MARKETING & CONSULTATION PROPOSAL
National Association of Sales Professionals

Prepared for: NASP | Prepared by: Magnificent Marketing LLC

EXECUTIVE SUMMARY

OVERVIEW

Our objective will be to help you increase the visibility and awareness of the NASP brand and position you as a thought leader within the personal sales growth and development space. The specific objectives and metrics we will be tracking will be increased traffic, e-mail sign-ups, SEO/organic growth and increased use of your programs/challenges.

In order to achieve our objectives, we will be looking to move forward with an integrated plan consisting of content marketing,  social media management and advertising, SEO, media outreach and e-mail marketing and automation.  

We will be utilizing the helpful and educational content you have already produced and will continue to provide. The idea is to consistently push out this content to your target audience (we will nail this down in greater and exact detail as we get going) in order to create trust and awareness of your brand and position you as THE thought leader in your space. All the while, we will be applying SEO best practices in order to help you climb the organic search results pages for the terms we both identify will bring you business/traffic/awareness and will look for these organic benefits to kick in down the road.  

In addition to pushing out the helpful and education content, we will incorporate direct call-to-action ads to the audiences that will be developed from the traffic driven by the content. We believe in putting a heavy emphasis on the content, but the best people to spend ad dollars on for promotional ads will be the ones who have some familiarity with your brand and services and these will be the audiences we re-market to. The "asks" will be for sign-ups of your programs as well as sign-ups for your weekly emails. Before we ask though, we have to build trust and awareness, but once it's built, we can come in with the asks. The idea is to have full concentration on serving you audience, and from there, you can monetize it.

The specific plan will be to have you turn in 1-2 pieces of highly helpful content each week in addition to one longer form (i.e. e-book, white-paper, video) piece of content each month that will be utilized for our back-link outreach as well as for the e-mail automation programs. The blogger and publisher outreach will be implemented in order to get your longer form pieces of content picked up and/or referenced which will lead to back links which greatly help with SEO/organic rankings growth.  We will work together to identify the topics we should be speaking on and it needs to be pointed out that we must keep our audience in mind when deciding on the content topics. We have to speak to their true needs, wants, pains and questions in order to develop the trust and engagement we are shooting for vs. mainly speaking about your company and offerings. 

We will lay out each post on your site with nice graphics as well as apply SEO best practices to each post on-site.  We then distribute the content via social ads to your target audience as well as create a weekly e-blast to further the reach of the content.  To explain our specific methodology and strategy, what we do is tag each post and page on your site as either "Awareness", "Consideration" or "Buying" and will decide on a certain threshold for each stage (i.e. they have viewed 3 or 5 or 7 Awareness pages etc...) until we graduate them to the next stage of content they will be served. By doing things this way, we are able to socially serve the correct content at the correct stage of the buying journey your potential customers are at.  And once a potential customer has graduated from being shown Awareness and Consideration posts, we will then follow up with call to action ads.  

As touched on above, we will also be utilizing the longer form content as lead generation magnets where we offer a highly helpful e-book or whitepaper in return for a name/email and once downloaded, we will have them pushed into the e-mail automation sequence where we serve them additional blogs/e-books that will be useful and helpful to them. The end of the automation sequence will be a call to action asking them if they would like to join a program/challenge.

Social media management will also be handled for you. We will look to utilize your content/blogs as well as additional creative content our team will be designing in order to keep your pages fresh.  In addition, we will source applicable aggregate content that aligns with your company to again keep your page filled with helpful and educational (and possibly fun or humorous) content. What will be needed from your end, will be to engage and respond to people on your social pages as we have found that it is always best for these messages and this voice to come from the inside. 

Manual outreach to various organizations and Facebook groups that focus on sales and personal development topics will also be a key tactic we plan on executing. The idea is to continue to build a list and reach out to the correct people who run these sites and departments and ask them if they would like to share your content to their audiences. And as these relationships get built and cultivated, we expect that they will be more and more inclined to share your content and/or team up on other potential collaborations.

We will also consult with you on some social action items we will need you all to be involved with. For example, we would like to have you create an internal social media ambassador group that will like, share and comment on each post to get the organic ball rolling so to speak.  Once this group is set, we can alert them each time a new post is published so they can engage. We can execute everything once these connections are made, but will need your help on reaching out and getting as many people as possible to agree to be "social ambassadors".  We will also like to get some 'evergreen' posts going where we ask people to share their success story and how the challenge has changed their lives.  In addition, we would like to create an external "social ambassador" group where we ask people outside of your organization to like, share and comment as each post gets published and in return they get access to something extra special (like an exclusive monthly "Ask Rod Anything" chat) and we can brainstorm together something that is realistic yet carries some nice value for these ambassadors. 

Media coverage and creating a narrative around you and your company will also be a key initiative of ours and our partner in this area was the News Director for a major new station here in Austin for 12 years and is the best in the business. Specifically, we will meet with key members of your team to help you all understand how the news media works and how to leverage that knowledge for promotion of the business. We work together to identify and develop core vertical messages needed to communicate to news media specifically. These include themes and pitches tailored to TV, radio, print and online media. Below, you will see the breakdown of everything that will be involved here.

Before we get going, we will also take care of any items on your site we identify that need clean up to make sure it is fully SEO optimized for our goals as well as identify the terms we want to rank you all for and correctly tag and optimize your site for these terms.  

We have also included an option for SEM (Google Adwords) and have itemized this out below as this does not necessarily tie in with the overall plan and should be looked at as a siloed or separate tactic.

Our goals will be to increase awareness, traffic, organic rankings and the sign-ups for your programs/challenges. 

Our mission and end goal is to accomplish our/your goals while also saving you time so you can focus on growing and scaling your company.

CONTENT MARKETING

OBJECTIVE

For you to create 1-2 pieces of highly helpful content each week in addition to one longer form (i.e. e-book, white-paper, video) piece of content each month that will be utilized for our back-link outreach as well as for the e-mail automation programs. The better and more helpful the content is, the better this plan will work. We must speak to their true wants, needs, questions and desires in order to stay engaged. We will take the content and lay everything out with nice graphics on your blog as well as make sure everything is SEO optimized (for organic ranking purposes).

WHAT WE DO

• ORGANIZE & SET UP We set up the schedule for your content through an editorial calendar to help manage your ideas and posts.
• BRAINSTORM We will get with you and your team to brainstorm initial topics that will be of supreme interest to your target audience.  We will also be utilizing other areas of information (such as the keyword report) to help get us zeroed in on our editorial topics.

HOW WE DO IT

• LINK Properly inter-link each post pointing to other helpful resources on your site. 
• OPTIMIZE Tag posts with keywords to help with search (SEO) (ie. keyword/search engine strategy).
• RESEARCH Provide on-going content ideas for you if needed based on what people are searching for on-line.

SOCIAL MEDIA ADVERTISING & CONTENT DISTRIBUTION

OUR APPROACH

We are thrilled to have the opportunity to expand the reach and awareness of your brand thru the distribution of the helpful content that will be created. To meet these goals, we will be applying various tactics and will continue to test and tweak as we move along. Below you will find a sample of the of the tactics and strategies we utilize to achieve our goals. 

WHAT WE DO

• CREATE A BUYER'S JOURNEY We will create a buyer's journey with your ad campaigns by setting up 'Awareness Campaigns' to build your brand awareness with new users and 'Conversion Campaigns' that retarget the audience that has shown interest. This will give your campaigns an organized structure that allows us to serve the right message to the right audience at the right time.
• PLACEMENTS We will test various placement opportunities that Facebook offers (Instagram, Audience Network, Instant Articles, Messenger...). Some of these placements may be a little more expensive, but could return better conversion rates. 
• A/B/C Testing (Conversion Optimization) By creating a variety of ads and letting Facebook’s trusted algorithm do it’s magic, the most powerful combination of headline, image and post text will be promoted.
• DEMOGRAPHIC & AD MESSAGING We will conduct a 30-60 min call with your team to align ourselves with you and your marketplace in order to create the most impactful and on target messaging.

HOW WE DO IT

• VISUAL CREATIVES Facebook offers a number of different ad types to showcase your content and your services. For example, Carousel Ads are a great way to show several treatments at once. While videos and animated GIFs will grab a user's attention.
• STRATEGIC RETARGETING We want to take advantage of your website traffic to the fullest. We will look for opportunities that reengage your visitors by creating ad messaging like, “How can we help.."
• COMPELLING TEXT + CTAs Communicate the most important features of your services in as few words as possible by identifying the features that appeal to your audience most and tell them about those features as succinctly as possible.
• ENGAGED CUSTOM AUDIENCES Create a powerful audience of “People who have engaged with you Facebook page” for retargeting. There is a huge opportunity to tap into your social engagements.

SEO

OBJECTIVE

To set you up for long term success through the foundations of SEO.  We will run a keyword report identifying the areas/keywords/phrases that will be most beneficial for you all. When people are looking for advice or guidance on recovery, we want you to show up at the top of these organic searches. To reiterate, this is a long term plan and can take up to 12-18 months to take form, but it is of paramount importance to your long term goals to be ranking highly in the search engines.

WHAT WE DO

• KEYWORD ANALYSIS Identify optimal keywords for each web page and content piece.
• SITE STRUCTURE Add all tracking pixels, internal site linking, basic site design, navigation and calls to action.
• CONTENT MANAGEMENT Set up an editorial calendar with the goal to plan, create, manage and publish content consistently (Content and SEO go hand in hand).
• ONSITE CLEANUP Uncover crawl errors, missing page elements, broken links and any new issues. 

HOW WE DO IT

SOCIAL MEDIA

EMAIL MARKETING + MARKETING AUTOMATION

OBJECTIVE

To create an eye-catching bi-monthly emails to be sent to to your list to inform, educate, entertain and keep them engaged. We will also be lead scoring your visitors behavior as people interact with the content in your newsletters..

WHAT WE DO

• PLAN Create an eye-catching email utilizing the content that you are supplying for two customer segments.
• MANAGE We will oversee the production, testing and iterations of the bi-weekly emails and the lead scoring of your website visitors.
• ITERATE We will continue to make tweaks with frequent reviews of the results to ensure goals are being met.

HOW WE DO IT

• CAMPAIGN CALENDAR Content is managed through a clear and visible calendar to ensure fresh content is delivered each and every send.
• A/B TESTING From subject lines to calls to action to timing, all emails are reviewed and tested to find the right formula and continuous adjustments will be applied.
• EMAIL BEST PRACTICES By putting the user first, we are able to improve results. This includes maintaining a clean database, well-structured design, and providing relevant and timely content.
• ACT-ON & SALESFORCE By setting up lead scoring with act-on and integrating the leads into Salesforce, we will be identifying your hottest prospects.

MEDIA

OBJECTIVES

To develop multi-vertical, persuasive messaging that:

• Entices earned media coverage around Infinite Recovery
• Garners news media coverage 
• Sells Infinite Recovery to key communities as the most complete, and accessible resource

WHAT WE DO

• CONSULT Consult on development of targeted media lists and news media relationship building.
• TARGET Identify strategic trending petitions and develop tailored scripts and pitches for targeted news media.

Day 1 - Strategic Messaging and Media communications training
We meet with key members of the client's team to understand how the news media works and how to leverage that knowledge for promotion of the business.  We work together to identify and develop core vertical messages needed to communicate to news media specifically. These include themes and pitches tailored to TV, radio, print and online media. 
 
We create position statements with supportive messages and then strategic approaches to communicating with all vertical audiences — the news media, current customers, potential customers and the general public. This training provides the insight and understanding a business needs in order to fulfill its customer, public and community relations strategy. 
 
First, we teach the client how the news media works, from the inside. We pull back the curtain on how editorial decisions are made and how our client can leverage the news media based upon this inside knowledge. We reveal:

• What key themes get the news media excited about a story?
• How do we become the news media’s best friend? Helping them understand how important we are to them.
• How do we deliver for them every time they need us (and we need them)?

Then, we develop the necessary multi-vertical, persuasive messaging.  These include the Tell message and the Sell message.  We develop messaging specifically for the news media.  This messaging:

• Develops the client as an expert and thought-leader in their space.
• Gets the news media generally interested in and excited about the client.
• Sells the client to the news media in key demographic communities.
• Delivers what the news media needs every time and controls what the client can.

Vertical 2 is the “SELL” message. We develop the persuasive messaging we use once we have news media interest. We teach how pivot, using the megaphone provided by the news media to reach the client's current and potential customers and/or the general public. This message is related but quite different from the messages we use to gain media attention. We are now talking directly to our customers.

• We consult on the development of targeted media lists and news media relationship building.
• We identify strategic trending news stories related to the client’s business.
• We develop tailored scripts and pitches for targeted news media. 
• We want our client involved in any trending stories related to their business.
• We also consult and advise making sure the messaging is consistently reflected on the website and in social media strategy.

Day 2 - Media Performance Training (immediately following the above)
We consult with our clients to identify the 2 or 3 internal spokespeople who will represent the company. Note, these are internal employees, generally the CEO, COO, CMO or others with particular skills. There is strategy behind who we choose. Our goal is to develop media savvy superstars that the news media (and potential customers) love.

This is generally a day-long training (dependent on the number of spokespeople attending) that focuses on how to engage the customer audience (both through media and in-person) using preparation, relaxation, visual aids, performance technique and message consistency. We examine the goals of the journalist and we teach how to pivot away from the negative and irrelevant issues, focusing instead on the messages we identified that must be delivered to potential customers or the public.

We use the messaging we identified on Day 1, video examples, on site video recording (camera, lights, microphones included) and real-time interviewing and coaching to develop next level presentation skills that the spokespeople can easily reflect on and in the news.