Heather from InLight Leadership Group!