Objectives & Marketing Strategy

Introduce Hard Asset Management to the market and support an initial startup phase during which the company aims to control marketing spend and focus on a VIP client list to initiate business operations.

Marketing Strategy:

The client will supply an email list of roughly 12,000 VIP contacts. Green Dot will focus on engaging those contacts through a variety of marketing channels including email marketing, social media and web based touch-points. The primary goal is to make them aware of Hard Asset Management, nurture them with highly relevant and engaging content and to generate leads in the form of phone calls.

In addition to working the supplied list, Green Dot also recommends testing marketing channels that will be used down the road, to establish benchmarks and to determine which ad types and messages outperform. This can be done on a modest budget so long as the geographic areas targeted are listed to 2-3 markets.

Initially, during the first 3 months, we recommend simply running the Facebook like campaign to build your audience of followers. To ensure the like campaign is effective, we strongly recommend publishing proprietary content on FB to keep targets engaged. The blog posts and live or recorded videos will be ideal. Since retargeting ads are inexpensive, we recommend integrating those from day one. Also included during the first 3 months are (2) promotional “special offer” or “top pick” emails per month that are intended for everyone on your list.

After 3 months, the campaign begins to ramp, at which point we recommend adding Taboola articles, twice daily Facebook posts, and Google Adwords to test the effectiveness of the ads, landing pages and associated messaging prior to scaling the media budget and expanding the reach of the campaigns.

Email Marketing – Green Dot suggests using email marketing to engage the 12k VIP targets with a series of automated messages. Depending on user behavior (they don’t open the email, they open it, they click through to the landing page, or they inquire), different email communications will be sent next. This email creative will need to be developed ahead of time, prior to launching this campaign.

Additionally, by segmenting email lists, we can send relevant content to a variety of different targets, depending on where they are in the sales funnel. Monthly newsletters linking to video content and relevant blog posts is sure to keep prospects and clients alike engaged and coming back to the site regularly for relevant information.

ZoHo Automation – This technology platform will be leveraged with the support of ZoHo staffers to automate the email marketing campaign and track behavior with the CRM.

Search – To step in front of existing demand, Green Dot suggests Google Adwords to target consumers searching online for rare coins, gold and silver, as well as platinum and other precious metals. This can be done for the USA or in Latin America and other regions so long as there are landing pages available in written in the local language. Green Dot will carefully track BOTH inquiries via the website contact forms, as well as incoming phone calls to monitor and optimize the cost per lead from search engine marketing efforts.

Video Advertising – Using supplied video content, Green Dot will run video ad campaigns on social media channels, as well as YouTube. In addition, special live sessions can be delivered via Facebook LIVE and YouTube LIVE directly from the client’s studio for added impact and visibility. Video can be used both as advertising content, as well as nurture content to re-engage existing customers and reluctant prospects alike.

Social Media – Growing the audience for social media channels and email lists will allow the client to engage a continually expanding audience with the premium content being produced. Green Dot administers and manages social media ad campaigns, as well as the content for social media channels and ensures that messaging is integrated with email communications to promote the video releases and continually drive prospects and clients back to the client’s website – from where they can inquire.

Retargeting ads – Once a prospect leaves the client website without inquiring, Green Dot will retarget them with banner ads throughs the internet. This tactic provides the client with a 2nd and 3rd opportunity to re-engage the prospect and link them back to the website.

Content Ads – In addition to search and social media marketing, Green Dot recommends running ads on the Taboola and Outbrain advertiser networks will ensure additional traffic is directed to the site from all of the web. These ads are inserted at the bottom of popular news articles and link prospects directly to your site. These ads can be accurately tracked and optimized.

Tracking, Analytics and Reporting – Green Dot prides itself on carefully tracking all inquiries, whether via the website’s contact forms or incoming phone calls. We provide powerful call tracking software that allows us to determine the keyword or ad a prospect engaged with, as well as which page of your site generated the inquiry. We provide detailed, months reports and recommendations as to the optimization of your ad campaigns, content and website landing pages.

Website & Landing Pages – Currently, there is no Spanish version of the website, or Spanish content. Green Dot has expertise at creating multi-lingual websites and landing pages, as well as video and multimedia content. In custom tailoring content for users to “land” on when they click through on an ad significantly improves conversion rates, and reduces media costs due to higher quality scores from Google and Facebook.

Green Dot recommends developing the series of landing pages to test design and messaging prior to modifying the Hard Asset Management website in any significant manner.