Strategy & Process
Defining a strategy to attract and convert the desired audience.
The branding guidelines were developed to include a new logo (and multiple variations based on placement), typography definition, color theme and photography. These new guidelines were not only used for the new website, but used across different digital properties including the optimization of Google My Business and Social Media accounts for branding consistency and recognition.
Multiple tools were setup and optimized based on the measurement strategy to ensure ongoing data driven decisions could be made to further improve the user experience and find-ability of the website.
In regards to the content strategy, since historical data wasn’t available Point of Action Marketing performed competitive research and implemented a search engine optimization strategy to update the existing content to have stronger intent to drive awareness for the target audience.
In addition to a SEO Content Strategy focus, it was critical to implement further technical search engine optimization strategy starting with setting up Google Search Console and Bing Webmaster tools to identify and track technical SEO framework needs. Additional framework was added to take advantage of the necessary schema for improved indexing. Google My Business was also setup for each property and continually optimized to assist the local SEO strategy.
Based on the friction points of Madison Corporate Group’s previous Content Management System (CMS), Point of Action Marketing determined that WordPress CMS would be the technology of choice for the new website given the easy of use and cost effectiveness for ongoing support.