Salt is essential.
So are the services we provide.
Strategy & Planning
Identify the most direct & cost effective route between the current state and your future ideal.
Good strategy lacks complexity and keeps outcomes in sight.
-
Strategy stems from intended outcomes and measurement clarity. The plan begins with an audit of the assets that are already at your disposal (e.g. owned media, website, data) and moves outward to the concentric circles of tools that can bridge the gap as quickly as possible. As strategy moves to execution, we remain focused on how each effort is serving the outcome.
-
By understanding your business and empathizing with your consumers, we identify short term growth opportunities for immediate yield and plant the seeds for long term outcomes to fuel sustained growth.
-
Source inspiration from the real-world experiences your target customer. Plans sit at the intersection of empathy, behaviour and data.
Search
Every consumer decision today is considered and researched across media. Spin the flywheel between online and offline messaging for amplified impact with your UX, SEO & SEM.
-
Inspire consideration, pull-through, partnership with symbiotic brands, referrals etc. If consideration requires story telling, podcast placement or endorsement tactics may be a solution. Perhaps there are mid-stage prospects who need a reminder, que the retargeting and geoframing.
-
Repeat frequency, grow cart, decrease time between purchase, etc. Tactics may include remarketing, direct mail or perhaps fast frequency builders like streaming audio.
-
Improve awareness and inspire action among the right audience to gain a clear understanding of what problems you solve. Good demand gen starts with finding the right audience, delivering a compelling CTA and testing channels quickly to unlock optimal ROI.
-
Have a list of the top customers with whom doing business would change your year? Leverage Salt’s suite of behavioral geoframing alongside propagation of your USP via data driven email & social. Differentiation tactics may include long-form story telling in podcast and leveraging your internal thought leadership.
-
After more than 25 years running media organizations, we have learned a thing or two about how to negotiate and how to ensure that your media delivers on the outcomes. There is no proxy for having been on the inside.
Media
The media playground is vastly fragmented. We are channel agnostic, outcome obsessed media insiders. The common denominator is good fundamentals, value for the outcome and performance.
-
Done well, good SEO reduces the need for investments in SEM by capturing the demand before it is “on the market.” Tactics include Google Business Profile (GBP) optimizations, monthly site copy, recommendations for technology stack that contributes to reputation management and review solicitation etc.
-
In a vast sea of choices with subject matter experts advising you about how to succeed in sub-channels and beat the “algorithms,” Salt cuts through the noise to create a plan for your specific communication objective. Moreover, we understand the relationships between PPC creative ad content, and SEO (site content, backlinks etc.) and how they work together to drive efficiencies.
-
Consumers don’t delineate between on-line and off-line. It rarely serves a business to bifurcate. Salt spins the marketing flywheel by ensuring that digital insights fuel traditional media strategy and traditional media learnings optimize your brand on-line.
Data
Migrate from reliance on other sources of data. Leverage your own data to build business value, inspire customer delight, improve employee effectiveness and boost your valuation.
-
You probably have data. Lots of it. Some of it is in a CRM, some is in a POS, some is accessible through finance and perhaps your shipping department has a few useful tid-bits too.
As a result, your marketing is reliant on partial information, look-alikes and 3rd party cohorts. But GDPR and CCPA are changing cookie and cohort game. Sound familiar?
Data storage costs have dropped and the availability of machine leaning and AI give today’s businesses unprecedented access to predictive modeling and business intelligence.
Businesses who put technology to work will leapfrog those who do not. If you are confused about how to navigate, we can help.
-
First party data customer insights in a data warehouse will allow you to run both business intelligence reports (what did happen) and predictive modeling (what could happen). From these, you can improve both understanding of current efforts and future results.
-
Understand profitability of customer segments & product lines. Enable modeling around the impact of a sale the long term impact to profitability. Clarify how changes to internal incentives impacted results.
-
Deliver on what your customers expect! That may be customization in a site, communication or a service element. This is where tactics to gather zero party data (customer intent vs. customer behavior in your first party data) can generate illuminating outcomes!
-
Your leadership team and our team including a data expert (ETL, warehouse, access etc.) will engage in a half-day session to:
Identify what problems could be solved, what questions could be answered, what time could be saved and what value could be realized using your current data.
Identify what data would be needed to power the outcome.
Identify what data you have and where is it located.
From there we roadmap a plan and outline associated costs and vendors.