Welcome to Whitehat Proposal: Aston Rowe Created: 10 th July2013
An Introduction To Whitehat Whitehat: Specialists in Analytics Based Marketing Over 30 years experience in technology and marketing in London & New York Core expertise: Local Marketing / SEO / Reputation Comprehensive set of services including Consultancy, PPC, Local Maps Marketing, Organic SEO, Reputation Marketing, Video and Social Media promotion
Why Choose Us Choosing Whitehat will liberate you from learning the highly technical skills required to run a local marketing campaign successfully. You can focus on building and running your business while we do the job of increasing your leads and customers through our multi channel approach. We understand your business category and niche and we know or can quickly determine what strategy will work for you based on our extensive experience. In addition, we undertake regular review and analysis of the results, allowing the campaign to be refined and improved over time..
Our Understanding of the Brief (Part One) You explained that Aston Rowe is a growing estate agent, currently based in Acton and serving the west London areas close by, but now expanding into Shepherds Bush (Brook Green). The group is looking to gain more business from online search where it has not been successful in the past. You mentioned that that there was an difficulty in getting clients to write reviews online. This was confirmed by our detailed reputation report on which showed only one (poor review) online. You mentioned that the current site was not appearing highly in searches made for business relevant keywords in your area. In addition many smaller competitors were being listed in the local search engines and you said that this was causing you to lose business. This was confirmed by our keyword research which indicated that the office was not appearing for important search terms.
Our Understanding of the Brief (Part Two) You agreed that an improvement in the online reputation of the restaurants would likely improve the number of clients. You agreed that an improvement in the local rankings would improve the chance of the business being found by new customers. You agreed that social media was an important factor in the success of other, similar businesses in this sector and a more systematic approach was required. You agreed that the combination of all of these three things, working together, would provide the ideal environment to improve revenue and profits across the group.
Proposed Solution Build a 5 Star Reputation People buy from businesses that they trust. Online reviews by real clients is critical to building the credibility of a business. This is even more true when dealing with a very widely used service such as an estate agency. Reputation Marketing Register your business on all the relevant review sites Capture customer reviews and publish them on their behalf Track and manage additional reviews from across the internet Filter & display live review feeds on your website Your reputation ranking will be captured and displayed prominently in Google search results.
Proposed Solution (continued..) Local SEO Local marketing is the most effective way to find new clients. Given the choice, people prefer to buy from a local business. Maps Marketing Local listings, Google+ Maps, are increasingly used by people to search for products and services in their local vicinity. 58% of businesses list their business address on their website and only 19% do local citation building. This means that local promotion will give you and edge over your competition.
Proposed Solution (Continued..) Create a Local Buzz Use Social Media to bring in new business Local Buzz is the optimisation of local listings and maps in search engines and major sites such as Google Places, Bing Local, Facebook Places, and Foursquare. A fully-optimised local online presence coupled with a strong local SEO campaign (Maps Marketing) will put you ahead of your competition. Local listings are geographically relevant and more targeted to customers. And because of this, local listings in Google Places, Bing Local, Facebook Places and Foursquare gain more online traffic, checkins and conversions. Local search has grown by 144% from 2007 to 2011 comscore Local Search Study 2012
Components Of the Solution Reputation Marketing (Acton) Register your business on all the relevant review sites Capture customer reviews and publish them on their behalf Track and manage additional reviews from across the internet Filter & display live review feeds on your website Site Audit In our initial evaluation we do not believe that a full site audit is required at this stage. The website is small enough that the audit provided within the SEO promotion of the Maps Marketing component is sufficient. Local SEO: Maps Marketing Targeted at the main site Month 1 Keyword Research and Local Analysis Local Listing Intake and Creation SEO Package o SEO On-Page Optimization o SEO Off-Page Optimization Local On-Page Optimization Package On Page Article Optimization Video Creation and Optimization Image Branding and Optimization Coupon Marketing Google+ On-Page Optimization Package Month 2 & Ongoing Research and Analysis Content Generation & Optimization Off-Page Link Building Directory (Citation) Building Monthly Reporting and Auditing Coupon Package Option 1: Local Buzz Mix of Social Platforms, Local Directories Month 1 Local Places Research Business Information Intake Emails & Logo Local Business Directories Image Creation, Optimisation & Publication Promotions Reporting & Audit Month 2 & Ongoing Custom citation building Promotions Local Mobile Check In Promotion & Event Social Updates Reporting & Audit Option 2: Social Media: Facebook Facebook Profile Marketing Facebook Profile Updates Backlink Building from Profile Updates Facebook Commenting and Discussion Backlink Building from Comments Facebook Groups Joined Facebook Friend Acquisition Facebook Page Marketing Facebook Page Updates Backlink Building from Page Updates Photo Updates
Costs Campaign Name: Aston Rowe Acton Service Month 1 Month 2 / Ongoing Reputation Marketing 500 400 Local SEO (Maps Marketing) 500 300 Rep + Maps (Joint Discount) 800 600 Options Local Buzz (Intermediate) 350 350 Facebook Marketing (small) 260 260 Recommended Solution Rep + Maps (Joint Discount) 800 600 Local Buzz (Intermediate) 350 350
Options Social Media Promotion Most of the services listed have some element of Social Media Promotion. However Whitehat are able to provide a full service social media service to manage all aspects of social media. This includes: Facebook, Twitter, LinkedIn, Google+, YouTube & Pinterest. We also provide combined Social media packages that pull together groups of social media promotions. The Local Buzz option provides a mix of social media and local directory promotion which works well for local businesses and is recommended to complement the Local SEO involved in the Maps Marketing. If you want to take this further, you could look at Facebook etc. We have provided a quote for a low level Facebook promotion. Video Reviews Whitehat are able to provide a video review services where we interview clients and post their reviews online. Costing for all these services are available on request.
Next Steps Questions? Address any questions or issues raised by the proposal. Produce supporting contract Contract to be signed Invoices Sent / Paid Project Start Data collection Setup Company On Whitehat Systems Agree timescales for reviews Whitehat looks forward to working with Aston Rowe to help them build a 5 star reputation and help drive the expansion of the business.
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