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RESOURCES2019-04-12T17:35:41-06:00

Basic Digital Marketing Project Plan

MS-EXCEL

The small business digital marketing team at Touchline Marketing have released the same digital marketing project plan template they use with SMB clients. The full, 1-year, plan is downloadable as a Microsoft Excel template and includes sample timelines for blog articles, email newsletters, lead magnets, landing pages, keyword research, buyer persona identification, basic social media promotion (Facebook, Twitter, and LinkedIn).

Get The Free Digital Marketing Plan (.xls)

Lead Magnet

DIGITAL MARKETING STARTER PROGRAM CORE SERVICE

A lead magnet is the (free) offer you make to get information from a visitor. The goal of a lead magnet is to try to capture some information (most often their email address) and to start forming a relationship. A lead magnet can most often take the form of one of the following digital assets:

  • ebook
  • whitepaper
  • mini-course
  • video series
  • checklist
  • how to guide
  • cheat sheet
  • free webinar

Landing Page

DIGITAL MARKETING STARTER PROGRAM CORE SERVICE

A lead-converting landing page (or squeeze page) using Touchline’s most basic landing page template invites users to access your lead magnet. The basic landing page is hosted with our leading landing page technology partner on a Touchline standard domain. A custom domain is available as an add-on.

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Monthly Blog/News Article

DIGITAL MARKETING STARTER PROGRAM CORE SERVICE

Article content (images & copy) can be generated by our copyrighters or your company staff. Article topics are identified and prioritized yearly as part of strategy meetings with Touchline. Blog article may not exceed 600 words. Content may be search engine optimized based on a single key phrase and may include one call-to-action linked to your landing page. Curated content includes up to a single iteration.

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Quarterly Newsletter

DIGITAL MARKETING STARTER PROGRAM CORE SERVICE

Quarterly newsletter is sent using a standard Starter Program newsletter template customized with company logos and colors. Each newsletter is an aggregation of the 3 previous blog articles/news items and a call-to-action linked to your landing page. Clients have the option to include a personalized message to the beginning of each newsletter.

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Search Engine Index Submission

DIGITAL MARKETING STARTER PROGRAM CORE SERVICE

Using a client specific webmaster tools account (Google Search Console, Bing Webmaster Tools, Yandex Webmaster), Touchline ensures each article is properly to indexed by major search engines to maximize organic visibility.

Basic Social Media

DIGITAL MARKETING STARTER PROGRAM CORE SERVICE

Social media promotion includes 3 scheduled social media shares to promote the monthly blog/news item or landing page. Social media posts shared on Twitter, Facebook, and LinkedIn. Social media channel setup and branding is available as an add-on service. Upgrading to the Social Media Accelerator add-on drastically increases the visibility of articles on social media channels.

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What Does A Client Need To Get Started?

EACH STARTER PROGRAM CLIENT MUST HAVE THE COMPONENTS LISTED BELOW. IF YOU ARE MISSING ANY OF THESE COMPONENTS, TOUCHLINE MARKETING CAN HELP GET YOU CONFIGURED QUICKLY THROUGH ADD-ON SERVICES.

  1. BLOG PLATFORM
  2. SOCIAL MEDIA ACCOUNT
  3. EMAIL SERVICE PROVIDER (ESP)
  4. SEARCH ENGINE WEBMASTER TOOL ACCOUNT

Add-On Services For Required Components

ADDITIONAL SERVICES TO GET A CLIENT UP AND RUNNING WITH A DIGITAL MARKETING STARTER PROGRAM QUICKLY

Add a well-structured blogging platform to an existing website that allows the client to post compelling news, articles, and success stories.

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Setup of a MailChimp account, upload of up to 2,000 contacts, list configuration, and domain verification to maximize deliverability.

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Includes securing a social media account (LinkedIn/Facebook/Twitter), branding, best practice configuration, and integration with website.

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Configuration to monitor and maintain a domain’s presence in search engines and ensure access to content. Includes page and sitemap indexing.

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Other Add-On Services

ADDITIONAL COMPONENTS TO ENHANCE THE VISIBILITY AND EFFECTIVENESS OF THE DIGITAL MARKETING STARTER PROGRAM

For every published piece of content, social media posts are crafted and distributed 75+ times over 12 months on LinkedIn, Twitter, and Facebook.

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Monthly website updates, executive reporting, traffic & SEO, code updates, cloud backups, security checks, uptime & performance monitoring.

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Valuable digital marketing activity. Analysis of buyer persona, competition, and projected monthly searches. Delivery of top 40 keywords.

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Helps business owners collect valuable data about their best customers so they can construct a buyer persona (a representation of an ideal customer).

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Google Analytics and Google Tage Manager setup. Tracking code installation and proper measurement of goals on your website.

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A logo design includes an UNLIMITED number of revision rounds. The client will receive a logo package complete with file formats for digital and print.

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Installation of retargeting code to create an audience of users that have visited your website and remarket to Facebook, Twitter, LinkedIn, and Google users.

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Utilization of Touchline Marketing SEO Checklist. We address 19 areas of optimization to properly prepare pages for on-site SEO.

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The 4-phase workflow is a collection of automated email messages triggered by a lead magnet download designed to save time and nurture leads.

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Host landing pages on a custom subdomain such as try.yourdomain.com. Clients on WordPress can have landing pages directly integrated into their website.

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Landing page–to–ESP integration ensures that leads that convert via your landing page are automatically added to segmented lists within MailChimp.

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SELECT DIGITAL MARKETING STARTER PROGRAM ADD-ONS

Digital Marketing Starter Program FAQ

ANSWERS TO SOME OF THE QUESTIONS WE MOST OFTEN HEAR ABOUT THE “BETTER THAN NOTHING” DIGITAL MARKETING STARTER PROGRAM FOR SMALL BUSINESS…

Why is an eNewsletter important?2018-09-17T15:58:02-06:00

As an initial attempt to become involved with an approach to modern marketing for your organization, the recommendation is to develop a recurring monthly newsletter to support list building and basic lead nurturing. Development of a recurring eNewsletter is a basic core component to any organization’s marketing strategy. Touchline has developed a repeatable and scalable process for construction of a company eNewsletter that is focused around efficiency and effectiveness.

Why is a Blog important?2018-09-17T15:57:06-06:00

A blog is now a fundamental component of a modern marketing mix. With a best practice implementation of a blog, small and medium-sized businesses get 55% more web visitors, 102% more Twitter followers, and 126% higher lead growth. Search engine ranking algorithms also rely heavily on fresh web content and blogging is an effective way to continually inject fresh content into your site.   Blogs can also establish credibility and ensure that you are participating in the discussion about your company.   Businesses that post multiple times per day are significantly more likely to generate customers from their blog than those who post only on a monthly basis.

Touchline helps each client establish a unique strategy for their blog and producing content.   This may include identifying a process to produce content with subject matter experts at the company and/or supplementing the content generation for the blog with our network of writers, using a strategically defined list of subjects with keywords and phrases.

What is a Lead Magnet?2018-09-17T15:57:00-06:00

More than 95% of your visitors won’t buy anything or contact you based on their first visit. They’re typically still in the awareness phase of their buyers journey and just looking for information to help research their problem. It takes time to build trust, instill confidence and build a relationship.

To start this process of relationship building, we can benefit from knowing how we can reach our visitors. A lead magnet is the (free) offer you make to get information from a visitor. The goal of a lead magnet is to try to capture some information (most often their email address) and to start forming a relationship.

Touchline helps clients create compelling lead magnets that appeal to their buyer persona’s pain paints, challenges, and goals to maximize conversion rates and kick-start the lead nurturing process.   A lead magnet can most often take the form of an ebook, whitepaper, mini-course, video series, audio recording, checklist, guide, cheat sheet, free webinar, survey, or assessment.

What is On-Page SEO?2018-09-17T15:58:16-06:00

On-page search engine optimization (SEO) is the practice of optimizing individual web pages in order to rank higher and earn more relevant traffic in search engines. On-page refers to both the content and HTML source code of a page that can be optimized, as opposed to off-page SEO that refers to links and other external signals.

On-page SEO continues to change every year, so it’s important to keep up with the latest practices. Touchline uses a handy checklist that helps map buyer persona and associated keywords and phrases to each page. Each page is evaluated for mobile device responsiveness, page length, links, phrase density, use of markup tags <HTML>, intrusive linking, calls-to-action (CTAs), and more.

What is required of the client?2018-09-17T16:10:24-06:00

1. A blog – The client required to host an active website with blog capabilities. Blog setup is available as an add-on service.

2.A social media channel – The client is required to own at least one social channel on Twitter, Facebook, or LinkedIn. Social media channel setup and branding is available as an add-on service.

3.An email service provider – The client is required to host an active account with an email service provider (ESP) to receive newsletter services. Supported ESP providers include MailChimp and Constant Contact. MailChimp setup is available as an add-on service.

4.A webmaster tools account – the client is required to provide access to their webmaster tools account to receive search engine index submission services. Webmaster Tools Account Setup (Google Search Console, Bing Webmaster Tools, Yandex Webmaster) is available as an add-on service.

5.About 1 hour per month – We request that clients attend scheduled meetings, provide us access to the systems, people, and materials we need to complete quality work, and review work in a timely manner. A typical Touchline client in this program will allocate 1-2 hours per month to working with us.

What is a Buyer Persona?2018-09-17T15:57:30-06:00

A buyer persona is a semi-fictional, generalized, representation of an ideal customer. The most valuable buyer personas are based on a combination of internal insight, market research, and interviews and surveys of actual customers. Why is it important? – Even a basic buyer persona will help an organization determine where to focus investment and will drive consistent messaging across the organization.

Through tangible profiles, they help you understand your customers and prospective customers better. With a defined portrait in place, it becomes easier for you to tailor content to the specific needs, behaviors, and concerns of different groups. As a result, you will be able to attract the most valuable visitors, leads, and customers to your business.

At Touchline, our mission is to help companies like yours customize your marketing to cater to your buyer personas. We can help align a content strategy to the path of specific buyer personas as they travel through the awareness, consideration, and decision phases of the buyer’s journey.

How do we cancel services?2018-09-17T16:12:41-06:00

Clients can cancel at any time. A 30-day notice is required to discontinue services.

How long will it take to appear at the top of Google?2018-09-17T15:58:30-06:00

The time it takes for your website to appear on page one of Google depends on a number of factors. It depends on the search phrase people are using to find your website and the number of other websites that are also available for those search phrases. Nobody can truly say how long it will take for your website to appear at the top of search engine results pages (including people who actually work for Google), however, there are a number of factors that can improve your chances. Building your website on WordPress is a good start as WordPress has some great Search Engine Optimization fundamentals built-in. Creating unique and interesting content on a regular basis for your website is also critical to increase your visibility amongst search engines. Launching your website and then forgetting about it is a surefire way to get lost amongst the noise. We are happy to talk to more about your search engine strategy if we haven’t already.

How do I know if Touchline is a good fit for my company?2018-09-17T15:57:50-06:00

If your company is looking to generate leads from your online marketing, has a sales team to work those leads, and is willing to think creatively, we’re probably a good fit for you. We have experience working with all types of companies, including B2B technology companies, professional services, consulting companies, and real estate firms. We understand that we’re not a fit for everyone, and if we’re not completely confident that we can help you succeed with inbound marketing, we’ll let you know that upfront.

What is meant by Keywords or Key Phrases?2018-09-17T15:57:21-06:00

Your keywords are the key words and phrases in your web-related content that make it possible for people to find your site via search engines. A website that is well optimized for search engines “speaks the same language” as its targeted buyer persona with keywords that help connect searchers to the website. Keywords are one of the main components of SEO.

Is there a start-up fee for the “Better Than Nothing” Digital Marketing Starter Program?2018-10-01T22:07:37-06:00

A one-time client onboarding fee is applicable to all new accounts. Client onboarding includes a kick-off strategy meeting, landing page setup, email notification configuration for new leads, lead magnet creation, Touchline Client Cloud account creation, social media account access, webmaster tool account access, email service provider account access, creation of a Content Development Guide and development of initial content ideas specific to your company’s buyer persona, target keywords, and phases of the buyers journey.

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