Digital Marketing Services Product Overview

Transcription

1 Digital Marketing Services Product Overview What is Digital Marketing? Digital Marketing is the practice of promoting products and services using digital distribution channels, reaching targeted consumers, building iterative relationship with those consumers, and having the ability to produce measurable results. Digital Marketing must be targeted, it must be measurable, and it must involve building strong relationships. You can now offer a high quality, comprehensive suite of digital marketing services that will create or vastly improve any company s ability to compete digitally capturing the prospects who are looking for their product or service online. Traditional advertising drives search traffic. Advertising via print, radio, TV, will result in your targeted audience searching for you online. If you are not easily found you are spending your ad dollars to send customers to your competitors. Main components of Digital Marketing Strategy include: Websites: Engaging website that is easily found, clearly communicates the advantages of products or services sold and makes it to purchase the product/service via phone number, lead form, or online purchasing process (ecommerce). Websites are developed on open source content management systems such as Wordpress or Joomla which offer: Complete flexibility in design, content and functionality. Supported by hundreds of thousands of web professionals in US and worldwide Can be hosted on existing host or a new hosting account created specifically for the site. All domains, designs, functionality, content, materials are completely owned by the customer. There are no costs to change if agreements are terminated. Compete training is provide to the degree requested by the customer. Prices start at $3,000 and go up from there depending on scope of requirements, size of the site and amount of customization. Search Marketing: Search marketing is a broad term that covers a wide array of topics and services, but primarily is referring to the following: Organic Search Engine Optimization (SEO) is the process of affecting the visibility of a website in a search engines organic search results (Organic not paid). A successful SEO campaign will increase your rank in search engines for the keywords your potential customers use to search for every day and will drive more traffic to your website.

2 Local Search Listing Optimization Is the process of claiming and optimizing your business listings on online directories such as Google +, Yelp, Four Square, Yellow Pages, Yahoo, Bing, and Reminder Gold Pages. When these as well as thousands of other directories list your business name, address, and phone number, this is called a business citation. The number and quality of these directory citations will help determine your placement on these directories. Your business can only show up when a user searched for your business category in the town(s) where the business has a physical address and location. You cannot show up in Hartford if your business is actually located in Vernon. These local listings are extremely important to mobile searchers and give small business the ability to compete against much larger businesses in their local town. Paid Search Engine Marketing (SEM, PPC, Paid Search) refers to the paid search ads that appear at the top and right side of the search engine results pages or on network websites that are being paid to display paid search ads. (95% of all paid search ads appear on google, yahoo and bing, with an additional subset that appears on Facebook, LinkedIn, Twitter, and other search/social platforms. The appearance of these ads is based on an auction bidding system, where the highest bidder for a particular keyword or phrase will have their ad show up first. Other factors such as the quality and organic relevance of your site, click through rate and bounce rate will also determine the price and position of an ad. On average paid search ads capture about 40% of the traffic while local and organic listings capture the remaining 60% of traffic. It is extremely easy to set up a paid search campaign and google will assist in setting up an account for free, however, google has spent a lot of time developing a certified professional certification program that takes advance training and vast experience to pass. Certifications must be renewed every year, because the industry and tools change dramatically every year. Starting a campaign and managing it effectively and properly requires a LOT of knowledge, skills and experience which is beyond the scope of anyone but a certified professional. Mangement of a PPC campaign by anyone who is not a certified professional will result, in a campaign that will not be as effective in driving traffic and will cost more for every click. An effective search campaign will focus on all three of these areas to maximize results. There are some product/service or keywords phrase searches where one of these segments will better target prospective customers that others. Social Campaign Management is the process of utilizing social networks such as Facebook, Twitter, Google +, Pintrest, Instagram, Houzz, etc to help companies increase brand exposure and broaden customer reach, by leveraging the social clout of every person that engages with the brand online through their social media networks. There has been a lot of discussion about the ROI when engaging in and managing a brand on social media networks. Although, exact ROI can be difficult to pin point all the experts agree that developing and building an active brand on influential social media networks is not only good business but critical to their future success. Your customers will have the discussion about a business when they interact with that business. If the business leverages, captures, promotes and monitors the online discussion, they will better be able to manage their digital reputation and brand. Additionally, social branding is a key indicator of the strength of a brand to search engines. A strong and active social footprint, will positively influence rankings. Conversion Optimization it the science of using advanced analytics to understand how visitors to the site interact with the site and how effective the site is in converting visitors to customers. A websites design, content, and navigation, etc will determine the usability of a site and how well it converts to visitors to leads or buyers. Advance conversion optimization will use advanced testing methods to test different content elements in an effort to improve conversions. Even a slight increase in conversions can result in large sales increases to a business.

3 What Makes our Services Different? Understanding the Competitive Landscape When selling Digital Marketing services, it is important to understand the competitive landscape and how to differentiate our services for others. There are five different levels of Digital Marketing Service providers: 1. Low cost high volume providers these providers services tens of thousands of customers and rely on a high degree of automation and low skilled employees to provide services that focus on the low hanging fruit. These services do provide some benefit and typically target smaller business that focus their products or services in a hyper local market. Services will include: local business listing optimization, template micro sites and limited keyword optimized for a small towns such as Vernon, Windham, Colchester, etc. For example a microsite will be created that is optimized for Seafood in Mansfield or Lanscaping Services in East Hartford. Often links are created via business directories and automated article submission to article directories. Players in this space include but are not limited to: Reach Local, Local Edge, Orange Soda, etc. These services can provide useful services for very small businesses that have limited competition in a market. The problem is that there is often very little or no search traffic for sea food in Mansfield or Landscaping Services in East Hartford. Often searchers will use the closest metro city to target their searches to get a list of providers to choose from. 2. High Volume Higher Price providers will charge higher prices because they can typically leverage their own directories to drive more traffic and justify a higher pricing. Competitors in this space include Yellow Pages and AT&T which leverage their own directory listings and their own domain strength to create strong rankings. The results will look like this: This yellow page directory is hosted by the norwhichbulletin the user must click through to the directory where they may be listed with several other similar businesses. These listings typically do not result in a lot of search traffic, but will generate some traffic to the website which is what is reported in their reporting systems. 3. Vertical Market providers these are software companies that provide software that specializes in a vertical market niche such as auto dealers, lawyers, chiropractors, etc. Historically these systems were not optimized at

4 all for search, however most have adopted in recent years and are improving their systems to provide what is called Search Friendly systems. This means that title tags, headers, etc are constructed in a way to optimize the page to best reflect the content on the page. The pages are not optimized for the Best Keywords that will provide the most traffic. Additionally, these providers do very little link building and no true content marketing to build domain authority. 4. Small One or Two person SEO consultants Businesses - although a truly experienced and knowledgeable consultant may provide high quality services, it has become increasingly more difficult for them to compete. It takes tremendous resources to create and execute an effective SEO/SEM campaign inclusive of Onsite relevance specialist, copy writers, designers to create high quality content, business relationship builders to acquire high quality links, and social media skills, to promote content. 5. High Customization and High Cost Specialty companies there are several very strong players in the Digital Marketing space that have invested in the resources, talent and systems, to execute a high quality DMS campaign for businesses. This is the space where we compete extremely well. We offer very high quality services but because our overhead costs are lower and our content resources are plentiful, we can price more competitively that the high specialty shops. The prices for all of these different providers will vary dramatically from $300 per month on the low end to hundreds of thousands of dollars for high end professional providers. Below is a graph that shows the spread of monthly costs as reported in a 2011 survey of over 500 SEO professionals? How to Differenciate our services from the all others? Simply put We offer the best, most comprehensive digital marketing services at a very competitive rate because we can leverage our resources and reduced overhead costs. We have a team of twenty four professionals that specialize in Website Development, organic search optimization, paid search, local search, social media management, conversion

5 optimization and marketing services. Our team is growing as our customer base expands and we expect to end the year with over thirty five staff members and over two hundred customers through the United States. Specifically our service differentiation includes but not limited to the following: Service overall we can be counted on to provide an outstanding level of service for all our clients. They will have direct contact with the professionals that are working on their projects as well as an assigned program manager that will act as the main point of contact to answer any questions or make any changes. Web Development Can create websites for any budget from low cost brochure websites sites for small businesses to custom designed sites with unique functionality sites to run businesses with special needs. We do not own the site, the domain or the content and work with the business owner to provide ongoing flexible options as the business needs grow and change. Many low cost options such as Orange Soda, create microsites where they own the domain name, the site and the content. Our staff includes award winning designers and developers managed by a very experienced web development manager with experience in retail and non-profit vertical niches. We provide professional copy writing services as well as dedicated design, development and management resources to ensure your site is designed to sell and communicate effectively. SEO Attention to keyword research taking time to do the keyword research right up front is critical to the success of any SEO campaign, we pay close attention to traffic, competition and customers business goals. We will optimize each page for as many keyword phrases as makes sense and do not charge by the keyword. Copywriting is critical to a customer s success, copy written for SEO can be very different that good marketing copy designed to sell. We write good marketing copy first and then make sure it will rank for the best keywords. Content marketing or link building is vital to grow a digital brand. Our content is all original work generate by our team of writers and bloggers. Our goal is to place relevant copy on high domain authority sites, that will engage an audience and drive people back to your website for more information. High quality content and info graphics are expensive but quality works best. We will craft a content marketing plan for each customer based on their business strategy and budget. o We also leverage our own networks of high domain news sites to publish content on. Not all articles are published on these sites, but they do provide a solid foundation for content distribution. SEM Adwords management is performed by google certified professionals. We do not employ hourly employees to manage campaigns through a dashboard. Invested in software that monitors keywords, ad placement and competition 24/7 to ensure the lowest bid price possible for the best ad positions.

6 Social Media Management It is all about engagement. Driving engagement comes from the quality of content, layout and voice. On social more than other marketing platforms, it is all about what s in it for the user. We understand that and will work with you to build a social campaign that makes sense. Conversion Optimization A lot of companies can build a website and create a paid search or a face book page. Very few have the skills, knowledge and resources to squeeze every penny possible out of a website. The difference between a good year and a really great year can be found in the xtra sales found during a conversion optimization program.