The first step in developing any marketing program - whether traditional, digital or social - is to engage in the Discovery process. This process essentially describes the research that we do and the concepts that we draw on to answer these three primary questions.
Who is your target market? Or target markets?
What message(s) do we want to send to these people?
What are the most effective methods for delivering this message to this target market?
Of course, many companies have multiple product lines and focus on serving numerous target markets, so we'll often craft different messages for these different markets and use a variety of methods to get these messages out. Other companies come to us just wanting help with SEO, Keyword advertising or the like so we will refine this process based on their specific goals and such.
Unfortunately, the Discovery process differs for almost every client so we don't employ a standard process to our thinking. Rather most of this work is done by our senior team members including Mark Forst and Bill Brasser, both of whom have undergraduate degrees in marketing, MBAs from Washington University and a combined 40+ years in the marketing field.