strategy document - artemis marketing · marketing strategy document official social media strategy...

DOCUMENTSTRATEGY

ONLINE STRATEGYGUID

E TO

SITE CODE / CONTENT ANALYSIS, COMPETITOR REVIEW, LINK BUILDING, CONTENT PRODUCTION AND OUR UNIQUE REPORTING SYSTEM

ARTEMIS MARKETING

The instituteof directand digitalmarketing

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STRATEGY DOCUMENT

Strategy for SuccessBelow you’ll find a simple overview of the approach we’ll be taking to give your website the best promotion possible. We appreciate that not everyone is a ‘techie’ so we’ve described our service for you with as little jargon as possible.

Please feel free to discuss any aspects that require clarification, or indeed if you’d like a more technical explanation then please let us know, as we’d be only too happy to expand on any of the finer details.

Accreditations & Awards

We are proud to be an official Google Partner firm, and have Google ecommerce Analytics Qualifications as well. These accreditations demonstrate the very high level of technical understanding that we apply to online marketing and our knowledge in sculpting customer behaviour to ensure maximum conversions of enquiries or sales - which has been formally examined and accredited by Google, allowing us to use these official logos.

We are also members of the Institute of Direct and Digital Marketing - the UK’s only government-approved institute for the professional development of direct and digital marketers.

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Phase1: Manual Website Technical Review - Month 1

We’ll start off by manually reviewing the technical side of your site, whilst at the same time considering how your visitors will actually interact with it. This dual perspective results in a well-balanced recommendation on how your site should best be structured to achieve optimal Search Engine effectiveness.

We will review the general website usability and raise any points of concern regarding the current backlink profile. Through all of this, we’ll aim to create a website for your business that is the most likely to achieve a conversion - from visitor to enquiry / sale.

The manual report that we produce through this process is almost entirely unique to Artemis, as 99% of companies simply don’t have the technical skills to do this - and rely on automated software that is not able to achieve the same depth of information.

Also, unlike many other companies in our industry, we log every piece of work we have actually carried out for you – which you can see within our secure client-tracking portal and detailed monthly reports.

In fact, this approach is so different that we now have many clients who were previously spending thousands of pounds each month elsewhere tell us they had significantly less transparency!

PHASE ONE


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STRATEGY DOCUMENT

PHASE TWO


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The level of detail we provide clients with really does set us apart, but crucially for you personally; it also helps you understand why we are doing what we do each month, allowing us to develop high levels of trust and clarity in our working relationship.

To see an example report, simply click here.Downloads Password: artemis

As our potential customer, we know you’ll probably want to see what existing clients think about our service.

To see their latest comments, please click here.

- Understand the total business objectives and the associated objectives of the website

- Detailed keyword analysis

- Identify current content that needs updating, and new content that needs to be generated

- Identify on-page optimisation required

- Review competitor’s websites and backlinks

- Identify industry blogs and websites for targetedlinking opportunities

- Create on-page SEO plan and link building strategy

During the strategic review phase, we complete a thorough analysis of your business and its online competitors. There are many elements to this process, but the basics are outlined here:

Phase2: Strategic & Competitor Review - Month 1

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http://www.artemisinternetmarketing.com/downloads

COMPETITOR RESEARCH & ANALYSIS


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The data we can obtain on your competitor’s websites is extremely valuable for the report as it shows the actual keywords that they are targeting to attract visitors - which can not only shortcut some of the research time, but also highlight the opportunies needed to rank well in search engines. The terms you rank for obviously drive the types of client that will be visiting your website.

The image above is taken from a competitor research report that we recently conducted for a logistics client. We looked at the largest competitor in the industry for this client and studied what made them successful from an online perspective.

Competitor Research & Analysis

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Social Media Strategy

We will also discuss whether your business should be taking advantage of the opportunities offered by social media platforms such as Facebook, Twitter, LinkedIn, Google+ and Pinterest.

With our guidance, or sometimes with us fully running everything, many of our clients use these tools very successfully. However, social media is not for everyone. Depending on your industry and the target audience, we may advise that the budget would be best allocated elsewhere – as there may simply not be enough time to conduct this approach effectively at this stage.

Phase3: Implementation of Website Changes - Month 2

During the third phase of the campaign we ensure the website is properly set up from an optimisation point of view. This means we’ll be making adjustments to the pages that we have flagged up as having issues during our initial reporting - as it’s vital to have these in place before we can begin proactive link building.

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Social Media Strategy

Phase3: Implementation of Website Changes - Month 2

Phase4: Link Building & Ongoing Content Creation - Month 2

Poor link building and acquiring bad links can adversely affect a website in search results very quickly – yet unfortunately it can take a long time to recover, so we treat this phase as the most important of all. We’ve seen this all too often with our competitors, resulting in many customers subsequently transferring to us.

To ensure you don’t suffer that fate, we take a very safe and measured approach to your link-building strategy. In order to provide you the best results with minimised risk, we have to ensure your links are created from a very wide variety of places, such as:

- Industry, general, and business directories - Related websites and blogs- Web 2.0 websites and blogs- Rich media websites- Q&A websites- Industry websites and blogs - Press release websites- Social media websites- Company profiles

There are other options for further link building, which we look at depending on your requirement, but we never entertain underhand spam tactics - such as blog commenting or forum spamming. Our link building ethos is “diversity, diversity, diversity” not just in where we source the links from, but how we source them; how the links are displayed and the variation in the link text used for each link.

This is such an important part of our whole campaign - and also the most complex / time consuming. It requires a skilled approach to be done well, and ultimately, a good link building campaign can reap rewards for your company over many years. We’re interested in your long term success, and we focus our efforts on making that achievable through your website.

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All of our work is conducted in-house by our own staff - combining many years’ experience, with degree educated writers producing great quality, engaging content - which is exactly what Google continuously strives to deliver in its search results.

Phase5: Google Local Maps / Places Optimisation - Month 2

As Google becomes ever cleverer at determining exactly what a searcher is looking for, it’s been rolling out its Google Places or Map listings across different industries and geographic locations.

If you’re a business where people will search for your product or service with a geographic location i.e. “solicitor Horsham” then having a well optimised Google Places listing is vital to making sure you get found. Even if you’re not offering a service like this, and you are more of an ecommerce business, it’s still really important for credibility to have a Places listing with a verified address - as this all helps reinforce your brand in the eyes of Google across their many indexing technologies.

We will analyse your current Places listing, or create one if needs be, and then using some very clever software - find out exactly what your local competitors have been doing to get their Places listings ranking successfully. Then, using what’s known as ‘citations’ or ‘mentions’ we can replicate this approach and push your own listing to the top.

When all of this is combined with a well optimised organic listing, we can realistically get to the stage where you actually start to show up twice for various searches on the front page, giving you two chances of a click through... and your competitors one less chance.

Phase5: Google Local Maps / Places Optimisation - Month 2

We provide all clients with a log in to the secure client tracking area of our website - so you can view your current keyword rankings and searches from Google and other search engines. It tracks your backlink profile, shows you the links we have been building and the articles / guest blog posts we’ve written.

We benchmark your key ranking movements since you first became our client, so you can easily see the positive changes in your rankings. With our concise graph reporting, you don’t have to be a technical genius to understand the progress we’re making.

REPORTING & TRACKING

It also pulls the key data that’s important from Google Analytics - such as number of visitors, keywords used and your social reach - if you are utilising platforms like Facebook, Twitter, YouTube, Google+ or LinkedIn.

This tracking area is a great time saver and has proven extremely popular with our busy clients. The main benefit here, we understand from feedback, is that it provides all of the key metrics you need in one place, without being overwhelmed with data - which is a common complaint of the full blown Google Analytics reports. Instead, this gives an ‘at a glance’ overview of what’s happening right across the board.


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Once a month you will also receive a detailed timesheet with a complete breakdown of all the work we have carried out on your behalf. Our clients really appreciate the transparency that this brings to the relationship, whilst also helping to develop their understanding of online marketing.

TIME TRACKING SYSTEM


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Time Tracking System

www.ArtemisInternetMarketing.com© Artemis 2015

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