Speaker CoPilot™
Frequently Asked Questions

INBOUND MARKETING GAME PLAN

Q: What is the Inbound Marketing Game Plan?

A: The Game Plan is a more flexible version of a traditional marketing plan with a focus on shifting resources to more measurable and effective inbound marketing strategies. The Game Plan is designed to adapt and evolve to changing market factors and business needs. The general philosophy is, “less time planning, more time doing.”

Our goal is to set clear benchmarks and objectives, arrive at a consensus for the 6-month approach, and get into action.

The Game Plan Deliverables

• 6-month marketing goals in search, social, content and PR (niche and industry publications)
• First quarter activity plan that includes: tactics, task lists and timelines, as well as content and support-hour allocations. Activities are then loaded and managed in your custom Online Client Center.
• Buyer persona profiles.
• Quarterly blog editorial calendar with abstracts for the four posts per month included in your package.

GENERAL

Q: So how does this work - really?

A: We follow a proven marketing and management system. If your Foundation (steps 1-2) is already in place, then we start at step 3:

The Foundation (Separate Pre-Campaign Contract)

• Step 1 DEFINE: Clearly define and differentiate your brand.
• Step 2: (If needed) Redesign and deploy a content-driven website built on HubSpot, the #1 Inbound Marketing platform.

Inbound Marketing Game Plan

• Step 3 ORGANIZE: Go beyond prospects, and consider the impact of your inbound marketing efforts on all audiences.
• Step 4: Establish measurable and meaningful campaign objectives designed to achieve the primary goals of leads and loyalty.
• Step 5 IMPLEMENT: Build an integrated campaign fueled by the four core inbound marketing strategies: Search Marketing, Social Media, Content Marketing and Public Relations. The success of each strategy creates momentum that drives your business forward.
• Step 6 TRACK: Launch your campaign, measure everything, and be willing to adapt and evolve.

Q: Are there additional costs?

A. While some clients may invest their entire marketing budgets in their Speaker Marketing Team service package, many speakers and experts use the inbound marketing service to complement other traditional marketing activities, such as targeted direct mail, trade shows and niche-specific online or offline advertising.

You may also need to budget for expenses such as software licenses (HubSpot, Constant Contact, etc.) as well as contingencies for major projects and initiatives outside of the service package scope (e.g. new product launch, add-on premium content, website redesigns or special events).

Q: Are we locked into a 6-month contract?

A: No. The campaigns are built as 6-month programs, but you pay month-to-month. If you cancel, you will be billed for the current month, but nothing after that.

Q: What results should we expect?

A: While building your Inbound Marketing Game Plan in month one, we will establish overall goals. The results vary significantly by client, but the service packages are built to produce and improve search engine rankings, website traffic, leads, awareness and retention (i.e. loyalty).

Q: How do we get started?

A: Easy! Contact David Newman at david@doitmarketing.com or (610) 716-5984 and we'll explore your needs, goals and desired results.

Q: What if we already have resources in place for search, content, PR, admin support, etc.?

The service packages integrate strategies across six traditionally separate disciplines, thus it’s common for clients to have relationships with other providers in one or more areas. We are often able to integrate our services with existing providers and strategies and we always approach this on a case-by-case basis.

CAMPAIGN SERVICES

Q: What if we don’t need the content and blogging services?

A: If you excel at content creation, then we will customize your service package to fully integrate search, social and PR into your existing content marketing strategy and capabilities.

Q: What happens if we exceed our monthly support hours, blog posts or marketing activities?

A: We allocate and track service hours to the minute, blog posts weekly and overall marketing activities monthly. We do an all-encompassing review quarterly. Slight fluctuations are expected. Significant variations in any item will be budgeted and approved by you prior to activation. For example, if you are launching a new offering, additional service hour blocks and premium content beyond the standard allotment may be needed.

Q: Is a HubSpot license required?

A: Not in all cases, but it is highly recommended. A number of Speaker Marketing Team services, including: link building, on-page optimization (SEO), lead nurturing, landing pages and advanced website analytics are only available with a HubSpot license.

CAMPAIGN MANAGEMENT

Q: How is our Speaker Marketing Team built?

A: We hire and train hybrid professionals with a unique blend of capabilities and experience in the speaking, meetings and professional services industries with skills in inbound marketing, branding, search, social media, content development and PR.

Your team includes your Expert Agent as well as whatever level of support staff is required to meet your needs and goals. Your Expert Agent is your day-to-day contact, but much of our strategy and consulting is prepared and presented as a team.

Q: What activities are included in campaign management?

A: Campaign management is built into every service package and includes: client meetings and communications related to campaign activities, daily monitoring of keywords and website analytics, online activity summaries, and quarterly in-depth reviews.

Q: What is the Online Client Center?

A: Do It! Marketing Online Client Centers are online group hubs designed to foster communication and collaboration between our team and our clients. Client Centers let us post campaign milestones, monitor agency tasks and progress, share files, view media communications, and submit and read messages.

You get 24/7 online access to your Client Center so you're always one click away from interacting with us and seeing the latest developments and opportunities in your campaign.

If you'd like to learn more, call me at 610-716-5984 or drop me an email at david@doitmarketing.com and we'll talk about how we might help YOU become more visible, more credible, and more referrable -- while becoming even more successful!!!  

-- David

Contact us or call (610) 716-5984 to learn more.

Marketing Speaker | Marketing Coach | Speaker Marketing Coach
Done for You Marketing Services | Inbound Marketing Agency