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Category Archives: work with us
Digital Marketing DNA
DEMAND > CONVERSION > SOCIAL
So much is written about digital marketing that it is easy to get confused on where to put your attention. Changes in Google’s search algorithm, or the new hot social network, all obscure some of the basic blocking and tackling that might be more relevant to your digital marketing numbers. Rather than, “Is Pinterest or Instagram vital for my business?” maybe you should be asking, “Are my landing pages converting into sales?”
Let’s see if we can string together to proverbial LOW-HANGING FRUIT for your digital marketing efforts.
In order of importance to your digital marketing success, here are the three channels for driving demand to your business website.
INBOUND TRAFFIC/DEMAND GENERATION
Get it? Email, Search, Social. And while social is gaining in effectiveness year-over-year, you can see that we are still a long way from supplanting search and and insurmountable distance from Email marketing. So after seeing that, how’s your email list?
Today email is still the big story. Get your email system in order or pay a lot more money for your inbound efforts. And guess what’s happening in pure search marketing as well? Your social activity is now influencing your search rank. This affects where you show up in Google and how much you are paying for your AdWords campaigns. The writing is on the wall, social media and mentions are a better indicator of “page value” than all the SEO terms, metatags, and H1-tags you can load on your page. [see the New SEO Page Rank Report – Uber.la]
When you look at your search marketing you’ve got to look at your social footprint today. The highest factors in your new Google Page Rank metrics are going to be social media. Shares, Likes, Plusses, all count towards your mythical page rank. If you’re not on Facebook yet, you might consider it. 5 factors in your new page rank, according to the Searchmetrics report, are related to Facebook “signals.”
CONVERSION METRICS/ANALYTICS
So how many leads does your site generate per day? Do you know? And of those “potential” contacts from customers, how many are actionable? Do you know where the prospect found your site? Do you have multiple ways for them to “ask for more information?” Do you have content and ideas to share with them? Can you make your site a destination for content about your industry, or technical expertise?
All that we do in demand generation, driving new visitors to your website, has very little affect if your pages are static, brochure-ware, with a “contact us” page. Today you’ve got to work much harder to attract and convert your potential customers.
SEO FACT #1: LANDING PAGE OR DIE: If you are driving customers to your home page from your AdWords campaigns you need some serious help. If your AdWords agency is driving visitors to your home page, fire them immediately. The landing page is the #1 factor in converting your inbound traffic to actionable leads. If you are dumping them on your homepage, it better be a spectacular home page with one “BUY NOW” button in the center. Well, you tell me… How is it working? Are you converting leads from your website?
SEO FACT #2: TESTING IS CHEAP, FAILURE IS EXPENSIVE: Testing langing pages, email subject lines, CTAs (calls to action) is easy. If you are not continuously testing, please figure this out. With the rapid changes in the market place and the hyper-quick news system, you need to be testing new ideas, new landing pages, new content topics, all the time. You need a simple process for testing ideas, measuring their effectiveness. You then multiply the winners and subtract the losers. If you are not constantly testing everything, you are losing the guerrilla ground war of digital marketing.
SOCIAL MEDIA IS PART OF THE SOLUTION
By itself your Twitter account or Facebook page will not do much to convert prospective buyers into clients. If your site sucks, your social efforts are going to be ineffective at moving the needle of sales and leads. However, once you have dialed in the basics of your website, and after you’ve begun testing and optimizing on a weekly basis, you can ratchet up your social programs to build the demand and awareness of your page.
Okay, a few of these are obvious. Your click-through rate has the highest impact on your Google rank. No mystery there, as Google tunes search results to match user success. But the big ah-has for me were all the FACEBOOK factors. (Shares, Total, Comments, Likes) And of the top 15 influencers 7, nearly half, are social media. Still think Facebook doesn’t matter any more? And look at #2, Google+. It’s also no mystery today, that the Hummingbird update began to bring Google+ shares up in the mix of Google influence. [from uber.la SEO Ranking Report]
So let’s break it down into the basic DNA building blocks.
1. Demand (SEO, PPC, content, email)
2. Conversion (landing page, testing, analytics, reporting)
3. Social (traffic, followers, social mentions, social “signals”)
If you are doing your work in those three areas you are well on your way to building a lead-generating machine. If you need help on any of the steps, let us know, we’d love to support your digital marketing program in any way we can.
Sources:
- SMBs Spend Twice As Much On Email Marketing Than On Social Media [STUDY] – Mediabistro
- Blogs Still Rank Higher Than Twitter For Shaping Consumers’ Opinions – Mediabistro
- 2013 Digital Media Influence Report [PDF download 9.3 mb] – Technorati
- What Makes a True Social Business Strategist? – Business 2 Community
What Does Social Media Marketing Cost?
The simple answer is $75 – $200 per hour, depending on what you need and how much of it you need. Some social work can be based 100% on results. (Example: $1 for every qualified lead. We do all the work.) But in general you can pay by the hour, or by the day, if it’s consulting you need.
Social media consulting means training your staff how to do social effectively and with an eye towards results and not just “activity.” If your digital/social marketing is not delivering results, they are not doing it right. Social is an accelerant to what you’re already doing. We have to have good content to socialize. Sure we can help with content too, if that’s what you need. Let’s have a conversation about what you have in your budget for sales and marketing. We can divide and conquer. Tell us what you’re struggling with, we can put some ideas and frameworks in place to jump-start your active program, or build a new program from scratch.
Introducing two new ways to ramp up your inbound marketing:
1. Strategic Project Quick Win (1/2 day session) [$700 and up]
2. Online Marketing Assessment & Refresh (5-session package) [$2,000 and up]
3. On-going Strategic Team Support (weekly meetings and assessments) [$750 per-week and up]
4. On-site Training Session [$1,000 plus airfare and accommodations]
5. Social Media and Analytics Micro-Audit [$750 and up]
We can put a plan and content calendar in place, or we can work with yours. But if you don’t have a content calendar, you’re not really doing social marketing, you’re just playing with social. Social business, means driving business using social media. That’s our expertise.
We’re excited to learn about your business and get started leveraging some smart thinkers and applying best practices to build your business.
You may not need an agency, you need just the parts of an agency that fit your needs. That’s where we come in.
(512) 524-6684
startup-packages-form
Get a digital marketing partner you trust and stay focused on your product.
As a startup you have your focus where it belongs, on development and delivery. We can help you stay focused on your business by taking charge of your digital marketing program. And even if you haven’t begun to think about online marketing, it is important that you start now to build your audience and social footprint.
We’re experienced marketers and we can get your tech startup in the news and on the web quickly and with a very low commitment of time and money. We will execute your online marketing programs (seo, content, search, social, email) while you stay focused on running your business.
STARTUP PACKAGES
1. Initialization – Startup (4- weeks from kickoff to handoff – $2,000 )
You’ve got a site and url but it’s primarily a digital brochure. Let us get your content publishing system set up and give you the controls. We will deliver 1. site design; 2. one month of starter content (posts, tweets, updates); 3. a content calendar for the next year; 4. SEO audit and optimization; 5. google analytics dashboard set up so you can track your results; 6. team playbook (so you are ready to take over)
2. Accelerating Growth (4 – 8 weeks depending on request – $2,000 – $6,000)
Your site is up and running. Let’s us optimize your customer acquisition path and make sure your Google Analytics is set up correctly. With a quick measurement and assessment we will design the acceleration plan to kick your site into the next level of reach and social marketing. We can train your team in practical social monitoring and responsiveness. We will deliver: 1. site optimization plan; 2. on-going content plan for coming year; 3. product launch content prep and socialization process for your big day; 4. working with social media (finding influencers, influencing them, expanding the reach of your message); 5. SEO audit and optimization; 6. Google Analytics audit and fine-tuning; 7. team playbook (so you are ready to take over.
3. On-going Social and Search Support (monthly options range from $500 – $5,000)
Keep your focus where it belongs, on your product development and launch. We’re here if you need us. Many of our clients like to keep us around as a marketing partner. We can be your digital marketing team and let you keep your headcount down. As a virtual partner we can provide the services you need as you need them. Too early to talk about the product launch, let’s focus on building your contact list and followers on social channels well ahead of your launch. Start now, so that your launch already has momentum.
Let us know what you have in mind. We’re happy to provide references from our happy customers.
(512) 524-6684 call us direct or use the form below
[contact-form-7 id=”137″ title=”Contact form 1″]
We’re excited to learn about your business and get started leveraging some smart thinkers and applying best practices to build your business.
You may not need an agency, you need just the parts of an agency that fit your needs. That’s where we come in.
Fluent Startup Packages
Get a digital marketing partner you trust and stay focused on your product.
As a startup you have your focus where it belongs, on development and delivery. We can help you stay focused on your business by taking charge of your digital marketing program. And even if you haven’t begun to think about online marketing, it is important that you start now to build your audience and social footprint.
We’re experienced marketers and we can get your tech startup in the news and on the web quickly and with a very low commitment of time and money. We will handle the online marketing (seo, content, search, social, email) while you run your business. We can often get your social and content platform up and running within two-weeks.
You may be a year from launch of your product, but there’s no time to waste in getting your message out on the web. Potential customers and potential investors are all going to be searching Google for your information. Make sure you show up with a consistent message and a groundswell of social mentions. What others are saying about your startup is more relevant to Google than anything you can say about yourself.
Let’s get started.
Here’s how our process works.
1. Kickoff meeting (virtual or in-person)
2. Blog/Site design and content development
3. Launch of blog with social messaging and virtual PR
4. Content map for the next 30 days (or map ahead for the year)
5. Tools and setups for all relevant social accounts
6. Social/Content playbook for your internal team
7. Measure results and optimize program
8. Reporting and revisions
9. Next level opportunities
We’re quick and efficient. Using the industry standard CMS, WordPress, we get your site up and running in a short period of time. And our goal is to set your team up for success long after we’ve finished out project. If you need support along the way, we’re always available to help at any stage of your development.
STARTUP PACKAGES
1. Initialization – Startup (4- weeks from kickoff to handoff – $2,000 )
You’ve got a site and url but it’s primarily a digital brochure. Let us get your content publishing system set up and give you the controls. We will deliver 1. site design; 2. one month of starter content (posts, tweets, updates); 3. a content calendar for the next year; 4. SEO audit and optimization; 5. google analytics dashboard set up so you can track your results; 6. team playbook (so you are ready to take over)
2. Accelerating Growth (4 – 8 weeks depending on request – $2,000 – $6,000)
Your site is up and running. Let’s us optimize your customer acquisition path and make sure your Google Analytics is set up correctly. With a quick measurement and assessment we will design the acceleration plan to kick your site into the next level of reach and social marketing. We can train your team in practical social monitoring and responsiveness. We will deliver: 1. site optimization plan; 2. on-going content plan for coming year; 3. product launch content prep and socialization process for your big day; 4. working with social media (finding influencers, influencing them, expanding the reach of your message); 5. SEO audit and optimization; 6. Google Analytics audit and fine-tuning; 7. team playbook (so you are ready to take over.
3. On-going Social and Search Support (monthly options range from $500 – $5,000)
Keep your focus where it belongs, on your product development and launch. We’re here if you need us. Many of our clients like to keep us around as a marketing partner. We can be your digital marketing team and let you keep your headcount down. As a virtual partner we can provide the services you need as you need them. Too early to talk about the product launch, let’s focus on building your contact list and followers on social channels well ahead of your launch. Start now, so that your launch already has momentum.
Let us know what you have in mind. We’re happy to provide references from our happy customers.
(512) 524-6684 call us direct or use the form below
[contact-form-7 id=”137″ title=”Contact form 1″]
We’re excited to learn about your business and get started leveraging some smart thinkers and applying best practices to build your business.
You may not need an agency, you need just the parts of an agency that fit your needs. That’s where we come in.