How do “you” fulfill client proposal requests for online marketing? Especially if no budget is immediately established? My preference is to deliver a comprehensive, highly customized, written proposal and presentation, based upon market research, in conjunction with an analysis of the client’s past and current marketing. Of course this is a lot of work. And I charge for it.
There are numerous advantages to this: not least is the opportunity for the client and myself to gain some awareness of how we operate. But more importantly, the process results in a very workable and actionable program that has a great degree of success. Furthermore, as a result of the ongoing communication throughout the process we are usually able to flesh out some budgetary parameters (if they were not already clearly established).
Unfortunately, not all clients are inclined to invest funds for something that will not show an immediate return on investment (research/planning).
So, what to present?
Since I offer free, 30 minute phone consultations, I’m usually able to gain enough information to establish a very fundamental outline, based upon our meeting.
Following is one I proffered this week.
TWO PRONG SEARCH MARKETING ATTACK
I) PAID ADVERTISING
Develop/Test short-term lead generation strategies, in conjunction with existing sales/marketing team.
II) NATURAL SEARCH MARKETING
Develop long-term Search Engine Optimization strategy to raise company profile in the search engines to deliver more prospects and customers for lower cost.
1) BASIC RESEARCH to establish:
a) The specific market(s) that will buy
b) The marketing “hot buttons” for the product/service
c) Market positioning for the product/service
d) Keyword competitive analysis
2) KEYWORD RESEARCH to establish:
a) Core keywords for the industry
b) Popular keywords related to the products/services
c) Relevant but less popular keywords
3) PUBLIC RELATIONS:
a) Create/announce newsworthy events
b) Establish publicity activities
c) Integrate video opportunities
d) Determine unique industry research that can be developed and promoted
e) Press Release strategy
4) ESTABLISH PAID ADVERTISING STRATEGY (based upon keyword research):
c) Test campaigns
5) ESTABLISH SEO STRATEGY (based upon keyword research):
a) Content development (articles, videos, interviews, research, etc).
b) On-Page SEO
c) Off-Page SEO
d) Social Media
e) PR (see 3 above)
6) DIRECT MAIL:
a) Establish targeted campaign(s) based on research above
b) Integrate with online activities
c) Test campaigns