If you decide to go with the market package and the website I will be able to use the content & branding guide from them to make the brochure at no additional charge. The rest of this proposal will primarily focus on digital marketing.
General Site/SEO Check Ups and Adjustments (129.00) - After diving into SEMrush the industry is not extremely competitive. I've attached a few reports of some competitors. With a decent resource center and PPC strategy I am confident we can have some immediate impact after the new site is launched.
Google/Bing Search & Display (329.00) - We can run Pay Per Click campaigns on keywords that you want to start ranking for but aren't currently (e.g. hotel renovation companies). Your ad shows as a top search result and you pay per click. The terms and concept you may be familiar with. What is not as common is the SKAG strategy (Single Keyword Ad Groups). More information on this below.
SEO (449.00) - This is done through content, title tags, meta-descriptions, etc.. In short, it's structuring and building out a website that Google deems valuable to the visitor. Many of the times this comes from good, keyword focused, content. I like to call Google an "information fetcher", so we want them to present our content and information first.
Brochure - Designing a Brochure is Included
This section will provide a solution to generating and converting web traffic.
We can run Pay Per Click campaigns on less competitive keywords. For example, we wouldn't want to bid on "General contractor", because it's highly competitive. However, "Exterior Hotel Renovation" has over 50 searches per month, but no one bidding on the keyword (this one term brings schoenfelderrenovations.com 4% of their total traffic). We can make your ad show as a top search result and you pay per click for services you want to put a little push behind. I can cross reference what we would like to promote and what keywords are workable. We can do 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 "Hotel Exterior Contractors in Las Vegas" the ad will say exactly that. The idea is to have dynamic keyword insertion for what the visitor is interested in, a one to one relationship between a search term and the ad presented. We can do this with 100s, sometimes 1000s, of keywords.
This strategy targets specific people with personalized messages. Whether it be email addresses, phone numbers, or even user IDs, we can pull a list of contacts from your CRM or wherever your customer data is stored, upload it, and target people with ads that are relevant to where they are within your funnel. We can also run lead gen on LinkedIn. LinkedIn advertising does get pricey, but you can target decision makers by using LinkedIn's algorithms to market by profession, title, etc. I don't recommend LinkedIn all too often, but do think we'd have a play here.
We can target on Google's Display Network (Much cheaper than LinkedIn). We will target people who have taken action on the site. This is done through cookies. You have probably seen Google Display Ads when on a resourceful website (e.g. Business Insider). On the sides of articles you may see an ad for something you were on the other day, this is the display network.
I like to breakout display campaigns according to where the visitor is at in your funnel. Many of times their actions can tell you where they are in the funnel. Here is an example
1.) Someone was on your site for less than 5 minutes
2.) Someone was on your site for more than 5 minutes
3.) Someone filled out a form, but never answered the phone.
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It's been a pleasure working on this. I am excited to hear your thoughts. Thank you again, Melissa!