12 STEPS TO RAPID BUSINESS GROWTH

Transcription

1 12 STEPS TO RAPID BUSINESS GROWTH This document is a 12 step blueprint encompassing a multichannel advertising and strategic marketing approach. Clients can expect a rapid business transformation within 12 months. Proven strategies for achieving and sustaining revenue growth and profit

2 OVERVIEW OF YOUR DIGITAL MARKETING PLAN CONVERSION STRATEGY WEB, MOBILE & GRAPHIC DESIGN SEARCH ENGINE ADVERTISING SEARCH ENGINE OPTMISATION MARKETING CONTENT WRITING LEAD TRACKING ANALYTICS & INSIGHTS DISPLAY ADVERTISING RETARGETING STRATEGY COMPETITOR ANALYSIS INDUSTRY TRENDS TARGET BETTER QUALITY TRAFFIC For small and medium business owners, targeting buyer motivated traffic is crucial to business success, at least until your business is ready for more brand targeted strategies. There are different levels or phases of buyer motivation that we need to understand, which also need to be prioritised according to your business goals. CONVERT MORE TRAFFIC INTO LEADS Business owners spend tens of thousands per year driving traffic to their site but only a fraction of the cost or time working out how to convert more traffic into leads. Your first step should focus on implementing a high conversion, low cost strategy, and once you achieve this then focus on increasing relevant traffic volume. CONVERT MORE LEADS INTO SALES Key questions which could transform the performance of your overall marketing strategy. How can we sell ourselves better online and on the phone? What would be a great offer to get a commitment now? What did the competitors offer that we didn t? TRACK WHERE LEADS & SALES COME FROM Most business owners have no real insight or knowledge of where there business is situated right now. They don t know what drives new leads or what contributes to a final sale. If you can t track where leads come from or what activities contribute to a sale then you are not in control of your business. 2

3 CONVERSION STRATEGY Before we start spending any of your marketing budget we will review and optimise your current web to lead strategy. Most businesses rely on simple quote or contact forms, however considering most first time visitors are researching or comparing with a view to take action at a later date, it s important to capture their interest with a lead magnet. This is the most effective marketing investment any business can make. A well planned and designed lead magnet can quantum leap the ROI of every marketing strategy. A lead magnet is something of instant value that is compelling enough for a visitor to give you their contact details now and not later. This could be a time dated redeemable voucher with an attractive offer or free gift, a how to guide, ebook, report, or a pricing guide. The cost of giving away this value will be more then compensated once we implement our marketing strategy. Giving away a free gift that costs you money is often referred to as a loss leader strategy and factors in the medium and long term revenue potential of a client and the repeat purchase transaction value over a period of time. This is an equation that you can roughly work out to determine what level of value you are able to give in order to attract a new lead. If your product or service is often a once off transaction you can still offer a loss leader gift if your client referral strategy is tight. On the last page of this document we will outline a new client and lead referral strategy that will completely transform your business. We will continue creating new lead magnet concepts and marketing material until we reach a maximum conversion rate with your AdWords campaign. We will also consider a micro niche and develop a landing page with a conversion offer. By appealing to a specific audience we can significantly boost conversion levels and your return on investment. Example of a micro niche landing page: Developed only if an opportunity exists. Finally we will optimise your existing website or rebuild a new site with trust building elements and design aesthetics that ensure a friendly user experience. To begin planning how to conversion optimise your website we have created a vlog on this topic. GOAL: Increase lead conversion rates by 50% to 200% TIMELINE: INCLUDES: COST: Ideally launch at the same time we optimise your AdWords account, unless you want us to show an increase first. Optimisation periods can take up to 3 months depending on your AdWords budget. Strategy planning, copy writing, graphic and website design. Strategy Plan and Lead Magnet Development: If you need a new site build or site renovation: 3

4 LEAD CONVERSION MAGNETS Here the lead magnet was focused on price as this was the number one question people would ask. Turning your most asked question into a call to action is a strategy we often recommend and creates a teaser that compels people to take action. Don t always give away too much on your website. Remember that websites don t sell, people do. Your website is just there to build enough interest with a compelling offer or call to action that triggers enough emotion to influence an action which is giving you their contact details. You can then call and follow up with an automated sequence. Before and After introducing a lead magnet Lead magnets start with the onsite call to action which is often a promotional offer, how to or pricing guide or a free gift redeemable as a voucher with a few conditions attached. The next step is creating the marketing information they will receive and this is where things can become time consuming, and is where we can help. 4

5 SEARCH ENGINE ADVERTISING LEAD TRACKING INDUSTRY TRENDS COMPETITOR ANALYSIS RETARGETING STRATEGY ANALYTICS & INSIGHTS We will track which keywords result in phone calls, web form enquiries and live chat with 100% transparency by reporting your total cost per enquiry. To quickly optimise performance we will also forecast which keywords are likely to convert into enquiries through engagement tracking with Google Analytics and AdWords integration. We will start by targeting only keywords that represent motivated buyers and then continue expanding motivated audiences until we achieve the maximum volume of enquiries at a cost per enquiry that represents peak profit levels for your business. We will conduct in depth research to understand all your products or services. This includes terminologies, common questions your clients ask, decision making processes and the consideration time lags to a purchase. Another important area of analysis are with your industry trends both for seasonality, consumer behavior and demographic targeting. We will also analyse the number of advertising channels that are contributing to a final lead enquiry. We call this multi-channel attribution. Learn more about this here: There is a fine line between success and failure with AdWords and it requires an intelligent and calculated ROI approach. AdWords is a highly competitive advertising environment with at least 5 to 10 of your major competitors showing ads right next to yours. This requires detailed awareness about your competitors; what are they offering, which sites are more attractive or appear more trustworthy, how do they answer the phone, what is their elevator phone sales pitch and how are their products and services positioned, presented, priced or packaged? We call this the 4 P s of product and service marketing. Retargeting or remarketing is the final step to ensure we recapture visitors into a potential sale. Depending on your AdWords package we can implement some of the most advanced Remarketing strategies that exist. This includes time on site, page combination filters, and time sequences. We recommend implementing all forms from Facebook, Youtube, GDN and Referral Remarketing strategies. GOAL: Decrease Cost Per Conversion by 50% and Increase Conversions by 25% TIMELINE: INCLUDES: COST: Start now allowing 4 to 5 five days for research, planning and build time and a further 6 to 8 weeks to start achieving significant performance increases. Basic site design optimisaton, tracking implementation, banner designs, competitor analysis, Google analytcs and sales conversion advice. Visit: Set Up: $TBA once off (includes strategy planning sessions) Weekly Management: $TBA pw (no lock in contract periods) 5

6 MARKETING There are many marketing platforms available that allow you to build highly complex marketing sequences, however many business owners have little time to invest into planning the content for their marketing sequences. Kick Media recommend as their preferred marketing platform. While also being a very affordable platform we are able to create very intuitive and intelligent marketing campaigns based on a number of online triggers that identify different types of behavioral activity and important and website actions taken by your database leads. We can trigger sequences to begin or change based on the following triggers: ü Time based ü Clicks a link ü Opens another ü Subscribed to another list ü Landing page URL goals ü Data changed ü Auto Responder Sent ü Birthdays By implementing behavioral based targeting we can begin designing well written high impact content designed to influence a valuable action. This could be s that target users who visited certain pages of your site or abandoned the shopping cart. Using integration tools like Zapier we can also integrate your favourite CRM programs and begin creating lists and sequences based on lead and customer information. We also ensure your marketing sequence mirrors a similar message or offer in your Remarketing banners. We do this by adding event tracking codes into links embedded within your s which will trigger relevant remarketing banners to begin displaying. We recommend the following marketing strategy: ü Build trust, give value with a next step teaser. (Links to social media) ü Educate, influence and provide a free gift or actionable benefit. (link to a landing page) ü Create a Soft Step call to action with online booking tools like ü Track links being clicked and URL visits that split your lists based on user interests. ü Continue building your brand story, showing personality and providing call to action gifts. ü We use statistics to time the delivery of content. ü We keep our s short and sweet for maximum impact and long term interest. ü For large databases, we also use A/B split testing for maximum open and click through rates. GOAL: TIMELINE: INCLUDES: COST: Increase your database and convert 25% more enquiries. Set up to go live just after our AdWords optimisation. Account set up, tracking and form integration, list creation and training Visit: 6

7 CONTENT & COPY WRITING RESEARCH AND ANALYSIS What brand perception do you want to create or change? Who and where is your audience? What is their behaviour, beliefs, values, interests? What emotions compel them to take action or react in a certain way? What is the current perception of your brand to this audience? Which content currently influences your company s brand perception? How can we create new content to reposition your brand perception? CREATE EMOTION AND COGNITIVE CONNECTIONS How do we create discussion and participation How do we engage How do we educate key messages How do we create loyalty How do we interrupt, shock and stimulate How do we build authority How do we build trust and influence INFLUENCING AN ACTION Influence is a copy writing skill that requires careful selection of words that compel an emotion and triggers an action. Often that action is entering contact details for something of perceived value; a report, how to guide, or simply more information. The starting point however is your landing page website content and follow up marketing sequence. CONTENT MARKETING Content Marketing is a topic that does not have a large impact on traffic levels or SEO (yet), however it should still be included in the marketing mix if you are planning on building your brand long term. Using websites like outbrain.com and taboola.com are a great starting point for getting your message out there, however it involves syndicating content that originates from your website; and blogs are the ideal place to start creating shareable content that can have readership value on other websites. TIMELINE: Start writing marketing sequences once we go live with AdWords. Blogs and web pages can wait until we launch an SEO marketing plan. INCLUDES: 2 content revisions and content upload to each web or marketing platform. COST: We have three types of content writing packages. Marketing Sequences, Blog Sequences and Webpage Content Packages. 7

8 SEARCH ENGINE OPTIMISATION Our team has spent the last 12 months innovating and testing new ways to create high authority; topically relevant and high trust flow SEO back links. New to SEO? A back link is simply text (mostly your brand or URL) which hyperlinks to your website pages if clicked on. They can be placed anywhere on the internet from a blog, social media, or a directory, but for the highest back link value (referred to as Trust Flow and Domain Authority) you ideally want most of your back links from high authority sites topically relevant to your industry. These include other business websites and industry themed blogs with high Google authority. The hardest to obtain links however come from.gov or.edu websites. Basically the harder it is to obtain a link the more SEO value it carries, and for SEO purposes the best type of links we want to focus on are high authority business website links. At KICK MEDIA we have a very secure and strict criteria for purchasing expired domains with already high Google Authority and creating website backlinks on those domains. Unlike paying bloggers to post linking articles, we control the site which will never become part of spammy link network and are topically relevant to your industry. This allows us to completely control the entire site and link to your website in anyway we like. We can decide to link from page content, an image or a blog article and because we also host the site there is no risk of the link getting de-indexed or taken down. This is a common issue in the SEO industry where a link you have paid for is out of the control of an SEO agency after it has been purchased or created. You will find that Bloggers or webmasters often archive their blogs or change content within 12 months, which means your SEO investment into links are not guaranteed for longevity. So by creating high authority sites targeted to your industry we are able to future proof your rankings long term. By purchasing expired domains with already high Google authority we are finding that one link is equivalent to 10 to 15 normal backlinks created by other SEO agencies. This means by building for you one or two links per month we can outrank your competitors on Google within 3 to 7 months. So the key is quality not quantity, which is now what Google is looking for. Below are examples of backlink sites we have built for our clients: As you can see we go to elaborate lengths in order to build a backlink. You will notice each site looks almost like a competitor and appears as a real commercial business. However this is a shell site solely for the purpose of your SEO. If this site eventually ranks we will place your contact details on them however they will never rank higher than your main brand site. 8

9 HOW WE CREATE HIGH QUALITY BACKLINKS Not all backlinks are created equal. It s now a matter of quality over quantity. One high quality backlink created by Kick Media is equivalent to a dozen or more standard back links built by most SEO agencies. Search and bid on expired domains These are old domains in your niche that already have high authority in the eyes of Google. This enables a large head start on SEO rankings for your industry. Build a industry relevant website Our web team will build for you an entire website that mimics a real business website topically relevant to your industry.left are examples of backlink sites we build. Host on our custom created SEO servers In order to maintain a natural looking backlink profile, we have gone to eaborate lengths to configure our own custom hosting solution to avoid any traceable Google footprint between each backlink site. Create high quality blogs and content Once each site is built our writing team will create high quality content pages and regular blogs strategically planned and placed to provide maximum SEO authority link flow through to your site. Embed your branded links & URL s Google Penguin updates now mean it s more important to use your brand name and URL as content mentions and links that are clickable through to specific keyword themed pages on your website. Hide your backlinks from competitors Finally it s important that we hide the links we build so that once we are ranking #1 on Google, competitors will have no idea how we did it or be able to replicate it. GOAL: TIMELINE: COST: Increase organic traffic and enquiries by 75% within 12 months Start Onsite SEO in month 2 or as soon as AdWords and our conversion strategy has increased your revenue and profit by 10% or more. If AdWords is proving to be too expensive SEO may be an option to start sooner. Visit: 9

10 GOOGLE ANALYTICS TRACK WHERE ALL LEADS AND SALES COME FROM IDENTIFY WHERE LEADS ARE DROPPING OFF TRACK AND OPTIMISE MULTIPLE WEBSITE GOALS MEASURE ENGAGEMENT LEVELS OF EACH CHANNEL TRACKING LEAD & ENGAGEMENT METRICS ALLOW US TO FORECAST WHERE CONVERSIONS ARE LIKELY TO OCCUR We use analytics tracking technology to measure which Keywords and Traffic Sources result in valuable site actions. ROI & REVENUE $+ROI Form & Quote Enquiries, Phone Calls, Live Chat ENGAGEMENT Time on Site, Bounce Rates, Page Views, Play Buttons, PDF or Links COST: Basic Google Analytics analysis is included free with all Search Advertising packages. For advanced set up and analysis the cost can range depending on the complexity of tracking and analysis required. Visit: 10

11 SEARCH SATURATION What we are about to share is a very simple but elaborate strategy that has the ability to triple your profits in a very short period of time. It is also the final step in our 12 step rapid growth program that will allow you to dominate in your industry. To realise the potential of this strategy it starts with understanding online behaviour of people searching for products and services on Google. With often 10 listings appearing in the paid section of Google you will find the average motivated consumer will visit on average 4 websites in a single search. This means you have a 1 in 4 chance to convert a visitor into customer over your competitors. You will also find that achieving conversion levels over 20% is incredibly difficult and no matter what your website looks like you can never appeal to 100% of audiences. Everyone has a different perception of value and trust, so you can not expect to convert 100% of users no matter how much you invest into your website or conversion strategy. SOLUTION We will build 2 or more websites that are branded as a competitor website with leads directing back to a live answering service, if you don t have the resources for 2 or more communication set ups for each brand. All leads will be directed back to you with the option to operate under multiple trading names or funnel all leads back to your main brand. The outcome is to capture a much higher volume of the available search volume for your industry. This strategy is implemented if your current AdWords strategy is not limited by budget and there is a limited amount of search volume for your industry. This means taking more market share using a multi-brand marketing strategy. While the effort in creating and operating multiple trading names is high, the cost versus the potential increase in market share and revenue is unparalleled. We have measured this strategy as the most effective method in growing any business that is limited by available search volume for their industry. If your industry is challenged by the increasing cost of Google to the point where it is not profitable, then we need to be clear this strategy is not a solution. This is a major reason why we have made this step 12 in our rapid growth business program, after we have created success in steps 1 to 11. Step 12 is the icing to an already successful marketing plan. GOAL: TIMELINE: INCLUDES: COST: Saturate all available search volume on Google for your industry Start during or after steps 1 to 11 in our rapid growth marketing plan. This is often achieved between months 6 to 12. Every industry is different. marketing integration, (not including copy writing), Live chat, call tracking, Remarketing banner design and Google Analytics. Each conversion optimised search saturation website will cost: $2450 ex gst 11

12 12 STEPS TO RAPID BUSINESS GROWTH CONGRATULATIONS! You are on your first step toward massive business growth. Let s summarize your new 12 month rapid business growth plan. ü Step1: Optimise your site to convert more leads ü Step 2: Create a lead magnet strategy ü Step 3: Restructure and optimise your Google AdWords account ü Step 4: Design banners and implement Remarketing strategies ü Step 5: Create and integrate marketing opt in forms ü Step 6: Copy write a sequence of s with sales material, offers and education ü Step 7: Implement lead tracking using Google Analytics and AdWords ü Step 8: Start planning an onsite and offsite SEO strategy with transparent ROI goals ü Step 9: Implement content writing for Blogs and SEO article sites ü Step 10: Implement Referral Remarketing from your own list and partner remarketing lists. ü Step 11: Begin display advertising with Facebook ü Step 12: Create multiple sites with a multi-brand search saturation strategy Each step summarised above is a 12 month marketing plan that will completely transform the growth of your business. When you join Kick Media as a client, you are really inviting us to become a marketing partner and trusted adviser in your business. We care about results and every marketing expert in our team is rewarded purely on the growth achieved in your business. AMAZING BONUS STRATEGY: While most businesses experience the benefit of referrals, many don t maximise it s true potential by leveraging this activity. Being proactive in asking for referrals is also effective, however it often leaves large gaps when you get busy and there is no time to ask every happy client for a referral. Half the battle is also knowing if each client was happy in the first place, but that s another strategy discussion for another time. Using Remarketing we have created a Refer a Friend strategy that asks almost every lead and client who has contacted you in the last 30 days to Refer a Friend and receive a free gift as a thank you, from you. This is the most powerful way to leverage new referrals using our proprietary refer a friend banner and landing page design. 3 Month Recommendation: (Reviewed every quarter) Month 1: AdWords & or Facebook Setup: $TBA once off + Management Fee: $TBA per week (Includes optimising website for conversions, Google analytics and remarketing, referral remarketing & Facebook advertising) Create a Lead Magnet Strategy: Month 2: Marketing: Plan and create Optin forms and list sequences: Start copy writing sequences to nurture and convert your leads into sales. Month 3: Start planning SEO strategy with an onsite SEO Audit: No cost Onsite SEO implementation & Offsite High Quality Links: Blog Writing: Minimum 1 x 4 pack blogs per month: Keyword optimised website pages: 12