Prepared by Green Dot Advertising — July 10th, 2020
Deliver a 3-month marketing program that will integrate Google Ads, Facebook and email marketing in order to lower Home Angels’ CPL.
Consumers in need of plumbers or restoration emergency services generally begin their search online. They also search Google for non-emergency services or if they are working on home projects and need estimates. Consumers are likely to click on social media ads if they are interested in receiving additional information about services.
As a result, several digital touch points are necessary to run a successful, comprehensive and cost effective marketing test campaign. The proposed strategy aims to engage users when they search online for related services or when they are active on social media and link them to one of 2 landing pages that have been customized to educate them about the B2B and/or B2C services Home Angels provides.
When a prospect inquires via the contact request form on the landing pages, a series of emails (drip campaign) are triggered to ensure they follow through with scheduling an appointment or requesting an estimate. Users that are linked to the landing page but do not inquire will be retargeted with display ads as they visit other sites online that support ad networks. Users can also call the office to schedule a service if desired.
Tracking, reporting and optimization of the campaign is included with the monthly services fee. We report diligently on campaign performance and maintain a content calendar with seasonally appropriate content.
The landing pages will introduce Home Angels B2B and B2C services and will allow us to optimize to results and budget by identifying areas of efficiency.
This landing pages are quoted as custom built on the WordPress platform and include a content management system (CMS) to allow the client to add and edit content such as before and after photography and page copy without html coding.
The pages will be designed for both mobile devices and desktop computers with mobile responsive code ensuring content renders consistently on tablets and smartphones.
Google Ads allows your website or landing pages to be listed prominently on Google when people search for relevant keywords. A Google Ads certified marketer can help you write targeted ads that cost less than your competitors are paying by optimizing each part of your campaign.
Since the current cost-per-click for Home Angels is high, we strongly recommend retargeting landing page visitors for a period of one month. Digital display ads can be used to retarget all prospects who visited the landing page but did not complete the desired action. The retargeting ads run on a wide network of websites that support display advertising and “follow” your prospects from site to site as the browse the net, giving you a second and third opportunity to close the deal.
Emails can be used to nurture a lead and promote a specific service. Even in a crowded inbox, an email with a good subject line and relevant content will stand out and drive action. Green Dot has experience with a wide array of email marketing platforms including MailChimp, HubSpot, ActiveDemand and many more.
Monthly Home Angels emails will inform customers about new services, maintenance tips and special offers. Topics could include disinfection services, repiping, sewer camera inspections, mold education and home renovations and additions. Email marketing can help reduce overall marketing costs by generating additional leads and referrals without incremental media spend.
The program also includes a series of emails that are triggered automatically once a prospect submits a request for information. Each email is sent 2-3 days apart from the previous message in an effort to remind the customer to follow through with scheduling an appointment.
Email Drip Series
Drip emails spaced out over a 2 week period while the prospect shops alternative solutions have been proven to increase response rates dramatically, thereby reducing overall marketing costs.
Green Dot ensures you know how your campaigns are performing at all times. Home Angels will have direct access to the marketers working on the campaigns as well as to reporting platforms like Google Analytics (landing page performance) and ActiveDemand to view a live campaign dashboard detailing the performance of the campaigns.
Green Dot publishes monthly reports detailing every lead that was generated, the source and the cost. We also review reports with clients by phone or via a virtual meeting platform.
How much you spend on media every month is totally up to you. The more you spend, the greater your reach and frequency. Green Dot provides recommendations and guidance based on campaign performance and objectives, while allowing clients to adjust their budgets as needed.
Green Dot does not bill clients for media insertion, or require a minimum budget. Instead, we only invoice for media planning and campaign management. We manage and execute the media buys, create all ads, a/b test the ads, optimize your monthly spend (we may suggest increasing / decreasing the budget allocation depending on a channel’s performance) and report on the results.
All media expenditures are the responsibility of the client and are billed directly to the client by the media vendor or advertising platform. This approach creates pricing transparency and trust, while allowing media budgets to be adjusted as needed.
Green Dot includes these media management services at no additional charge with your marketing retainer up to the specified monthly threshold. Scaling the media buy beyond this baseline triggers a media management fee of 12% applied only to the net new spend above the included monthly threshold.
The project includes the following services:
$2,500
Services include:
$1,500
Services include:
$950
One-time campaign setup fee includes:
$1,500
Your marketing services package includes the following:
$3,250 p/m
You set the budget
Search: $7,500 – $12,000 p/m
Facebook: $2,000 – $3,000 p/m
Retargeting: $150 – $250 p/m
Monthly content generation includes the following:
$1,500 p/m
| Month 1 | Month 2 | Month 3 | Month 4 | |
|---|---|---|---|---|
| Landing page development | $2,500 | |||
| Retargeting Ad Creative | $950 | |||
| Email Drip Creative | $750 | $750 | ||
| Campaign Setup | $1,250 | |||
| Digital Marketing | $3,250 | $3,250 | $3,250 | |
| Content and Communications | $1,500 | $1,500 | $1,500 | |
| Monthly Totals | $5,450 | $5,500 | $4,750 | $4,750 |
To accept this proposal please complete the form below. You’ll receive an email confirmation and your account executive will reach out to you soon thereafter.
Social Advertising and Management
Social Advertising
Advertising on social media allows you to laser target and reach those people most likely to find your product or service relevant, interesting and valuable. Placing ads on social channels is the best way to grow your followers and reach targets that are not already aware of your brand, but should be.
Using geographic and demographic targeting we can pinpoint the most suitable targets and create demand for specific services. Social advertising will focus on growing your audience and nurturing them with content about different campaigns like disinfection, plumbing and restoration services.
Includes the Following:
Social Media Management
Social marketing on Facebook allows you to engage directly with your social community on a daily basis.
Includes the Following: