TABLE OF CONTENTS (disregard the numbers)
1 Online Assets 5
1.1 Personal Profiles 5
1.1.1 Top Officers 5
1.1.2 Sales 5
1.2 Business Profiles 5
1.2.1 Local Profiles 5
1.2.2 Social 6
1.3 Online Properties 6
1.3.1 Website 6
1.3.2 Blog 6
1.3.3 Niche Social Sites 6
1.3.4 Bios 7
1.3.5 Wikis 7
2 Offline Assets 8
2.1 Chamber of Commerce 8
2.2 Associations 8
2.3 Networking Groups / Events 8
2.4 Publications 8
2.4.1 Niche 9
2.4.2 Local 9
2.5 PhoneBook 9
2.6 Printed Material 9
3 Online Campaigns 10
3.1 Audience 10
3.1.1 Vertical Geo Niche 10
3.1.2 Geo Located 10
3.2 Driving Traffic 10
3.2.1 Search Marketing Optimization (SMO) 10
3.2.2 Video Marketing 14
3.2.3 Social Media Marketing 15
3.3 Conversion 16
3.3.1 Analytics & Testing 16
3.4 Follow Up 16
3.4.1 CRM Software 16
3.4.2 Email Auto-Responders 17
3.4.3 Email 17
3.4.4 Social Media 17
3.5 Online Reputation Management 17
3.6 Credibility 18
3.7 Assets 18
3.7.1 Sales Assets 18
4 Offline Campaigns 19
4.1 Lead Generation 20
4.1.1 Strategies & Sources 20
4.1.2 Follow Up 20
4.2 Market Selection 20
4.2.1 Vertical Niche 20
4.2.2 Geo Located 20
4.3 Tools / Assets 20
4.3.1 Seminar Presentation 20
4.3.2 Brochure 20
4.3.3 Webinar Presentation 20
4.3.4 Website Sales Video 20
4.3.5 eMail Marketing Swipe Files 20
4.3.6 Lead In Script (Elevator) 20
4.3.7 Reports 20
4.3.8 Testimonial Video(s) 20
4.3.9 Articles 20
5 Sales 21
5.1 Lead Acquisition 22
5.1.1 Offline Marketing 22
5.1.2 Online Marketing 22
5.2 Sales Process 22
5.2.1 Select Target Markets 22
5.2.2 Approach Qualified Leads 22
5.2.3 Educate Prospects 22
5.2.4 Provide Analysis 22
5.2.5 Proposal 22
5.2.6 Close 22
5.2.7 Follow Up System 22
5.2.8 Role Play 22
5.3 Up Sell Opportunities 22
5.4 Tools 22
5.4.1 Proposal Templates 22
5.4.2 Lead In Script (Elevator) 23
5.4.3 Contracts 23
1 Online Assets
This Section is going to cover the online assets that WON Marketing is propsing to have created. Text in Purple is the responsibility of WON Marketing. Text in Orange is the responsibility of ABC Company.
1.1 Personal Profiles
Personal profiles are those online profiles that provide credibility to specific individuals within an organization. We will identify the individuals with roles within a business that should have online personal profiles that dictate personal business objectives. Within each of these roles we identify the profiles that we feel are relevant for business purposes. WON Marketing will set up the recommended profiles for one top officer and one sales role, for a total of eight profiles.
1.1.1 Top Officers
A top officer for a business is going to be a President, CEO, Partners, and/or top level executive managers. Essentially, top officers are those who communicat with the outside world on a regular basis. These officers require an online public profile.
Sales positions for a business are going to be the VP of sales, director of sales, sales manager, sales executives or associate salespeople. The following four profiles should be set up for these individuals that depict the professional image of the individual.
1.2 Business Profiles
Just like with personal profiles, a business requires multiple online profiles in various areas of the internet where the intended target audience may be. Following is a list of all the profiles that WON Marketing is proposing to set up and manage.
1.2.1 Local Profiles
There are a variety of profiles that have to do with the geographical area of [ABC COMPANY]. There are several profiles that we know are impotant, such as the local search engines, however there will be additional local profiles that will be uncovered during research. WON Marketing will set up all of the proposed local profiles, including any additional local profiles uncovered.
• Google Places
• Yahoo Local
• Bing Local
Review Sites & Directories
Similar to personal social profiles, WON Marketing is going to create online profiles for [ABC COMPANY] on the following social sites:
1.3 Online Properties
Online properties are assets that are owned by [ABC COMPANY]. These online properties are intended to divert traffic to the specific or fallback call to action. WON Marketing will continuously update or create these online properties in accordance with WON Marketing standards and those set forth by Local Marketing Source, LLC. [ABC COMPANY] currently has a website; however WON Marketing strongly recommends the conversion of the website to WordPress, a Content Management System.
WON Marketing will be making updates to the [ABC COMPANY] website on a needed basis. WON Marketing strongly recommends converting the current website to the WordPress Content Management System. This will make it easier to add or modify content on the website, while also improving SEO and Blog effectiveness. This is a major upgrade to the functionality of the site. This content management system will allow [ABC COMPANY] to make these updates without having to rely on developers and programmers. Should [ABC COMPANY] follow the conversion recomendation, WON Marketing will continually update the content and navigation on the site to achieve a desirable call to action. WON Marketing will also provide [ABC COMPANY] with the credentials to acces their content management system. Later in this plan, we discuss Google analytics and Google website Optimizer, which WON Marketing will use as means of measurement to achieve a call to action.
WON Marketing will be driving a minimum of two blog posts per month, higly relevant to the target audiences. The subject of these blogs will be discussed during the monthly meeting between WON Marketing and [ABC COMPANY]. These meetings will allow WON Marketing to have a deeper understanding of upcoming events, new products/service launches, and general company culture.
1.3.3 Niche Social Sites
During the research stage, WON Marketing will uncover a variety of different niche-based social sites that may be relevant for [ABC COMPANY] to participate in and engage in the conversation. WON Marketing will research the sites and determine which niche-based social sites are most relevant to [ABC COMPANY].
Since WON Marketing will be creating a variety of content for [ABC COMPANY], WON Marketing will require a biography of Top Offices and Sales Representatives to be included in the Social Media Strategy. [ABC COMPANY] will be required to provide bios and phots of the top public officers and the public salespeople. WON Marketing will format the bios and if required, rewrite them to have a professional tone.
A wiki is a website that allows the easy creation and editing of any number of webpages via a web browser using simple markup language. An example of a wiki is the website Wikipedia.org. WON Marketing will create a minimum of one Wikipedia.org entry and an additional wiki when referencing [ABC COMPANY]. Depending on the needs of the campaign and based on results, WON Marketing may create up to two more wiki pages.
2 Offline Assets
Although WON Marketing is an Internet marketing company, off-line and online marketing initiatives must and should work hand-in-hand. The WON Marketing will not be providing any off-line marketing initiatives but needs to be involved in understanding which off-line assets belong to [ABC COMPANY]. Below is a list off-line assets that will vastly support [ABC COMPANY]'s online marketing efforts. These off-line assets have online properties that lend tremendous credibility and authority to [ABC COMPANY]'s online presence.
2.1 Chamber of Commerce
It is highly recommended that [ABC COMPANY] become a member of their local Chamber of Commerce. Most Chamber of Commerce around the country have an ability to login online. [ABC COMPANY] will need to provide this information to WON Marketing. WON Marketing will be responsible for creating content and working with the chamber to get that content published on behalf of [ABC COMPANY]. There will be between one and two pieces of content every six months. [ABC COMPANY] will provide topics for content creation during one of the monthly meetings with WON Marketing.
[ABC COMPANY] will need to provide WON Marketing with a list of all the associations they may be involved with, how long they have been involved with them, and any special relationships that [ABC COMPANY] has with those associations. Similar to the Chamber of Commerce, WON Marketing will be responsible for creating content and working with the associations to get content published on behalf of [ABC COMPANY]. There will be between one and two pieces of content every six months. WON Marketing will also make recommendations from time to time about different associations that may be relevant for [ABC COMPANY]. For example, Standord University is a member of the Medical Associaiton of America, Inc. We may uncover an inexpensive avenue to become a member and deliver content to their members. [ABC COMPANY] will provide topics for content creation during one of the monthly meetings with WON Marketing.
2.3 Networking Groups / Events
[ABC COMPANY] will need to provide WON Marketing with a list of all the networking groups and upcoming events they may be involved with, how long they have been involved with them, and any special relationships that [ABC COMPANY] may have with those networking groups and upcoming events. WON Marketing will be responsible for creating content and working with these groups and events to get content published on behalf of [ABC COMPANY]. There will be between one and two pieces of content every six months. WON Marketing will also make recommendations from time to time about different networking groups and upcoming events that may be relevant for [ABC COMPANY] to participate in. [ABC COMPANY] will provide topics for content creation during one of the monthly meetings with WON Marketing.
[ABC COMPANY] will need to provide WON Marketing with a list of all the publications they may be involved with, how long they have been involved with them, and any special relationships that [ABC COMPANY] may have with the publisher. WON Marketing will be responsible for creating content and working with these groups to get content published on behalf of [ABC COMPANY]. There will be between one and two pieces of content every six months. WON Marketing will also make recommendations from time to time about different publications that may be relevant for [ABC COMPANY] to subscribe to. [ABC COMPANY] will provide topics for content creation during one of the monthly meetings with WON Marketing.
[ABC COMPANY] will need to provide WON Marketing with a list of all the phonebook publications that [ABC COMPANY] may be involved with. This includes all off-line paid advertising, such as phone call trackers.
2.6 Printed Material
[ABC COMPANY] will need to provide WON Marketing with hard copies and digital copies of all printed material currently used by [ABC COMPANY]. This may include brochures, business cards, or newsletters as some examples.
3 Online Campaigns
The following is an overview of the various online campaigns that WON Marketing is proposing.
Audience definition is extremely important. WON Marketing will create as many as two audience profiles for [ABC COMPANY]. These will be complete profiles for the target audience defined [ABC COMPANY]. [ABC COMPANY] will define it's audience and provide a general overview to WON Marketing.
3.1.1 Vertical Geo Niche
As previously identified, WON Marketing will research and uncover the potential NAICS industries for [ABC COMPANY]. For example, some NAICS of interest for doctors are 6211 - Offices of Physians (eg - Stamford University Medical Center), 6214 - Outpatient Care Centers, 6215 - Medical and Disgnostic Labratories, 6216 - Home Health Care Service
3.1.2 Geo Located
For one of the profiles that will be completed, WON Marketing will be focused not on a specific niche, but instead on a specific geographical area. This customer profile will capture those local businesses and consumers that have a need for on demand services.
3.2 Driving Traffic
Since the Internet marketing equation is driving traffic plus conversion equals sales, this section covers a variety of different strategies that WON Marketing is proposing to drive qualified traffic to the online properties and profiles owned by [ABC COMPANY].
Qualified Traffic + Conversion = SALES
3.2.1 Search Marketing Optimization (SMO)
SMO is also commonly referred to as Search Engine Optimization (SEO). This is the service currently being provided to [ABC COMPANY]. In light of the new intended customer segments, WON Marketing is required to take a fresh look at this service. During the research stage, WON Marketing will likely uncover a variety of new information that will be implemented into the new campaign, such as a specific target audience. Following is a list of items and tasks that are involved in this process.
1. Keyword Research
2. Competitive Research - while WON Marketing conducted some competitive research in the past, WON Marketing will provide and create a full competitive analysis report. This will identify both online competitors and direct competitors and WON Marketing will try to identify key competitive advantages for [ABC COMPANY].
3. Keyword Strategy Map
- Organic Search Results
- Set Up
- Map Submission
- Website On The Page Factors
- Implement Strategy Map
- Implement OTP factors
- Trust, Authority and Popularity
- Geographical, Theme and Quality Links
- Link Worthy Content
- Content Distribution and L
WON Marketing uses seven link acquisition strategies. These include directories (geo and theme only), review aquistion, press release marketing, social media marketing, community based sites, video marketing, and blogs.
Properties to Promote
Through the content distribution and link acquisition strategies imposed by WON Marketing, we will promote all of the online properties that have already been mentioned. These properties to promote include, but not limited to:
• Social Media Properties
• News Story
• Video Profile
• Article Profile
• Data Providers
Local Search Results
Google is now in the business of ranking businesses this is done through their local search results known as Google Places. WON Marketing will create a Google Places listing for [ABC COMPANY] and drive efforts to get to the top positions on the Search Engine Results Page (SERP). Google Pleaces also assists in driving qualified traffic to [ABC COMPANY]'s website. Below are the factors involved in ranking for the local business results.
WON Marketing will create the four listings below and assist [ABC COMPANY] with claiming these listings. [ABC COMPANY] will have to work closely and promptly with WON Marketing to verify the listings when information is sent to [ABC COMPANY]'s location.
• Google Places
• Bing Local
• Yahoo Local
• Facebook Places
WON Marketing will create the listings below and assist [ABC COMPANY] with claiming these listings. [ABC COMPANY] will have to work closely and promptly with WON Marketing to verify the listings when information is sent to [ABC COMPANY]'s location.
WON Marketing will also create listings on a variety of supplemental directories and assist [ABC COMPANY] with claiming these listings. [ABC COMPANY] will have to work closely and promptly with WON Marketing to verify the listings when information is sent to [ABC COMPANY]'s location.
WON Marketing will create listings on relevant niche-based directories and assist [ABC COMPANY] with claiming these listings. These directories will be determined during WON Marketing's initial research. [ABC COMPANY] will have to work closely and promptly with WON Marketing to verify the listings when information is sent to [ABC COMPANY]'s location.
WON Marketing will create listings on local geographical directories and assist [ABC COMPANY] with claiming these listings. These directories will be determined during WON Marketing's initial research. [ABC COMPANY] will have to work closely and promptly with WON Marketing to verify the listings when information is sent to [ABC COMPANY]'s location.
Local On The Page Factors
WON Marketing will ensure that the full LMS strategy is implemented across all domains and profiles for [ABC COMPANY].
Citations & Links
WON Marketing will ensure the full LMS citation acquisition strategy is implemented across all domains and profiles for [ABC COMPANY]. Below is a list of a variety of sources for citations WON Marketing will pursue.
• Data Providers
• Public Sources
• Location Based Sites
• Local Blogs
• Local Search Engines
• Local Directories
• Theme Based Sites
• Theme Blogs
• Theme Directories
• Social Media
While acquisition of citations, links, content exposure, and essentially the distribution of digital media are strategies that are proprietary to WON Marketing, at any time through verbal and non-recorded means WON Marketing will provide details on all of the acquisition strategies to acquire these components of online marketing. This information is published through Local Marketing Source, LLC and can be purchased in written, audio, and video in the form of training. WON Marketing will not publish this information.
Review Acquisition Strategy
WON Marketing will work with [ABC COMPANY] to implement the review acquisition strategy. This is a proprietary strategy of WON Marketing and Local Marketing Source, LLC. The purpose is assist [ABC COMPANY] in acquiring reviews by making the process as simple as possible for customers and clients. [ABC COMPANY] will be responsible for implementing the strategy and capturing the reviews from customers and clients. [ABC COMPANY] will also be responsible for printing all Review Acquisition marketing material. During the monthly management meetings between WON Marketing and [ABC COMPANY], this information will be reviewed and discussed.
Because reviews can have negative comments, [ABC COMPANY] will have the ability to respond to specific negative or positive comments by utilizing their profiles. WON Marketing will provide [ABC COMPANY] with a list of details to access these profiles and inform [ABC COMPANY] within 48 hours if there is a negative comment left on any of [ABC COMPANY]'s profiles. [ABC COMPANY] is responsible to respond to the comment. WON Marketing suggests designating an employee within the organization to respond to reviews/comments and interact with online communities.
Rich Snippets and Ratings
Just launched in February of 2011, Google now recognizes testimonials embedded on an HTML page to be reviews with a rating system. WON Marketing will embed these testimonials on to [ABC COMPANY]'s website and ensure that they are recognized in googles local algorithm. [ABC COMPANY] will provide WON Marketing with at any written testimonials and permission to utilize those testimonials.
Measure & Refine
The following reports and factors are measured for the local search campaign. This is an area that WON Marketing has been continueing to improve it. The saying goes that "Anything measured improves." WON Marketing will provide [ABC COMPANY] with access to data that provides information on the following.
• Referrals and Traffic
3.2.2 Video Marketing
Video has become an extremely important piece to the online marketing mix and WON Marketing is continueing to stay ahead of the curve. WON Marketing has identified different video types, distribution, promotion, and integration to existing and new campaigns.
Videos will be created to accomplish the following four objectives. These videos will be created by WON Marketing.
• Testimonial Videos
• Website Conversion
• Education Videos
• Online Exposure
The website conversion and online exposure videos will be created by WON Marketing with little involvement of [ABC COMPANY]. WON Marketing will create one video per month to distribute through the various online media channels. WON Marketing and [ABC COMPANY] will discuss topics for scheduled and new videos during the monthly meeting. The testimonial videos will require [ABC COMPANY] to hire a local videographer or [ABC COMPANY] can video clients themselves or pay for WON Marketing travel to [ABC COMPANY]. WON Marketing will be able to provide all of the guidance on proper testimonial video shoots and WON Marketing will edit the testimonial video to make it professional quality.
Distribution & Promotion
Promotion, distribution, and exposure of video content are essentially the distribution of digital media. These are strategies that are proprietary to WON Marketing, at any time through verbal and non-recorded means WON Marketing will provide details on all of the distribution strategies to acquire these components of online marketing. This information is published through Local Marketing Source, LLC and can be purchased in written, audio, and video in the form of training. WON Marketing will not publish this information.
Videos are created for conversion purposes and will have tracking implemented to measure the intended call to action on the website, with the exception of phone calls. WON MARKETING will utilize Google Analytics to measure conversion metrics.
Search Marketing & Social Media Integration
All videos will be promoted through the various social media channels and integrated into the search marketing and e-mail marketing campaigns when necessary.
3.2.3 Social Media Marketing
As previously discussed, WON Marketing will be incorporating social media marketing channels into the marketing mix. WON Marketing will dedicate a minimum of four hours per month towards social media marketing engagement on behalf of [ABC COMPANY]. The messages, tone, and personality of [ABC COMPANY] will be learned and brought into the social media marketing mix. [ABC COMPANY] is encouraged to participate is social media engagement by offering value to [ABC COMPANY] followers and fans. This will be a topic of discussion during monthly meetings. The following five portals will be used to engage an audience and WON Marketing will utilize in-house tools to measure and monitor activity on these portals.
As previously mentioned, WON Marketing will engage a minimum of four monthly hours into social media engagement. WON Marketing will identify different potential groups to participate in and implement the tools to monitor the online reputation.
WON Marketing is going to explore the avenues to drive followers to the [ABC COMPANY] online social media profiles. This will include certain pull marketing strategies, such as including profile links on e-mail signatures, share and follow buttons on all online relevant content, and discuss with [ABC COMPANY] potential solutions to offer value to additional followers and fans. There will be recommendations for some off-line follower acquisition, such as including a twitter logo on a business card or a follow sheet at a tradeshow booth.
Conversion is the act of getting an online visitor to take a desirable call to action. Each online property and profile should have one desirable call to action and typically one, two or three fallback CTAs. Measuring the conversion is very important. Using Google analytics and Google website Optimizer, WON Marketing will also conduct A/B split testing on the website, where appropriate. Conversion for an e-mail might be the click through rate for specific link. Conversion on twitter might mean what percentage of followers took action. For each measurement of conversion, WON Marketing has various benchmarks that define success.
3.3.1 Analytics & Testing
Something that is important to [ABC COMPANY] and WON Marketing is the analytical data. We improve that data through testing. It is both firms goal to have key analytic data to surpass general industry standards in terms of conversion and success.
3.4 Follow Up
The fault of this relationship is the long sales cycle in the courier industry. While WON Marketing is a marketing company and not responsible to close the sale, at the end of the day [ABC COMPANY] is concerned almost solely on sales. While our efforts have tremendous value towards brand awareness, brand recognition, customer retention and satisfaction to name a few, the sale process to [ABC COMPANY] is critical for the success of this marketing initiative. For this reason, WON Marketing would like to be involved as a sounding board for the sales activity and provides support in the follow-up stage of the sale process. Below are certain points that are important to identify for follow-up once a prospect has given us permission to send the material or provided their contact information.
3.4.1 CRM Software
Customer relationship management software is critical in our opinion for any business-to-business sales provider. Long gone are the days that a business is too small to have a CRM solution. For less than $50 per month, a very powerful CRM solution can be implemented with very powerful marketing capabilities. It is critical to have this link in place to support marketing and sales, especially for the transfer of certain metrics like conversion numbers. For example, instead of building our own form for a lead opt-in, we utilize the form tool in the CRM software. When someone fills this form out, the CRM software is immediately populated and e-mails are sent out based on the rules set forth. This is automatic and will notify the sales manager or business owner. Over time, leads can be tracked to determine sales cycles. [ABC COMPANY] is responsible to set up and manage the software. WON Marketing recommends Zoho as a CRM solution. WON Marketing can set this up for [ABC COMPANY] for an additional fee.
3.4.2 Email Auto-Responders
E-mail auto responders are just that, when somebody signs up on the [ABC COMPANY] e-mail list, they automatically receive an e-mail. This can include a link to other content. E-mail auto-responder sequences are set up utilizing the Jeff Walker product launch formula. WON Marketing can set this up for [ABC COMPANY] for an additional fee. WON Marketing would map and create these auto responders and load them into the ZOHO CRM software.
WON Marketing will create one standard e-mail signature that should be used on all outbound e-mails by all employees all the time. This is for consistency and branding.
3.4.4 Social Media
Because of the systems put in place by WON Marketing to monitor online reputation, such as tweetdeck or Google alerts, WON Marketing will be responsible for notifying [ABC COMPANY] about customers leaving either a complaint or positive review within 48 hours. It is the responsibility of [ABC COMPANY] to respond to these reviews in a timely manner once notified. Once the social media campaign begins building momentum, WON Marketing recommends that [ABC COMPANY] designate one employee to spend up to 15 minutes a day interacting with social media followers.
3.5 Online Reputation Management
Measuring and monitoring the online reputation of [ABC COMPANY] is critical for the long-term growth. Because the Internet is about transparency and exposure, customers now have the ability to voice their opinion in a very strong fashion. This is like a double edge sword for marketers. WON Marketing believes in full transparency and understands that there will be customers that will provide negative reviews online. However, statistics show that 85% of all reviewers provide a rating of three stars or more on a five-star scale. Similar to monitoring social media, WON Marketing will utilize TweetDeck and Google Alerts to monitor the online reputation of [ABC COMPANY]. Should negative reviews appear, WON Marketing will immediately notify [ABC COMPANY] and discuss an immediate action to combat the negative reviews. Local Marketing Source has developed a five-point system to combat negative PR online. These points are listed below.
1 Monitor OLR
2 Push Down Negative
3 Respond to Negative
4 Remove Negative
5 Publish Positive
WON Marketing will establish online credibility through the main hub which is the [ABC COMPANY] website by following standard website credibility principles, which include items such as trust, symbols on the website placed in appropriate areas, and utilize Google website Optimizer to measure the perception of credibility towards conversion. Additional credibility is earned through other online assets such as the testimonial video, online reviews, written testimonials, existing customer solutions and case studies.
3.7.1 Sales Assets
The following sales assets can be created by WON Marketing and available for [ABC COMPANY] to utilize.
Sales Presentation Video
This is a full-blown high impact video will be created for the intended target audience. As previously discussed, WON Marketing will create four videos.
Website Sales Video
eMail Marketing Swipe Files
4 Offline Campaigns
This is a section that WON Marketing is not responsible for. While WON Marketing is a marketing agency that focuses on the Internet, WON Marketing would like to be informed of and involved with all offline marketing campaigns. Offline marketing is very similar to online marketing in many ways. Offline marketing efforts can be leveraged online to support the marketing strategy of [ABC COMPANY]. The following is a basic list of topics that [ABC COMPANY] may want to consider when building the offline marketing department. [ABC COMPANY] will discover that there are many different leverage points between the two campaigns and can utilize many of the online tools and properties for off-line initiatives.