Content Marketing certification project for Instant E Training, 2013

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Instant Social Solutions

Team 3: Patrick DodgeRiyaz Shaikh

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Who We Are…

aspirations of their customers.

Instant Social Solutions is about affinity and connectivity, linking the passion that drives business owners to the

Our clients: SMB’s1. Great at building relationships. 2. Hungry for growth!

Instant Social Solutions | social media | search engine marketing | SEO | online marketing

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Business & Content Objectives Business Objective: our content will generate 60 qualified leads a month, out of which our sales team is expected to close 10 new clients. Our efforts should meet these standards by our tenth month of steady content production and distribution.

Content Objective: ISS will educate and inspire SMB’s on winning customers using integrated, or “drip” marketing tactics. Focus on actionable tips on connect with customers in new ways.

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Competitive Summary

Aim Clear is most formidable with a bounce rate of 19.5% and 9.5 page views per user (last three months). Average time on site was 10:57.

Likeable and Social Katy both had higher bounce rates (49%+), fewer pageviews (less than 2), and average of 2 minutes per user on site.

Each one leverages social and search signals effectively. Top sites linking in include Google, LinkedIn, Facebook, Twitter, hostgator, seomoz.

They all over-index with young adults age 25-34 years old, college educated, no kids, browsing from work. They are not as strong in other age groups.

Greatest opportunity for ISS is in persona targeting.

Middle managers and CEO’s are underserved.

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Unique Selling Point: No Secret Sauce!There are lots of agencies that specialize in “smoke and mirrors” marketing, where only the most hyper-connected people understand what they do. Not us. We believe no strategy works unless your whole team buys in.

Everyone on your team will understand what the strategy is and what the desired result will be.

We save the digi-babblefor our lunch room,

where we eat burgers

…with no secret sauce.

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Who Needs Us? Personas: Debra, CEO

Mark, Sales & Marketing Manager Jeff, Account Executive

Pain: Debra – profits are slowing. Expenses increasing Mark – Needs more revenue from sales team. Jeff – Commission suffering.

Goals: Debra – build value in the company. Mark – increase revenue. Earn $$$. Jeff – Earn $$$. Keep Mark off his back!

Brand Objectives: ISS will create an inbound strategy that streamlines sales efforts through content, improves lead quality and scoring through marketing automation, and establish new relationships with the buying public through social channels. The results will bring fatter paychecks to the sales staff, greater revenue streams for management, and a stronger balance sheet for the company.

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What Do They Want to Know? Evergreen Content Title Content Type Keywords Competitive SourceHow do I market my business online? blog post/infographic marketing business online High Google Searchhow to get customers through social media blog post/white paper online High Google Searchwhat is the best small business marketing ideas blog/video/white paper small business, marketing Med

You Tube

small business owners online marketing frustrations blog post/video

small business internet marketing High

Google Discussions

close more sales using online marketing blog/info/video online marketing Med You Tube

SeasonalTitle Content Type Keywords Competitive Sourcemarketing during the holiday season

how do I market my business at christmas blog/infographic market, business LowGoogle Discussions

holiday online marketing strategies blog/info/video online marketing, MedGoogle Discussions

small business summer tips blo/infographic small business Med You Tube

Just-In timeTitle Content Type Keywords Competitive Sourcehas hurricane (name?) hurt your business? blog/video Business Low Google small business hurricane planning blog/info/white paper small business Low Yahoo Answers

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When Should We Answer?

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SEO Strategy

SeLong-tail queries about ways to connect with customers online.

URL: InstantSocialSolutions.com

Breadcrumbs: Search Engine Optimization, Advertising on Social Media

Heading: How you can build an site traffic using social media.

Meta-Tag: How small businesses build an audience using social media.

Site nav links: text, navigation buttons

Vertical page interlinks (breadcrumbs)Horizontal (embedded text links)

Title Description: How small businesses can build an audience using social media.

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Content Creation & Distribution CEO & Sales Managers

Blog posts

Email

White papers

Research and reports

Webinars – Brown Bag Wednesdays

“Authoritative, but approachable”

Keywords: “small business” “leads”

http://instantsocialsolutions.wordpress.com/2013/07/24/how-do-i-get-more-quality-leads-for-my-small-business/

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Content Creation - Graphics

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Sales & Support Staff

Blog posts

Video

Memes

Infographics

Podcasts

Content Creation & Distribution

“fun, slightly irreverent”

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Content Analytics

So as mentioned in the previous slides we will be creating and distributing various content targeting the personas. In this and the slides to follow we will analyze the effects of this distribution and decide call to action upon content being discovered or not being discovered.

• We used different medium to market our content.

Emailer: Send content via emailer using a third party analytic tool (ReadNotify.com)

Twitter: Use Bitly Links for analysis LinkedIn: Spread content via LinkedIn features like presentation,

images and Videos and use LinkedIn’s inbuilt Analytic tool Facebook Fans: Announce new content to encourage shares and

Likes and use Face book's insight app for analytics Google Analytics: After content distribution, all in bound traffic can

be monitored using Google analytics

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Analytics Dash Board -1

Website

Blog Post /Landing Page Google Analytics**

Call to Action

Email Follow ups Cost per clicks

Content Distribution

Email Analytics Social Media

Analytics

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Analytics Dash Board - 2Email Analytics Data

Twitter Analytics

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Analytics Dash Board -3Facebook Analytics

LinkedIn Analytics

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Analytics Dash Board -4

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Analytics Dash Board -5

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Call to ActionDifferent Types of Call to Action Include :

If goal has been met on Google Analytics, then qualify the lead and pass it on to the sales team.

Emailer’s should be monitored for link clicks on real time basis. If a link has been clicked, then a follow up email action is necessary to start the lead qualification process

On the website if a particular blog post has been commented on or downloaded (template etc.), it should immediately be followed up with a comment action or a phone call

Social Media should be acted upon for tweets, new connections on LinkedIn and share acknowledgement on face book.

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Presentation by Patrick Dodge & Riyaz Shaikh (Team 3)

Questions??