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The confusion that arises from marketing typically stems from something other than having too many tools available for companies to use. Companies have used social networking sites; they have developed their own web site; they have tested out online advertising and search engine optimization (SEO), but the common thread they all share is a lack of clarity about what works, what is really significant, and what should get their time and investment.
This is where Solstice Marketing Consultants has gained their reputation. For the past twenty years, Solstice Marketing Consultants has partnered with companies of all sizes to provide them with precise, accountable management of the strategic process involved in developing a web site and applying digital marketing strategies. Solstice Marketing Consultants is located in the Washington, D.C., area and offers its services to clients in a variety of industries across the country. Throughout the years, Solstice Marketing Consultants has made a conscious effort to position themselves not just as a contractor for the company but as a stable, trusted strategic partner for the client by replacing confusion with assurance and measurable results.
The Starting Point for Most Clients is Frustration, Fragmented Marketing, and Misconceptions of Instant Results
The majority of companies reaching out to Solstice Marketing Consultants have already invested in some form of marketing, typically across several platforms. This investment in marketing might consist of an attractive website that does not perform well, or a set of social media accounts that create engagement, but do not produce revenue. Many companies may also be frustrated with inconsistent messaging regarding their brand or see them losing ranking in search engine results.
One of the biggest misconceptions, as noted by Solstice’s marketing team, is that the focal point of marketing is mostly on design. The reality, however, is that successful digital performance requires designing, developing, optimizing for search engines, developing a functional site and developing a conversion strategy that are all integrated. Frequently, Solstice meets with clients that believed a website or a website redesign would create sales for their business, only to quickly discover their website traffic, messaging and conversion pathways all require an organization strategy to effectively work together as a cohesive group.
Another misconception many businesses have about marketing is that business growth will occur overnight. Solstice confronts this directly by implementing realistic timelines that demonstrate that developing a strong marketing effort is a long term investment for their business. Building brand authority, improving search rankings and creating trust with customers takes time, not a moment.
Another area that Solstice addresses with new clients is the misunderstanding that social media is the only form of marketing. Solstice provides clients with a complete marketing strategy that incorporates search engine optimization, development of content, email marketing and pay per click advertising (each component working together, not independently).
The initial meetings with prospective clients regarding their marketing effort are more about changing the way they think about marketing than what the specific strategies will be. The shift from fragmented methods of marketing to a structured plan of action is usually the clients first “Ah ha” moment.
The Way Solstice Engages With New Clients (Onboarding Process) To Remove Guesswork And Provide Clear Direction
Solstice Marketing Consultants use a systematic approach to start new business relationships between their company and the client. Initially, the consultant performs an extensive consultation to understand the project’s objectives, target audiences, and competitors. Next, they provide a comprehensive proposal and a formal backup contract that specifies what will be expected and how results will be determined.
After the initial meeting, where brand guidelines, content requirements, and strategic priorities were reviewed, the consultant developed a custom marketing and web development strategy based on extensive market research and competitive analysis. The consultant then reviewed the marketing and web development strategy with the client and made changes based on their feedback.
The implementation phase cannot begin until this entire collaborative and strategic process has been completed. At that time, the consultant assigns responsibilities for the implementation of the marketing and web development strategies, establishes specific deadlines for completion, conducts regular meetings with the client to provide updates on the implementation progress, and consistently measures the performance of all parties involved.
Solstice Marketing Consultants of Washington distinguishes itself from companies that jump too quickly into implementation by establishing a comprehensive strategic and research-driven process for developing customized marketing and web solutions for clients. Customization, research, and collaboration help eliminate unnecessary expenditures and reduce strategic drift.
The client is not just given a plan and abandoned; they are guided through the execution of the marketing and web development plan.
Personalized Strategies Lead to a Competitive Advantage
Digital marketing agencies typically design and promote their marketing packages based on a one-size-fits-all approach to meet client needs. Solstice Marketing Consultants, however, only uses customized marketing solutions for their clients because of their commitment to developing a customized marketing strategy for each client based on the specific business goals and target consumers of that client.
Solstice Marketing Consultants offers a number of digital marketing services, including website design and development, brand development, content creation, social media management, SEO, and digital advertising campaigns. However, in contrast to other agencies, Solstice Marketing Consultants will not create a marketing or web development strategy for a client until they have developed a comprehensive understanding of the client’s business goals and target consumers.
The cornerstone of Solstice Marketing Consultants’ value system is integrity. The foundation of the relationship between the agency and its clients is built on openness and honesty, ethical conduct, and strong communication. At every opportunity, the consultant will provide information that establishes the client’s expectations, engage in discussions about performance metrics, and make necessary changes to improve the value provided by both parties.
The agency also nurtures an innovative and continuously learning culture by fostering experimentation and ongoing advancement of the capabilities of its team members. Due to the ever-evolving nature of the industry and the pace at which digital platforms are developing and maturing, an internal culture has become an asset that creates an advantage for clients.
Solstice Marketing does not position their agency as a trend-chasing company but as a company that adapts to trends.
Measuring The Results That Create Long-Term Trust
As performance metrics improve, so does the confidence of marketing. Clients who work with Solstice Marketing Consultants have typically experienced a positive change in website traffic, increased conversion rates, improved search engine rankings among targeted keywords, and an increase in lead generation with people that are more qualified than before. These client’s social media presence has grown and ROI has become measurable; and customer acquisition costs have consistently declined as their strategies have become more efficient.
All of these outcomes create value for a business by increasing revenue potential and also through providing information that helps with internal decision-making. Businesses regain control of their strategies as they learn what drives results and why.
One of Solstice's most recent clients praised the 'all-encompassing' nature of the support that was provided during a website redesign project as well as the professionalism, knowledge, and commitment of everyone involved to make sure the end product met their expectations. Solstice provided training and tools to empower the client after launch. This is an example of Solstice's larger philosophy that sustainability requires capacity building, not dependence.
Aiming for Next Phase of Success
In the future, the company plans to add new clients, increase revenue, enhance its services by creating new tools and using new platforms, improve client retention through better onboarding and support, and also expand the size of its team and increase brand visibility via content marketing as well as through strategic alliances.
Many businesses evaluate and choose a digital marketing company based upon the company’s ability to communicate clearly. Does the company communicate what they are going to do? Will the company be able to align its tactics with the outcome? Will the company treat its marketing efforts as an integrated system instead of as a series of unrelated tasks? Solstice Marketing Consultants has built an identity around answering those questions in a clear and transparent manner.
The marketing world is always changing; the various platforms will always change; the behaviour of consumers will always change. What will never change is the need for developing a disciplined strategy and being honest with each other throughout the course of your relationship.
