Our Process

More clients. More customers. More growth. More money. More freedom. We help you do better.

1. Goal Decisions

Where do you want to go?

It’s imperative that you know what your marketing and organizational goals are — if you can’t tell us what your goals are, we can’t help you achieve them. You might not have a clear picture of your goals just yet, and we can help you figure that part out.

Sometimes goals get brushed off as being “fluffy,” but when you make goal decisions, you commit to achievement.

2. Strategic Planning

How will you get there?

We will recommend a strategic marketing direction for your company or organization. A new website, a rebrand, hiring an additional full-time marketer, SEO improvement, comprehensive training for an in-house marketing team — these are just a few examples of strategies we have recommended to help our clients realize their business goals.

3. Research and Guide Development

What do you need to do to arrive on time and on budget?

There are hundreds of marketing tactics you can employ to reach your goals, but you can’t just leap from one tactic to the next without a structured plan to guide your efforts. We perform website audits and audience, competitor, and keyword research to inform guide development — a guide is a tool your team will use to meet your goals on time, and on budget.

For example, a brand voice guide is used to ensure that all of your communications are consistent and meaningful, and a social media guide explains how to engage with your audience online (including what to post and when).

4. Training and Implementation

What will you learn (and do) along the way?

Your guides are built so that you and your team can open them and begin implementing right away. We provide hands-on training, either in person or via screen sharing/conference calls. The implementation support we provide differs depending on the size, availability, and experience of your in-house team. If you need some training for example, but feel prepared to manage implementation in house, we provide coaching until you are comfortable flying free without us.

It is almost always more efficient and cost-effective for your team to manage your marketing in-house. We know that might sound scary if you’re used to long-term implementation contracts with online marketing companies, and we’re happy to provide references from clients who with our help, have brought their marketing projects in-house.

5. Measurement and Insights

How will you make cost-effective, future-proof marketing decisions?

Measurement is infinitely important in marketing. Each strategy and tactic that we present has a clear path to measure the impact it has on your business and marketing goals. With our guidance, you will be able to look at your Analytics dashboards and know with certainty what the right decisions are for your business. You will know which paid social campaign worked and which radio ad didn’t, you’ll know how much to budget for your digital spend next year — you will be able to see the direct impact of every dollar you put into your marketing.

Armed with that knowledge, you won’t second guess your decisions because you will have concrete evidence of what works and what still needs work. Wasting money is painful. We will teach you to pull insight from what you measure so that you can make quick, intelligent financial decisions about marketing.

Ready to talk about how our process can help you do better? Get in touch!

Additionally:

We’re Economical, Not Commitment-phobic

We rarely recommend long-term engagements during the proposal stage of a project. We’re hesitant to lock our team and yours into a lengthy engagement before our projects start because our ultimate goal is to empower your team to manage your brand and your marketing in-house. With our strategic direction and training, bringing that work in-house is typically much more economical for your team.

There are exceptions to every rule, of course! We have worked with some clients for years, but our roles have evolved over time to suit changing needs — as is the case for our work with The Shaw Conference Centre.

The Honesty Factor

We tell the truth, even when it hurts. Especially when it hurts, because great things can come from facing uncomfortable truths.

Before we began offering a comprehensive set of services, we often partnered with other agencies to provide SEO and PPC solutions for their clients. One of those times, we put together a report that was direct and addressed the shortcomings of a project that stemmed from not having proper analytics access, and directing traffic to pages that provided poor user experiences.

Our agency partner replied to the report with the following:

“I find that the best way to move forward with clients in a positive way and continue the relationship is to frame the shortcomings as opportunities for improvement. While I don't doubt that all your closing thoughts in the document are factually correct I wonder if you'd consider revising for tone and tenor.”

The tone of the report was friendly, but the facts were clear. The project was not a success. What the agency was really asking was for us to sugarcoat their project’s failure. We do not compromise our integrity in this manner, so we could not present the client with anything but the honest, direct truth.

There is no place or purpose for double-talk in client relations.

Delivering bad news isn’t fun. It’s frustrating when we have to tell potential clients that their award-winning web design agency neglected the site migration process and that recovering from a huge loss in traffic and authority will take a long time and significant financial investment to correct. It’s upsetting when we see that the SEO “agency” you hired did irreparable damage by building you a scary low-value link profile that will definitely get you nailed by a Google penalty.

We will tell you the things that are tough to hear, and then be there to help you navigate a path to success.

Project Flow

We don’t use an account manager/project manager model at Kick Point. We tried it, and it didn’t work out — you can read a bit about that in our story. When your project begins you will be assigned two project leads (who can never go on vacation together), and they will be your main contacts going forward and you will work with them to lay out the schedule for your project.

Your communication needs may be different and we respect that, so we offer you a lot of autonomy in this regard. We simply ask that you tell us your preferences for frequency and method of communication — and always, always tell us when you go on vacation — in order to keep your project on schedule.

Often, our clients are going through periods of significant change — and we’re honoured to be a part of this. Making change successful is as thrilling as it is challenging! Establishing a change management plan with your team is an important part of this process. Change is scary and having a comprehensive plan that guides your organization and creates champions for change reduces anxiety and eliminates roadblocks to change.

You will always own the documents we create together. Your analytics program is just that — yours! It’s mind boggling to us when we start talking to a potential client and their previous agency or freelancer controlled their analytics and never granted them access. Reporting dashboards, software accounts, social media accounts, and anything else we access or set up on your behalf will always belong to you.

Frequently Asked Questions

Do you design and develop websites?

Yes, we design and develop websites in-house. If you have less than $15,000 to spend, we will work with a customized theme — which gives you less control over appearance/options/fancy things, but you still get the important benefits of a data-driven, SEO-sound, impactful marketing website.

The websites we build typically fall into a range between $20,000-100,000.

Do you provide workshops/seminars/training/coaching programs?

Yes, we’re of the “teach a person to fish” school of thought! Get in touch with us and please tell us what type of education you and your team are looking for.

Do you give talks/presentations on brand/digital marketing/SEO/social media/fantasy football? Do you deliver keynote addresses? Will you be on a panel?

Yes. Being active in the global marketing community is very important to our team. Our team members have spoken at many conferences on a variety of topics — and we always craft new talks and slide decks in order to ensure your attendees are getting valuable, unique content. Review our past speaking engagements here, and get in touch with us to discuss your conference or event here. Dana DiTomaso is also available to deliver keynote presentations.

Will you manage our social media? // Will you tweet for us? // We need someone to manage our social accounts, do you do that?

No. We are not an economical solution for your social media management needs. Ultimately, we encourage you to manage your social media accounts in-house. You (or someone on your team) has more knowledge and a deeper connection to your organization — we’re happy to provide the tools and education to prepare you, but we will not tweet, post, or snap on your behalf. Rules are made to be broken though! If you need short-term support, or want some hands-on coaching, we’re open to that so please get in touch.

I need an SEO audit. Will you please include the results of an audit in your proposal and tell me how much it will cost you to fix what you find?

We do not do this. Lots of companies will though! We believe that this is a form of spec work that devalues our expertise and gives the marketing industry a bad rep. Our audits are comprehensive, utilize an expensive suite of tools, and take time for our team to put together because we focus on insights and recommendations to move forward smartly. Of course, when you contact us, we do investigate your website, and look for red flags, but we will not audit outside of a contracted relationship.

Can you please send me pricing for SEO // a new logo // a social media strategy // a website // an audit?

Because we don’t have packages or template solutions, we cannot provide pricing information without receiving details from you about your company and your goals.

I don’t know how much to budget for this. Can you tell me what we need and how much it will cost?

This is tough. A question we typically ask of all of our potential clients is, “how much money do you have set aside for this project?”

The purpose of this question is to give us an understanding of whether or not we can realistically help you, or if we need to recommend an alternate partner. If you cannot tell us “how much money you have set aside” we will provide a predicted range for you to review before moving into a proposal stage, in order to ensure we do not waste our time or yours.

I need high quality links. How many links can you build me in the next month?

Sigh. If this is your line of questioning, we are probably not a good fit for you. Link building is an Olympic marathon, not a sprint. Our response to this question is typically: “Can you please send us a few examples of the high quality content you have prepared that you need links built to?”