A Marketing Strategy Is Only
As Good As the Execution

Once we devise an integrated marketing strategy, the daily efforts of writing, publishing, producing, designing, distributing, and analyzing the associated campaigns are where that strategy gets realized. While a good strategy provides a roadmap to improve marketing your business, you still have to get in the car and drive it from point A to point B every day. Strategy without execution is just a fantasy. And lackluster execution without attention to detail and a standard of excellence reflects poorly on your brand and won’t achieve your goals.

There is a lot of time and effort that goes into perfecting the process of marketing executions. We execute campaigns all day, every day. We have it down to an artful science. It requires keeping an eye on the big picture of your brand while taking care of the daily details. Contact us to talk about the marketing executions you need. We offer outsourced marketing for corporations.

The Right Fit

We are interested in working with companies who are looking for long-term solutions to build their business. As marketing executions are often ongoing, your company culture and ours should be a good match so that it’s a successful collaboration. Like you, we want to grow, but we also want customers who are the right fit for our solutions and our values.

Our company culture is critical to our success, so it’s imperative that our customers are great partners. Let’s start a conversation to see if we are a good fit.

Brand Messaging

Your messaging is a critical element of your branding because it forms the cognitive connections between your brand and your customer. It conveys your brand promise, what you stand for, who your target market is, why they should do business with you and a myriad of other ideas. Done well, your message will resonate with your target audience, make them form favorable perceptions of your product or service, and motivate them to do business with you. Done poorly, your messaging will repel your target market or worse, be completely unnoticed.
We create compelling, relevant brand messages because we rely on market research to inform our messaging decisions. We study not only what the audience wants and needs, but also how they express those desires. How the audience speaks--the words they use--are just as important as what they say. To cut through the competition’s messages and get your customer’s attention, you have to speak their language. We create those highly relevant messages because we do the critical groundwork of competitor analysis and target market research that uncovers those key insights.
Messaging GuidelinesJust as brand standards are the model for how the brand appears visually in all media, the messaging guidelines provide the blueprint for all brand messaging. The brand voice, value propositions, differentiators, primary messages, and secondary messages are spelled out in the guidelines and form the basis for all brand communication. Everything from the brand’s videos to social posts to brochures to email signatures should include the words from the messaging guidelines.

Content Marketing

For the small to the mid-sized business owner, effective inbound marketing requires understanding your customers and their journey to purchase.

It is only when you examine both your customers and how they make purchase decisions that you can create content that speaks relevantly to them at each stage of their process.

We help companies examine their target markets’ path to purchase and then create a targeted content schedule to meet the prospects at the right time, in the right place, with the right answers.
Excellent Content Builds TrustFor the B2B customer, finding content that addresses their questions helps them feel better about their purchasing decisions. The agency that provides the answers to the buyers’ questions in a way that is compelling and relevant makes the brand distributing that content appear more credible and trustworthy.
Content StrategyGood content takes time and money, so don’t approach it haphazardly. Use a strategy ascertained through a thorough examination of the target markets and their purchase decision-making process. You have to understand who the target market is including their beliefs, fears, and motivations. You must appreciate their pain points, how they have tried to solve the problem in the past, the obstacles they have to purchase, and the people around them who influence their decisions. You then have to figure out all the steps the buyer takes between realizing they have a need and telling others about their purchase decision.
Map The Buyer's JourneyThe buyer’s journey includes all the steps the buyer takes to purchase. It can start with recognizing a need and end with recounting to other people how a purchase solved their problem. In between, there are many stages of the buyer’s route that correlate to the thought-process of the buyer.

Understand the entire path to purchase and create content that answers all the questions and concerns the buyer has along the way.
Content for Every Path to PurchaseBuyers can take many paths to purchase because everyone makes decisions in different ways. A good marketing agency will understand all the paths and create content for each avenue. This can take many forms including blogs, email, infographics, slide shows, videos--you name it. The content should be distributed in places that the target market is most likely to find it. It should be packaged in the ways in which the intended audience will most enjoy interacting with it. Below, you will find some of the ways content can be packaged.

PR / Earned Media

One of the ways your business or employees can be on the pages of blogs, magazines, and newspapers is by being quoted as an expert source. For example, let’s say your CEO is an engineer, inventor, and entrepreneur in the IT and communications industry. A local or national publication is doing a story on trends happening in the communications industry and they are looking for an expert source to discuss how these trends are affecting small businesses. Denver PR firm, Paige Black steps in and pitches your CEO to the publication so that they choose your CEO as the expert who is quoted in the story. Talk to us about becoming an expert source in the media.
Byline or Feature ArticleMore difficult to attain, but also more valuable is the feature story in the media about your company, products or services. Features have incalculable value because they bring more credibility to your brand. Consumers view stories in independent blogs, magazines, and newspapers as more trustworthy than advertising.

However, features only happen when the reporter is given a real news angle, not just some promotional copy about a company. We work to uncover what is relevant and newsworthy about your business, product, service or employees and pitch thoughtful story ideas to journalists. We can’t ever guarantee that a journalist will write about you and their editor will publish it, but we can promise that if you don’t have someone consistently pitching your stories to journalists, you will likely never garner a feature.

Keep in mind that what your company views as newsworthy ("We just released a new version of our widget!") is often not interesting to a reporter. They have an editor and an audience to please, so they are extremely sensitive to overly promotional pitches. We have years of experience with media and understand what journalists and bloggers want and how to package it so that they are more likely to write about your brand. Contact us to talk about getting your company featured in the media.

Branding

Branding isn’t a trend. It is a fundamental business practice that can inform your corporate initiatives, communications strategy, marketing strategy, and virtually every other business decision. Without a well-defined brand, you risk being irrelevant to the audience you are trying to appeal to.

Establishing a distinct brand differentiates your business from competitors and is more compelling to your audience. When customers have strong, positive, unique experiences they associate with your brand, they will come back for more and be willing to pay more for the interactions. A corporate branding package can help you build and retain customer loyalty that will increase your profits.

At Paige Black, we develop consumer-focused brands that communicate your value by telling customers what they will get when they engage with your brand. Whether you’re an established organization looking to re-brand, or a start-up, we offer packages that address the branding needs of businesses at any stage. Below, we outline the elements of a brand. These are all the areas in which we provide services. Want to talk about your brand?
Brand FoundationsOur branding packages often start with brand foundations. These include formulating the mission statement, vision statement, and core values of your company. Don’t underestimate the importance of these three foundational elements. They motivate, inspire, and keep you and your stakeholders on track.

SEO

If you can play the long game with SEO, you stand to gain the right customers for your business. We know that sometimes it can feel like any customer was a win. But, the wrong customer can cost you much more than any revenues earned from them. You want to get more customers who are like your best ones and stop attracting the customers who impede your success.

Having said that, it's time-consuming to research your industry, user intent, and keywords. It takes months to create quality content and get people to recognize that content as relevant and useful enough to link to it (resulting in backlinks to your site.) Often, it takes several months of consistent social media efforts to boost rankings. Combined, all of these activities (and others) can require significant time investments.

Add to this that Google and other search engines aren’t likely to scan your site every time you add some new content. They get to it when they get to it. And remember, your competitors are also doing SEO, which will also affect when you see the fruits of your labors. Bottom line: SEO often takes six to 12 months before you start to see results.