We use digital content to attract, convert, close and delight our client’s customers in a way that engages them throughout the customer journey and buying cycle.
In order to ensure the best results in terms of conversion rates, click rates, and cost per lead, we recommend targeting specific pain points and value propositions that your target audience experiences. The content that is produced will address these pain points and explain to the target audience how to overcome them. The content will not be overly branded or have too much of a sales focus. Instead, it will instill in the target customer your expertise and explain your value proposition.
Once your strategy is done, it’s time to create a content calendar to share with you that outlines when each item in your strategy will be completed. This will be a working document that you can continually update to track progress. We will set deadlines and goals, with clients to ensure these items are done on the deadlines set.
A blog is one of your most essential content marketing tools. Posting regularly establishes your business as a thought leader in the industry. It also helps you to be found more readily by search engines. We also leverage social promotion to drive your target audience to your site.
One of the most important pieces of inbound marketing is creating quality content catered towards what your buyer persona is searching for. We ensure your content is optimized and deployed properly in order to accelerate your keywords to the top of search result pages.
• Blogs/ Articles
• Infographics
• Case Studies
• eBooks/ Handbooks
• Mini Graphics
• Branded Posts / Videos
A picture is worth a thousand words. And a picture with words is worth a whole lot more words than just the picture. They’re engaging, spur curiosity, and are shared across social networks. These are amazing tools for receiving links as well as creating direct traffic to sites. Infographics are a great way to get traffic to your site. They are shared extensively on social media, get picked up by media sites, and are a great way to gain links from other sites. In addition to this, sales teams can leverage them through emails and tradeshows. We handle all aspects of design and research for the infographics and slide decks.
• Improve quality scores – Higher quality scores result in better costs per click and ad visibility.
• Optimize keywords – Ensure you’re using the proper broad, phrase, or exact match keywords and that you have the right negative keywords targeted.
• Day Part Bidding – only show your ads when your customers are searching.
• Competitor Keywords – Show up for your competitors searches.
• Remarketing/Retargeting – Ensure your customers see your brand for at least 6 months after visiting your site.
• Ad Copy Optimization – Our experts craft the perfect ad that will cause your customers to convert.
• IP Exclusions – Stop your competitors from clicking on your ads and using up all of your budget!
• And Much More!
A major factor when it comes to the way the search engines rank a website is its user experience. To ensure that your customers have the best experience while on your website, we will focus on the following areas:
• Page Speed and Load Times
• Bounce Rate Optimization
• Internal Link Structure
• Onsite Broken Links
• Mobile and Tablet Optimization
By offering content that helps our target audience’s pain points, we will have the opportunity to capture their information in exchange for downloading the content. Through landing pages and lead capture forms, we will capture:
• Name
• Company
• Phone Number
As we work to improve the campaign and optimize the ROI for our clients, we create MANY new landing pages with different buttons, different titles, completely new layouts, and a great number of different qualities. We do this to elicit the right interaction that produces the best result. This is an ongoing process, as you can always squeeze a few percentage points out of an A/B test. Because of this, putting an exact number on the number of landing pages we create is difficult; sometimes a new landing page just has a new image, while other times it’s a complete teardown and rebuild. The gist of the matter is this: we do whatever is necessary to generate conversions.
Remarketing is specifically targeting customers who have shown an interest in your company at one point or another. This interest could have been shown through email, a website visit, or a social media visit. Regardless of how they found you, we can retarget them and ensure that they hear your message over and over again. This will be a critical part of moving customers from the top and middle of the funnel down to the bottom of the funnel. We ensure that you have a strong remarketing message on Instagram, Facebook, and Google AdWords.
The following tasks/strategies will be performed on your campaign to ensure that your products and services stay top of mind while the customer is going through their customer journey:
• Create highly relevant keywords, ads, and landing pages.
• Optimize ad copy to maximize clicks.
• Recognize keyword match types and when to use them.
• Calculate essential metrics for measuring success.
• Website Visitors.
After the leads have downloaded or viewed the content and shared with us their information, we will then nurture them with drip email campaigns. These emails will encourage them to download or view more information about your business and its value proposition. Thus, a contact who downloaded an infographic will then be invited to attend a webinar, download a guide or receive a free audit. We will also utilize AdWords and Facebook retargeting to help keep the message persistent in front of the target audience for a period of 180 days after the first point of contact. The goal of the nurture campaign is to capture a full lead profile for the sales team and give insights to the sales team as to which value propositions are most important to the contact.
We peg our lead nurturing campaigns (top of funnel moving towards purchase decision) at 12 to 20 touches. The more automated the process, the more email touches. With that in mind, we always create the main nurturing campaign for our clients, as well as a nurture campaign for their house list of emails that never converted (a re-kindle campaign if you will). In addition to that, most clients ask for a “Post sales nurture”, “A follow up down the road” nurture, and a few other special situation ones. We’re happy creating all of those for our clients. Now, there have been situations where our clients have asked for 20 to 30 nurture campaigns. In those situations, the sheer load of the content requires us to manipulate the content calendar to accommodate them. In those situations, there aren’t any additional costs to the client, but rather the calendar just gets delayed a little bit in order to accept the work load.
