CONTENT MARKETING

• Drive new traffic by regularly posting keyword-driven, authoritative, credible content
• Project a brand personality that resonates with your target customer
• Answer prospect questions and solve prospect problems in various stages of the sales funnel

Chances are, if you’ve read any marketing materials or ever listened to a speaker talk about how to improve your bottom line, you’ve heard the phrase “Content is king.” That phrase cannot be overstated: Everything you write, from your web page content to your product descriptions to blogs and case studies and testimonials and ad copy, as well as all of your image design and videos, is considered content. No wonder people think it’s so important…it touches everything we do!

Content is how search engines determine your ranking. It’s what you share on social media to draw prospective customers in. It’s what goes on your website and what people will read or watch to learn about your business. It’s also what you must produce to show prospective customers that you are top-tier in your industry and convince them to buy from you, specifically.

CUTTING THROUGH THE NOISE SO THAT CUSTOMERS WANT TO HEAR FROM YOU

The problem with content being king is that, well, you need to create a lot of it. And everyone else is creating a lot of it, too. Plenty of people are creating so much content that there is no way it can all be high-quality, leading to a lot of static and noise inside the digital sphere. So how do you cut through that noise? You need to start with a cohesive and clear brand “voice,” then identify what your prospects want to read, listen to, or watch and then you have to get to creating.

Creating enough content at a level of quality that sets you apart from your competitors takes time, skill, time, expertise and oh yes, time. PlusOne understands that your time is limited; you’re trying to run a business, and you may not have the time it takes to create the amount of good content you need to make it count and add to your bottom line. Our team of expert writers is skilled in determining what your audience most wants to hear about, and then crafting or perfecting a brand voice and writing high-quality content in that voice so that your prospective customers get a feel for your industry expertise and credibility. Your content will stand out from the noise and deliver increased impressions to your website and increased engagement with all of your marketing channels.

DID YOU KNOW?

• 72% of marketers say that good content marketing has increased their overall number of leads. (OptinMonster, 2019)
• For mid- and large-sized businesses, content marketing can cost up to 41% less than paid advertising and can generate up to 4x more leads per $1000. (Oracle, 2017)
• Over 77% of internet users read blogs and 70% of users would prefer to learn about a company from a piece of content over an ad. (DemandMetric, 2016; TechClient, 2016)
• 47% of buyers view between three and five pieces of content about a business or their offerings before getting in touch with a sales team or representative. (DemandGen Report, 2016)

EMAIL MARKETING

• Target and reach customers directly in their inbox via strategic campaigns
• Nurture leads at every stage using expertly crafted drip campaigns
• Make your brand stand out with design and layout optimized for mobile

Deciding where to invest marketing dollars isn’t a decision businesses take lightly. You know you need to attract new customers and keep existing clients coming back, but you can’t afford to invest time or resources into something that isn’t going to deliver the expected results. Email marketing is one of the most cost-effective solutions that gives businesses the power to reach customers in a place most people visit every day — their inbox.

You may have heard it heralded that “email is dead,” but nothing could be further from the truth. Every time an internet user wants to sign up for something online, log in to social media or software platforms, leave a review, make a purchase or communicate with friends, family, and coworkers, they have to use an email address. This means that the inbox is the one place that most of your prospects and customers are looking at daily, making it prime real estate for you to deliver your message.

SMART EMAIL AUTOMATION WINS (AND KEEPS) CUSTOMERS

It’s not enough to just send email when you feel like it or when you have a promotion running. It’s also not enough to send your entire email list the same email; customers and prospects understandably want different things. That’s where segmentation and automation come in.

PlusOne has the tools your business needs to properly place each email address on your list into buckets: Are they customers? Prospects? Do they always open your emails but never click? How about click, but never buy? These lists are a critical place to start when determining who should get what kind of email. You would never want to send a returning customer an introductory or first-time user promotion, right? Of course not! Smart segmentation means that you can deliver the right message to the right person at the right time.

We also know how to automate. When someone first visits your website and gives you their email address, your business is top of mind. This is when we automate a welcome email to show them we care about following up. Maybe they just made a purchase, or got to their cart and then abandoned it? Our team can craft messaging to drive them back to that cart or congratulate them on becoming a customer, all immediately after it happens. Automation means you can worry about what your business is offering; we’ll worry about making sure you show up in the inbox exactly when you’re supposed to.

DID YOU KNOW?

• There are over 5 billion active email accounts all over the world, and over 1 billion of them are Gmail users. (Statista, 2016)
• Email users are 75% more likely to click on segmented campaign emails over non-segmented, that is, messages that were right for their user profile. (MailChimp, 2017)
• Mobile users check their email up to three times as often as non-mobile users. (Campaign Monitor, 2018)
• Users take only three seconds to delete emails that don’t display properly on mobile devices. (Campaign Monitor, 2018)

ONLINE LISTING OPTIMIZATION / LOCAL LISTING OPTIMIZATION

• Make sure your business has the correct information associated with it—everywhere on the web
• Increase search visibility due to improved accuracy
• Draw new local customers who want to find you

Remember phone books? In recent history, listing your service in the Yellow Pages was a top customer outreach strategy. Now, though, it’s gone the way of old rotary phones. Today, businesses must focus on keeping their listings correct and current online, including places like Google My Business, Yelp, Superpages and Bing Local, among many others. A whopping 56% of local businesses have yet to claim their local listing on Google, leaving them open to incorrect information populated by well-meaning customers, bad reviews they know nothing about, or worse, having their business listing stolen by bad faith actors.

WHY MANAGING ALL YOUR ONLINE LISTINGS IS CRITICAL TO BUSINESS SUCCESS

There are no shortcuts in the race for great search results. Missing locations, duplicate listings and unclaimed business profiles are all detrimental to good SEO. Many marketers think that if their business information is correct on the “Big Five” search engines or review sites, then everything is fine. But did you know that hundreds of local directories, in-car navigation, customer review sites, online maps and niche industry sites also display business listings? The amount of visitors these smaller sites receive added together is equal to the total amount of traffic on major search engines. If your business doesn’t pay attention to them, it could be losing out on customers or even having poor reviews floating around without your knowledge.

HOW PLUSONE CAN ASSIST

Manual claiming of each online listing is the only way to ensure that your business information is accurate across the web, even on websites you’ve never heard of. PlusOne performs this time-consuming task on behalf of our clients, ensuring that your listings are not only claimed, but that your data is accurate, that you know about all reviews and that you are the only owner of your local listings.

We monitor hundreds of local sites and major search engines to deliver accurate business listing information in an easy-to-access dashboard. Research has discovered that less than 10 percent of online listings have the correct business name, address, phone number and website. These incorrect listings lead to customer confusion and lost revenue. We’ll help avoid those losses by filling in the blanks on each local listing with the correct information for your business, driving more customers and more revenue simply because searchers have the right information.

DID YOU KNOW?

• Since 2016, there has been a 900% growth in searches that include the phrases “near me,” “tonight,” or “today.” (Chatmeter, 2018)
• 97% of consumers say that online reviews influence their decision to buy, and 68% of consumers have personally written online reviews of products or services. (Fan and Fuel, 2017; Local Search Association, 2017)
• Displaying reviews on your website has been shown to increase customer conversion by 270%. (Spiegel Research Center, 2017)

SEARCH MARKETING: PAID SEARCH / PAY-PER-CLICK / PPC

• Drive immediate and qualified revenue and leads with effective paid search campaigns
• Save money on invalid click fees
• Increase phone calls, generate leads, achieve brand recognition

If you’ve done a Google search for anything recently, you’ve probably noticed the Sponsored links that show up at the top and on the sides of your search results. These are paid search campaigns built through Google AdWords, based around keywords and key phrases that customers may use when they’re trying to find a service or product that aligns with your business. Paid search leads are among the highest quality leads that a business can generate; the user is already searching for information related to the products or services you sell, so the intent to purchase is strong.

CUSTOMERS GO TO THE MOST SKILLED BIDDER

The difficult part about paid search platforms is that they can seem like a foreign language to business owners who aren’t accustomed to automated or manual ad bidding platforms. Luckily, our team at PlusOne is expert in the way of building audiences around keywords and key phrases searchers might use when they’re interested in a product or service you happen to sell. We help you find the intersection of the customers you have and the customers you want, compiling both positive keyword lists and negative keyword lists to include in our advertising efforts, ensuring that your business shows up in the searches related to it, and not the ones that aren’t.

Generating leads from paid search means you have to have both a trained eye and a deep understanding of the paid marketplace, knowing when to bid high, when you can lower your bid, and what kind of non-digital events signal spikes or dips in particular searches. “Food delivery near me” is always popular during inclement weather, for instance, so a business will want to make sure their delivery service shows up before everyone else’s…that’s where that bidding comes in. PlusOne works efficiently to understand what kind of customers are important to your business, and what kind of businesses are important to those customers when they most need them.

DID YOU KNOW?

• Google drives 95% of all paid search ad clicks on mobile, making them the best in class when it comes to paid search advertising. (Business Insider, 2016)
• ⅔ of all consumers can recall a specific brand they have seen advertised on mobile within the last week. (Business Wire, 2018)
• Nearly 65% of people who are in the mood to make a purchase online will click on Google ads. (Wordstream, 2016)
• 66% of buyer-intent keywords are paid clicks. (Clever Clicks, 2018)

REPUTATION MONITORING & MANAGEMENT

• Monitor hundreds of individual review sites for positive and negative reviews
• Gather important insights from sentiment keywords
• Improve customer service & reputation through responses to reviews

The importance of protecting your brand’s reputation is greater than ever. We live in an age where everyone has a voice on the internet, and each person believes their voice merits engagement, each and every time. This means that your digital reputation management demands attention. Thousands of review sites are collecting key reviews and customer feedback about your brand, and you need to know what’s being said, especially since these reviews play an important part in the purchasing decisions of other prospective customers. An extraordinary 97% of consumers say that online reviews will influence their decision to buy or not, depending upon what’s been said. Your business simply can’t afford to be in the dark about what people are saying about you; you must track your brand reputation in real-time, and reply to customer feedback in a genuine way.

REVIEWS AREN’T FOR THE REVIEWER, THEY ARE FOR EVERYONE ELSE

Customers are deeply influenced by what other people write online about their shopping, sales and customer service experiences. Whether on a large review site, a social media platform or a niche site, people are talking about brands, brick-and-mortar locations, companies and products. It is vital that businesses listen in on these conversations so they can respond appropriately when necessary.

We all know that where there is internet, there is opinion. That’s why it’s impossible for you to visit every last review site on the internet, chasing down every last review. PlusOne’s powerful platform scans hundreds of sites, including social media platforms, to discover every review and opinion. We even measure your company’s reviews over time, making it simple to monitor and track your progress.

Our sentiment analysis pulls back the curtain, enabling you to see how customers really feel about your business and service. We find keywords that commonly appear in reviews and analyze how often each word is used with a positive or negative connotation. We can also search for specific keywords to better understand overall customer sentiment. This data is then used by marketers to suggest or implement business improvements.

DID YOU KNOW?

• 97% of consumers say that online reviews influence their decision to buy, and 68% of consumers have personally written online reviews of products or services. (Fan and Fuel, 2017; Local Search Association, 2017)
• Over half of people ages 18 to 34 say that online reviews are more trustworthy to them than the opinions of friends and family. (Virayo, 2018)
• Even just one negative review can drive away up to 22% of potential customers, while our or more negative reviews of your business can result in a loss of 70%. (BrightLocal, 2018; Moz, 2015)
• When businesses resolve negative reviews quickly and sensitively, over 95% of unhappy reviewers say they will return to the business to give it another chance. (Virayo, 2018)

RETARGETING / REMARKETING – DISPLAY ADVERTISING

• Nurture your website visitors online, even after they leave your page
• Keep your brand top of mind with prospective customers
• Build awareness through the Google Display Network

Retargeting ads convert window-shoppers into buyers. Retargeting works by keeping track of people who visit your site and displaying your retargeting ads to them as they visit other sites online. Keeping top of mind with customers can increase return visits and conversions.

Retargeting ads allow your business to gain traction and recognition with previous site visitors. Because these ads can be focused on customers who have already had an interaction with your company, they usually have a high click-through rate, and are more likely to end in a desired conversion. Retargeting is effective because it focuses your advertising spend on people who have recently demonstrated interest.

SOCIAL MEDIA MARKETING

• Boost search engine optimization effectiveness
• Engage with existing and prospective customers in real-time to address questions, concerns and feedback
• Gain valuable customer insights

Because it appeared quickly, social media has developed a reputation by some for being a passing marketing interest, and therefore, an unprofitable one. The statistics, however, illustrate a different picture. According to Curalate, 76% of consumers have made an actual purchase of a product or service they’ve previously seen in a social media post. Social media may not be the end-all, be-all revenue driver, but in a day and age where it takes, on average, seven marketing touches for a person to go from prospect to customer, social media can easily account for multiple of those touches. Prospective customers can research your brand, get a feel for your business personality, evangelize your business, and even buy your products…all through social media platforms.

WHY SOCIAL MEDIA ACTIVITY IS CRITICAL TO BUSINESS SUCCESS

Social media platforms provide multiple channels to increase your visibility and value, expanding brand recognition, converting prospective customers, and identifying brand loyalists. Your presence on different social media platforms allows you to be accessible, familiar and recognizable to your consumers, humanizing you, your employees, and your business. People want to talk to people, not businesses, and social media helps create an interpersonal feel with your brand, as well as initiating conversations with customers and prospects that you may never otherwise have had. Every time you post, it’s an opportunity for your audience to engage with your business, and it’s an opportunity for you to learn about your customers and prospects: what they like, what they don’t like and how best you can make them customers for life.

On top of that, every profile you add is another path leading back to your site, and every piece of content on those profiles is another opportunity for a new visitor, strengthening your SEO in a major way. Google and other search engines calculate their rankings using social media presence as a significant factor. Being active on social media tells Google and other search engines that your brand is legitimate, credible and trustworthy. If you want to rank for a set of keywords, social media is a crucial component.
When people want to talk about a product or service, they turn to social media. While they are talking about your brand, they’re increasing your presence online, exposing your brand to a new audience in similar demographics.

LET YOUR SOCIAL MEDIA CHANNELS DO THE MARKETING

PlusOne provides a turnkey solution to support business outreach and awareness across multiple social media platforms. We cover total social media marketing and maintenance, social advertising and insights and community outreach and engagement services, along with digital and creative support for materials required to support these efforts.

GET TO KNOW YOUR TARGET MARKET LIKE YOU NEVER HAVE BEFORE

The PlusOne platform combs hundreds of social media sites for mentions of your brand, a practice called “social listening.” We “listen in” on the conversation with powerful tools that share what people are saying about your business on social sites across the web, whether they’re Tweets, Pins, Facebook or Instagram posts, Snaps, or check-ins. This provides you with information on your customers and prospects like you’ve never had before, enabling you to make decisions and have conversations that are sure to improve business success.

DID YOU KNOW?

• 78.5% of Twitter users have tweeted at a brand specifically, with a question, review or positive or negative feedback, enabling the brand to have a conversation with them in real-time. (Twitter, 2016)
• 78% of American Facebook users have purchased something they learned about on the platform. (Kleiner Perkins, 2018)
• YouTube is the world’s second most popular search engine. (BrandWatch, 2019)
• 93% of users go to Pinterest to plan for purchases, while 50% of users have made a purchase after seeing a Promoted Pin. Pinterest is also the second most popular social network for holiday shopping ideas. (Social Media Week, 2018; Hootsuite, 2018)
• 80% of B2B leads come from LinkedIn. (Business of Apps, 2018)

SEARCH ENGINE OPTIMIZATION / SEO

• Drive website traffic and customers
• Use localized SEO to drive leads and purchases in your neighborhood
• Optimize visibility across platforms – Google, Bing, etc.

Search Engine Optimization, or SEO, is a multi-pronged process that makes sure your website will show up in search results when potential customers search for keywords related to your business.  Prospective customers who begin their online sessions searching for something specifically are automatically higher-quality leads because they are showing an intent to buy by searching in the first place. Search engines like Google, Bing and Yahoo populate their results with sites they consider most relevant to the search terms, and most authoritative in the search category. You cannot buy these results, so it is crucial you have the proper practices in place so that you can show up higher in search rankings.

HOW AND WHY YOU SHOULD WORK TO IMPROVE YOUR SEARCH RANKINGS

Uniquely Valuable Content

The quality of your website content is what makes your website worthy of a search result position. All of your website content, from your About page to your case studies, blogs or product pages, must be valuable to the person who is searching, and must show your professional authority and credibility in your field.   When your content is not only relevant to their search phrases, but also helps to educate them or solve a problem for them, search algorithms will reward it with higher result ranking.

Keyword Targeting

Keyword stuffing is so 2011. These days, each of your website pages must not only mention keywords related to your business, but do so in ways that educate searchers or provide solutions to their problems. This means using keywords properly and in the right places, such as your URL structure, metadata and page titles.

Great User Experience

The way your website is laid out, how quickly it loads or whether it’s easy to find what someone needs can make or break the experience the prospective customer has with your site. Clean and clear navigation, as well as page layouts that make it easy to skim through to find what the searcher needs, are crucial to the success of your pages. Don’t forget mobile: Since 48% of mobile consumers start research with a search engine—some of whom are even in or near your business when they’re conducting a search—making sure that your page loads quickly and is easily readable on a mobile device is critical to your bottom line. Ensuring that your website loads seamlessly across all screen sizes, which is called responsive design, means higher search rankings and increased conversions.

Concerned you don’t know enough about what Google is looking for when ranking your site? PlusOne knows these requirements inside and out; we’ll use a fine-toothed comb to evaluate your page layout, bad redirects, keyword and key phrases, metadata and page load speed before we push your site live.  DID YOU KNOW?

• Google is responsible for 96% of mobile search traffic and 94% of all organic traffic. (Google, 2018; Web Present Solutions, 2017)
• 84% of searchers will not make a purchase on a website that is not secured. (Blue Corona, 2018)
• 72% of consumers who conducted a local search visited a store within five miles, and 50% of local searchers will visit a store within one day. (Wordstream, 2016; Google, 2018)
• Using videos on landing pages increases conversion chances by 86%. (Wordstream, 2018)