A Marketing Process Focused on Results

Here, there are no random acts of marketing. All roads lead back to your business plan.  

Our most successful clients are those who:

  • Believe in doing it right, and are prepared to put in the time and effort
  • Have confidence in the digital path to new customers
  • Believe that marketing shouldn’t be a deep, undefined void
  • Understand they have to spend money to make money

We build marketing programs designed for mid-market businesses ready to put their brands on the map.

Get more buyers, grow your sales.

Start with a brand that means something. Help new customers to find you, trust you, and tell their friends about you. Add technology to power results; That’s how our solutions put businesses on the map.

Our four-step approach gets you the results you want:

Step1
Diagnose

Ask the right questions. Start with a sharpened needs assessment so you know where to go next.

Step 2
Plan

Focus. Create a marketing plan that is tied to your very specific business goals.

Step 3
Implement

Get practical. Build a turnkey system that will put the plan into practice.

Step 4
Improve

Set goals and benchmarks. Assess, revise, improve. Repeat.

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Step 1: Diagnose

To begin, we assess existing marketing processes and connect them to your marketing priorities. What’s working, and what needs to shift, to grow your business? Then, we connect with company stakeholders to further define your point of difference - in benefits and values, not product features.

The result is a clear understanding about “Why you?”, and a roadmap for growth, tailored to your needs. 

How it works:

We conduct a strategy workshop and marketing assessment with your team, designed to uncover:

  • Business growth objectives and paths to achieving them
  • Research-based customer insights that can be leveraged to close more sales 
  • Opportunities to improve your content funnel effectiveness and impact
  • Unleveraged assets that can be used to to attract new customers
  • Core strategies for achieving revenue goals, and preferred tactics for implementation
  • Infrastructure, budget and processes required to get results.

This work forms the cornerstone of your marketing strategy.

What do you get:

A strategy outline that defines:

  • Business and marketing priorities
  • How marketing resources should be spent
  • Actionable buyer personas – in other words, a deep understanding of your customer’s decision process, for improved messaging and content  
  • Refreshed brand value proposition that better connects with your customers, if necessary
  • A roadmap for all the marketing activities needed to achieve your business objectives

Next, we look at the big picture and build a plan you can follow.

“During the workshops, some clients tell me about all the wonderful features of their product.

But then when I ask what their competition is doing, it turns out they have features too. What we’re really doing in these workshops is drilling down on the elements that distinguish your business from your competition.

We are on a quest to find your true calling, your reason, and why customers need you.

Ilene Rosenthal
Ilene Rosenthal
Chief Marketing Partner,
White Space Marketing Group
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Step 2: Get a detailed and achievable marketing plan

Define the elements necessary to build a program that makes sense: messaging, marketing automation, content, social media presence.

How it works:

Here, we define the elements necessary to achieve the declared company objectives. Based on the strategy workshop and marketing assessment, we select the best action plan from a long list of possible tactics:

  • Develop a messaging strategy
  • Build or enhance a lead database
  • Redesign a website
  • Establish a marketing automation system
  • Build a social media presence
  • Create marketing content (blogs, website, promotional material)
  • Implement SEO Improvements
  • Develop advertising plans and tactics for PPC, online or traditional advertising
  • Brand identity development
  • Brand design development for electronic or printed assets
  • Produce video, webinars, training devices, apps and other digital tools
  • Aligning your marketing and sales process

What do you get

The roadmap we will create for you will deliver:

  • Core messaging that will resonate with your customers
  • A digitally-driven marketing mix to help your business achieve its potential
  • Marketing programs that reflect your priorities
  • Budgets to guide you along the way

Every idea we present to you has a measurable KPI, identifies expected results and defines the business benefits.

Plus, it takes into account the resources you have at hand so you don’t get a pie-in-the-sky plan.

Next, we put the plan into effect.

“We like to think of ourselves as the GPS of marketing.  The plans we create for our clients are roadmaps; they really do include a destination, and directions for getting there.”

Bari Cener
Bari Cener
Client Services Director,
White Space Marketing Group
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Step 3. Implement

Systems make things work more smoothly. Confirmed infrastructure needs, scheduling and staffing bring a sensible plan to life.

How it works

Our implementation recommendations have to be flexible, since different clients have different manpower needs. For some clients, White Space is a fully operational outsourced marketing department.  For others, we handle the inbound marketing processes and work in partnership with a client's existing in-house or vendor staff.

Sometimes we are the coordinating body for a number of outsourced marketing partners; other times, a company manages these processes while we fulfill specific functions like managing the HubSpot portal or creating content and branded design.

We work with clients to craft a detailed scope of work so fees can be managed according to expectations and perceived value. We partner with clients on a 12-month retainer basis so we can become true partners, track results, and recommend improvements over time.

What do you get

  • A customized plan: deliverables and timing
  • Monthly activity and metrics reporting, with a dashboard to track real-time results
  • Weekly status meetings
  • Budget reconciliation; predictable marketing expenses based on an approved plan

Next, we measure. Test. And make sure you get the biggest bang for your buck.

“There's nothing like data to demonstrate how something as amorphous as social media has impact. Those are my happy days.”

Joyce Keisman
Joyce Keisman
Social Media Manager,
White Space Marketing Group
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Step 4: Improve

Setting goals and benchmarks allow for real time assessment and improvements. Digital infrastructure means no long lead times. Change can happen fast. Really fast.

How it works

Our clients retain us on a 12-month basis so we can continuously improve based on in-market performance. We remain responsible for evaluation and metrics reporting so changes can be recommended, tested and evaluated.

Clients learn volumes about their businesses through marketing metrics and testing.

What do you get

  • Forward thinking
  • Application of customized best practices to new products or campaigns
  • Stewardship and partnership to support business goals and challenges

 

“When our clients see real, measurable results, that's when we know we've done our job. That's the fun part.”

Susan Thode
Susan Thode
Content Manager,
White Space Marketing Group