Digital Marketing Services DOMINATE YOUR MARKET ONLINE · CONVERSION ADVANTAGE® DOMINATE YOUR...

CONVERSION ADVANTAGE®

DOMINATE YOUR MARKET ONLINE

Digital Marketing Services

© 2 0 1 8 C O N V E R S I O N A D V A N T A G E / A L L R I G H T S R E S E R V E D*Conversion Advantage reserves the right to change its pricing at any given time. In no way does it offer any form of performance guarantees to any client. This is dependent on multiple external factors we can’t control.

C O N V E R S I O N A D V A N T A G E ® © 2 0 1 8 C O N V E R S I O N A D V A N T A G E / A L L R I G H T S R E S E R V E D

WHO WE AREOUR SERVICES HAVE BEENUSED BY BRANDS ACROSS THE UK, AUS & RSALeading marketing strategist Dante Botha startedConversion Advantage in 2012 with the vision to growthis independent digital marketing agency into one ofthe leading agencies across the globe.

Conversion Advantage is an agency born out of theoptimal combination of data and creativity. Throughthe effective implementation of high-quality, creativedigital marketing campaigns that provide actualresults, Conversion Advantage has serviced a long listof clients locally, here in South Africa, and in the UnitedKingdom, Australia and New Zealand.

We love to help companies grow by helping themincrease their leads and sales with digital marketing.We firmly believe that the future is online, and wewant to help businesses to dominate their markets ondigital platforms.

We are continually growing and are committed to anethos of continuous learning. This has enabled us tocontinually produce outstanding results for our clients.


M E E T O U R T E A M O F S P E C I A L I S T D I G I T A L M A R K E T E R S

1 2 / 2 0 1 8

Karlyne ZovitskyDIGITAL STRATEGIST

Justin SandlerHEAD OF PAID MEDIA

Ruan SmitHEAD OF SEO

Martin KrugelDESIGN DIRECTOR

Nick ThomsonBUSINESS DEVELOPMENT DIRECTOR

Rhys KrohnJUNIOR DIGITAL STRATEGIST

Chanté TaljaardJUNIOR CAMPAIGN MANAGER

Donovan OliverosJUNIOR SEARCH ANALYST

Tracey-Lee PollardGENERAL MANAGER Francois Gelderblom

SENIOR DESIGNERRentia vd WaltBUSINESS DEVELOPMENT MANAGER

Alex WillisACCOUNT DIRECTOR

Michelle JordaanACCOUNT MANAGER

Wilmé FourieTRAFFIC MANAGER

Shaakir GaffoorACCOUNT MANAGER

Adrienne MosesPERSONAL ASSISTANT

Tania du PlessisSOCIAL & PR

Rouxmandi v HeerdenJUNIOR SEARCH SPECIALIST

Chrismari van NiekerkDESIGNER

Petri LouwDESIGNER

MpumezaOFFICE CLEANER

Thinus v RensburgGROUP ACCOUNT DIRECTOR

Danté BothaSTRATEGIC DIRECTOR

With a wealth of experience in our team, we generate thousands of leads and sales for our clients every month.


OUR 5-STEP DIGITAL MARKETING MASTERY PROCESS

Create abrand that stands out

Advertise Online

Build your Online

Community

Create a performing website to drive sales and leads

Rank on Google

0102

0304

05

1. CREATE A BRAND THAT STANDS OUT

Branding Services


© 2 0 1 8 C O N V E R S I O N A D V A N T A G E / A L L R I G H T S R E S E R V E D


V

Your Business Can Benefit From Branding When…

YOURMARKETING IS

NOT ATTRACTING THE RIGHT TYPE OF CUSTOMER

YOU’RE LOSING MARKET SHARE

YOUR MARKETING

EFFORTS ARE INCONSISTENT WHICH CAUSES

CUSTOMER CONFUSION

YOU’RE NOT GETTING ANY REFERRALS

YOU WANT TO INCREASE THE PERCEIVED VALUE OF YOUR BUSINESS

YOUR BRANDING HAS BECOME OUTDATED

YOU WANT TO SELL YOUR

BUSINESS

YOU WANT TO SCALE

YOUR BUSINESS TO THE NEXT LEVEL

BIGGER COMPETITORS ARE OUTPLAYING YOU

YOU WANT TOTURN YOUR

BUSINESS INTOA FRANCHISE

YOU WANT TO GROW YOUR BUSINESS

YOU’RE STRUGGLING TO

WIN NEW CLIENTS

YOU WANT TO INTRODUCE NEW PRODUCTS AND SERVICES TO THE MARKET


O U R 3 - S T E P P R O C E S S T O R E V O L U T I O N I S E Y O U R B R A N D

Based on our research of 120 leading brands, we have identified the key elements needed to create a strong and effective brand with a competitive edge. if executed in the right way, you can differentiate your brand in the marketplace and stand out among your competitors.

STEP 1: Set your positioning strategy

Set up the building blocks of your brand with a positioning strategy that defines: your premise, your target audience, your slogan, your brand tone of voice and your advertising angles.

STEP 2: Design your brand identity

Bring your brand to life with a beautifully executed brand identity that includes your logo type, colourpalette, font combination and imagery.

STEP 3: Roll out your brand

Create your brand style guide and roll out the new branding across your website, marketing assets plus your social media channels.

S T E P 1 :T A I L O R E D B R A N D

P O S I T I O N I N G S T R A T E G Y

S T E P 2 :B R A N D I D E N T I T Y

D E S I G N

S T E P 3 :B R A N D R O L L O U T

Workshop

Positioning Strategy

Website

Social Media

Email Signature

Business Cards

Concept Visualisation

Logo Design

Stationery Vehicle Branding Brochure

Advertising Materials ETC.

Typography Colour Palette

Type of Logo Imagery Look & Feel

Define Brand Premise Target Audience Analysis

Create Slogan Advertising Angle Selection

Brand Style Guide


case studies

© 2 0 1 8 C O N V E R S I O N A D V A N T A G EA L L R I G H T S R E S E R V E D

C O N V E R S I O N A D V A N T A G E ®

N A V I C L E

B 2 B B R A N D R E D E S I G NT O I N T R O D U C E N E W P R O F E S S I O N A L S E R V I C E SWho is the client?

Navicle is a successful independent consulting business who wanted to rebrand their online identity to communicate their new positioning and services.

Who is the brand’s target audience?

The target audience consists of large organisation executives including: Head of Supplies, Chief Information Officers and Oracle Technicians.

What did we do?

In a 4-hour workshop with Navicle, we established a strategy, determining a new direction for the brand. This included a new logo type, colours, imagery and font combinations. Based on the workshop results, we created a new brand positioning strategy and style guide. This was rolled out across social media channels, marketing assets and the website.

ASSETS CREATED: Brand Positioning Strategy, Brand Style Guide, New Logo, Website, Marketing Assets (business cards, letterheads, presentation templates & email signatures)



B E A N I N L O V E

S T A N D O U T I NA S A T U R A T E DM A R K E T P L A C E

Who is the client?

Bean in love is a well-established business who wanted to refresh their image to increase market share in a competitive category.


The target audience consists of coffee enthusiasts and clientele who appreciate premium drinks, food and products.

What did we do?

A strategy was set up to re-position them as a premium brand. We created a new brand identity logo to communicate their new positioning and boost their brand appeal in a competitive market place.

ASSETS CREATED:Brand Identity, Logo and Website



L U S C O M B E & C O

R E B R A N D T O G R O W T H E B U S I N E S S & S T A N D O U T F R O M C O M P E T I T O R S

Who is the client?

Luscombe & Co is a leading property letting agency in Newport, Wales, who wanted to add sales to their offering and stand out from competitors.


The primary target audience consists of wealthy investors who buy properties and let them to tenants

What did we do?

We created a bold brand that is recognisable and stands out. The objective was to design the brand in such a way that the client could franchise or scale his business in the future.

ASSETS CREATED:Logo, Business Cards, Email Signatures, Letterheads, Branding Guide and Website Design



T H R I V E W O R K S P A C E

L A U N C H A N E W B U S I N E S S T O A P P E A L T O A N I C H E T A R G E T A U D I E N C E

Who is the client?

Thrive Workspace is a premium shared workspace for business professionals.


The target audience consists of successful business owners looking for a premium shared workspace.

What did we do?

We leveraged key insights from our research of 120 brands. Our team incorporated: premium colourcombinations, fonts and imagery to portray the new brand. We created four different logos, each with their own conceptual design treatment. Thereafter, a style guide for the brand was rolled out across the new website based on the specifications chosen by client.

ASSETS CREATED:Logo, Corporate Identity and Website Design



C A P E O R G A N I C S

S H O W C O M P E T I T I V E D I F F E R E N C E T H R O U G H D E S I G N

Who is the client?

Cape Organics wanted a brand that stands out from competitors through premium design.


The target audience consists of health conscious individuals, who are informed and looking for organic products to fit their lifestyle.

What did we do?

We leveraged key insights from our research of 120 brands and implemented premium colourcombinations, fonts and imagery to portray the new logo and enable it to stand out from competitors.

ASSETS CREATED:Product Branding


our services & pricing



1 . T A I L O R E D B R A N D P O S I T I O N I N G S T R A T E G Y

W H A T W I L L Y O U G E T ?

A 4-hour workshop

We will analyse and define your brand positioning strategy in our 4-hour workshop. The workshop includes your brand premise, a target audience profile, slogan, tone of voice and advertising angles. We will help you select the correct logo type, colourpalette, font combination and imagery.

New brand strategy overview

You will get a brand strategy that includes the new positioning and branding elements .i.e. logo, colour, typography, fonts, and imagery.

This document will contain the outputof the workshop.

W O R K S H O P B R A N D S T R A T E G Y O V E R V I E W

PRICE(plus VAT)

B R A N DS T R A T E G Y

B R A N D S T R A T E G Y + 4 - H O U R W O R K S H O P

R20,000 R25,000

Select font combination

Select logo type

Select imagery combination

Select colour combination



2 . B R A N DI D E N T I T Y D E S I G N


3 x Logo Identity Designs

Get 3 professionally designed logos that communicate who you are as a brand.

Conceptual Design examples

See your designs come to life through visual conceptualisation.

1 x round of revisions at no cost

Only 1 round of revisions is included and any more after that will be billed separately.

Concept 1 Concept 2 Concept 3

PRICE(plus VAT)

3 X L O G O D E S I G N S

R15,000



3 . B R A N D G U I D E L I N E SW H A T W I L L Y O U G E T ?

Brand Style Guide

We will create a brand style guide that communicates your identity as a brand. This will help maintain consistency throughout your brand and will prove helpful when scaling business.

PRICE(plus VAT)

1 - 5P A G E S

6 - 1 5P A G E S

1 6 - 3 0P A G E S

R10k R15k R100k



4 . B R A N D R O L L O U T


Professional Website

Get a beautifully designed website that is optimised to answer all your business objectives, (sales, leads or engagement). This includes UX (wireframing), copy, imagery selection, design and development.

Set up social media pages

We will set up all social media pages with the same business name, imagery, logo and description to ensure your online brand identity stays consistent throughout.

Get your marketing assets in place

We will choose from and design the needed marketing assets for your business. This can include business cards, a corporate email signature or stationery.

Professional Website Marketing AssetsSocial Media Pages

Facebook Page

LinkedIn Page

Twitter Page

Instagram Page

Business Card

Email Signature

Product Label

PRICE(plus VAT)

1 P A G E W E B S I T E

1 - 1 5P A G E S

6 - 3 0P A G E S

3 1 - 6 0P A G E S

R15k R80k R160k R380k

PRICE(plus VAT)

3B A N N E R S

5B A N N E R S

7B A N N E R S

R2,025 R3,375 R4,725

PRICE(plus VAT)

DEPENDING ON THE AMOUNT OF ASSETS

REQUIRED



CREATE A PERFORMING WEBSITE TO DRIVE SALES AND LEADS

Web Design Services


V

Your Business Can Benefit From Web Design When…

YOU WANT TO PROMOTE YOUR PRODUCTS AND SERVICES TO THE WORLD

YOU WANT TO GROW YOUR BUSINESS

YOU WANT TO ADVERTISE ONLINE

YOU WANTTO SELL PRODUCTS ONLINE

YOU WANT TO EDUCATE

CUSTOMERS ON HOW YOU CAN HELP THEM

YOU’RE NOT GETTING ANY REFERRALS

YOU’RENOT

GETTING LEADS

FROM THE WEB

YOU WANT TO INTRODUCE NEW PRODUCTSAND SERVICES TO THE MARKET

YOU WANT TO PROVIDE ONLINE

CUSTOMER SERVICE

YOU WANT TO

SELL YOUR BUSINESS

YOUWANT TO AUTOMATE

YOUR BUSINESS

BIGGER COMPETITORS ARE OUTPLAYING YOU

YOU WANT TO TURN YOUR

BUSINESS INTOA FRANCHISE

CUSTOMERSCAN’T

FIND YOU

WHY



S T E P 2 :C R E A T E A S I T E M A P

& W I R E F R A M E S

S T E P 3 :D E S I G N C O R E

P A G E S

1 DAY 1-7 DAYS 10 DAYS

S T E P 1 :S E T W E B S I T E

G O A L S

CONTINUES ON NEXT SLIDE

Mobile & DesktopSitemap

About Us

Service / Product Landing

Home

Blog Landing

Contact Us

Wireframe

O U R 6 - S T E PP R O C E S S T O D E S I G N A P R O F E S S I O N A L W E B S I T E T H A T D E L I V E R SBased on our specialist experience, we have identified the top conversion tactics and design elements needed to create a premium website that will stand out from your competitors.

Step 1: Set Website Goals

Choose the right set of goals to define the purpose of the website. Decide whether the purpose is to drive sales, share information or generate leads. We build the website according to these goals.

Step 2: Get a Sitemap & Wireframes

We create a detailed sitemap and website wireframe (UX) that provides a detailed view of the layout and key pages of the site. An additional document will be provided for you to complete specific copy for each page.

Step 3: Design Core Pages

Once your blueprint is set, we design the core pages to show you what your website will look like.

General Email Enquiries

Locate Us (get directions)

Subscription / Sign Up

Join / Share

Booking Enquiries

Call Us Enquiries

Online sales

Newsletter Sign Up

Live Chat

Download Brochure

Generate Quotes Leads (sign up)



S T E P 5 :W E B D E V E L O P M E N T

1-5 DAYS 10-20 DAYS

S T E P 4 :R O L L O U T D E S I G N

T O A L L P A G E S

Mobile & Desktop

O U R 6 - S T E PP R O C E S S T O D E S I G N A P R O F E S S I O N A L W E B S I T E T H A T D E L I V E R SStep 4: Roll out Design to all Pages

Once approved, design templates will be rolled out across all the pages.

Step 5: Web Development

With the designs signed off, we move on to the development of your website.

Step 6: Add Tracking & Analytics

We implement tracking on the website to measure the performance of the call-to-actions and to continually optimise your site.

HOME ABOUT US

BLOG LANDING

SERVICE / PRODUCT LANDING

BLOG SPECIFIC

CONTACT US

SERVICE / PRODUCT SPECIFIC

THANK YOU PAGE

NEWSLETTER SIGN UP PAGE

FREQUENTLY ASKED QUESTIONS

FAQ’S

S T E P 6 :T R A C K I N G & A N A L Y T I C S

1 DAY


case studies



N A V I C L E

W E B S I T E R E D E S I G N T O I N T R O D U C E N E W S E R V I C E SOur challenge was to create a lead generation website that also provides informative content, looks creative and is user-friendly.

Goals:

• Increase site engagement • Increase general enquiries

Website Design (15-20 pages)

We redesigned the website (Sitemap, UX and Copy) to communicate the new brand positioning to consumers.



S I M O N S I G

C R E A T E A D I G I T A L P L A T F O R M F O R C O N S U M E R S T O B U Y O N L I N EOur challenge was to take an established brand with a great reputation and translate this onto a working website.

Goals:

• Increase brand awareness • Generate more online sales• Educate the targeted audience


With an existing style guide in place, we redesigned their website (Sitemap, UX and Copy) to make it easier for consumers to buy online.



T O T A L S P O R T S

L A U N C H N E W P A G E S T O A P P E A L T O A N I C H E M A R K E T Our challenge was to reach a different niche target audience online and keep them engaged long enough to buy.

Goals:

• Increase online sales • Gain access to a new target audience

Website Design

We created 2 new sections on the website with unique content. The Running section was created to focus on running shoes, apparel, tech, accessories, playlists and a unique shoe finder. The Soccer section was created to focus on the game itself – match timetables, fan gear, teams and soccer shoes.



T T R O

R E D E S I G N A W E B S I T E T O R E A C H A G L O B A L M A R K E T

Our challenge was to help an existing business redesign their website into a B2B lead generation website to drive leads globally.

Goals:

• Create a B2B lead generation website• Drive leads globally

Website Design

We created a website that would appeal to large corporates, high end executives and decision-makers.



L A M O T T E

M O D E R N I S E T O A T T R A C T M O R E P E O P L E A N D I N C R E A S E E N G A G E M E N T

Our challenge was to update their website to be mobile responsive, user-friendly and to look more modern.

Goals:

• Increase engagement • Increase traffic to and activity on the website • Convey a premium brand• Increase bookings, enquiries and online

sales.


We created a new desktop and mobile version of the website that’s more visually appealing and easier to navigate.



1 . W E B S I T E G O A L S T R A T E G Y


Set up a meeting with the Conversion Advantage team to discuss what your business goals are. Once the goals are established, you will complete a client goal sheet.

2-hour strategy session (workshop)

• Discuss conversion rates for B2B, B2C and ecommerce websites.

• Agree on business objectives for website: online sales, lead generation, bookings, drive feet to business premises or a combination of enquiries.

Outcome

Get a detailed website goal sheet that specifies your strategy focus. This ensures that the performance tracking is the correct setup.

W E B S I T E G O A L S S H E E T

General Email

Enquiries

Locate Us (get

directions)

Subscription / Sign Up

Join / Share

Booking Enquiries

Call Us Enquiries

Online sales

Newsletter Sign Up

Live Chat

Download Brochure

Generate Quotes



S I T E M A P W I R E F R A M E S ( U X )

2 . C R E A T E A S I T E M A P & W I R E F R A M E S


Sitemap & Wireframes (UX)

We will create a detailed sitemap establishing all the pages of your website and UX website wireframes that provide a detailed view of the layout of your site.

Copy Deck

Receive and complete the copy deck which will be implemented on the UX once received.



3 . D E S I G N C O R E P A G E S


Receive 5 professionally designed web pages that visualise the look and feel for the core pages of your website.


Review the designs and send us your feedback to implement. One round of revisions is included and any additional work will be billed separately.

5 C O R E P A G E D E S I G N S F O R D E S K T O P & M O B I L E

FOR EXAMPLE: HomeAbout UsBlog LandingService / Product LandingContact Us



OTHER PAGES:

Testimonials Thank you page

Case Studies Our Partners

BLOG SPECIFIC SERVICE / PRODUCT SPECIFIC NEWSLETTER SIGN UP PAGE FAQ TERMS OF SERVICE ETC.

4 . R O L L O U T D E S I G N T O A L L P A G E S


Once the core pages have been approved, we will roll out the design for the rest of the website.


We will share this update with you through InVision (www.invisionapp.com) and ask for your feedback. One round of revisions is included and any additional work will be billed separately.



5 . W E B D E V E L O P M E N T


Get all of the designed pages coded into a website.

WordPress (CMS)

We use WordPress as the main Content Management System for all our clients.

Front and Back end development

The Front end team manages the look & feel of the website (what you see in your browser) and the Back end team focuses on making the site work (code written to communicate with the browser).

2 x rounds of revisions at no cost

Only 2 rounds of revisions are included and any more after that will be billed separately.

BRANDTest

Site

Live

Site

Tracking & Analytics

Tracking & Analytics

1 x

R O U N D O F

R E V I S I O N S

1 x

R O U N D O F

R E V I S I O N S

Continuous optimisation

of website

(extra costs)


A F T E R L A U N C HB E F O R E L A U N C H

6 . T R A C K I N G& A N A L Y T I C S


The goals agreed on in the beginning of the website, setup on Google Analytics so you can best track the site performance.

Before Website Launch

Step 1: Google Analytics setup* and trackingStep 2: Search Console setup*Step 3: Tag Manager setup*Step 4: Identify Events Actions and setup in Tag

Manager (Click tracking on "Call Us” buttons, on "Click for Directions“ buttons and other KPI's)

Step 5: Set up Goal Tracking (Event and Destination page identified during process) to identify the performance of KPI's and which pages / channels are bringing in the most leads,sales or revenue.

After Website Launch

Step 1: Monitor TaggingStep 2: Submit site to crawlStep 3: Submit sitemap to crawlStep 4: Create a Conversion Advantage filtered

account to ensure traffic from CA does notget tracked.

*or if the account exists, just review

GOOGLE ANALYTICS SETUP

STEP 1

SEARCHCONSOLESETUP

STEP 2

TAGMANAGERSETUP

STEP 3

IDENTIFY EVENTSACTIONS AND SETUP

STEP 4

SET UP GOAL TRACKING

STEP 5

MONITORTRACKING

STEP 1

SUBMITSITE

TO CRAWL

STEP 2

SUBMIT SITEMAP TO CRAWL

STEP 3

CREATE ACONVERSION ADVANTAGEFILTERED ACCOUNT TO

ENSURE TRAFFIC FROM CADOES NOT GET TRACKED

STEP 4



W E B S I T E D E S I G N P R I C I N GB2B Lead Generation

A good website is the link between your customer and what you offer. Build a professional website for lead generation, customer engagement and encouraging action.

Ecommerce

The internet is the ultimate marketplace. Build a website where you can sell your products and services easily.

1 Page Websites and Landing Pages

Build landing pages to create unique destinations for your advertising campaigns.

E C O M M E R C E L A N D I N G P A G E SB 2 B L E A D G E N E R A T I O N

ThriveLa MotteTTRO

1 Page R 15 000

1-15 pages R 80 000

16-30 pages R 160 000

31-60 pages R 380 000

1 Page R 15 000

1-15 pages R 80 000

16-30 pages R 160 000

31-60 pages R 380 000

1 Page R 15 000

1-15 pages R 80 000

16-30 pages R 160 000

31-60 pages R 380 000

Online Advertising Services

3. ADVERTISE YOUR BUSINESS ONLINE





V

Your Business Can Benefit From Online Advertising When…

YOU WANT TO ADVERTISE ON MULTIPLE PLATFORMS

YOU WANT TO RETARGET CUSTOMERS WITH

TAILORED ADVERTISING MESSAGES BASED ON THEIR BEHAVIOUR

YOU WANT TO RAISE AWARENESS OF YOUR

PRODUCTS OR SERVICES

YOU WANT TO TARGET CUSTOMERS BY AGE, HABITS, GENDER OR

JOB TITLE

YOU WANT TO INCREASE VISITORS TO YOUR

WEBSITE

YOU WANT TO SPEND LESS MONEY

ON NON-MEASURABLE ADVERTISING

YOU WANT TO DRIVE ONLINE

SALES

YOU WANT TO GENERATECUSTOMER

LEADS ONLINE

YOU WANT TOTEST DIFFERENT ADVERTISINGMESSAGES

YOU WANTTO MEASURE RESULTSEASILY

YOU WANTTO SEE YOUR AD PERFORMANCEIN REAL-TIME

WHY

YOU WANTTO MINIMISE ADVERTISINGWASTAGE WITH

LOCATION-BASED TARGETING

YOU WANT INSTANT VISIBILITY ONGOOGLE SEARCH

ENGINES


S T E P 2 :C R E A T E

S T R A T E G Y

O U R 6 - S T E P O N L I N E M A R K E T I N G P R O C E S S T O A D V E R T I S E Y O U R B U S I N E S S O N L I N EPaid advertising allows you to effectively advertise your brand, product or service online and reach your targeted audience with a set budget. It is an essential component of revenue growth and brand awareness for your business.

Step 1: Set Campaign Goals

We will choose the right set of tier 1 and tier 2 business goals for your campaigns to ensure we advertise on the right channels to the right audience in the best ad format.

Step 2: Create Strategy

We will create a well-planned execution strategy to finalise the advertising angles and recommended advertising budget. Finish off the strategy with a goal sheet.

Step 3: Campaign Setup

We will set up the building blocks of your campaign by choosing the correct online advertising channels, designing the designated landing pages and A/B testing different ad messages and imagery to see what works and what doesn’t.

S T E P 1 :S E T C A M P A I G N

G O A L S

S T E P 3 :C A M P A I G N

S E T U P

TIER 1 GOALS

TIER 2 GOALS

Online Sales SubscriptionSale

Call to Order / Enquiry

Find Store Location

Email Enquiry

Live Chat Enquiry

Appointment Setup

Free Assessment

Workshop / Event Enrolment

Newsletter Signup

Facebook Page Like

Favourites Shopping List

LinkedIn Page Following

Download Thought Leadership Piece

FINALISE BUDGET

SELECT ADVERTISING ANGLES

Premium Quality Guaranteed

Excellent Service

Based Locally

History since___10 years

experience

Customer Loyalty Offers

Reputable, we have worked with _____, ____ and

______

COMPLETE ONLINE ADVERTISING PLAN

GOAL TARGETING

CHANNELS

LANDING PAGES

A BA/B TESTING


S T E P 5 :R E P O R T I N G

O U R 6 - S T E P O N L I N E M A R K E T I N G P R O C E S S T O A D V E R T I S E Y O U R B U S I N E S S O N L I N EStep 4: Advertise

We will launch your campaigns on the chosen paid media channels, with the correct targeting & budget setup.

Step 5: Reporting

We will track the performance of your campaigns and send out monthly performance reports.

Step 6: Optimisation

Manage, test, refine and ultimately improve campaigns as the data starts coming in to ensure that all the ads are performing.

S T E P 4 :A D V E R T I S E

S T E P 6 :O P T I M I S A T I O N

GOOGLE ADS

BING ADS

Budget

Email Enquiries

Total Goals

Calls

Live Chat

Cost Per Goal

R 5,000

38

100

32

40

R 80,00

FACEBOOK ADS

Image Video Collection Carousel

Feed Message Text Dynamic

LINKEDIN ADS

Text Product Smart

Search

INSTAGRAM ADS

Bid

Optimisation

Budget

Allocation

Choose

Advertising

Angle

Channel

Selection


V

TARGETINGOPTIONSAge

Audience

Themes/ Topics

Behaviours

Company Connections

Company Industry

Company Name

Company Size

Connections

Day of the week

Degrees

Device

Education

Ethnic Affinity

Event

Followers

Gender

Generation

Groups

Income

Interests

Job Seniority

Keyword

Language

Location

Operating System

Politics

Relationship Status

Remarketing

Skills

Time of day

Work Experience

Work / Job Title

O N L I N E A D V E R T I S I N G

M E D I A C H A N N E L SADVERTISINGOPTIONS


TARGETING OPTIONS

Age

Audience

Themes/ Topics

Behaviours

Company Connections

Company Industry

Company Name

Company Size

Connections

Day of the week

Degrees

Device

Education

Ethnic Affinity

Event

Followers

Gender

Generation

Groups

Income

Interests

Job Seniority

Keyword

Language

Location

Operating System

Politics

Relationship Status

Remarketing

Skills

Time of day

Work Experience

Work / Job Title


case studies



P E T I N S U R A N C E A U S T R A L I AChallenge:

In 2013 new competitors entered the saturated pet insurance market. During this period the cost per conversion per policy sign-up was extremely high, which was not profitable or sustainable for the client.

Solution:

Step 1: We restructured the account to match our unique paid search approach.

Step 2: Because the keyword bidding strategy had the biggest impact on the account, we implemented various bidding strategies to reduce the cost per conversion.

Step 3: We identified keyword positions that could decrease the cost per conversion whilst increasing the number of conversions.

Conclusion:

Based on our unique account build, we saw positive and radical changes in the results.



B R A V E C T O ®Universal App Campaign

Challenge:

The challenge was to help Bravecto to achieve some of their unique KPI’s. This included increasing user engagement with the newly created Bravecto Dose Reminder App.

Solution:

Step 1: We created a two pronged phased approach to helping them achieve these objectives:

1. Create search specific campaigns around app related keywords that click through to the app landing page.2. Introduce app specific campaigns to increase app installs.

Step 2: With undesired results, we decided to create a Universal App Campaign which includes an automated ad type in Google Ads that assists in generating more app installs. These ads were visible on both the search network and display network, including YouTube, Google Play, and within other apps.

Conclusion:

The overall results for the secondary app install KPI’s was largely successful based off of a targeted and highly thought out search process. We managed to achieve this outcome whilst improving all other metrics across the board.



M O O N S T O N E B U S I N E S S S C H O O L O F E X C E L L E N C EThe Power of Remarketing

Challenge:

The performance of the account was very cyclical due to the nature of the business, and we had to figure out how we could increase overall performance.

Solution:

We created a remarketing campaign to stabilise the performance during the course of the year. Audience lists were set up in Google Analytics and linked to Google Ads. This allowed us to create very specific and definable segments to retarget.

Since the campaign activation, it has outperformed every other campaign. Where there were clear dips in the performance of the account, the remarketing campaign made up for them.

Conclusion:

With search campaigns, our goal is to extract maximum value for every client by identifying gaps or opportunities. The results are a testament to the success of our strategy.



O N L I N EA D V E R T I S I N GP R I C I N G

Paid Media Audit

We conduct an audit if a client has existing campaigns. The result of the audit is to show where and how the campaigns can be improved.

Strategy

A strategy is created for new campaigns. The strategy will include tier 1 and tier 2 campaign goal setup, choosing paid media channels, ad formats, advertising angles and a recommended ad budget.

Implementation & Monthly Optimisation

Campaign setup and full management, reporting and optimisation.

PRICER15,000plus VAT

P A I D M E D I A A U D I T

S T R A T E G Y I M P L E M E N T A T I O N & M O N T H L Y

O P T I M I S A T I O NWHAT

*All pricing excludes media advertising costs

D I G I T A L O P P O R T U N I T Y A N A L Y S I S

©2018 CONVERSION ADVANTAGE /// ALL RIGHTS RESERVED

05 paid media audit

Adgroup structure

Create ad groups that target one keyword

per adgroup

Create search campaigns

Create search campaigns that target

one keyword theme per campaign

Migrate AdwordsExpress account to

AdWords

Allows for robust online advertising – inclusive of

text, animated and/or static banners, and

engaging video format

Display Ads

Add responsive display ads that target certain

keywords, topics, placements and

audiences

Remarketing

Set-up search and display remarketing campaigns targeting

non converting visitors

Ad bidding strategies

Bidding strategies can be added for keyword

positions, devices, locations and demographic characteristics

Ad Extensions

Price & promotion ad extensions can

increase CTR & ad performance

especially during low seasons

Ad Scheduling

Preserve the daily budget for the best performing hours

of the day

YouTube Campaigns

Broaden the reach by displaying video ads on YouTube and the

Google Display Network

Experimentsor a/b testing

Discover which ad copy, imagery or offers

work the best

Call Out extensions

Add call out extensions to highlight the benefits

of the service

Call Only ads

Trial run call only ads as this could be an

underutilised option

Tracking

Onsite goals & events need to aligned with Analytics and GTM to

ensure accurate data is reported on

Linked Accounts

Needs to be linked to other important

platforms such as Analytics, Merchant

Centre and YouTube

Ad Creative

Follow best practiseswhen writing ads

R E C O M M E N D A T I O N SP A I D M E D I A A U D I T0 5E X P E R I M A X

KEYWORD: BRAND AVERAGE MONTHLY SEARCHES COMPETITION SUGGESTED BID

experimax 390 Low R1.97

KEYWORD: USED AVERAGE MONTHLY SEARCHES COMPETITION SUGGESTED BID

used iphone 110 High R3.20used ipad 40 High R1.86

used macbook 40 High R5.69used mac 10 High R4.88

used apple watch 10 High R1.72

KEYWORD: REPAIR AVERAGE MONTHLY SEARCHES COMPETITION SUGGESTED BID

iphone repairs 480 High R2.22apple repair 210 Medium R1.05

iphone repair 210 Medium R1.82iphone repair near me 210 Medium R2.12

macbook repair 170 Medium R1.16mac repair 110 Medium R1.35

apple watch repair 90 Medium R0.60ipad repair 90 Medium R1.81

apple iphone repair 30 High R1.62

K E Y W O R D R E S E A R C HP A I D M E D I A A U D I T0 5E X P E R I M A X

1 DAY 3-5 DAYS CUSTOM

PRICER15,000plus VAT

-=

Set Campaign

Goals

Create

Strategy

Choose Paid Media

Channels

Choose

Advertising

Angles

Choose Ad Formats Finalise Budget

R0 – R50 000

ad budget per monthR8 950

per month/20%

R50 000 – R100 000

ad budget per month 20% management fee

R100 000 – R500 000


R500 000 +


Campaign Setup

on channels

Advertise

products or

services

Optimisation of

campaigns

Reporting on

campaign

performance

4. RANK HIGHER ON GOOGLE

SEO Services




V

Your Business Can Benefit From SEO When…

CONSUMERS CAN’T

FIND YOUR WEBSITE ONLINE WHEN DOING

RESEARCH

YOU WANT TO IMPROVE YOUR OVERALL MARKETING ROI

YOU WANT TO INCREASE

TRAFFIC TO YOUR WEBSITE

YOU WANT TO OPTIMISE YOUR CONTENTFOR RELEVANT SEARCHES

YOU WANT TOINCREASEBRANDAWARENESS

YOU WANT TO TAKE AND GAIN ONLINE MARKET SHARE

WHY


O U R 2 - S T E P P R O C E S S T O H E L P O U R C L I E N T S R A N K O N G O O G L ESearch Engine Optimisation allows you to organically jump the ranks on search engines like Google until you are on the 1st page. By continuously optimising your website, you are making it easier for search engines to find your site which leads to more traffic, leads or sales.

The leading search engines are Google, YouTube, Bing, and Yahoo.

Step 1: SEO Audit

Conduct an audit of your current Google Analytics account*, Search Console Account and any heatmap software to determine the state of it. Once the account has been examined, we compare your website against 3 competitors and check what 10 keywords you should rank for and determine the goals of your website.

*or if the account does not exist, we skip this step

Step 2: SEO Monthly Optimisation

Create a well-planned SEO strategy that includes Local SEO, Mobile Optimisation, Onsite & Offsite Optimisation and Reporting.

S T E P 2 :S E O M O N T H L YO P T I M I S A T I O N

2 DAYS MONTHLY

COLLATE INFORMATION

DATA ANALYSIS

RECOMMENDATIONS

LOCAL SEOOPTIMISATION

ONSITE & OFFSITE OPTIMISATION

MOBILEOPTIMISATION REPORTING

S T E P 1 :S E O A U D I T


case studies



N I S S A N E A S T E R N C A P EIndustry: Automotive

Challenge: Nissan Eastern Cape’s organic ranking was below expectation considering that they were (and still are) targeting a brand keyword.

Solution: To improve the overall customer journey and increase their ranking for certain keywords, we restructured their call-to-actions on mobile and desktop.

Result: Along with major onsite optimisation, we helped improve Nissan Eastern Cape’s overall organic ranking, shooting them to the number one position for a number of keywords.

Source: SEMrushDate: 23 October 2018

TRAFFIC

CONVERSIONS

CONVERSION RATE

OCT2018

OCT2017

33.6% INCREASE

42.8% INCREASE

2.6% INCREASE

Y E A R - O N - Y E A R

TOP RANKING KEYWORD

nissan np300 specials

nissan np300 special

nissan service centre



S A F A R I O U T D O O RIndustry: Outdoor Products

Challenge: Safari Outdoor was struggling to convert leads into sales.

Solution: Step 1: We built a completely new ecommerce platform.Step 2: We added buy modifiers to all the listed products.

All the adjustments were made with Google’s ranking factors in mind.

Result: We increased their overall ranking to the number one position on Google for a number of keywords and search queries.

TRAFFIC

CONVERSIONS

CONVERSION RATE

OCT2018

OCT2017

25.9% INCREASE

206.2% INCREASE

1.6% INCREASE



TOP RANKING KEYWORD

hornady bullets south africa

300 win mag

12 ga



B R A V E C T O ®Industry: Pet Care

Challenge: Bravecto was being outranked by their competitors in search engine results pages (SERPs).

Solution: Step 1: We built a new website with keyword optimised pages.Step 2: We added clear call-to-actions on the website.

Result: Bravecto’s site outranked many of their competitors for certain search queries.


TRAFFIC

CONVERSIONS

CONVERSION RATE

OCT2018

OCT2017

38.5% INCREASE

27.2% INCREASE

6.00% 6.58%


TOP RANKING KEYWORD

anti flea and tick chew for dogs

dog tick and flea tablets durban

3 month flea treatment for dogs



P E T S T R A I N I N GA N D B O A R D I N GIndustry: Pet Training and Boarding

Challenge: Pets Training & Boarding was struggling to reach consumers organically in an extremely competitive industry.

Solution:

Step 1: We optimised mass meta data for all of their blog posts.Step 2: We optimised all service landing pages and added clear call-to-actions.

Result: We increased their overall on Google for a number of keywords and search queries.


TRAFFIC

BOOKINGCONVERSIONS

OCT2018

OCT2017

14.6% INCREASE

10.5% INCREASE


TOP RANKING KEYWORD

golden retreiver training sydney

berkshire park dog training

dog obedience training sydney


COMPONENT1 . S E O A U D I T


Step 1: Collate Information

We will need access to Search Console, Google Analytics and any heat map software to start our process.

Step 2: Data Analysis

We review data from Google Analytics, Search Console, Heatmaps, Auditing Tools and Manual checks.

Step 3: Make Recommendations

Make recommendations for onsite, offsite, mobile and local SEO based on the data results.

PRICE R15,000plus VAT

COMPONENT

S T E P 1 :C O L L A T E

I N F O R M A T I O N

S T E P 2 :D A T A

A N A L Y S I S

S T E P 3 :M A K E

R E C O M M E N D A T I O N S

COMPONENT

MANUAL CHECKS

3x Competitor Analysis

Top 10 targeted keywords

Goals Selection

Onsite Auditing

Google Search Console

Google Analytics


2 . S E O O P T I M I S A T I O N

W H A T W I L L Y O U G E T ?Local SEO

Local SEO helps businesses promote their products and services to local prospects and customers. It involves reviewing & optimising your current Google Business Listing: 1) Verifying and claiming social media profiles not listed; 2) Optimising the location on your company; 3) Ensuring your site features on citation sites and online business directories; and 4) Managing reviews or ratings.

Onsite & Offsite Optimisation

Onsite SEO involves making sure your website pages, titles, tags, content and overall structure are optimised for your targeted keywords. Offsite SEO will focus on internal links, anchor text and other offline factors which influence the ranking of your domain in Google search results.

Mobile Optimisation

We will optimise your website for mobile and tablet devices to ensure Google and consumers have the best mobile experience.

Reporting

We send you a monthly report showcasing relevant data (Key Performance Indicators) and sessions, as well as recommendations for the upcoming month.

PRICE

10 KeywordsR7,500pmp l u s V A T

20 KeywordsR15,000pmp l u s V A T

50-100 KeywordsR30,000pmp l u s V A T

Monthly Reporting on Keyword Performance

Ranking & Session information

Year-on-Year Performance Comparison

ONSITE OFFSITELOCAL SEO

MOBILE REPORTING

Local Content

Social Profile Pages

Links & Citations

5. BUILD YOUR ONLINE COMMUNITY

Social Media Marketing Services




V

Your Business Can Benefit From Social Media Marketing When…

YOU WANT TO INCREASE BRAND

AWARENESS

YOU WANT TO RETARGET CUSTOMERS THAT TOOK NO ACTION ON YOUR WEBSITE

YOU WANT TOCREATE MORE

OPPORTUNITIESTO CONVERT

THE PRINTING OFTRADITIONAL MARKETING

MATERIALS ISTOO EXPENSIVE

YOU WANT TO KEEP YOUR CUSTOMERS

UP-TO-DATE

YOU WANT TO TELL YOUR

BRAND’S STORY

INCREASE INBOUND TRAFFICTO YOUR WEBSITE

YOU WANT TO REACH A NICHE, TARGETED AUDIENCE

YOU WANT TO PROMOTE

PRODUCTS AND SERVICES TO THE RIGHT

CONSUMERS AT THE RIGHT

TIME

YOU WANTTO CREATE

EXCEPTIONAL CUSTOMERSERVICE

YOU WANT TO IMPROVE BRAND

LOYALTY


O U R 6 - S T E P P R O C E S S T O B U I L D A N D G R O W Y O U R C O M M U N I T YSocial Media Marketing helps validate the credibility of a brand. A company's social media presence, when done correctly, tells customers that a brand is active online and it focuses on building relationships and improving communication with customers. It is an essential component for engagement, lead generation and overall brand awareness.

Step 1: Set Goals

We will choose the right set of goals for your social campaigns to ensure we advertise on the right channels in the best ad format.

Step 2: Create Strategy

We audit your brand across all digital channels and compare this against your competitors. We evaluate activity, posting frequency and content types. We then develop an in-depth execution strategy where we finalise: advertising budget, social channels, ad formats, content types, posting frequency and a content calendar.

Step 3: Setup

We set up the building blocks of your campaign by creating new social media channels if needed, optimising existing channels to ensure brand consistency and creating paid or organic content. This includes copy, design and image sourcing.

S T E P 2 :C R E A T E S T R A T E G Y

S T E P 3 :S E T U P

S T E P 1 :S E T G O A L S

Community Management

Monthly Reporting on the

positive and negative of

the month

Trends

Analysis

Response

Time

Calendar

Response

Guidelines

Complaints

Escalation

Procedure

Platform Setup or Optimisation AuditCommunity Building

Social Channel & Ad Format

Recommendation

Content Types &

Posting Frequency

Content

Calendar

Content Pillars &

recommendations

Social Media

Channels

Content

Types

Finalise Budget

Posting

Frequency

Content Creation

DesignCopy Image Sourcing

OrganicPaid


S T E P 5 :R E P O R T I N G

S T E P 6 :O P T I M I S A T I O N

S T E P 4 :A C T I V A T I O N

O U R 6 - S T E P P R O C E S S T O B U I L D A N D G R O W Y O U R C O M M U N I T Y

Step 4: Activation

We will launch your campaigns on the chosen social media channels, with the correct targeting and budget setup. We will use a program to schedule posting, track channel activity as well as do social listening.

Step 5: Reporting

We will track the performance of your campaigns and send out monthly performance reports.

Step 6: Optimisation

We collect all campaign performance data and use it to continually test and refine the strategy.

Make All Campaigns Live

FACEBOOK

TWITTER

INSTAGRAM

Use Hootsuite to track Channel Activity & Social Listening

Post Performance

Reach

Clicks

Cost Per Click

Community Size

Page Like

Content Optimisation

Budget Adjustments

Content Calendar Optimisation

ChannelOptimisation


V

TARGETINGOPTIONS

Age

Audience

Themes/ Topics

Behaviours

Company Connections

Company Industry

Company Name

Company Size

Connections

Day of the week

Degrees

Device

Education

Ethnic Affinity

Event

Followers

Gender

Generation

Groups

Income

Interests

Job Seniority

Keyword

Language

Location

Operating System

Politics

Relationship Status

Remarketing

Skills

Time of day

Work Experience

Work / Job Title

O N L I N E A D V E R T I S I N G

M E D I A C H A N N E L S


TARGETINGOPTIONS

Age

Behaviours

Company Connections

Company Industry

Company Name

Company Size

Connections

Day of the week

Degrees

Device

Education

Ethnic Affinity

Event

Followers

Gender

Generation

Groups

Income

Interests

Job Seniority

Keyword

Language

Location

Operating System

Politics

Relationship Status

Remarketing

Skills

Time of day

Work Experience

Work / Job Title


case studies



M T N S U P E R S O N I C

C O M M U N I T Y B U I L D I N G& M A N A G E M E N TCommunity Growth

0 – 4877 Page Likes (30 Aug ‘18 – 7 Nov ‘18)

Content Types

CompetitionsEventsSpecial OffersUser-Generated ContentHumour

Channels

FacebookTwitterInstagram

Posting Frequency

3 posts per week (Facebook and Instagram)Sporadic tweets on Twitter



B A B Y L O V E


71,257 – 93,627 Page Likes (Nov ‘16 – Nov ‘18)Increase of 22,370 Page Likes

Content Types

CompetitionsSpecial EventsSpecial OffersUser-Generated ContentHumourAdviceAnnouncementsPromotionsExplanations/Tutorials

Channels

FacebookTwitterInstagramYouTube

Posting Frequency

Daily posts



P E T I N S U R A N C E A U S T R A L I A


10,892 – 12,529 Page Likes (Nov ‘16 – Nov ‘18)Increase of 1 637 Page Likes

Content Types

CompetitionsFun FactsArticle ShareUser-Generated ContentInterviewsAsk Your AudienceSocial Upliftment

Channels

FacebookTwitterPinterest

Posting Frequency

3 posts per week (Sporadically)


S O C I A L M E D I A M A R K E T I N G P R I C I N G


Strategy

We conduct an audit of the brand and its competitors. The result of the audit is to choose the correct social channels, ad formats, content types, posting frequency and budget. All of this will be translated in a content calendar.

Community Building

Community building is the creation, setup, reporting and optimisation of social media campaigns.

Community Management

Community management, at its core, is about relationships and how your brand seizes opportunities to interact with your community in public online spaces. It includes managing customer complaints, winning over influencers and customers, networking with other brands and gaining valuable product/ brand feedback.

*All pricing excludes advertising costs

5 DAYS CUSTOM CUSTOM

C O M M U N I T Y B U I L D I N G

C O M M U N I T Y M A N A G E M E N T

S T R A T E G Y

12 posts per month R20,000

24 posts per month R30,000

36 posts per month R38,000PRICE R25,000

plus VAT

Setup

Reporting

Activation

R E S P O N D I N G R E T A I N E R

20 hours monthly1 hour per weekday

R15,000R750 per hour

30 hours monthly

20 hourson weekdays

_10 hours onweekends

R26,000

R15,000 (week)R750 per hour

R11,000 (weekend)R1,100 per hour

R E P O R T I N G R E T A I N E R

R0,000 p l u s V A T

R22,000 p l u s V A T

Audit Finalise Budget

Social Channel & Ad Format Recommendation

Content Types & Posting Frequency

Content Calendar

Platform Setup or Optimisation

Content Budget Adjustments

Content Calendar

Channels

Use Hootsuite to track Channel Activity & Social Listening

Make all Campaigns Live

Content Creation

DOCUMENT CREATION : ONCE-OFF

Monthly Reporting on the positive and negative of

the month

Trends Analysis

Response Time

Calendar

Response Guidelines

Complaints Escalation Procedure

Optimisation


make opportunity happenC A P E T O W N

+27 (0) 21 447 1448

Unit 101, Old Castle Brewery6 Beach Road, WoodstockCape Town, 8001

P A A R L

+27 (0) 21 882 6633

Shop 11 & 12, Frater Square40A Main Road, PaarlCape Town, 7646

J O H A N N E S B U R G

+27 (0) 87 075 1985

Fourways BroadacresCnr Cedar road & Fourways BlvdJohannesburg, 2191

U N I T E D K I N G D O M

+44 (0) 203 476 7136

4th Floor, Silverstream House,45 Fitzroy Street, Fitzrovia,W1T 6EB

A U S T R A L I A

+61 (0) 88 180 0690

Alton Building,2/40 East Esplanade Manly,NSW, 2095


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Digital Marketing Services DOMINATE YOUR MARKET ONLINE · CONVERSION ADVANTAGE® DOMINATE YOUR...

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