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An Introduction To Whitehat
Whitehat: Specialists in Analytics Based Marketing
• Over 30 years experience in technology and marketing
in London & New York
• Core expertise:
Local Marketing / SEO / Reputation
• Comprehensive set of services including Consultancy,
PPC, Local Maps Marketing, Organic SEO, Reputation
Marketing, Video and Social Media promotion
Why Choose Us
• Choosing Whitehat will liberate you from learning the
highly technical skills required to run a local marketing
campaign successfully. You can focus on building and
running your business while we do the job of increasing
your leads and customers through our multi channel
approach.
• We understand your business category and niche and we
know or can quickly determine what strategy will work for
you based on our extensive experience.
• In addition, we undertake regular review and analysis of
the results, allowing the campaign to be refined and
improved over time.
.
Our Understanding of the Brief (Part One)
You explained that Aston Rowe is a growing estate agent, currently based in Acton and
serving the west London areas close by, but now expanding into Shepherds Bush (Brook
Green). The group is looking to gain more business from online search where it has not
been successful in the past.
• You mentioned that that there was an difficulty in getting clients to write reviews
online.
• This was confirmed by our detailed reputation report on which showed only one (poor
review) online.
• You mentioned that the current site was not appearing highly in searches made for
business relevant keywords in your area. In addition many smaller competitors were
being listed in the local search engines and you said that this was causing you to
lose business.
• This was confirmed by our keyword research which indicated that the office was not
appearing for important search terms.
Our Understanding of the Brief (Part Two)
• You agreed that an improvement in the online reputation of the
restaurants would likely improve the number of clients.
• You agreed that an improvement in the local rankings would improve
the chance of the business being found by new customers.
• You agreed that social media was an important factor in the success of
other, similar businesses in this sector and a more systematic approach
was required.
• You agreed that the combination of all of these three things, working
together, would provide the ideal environment to improve revenue and
profits across the group.
Proposed Solution
Build a 5 Star Reputation
People buy from businesses that they trust. Online reviews by real clients is
critical to building the credibility of a business. This is even more true when
dealing with a very widely used service such as an estate agency.
Reputation Marketing
• Register your business on all the relevant review sites
• Capture customer reviews and publish them on their behalf
• Track and manage additional reviews from across the internet
• Filter & display live review feeds on your website
Your reputation ranking will be captured and displayed prominently in
Google search results.
Proposed Solution (continued..)
Local SEO
Local marketing is the most effective way to find new clients. Given
the choice, people prefer to buy from a local business.
Maps Marketing
Local listings, Google+ Maps, are increasingly used by people to
search for products and services in their local vicinity.
58% of businesses list their business address on their website and
only 19% do local citation building.
This means that local promotion will give you and edge over your
competition.
Proposed Solution (Continued..)
Create a Local Buzz Use Social Media to bring in new business
Local Buzz is the optimisation of local listings and maps in
search engines and major sites such as Google Places, Bing
Local, Facebook Places, and Foursquare.
• A fully-optimised local online presence coupled with a strong
local SEO campaign (Maps Marketing) will put you ahead of
your competition.
• Local listings are geographically relevant and more targeted
to customers. And because of this, local listings in Google
Places, Bing Local, Facebook Places and Foursquare gain
more online traffic, check-ins and conversions.
Local search has grown by 144% from 2007 to 2011
comScore Local Search Study 2012
Components Of the Solution
Reputation Marketing (Acton)
• Register your business on all the relevant
review sites
• Capture customer reviews and publish
them on their behalf
• Track and manage additional reviews
from across the internet
• Filter & display live review feeds on your
website
Site Audit
In our initial evaluation we do not believe
that a full site audit is required at this stage.
The website is small enough that the audit
provided within the SEO promotion of the
Maps Marketing component is sufficient.
Local SEO: Maps Marketing
Targeted at the main site
Month 1
• Keyword Research and Local Analysis
• Local Listing Intake and Creation
• SEO Package
o SEO On-Page Optimization
o SEO Off-Page Optimization
• Local On-Page Optimization Package
• On Page Article Optimization
• Video Creation and Optimization
• Image Branding and Optimization
• Coupon Marketing
• Google+ On-Page Optimization Package
Month 2 & Ongoing
• Research and Analysis
• Content Generation & Optimization
• Off-Page Link Building
• Directory (Citation) Building
• Monthly Reporting and Auditing
• Coupon Package
Option 1: Local Buzz
Mix of Social Platforms, Local Directories
Month 1
• Local Places Research
• Business Information Intake
Emails & Logo
• Local Business Directories
• Image Creation, Optimisation & Publication
• Promotions
• Reporting & Audit
Month 2 & Ongoing
• Custom citation building
• Promotions
• Local Mobile “Check – In”
• Promotion & Event Social Updates
• Reporting & Audit
Option 2: Social Media: Facebook
Facebook Profile Marketing
• Facebook Profile Updates
• Backlink Building from Profile Updates
• Facebook Commenting and Discussion
• Backlink Building from Comments
• Facebook Groups Joined
• Facebook Friend Acquisition
Facebook Page Marketing
• Facebook Page Updates
• Backlink Building from Page Updates
• Photo Updates
Costs
Campaign Name: Aston Rowe Acton
Service Month 1 Month 2 / Ongoing
Reputation Marketing £500 £400
Local SEO (Maps Marketing) £500 £300
Rep + Maps (Joint Discount) £800 £600
Options
Local Buzz (Intermediate) £350 £350
Facebook Marketing (small) £260 £260
Recommended Solution
Rep + Maps (Joint Discount) £800 £600
Local Buzz (Intermediate) £350 £350
Options
Social Media Promotion
Most of the services listed have some element of Social Media Promotion. However Whitehat are able to
provide a full service social media service to manage all aspects of social media. This includes:
Facebook, Twitter, LinkedIn, Google+, YouTube & Pinterest. We also provide combined Social media
packages that pull together groups of social media promotions. The Local Buzz option provides a mix of
social media and local directory promotion which works well for local businesses and is recommended to
complement the Local SEO involved in the Maps Marketing. If you want to take this further, you could
look at Facebook etc. We have provided a quote for a low level Facebook promotion.
Video Reviews
Whitehat are able to provide a video review services where we interview clients and post their reviews
online.
Costing for all these services are available on request.
Next Steps
Questions?
• Address any questions or issues raised by the proposal.
• Produce supporting contract
• Contract to be signed
• Invoices Sent / Paid
• Project Start
• Data collection
• Setup Company On Whitehat Systems
• Agree timescales for reviews
Whitehat looks forward to working with Aston Rowe to help them build a 5 star reputation
and help drive the expansion of the business.
Whitehat 2013Analytically driven, professional
Internet marketing projects, working
with our clients to deliver a strong
ROI