Brand Positioning and Brand Profile

Positioning:

Zenbox is your data-driven website partner. We evolve your website to increase your marketing ROI. Our advantage is that we use data to keep refining. We track how people find and interact with your site and measure how each improvement we make affects revenue. 

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Top Competitor Analysis:

Companies who are currently serving our target market are Xnergy®, Firefly Strategies, and Brandpoint.

• Xynergy: has been building websites and creating online marketing solutions for a wide range of industries, non-profits, and state and local government agencies since 1994. This company was acquired by Consumer51, which now owns 3 New Mexico digital marketing agencies. They do many of the same services as Zenbox but is much larger, giving a less personal marketing experience. No marketing portal or communication dashboard. They perform services as requested and will not reach out to clients unless they request specific services.
• Firefly Strategies: Firefly Strategies offers “Marketing and Communications solutions that illuminate” for commercial development, home-building, design, architecture, engineering, construction, healthcare, and technology industries. They have similar digital marketing services and also a very strong focus on social. They don’t have a portal.
• Brandpoint:  Brandpoint is a large content marketing agency offering a wide selection of services as well as a marketing portal. However, Zenbox’s portal gives individual analytics per post and website improvement, while Brandpoint only offers a portal to facilitate agency/client collaboration. 

Zenbox stands out from its competitors through its focus on websites and giving clients the most personal and hands-on experience possible through the portal. Zenbox is truly a website partner who will care for your website and make sure it is performing at its best to increase revenue.

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Primary Benefit–Proving ROI

None of our competitors focus on the need to show ROI. Research shows that only 39% of marketers say they are somewhat successful at tracking the ROI of their content marketing, while ROI is ranked by CMOs as their most valuable metric. If marketing experts struggle to prove ROI, they are a more susceptible target for budget cuts, which is a huge issue considering 44% of CMOs are facing 2020 budget cuts related to COVID. With the Zenbox dashboard we can directly show website growth and success metrics of specific tasks. Furthermore, marketing directors can easily share these results with other C-suite executives.

Secondary Benefit–Collaboration

When deciding to work with an agency on retainer, it’s important for marketing directors to feel confident that the agency will be collaborative, communicative and available to them. Zenbox’s portal focuses on giving clients a positive collaboration experience.

Negative reviews from companies working with various agencies:

Perhaps we could hold more regular meetings.

I suppose it could be useful to have one project management platform.

They weren’t very transparent in their approach.

I might’ve appreciated a tool to track our progress.

Keep expectations on track.

Positive reviews from companies working with various agencies:

Willing to listen and show a genuine interest in understanding our organization.

Exceptionally good with communication. We primarily communicate through email, video conferencing, and a ticketing project management platform they built for us.

Their primary focus is listening to the customer’s needs

 

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SWOT Analysis

• Strengths:
  • Industry growth is predicted for Zenbox’s services:
    • Web Design 7%
    • SEO 7%
    • Content Marketing 14%
• Weaknesses:
  • Need to choose clients carefully to grow at a pace that won’t overextend small agency resources.
• Opportunities
  • 44% of small businesses have no full-time content marketing employee
  • 40% of small businesses outsource at least one content marketing activity
  • 54% of small businesses outsource graphic design and web design
• Threats:
  • Disruptors like Hubspot make it easier for marketers to connect content marketing with ROI
  • Cheaper DIY website platforms have limitations for optimization, meaning we may not accept clients who want to keep their WIX websites
  • Freelancers drive down the prices of specific services, meaning that our customers are narrowed to directors who want several aspects of their website managed holistically.

 

 

Sources:

Chaffey, Dave, and Carolanne Mangles. “Struggling to Prove Your Content Marketing ROI?” Smart Insights, 11 June 2019, www.smartinsights.com/content-management/struggling-to-prove-your-content-marketing-roi/

Handley, Ann, et al. “B2B Content Marketing 2020: Benchmarks, Budgets, and Trends–North America”, Content Marketing Institute and MarketingProfs, accessed Sept 20, 2020: https://contentmarketinginstitute.com/wp-content/uploads/2019/10/2020_B2B_Research_Final.pdf

Hoffman, Evan, “US INDUSTRY (SPECIALIZED) REPORT OD4586 Web Design Services”, IBISWorld, March 2019: https://www.ibisworld.com/united-states/market-research-reports/web-design-services-industry/

Holcomb, Griffin, “US INDUSTRY (SPECIALIZED) REPORT OD4523 SEO & Internet Marketing Consultants” IBISWorld, February 2020: https://www.ibisworld.com/united-states/market-research-reports/seo-internet-marketing-consultants-industry/