Welcome to Whitehat

Proposal: Aston Rowe

Created: 10th July2013

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.

 

 

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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