Digital Strategy Consultant
Your 4 Step Marketing
Blueprint to transform
your business in the
next 3, 6 or 12 months
Book your follow up Strategy
Planning Session with me.
www.kickmedia.com.au/book
OVERVIEW
ALL POSSIBLE STRATEGIES Digital Strategy Consultant
KNOWING WHERE TO START BEGINS
WITH KNOWING WHAT IS POSSIBLE
Below is an overview that illustrates all possible marketing channels all attributing into
one omnipresent marketing plan. The long-term goal of any company is to eventually
implement some or most of the strategy elements below. The short-term goal is
planning where to start and when to add new layers to the marketing mix.
At the heart of this plan is ROI Tracking which requires implementing the foundations
that allow us to track the path to purchase from all channels.
We then break this down into actionable steps which fall into 4 categories, Target,
Convert, Nurture, Streamline. All future marketing meetings are then focused on
each stage so we can continually improve and fine tune performance with a clear
(OPA) Outcome, Purpose and Actionable plan.
OVERVIEW
ALL POSSIBLE STRATEGIES Digital Strategy Consultant
Any marketing plan needs to be actionable, and this comes from
segmenting marketing activities based on purpose and outcome with
a clear plan for each. Some activities overlap each stage but is then
analyzed with a different purpose in mind to improve how we target,
convert, nurture or streamline.
TARGET
NEW PROSPECTS
➢ Local SEO & Organic SEO
➢ Google, Instagram, Facebook, TikTok, YouTube ads
➢ LinkedIn Outreach And Strategic Partnerships
➢ Cold Email Automation
CONVERT
PROSPECTS INTO LEADS
➢ Lead Hook Offers & Lead Magnets
➢ CRO and Sales Pages
➢ Retargeting & Remarketing
➢ Reputation Management
NURTURE
LEADS INTO CUSTOMERS
➢ Email & SMS Marketing
➢ Blogs, Social Posts, Emails
➢ Education Videos & Materials
➢ Omnipresent Branding
STREAMLINE
YOUR BUSINESS OPERATIONS
➢ CRM and Sales Automation
➢ Process and Client Management
➢ Internal Alerts and Notifications
➢ Source Revenue and Attribution Tracking
TARGET
NEW PROSPECTS Digital Strategy Consultant
Google Ads Success
Identify keywords which represent either Service Intent or Research Intent. We
want to void research intent and focus on buy now motivated audiences. Strategy
and budget allocation is designed around the total available search volume of
motivated buyers which in some industries can be limited. Pull Ad Channels if
targeted and within affordable cost per click levels will always outperformance Push
Ad Channels like Social Media ad platforms or general Display Ads. Once we hit
saturation, implementing a push advertising or organic strategy is required. If
search demand is at viable levels and converting well, it may also be worth investing
into SEO or Local SEO.
For existing Google Ads accounts we will conduct an account audit to identify
optimisation opportunities to maximise performance. Regular EEV (Expand,
Exclude, Verify) is the weekly activity required to ensure maximum performance.
Ensure correct and enough tracking is in place and check GA4 latest analytics is
installed correctly. We can setup a marketing platform that tracks every call,
webform enquiry with each contact entering into an instant response conversion and
nurture funnel of Emails and SMS. The system will cut off at the point where a lead
turns into a booked appointment or sale and we use this CRM activity to push API
back to Google Ads to continue machine learning the best audiences to target.
TARGET
NEW PROSPECTS Digital Strategy Consultant
Facebook and Instagram Ads Success
Using instant form ads is the fastest method to begin generating leads without the need
to build complex funnels and wait months for the Facebook pixel to learn. We also
qualify leads with conditional logic questions to ensure lead quality is motivated with
high buyer intention.
We can call out the audience, the problem and solution as a teaser with either a native
ad campaign, video campaign or graphic image that captures attention and stops the
right audience from scrolling past. We will split test content with a story, problem and
solution scenarios, and a teaser-based approach focused around a single download call
to action. Alternatively we present clear value proposition with an irresistible FOMO
offer to claim or teaser information that requires booking a call so as not to miss out on
something.
We can also develop a few different PDF download whitepapers as lead magnets and
another split test as a lead hook approach which focuses on a book now approach as
opposed to a get more information approach. We will develop a concept around the
name of the problem and solution to add perceived value or a micro topic download
approach aimed at building the database. (5 Early Warning Indicators to know… etc)
We can also develop an omnipresent campaign across all 3 platforms (Facebook,
Instagram and TikTok Ad) with various offers split tested until we find a winning ad
campaign. Campaign landing pages would be designed for each offer with redeemable
offers that can be downloaded or an instant booking form on each page. Landing page
funnels can be built inside your new Marketing Platform using a subdomain so that each
step in the funnel can be tracked including final appointment so that Conversion API can
be pushed back into the Ad Platforms. This allows the Ad platforms to AI machine learn
similar audiences who are more likely to book an appointment and become a customer.
This allows us to scale our ads to larger audiences and maintain high performance.
TARGET
NEW PROSPECTS Digital Strategy Consultant
Brand Advertising
My experience working in both above and below the line media companies has given me
insight into performance comparisons for both. For companies striving to become a household
name, above the line media is recommended, however requires multi-millions of dollars
available in the budget achieve any cut through. It is never a direct response media channel
for effective lead generation and there are more effective ways to implement brand building
strategies that also result in lead generation by using below the line digital display media
channels. I have outlined these below.
Display Ads on Google Display Network
We can implement banner advertising as a push marketing method using both contextual,
topic and placement-based targeting on websites that accept paid media advertising. There
are over 2 million placements available on the Google Display Network. We recommend
native ad placements that inserts into news related publications with articles written that
generate curiosity with high impact headline statements. This can be focus on statistical data,
human piece stories or active benefits.
Other digital networks we can utlise for brand development include:
https://www.outbrain.com/
https://www.taboola.com/
https://www.adroll.com/
TARGET
NEW PROSPECTS Digital Strategy Consultant
Local SEO Success
Advanced Local SEO optimisation methods to maximise local enquires. (includes
coaching you to obtain additional Google Map listings for us to optimise as
opportunities arise.) Includes www.Heartbeat360.io and all the Add-ons. View the
videos on the pages below to learn more about our 2 Add-ons Review Schema and
Project Pages and also a longer video detailing our 10 Method Approach to Local
SEO.
1. Power up reviews with Google Review Schema. (Link your reviews to related
service pages)
2. Got location pages? Stop doing this, Google is now de-indexing them. Instead
create Project Pages.
3. Advanced Local SEO. Learn our 10 Method Approach to appear in the Google Map
3 Pack.
TARGET
NEW PROSPECTS Digital Strategy Consultant
TARGET
NEW PROSPECTS Digital Strategy Consultant
SEO Success
The majority of search volume on Google is research traffic or just people with questions they
want answers to. A large FAQ search engine. This is the principle in which we will build out
an onsite SEO strategy to convert your website into a trust authority on various micro and
macro topics related to your industry and the solutions available. We will re-write sections
within your website with the guided use of tools like Page Optimizer Pro which provides a
blueprint based on content competitor correlation and many ranking factors that Google wants
to see, understand and trust.
This will be a 6 to 12 months process before we see traffic levels and enquiry levels lift
significantly. Long term this represents the best ROI but also has longer investment period
before those returns are realised.
Offsite SEO is equally important so that Google builds trust in the brand, often allowing the
content to be trusted and eventually ranked in the top 3. Link Building, Social Citations, Entity
Intersections, PR Syndications are the best way to build brand trust particularly for a new
brand.
We also work with highly advanced SEO methods called Semantic SEO and Programmatic
SEO, however only once we reach levels where the investment into SEO is significant and
viable.
When we get started, we will use SEO tools to identify what you already rank for in the top 20
pages and focus in on quick win opportunities. We will then create content layers into your
navigation to create a valuable user journey for people seeking reliable information and
support. We will also optimise these SEO pages to convert traffic into database leads.
TARGET
NEW PROSPECTS Digital Strategy Consultant
LinkedIn Outreach and Strategic Partnerships
We use a third-party tool that integrates with your LinkedIn profile to semi-automate and
leverage various activities to connect, engage and outreach to specific target audiences.
Our approach ensures that messaging is targeted and relevant without the need for
spammy messages. We insert personalization into each message to call out known
information about each person from Job Titles, Company, Industry or experience to make
a one to many message feel like a one to one outreach message. Our tonality in our
messaging is also short, punchy and written in a way that it does not feel like a sales pitch
or self-promotion of any sort. Instead we ask questions or use the take it away approach
to avoid the usual calls to action like “can we jump on a call”. We want to engage first
with questions that quality. We can also use this approach for building strategic referral
partnerships. We can also integrate replies from LinkedIn directly into your CRM for ease
of management and tracking.
We can also develop a social content approach that initiates building relationships with
potential referral partners. The goal would be to create a networking relationship only and
not a formal referral agreement. Meetings are basically a meet and greet focused on
showing general interest in each other business, asking genuine questions related to
each others industry and types of clients that are mutually beneficial to each other.
Content marketing then does the rest to stay top of mind with your network via regular
posting on LinkedIn feeds and email marketing (newsletter style) and retargeting banners.
Giving and receiving leads is not the focus, just coordinating regular relationship meet and
greets where future referral activity may occur. It is a numbers game but eventually
having 20 to 50 meet and greet zoom calls over a year with the right businesses can be
enough to begin a regular flow of referrals.
Clients we do this for comment that it is far more efficient and lucrative than BNI and
results in meeting only with potential referral partners who are highly likely to have similar
clients that need their assistance. No expectations on sending equal amounts of referrals
but focused on building trust in each other’s expertise.
Example: Executive Management Coaches, Corporate Consultants, Business Coaches,
Business Brokers, Business Finance Brokers, Asset Finance Specialists, HR Agencies.
We can connect up to 500 potential referral partners per month through your LinkedIn
profile, of course not all resulting in meetings.
To learn more about this strategy visit https://linked360.biz
CONVERT
PROSPECTS INTO LEADS Digital Strategy Consultant
Inbound Lead Funnel
• Convert more leads into inbound calls:
o CRO optimise Google and Facebook ads landing pages. Who, Why, What principles of
Website Conversion Psychology.
o Lead Magnets > Buy Later Stage of the buying cycle (90-95% of people) - How to Guide,
Pricing Guide Teasers, Online Quote Calculator
o Lead Hooks > Buy Now Stage of the buying cycle (5-10% of people) - Reason to call,
limited time offer for next 5 customers, Monthly offers, Upsell free offers. Redeemable X
> Business Distress Health Check.
We follow WHO, WHY, WHAT conversion rate psychology with Lead Magnets and Lead Hooks.
A 5% conversion rate of 500 visitors per
month is 25 new sales enquiries, but if
we boost your conversation rate to 10%,
that’s 50 new sales enquiries. 100%
increase in potential sales volume!
If you're currently not making a profit on
your Google Ads or your SEO investment,
here lies the solution to a rapid
transformation in growth and profit.
CONVERT
PROSPECTS INTO LEADS Digital Strategy Consultant
Banners and PDF’s
Are you ready to present your best offers, bundles or just give away massive value?
When you give, you receive a lot more back and the best way to give is on Website Banners, Remarketing,
Retargeting Banners and PDF Downloads from your landing pages. This is an opportunity to sell like crazy, wow
your audiences with irresistible offers or build massive authority in your brand, or in you.
Let’s start with your website banners. You still want to follow the Who, Why, What principles for your home page,
but when we start looking at your internal service pages, you need to position the message away from a service
benefit to a service outcome. What are the personal outcomes that are achieved by your service?
The best way to address this is by presenting the problem and solution scenario with social proof and a high value
call to action. For example, we did this for an accountant where we changed our messaging:
Sell the Outcome, Not your Service
Use action words to make the
outcome clear for your clients.
You can also decide to give away instant value in the form of a report, how to guide, eBook, redeemable
voucher and limited time discounts or upgrades. We call it a lead magnet and the team at Kick Media have
given me an incredibly valuable guide they only share with existing clients. This will help you develop lead
magnet ideas for your business.
You don’t always need to sell your best offer straight away, especially when you are still converting
extremely high from “Buy Now’ traffic, who are actively searching for your service. In this scenario, it’s also
important to create aesthetically pleasing animated banners that keeps your brand memorable long after
someone visits your website. Remarketing and Retargeting branding campaigns require 100 tagged visitors
per page every 30 days before they will become visible. This means to start off with, you can quickly have
live a compelling “brand only” campaign for all traffic, until you develop and test your conversion offers.
<< Animated Google Remarketing banners created in
5 common size formats for maximum reach.
>> Facebook Retargeting banners designed to build
trust and tell your story with high value offers.
CONVERT
PROSPECTS INTO LEADS Digital Strategy Consultant
PDF Downloads
eBook Downloads
CONVERT
PROSPECTS INTO LEADS Digital Strategy Consultant
Are you converting every inbound call enquiry
into a name, mobile and email address?
Elevator pitch script offer on every call
“Tell you what let me send you …X… that will help you know…X…. and avoid…X…
▪ After or during call > enter details into phone app CRM > Click add to a List > Enters lead into a
sales automation of emails and SMS.
▪ Email & SMS 1 > Video Sales Letter on a landing page selling how to engage and qualify
a commercial cleaning company. Sell the download on page > Business Distress Guide.
▪ Email & SMS 2, 3, 4, 5, 6 ,7 > Drip fed over different periods until they enter into stage 2
consultation.
▪ Call to Action on each touch point > Request a consultation or quotation > Click here >
GHL calendar booking or Call.
▪ Call consult > Client requests consultation > Find lead in APP CRM on phone and
change list to consultation funnel list.
▪ Engagement tracking
▪ SMS lead alerts to you or consultant on when to follow up a lead in the database, based
on:
▪ Opened an email, clicked on a link, or visited the website (tracking code placed on
your website)
▪ Consultant urged to call lead now via SMS alert (95% more chance of a lead
answering and buying if they are engaged with your brand in some way.
▪ Hot leads: Click on email or link twice in 14 days, visited website twice in 14 day period:
Consultation Funnel
• Instant thank you SMS and Email for requesting a consultation from us. Link to:
o Video Sales Letter on landing page > Communicating the customer service journey they
can expect > Your values, passion for providing assistance > commitment to providing
great value long term satisfaction > Educate > What to avoid and how avoiding x will
ensure (positive X, positive X and positive X).
o Transcription of VSL below the video and inside the video.
o VSL showing your Red Rose benefits that show the personal touches on your service
and quality.
Buy Later Funnel (omnipresent branding)
o One new multi-channel high interest PR article per month syndicated across:
▪ Media pages
▪ Newsletters
▪ Social post on FB, IG and LinkedIn.
▪ PR blast across 450 x 2. News and Community online publications.
▪ Continue 1 new email blast each month to growing database
o Weekly Facebook and Instagram social posting
o Google Remarketing, Facebook and Instagram Retargeting Banners
CONVERT
PROSPECTS INTO LEADS
Brand Reputation
There are many ways to build trust in your product or service but there is ONLY ONE that allows
you to build massive and decisive trust before a prospect even calls you. Here is an important fact
you CAN NOT IGNORE!
“97% of people read reviews for any business"
Our system will request internal feedback first before asking for a public Google Review. This
will ensure you know who is happy and who is not. This should be sent to all clients and will
enable you to address those unhappy clients to avoid future negative reviews. Stats prove that
simply asking a customer for private feedback allows unhappy customers to vent thus reducing
frustrations and chances of a negative review online. If actions are then taken to make the
customer happy, this significantly reduces the chances of future negative reviews. Only happy
feedback from happy customers will then be taken to the final step to request a public Google
Review. This should be an integral process for the Next Green Group and all sub-brands. We
recommend implementing this into automations at crucial stages of the client journey. Regular
reviews also help with Local SEO visibility for important keywords searched on Google.
NURTURE
LEADS INTO CUSTOMERS Digital Strategy Consultant
Copywriting long term email sequences
Executing your conversion strategy now requires turning your ideas into compelling content that invokes an
emotional, logical and clear call to action. We want your lead enquiries to be wooed and courted with your
personality, charm and persistence conveyed first through email and SMS marketing sequences, then blogs, social
posts, downloadable eBooks, how to guides and reports.
Writing content is a little like getting invited to dinner or asking someone out. Your first impression, your
introduction, appearance and personality is all communicated visually and through the words you use to influence
emotional and logical decisions. Will you either get rejected (unsubscribe) or get a yes (sales order)?
You can influence a buying decision or an inbound second enquiry just by being the first to give great support and
service via Email and SMS directly after the first call or online enquiry. Stats show that if you don’t reply to a lead
in less than 15 minutes, you have 95% less chance of turning that lead into a customer. Most businesses don’t
even have an autoresponder or they send a one hit wonder that says “thank you, we will return your call shortly”.
They just contacted YOU and provided you with their contact details. That’s an open invitation to give them
information to help them decide Who, Why and What and then Woo them to say yes tell me more about you. It’s
an opportunity to sell yourself first, before the competitors do. It’s a signal they want to start dating you.
The first and most important step. Write a sequence of 7 emails, automated, to drip feed every few days over the
next 30 days. According to Kick Media, this is called the “hot buy zone" where most people search once,
procrastinate, search again, visit a few sites, get distracted and eventually build up enough internal confidence or
reasoning to buy or pay for whatever it is they need or want. People are often more emotional than logical and
the final decision is often tipped or swayed by that final email or SMS you sent that hit the emotional trigger for
them. This is called a Sales Funnel and the basic idea is to continue sending value until you catch people at just the
right moment when their emotional want or need is highest or it was just a reminder that came in at a convenient
time. Your flirtatious emails are starting to form a real connection and almost relationship status.
If you then support this with remarketing and retargeting banners (discussed later) and great blog articles that
also get sent via email, SMS and social posts, you end up building the perfect multi-channel sales funnel. Email,
SMS, Social Posts and Blogs. Your relationship is now progressing very nicely into a long term relationship.
NURTURE
LEADS INTO CUSTOMERS
BLOG BLOG BLOG BLOG BLOG
POST POST
NURTURE
LEADS INTO CUSTOMERS Digital Strategy Consultant
Retarget
Do you ever feel like you are being followed around the internet by the same brands? Chances are that you have
recently visited their website and a tracking cookie is allowing them to follow you with their banner ads. You may
visit YouTube, or a news website and there it is again, the property you just inspected, or the new car you were
checking out. Remarketing is reminding people of what they already want and have shown interest in buying.
Sounds a little stalkerish, well yes, it is but it works amazingly well in keeping your brand top of mind. You see
most people easily forget most things they see or do online because there is so much of it and Remarketing allows
you to provide a gentle reminder of what someone is or was already interested in buying.
Expecting people to buy the first time they visit your website is one of the biggest mistakes in online marketing.
If less than 3% to 6% of people are ready to contact you the first time they visit your website, what does this
mean? Well, they just typed a specific buying keyword into Google actively searching for service, does this mean
94% to 96% were just not interested? Of course not, they are interested, you just need to make sure they don’t
forget your brand, remind them of what they want, and sweeten the offer or give them some value, education to
push them off the fence. You just need to sell yourself more!
So how does it work?
With Remarketing and Retargeting, we install a track code or pixel on your site so that when anyone visits your
website, instantly they are tagged and tracked. We can then literally follow them around the internet on Google’s
Network (GDN) which might be any site that allows banner ads to display. (YouTube, eBay, Gumtree etc.) or on
their personal Facebook profile. There are a few different strategies that can be applied with Remarketing and
Retargeting. Let’s bullet point these below:
Google Remarketing
• Tracking cookie can follow visitors for up to 540 days.
• You can have campaigns for 30 days, 180 days etc.
• We can filter displaying banners based on how they
visited your website. Visit duration, specific pages, or any
type of filter that is possible within Google Analytics.
• Example. You may want to show ads to those who spent
more than 30 seconds on your site and have NOT
contacted you or purchased online.
• If you’re an Ecommerce store, we can run Dynamic
Retargeting Ads with banners dynamically showing the
last 5 product pages you viewed but did not purchase.
These banners update automatically including the price
and image feed from your Google Merchant account.
• We can also upload a database of emails and match their
Google ID’s to then Remarket to these uses online.
• This strategy requires 100 tagged users every 30 days.
Facebook Retargeting
• We can track site visitors for up to 180 days.
• We can track Facebook page engagement up to 365 days.
• We can show only to those who entered a Facebook lead form, contacted you via messenger, watched any of
your videos, interacted with an app, events on Facebook or Instagram. We can also upload a list to match ID’s.
• We can also do dynamic product retargeting and integrate the data with most Ecommerce platforms.
• The last very cool feature I love the most is Look-a-Like audiences which I will explain when we meet.
• Minimum required tagged users and audience size for Retargeting is 1000.
STREAMLINE
YOUR BUSINESS
Always be first to answer
Always be first to call back
Most businesses are wasting time and losing sales
opportunities by not being organised with their sales and
marketing process. We recommend www.heartbeat360.biz
❑ How long before an inbound form lead is called back?
❑ What percentage of calls are not answered instantly?
❑ Do you have an internal alert system on missed calls?
No more sales leads
slipping through the cracks.
When you can see your whole
sales process at a glance, your
sales team is always on the same
page. Track every interaction and
pick up where anyone else left off.
Know where your most qualified
leads are and tell your sales team
about them.
Get notified when leads are
heating up. Automatically trigger
email notifications and assign tasks
based on lead score changes, so
you can always follow up with the
deals most likely to close.
Digital Strategy Consultant
Thank you for reviewing our business transformation blueprint
Below are our 3 options for transforming your
business over a 3, 6 or 12 month period.
If you would like these concepts tailored and implemented into your
business with a clear roadmap to achieve significant growth over the
next 12 months, let’s get started today.
When you are ready to get started simply visit:
https://buy.kickmedia.com.au/marketing-retainer
Or book another follow up meeting with me @
http://kickmedia.com.au/book
