You probably know me as the owner of Lighthouse Marketing, and as the owner, I am also responsible for business development. Like all organizations, that involves constantly selling my services to clients and prospects.
As a sales person – one of the things you don’t want to hear after developing a relationship with a client for a few years is, “I didn’t know you did that”. This can be a bit disheartening because it means you really haven’t done a great job at informing your client of the breadth and width of your business capabilities and may have missed out on opportunities where you could have helped your client.
That being said, your mission as a sales person is to INFORM clients and prospects of everything you CAN do that could possibly solve a problem for your client.
Over the next couple months we will be delivering a series into your inbox called “DYK – Did You Know We Did That?” Where we dig into what Lighthouse does and how we might be able to help your organization. Hopefully you take some inspiration from this to do something similar for your client base and target audience.
First, we need to define what Lighthouse does. Did you know that we are a full stack marketing services agency? What exactly does that mean?
It means that we are a comprehensive marketing agency that offers a complete range of marketing services across multiple channels and platforms. The term “full stack” is borrowed from the tech industry, where it refers to developers that can work in both front-end and back-end environments (which we do, btw).
Similarly, in the marketing context, a full stack marketing agency provides end-to-end marketing solutions, covering various aspects of marketing such as strategy, creative development, implementation, and analysis. Our team at Lighthouse effectively become an extension of your marketing department to do whatever you might need, from 5,000-feet-up strategy to ground level implementation:
Think of marketing like farming – there are five areas that need to be addressed in the Marketing Ecosystem;
Planning
Just like a farmer plans out his season by what fields he is going to work his crops and tills the soil in preparation for seeding, the marketer needs to research and strategize to develop a marketing plan for 1,2 and 5-year plans that is made up of target audience, channel selection and messaging.
- Strategy
- Marketing Plan
- Storytelling
- Marketing Automation
- Content Calendaring
Planting
The farmer plants his seeds in the prepared soil at just the right time and depth as conditions permit to optimize growth. The marketer uses his/her tools to begin engagement with the target audience:
- Content Development
- Brand Development
- Graphic Design
- Web Development
Nurturing Growth
Farmers provide ongoing water and nutrients to the plants and regularly check the growth of their crops, ensuring they are developing as expected. Marketers continuously provide valuable content, collateral and engage with their audience to nurture leads and build relationships, while monitoring performance, adjusting strategies and tactics to improve effectiveness and address any issues.
- Blog Posting
- Email Campaigns
- Social Signaling
- Print/Direct Mail Campaigns
- Event Marketing/ Promo Items
Harvesting
When crops reach maturity, farmers harvest them at the optimal time to ensure maximum yield and quality. Marketers focus on converting nurtured leads into customers, ensuring that the audience is ready to make a purchase or take the desired action.
Post Harvest/ Marketing Plan Review
Farmers evaluate the yield and quality of the crop, analyzing what went well and what could be improved for the next planting cycle, and may rejuvenate the soil by adding nutrients and preparing it for the next cycle. Marketers analyze the results of their campaign, assessing ROI and the effectiveness of different tactics, and may make strategic adjustments based on insights gained to improve future campaigns.
This is the beginning of a series of communications that tells our story – and I’m betting you didn’t know the breadth and width of what we can do!
Please click below if we can help you with any of the above services mentioned!
