To: Ava Shije, Owner of Zenbox Marketing
From: Dan Ross, Erin Decker, Dannie Ghazal, Dave Shije (Ava Alter Ego), Marketing Consultants
Subject: Zenbox Marketing: Focusing on Strengths for Profitability and Scalability
We appreciate your time and consideration during this transition period of your business. After careful review of your current business strategy we believe that we have identified an area of new opportunity that could be the focal point of your pivot. Our goals during this Marketing & Business Strategy Audit are to identify how you can solve a key problem for your target audience.
Your ideal customer is a business with $2.5 – $10 million in annual revenue with a full-time employee who is head of marketing (such as a CMO, Marketing Director or VP of Marketing). We recommend starting local (New Mexico) and then expanding your geographic reach.
Marketing Directors are currently facing budget cuts. Above all, marketers struggle to prove ROI. Although 2020 budget cuts are seen as temporary responses to COVID-19, Gartner predicts that ROI will be the main consideration factor when deciding which activities to resume funding.
Proving marketing ROI will help Marketing Directors request larger portions of their companies’ spending budgets. This will also be a huge selling point when marketers are pitching Zenbox to upper management. Zenbox marketing can create ROI transparency through a custom portal that shows ROI at both a high level and a granular level.
Core Service Mix
- Web Design & Development
- Website Management
- Content Creation
- Digital Branding
With these services combined, Zenbox Marketing has the ability to take responsibility for clients’ websites, while allowing clients to keep one hand on the wheel. Their website is the only place they own on the Internet, and since COVID-19, websites are increasingly becoming the main public-facing presence for some industries. Having an SEO-driven strategy, full implementation, and relevant metrics matching Zenbox’s tasks to website conversion rates will provide obvious benefit and value to the customer.
Web design, development, hosting, and maintenance form a solid service offering, but it is a largely project-based model with little recurring revenue from each client. The web design industry outlook is steady with projected 7% growth rate. SEO is projected to grow at only 3% over the next 5 years. Content marketing as an industry is projected to grow at 14%, and we believe that an innovation in this industry is Zenbox’s biggest opportunity to scale.
Utilizing Digital Innovations
The innovation we propose is: showing a client their web content’s effect on their website’s success and attribute that to revenue growth. This outlook will form a convincing reason for executives to invest in retainer-based content marketing.
Zenbox’s Marketing will utilize digital innovation to differentiate itself from competition in this proposed space. This innovation will be a robust customer portal that will accomplish many collaborative and analytical reporting goals.
Essentially our goal with this innovation is to provide the client with a single source of truth for analyzing their website’s effectiveness and collaborating with Zenbox Marketing. Data from different softwares will integrate into one simple portal through API, allowing clients to see different types of analytics side by side. This is matched with client ability to comment, approve content, upload content, schedule consultation meetings, view what Zenbox is working on and request new services. Most importantly, the portal will show the ROI of the company’s website as a whole and individual marketing activities. This will be the digital war room for website strategy, and the client will have a hand on the helm.
Zenbox will use a topic-based approach to organic SEO to both inform content strategy and show the client why blog posts are valuable. Google’s search algorithm has become good at identifying topic groups to understand content contextually. Within the main “topics” of a company, which could be a service or a product category, supporting content will be created to pull in search traffic and direct visitors to a conversion. Making all of this information available through a live analytics portal will provide value for the client and encourage collaboration in line with Zenbox’s efforts.
ROI will be the key measure of success in all our marketing activities. This will ensure that C-suite executives continue to partner with Zenbox Marketing.
Driving ROI through Website Content
This new value proposition is a simplified, data-driven approach to content marketing that will resonate with marketing professionals. It implements Zenbox’s message of focusing resources and being intentional with marketing efforts. Zenbox’s full service offering can serve as the core of marketing directors’ entire digital marketing strategy.