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Fractional CMO
7 Pillars
On Which
Your Marketing
is Built
the first step
is choosing the RIGHT keywords
Identifying keywords that you want to rank for seems pretty obvious. However, there is more to just creating a list of words.
Here is an example of the keyword list we are going to put together with a short explanation:
  • Tier
    You will get 3 tiers of keywords based on our research and what the market will allow you to rank for easiest and fastest.

  • Search By Volume
    See exactly how many users are searching for each keyword.
  • Cost Per Click (PPC)
    This will give you an idea of how much you will pay per click (NOT per lead – see laws of 3rds if you want to know more about getting leads)
  • Competition
    Understand your keyword difficulty on a scale from 0-lowest to 100-highest. This is going to clearly tell you what your competition keyword ranking strategy is.
  • T.O.P.
    This is based on how many people are actually advertising for this keyword. We will be able to tell you specifically how many other companies are bidding. Cross-checking this number with the other columns will give us the CLEAREST picture of what tactical strategy you should apply and manage your budget appropriately.
those keywords lead you to
your clear strategic message

Your strategic message must speak volumes louder than any of your competitors. You must be clear as to who you are and what makes you better than anyone else. This is also known as your Unique Selling Position (USP).

This section is focused on your core messaging applying principles and methodology created by many marketing minds of many generations but modified for today’s consumer. We should not just be focused on being louder. We need to focus on a clear message that uses 7 core principles.

  • Interrupt

  • Enage

  • Educate Consumers
  • Unique Selling Position (Call-To-Action / USP)
  • Advantages of working with your company
  • Objections you may face & how to overcome them
  • Vendor Selection – Why they should choose you (tied back to your USP)
you will need To properly choose
Where to Tactically place your message

Anyone can place ads.  All you need is a bank account or a credit card. The key is how you manage all the little details.

Tactical marketing is where you place your message, when you place it, along with all the other details you might need to focus on. This could be running social media ads with A/B testing with the forward-thinking strategy of if B tests better than A, what next? (I am going to answer that for you)

Another example is setting a budget to run AdWords and tieing that to your budget. If the ads are not performing, what do you do? Just simply ending that campaign might not be the best choice. That is why you should revisit your Strategic Message.

Below you will have a plan of detail on how to manage your budget tied to the tactical placement of advertising.

identifying your
budget is paramount

Setting your budget is extremely important but very often overlooked. This is the core of your entire business growth and scalability. If you have ever thought to yourself, “I will spend more on marketing if it is working!” you are exactly like every other business owner. The issue is that most business owners don’t have a marketing budget tied to exactly lead generation tracking.

This practice is going to have 3 core applications.

  • Starting with a Historical/ Forensic view of what you have spent in the previous 12 months (or calendar year).
    We want to tie the actual budget spent to the number of leads generated based on each attribution (tactical lead channel).

  • Crystal Ball Of Marketing
    Using logic and an algorithm, created by Joshua Ramsey, we will identify the best plan of action and expected return of any dollars spent on tactical marketing strategies.

  • Forecasting with a goal
    Based on the history of your spending and lead generation we will strategically plan a budget for the next 12 months.
    Keeping in mind that this will be the MOST agile part of your marketing plan we focus on.

your design and brand must be
visually appealing and eye catching

Design should be identified in today’s market as UI/UX.

UI = User Interface. The user interface (UI) is the point of human-computer interaction and communication in a device. This can include display screens, keyboards, a mouse, and the appearance of a desktop. It is also the way through which a user interacts with an application or a website.

UX = User experience. This encompasses all aspects of the end-user’s interaction with the company, its services, and its products.

Still a little confused? Most business owners are in regard to this learning curve. The core difference between UI and UX is; UI refers to the screens, buttons, toggles, icons, and other visual elements that you interact with when using a website, app, or other electronic devices. UX refers to the entire interaction you have with a product, including how you feel about the interaction.
This section will likely look a little different for every client. No one business is the same and the needs of each are going to be different. Josh Ramsey will give you the exact details as they come along.

once you have completed these steps
tracking the responses allows you to maximize and grow your lead flow

Tracking your return on investment (ROI) must be up-to-date and managed ongoing by your staff! No questions.

One of the best ways to execute tracking is using a CRM. Being able to track the attribution of leads all the way to final sales on a monthly or quarterly basis ties the entire marketing plan together. Tracking your ROI will show you how many leads are in the pipeline and through the downspout to sale. If you track these details properly we can evaluate closely your close rate by attribution to determine the best direction or modification of the budget. This is when we throttle your ad spending and control the budget optimization options.

The next part of tracking your ROI is defining your CPA (cost per acquisition/sale) and CPL (cost per lead). This should also be identified in your budgeting section.

Remember, not all lead sources are created equal. Identify your top three lead sources and average each of them as your baseline. Based on the new baseline you will continue to identify new tactical strategies to improve your overall lead generation.

2 Hours Of Consulting

Fractional CMOs truly can’t learn much about your path in 20 minutes.  Joshua Ramsey spends 2 hours learning about your path to now and vision ahead.

The Starter Program

30 days of strategic planning with a well-defined overview of immediate steps you should take to enhance your current marketing.

The Agile Program

Get the most comprehensive marketing plan that you can take direct to any ad agency and achieve immediate results!

Joshua Ramsey
Fractional CMO?


Marketing Campaigns Created


Industries Worked with

4.5 yr

Average Client LifeSpan