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HookVerb engagement phases

The five phases a HookVerb engagement moves through, from Baseline to Close and Carry Forward, and what happens in each.

A hookverb engagement changes shape over its lifetime. The work moves through five phases.

1. Baseline

Get a clear picture of where things stand. Vendors get selected or aligned for web, media, copy, and software. Landing pages get tuned for conversion. Tracking and analytics get verified rather than assumed. The marketing opportunities unique to the brand that nobody is acting on yet are surfaced.

2. Learn

Put content in front of audiences: deploy into existing audiences and social channels, build a subscriber list nurtured by email and SMS, and run the first paid social tests. The patterns that emerge shape later decisions about where to scale.

3. Scale

Grow the channels that proved themselves in Learn, with budget and creative volume following the data.

4. Fine Tune

Optimize the running program: creative, audiences, landing pages, and the lead-funnel between the click and the conversation.

5. Close and Carry Forward

Document what worked, hand over the systems, and leave the client with a program they can run or hand to the next operator.

Topics:hookverbprocess

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