Modern SBC

Modern SBC 118 Dickerson Rd,

North Wales, PA 19454

Client Report

December 7, 2015

Adrienne Gervasio, Karly Centanni, Camille Marquet, Margot Nerguisian

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Table of content Executive summary 3 Client background 4 Client presentation 5 Appendix 43

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Executive Summary This report describes the digital marketing work our consulting team at 5th Floor Analytics has completed for Modern SBC. Goals: Our goals were to create brand awareness and service information for Modern SBC by driving traffic to the company website and increasing the company’s presence on social media. To obtain our goals, we created a Google AdWords campaign, an email marketing campaign, a social media plan (which we partially implemented for the company), and used Search Engine Optimization (SEO). Google Adwords: Our goals was to drive traffic to website, increase company’s visibility, as brand awareness. Four campaigns was created to promote four different products of Modern SBC. We modified our keywords and budget along 10 to 15 days period. We obtained great results for two of the campaigns with lots of impressions and clicks with a low CTR. Email Marketing: Our goals with the email marketing campaign were to increase exposure to the business’s website and blog, increase subscriptions to the mailing list, and encourage more downloads of free online eBook. Weekly emails were sent out for three weeks, while we collected information about open rates, as well as click through and bounce rates. Moving forward, we suggest that the company strive for better results with its email marketing campaign by working to improve its open rates and click rates on emails. Social Media Implementation: We used a social media scheduling tool called Meet Edgar to schedule posts of blog content to the company’s Twitter and LinkedIn.

Twitter: Scheduled three tweets per day featuring blog posts from the website using short links, images, and Hashtag. LinkedIn: Scheduled one post per day featuring blog posts from the website using a LinkedIn preview. LinkedIn was the more successful of the two social media platform implementations, leading to a large increase in relevant website traffic.

Social Media Plan: We have built a social media schedule for a two-months period in accordance to Modern SBC’s needs and capabilities to implement it. Prior to establishing propositions, we had realized a social media audit in order to be aware of our client current use of social media. We also conducted a competitor analysis that helped us to understand how branding agencies use social media, as to set goals for our client. An Hashtag analysis has been conducted to give our client a tool to be relevant when posting on Twitter, and Facebook. SEO: We wanted to make sure the company is easily searchable on a search engine, such as Google. To implement SEO, we have utilized a WordPress Plugin called All In One SEO Pack which allows us to add appropriate keywords, meta-descriptions and SEO titles to each page and blog post on the website. This was successful as Modern SBC is on the first page of results when searching relevant keywords in Google.

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Client Background Modern SBC is a B2B company in the Greater Philadelphia area specializing in Branding, Graphic Design, Identity-forming, Brand Story, Website Design and Development, Web Content, Print Collateral and Publication, Naming, and Taglines for small and large businesses. They serve a large variety of industries including Science and Engineering, Health and Medicine, Professional Services, Technology, Consumer Brands and Retail Products, Education, Non-Profits, Arts and Culture, and Media/Publications/Marketing. This award-winning company uses a strategic process when providing all of their services which includes assessing their clients’ needs, clarifying the information and explaining it to their client, designing their brand-centered service, building and implementing the plan, launching the final product and then nurturing their work and maintaining it for the client. The client has an excellent client base and a successful and meticulous strategy, but lacks success in their digital marketing. A quick overview of the client’s current digital marketing aspects reveal that they could use some guidance. The client is not currently using any paid search to market themselves online. This would be useful to them as it can be targeted towards customers who are specifically looking for the services that they provide and in the area in which they provide them. A Google AdWords campaign would be beneficial to the client in reaching their target market and creating more relevant traffic on their website. Modern SBC does not have a currently active email marketing campaign in place to keep themselves relevant and to provide news, updates, promotions, etc. to the people who have signed up to receive emails from the company. A weekly newsletter would be beneficial in keeping in contact with the customer base who is currently on their email list, and driving traffic to the website. The client has not been utilizing an SEO plugin that is currently installed on their WordPress website. It would be smart for the company to utilize this because utilization of keywords, meta-descriptions, and SEO titles will make their website optimized for search engines. Modern SBC has not been maximizing the benefits of social media marketing. The current social media sites that they have are Facebook, Twitter, Linkedin, and Google +. None of those sites are currently using any aspects of social media marketing, which is a great way to build brand awareness and drive traffic to the company website.

Digital consultingClient: Modern SBCMonday 7, December Adrienne GervasioKarly CentanniCamille MarquetMargot Nerguisian

Outline

Objectives

Google AdWords Campaign

SEO

Newsletter

Social media marketing strategy

Summary

See appendix 1: some actions are not presented on the presentation.

Modern SBCBranding design agency

Objectives• Increase website traffic by utilizing SEO,

social media, email marketing, & paidsearch

• Increase overall web presence• Reach the target market for branding &

strategic communications

Target Consumers

Require Branding in order to Be Successful

Business Diverse and Culture Rich Philadelphia is Home to All of These Markets

Google AdWords:

We implemented our goals depending on company’swants. Our goals was:

• Drive traffic to website• Increase company’s visibility• Increase brand awareness• Use different type of campaign based on different

services to know which one work the best• Wanted at least 20 clicks per campaign

• For the ads target, Modern SBC wanted to attractmore customers on Philadelphia Area

Goals

Google AdWordsCampaign #1

Campaign #3

Top Keywords Clicks

Design 10

Web Design Company 5

Website development 4

Top Keywords Clicks

Branding 14

Brand Development 5

Strategy Branding 3

Campaign #1

Google AdWords

• Created on October 23rd

Web Design & DevelopmentCreate your websiteWith design thinkers and brand builwww.modernsbc.com

• Spelling mistake

• Changed on October 30th

Web Design & DevelopmentCreate your websiteWith design thinkerswww.modernsbc.com

¾ Served to promote web design &development services

¾ The one with the least resultWhy?

- Low budget : only $10/day- Spelling mistake during one week- Wrong choice of keywords

http://www.modernsbc.com/


Campaign #1

Google AdWordsKeywords Used Max. CPC

Number of Clicks

Cost

Web design Company $6.53 4

Website development $5.87 4

Company logo design $2.50 1

Website design $5.29 0

Web design service $5.68 0

Web design firms $5.73 0

Website developers $6.60 0

Website development companies

$5.78 0

Design $7.16 10

Web design firm $5.46 0

Web development agency $3.78 0

Branding design $3.63 0

Best web designs firms $5.13

TOTAL 19 $24.54

Results:

• As you can see, only four keywords worked for this campaign.

• The budget for CPC was enough

• People have not typed all the keywords for this type of campaign

Campaign #3

Google AdWords

o Created on October 29rd

Wbdesign + BrandingLooking to build your brand?Build your name with uswww.modernsbc.com

� Spelling mistake� Changed on October 30th

Webdesign + BrandingLooking to build your brand?Build your name with uswww.modernsbc.com

¾ Served to promote web design &branding services

¾ The second one with the least resultWhy?

- Low budget : only $10/day- Spelling mistake during one day- Wrong choice of keywords- Use of too many keywords



Campaign #3

Google AdWords

Keywords Used Max. CPC

Numberof Clicks

Cost

Branding $0.94 15 $11.61

Brand development $3.00 5 $12.03

Strategy branding $1.54 3 $4.16

Build your name $2.75 3 $7.21

TOTAL 26 $35.33

Results:

• Branding was the best keyword

• The budget for CPC was enough

Comparison with the Campaign #1:

• Less keywords than the previous campaign

• Worked better than campaign #1

• Same budget than campaign #1


Campaign #4Top Keywords Clicks

Print 57

Publication 24

Messaging 13

Top Keywords Clicks

Branding 12

Graphic Design 10

Campaign #2

Google AdWords

Created on October 29rd

Modern Branding ServicesStrategic Branding done by expertsBrand story. Graphics. Web designwww.modernsbc.com

¾ Served to promote branding and web design services

¾ The second one with the most resultWhy?

- High budget : only $20/day- Use of only few keywords- Stopped earlier wrong keywords- Changed bid price more times than

Campaign #1 & Campaign #3


http://www.modernsbc.com

Campaign #2

Google AdWords


Numberof Clicks

Cost

Graphic Design $3.99 12

web development $5.82 2

Content strategy $5.76 0

Strategic branding agency $3.14 0

TOTAL 26 $58.79

Results:

¾ As you can see, only two keywords worked for this campaign.

¾ The budget for CPC was enough

¾ The word strategy was not useful for this campaign

¾ Graphic design was used the most


• Created on October 29rd

Print/publicationPrint your tangible, tacticle andthe most personal paperwww.modernsbc.com

¾ Served to promote print and publications services

¾ The campaign with the most resultWhy?

- High budget : only $2/day- Use of only few keywords- Stopped wrong keywords- Changed bid price more times

than Campaign #1 & Campaign #3

- Trial of different keywords many times

http://www.modernsbc.com



Numberof Clicks

Cost

Print $3.99 12

Publication $5.82 2

Messaging $5.76 0

publication $3.14 0

print

copywriting

TOTAL 187 $98.32

Results:

¾ Did not promote the same product

¾ The budget for CPC was enough

¾ The word strategy was not useful for this campaign

¾ Graphic design was used the most

Google AdWords

Campaign Budget/ Day Clicks Imp CTR Avg CPC Cost Avg

Pos

1 $10 19 3,099 0.61% $1.29 $24.54 3.5

2 $20 23 10,191 0.23% $2.24 $51.62 4.8

3 $10 26 6,301 0.41% $1.22 $31.71 3.7

4 $25 187 58,297 0.32% $0.53 $98.32 1.8

TOTAL 255 $206.39

Campaign 1 created October 23rd

Campaign 2, 3 & 4 created on October 29th

Paused on November 10th

Google AdWords

0

10

20

30

40

50

60

Tues 27 Wed 28 Thurs 29 Frid 30 Sat 31 Sun 1st Mon 2 Tues 3 Wed 4 Thurs 5 Fri 6 Sat 7 Sun 8 Mon 9

Campaign 1 Campaign 2 Campaign 3 Campaign 4

• The graph represents the number of clicks during the period of each ads

• Reminder: Campaign #1 began earlier than the 3 others

• As you can see, Campaign #4 worked very well regarding the others

• The others campaign have almost the same line. – It is because every time that I changed one of these campaigns it was on the same

time and I did almost the same changes. – But, I did not make each budget the same and I the keywords were not same

Google AdWords

Google AdWordsACTIONS• Change of budget at least 3 times per week

– Enhancing bid to maximize conversions• Change of keywords

– Added keywords– Added negative keywords– Stopped some keywords

RESULTS• Invested in Campaign#4 more than othersÆBetter performance in clicks

RECOMMENDATIONS

• I would recommend the company to continue using Google Adwords to increase visibility and brand awareness by using different campaigns daily depending on the product that they want to promote or bring more consumers.

• They should change their budget and using different keywords multiple time per week for each campaigns depending on their results. Google Adwords has a great customer service for advices.

• As the company has not experience in Googl Adwords I would recommend to read articles and books about Google Adwords to be successful such as The Small Business Guide to Getting Started with Google Adwords written by Julien Cloetin October 2015.

Google AdWords

GoalsSEO

• Increase website rank in search engines so the site is higher up on the list in search results

• This ultimately leads to more website traffic from organic search

• Utilize keywords in pages & blogs to drive relevant traffic

SEO

• Utilized WordPress’s All In One SEO Pack to attach effective SEO Title, Meta-Descriptions, & Keywords to website pages and blog posts

• Used focus keywords which:– Were proven successful in search– Were in first 100-200 words of page/blog content if

applicable

• Used keywords such as Philadelphia branding, Philadelphia marketing, Philadelphia branding workshop, small business branding

SEO Follow up Plan

• Continue utilizing All In One SEO Pack for future pages added & blog posts using relevant keywords

• Utilize keyword finder using AdWords or SEM Rush

• Rename all images on site utilizing relevant keywords (ex. Philadelphia-branding-workshop)

Newsletter

Goals• Exposure to business and blog• Increase subscribers to mailing list• Use free eBook to gain subscribers

• Utilized Constant Contact email marketing• Weekly email newsletters

ACTIONS

ResultsDate Released Opens Clicks CTR Bounces

10/12/15 413 10 2.42% 186

10/20/15 344 13 3.78% 189

10/27/15 379 13 3.43% 190

Campaign #2: Visibility was most successful

Moving Forward• How to increase open rates?

– Brief and intriguing subject lines– Send on different days and time– Then compare rates

• How to increase click through rates?– Make sure call to action is clear and compelling– Inform visitor WHY they should respond to CTA– Link images, important phrases, pictures, etc.

Challenge: small business – lack of timeIncrease brand awareness

Customer acquisition

Customer retention - create relationship

Lead website traffic

Goals

Social Media Marketing Strategy

Social Media Marketing Strategy

1. SoMe audit

2. Competitors

3. Hashtag analysis

4. Editorial calendar (Jan-Feb 2016)

See appendix 2: Social Media Marketing Proposition

What we found...

Using the right social media…B2B usage of social media

With the right word

Source: hashtagify.me2014 B2B Content Marketing Trends—North America: Content Marketing Institute

Social Media: SCHEDULEProposition 1


Theme of the week

Two posts / week

Link to the article

Content

Post 1 each Tuesday: referring to a Modern SBC blog’s article

Picture + short sentence showing current work

Scheduled social media posts for two accounts using Meet Edgar3 Twitter posts per day1 LinkedIn post per day


Photo Æ drive 313% more engagement

Important to utilize a shortlinkaccount for twitter posts because:• Twitter only allows 140

characters or less• More space for text, photo, &

hashtags


LinkedIn posts requireonly a short link for thein Meet Edgar so that aclickable preview ofthe page/blog post isshown on Linked In




These results are from the time period that our Linked In social media campaign ran. The results were exemplary :• 80% of traffic from Linked In were new sessions• Bounce rate of 17.15% from Linked In traffic• Average pages per session from Linked In traffic was 5 pages

LinkedIn proved to be an important and effect tool for Modern SBC, more so than Twitter.

Summary

Increase website traffic byutilizing SEO, social media,email marketing, & paid search

Objectives

Increase overall web presence

Reach the target market forbranding & strategiccommunications

Social media marketing plan

Successful GoogleAdWordscampaign

Results

We compared a time period of a two week time period chosen prior toour consulting work and compared them to the analytics on your siteduring our digital marketing campaigns. The results were fantastic.

Total SessionsBefore: 134 sessionsDuring: Over 700 sessions

New Sessions:Before: 85.82% of users were new to Modern SBC’s siteDuring: 93.52% of users were new to Modern SBC’s site

Final Result: Success!

Bounce Rate:Before: 67.16% of users who went onto your site clicked off immediatelyDuring: 21.08% of users who went onto your site clicked off immediatelyWhen users click off quickly, they were not your target market. When bounce rate is lower, you are most likely reaching more users who are in your target market

Pages Per Session:Before: Average of 2.22 pages were viewed per sessionDuring: Average of 2.63 pages were viewed per sessionMore pages viewed means they are your target market

Final Result: Success!

#Thank you!

Appendix

Appendix 1: Website Tweak #1

• Modern SBC did not have a clear way of getting to their blog, which has a good amount of content. To make the blog in much clearer view, we added a link as a dropdown under “insights” on the navigation bar which we named, “Blog”:

Appendix 1: Website Tweak #2

Modern SBC’s website did not contain working links to their social media sites. The proper icons were located on the navigation bar but did not take you to the social media sites. We fixed this issue, linking all of the proper sites to each icon.

Appendix 2

Social Media Marketing Plan Client Modern SBC

Set objectives…

� Identify which social medias fit the best to our goals � Identify tools to quantify Modern SBC social media presence

… and goals

� Retain more client � Generate more leads

Social media audit

Social network URL to profile Mission statement Branding

check

https://www.facebook.com/ModernStrategicBrandingCommunications?fref=ts

- Brand awareness -

https://twitter.com/ModernSBC

- Brand awareness

-

https://www.linkedin.com/company/modern-strategic-branding---communications

- Brand awareness - Customer acquisition - Customer retention

OK

https://plus.google.com/117048570210021551175/about

- Brand awareness - Lead website traffic

OK

Potential improvements Regarding Modern SBC current presence on social media, we suggest the company to focus on three media: Facebook, Twitter, and LinkedIn.

- Google + profile should be conserve as a digital business card, leading traffic to the website.

o Using google analytics to identify website traffic sources. Conscious of the challenges associated with a small business, and to improve social media efficiency of our client, we suggest to increase activity on Facebook, Twitter and LinkedIn. See our editorial calendar proposition for January and February. We tried to think a calendar with weekly posts, without asking Modern SBC team to work hours on writing original posts.












Competitors We have decided to look at what others do on social media in order to think a differentiation social media strategy. From Modern SBC LinkedIn page, we look at “PEOPLE ALSO VIEWED”:

LinkedIn Facebook Twitter

Instagram Others followers What they do? Likes What they do? followers What they do?

11- 50 employees

At Media 473 3 394

Daily posts: articles, and everyday life at the office

2 028 76 tweets / month

2,081 followers 317 posts -

20nine 1 222 Posting articles + Recruitment 751 1 120 396 followers

171 posts -

1-10 employees

SWELL, LLC 61 223 390 -

Letter27 55 Inactive 235 -

Hypno Design 41 Inactive 266 4/month 82 3/month

Blog Google+: 12,213 views

Push 10 413

Average of 3 posts a week: articles related to business

347 Daily posts: articles + office life

897 Average of 1 tweet a day -

Paragraph Inc 194 Inactive 387

3 / month Related to Philadelphia / everyday life at the office

458

Almost daily work in progress, linked to FB's articles

Instagram: "life at the office" - sharing their work, activities

Tumblr (used as blog)

Comparing Modern SBC to similar branding agency, and having a look at two larger ones, we strongly believe that Modern SBC can easily improve its social media presence. According to a study realized by the Content Marketing Institute: LinkedIn, Twitter, and Facebook are the three main social media platforms used by B2B content marketers to distribute content.

Hashtag analysis: Using the website hashtagify.me, we realized a list of key hashtag related to Modern SBC’s business that could be used for Twitter and Facebook posts:

Related to: hashtag Correlation (%)

#brandimage #status 33,8

#brandimage #likes 33,8

#marketingstrategy #marketing 32,7

#logo #design 23,1

#smallbusiness #entrepreneur 17,6

#design #art 11,4

#marketing #business 10,9

#marketing #socialmedia 10,5

#smallbusiness #business 10,5

#smallbusiness #setting4success 8,9

#smallbusiness #marketing 7,8

#marketingstrategy #socialmedia 7,5

#logo #branding 7,1

#marketingstrategy #website 6,8

#marketing #SEO 6,7

#brandimage #marketing 5,9

#logo #graphicdesign 5,9

#marketing #sales 5,8

#marketing #entrepreneur 5,6

#marketingstrategy #SEO 5,2

#marketingstrategy #socialmediamarketing 4,9

#logo #logodesign 4,5

#brandimage #logo 4,4

#brandimage #advertising 4,4

#logo #brand 4,1

#marketingstrategy #smallbusiness 4

#marketing #branding 3,8

#design #webdesign 3,7

#design #home 3

#logo #website 3

#brandimage #graphicdesign 2,9

#brandimage #brand 2,9

Social media editorial calendar – 2 months projection

Modern SBC

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