Objectives & Marketing Strategy

Promote awareness and drive qualified traffic to the Hard Asset Management website to generate leads for the client’s sales staff, and nurture existing prospects with content and email communications.

Marketing Strategy:

Using digital marketing, video content and editorial ads Green Dot will drive qualified traffic to the client’s website to generate awareness and leads at a predictable cost. Once engaged, both the client’s sales team and Green Dot will nurture existing customers and prospects with valuable content educating them as to the benefits of investing in hard assets.

Search – To step in front of existing demand, Green Dot will use Google Adwords to target consumers searching online for rare coins, gold and silver, as well as platinum and other precious metals. 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.

Email Marketing – Green Dot suggests using email marketing to nurture existing prospects and customers alike. 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.

Hubspot – This optional technology platform allows the client and the agency to custom tailor content on the website and in email communications to prospects and clients alike. First time visitors to your site see different content that repeat visitors. We can set the language (English / Spanish) to the visitors preferred settings, and deliver powerful email drip campaigns that are contextual depending on the recipients action, or lack thereof.

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 & Design – 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. When the time comes, we are ready and able to develop digital content for Hard Asset Management.