Download ALT Divorce - Digital Marketing Plan v2

Digital Marketing Strategy
For
ALT Divorce
SOAP Media Inc. - When your business absolutely has to be found online!
Introducing SOAP Media
Leading Provider of:
Integrated Digital Marketing Strategies
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Locally owned and operated
Google Certified Resources
16 Years of Experience
Local References
Marketing Lab
Industry Recognition
Industry Statistics
85% of retailers say that SEM
is the most effective form of
customer acquisition
45% of a brand’s image can be attributed
to what it says and how it says it
47% of all Internet users are
on Facebook alone
51% of time spent
using apps on
mobile digital
media
88% of marketers currently use
content marketing as part of their
marketing strategy
40% of people will abandon a web page
if it takes more than 3 seconds to load
75% of users never scroll past the first
page of search results
44% of email recipients made at least one
purchase last year based on a promotional email
55% of people watch videos online
every day
Industry Statistics
Keyword Statistics – Divorce Lawyer
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Law firms generate 68.3 million searches each month
Lawyer generates 66.3 million searches each month
Lawyer dataset (200 keyword phrases)
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There are 40 keyword phrases with the term attorney – 38.6M searches
There are 150 keyword phrases with the term lawyer – 20.8M searches
There are 14 keyword phrases with variant legal terms – 7.2M searches
In the Lawyer dataset, attorney which appears in only 40 keyword phrases, has twice the search traffic of lawyer, which
appears in 150 keyword phrases.
Digital Marketing - Expense vs Investment
Digital Marketing is an Investment, Not an Expense!
Your marketing budget, especially your digital marketing budget, should never be considered an expense.
Marketing is an investment, and the best way to keep your business growing is to invest back into it
Digital marketing channels can be monitored, analyzed and quantified.
80% of Companies Will Increase Digital Marketing Budgets
Digital Marketing Budgets Will Increase by an average of 8 Percent in 2016
Customer Challenges
Challenges experienced by our clients prior to using SOAP Media:
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Lost touch with their SEO/Digital Marketing provider
High level of Bounce Rates
Not enough leads being generated
Low conversion rates
Not enough website traffic
Lost time and efforts on social media
Solutions
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Reduce Bounce Rates
Increase Leads
Raise Conversion Rates
Mobile-friendly
Optimized
Search
Website
Engine
Design
• Increase brand recognition
• Open channel to market
• More opportunities to
convert
Optimization
Social
Search
Media
Engine
Marketing
• Increase organic search
engine traffic
• Develop keyword targeted
pages
Marketing
• Drive keyword-targeted
traffic to your site
• Delivers the lowest costs
per acquisition
Lead Acquisition Methodology
THE SOAP MEDIA METHODOLOGY:
Visitors
Blog
Social Media
Adwords
Keywords
ATTRACT strangers to your site,
CONVERT visitors into leads,
CLOSE leads into customers and then,
DELIGHT them so they become promoters
CONVERT
AT T R A C T
Strangers
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Leads
Calls to Action
Landing Pages
Forms
Contact Us
DELIGHT
CLOSE
Customers
Email
Workflows
Lead Scoring
CRM Integrations
Promoters
Social Media
Client Reviews
Newsletters
On-going Support
Attracting Targeted Traffic to your Website
Blog
Adwords
Post unique relevant content
Develop and manage profitable campaigns
Social Media
Organic Keywords
Develop and manage social
media channels
AT T R A C T
CONVERT
Visitors
Strangers
Blog
Social Media
Adwords
Keywords
Improve organic rankings with relevant
industry keywords
CLOSE
Leads
Calls to Action
Landing Pages
Forms
Contacts
DELIGHT
Customers
Email
Workflows
Lead Scoring
CRM Integrations
Promoters
Social Media
Smart Calls to Action
Email
Workflows
Converting Qualified Visitors
Calls To Action
Forms
Develop instructions to provoke
an immediate response
Gather contact information for conversion
lifts
Landing Pages
Contact Us
Develop lead pages that display
directed sales copy
AT T R A C T
CONVERT
Visitors
Strangers
Blog
Social Media
Adwords
Keywords
Provide an easy to use function for
communicating 24/7
CLOSE
Leads
Calls to Action
Landing Pages
Forms
Contact Us
DELIGHT
Customers
Email
Workflows
Lead Scoring
CRM Integrations
Promoters
Social Media
Smart Calls to Action
Email
Workflows
Close Qualified Leads
Email Campaigns
Lead Scoring
Easily and regularly communicate
with your clients and leads
Apply values to leads in order to score
them based on specific criteria
Workflow
CRM Integrations
Keep your leads on a consistent
path from inquiry to sale
AT T R A C T
CONVERT
Visitors
Strangers
Blog
Social Media
Adwords
Keywords
Automate relationships with leads by
centralizing them in one place
CLOSE
Leads
Calls to Action
Landing Pages
Forms
Contact Us
DELIGHT
Customers
Email
Workflows
Lead Scoring
CRM Integrations
Promoters
Social Media
Smart Calls to Action
Email
Workflows
Delight Happy Customers
Social Media
Newsletters
These channels are direct links
to your target market
Connect with clients and leads to drive
sales and share knowledge
Client Reviews
On-going Support
Leads will trust a review more
than a product description
AT T R A C T
CONVERT
Visitors
Strangers
Blog
Social Media
Adwords
Keywords
Update website and implement new
technologies to maintain a stable site
CLOSE
Leads
Calls to Action
Landing Pages
Forms
Contact Us
DELIGHT
Customers
Email
Workflows
Lead Scoring
CRM Integrations
Promoters
Social Media
Client Reviews
Newsletters
On-going Support
DIGITAL MARKETING ELEMENTS
Search Engine Optimization
Performing a full search engine optimization audit of your website on a regular basis is key to maintaining your web presence
and maintaining your organic search engine rankings. A list of tasks to be performed during an SEO audit of your website.
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Crawl the website, identify issues and errors.
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Review all the meta data, such as title tags, meta description tags, heading tags.
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Review all the URLs for consistency and other duplicate issues
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Review internal links and internal link structure
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Look for 301, 302 redirects and 404 errors as well as server errors
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Run checks on page speed
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Run checks on W3C compliance
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Run checks on mobile-friendly displays
DIGITAL MARKETING ELEMENTS
Search Engine Optimization Continued
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Review Google Webmaster Tools for errors, html suggestions
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Review all page content on every page
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Look at anchor text pointing to the site. Are there issues?
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Are there bad or toxic links pointing to the website?
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How often does the website get new links? Did the site used to get a lot of links but
now not so much?
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Are there over optimization issues? Too much exact match anchor text pointing to the
website?
DIGITAL MARKETING ELEMENTS
Inbound Link Management
An inbound link is a link coming from another site to your own website. Websites that receive many inbound links can be
more likely to rank higher in search engines. Basically, inbound links tell site crawlers that your website is an authority on
a certain subject -- so the more inbound links we have from high quality, high authority sites, the better our website can rank
in search engine results pages (SERPs).
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Create regular content and make it easy to share and distribute.
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Write guest blog posts
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Create Case Studies about impressive clients – they will want to link to your site and you can easily ask them to
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Create forms of visual content that others will want to share (infographics, cartoons, charts and graphs.
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Write a press release about company news
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Get interviewed (print and video)
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Partner with companies in complementary industries
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Search for and monitor mentions of your brand
DIGITAL MARKETING ELEMENTS
Social Media Marketing
Through developing your social media communications strategy, we will deliver relevant content, messages and offers to
engage your audience, expand your reach and sell. We need to remember that social media is a conversational medium,
not just a broadcast medium. Conversations are two-way, so we need to have resources in place to respond to the
comments you will receive in a timely fashion.
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Review your social media capabilities and set goals
Devise your social media strategy
Set up / update your social media accounts
Plan and create your content
Increase reach and build followers
Evaluation, tracking and optimization
Use content to build email lists/integrate with other marketing
Social Media Channels to be utilized: Facebook, Youtube, Twitter, Pinterest
DIGITAL MARKETING ELEMENTS
Adwords / PPC
Although many searchers prefer to click on the natural listings, sufficient numbers do click on the paid listings (typically around a
quarter or a third of all clicks). So with careful control, Adwords will drive quality traffic for which you get a good return. We will
develop separate Adwords campaigns for each audience group, focusing on keywords and landing page conversions.
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Paid search analytics
Segregate and analyze brand and non-brand PPC traffic
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Paid search display network
Present display ads to users that are currently on a website with content corresponding to your service.
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Paid search strategy
Maximize brand recognition using Ad Extensions and Search Retargeting
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Paid search retargeting
We will target users that have already visited your site and shown an interest in your service
DIGITAL MARKETING ELEMENTS
Facebook (Online Advertising)
One of the biggest advantages to advertising on Facebook is our ability to target specific groups of highly engaged people.
Compared to the average online reach of 38% for narrowly targeted campaigns, Facebook is 89% accurate due to it’s
demographic targeting features.
Run seasonal promotions each quarter, focused on 3 identified audience groups. With Facebook targeting options, we can focus
on our target market by location, demographics, interests (groups) and behaviors.
With Facebook Custom Audiences we can remarket to people who have visited your website already.
Facebook provides measurement tools that will allow us to monitor how many people like our page and share our content. Ads
Reporting will provide us with the necessary tools to monitor how our Facebook Ads are
performing, how many people we reached and how to fine to tune the ads to make them better.
DIGITAL MARKETING ELEMENTS
Landing Page Development
A landing page is a web page that allows you to capture a visitor's information through a lead-capture form (AKA a
conversion form). Visitors are brought to this page from a specific source, allowing us to control a targeted message
to this particular group.
Landing pages focus on converting visitors into leads. Our approach will be to develop landing pages that draw the
attention of our audience groups and converts them into leads and customers.
Audience Groupings for targeted landing pages:
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2 main audience groups (Affluent Professionals and Retirees)
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Traffic from Social Media
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Traffic from Adwords (Paid Traffic with known keywords)
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Links in communications (newsletters, etc.) for special promotions
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Video landing pages (possibly Explainer Videos)
DIGITAL MARKETING ELEMENTS
Newsletter Marketing Strategy
The primary goal of our Newsletter Marketing Strategy will be to grow our contact list. We will achieve this by making it easy for
people to sign up. This should be in conjunction with capturing email addresses off-line as well. We need to give a compelling
reason for users to sign up. To accomplish this we will customize the sign up forms to demonstrate the value of signing up.
Secondary goals include increasing customer engagement, shortening the sales cycle, increasing repeat business and lowering
your costs. These goals will be achieved by including CTA’s (Calls to Action) throughout the newsletters as well as asking direct
questions (surveys work great for this) about the service they’ve received in the past, either from us or competitors.
A common look and feel of the newsletters will be maintained to establish and grow the brand. Mailchimp or Constant Contact
are great tools to manage a newsletter marketing plan.
Regular communications should be limited to once every quarter for existing clients and for non-clients.
Newsletter content will utilize the fresh relevant articles, posts and graphics published on the sites blog.
We will utilize analytical software to track the success of each of the newsletters. A/B testing will assist
us improving our open and click through rates.
DIGITAL MARKETING ELEMENTS
Content Marketing Strategy
Google is increasingly rewarding content creators who understand the meaning of valuable content. Long-tail searches have the pot
ential to result in more high-quality traffic. We will need to work together to identify content that will resonate with our target
audience and entice them to reach out and take action.
Content Marketing
• Write, or have written by experts, various types of articles on a wide range of topics for our blog. How-to - Posts that
teach readers how to do something; these typically perform very well in organic search if they align with long-tail search
terms. Optimize content for search engines and lead generation
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Create 1 free resource each month/quarter to drive leads, subscribers and awareness (examples include ebooks,
infographics, how to guides, how to videos, etc.)
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Sharing content appropriate for specific social media channels (Facebook, Youtube, etc.)
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Use the content marketing strategy to generate content for monthly or quarterly newsletters
NEXT STEPS
Digital Marketing Strategy
Digital Marketing Cost Breakdown beginning August 1, 2016
To clarify your total costs each month, minus Elaine’s fees, I’ve listed the fees I believe you outlined in your email, please confirm these numbers are correct or
ask me to clarify anything if it’s not straight-forward.
Paid to SOAP Media monthly
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Search Engine Optimization Services
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Landing Pages, Newsletter and Content Strategies
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Social Media Management/Marketing (Facebook)
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Website Hosting and Maintenance, including updates
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Adwords/PPC Management (Google)
$600
$300
$600
$290
$300
Paid directly to Facebook and Google monthly
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Adwords (Paid directly to Google)
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Facebook (Paid directly to Facebook)
Total
----------$2,090
$500+
$300+
----------$800+