November 13, 2020

Hey again, round 2. Thank you for letting me put this together. I'm going to suggest SEO work and content building, a Google and Bing search campaign (SKAG Strategy), and a re-targeting campaign through the Google Display Network and YouTube.

Start Proposal Review
Goals & objectives

As we build SEO, content, and the new site structure we'd like to make an immediate impact through paid search and display advertising (While we simultaneously work on organic strategies).

The General Strategy Layout

Digital Marketing Avenues

  • General Site/SEO Check Ups and Adjustments (Included in site costs) - After diving into SEMrush your technical SEO is at 81/100.  We have fixed the meta tags, text-HTML ratios, unminified code, and a few other fundamental SEO components.
  • Outsource/Develop Content - 4 blogs/month, SEO strategy, and reporting. We can also work on video or audio content. I'd be happy to start working with your in-house person to collect this content. I would not record the videos/podcasts but can consult on effective ways to produce, and I'd build out an RSS feed to easily update the site (which we would do on our end). We can also produce the blogs on sites like Medium for back-links.
  • Google & Bing Advertising Launch  - We can run Pay Per Click campaigns on keywords that you want to start ranking for but aren't currently. Your ad shows as a top search result and you pay per click. The terms and concept you are familiar with. What is not as common is the SKAG strategy (Single Keyword Ad Groups). More information on this below.
  • Re-targeting - This can be done on Google and Social Media, but I'd suggest starting with Google. We will target people who have taken action on your site. I'll log into your Google account and we can use the same tag. So if someone went to the old site we can re-target them to the new one.
Part II - The Solution
The Solution

This section will provide a solution to generating and converting web traffic. We'll cover search, social, and re-targeting.

Search Strategy

We can run Pay Per Click campaigns on a narrower scope of keywords. For example, "Ant removal for my backyard". There are only an estimated 10 searches per month. Many competitors will look over it. If you have 20 of these phrases that are sent to the site (to their corresponding CMS page) it can provide 200 valuable searches per month. My primary focus is the right traffic over a lot of traffic. You just waste money faster if you get a lot of the wrong traffic, not fun. We can avoid this with a SKAG strategy (Single Keyword Ad Groups). SKAGS are ad groups designed with a one-to-one relationship between the root keyword and the ad. For example, let's say you search "Commercial Pigeon Pest Control" the ad will say exactly that (or using natural language). The idea is to have dynamic keyword insertion for what the visitor is interested in and send them to a specific landing page. We can do this with 100s, sometimes 1000s, of keywords.

Social Strategy

I would (almost exclusively) recommend Facebook and Insta campaigns for lead generation of new customers. As we discussed, I think the solar services may be a good introduction to social media. This would be good to incorporate in month 2 after the additional service section is completed. Facebook lead generation ads are designed to deliver a lead directly to our database. Facebook pre-populates the lead form with users information they already have. Because the ad does most of the work of filling in the data, users are more likely to complete the form. We can also use email addresses or phone numbers to pull a list of contacts and upload them directly to Facebook. Facebook takes the emails and numbers and matches them with Facebook profiles. We then target people with personalized ads that are relevant to where they are within the funnel. We can also use this list to run lead gen forms. I would not look to social for brand new traffic to the site, but using it for instant lead forms and potentially as a re-targeting strategy/custom audience strategy through already acquired traffic/emails. I would recommended launching this in month 2

Re-targeting Strategy

We can re-target on both Social & Google's Display Network. We will target people who have taken action on the site previously through social, back-links, search engines, or other mediums. I like to breakout display & re-targeting campaigns according to where the visitor is at in your funnel. We will also break them down by pest so we can optimize the windows of re-targeting for each target. This will also allow us to use relatable numbers, text, and images to cater to the user. Keep in mind that these are re-targeting ads so these visitors have already browsed the site. We will know what segment, range, and more by their first interaction with the site. We will know their need by the URL they visited prior and we'll know their level involvement by their behavior on the site.

Many of times basic user interactions can tell you where they are in the funnel so you can advertise accordingly (here's the example we discussed).

1.) Someone was on your site for less than 5 minutes (offer a coupon via email)

2.) Someone was on your site for more than 5 minutes (offer the dynamic CMS page as a re-target)

3.) Someone filled out a form, but never followed up (call prospect)

Investment overview
SEO and Search Advertising (Google & Bing)
Re-targeting/Display Network
Targeting & Competitive Research
Tags, Analytics, and Pixel Integrations For Detailed Tracking
Collateral (Iconography, Stock, Video, Etc.)
Estimated Completion Date
January 1, 2021
Download Detailed Timeline
time for action

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Thank you again, Tim. I think we have an awesome looking site and I'm excited to start pulling levers to drive qualified traffic.