Marketing Consultation Services

1. What we do:

Customers are the source of real growth. ICE combines in-depth customer insights with practical expertise in operations and economics to help our clients create sustainable, organic growth.

Applying an outside-in perspective and helping clients achieve growth are fundamental to our approach at ICE.

With our team of global experts, ICE brings depth of experience in the following areas:

• Customer insights and segmentation:We help clients understand customer needs and behaviors using our approach and develop actionable segmentation from the resulting insights. We help clients define the target customer to inform business decisions and investment allocation.

• Product and category management:We help firms break down barriers to innovation and improve ongoing customer-led product development so their value proposition is differentiated and meets customer needs.

• Pricing:We help resolve the pricing paradox—pricing is almost always the #1 profit lever, yet it remains under-developed in most companies—by building long-term pricing capabilities and capitalizing on in-year-revenue opportunities.

• Sales and channel effectiveness:We help companies identify quick, targeted, customized solutions as well as strategic and operational improvements to boost underperforming sales organizations.

• Marketing and brand strategy:We help companies align marketing and brand strategy with overarching business objectives; ensure marketing investments are generating highest returns and reinforcing the brand positioning; and build a loyal customer base through branding that cultivates a strong, trusted image.

• Customer experience:We work with companies to develop a series of positive interactions with the customer to earn their advocacy and inform consistent delivery of experiences to drive top-line growth.

• Loyalty:We help companies nurture promoters—loyal customers who are more profitable, and who are active proponents of your business in good times and bad.

• Go-to-market strategy:We help companies build powerful, integrated go-to-market systems that build a bridge between a company’s strategy and the exceptional customer experiences that are the ultimate driver of customer advocacy and loyalty.

Customer-centric businesses build a virtuous cycle we call the "customer wheel." We help companies at every stage of growth, developing custom solutions and collaborating with all levels of the organization.

2. Our Approach:

We help our clients succeed by transforming three building blocks of customer-led growth—the 3D lens through which clients solve problems and identify opportunities. We work with our clients to:

• Design a customer experience that is differentiated and tailored to meet customer needs. We do this by identifying a company's most important customers and appealing to those needs by creating a value proposition that is unique.
• Deliver on the promises they make by building capabilities to optimize customer interactions at every touch point.
• Reprogram their DNA to put customers and employees first. We focus on generating near-term results and building a long-term foundation for growth and giving companies what they need to keep listening and responding to change.

Internet Marketing Solutions

ICE has been partnering with clients for over a decade to provide dramatic results in generating site traffic and improving the quality of leads. As a full service internet marketing provider, we carefully analyze your goals, develop a strategic plan and implement it for you, all while bearing in mind the importance of your company’s reputation.

Since we focus on all areas of internet communications, we are able to determine whether your needs are best met by higher organic search placements, carefully thought-out search engine marketing, more social media exposure, updated website design and content, or a combination of all these options. This integrated approach maximizes your budget dollars while providing tangible and impressive online results. We will help you grow your business.

1. SEO Smart solutions

With billions of pages indexed on Google alone, it’s not surprising that getting your website noticed is an uphill challenge. In fact, unless your site appears in the top 30 results, chances are good that all those self-qualified prospects using search engines won’t be able to find you. Realistically, your website needs to be in the first page of search results in order to attract a significant portion of the online market.

The good news is that ICE has created a unique multi-step process to move your site to the top of web searches, right where customers can find you.

Step One – We focus on understanding your business needs.

The online marketing experts at ICE know that the first step of any internet marketing plan is to get to know you.  We take this holistic approach because your brand, your message, your marketplace, your reputation and everything about your business is unique.  We ask questions and spend time to gain a thorough understanding of your business, and then we come up with a strategic SEO plan that suits your needs.  The time we spend upfront, before any implementation, sets ICE apart and allows us to become a fully engaged partner in your business.

Step Two – We get your company to the top of organic search listings.

Organic search engine optimization has been our specialty for over a decade.  Our SEO techniques ensure long-term top ranking through the acquisition of valuable organic listings. We use a natural content focused process that gets you top listings on hundreds and in some cases thousands of terms that customers use to find you and your products and services.  However, let’s be honest:  we’re also focusing on getting you to the top of those coveted, popular search phrases that everyone wants to obtain. The big difference is that we succeed.

The ICE organic search engine optimization process is a cyclical flow of meaningful, keyword-rich content that is promoted online using both traditional and social strategies, with the final result being that we’re able to help you reach your specific business goals and objectives.  We also are well aware of the potential pitfalls of SEO marketing, always keeping our clients’ reputations and long term strategy in mind.

Step Three – We use proven search engine optimization (SEO) strategies.

In addition to search engine optimization, which maximizes high organic rankings, we strategically use paid inclusions or sponsored listings to get immediate top rankings for those terms that are most important in reaching your audience.  This effective combination quickly catapults your site to a top-ranked position on all the major search engines including Google, Bing/Yahoo! as well as several remarketing networks.

Step Four – We track and analyze results of your SEO and SEM program.

This may seem obvious, but in fact it is something that makes ICE unique:  we analyze relevant data to determine how well your SEO/SEM plan is working.  This allows us to refine your program and maximize your long term results.

We offer a full array of SEO and SEM Options.

Search Engine Optimization and Search Engine Marketing are complex and ever-changing marketing tools.  Specific strategic offerings that may or will be included in your ICE customized SEO/SEM plan include:

• Landing page creation and optimization including A/B and Multivariate page testing.
• Paid search creative testing.
• Responsible link building.
• Keyword research and harvesting.
• Content review, analysis and optimization.
• Competitive analysis and tracking.

1. Social Media Consulting & Implementation

• Social media is here to stay.  While it may seem like the options, as well as the potential pitfalls, are overwhelming, ICE knows how to navigate the social media realm for you.  There are actually fantastic opportunities out there to grow your business and enhance your company’s image.  Trust ICE to guide your business in the use of social media, which when used effectively, will build bridges of communication to your clients.
• We customize the following steps to achieve social media prominence for our clients:

Step One:  Get to Know You

• ICE believes that getting to know you is an important part of any online marketing plan.  We spend the time to get to know your business model, your target audience, your competitors and what you hope to achieve.  We truly consider ourselves your business partner and pride ourselves on going beyond what is expected of us.  We always keep your best interests at the forefront of any social media plan.

Step Two: Social Media Strategy Development

• Focusing on your online goals, we come up with a strong plan to market your business using social media.  We actively engage with you to find marketing opportunities based on your business – perhaps a new partnership, an interesting business relationship or a new product being developed.
• We don’t merely work on getting your name out there; we make sure we are enhancing your reputation and your brand by getting your name out the right way in the right place.  Whether it be via Facebook, Twitter, LinkedIn, Google+ or the next best thing out there, everything we do is well-thought out to meet your online communications goals.

Step Three: Flawless Implementation

• The best laid plans must be implemented well in order to work.  At ICE, we have a dedicated, detail-oriented and experienced staff of professionals who make sure that your plan is executed flawlessly.

Step Four:  Analyze Web Results

• Because we take a holistic approach to our services, we don’t consider our job done after implementation.  We analyze relevant data to determine how well your social media program is working.  This allows us to change or update your program as indicated and you to continue moving forward with success.

Improving Website Results

Is your website helping your business? Zephoria uses proven website analysis systems to answer that question for you. We go beyond the analysis of web traffic numbers to an understanding of what is working on your site and how to further enhance user experience. Our strategic approach helps you attract and keep the attention of your target audience. Your website is an investment in your business; count on Zephoria to help you make the most of it.