 The SEI Method
The SEI Method is an approach that encompasses both a simple methodology and a measurement tool.Â
Story
Start with who you are and who you serve.Â
This could be the genesis of a relationship. It’s a foundation that leads to a mutual understanding. And done well it can share some clues as to why you are doing what you do? Humans have connected through story since time immemorial. People do business with people.
Message
How do you serve your customers? What’s your approach?
How you articulate your key marketing messages helps signal the value of your products and services. It's the beginning of setting clear expectations for your customers. They’ll be asking, “Can this brand help me solve my problem?”
Brand
What do you want your customers to think about you? More authentically, what is it you stand for?
Customers will be drawn to your look and feel - the visual design and its content, yes. But brand initiatives can be less subtle and more powerful than that. How does this brand associate itself with a worthwhile cause? Whether it is a traditional sponsorship or more of an active agent for positive change in the world.
Content
All of the written and visual content you create becomes an extension of your brand and key components of the experience.
now with Web 3.0 on our doorstep there are more ways to interact with your audience.Â
We’ve moved from 2D content on a web page to 3D environments that can house conversations and events, gamification, rewards, community building and dynamic ways to stay in touch with everyone that matters to you.
Delivery
We’re no longer limited by specific platforms; there are multiple channels and methods to reach our audience.
For too long marketers have steered businesses towards the places they know best. Now it's time for businesses to take back control and get the right mix, meeting their audience where they are instead of blasting advertisements in their general direction and hoping for the best.
Optimise
Marketing is no longer about optimisation alone. Optimisation for the sake of optimisation that is.
The earlier components of the SEI Method allow you to put the main structure in place and get the best strategy and focus in place before you go too deep into an SEO expert's bag of tricks.Â
Optimisation still matters. The right foundations ensure you are ready to optimise your true awesomeness instead of faking it and avoiding the true work of marketing - for finding the DNA building blocks of your brand.
Analyse
Start to track your progress and discuss critical ways to improve your positioning with customers and in search.
You may already have the tools - so you’ll dive into your Google Analytics or Google Search Console and some other third party tools.
However, many of these tools are enterprise grade and agencies and small businesses alike struggle to distil the important stuff.Â
