Digital Marketing Exploration Program

Who is it for?

If you already have a working product or service (product/market fit), but your inbound marketing doesn't exist or doesn't work, this one is for you.

LEt’s start with a story

Meet Joe

Joe is a company owner.

He has already built a loyal customer base, and gathered funds to invest in business growth. Now, Joe wants to attract new customers and expand his reach.

The only question is: How?

Joe has heard about inbound marketing but he just doesn't feel it. He has no clue where to start his inbound activities or what works for him.

So maybe...

A friend told Joe that influencer marketing is the thing now. "It's one of the easiest and most profitable tactics," he said.

"OK, I'll give it a try, I guess," Joe thinks, and goes online to find bloggers to collaborate with.

But he finds out that there are more than 30 million active bloggers out there, with thousands blogging specifically about his industry.

HELP! Which ones to choose? And how to approach them?

Looking for some answers...

Joe knows that the best place to look for answers is Google. He types in ‘successful inbound marketing’ in the search window and gets 10,000 results.

Joe is trying hard to figure out where to start, but these marketing trends, terms, and buzzwords is all Greek to him. Content strategy, target audience, tone of voice, branding, language, analytics, targeting, e-mail newsletters... There's no end to this madness!

After a lot of head-scratching, Joe goes back to cold calling. He used it to land a few paying clients in the past. At least, that's somthing he's familiar with.

Big agency, big hassle

After a while, Joe realizes cold calling isn't enough. It's 21st century after all. If your business isn't digital, it's dead.

First, Joe considers getting some in-house help. But he has no idea whom to hire, what skills to look for... Besides, the recruitment and onboarding process can be exhausting.

So instead, he heads to a huge marketing agency for support. Joe operates on a tight budget and deadlines, so he expects to see results fast.

But it's not how things usually work with these agencies.

They follow standardized processes and corporate procedures, which often make them rigid and unresponsive. They prefer long-term, large-scale campaigns with a broad scope. Once the campaign launches, Joe can do nothing but sit and wait for the results, hoping for a positive outcome.

Finally, a bullseye!

Disheartened and disappointed, Joe accidentally stumbles upon a boutique agency that finally meets his budget and goals. It's much smaller than the previous folks, which makes it more flexible and focused on the clients' needs.

Instead of complex, multi-level marketing campaigns, it offers a small and nimble marketing exploration program that launches quickly and can be easily tweaked to dynamically improve results.

Work with 6Minded

We're delighted to welcome Joe as our Client. Now, we can help him boost business with a marketing exploration program. We developed it based on +10 years of collective experience working with growth-minded businesses of all sizes:

• It's a customer-specific 10-month program aimed to explore and validate the effectiveness of various content types, marketing channels, and outreach tactics.

• It helps us identify content formats and distribution channels that work best toward your company's marketing goals.

• It includes continuous performance tracking and analysis, to immediately spot which touchpoints and topics generate traffic, and which fail to bring the expected results. Like you, we hate missed opportunities and wasted time.

• We already have all agile tools and processes in place, ready to create added value for your business. So from the moment you tell us you're ready to go, we can start almost immediately. No lengthy onboarding, no time wasted!

choose what's best for you

Your options to kickstart a digital marketing strategy

	Hire an experienced marketer	Work with interns	Sign a retainer with a content marketing agency	Launch the Digital Marketing Exploration Program
Cost factors	Paid ads or partnership budget HubSpot membership Technical setup Creative skills (writing, design, development) Team's salary	Paid ads or partnership budget HubSpot membership Technical setup Creative skills (writing, design, development) Interns' salaries	Paid ads or partnership budget HubSpot membership Technical setup Content production retainer fee	Paid ads or partnership budget HubSpot membership (EXTRA discount) Program fee
Cost level	High or very high	Medium	High	Medium: Ask for a quote
Pros	They are professionals, so you won't make beginners' mistakes.	It's a relatively low-cost solution that doesn't involve a long-term commitment.	You get well-crafted content consistent with your strategy (if you have one) and delivered on time.	You receive continued support from a team of experienced writers, designers, and other artists who have been creating similar frameworks for businesses in your niche for years. All your marketing assets are designed, developed, and delivered in accordance with your customized marketing strategy to ensure consistent and transparent business communication with your audience. In under 10 months, we will help you lay the foundations for a sustained marketing success with guaranteed results and insights.
Cons	Involves a bad hire risk Long recruitment, training and onboarding period The need to hire for additional skills anyway No clear timeline for the next step (it's an investment) The need to manage the in-house staff	Involves a bad hire risk Very long recruitment, training and onboarding period The need to hire for additional skills anyway The work quality may be substandard More time needed to deliver work No clear timeline for the next step (it's an investment) A lack of consistency The need to manage or micro-manage High risks of error that may impact your business	Access only to specific, content creation services No insights into your audience, no exploration stage A linear setup geared to the delivery of specific content pieces The risk of accumulating huge volumes of content that is ineffective in achieving your goals	The time you need to invest in the initial phase for a smooth handover
If things go well	You have the right team to plan and execute your marketing strategy. However, you still need to take care of their retention and bear the full cost of employment.	You've hit the jackpot! You found absolute rockstars who do a great job without costing a fortune (Mind you, this is highly unlikely).	The delivered content hits the right spot and attracts, converts, and delights your audience. The only thing you need to worry about now is where to go next once the content stops performing.	You know exactly which content, platforms, and campaigns bring profit and conversion. You understand how inbound works and what comes next after your initial investment. You work with a dedicated team who knows your business and audience and based on that constantly upgrades your content and channels and explores new ideas to make them even more effective.
If things go ugly	You've lost tons of money on a bad hire, and still have no idea what to do next. Even worse, you don't know if to terminate the contract with the employee or keep investing. If you hired a wrong person, you might end up with poor setups, inefficient reporting, and lowered morale in other departments.	You've wasted long weeks on intern training and onboarding just to come back to the point when you know nothing. Your budget is depleted, and most of the assets produced are completely useless. Unfinished setups.	You've ended up locked into a contract with an agency that delivers duplicate and monotonous content that gets you nothing. After a year of cooperation, you still have no clue what marketing tactics work for your business and what to do in the next few months.	If we don't deliver on our promise, you will get a full refund, and we will hand over all assets and setups to your team. No hard feelings.

Stages of Digital Marketing Exploration Program

Strategy and planning

Strategy

At 6Minded, we use a consistent approach to produce results from inbound marketing. No matter if a campaign is a hit or miss - we will carefully analyze all input data, draw conclusions, and plan our next steps accordingly.

Our strategy includes the following elements:

Buyer Personal Development, Buyer Journey, Content Creation Plan, Keyword Strategy, Conversion Path Building, Portals, and Content Partners and Influencers, as well as Marketing and Sales funnels.

Guidelines and directions

At this stage, we will create a brand messaging and voice document that will outline all your future communications with the clients, through all content pieces and platforms.

Additionally, we will develop brand visual guidelines that will help maintain a consistent look and feel of all your marketing assets across all channels of distribution.

Ask for a strategy example

Content calendar

Finally, we will work on a content calendar that will list all assets to be developed, together with the proposed dates for their delivery.

The document is a constant work in progress. It will be updated as we learn more about you, your audience, and content types that bring you results. However, it's fixed when it comes to the number of assets, delivery dates, and publishing frequency.

Ask for a strategy example

Technical preparation and setup

HubSpot implementation

As the next step, we will deploy HubSpot and roll out other tools required to run your campaigns. At this stage, we will be working on:

Landing page and Thank you page templates;
Newsletter email template;
Nurturing email template;
Blog templates (listing + article);
Domains, users, permissions, tracking codes, and other admin settings;
Database audit and HubSpot database structure preparation;
Database migration and segmentation;
Chatbot creation;
Reports and dashboards configurations.

Paid ads and social media portals setup

We will properly configure your paid ads and social media portals in advance, so they're all set when we're ready to push content.

This stage also includes the preparation of all the visuals, access rights, and customer segmentation rules.

Learn more about
HubSpot Marketing Hub implementation

Campaign execution

We divide our campaigns into three categories, from the bottom of the funnel:

Sales Qualified Leads (SQLs) Generation

With these simple campaigns, we drive prospects straight to your products and services. This campaign type targets prospects with already identified needs.

Marketing Qualified Leads (MQLs) Generation

These campaigns are more advanced. We use them to first attract new leads to your content, and then keep them engaged by solving their problems with valuable assets. MQLs are targeted and nurtured until they become interested in purchasing your products.

Traffic Generation

We use it to raise awareness of your brand and boost early engagement within a broader group of leads. Our goal is to verify whether new audience segments might become prospects in the future. To generate interest, the content at this stage needs to be highly relevant, valuable, and - most importantly, consumable.

Your results

All you need to promote and grow your business through inbound marketing.

Get new leads and grow your customer base.

This is the ultimate objective of any B2B marketing project. But you can't improve what you can't measure.

To help you boost conversions and increase sales, we will calculate your cost per lead and cost per customer, and measure your marketing ROI.

Produce results that generate long-term profitability of your business.

Our activities are designed to support two crucial marketing goals:

Increase website traffic. We will help you drive website visitors from various sources, including paid ads, social media, SEO, email marketing.

Enhance brand awareness. We know what it takes to make your brand more recognizable. Where from? From millions of lead impressions over 1,000 pieces of content, including short-form pieces (social media posts, ad banners), medium-form formats (blog posts and newsletters), and long-form content (white papers, reports, webinar recordings, landing pages). Building on this data allows us to strengthen the relationship with your audience through relevant content.

Get fully-configured, customized, and tested marketing tools and portals.

At 6Minded, we deliver all of them together with the support from our inbound-certified team. We will show you how to design, build, and run growth-generating campaigns.

Gain crucial marketing insights to create campaigns that will resonate with your audience.

We will help you understand:

The main marketing issues that stifle your business growth today.
Best channels to reach your audience. And those that don't work at all.
Messaging that will compel your audience to take action.
Types of content that will convert your visitors to leads.
Your budget required for MQL and SQL generation.
The workflows for lead generation, conversion, and nurturing.
The crucial KPIs worth tracking and analyzing to improve your results.
Your ROI per channel and per content type.

Business Performance

Get new leads and grow your customer base.

This is the ultimate objective of any B2B marketing project. But you can't improve what you can't measure.

To help you boost conversions and increase sales, we will calculate your cost per lead and cost per customer, and measure your marketing ROI.

Market Presence

Produce results that generate long-term profitability of your business.

Our activities are designed to support two crucial marketing goals:

Increase website traffic. We will help you drive website visitors from various sources, including paid ads, social media, SEO, email marketing.

Technical Setup

Get fully-configured, customized, and tested marketing tools and portals.

At 6Minded, we deliver all of them together with the support from our inbound-certified team. We will show you how to design, build, and run growth-generating campaigns.

Marketing Insights

Gain crucial marketing insights to create campaigns that will resonate with your audience.

We will help you understand:

The main marketing issues that stifle your business growth today.
Best channels to reach your audience. And those that don't work at all.
Messaging that will compel your audience to take action.
Types of content that will convert your visitors to leads.
Your budget required for MQL and SQL generation.
The workflows for lead generation, conversion, and nurturing.
The crucial KPIs worth tracking and analyzing to improve your results.
Your ROI per channel and per content type.

Tangible results that improve with every campaign

Have you heard about compounding in finance? The same rule applies to inbound marketing.

It all boils down to the snowball effect. When you run your first campaign, it's going to drive inbound leads. Then you launch a second campaign, and a third... As this happens, the content you've published so far keeps generating new leads, and the new content nurtures the existing audience.

To benefit from this effect of inbound, you need a sustainable marketing strategy with regular content production, campaign optimization (as these expire quickly), and new content types. All assets should be delivered from the same platform to maintain a consistent voice and visual design, for a distinct representation of your brand.