Improve your sales, marketing, and web presence the scientific way:
Through our A.I.M. strategies (process and real client examples below),
you can learn and implement Perpetual Improvement in all areas of your website, sales and marketing funnel.
Before reading the real client studies / example below
The A.I.M. (Analyze, Implement, Makeover) strategy utilizes both interpersonal discovery and the scientific method to align with the vision of your company, and help you make Perpetual Improvement. Your site, sales, marketing and client relationship improvement should always be a continuing experiment with the goal of testing and making continued improvements based off of sound facts versus "shareholder opinion".
(The Aim Advantage Perpetual Improvement Process)
Analyze: First, as in the scientific method, we do a complete company and site analysis looking for Vision, Potential, Strengths, Weaknesses, Opportunities, Threats and any other potential areas of improvement for improving site traffic, sales conversions, and client relationship improvement.
Implement: We implement the testable improvements in the plan while gathering data and immediately looking for way to improve all facets of the online and offline sales, marketing and client relationship improvement strategies.
Makeover: We take the results as early as possible to begin implementing improvements in traffic (leads), conversion (turning traffic into sales, members, etc.) and improving on the overall customer / user experience. We then help the client to learn how to internalize this process we call the Perpetual Improvement process. While many companies flounder on testing and improving, they never quite reach their potential if they do not learn how vital it is to make changes based off of testing and feedback rather than "big-shot" opinions. Through perpetual improvement, the results tell us where the changes need to be made with scientifically verifiable split-testing, multi-variate testing and user feedback and improvement.
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View some companies and sites with marketing projects we have helped develop and manage:
The Midwest Implant Institute: This is a company near Columbus Ohio that specializes in helping dentists learn many facets of placing dental implants. They offer beginning courses through advance courses to help dentists all over the country become qualified to place and restore implants, and are also certified and able to give CE (continuing education) credits through the American Dental Association. It is a fine dental educational institute that offers incredible "hands-on" training with live patients - even allowing dentists to bring their own patients while many other schools offer training only on plastic models or cadavers.
This site was built using a combination of flash, html, Aweber smart autoresponder, video integration, and completely integrated shopping cart (their trained staff handled the cart at the end of the project). We helped this company and Dr. Duke Heller go through 2 design changes and helped train one of their talented internal staff members how to build, update and maintain the site, tools and the email marketing for producing high quality email newsletters and fliers. (visit their site)
Animal Lovers Forum: We worked with Munster Animal Hospital from Munster Indiana for a while before seeing the opportunity to help them reach well beyond their regional potential. First, Brent Long helped with some team coaching and helped improve some of their executive and team management challenges as well as their business, service and internal dynamics. While working with them, Brent discovered Dr. Han's desire to reach a larger, more global audience. From that point on, we began developing a community based website to reach and involve animal lovers and pet enthusiasts from around the world. We decided to use Drupal content management system and have helped them develop a robust community website that is still rising in the search engines to this day.
The plan began as we collected more information as to Dr. Han's more global vision. Then we began building a preliminary community website while beginning to train one of their internal receptionists how to manage and update the website, as well as other ways to find new modules to improve the visitor and community building experience. The site is now experiencing hundreds of unique (brand new visitors) per month and rising. Here are the steps we used in developing this new and competitive pet forum community site.
Step 1: Foundation: Preliminary concept building and domain name research. We developed the initial "bare bones" site using Drupal 5 series content management system.
Step 2: Build and Train: We began working with a staff member within Munster Animal Hospital who had the best potential for becoming the main site moderator and manager.
Step 3: Train and Release: We trained this staff member until she was fairly proficient in managing the system, updating the system, backing up the site system, moderating the forums, and actually bringing her own unique insights to help improve the forums and site quite significantly.
Step 4: Search Engine Optimization and User Optimization phase 1: While they were gaining more internal confidence and control over most of the website, we began building phase 1 of Search Engine Marketing through SEO (search engine optimization). We helped them begin to lay out a plan for populating the site with quality content based off of their expertise while drawing new members and regular writers, including outsourcing much of the writing to professional writers via Elance. We helped them to learn how to write job descriptions and negotiate / hire the right kinds of writers for their forums while optimizing for long-tail key words through the articles. Now the site is experiencing regular spidering and indexing from the search engines as we helped training the Search Engines to return to find fresh content on a regular basis.
Step 5: Search Engine Optimization and Continual Improvement: Building natural search traffic through off site SEO. Search Engine Optimization, in reality, has 2 parts. On-site optimization and off-site optimization. On-site optimization is that process of building quality content while including a continuous testing and improvement environment to build user satisfaction and trust. Off site optimization is the final step in building quality, long-lasting natural traffic by helping pages in the site gain top 10 rankings in Google, MSN, Yahoo, Bing and other top search engines. We do this through developing a quality back-link strategy by becoming partners with other site owners who have sites that are already highly trusted by the search engines. We help by strategically creating content that is beneficial to their visitors / audience, while implementing anchor text and other back-links that target the phrases for which we want to gain top-10 Search Engine Rankings.
Step 6: Revenue Generation and Continued User / Conversion Optimization: While traffic begins to increase to targeted pages of the website, revenue, sales, and advertisement potential continues to increase. Viewing each individual page as a potential "virtual salesperson" we help to find the right ads and optimize the ROI for each and every page by testing and improving on several ad placement and other revenue generating strategies. The ads or strategies that fit the heart of the site and bring in the optimized revenue for each page wins! It's actually a scientific process of goal setting, split testing and user testing / feedback. We focus on getting user feedback by using several different kinds of insight tools as well as analytics to track traffic and behaviors and improve the conversions (whether conversions are new members, clicks on ads, opt-ins for newsletters, or sales of products.
You can visit the Animal Lovers Forum here
Marketplace Boot Camp: Starting with our long-term relationship with Long on Life and 104.9 the River Radio, we began developing a strategy to build a "fusion marketing" support process to help stream new relationships into the client base for Long on Life through their already strong relationship with 104.9 and the radio marketing base. They had been meeting and finding ways to help increase business and sales and leads for each other using 104.9 the River's radio listener base and Long on Life's long standing relationship base built over 17 years of face to face work in executive coaching and sales coaching in the Ohio marketplace, the United States and a few other relationships in foreign countries. We had already built a solid website system and opt-in strategy to help build a more continuous email marketing platfor with Long on Life using Aweber's reliable email marketing system and some good old html, marketing research, copywriting and graphic design.
This time, we teamed up with 104.9 and Long on Life to develop (and continue to develop) an opt-in process whereby multiple streams are utilized to draw people to the registration / sales page. People opt-in when they register for the event and prospects are segemented based off the most recent event they attended. Each event has a different theme and Long on Life uses this as well as on the spot surveys to get continual feedback for improvement so they can keep a thumb on the pulse of the potential client base needs.
Munster VIP: One of the things we recognized early in our relationship with Munster Animal Hospital was their high volume of foot traffic to the hospital. One major strategy that was missing (in our opinion) was a way to successfully capture willing "VIPs" or "subscribers" to an online newsletter whereby Munster Animal Hospital could take more control of communicating to their foot traffic and increase sales, communication, benefits and offerings and overall relationship improvement by implementing an online "VIP" opt-in process.
The opt-in process is here: http://www.munstervip.com
and the idea is promoted in the hospital through business cards designed to promote voluntary registration. Members benefit to "insider" or "VIP" monthly newsletters, updates, and special VIP coupons that non-members do not have access to. The opt-in process is also encouraged on the main website, word of mouth, and member recommendation links (making it easy for one VIP to share the VIP status with other non-members).
This process utilizes flash, html, VIP cards mass-printed through Vista Print (using researched and effective "opt-in" benefit language), and our favorite opt-in tool that current has one of the highest usability and deliverability rankings in the email marketing world -
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Aaron Schulman for Aim Advantage