Simplicity and sophistication through the 4P process

I have a unique 4P process that I leverage for all my digital marketing projects.

The 4P Digital Marketing Process: 1. Plan, 2. Prepare, 3. Perform, 4. Polish

The 4P Digital Marketing Process: 1. Plan, 2. Prepare, 3. Perform, 4. Polish

Getting up and rolling, through to ongoing optimization - the following illustrates how the 4P process works in greater detail.

Step 1: Plan

Do the research, set the goals.

Do the research, set the goals.

We’ll answer some important questions about your business:

  • Who are you?

  • What do you do?

  • Who do you do it for?

  • Why would they buy from you?

  • Who else is selling?

This creates our plan. It allows us to assign a budget, timeline, and scope of work where we agree on the ideal tactics and channels for your business.

Step 2: Prepare

Get your digital assets in tip top shape.

Get your digital assets in tip top shape.

We’ll update your existing digital assets (e.g. website, social media channels) to suit your digital marketing plan.

This prep work ensures that visitors are greeted by a polished experience, and guided through a journey to conversion.

Step 3: Perform

A high performance campaign that outperforms!

A high performance campaign that outperforms!

Our ongoing marketing plan, taken one month at a time. Here’s what we do for each specific service:

Advertising:

  • Optimize the ads. Kill the losers, keep the winners, make changes to optimize.

  • Adjust budget splits to favour top performers.

  • Test audience targeting.

  • Performance reporting and recommendations.

Search Engine Optimization (SEO):

  • Optimize content.

  • Prepare new content.

  • Generate links from quality websites to yours.

  • Socialize your content (social media, blogging, email newsletters, etc.)

  • Performance reporting and recommendations.

Step 4: Polish

Adjust, fine tune, and continuously improve.

Adjust, fine tune, and continuously improve.

As your digital marketing campaign unfolds, the data we gather will begin to tell a story.

  • Which channels are providing better results?

  • Which content is performing best?

  • What keywords are giving us the best traffic?

  • Which social media channels are proving the most engaging?

In other words, what’s working well and what’s not. From here we can begin to polish your campaign. We are seeking ever-improving results, such as a cost per click on your ads, a cost per lead from your website, quantity and quality of visitors to your website, the time they spend on your web pages, and so on.

Each month you will receive a report on what’s been done, what it all means, and what’s up next. You’ll get some data (as much or as little as you like), a solid interpretation of that data, and recommendations on how best to move forward.

This unique process comes from over 20 years of digital knowledge, and is ideal for small business.

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Robin is very professional, and extremely knowledgeable of the digital world. I always appreciate his strategic insight and his ability to bring complicated projects to completion. I have always enjoyed working with Robin.
— Robin Parsons, Principal, Robin Parsons Consulting