The key to successful marketing is planning. And the key to successful planning is an EMB Roadmap. This many, many pages-long report lays out how to get from where you are to where you want to be and sets key performance indicators (KPIs) to measure your path to success.
Our Roadmap is a critical piece of our data-driven approach to digital marketing. Whereas our competitors can take 60 to 90 days to onboard you as a client, the Roadmap—in conjunction with our Digital Mindmap and Creative Mindmap—allows us to onboard you in three weeks. We use the marketing goals you’ve set and creative needs you’ve identified in the Mindmaps to lead our analysis of the market data. Then, we develop a smart plan to get you from point A to point EMB.
TL;DR: Stop using the spray-and-pray marketing approach and start using a highly targeted strategy led by data and insights.
What goes into a Roadmap report
From the moment we gain access to your marketing channels, we start crawling your and your competitors’ data. “Crawling your data” sounds either slow or spooky, but it simply means we’re pulling data into our listening software to create high-level charts and graphs—and fast.
A few of the hundreds of backend components we check:
The health of your website. We present a list of errors, warnings and notices based on performance, accessibility, search optimization and more along with a numerical health score.
The user-friendliness of your website. A technically healthy site can still be completely useless if it isn’t user-friendly. Your report will include UX/UI recommendations to ensure everyone is welcome on your site.
The quantity and quality of backlinks. Building backlinks is a long game that goes hand-in-hand with strategic online partnerships. We’ll see how well you’ve done and where the opportunities lie.
The strength of your keywords. Our SEO experts look at keyword volume, intent, relevance, traffic, cost efficiency, etc. Our findings allow us to develop content and search advertising strategies.
The efficacy of your advertising. We’ll look at paid keyword and click volume, and use algorithms to estimate your competitors’ search ads spend so you know what ad content to test.
The impact of your social channels. The Roadmap investigates your and your competitors’ social channels to elevate your audience, activity and engagement. You’ll love our subjective content analysis!
How does a Roadmap benefit your brand
After we’ve compiled our findings into a report, we present it to your team and stakeholders to educate you on your digital landscape. Each Roadmap also comes with a custom scope of work so you know how to make smart steps forward and what those will cost.
Together, the Roadmap and accompanying SOW let you make marketing decisions based on facts and not feelings—we’ll reserve those for the next big Netflix rom-com.
Not only does the Roadmap Report allow you to move forward fast with in-depth knowledge of what is happening in your industry, but it’s also an incredible tool to use for fundraising. Many of our clients share their proprietary Roadmap report with investors as a way of showing (with data) how much money they need to scale. It’s one less item off of your entirely too-large plate.
“All you need is a plan, the roadmap, and the courage to press on to your destination.”
— Earl Nightingale