Post on 24-May-2020
transcript
2016 DIGITALMARKETING
RENZAGROUP, LLC
W W W . R E N Z A G R O U P . C O M
W W W . R E N Z A G R O U P . C O M
R E N Z A G R O U P ' S D I G I T A L M A R K E T I N GP R A C T I C E F O C U S E S O N D E L I V E R I N G
Q U A N T I F I A B L E R E S U L T S . O U R M E D I AT E A M H A S O V E R 1 5 Y E A R S O F E X P E R I E N C E
I N M A R K E T I N G , S T A R T - U P S , A N D B U S I N E S SD E V E L O P M E N T . C O N S U L T I N G W I T HD I F F E R E N T C L I E N T S O N D I F F E R E N TV E R T I C A L S O V E R T H E Y E A R S , W E ' V E
D I S T I L L E D W H A T W O R K S A N D W E U T I L I Z ET H I S K N O W L E D G E T O D E L I V E R A R E V E N U E -
D R I V I N G M A R K E T I N G S T R A T E G Y .
W W W . R E N Z A G R O U P . C O M
T H E D I G I T A L M A R K E T I N G L A N D S C A P E E V O L V E SO N A D A I L Y B A S I S . O U R O B J E C T I V E I S T O
U T I L I Z E T H E C U R R E N T T E C H N O L O G I E S A N DT E C H N I Q U E S O N A L L O U R C L I E N T S . W E F O C U SO N T W O A R E A S - C O N T E N T D E V E L O P M E N T A N D
C O N T E N T D I S T R I B U T I O N . O U R M O D E L I SD E S I G N E D F O R B O T H B R A N D V A L U E A N D
P E R F O R M A N C E . W E ' V E B E E N S U C C E S S F U L I NT H I S F R O N T B E C A U S E O U R C L I E N T S H A V E
B E E N S U C C E S S F U L A S S H O W N B Y T H E I RG R O W T H R A T E .
L E T ' S W O R K T O G E T H E R A N D T A K E Y O U RB U S I N E S S T O T H E N E X T L E V E L .
"WE DON'T HAVE ACHOICE WHETHER WE
DO SOCIAL MEDIA,THE QUESTION IS
W W W . R E N Z A G R O U P . C O M
E R I K Q U A L M A NA u t h o r o f S o c i a l n o m i c s , D i g i t a l L e a d e r a n d C r i s i s
HOW WELL WE DO IT ."
are more likely topurchase productsfrom brands theyconnect on social
media
H A S B E C O M E A N E S S E N T I A L P A R T O F T H EM A R K E T I N G M I X
SOCIAL MEDIA
W W W . R E N Z A G R O U P . C O M
ofSocial Media
Users
71%of
Marketers
acquired customersfrom Facebook in
2013
52% 46%of
Online Users
count on SocialMedia when makingpurchase decisions
Source: Social Media Today Source: eMarketer Source: Nielsen
M A N A G E M E N T W I T H S T R A T E G Y D E V E L O P M E N T
SOCIAL MEDIA
W W W . R E N Z A G R O U P . C O M
STRATEGY
Reiteration
IMPLEMENTATION MEASUREMENT
A social media strategy lays the foundation on how a brand can effectively interact with itstarget audience through social media. Strategies take into consideration how to best leveragepaid (advertising), owned (branded and original content) and earned (PR) media to accomplish
your brand's goals and objectives
S O C I A L M E D I A S T R A T E G Y D E V E L O P M E N T
PHASE 1
W W W . R E N Z A G R O U P . C O M
RE
SE
AR
CH SOCIAL AUDIT COMPETITIVE AUDIT
ST
RA
TE
GY
STAKEHOLDER AUDIT
Current Social AudienceGrowth & EngagementRatesBest PerformingContent
Competitor ChannelAuditsCompetitor BestPerforming Content
Discuss Needs ofVarious DepartmentsExplore BusinessObjectives
CONTENTSTRATEGY
BRAND VOICE & TONEGUIDELINES
INFLUENCERSTRATEGY
RESPONSEMATRIX
MEASUREMENTSTRATEGY
Channel SpecificBrand CategoriesLifestyleCategoriesBest PracticesPaid MediaStrategy (optional)
Recommendationsfor how the brandshould sound andact
Influencer ListEngagement PlanBlogger OutreachProtocol (optional)
Matrix of FAQ's &QA'sCustomer ServiceProtocol
Goals & ObjectivesStrategy Metrics
C O M M U N I T Y M A N A G E M E N T
PHASE 2A
W W W . R E N Z A G R O U P . C O M
AC
TIV
ITIE
SP
LA
TF
OR
MS
DAY TO DAYMANAGEMENT
Active managementof Social Mediachannels includingcommunityengagement andcontent creation
CUSTOMERSERVICE SUPPORT
INFLUENCEROUTREACH
CRISISMANAGEMENT
REPORTING
Mitigate customerfeedback andcomplaints throughsocial mediaplatforms
Outreach to relevantbrand influences toaccomplishobjectives throughstrategicrelationships
Facilitation ofcommunicationbetween brand andcommunity in the eventof a crisis situation
Monthly orQuarterly reportingandrecommendationsfor campaignoptimization
TWITTER INSTAGRAM PINTEREST
LINKEDIN FOURSQUARE YOUTUBE
P A I D M E D I A M A N A G E M E N T
PHASE 2B
W W W . R E N Z A G R O U P . C O M
AC
TIV
ITIE
SP
LA
TF
OR
MS
CAMPAIGNCREATION
DAY TO DAYMANAGEMENT
REPORTING
Plan and facilitate adcreation forcampaign based onbrand objectives
Manage daily ad bidsand optimization/budgetshifts based on adperformance
Report campaignprogress &outcomes based onKPI's
INSTAGRAMLINKEDIN
P A I D M E D I A M A N A G E M E N T
DIGITAL ADVERTISING PLAN
W W W . R E N Z A G R O U P . C O M
M E D I A P L A N N I N GR E N Z A G R O U P E V A L U A T E S A L L A D V E R T I S I N G O P P O R T U N I T I E S
O N O U R C L I E N T S B E H A L F . W E H A V E R E L A T I O N S H I P S W I T HM A N Y O F T H E T O P A D N E T W O R K S , E X C H A N G E S , T R A D I N G
D E S K S , D S P ' S ( D E M A N D S I D E P L A T F O R M S ) , R T B ' S ( R E A L - T I M EB I D D I N G P L A T F O R M S ) , A N D P U B L I S H E R D I R E C T
O P P O R T U N I T I E S . E A C H C A T E G O R Y O F F E R S D I F F E R E N TB E N E F I T S , W E W I L L F O C U S O N A D U N I T T Y P E , L O C A T I O N ,P U B L I S H E R C O N T E N T , D E M O - T A R G E T I N G ( A G E , G E N D E R ,
G E O , E T C . ) , B E H A V I O R A L T A R G E T I N G ( U S E R H I S T O R Y O F S I T EV I S I T S A N D P U R C H A S E S ) , R E - T A R G E T I N G , C R E A T I V EA B I L I T I E S ( T E X T , R I C H - M E D I A , V I D E O , A N I M A T I O N S ,
G A L L E R I E S , E T C ) A N D P R I C I N G B A S E D O N B R A N D N E E D S
After Banner contentdevelopment is finalized andvendors have been approved,your ad will be placed on the
best sites to reach your targetmarkets and drive intent.
Ad Placements
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01
Millions of views or impressionsof your ad will take place across
the rotating placements,positioning your messaging forengagement, while your site isreceiving branding from thisaudience. Optimizations take
place to drive peak performance.
Ad Impressions02
Banners are clicked by interested users to link toyour lead forms/contact pages. An average CTR is.01-.05% on Display and 1-2% on Mobile/Tablet.
Ad Click
03
PERFORMANCEA D C Y C L E
Prospective clients beginclicking on content and
engaging withforms/products.
Landing PageEngagements
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05
Completed acqusitions aredelivered!
Conversion
06
RenzaGroup and Ad Vendor Traffic teams optimize yourplacements to ensure that your campaign is performingat highest levels, more impressions are positioned forsites/apps where your ads is receiving the strongest
conversions.
Traffic Optimizations andManagement
07
04Landing PageImpressions
Users are directed to theURL you select for each
placement.
REPORTING &ANALYTICS
Deta i led analyt icsare sent over week lyto show your resu l ts .
W W W . R E N Z A G R O U P . C O M
0 8
SEARCH ENGINE ADS
W W W . R E N Z A G R O U P . C O M
GOOGLE ADWORDS
W W W . R E N Z A G R O U P . C O M
G o o g l e i s n o w t h e l a r g e s t A d P u b l i s h e r i n t h e w o r l d a n do f f e r s p r o g r a m s t o r e a c h a n y t a r g e t m a r k e t s b a s e d o n v e r y
s p e c i f i c K e y w o r d S e a r c h e s . T h e a d p l a c e m e n t s h a v eb e c o m e i n c r e a s i n g l y s u c c e s s f u l a n d a r e a g r e a t w a y t o t e s t
v a r i o u s a u d i e n c e s , e v e n a t l o w c o s t s .
R e n z a G r o u p w i l l s e e k h i g h t r a f f i c k e y w o r d s , p e r t a i n i n gd i r e c t l y t o y o u r p r o d u c t , a t l o w c o s t p e r c l i c k . E a c h c l i c k
w i l l b e a v i s i t o r t o y o u r s i t e / l a n d i n g p a g e , a n d w e w i l lo p t i m i z e t r a f f i c t o i n c r e a s e c o n v e r s i o n s . W h i l e S E O , c a n
t a k e 6 - m o n t h s o r l o n g e r t o b e g i n s e e i n g r e s u l t s , S E Ma l l o w s b r a n d s t o s e e i m m e d i a t e t r a f f i c .
NATIVE ADS
W W W . R E N Z A G R O U P . C O M
SPONSORED CONTENT
W W W . R E N Z A G R O U P . C O M
A d v e r t i s i n g t h a t m a t c h e s t h e f o r m a n d f u n c t i o n o f t h ep l a t f o r m u p o n w h i c h i t a p p e a r s . M e a n i n g R e n z a G r o u p c a n
p o s t A r t i c l e H e a d l i n e s o n t o p M e d i a s i t e a n d S e a r c hE n g i n e s ( N e w s S e c t i o n s ) o n a C o s t p e r C l i c k b a s i s . C P C ’ s
c a n r a n g e f r o m $ 0 . 2 0 - $ 0 . 7 5 a n d c l i c k s c a n t a k e v i s i t o r s t oa p r o v i d e d U R L t o l a n d i n g p a g e .
E n g a g i n g u s e r s w i t h c o n t e n t b a s e d a d s i s p r o d u c i n g g r e a tp e r f o r m a n c e f o r a d v e r t i s e r s , s t r o n g a p p r o v a l f r o m
p u b l i s h e r s ( m a n y n o w o f f e r i n g 1 0 - 2 0 % o f a l l c o n t e n t a ss p o n s o r e d p l a c e m e n t s ) , a n d h i g h e n g a g e m e n t f r o m u s e r s .
DISPLAY ADS
W W W . R E N Z A G R O U P . C O M
AUDIENCE BUYING
W W W . R E N Z A G R O U P . C O M
T h e l a r g e s t T r a d i t i o n a l m e d i a p u b l i s h e r s a r e n o w o n l i n e , i na d d i t i o n t o a n e n d l e s s l i s t o f p o p u l a r D i g i t a l O n l y
P u b l i s h e r s , b o t h w i t h l o y a l c o m m u n i t i e s a n d s c a l a b l e d i g i t a la d v e r t i s i n g p l a c e m e n t s . R e n z a G r o u p b u y s a d u n i t s a t a
d i s c o u n t e d r a t e a c r o s s t h o u s a n d s o f s i t e s a t o n c e , w h i l et a r g e t e d v e r y s p e c i f i c a u d i e n c e s . F o r e x a m p l e , w e c a n r u n 2m i l l i o n i m p r e s s i o n s f r o m M 4 8 - 5 4 i n T X , o n H e a l t h A p p s , w h oh a v e p u r c h a s e d L o n g e v i t y p r o d u c t s w i t h i n 3 0 d a y s , a n d o n l y
b e t w e e n 6 - 9 p m .
U n l i k e o t h e r c h a n n e l s , c r e a t i v e d e s i g n e x e c u t i o n s c a n t r u l ys h i n e i n t h e D i s p l a y w o r l d a n d y o u r b r a n d c a n b e a s s o c i a t e d
w i t h t h e t o p p u b l i s h e r s a n d c o n t e n t .
EMAIL OUTREACH
W W W . R E N Z A G R O U P . C O M
AUTOMATED PROSPECTING
W W W . R E N Z A G R O U P . C O M
M a s s e m a i l o u t r e a c h t o s p e c i f i c t a r g e t e d c o n t a c t s , w i t h d a t ap u l l e d f r o m L i n k e d I n . R e n z a G r o u p c a n u s e d a t a t e c h n o l o g y t o
i d e n t i f y a n d r e a c h B u y e r s , P u b l i c i s t s , C E O ’ s , G e n e r a lM a n a g e r s , a n d a n y o t h e r p o s i t i o n a t m o s t c o m p a n i e s , i n m o s t
i n d u s t r i e s . T h e d a t a i s 9 0 % a c c u r a t e a n d i s u s e d t o s e n d ap r o f e s s i o n a l l y w r i t t e n s e r i e s o f 4 - 5 e m a i l s . W a r m l e a d s a r e
s e n t d i r e c t l y t o y o u r B u s i n e s s D e v e l o p m e n t t e a m .
M i n i m u m p r o g r a m s s t a r t a t 1 , 0 0 0 P r o p e c t s p e r m o n t h , f o r 3 +m o n t h s .
INFLUENCERMARKETING
W W W . R E N Z A G R O U P . C O M
INFLUENCER BUYING
W W W . R E N Z A G R O U P . C O M
W e h a v e s e e n g r e a t s u c c e s s f r o mC o n t e n t D i s t r i b u t i o n v i a I n f l u e n c e r s a n d
h a v e b u i l t a p r o g r a m f o c u s e d o ns p e c i f i c a l l y o n f o r m i n g t h e s e
r e l a t i o n s h i p s a n d g e t t i n g t h e b e s t r a t e so n I n f l u e n c e r p o s t s .
First we do our due diligence on direct competitors, brands in similar industries, andcompanies that reach your target markets to get a full analysis of the content theydistribute that produces the strongest responses from Influencers.
P R O C E S S
INFLUENCER BUYING
COMPETITOR CONTENTAUDIT
W W W . R E N Z A G R O U P . C O M
INFLUENCER MAP We make a thorough list of Influencers with a sizable engaged audience that arerelevant to your vertical and target audiences.
OUTREACH RenzaGroup contacts each prospect with a template-based copy requesting ratesand more info on the type of partners they are looking for.
MANAGEMENT Through consistent communication, deals are setup and activated. From therelaunch dates/times are monitored closely, we currently see only 25-35% of postsgoing up on time - so this is a process that can require a great deal of “babysitting”.
RESULTS Once everything has gone live we receive post confimration and document theperformance of each actiavation. We aim to get 1 new influencers per day, with initialbugets and can scale results/time/budget per responsive results
E X A M P L E S
INFLUENCER POST
120 Influencer Posts15,000+ new Instagram followers
46,000,000+ impressions296,217 total engagements
$0.09 Cost per Engagement and$0.54 CPM
W W W . R E N Z A G R O U P . C O M
10 Influencer Posts5,102,000 total network exposure
24,849 total engagements
10 Influencer Posts2,000+ new Instagram followers
2,496,000 total network exposure22,561 total engagement
USE CASES
W W W . R E N Z A G R O U P . C O M
Produced over $1.3M in Capital on Fundable's EquityCrowdfunding Platform
S O L A R P A N E L C O M P A N Y
RAYTON SOLAR
$1.3M
$10K in Ad Spend
W W W . R E N Z A G R O U P . C O M
in 1 week of Influencer Marketing Campaign
U S B / I P H O N E C A R G E R B R A C E L E T
BOLT BRACELETS
$100K
from $60K to over $100K
W W W . R E N Z A G R O U P . C O M
Average order = $60
T E A P R O D U C T S
BUDDHA TEAS
$9 CPA
from $180 CPA to $9 in 4 months(Hit $2.20 CPA on Cyber Monday)
W W W . R E N Z A G R O U P . C O M
RENGIE MENDOZAPRINCIPAL CONSULTANT
W W W . R E N Z A G R O U P . C O M
C O N T A C T
rengie@renzagroup.com323-327-6009