Meet Asia
Preparing a company marketing strategy – why is it worth doing?
What should be in a company's marketing strategy for a good start? Discover Asia's action plan for the coming year
Launch of online marketing promotional activities
Meet Asia
Asia is a persona of The Lion brand, a person representing the profile of our agency's client. Using the persona of Asia and her company, we have prepared a series of articles "Start with a Company", which will introduce you to the secrets of internet marketing in an accessible way.
Asia is an architect and runs her own interior design studio. Up until now, Asia had mainly worked as a subcontractor for larger companies and acquired new clients through referrals. However, she decided that she wanted to expand her business, build a recognizable brand and actively acquire potential clients via the Internet.
Asia, in addition to her passion for interior design, is also interested in entrepreneurship and internet marketing. She completed postgraduate studies in internet marketing and participated in several training courses on building her own brand and sales. Due to her limited budget, Asia will try to do some of the work related to the elements of the marketing strategy herself, and only some of them - the most demanding ones - will be outsourced to professionals.
Get inspired by Asia's actions and start your own business!
Preparing a company marketing strategy – why is it worth doing?
Asia will start by creating a marketing strategy for her architecture firm. This is a set of tools, information, and documents that are designed to maintain the long-term vision and mission of the company. They define the direction of the brand and its image, and ensure that all actions taken are aligned with several key brand goals. The marketing strategy is an integral part of the company's comprehensive development strategy. It is implemented in each organizational unit to achieve clearly defined goals and build awareness among the audience.
Its main goal is to establish specific goals and indicators that will allow you to assess the effectiveness of marketing activities in achieving a specific direction. By analyzing the target group and their behavior, the marketing strategy allows you to accurately reach the right group of recipients with your message. Additionally, it is used to analyze the consistency of marketing activities, especially in the case of communication in many channels, as well as to unify them. Thanks to the strategy, you can also consciously manage the budget and optimize it effectively. Asia decides to prepare a strategy for the entire next year, in order to act in the long term.
Start with Company#1
What should be in a company's marketing strategy for a good start? Discover Asia's action plan for the coming year
Creating a visual brand identity
Asia, who did not have her own visual identity before, will be able to try to develop it herself using simple graphic programs or outsource this task to a professional graphic designer. When developing the logo herself, she will have to ensure coherence and consistency throughout the entire identification, and before introducing new solutions, test them on the target group. This will allow her to learn about the opinions of potential customers and make any necessary corrections. After testing the new solutions, all that is left for her to do is implement the new visual identity and implement it as an element of brand communication.
Preparing a new company website
In order to create her own brand, Asia will have to use specific communication channels to properly promote herself. Ultimately, she wants to create a website where she will provide new clients with information about her scope of activities, the price list of architectural projects and all other necessary information. Programming is beyond her skills, so she will definitely outsource this task to an external contractor. However, before choosing one, she should carefully consider what the needs of users on her website will be, what she wants to include on it and what functionalities to use. It is also important whether Asia will have an idea for overseas chinese in europe data the graphic design; if not, she can always leave the visual aspect to the person designing the website. Once she has written down all the important points regarding the website, she will be able to sit down to research her order. With a limited marketing budget, Asia will have to find a golden mean between cost optimization and the best possible quality of services performed. For this task, she can choose: 360° marketing agencies, interactive agencies and freelancers. Each option has its pros and cons:
360° Marketing Agencies – focus on comprehensive branding using various communication channels. Their scope includes, among others, designing logos, advertising materials or writing texts. Creating websites is one of their many services. They often use subcontractors, which doubles the price of the website due to the cost of the project itself and the additional margin for the agency.
Specialized interactive agencies – their scope of activity focuses mainly on designing and implementing websites, stores or applications. Interactive agency employees are characterized by very high technical competences, which results in high quality of the orders they perform.
Freelancers – novice website creators with little experience focused mainly on expanding their portfolio, often students working “after hours”. Some freelancers are able to create a good quality website at a low cost, but there is also a high risk of coming across an amateur.
If you would like more information on choosing a website builder, download our e-book .
After analyzing all available options and comparing contractors: previous implementations, method of implementation, CMS system used, experience, as well as paying attention to the provisions in the contract, Asia will make a decision on starting cooperation with an interactive agency. At the consultation meeting, she will share her ideas and thoughts regarding the future website of the company.
Organizing analytics – implementing GA4 (including conversion tracking)
When she receives her new website, which will be an extremely important element of her strategy, Asia will also have to take care of analytical issues. Realizing that she should constantly monitor her customers' behavior on the site in order to constantly improve it, she will move on to an important task. At first, she will want to deal with the implementation of GA4 (which we described in more detail in the article ). Google Analytics 4 is a new service that Google will introduce from July 1, 2023, replacing the previously used Universal Analytics. Thanks to GA4, Asia will be able to: collect data from various platforms, such as websites and mobile applications, introduce event measurement, track specific user actions, such as clicking a button or signing up for a newsletter; study relationships with new customers, report and conduct extended analyses on the company's website. Asia also knows that analytical processes carried out professionally consist of different stages, which are adapted to the scope of activities of a given company, its industry and methods of promotion on the network. Each phase uses different analytical tools. Therefore, in addition to tools such as Google Analytics, the company also plans to use Google Optimize (for A/B testing) and Hotjar (for analyzing user behavior) to make ongoing adjustments to the company's marketing strategy.
Start Your Business #1 - Marketing Strategy
Launch of online marketing promotional activities
SEO
After completing some of the initial activities with a functioning website, Asia will want to promote it as soon as possible according to her marketing plan, in order to gain access to as many new customers as possible at the beginning of her own business. For this reason, she must take care of SEO. When posting new content on her website, she must take care of measuring the traffic on the website. She can use, among others: Google Search Console, Semstorm, Senuto or Ahrefs. It is also necessary to take care of the content and link building.
Content building is the process of creating valuable and interesting content that is intended to attract attention and interest new customers. It can include creating articles about the latest in architecture, blog posts or implementation videos that Asia will want to place on her website. The goal of content building is to increase the visibility of the company's website in search results for thematic phrases related to the industry and problems of potential users. In addition, content building also affects the brand's reach, strengthening its position in the industry and building customer engagement and loyalty in online marketing.
Link building is the process of acquiring links to a website. It is important because search engines consider links as clues from other sites that consider a given site worth recommending. The more valuable links to a site, the greater the chances of achieving a higher position in search results. Asia can implement this strategy using specific actions, e.g.: internal linking (e.g. between her articles on the site), writing sponsored articles for other thematic websites that will refer to Asia's site. She can also buy links on other sites, e.g. LinkHouse, WhitePress, as well as conduct outreach marketing - cooperate with people or organizations operating in the architectural industry or having an influence on it.
Social Media Marketing
Asia will base her strategy on more than just a website – she won’t be able to properly promote her new company without social media marketing. That’s why she plans to use various social media platforms to reach her target group and build customer engagement through an appropriate communication plan. She has a wide range of platforms to choose from. She plans to start with a company account on LinkedIn, Facebook and Instagram, excluding platforms like TikTok and YouTube. Asia’s social media marketing strategy will involve creating interesting content, such as photos, videos, infographics, etc., that will build a positive image, attract the attention of her users and encourage them to interact with the new brand of the architectural firm. In this case, Asia will implement a strategy that applies exclusively to social media marketing. She will define the preferences of her target group; she will adapt the content to their needs and interests and mark the selected tone of voice.
