Paid Advertising Channel.
Let's now check the status of paid search.
Here are some facts.
More than half, of the trillions of searches in 2016, run on mobile devices, so it makes
sense to shift the marketing actions towards mobile.
Remember, not everybody in the niche, will be ready for the mobile shift.
Google is pushing for the change, and they have released the so-called,
'Responsive Mobile Display Ads'.
They now support the Native Google Ad Inventory, introduced the Expanded Text Ads,
sitelinks, etc.
All advertisements pass through a quality check, thus all search marketers need to optimize
their ad copies, to meet the quality criteria.
Ad optimization entails also rationalizing the spending, so the budget suffices for the
entire duration of the campaign.
Another thing is, that Google decided to trim the right sidebar ads.
If you recall, depending on the search query and the niche, they could show up to 10 ads
on the right sidebar.
For months now the feature is gone.
There only three ads, showing on top of the organic results, while in the finance niche,
we can see up to four.
Imagine how fierce is the competition with more than 8-10 spots gone.
It means higher bids, more revenue for Google, less to none placements.
The ad marketers struggle, to make their clients stand out.
Regarding the quality criteria of the page content, I will briefly say that the target
landing page, must offer the best content optimized for mobile devices.
This way, they can get more conversions out of their paid advertising.
Paid Traffic.
I have prepared a chart, so you can see that most of the traffic is coming from the US,
which is also a point of concern for a startup like this one, that is based abroad.
They should have also placed some campaigns in their country; it is surprising that they
have not.
Still, their paid traffic chart, shows that it is growing, but if you take the actual
numbers, they are getting no significant traffic.
Bottom line, their paid advertising efforts are inefficient.
Paid Traffic Spending.
Next screen shows the evolution of spending, so again here, we see it growing MoM,
but not much, with an event happening in October (note the gap).
Either they have exhausted their budget, or stopped for some reason the paid campaign.
To sum it up, I would suggest them to prepare ad copies with the best messaging, optimize
their bidding, monitor the status of competition, and show resilience for optimum performance,
to avoid incidents like the one in October.
Organic Traffic.
About the organic search, or Search Engine Optimization, my understanding is, that it
can be way cheaper than paid search, but over-deliver compared to its cost.
So Search Engine Optimization is cost-efficient, an affordable marketing action, that requires
more time to deliver results, but can exceed in efficiency all other online channels, and
can be evergreen.
In this chart, you can see Search Engine Optimization represented with the blue line, and paid search
with the orange one.
It is a good way to spot any issues for both search channels.
I see a problem with organic search.
We have gone through the paid channel in the previous sections, so here we see the organic
search trending flat, Month-over-Month, during the two years 2015-16, but starting from July,
we see a significant and suspicious drop.
The drop is an indication of some website issue.
It can be technical or content-related.
Now at the bottom of the chart, you see a series of colored G's.
With the G letter, we have each Google update placed in time.
So, four G's, densely happening one after the other, and with every Google refresh,
the site reacts either increasing, or dropping its traffic.
The fluctuation is not big, but it is indicative that is impacting the website.
If you add, that the decline started after the Google update in May, we can assume that
a Google penalty has probably hit the site, and it needs investigation and fixing.
Search Engine Optimization values
We can see some quality Search Engine Optimization values, and check how the competition is trending.
With orange is the audited website, and following its competitors.
The competition number one, has a domain authority of 76, and that tells us that we are looking
at a very strong domain.
This domain and the one before the last, show very high authority, and will be strong competitors
to outrank in search.
There is another group around 30 to 50, with the website I audit sitting between them,
showing a value of 34.
Their values are satisfactory, as it is a relatively new domain, and I do not see any
issues for the time.
Technical Checks.
To summarize how they can start with Search Engine Optimization, here is a table, showing
some initial actions to optimize the website.
They can start with a technical audit like this one, to make sure they have a solid foundation
for growth.
Addressing indexation concerns, response errors, duplicate content, website speed, and other
stuff, it will take two to four weeks.
Content Marketing.
I intentionally left the content marketing for the end, as I consider it an essential
step, towards populating the business message, and driving leads.
Content marketing belongs to the top of the funnel activities, so not all referrals can
be measured.
Besides that, it is 100% necessary to run content marketing campaigns.
I understand that a business needs to present some data, to justify the spending both internally,
and to its shareholders.
So measuring the content marketing can be done via inserting tracking pixels, into the
content grouped by campaign, attributing the referrals to each marketing action, monitoring
the content shares, etc.
When the start-up looks into building a content marketing campaign, we need a high-level view
of the channels involved, and what will be the impact on the other channels, not used
by a particular campaign.
If they run for example a YouTube campaign, they need to know that channels like the direct,
the organic, and maybe the paid search will benefit from it.
But they will not be able to measure, the campaign attribution to those channels, because
its impact develops in time, and visitors may come later to the business website, when
the cookie duration is over.
That is why, I classify content marketing, into the top of the funnel activities.
Now to plan an online campaign, I will reiterate, that it all starts with understanding the
customers, segmenting them to shaping a customized approach, taking into account the insights
of the market, and then offering them content, in different formats and platforms.
They may want to write a press release, record a video, prepare a podcast, or organize a
webinar.
Those are four types of content, that can be on the same topic, but take a different
format and publishing platform.
Remember that with each content piece, they are looking to offer a solution, or provide
new knowledge, or fulfill a need.
If they prepare content just for the sake of marketing, it will be inefficient.
If the message sounds too promotional, their content will not differ, from the related
industry news.
The startup needs to stand out from the crowd, to succeed and to keep the readers/viewers
engaged, with the business message and the new brand.
Their content might also need localization into other languages, so they will need a
separate budget, for the translations.
Common content types are blog posts, press releases, videos, infographics, data maps
and visualizations, calculators, social network postings, photos, polls, contests, educational,
or technical documents, etc.
The active content can be published on their properties, their website, or external properties
controlled by them, or distributed to other platforms by them, or third parties.
The intent is as said earlier, to make their content readers interact with it, either by
doing an action they expect from them.
For example fill in a form, call the company number, visit the location, or share the content
with their peers.
If they take content marketing as a valuable tool, to outreach and amplify their efforts,
they will find the best way to do it.
Content is the best way to stay in touch with their customers, without contacting them directly.
Measuring Content Engagement.
Let's see how they are doing on social networks, and their audience engagement.
In the table we find the second column the client website, and the other three on the
right its competitors.
Regarding the tweets, there maybe an issue with the data, looking at Facebook likes the
biggest competitor shows 11K.
The same happens with its other metrics.
There is no coincidence, that this opponent is showing so strong, all over our data.
The competitor is again strong in social marketing.
That is also an opportunity for the start-up, to copy the best practices, and grow in areas
where the other competitors show weak values.
Social Media Marketing.
In the social media channels, there is enough posting from the competition.
Some are working with Facebook posts, offering relevant content to their solutions, one is
publishing an article, about how they succeeded in ranking number one on the App Store.
Social Media Efficiency.
Besides the content that the start-up uploads on the website, explaining their services,
it also makes sense, to reach the customers in other places with targeted content.
Do they do that?
If we look at their social media postings, we find no engagement, nor followers.
I have researched their social accounts, and it seems that they are not maintained.
Their Twitter account date since 2011, has only 59 tweets and a few followers.
On Facebook, they have only one post, and their Linkedin business account, offers no
updates.
There is no need to talk about targeted content here, so what is the point of having accounts
on social networks?
Video Marketing.
I would like to elaborate about the last channel in the marketing plan.
I firmly believe in the power of video marketing, and YouTube offers a great resource, to do
something great.
They could run a True-View, YouTube campaign, and get a lot of views, completed views, and
clicks with relatively low costs.
About the content they can offer, it could be a promotional video, or a how-to video,
informing on how to use more efficiently their paid service, and get maximum results out
of it.
Measuring the marketing plan performance.
Now we need to talk briefly about the tracking, and the analytics.
It is essential to track what we are doing, and how we spend our budget.
Primary intervals to measure the growth can be: MoM, and YoY.
Essential metrics are: 1. Customer Acquisition
2. Customer Retention 3. Interactive Visits
4. Registrations to the free-trial 5. Registrations to Paid Accounts
6. Cost per Registration (CPR)
More KPIs to add.
7. Bounce Rate, 8. Page Views, 9. Device Types, 10. Referrals, and others.
We measure the KPIs with the Last-click, or Last-touch methodology.
We can have Google analytics as the analytics package, it is a good option, and offers a
free version.
So we can set up targets and goals, to monitor all conversions.
We should also connect Google Analytics, with our paid campaigns running in Google Adwords.
More opportunities we can find, if we connect Google webmaster console, to Google Analytics.
Marketing Budget.
And finally, it all comes down to how much money we need, so speaking of the budget in
2017, a right mix will provide them the results they need, for a start-up business.
A comprehensive marketing approach, will elevate their lead generation, and will introduce
the company to its audiences.
Here is briefly some methods they can try and measure how successful they are:
1. Mobile Marketing
2. Affiliate Marketing
3. Paid Advertising (SEA)
4. Search Engine Optimization (SEO)
5. Retargeting
6. Landing Page Optimization
7. Social Media Advertising
8. YouTube Marketing
Marketing Roadmap.
There are ideas, but the channels referenced here will suffice.
We need to build a roadmap, and a content calendar, to help execute the marketing plan.
So we start with an audience research in the first month, and then next month we optimize
the landing pages, and within 60 days we can launch our marketing campaigns.
Within the first 90 days, the proposed roadmap will start delivering leads.
And here are the costs of this marketing plan for our Start-up.
Since they are planning to spend 200K a year, it is 50K per quarter.
I take five main channels and work with them.
So we are looking for 120K to spend in Paid Search, with 14K new customers, and a $8.57
Cost per Registration (first conversion).
Then we have organic search, expected to deliver more customers with less spending, and so
on.
Expected Growth
The final screen shows the expectations from this marketing plan, to build the business
case for approval by the management.
So we project a 200K spending for 12 months, with a conversion rate of 1.7%.
We can expect that we get 47K registrations to the free-trial, and around 800 paid accounts.
Calculating with an average of 49 dollars per month, for a paid account, we have 39K
gross revenue per month.
That is 470K per year, so the marketing plan will probably justify the spending, for the
first year.
This way they could start on the right foot, when they hit the market with their service.
I hope you liked the plan, and let me know your questions in the comments.
If you like my video, please subscribe to my channel.
Take care
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