Vanna Belt
Content Marketing
Prepared by Green Dot Advertising — May 8th, 2017
Objectives & Marketing Strategy
Develop a custom content marketing campaign promoting various Gel-V products as well as the related the accessories.
Marketing Strategy:
There are multiple opportunities to engage existing customers and prospects for Vanna Belt and Gel-V through content marketing.
Social media posts can play an important role when it comes to inspiring existing customers, as well as prospects still on the fence about trying one of the products, or purchasing accessories. We can engage existing customers with daily posts featuring everything from tips on how to get the best results to inspiring ideas on how to use the products. As this group asks questions, shares and comments, they will provide the social proof and reputability to help first-time customers get the confidence to actually place an order.
To make the most impact with email marketing, Green Dot highly recommends deploying email drip campaigns – initially via MailChimp. Everything from abandoned carts to referrals can be addressed with email drip campaigns.
Weekly blog posts will provide additional fresh and timely content that can be shared in the social feed to drive traffic to the website. Blog posts also help with SEO, as once they are published, they continue to surface on Google for related searched for years to come.
Content Creation & Blogs
Content Creation & Blogs
Engaging and original content is vital to the success of every advertising campaign.
Content can be shared via email and social media while helping to drive SEO rankings and free traffic for important long-tail keywords. Proprietary content in the form of well researched blog posts, and branded social media graphics engage visitors who are researching brands and evaluating the competition.
This service provides clients with individually researched and well written blog posts, as well as customized social media graphics on an ongoing basis.
Includes the Following:
- (4) uniquely researched, written and published blog posts per month
- Keyword research to optimize each post for SEO
- Monitor and respond to comments
- Fresh, weekly branded social graphics
- Tracking and reporting on tagged links in posts
Email Marketing
Email Marketing
Green Dot will create (1) informational email per month with custom messaging focused on something of value for customers – such as workout tips, new product introductions or referral and review requests. Green Dot will create a template for the informational emails and then customize the message each month.
Additionally, we recommend setting up an email drip campaign in MailChimp for the following scenarios, and working together to define additional situations where an email drip may be useful. Use cases include things like:
- Refill / reorder of Gels
- Upsell to accessories
- Upsell to V-Belt
- Upsell to clothing articles
- 5th email tbd
Includes the Following:
- Informational email template
- Email drip campaign with up to (5) emails
- Campaign setup including drip campaign triggers, workflows and list segmentation
- Copywriting and design – (2) info email per month
- Testing for all popular desktop and mobile platforms
- A/B testing of subject lines and content when applicable
- Tracking and reporting (incl. phone call tracking)
Analytics & Reporting
Analytics & Reporting
Green Dot ensures you know how your campaigns are performing at all times. Clients have direct access to the marketers working on their campaigns as well as to reporting platforms like Google Analytics (website performance), RavenTools (campaign performance) and Call Tracking Metrics (phone call lead tracking).
Includes the Following:
- Ongoing campaign tracking and analytics
- Ongoing campaign optimization based on data
- Google Analytics goal tracking setup and management
- RavenTools for campaign KPI reporting
- Monthly account review
Services Summary & Pricing
Services Summary & Pricing
Email & Drip Campaign Templates
These services include:
- Account Service
- Write, design and code (1) informational email template
- Write, design and code (5) custom emails for drip campaign
$2,500
Schedule:
Month 1 – May
Month 2 – June
Month 3+ – Ongoing
Digital Marketing Services
Your marketing services package includes the following:
- Creative for social channels
- Page Management for Facebook – (2) posts per day
- Ongoing tracking & analytics- including access to the GD project portal and a campaign dashboard
- Monthly reporting
$1,200 p/m
Content & Communication Services
Monthly content generation includes the following:
- Write (4) unique blog posts
Photo selection & licensing, blog post styling, SEO keywords & publishing - Write, layout and code (2) custom informational emails p/m
- Test & blast email
- Monitor drip campaign emails
- Monthly performance report
$2,500
Projected Monthly Payments
| Month 1 | Month 2 | Month 3 | Month 4 | Month 5 | Month 6 | |
|---|---|---|---|---|---|---|
| Email Templates | $2,500 | |||||
| Social Media Management | $1,200 | $1,200 | $1,200 | $1,200 | $1,200 | |
| Email & Content Marketing | $1,000 | $2,500 | $2,500 | $2,500 | $2,500 | |
| Monthly Totals | $2,500 | $2,200 | $3,700 | $3,700 | $3,700 | $3,700 |
Social Media Management
Social Media Management
Boosted posts in the Facebook newsfeed ensure that prospects as well as existing customers see and hear from the Vanna Belt brand consistently. These posts can be used to introduce accessories, clothing articles and nurture customers with tips on how to get them most out of their workouts and lifestyle routine. Green Dot will use a variety of content, including blog post, photography, video clips (supplied) and inspirational quotes.
Includes the Following: