Web Design & Sales Funnels
We don't just build websites and graphics, we build to convert clicks to sales.
When planning for the development of your company website, we'll outline the four phases of the website discovery process. You'll be an integral part of the vision of which your website will be constructed. This discovery process consists of Project scope, Strategy, Sitemap, and Wireframe. Communication is one of the most important necessities that must be in place between us and yourself, the client, otherwise, there is a distinct possibility that the project will take longer and you may not be satisfied. That is what this discovery process helps avoid, so both sides have clearly defined deliverables, and expectations are established.
Phase 1- Project Scope
We'll get to know your business. we'll ask you questions like "how did your business start?", "Whos your competition?" and "What do you need the site to do?" Creating a well-defined project scope will outline specific activities, deliverables, and specific timelines. We'll clearly set expectations for you. This is essentially our blueprint where all necessary questions are answered and problems to be solved are written out as well as a plan of action.
Phase 2 - Strategy
We'll recap our last meeting then dive into more specifics for the site creation. "Who is your target audience." and "What keyword phrases do customers search to find you?" We need to get to know your customer. Taking insights from meeting 1, we'll start to turn them into legitimate recommendations that integrate various creative and design elements.
Phase 3 - Sitemap Creation
After recapping phase 2, we'll start discussing the site structure. Here we validate the existence of the site's content (washing away that famous fluf), and focus on using content to solve problems and answer questions. This allows us to explore relationships between different categories of content, subjects, and most importantly the way people will navigate around the website. This is also a good time to call upon any user research data: analytics, or SEO data when creating page titles.
Phase 4 - Wireframe Design
We'll recap phase 3 and present a wireframe design of the website. Wireframes provide a detailed view of the content that will appear on each page. Although they do not show any actual design elements, the wireframes provide a guide for defining content hierarchy on the page. You will get more of a feel for the layout of the site in this stage. We'll work with you on deciding the placement of elements, forms, slideshows, etc. Website features will be clearly defined in this final phase.
Social Media Management
Here are the things that NESMA focuses on when we manage your social media accounts:
Brand voice and tone is maintained through consistent posts about the same general topics. Posting information about sleep disorders and tips to help you get to sleep is great if you are in the health industry but if you are a glass manufacturer, not so much. Keep it relevant and post during times when your following is most active. We make sure you respond to anyone who messages you within 24 hours via automated messaging and let them know someone will be with them soon to help address any concerns or questions.
Using content in the form of articles/videos from your site will do better than pulling articles/images/videos from other pages on the web or in social media. It is important to post to the native platform we are working in and either re-use informative content or use what others have published, giving credit where it is due. Repurposing content is a great way to establish credibility and may help turn your brand voice into an authority in the industry.
Posting when your audience is active is extremely important. Take twitter for example; the average life of a tweet is 18 minutes and most retweets happen within 7 minutes. This means users in this space are living on the social platform, see something happen, and then share it as a part of what they are interested in. Understanding when to post/tweet/reshare is critical to a campaign’s success and will continue to be tested for the best results across the entirety of the business.
Community engagement: When you have an established and active following, it's important to stay connected with them. The worst thing you can do is “deliver and disappear.” We will keep your brand humanized by answering follower questions, adding value to conversations on your posts/page, liking and commenting on follower-shares, asking questions to promote conversation, and more. We will work with you to create a generic FAQ (with answers) for your audience in case they ask questions that require your expertise.
Weekly Analytic Report and Assessment: In-depth analytics of post and post type success, engagement stats, audience insights, mentions, and campaign results.
Consultations: Equip you with the skill-set to tackle a wide range of social media strategies. It's important to always stay involved and educated with your social media channels so that you can understand and apply methods for tasks not within our realm.
Content Extras: Content Creation (Images, Videos, Blogs, etc) Videos can be edited, clipped, or created. Images can be branded, texted, or slightly modified. Blogs can be created or edited.
Contests / Giveaways: Depending on the platform, different software and tools are used for contests and giveaways. Facebook for example, has specific requirements on what you can run and how you run them. An example of this is that you cannot count a submission based on a like and you cannot force others to share your promotion or giveaway as a way of getting more votes. While these giveaways are possible to do off of a website or direct traffic to a page, certain guidelines must be met before proceeding.
Industry and Tactical Analysis: We research what is trending in your industry along with who the social influencers are. By studying your audience to understand what content they engage with, we can determine which type of content to post onto your page and what types of strategies work best with them. It's suggested that you provide your own content (blog, case studies, company photos or videos). At least 50% and at most 95% of your posts should be created by your brand. We will also establish social media goals and measurable objectives for each social profile.
Campaign and Strategy Development: Social media campaigns are highly successful in increasing brand awareness and audience engagement. Promoting giveaways or contests will get people to your website, get people talking about your brand, give your audience an exciting experience, help you collect lead information (Email addresses), and more. This includes strategy development for non-giveaway campaigns such as a series of posts surrounding a specific tactic. You could also call this the “ideation” deliverable. These hours include the implementation/execution of the strategies as well.
Creating a New Social Profile: If you aren't on a social channel that your audience is participating in, then we will set up, create and get this social profile up to speed for you. This also includes instructing you on how to use the new platform.
Monitors Brand Mentions: We monitor and report on brand name mentions across all public social media sites and blogs, so we can determine how we want to respond to people who may not be tagging our social media profiles when talking about our brand. This is an excellent way to turn a bad experience into a good one, or a good experience into a great one!
Social Media Ads Management
Here are the things that NESMA focuses on when we manage your social media ads accounts:
Our approach is comprehensive and is not limited to the account alone. We work with multiple accounts where and when we are needed...
We take the time to ensure tracking analytics are set up correctly, that your landing pages are helping boost your quality scores (which helps lower your cost per click)
We provide daily analytics, weekly updates, and monthly calls on how we can further improve to get the best return on investment...
Integrating Accounts: It is important to make sure everyone requested to work on the account has access through the business manager and establishes ownership for our clients. This includes adding on any business managers, ad accounts, pages, groups, or access we need to work efficiently without any passwords required. Typically accounts give us advertiser access so you still have full control over your account and any history with that account. This process is fairly easy and will help make life easier for you when having several employees or agencies working on the accounts. This will also help to keep track of who is posing what and when ads are being changed.
Building Re-marketing Campaigns (segmentation for E-commerce): As mentioned above, re-marketing campaigns can be set up after the pixel and analytics code is in place. This allows us to re-market to the same individuals who have previously spent time on your site if they did not convert into a sale. The goal here is to build campaigns around different products/services they were interested in and specifically target them to get them to make a final decision or get more information about you. Keeping your brand front of mind is just as important and the good news is you don’t pay unless they click.
Awareness / Traffic Driving Campaigns: Brand campaigns or awareness campaigns are focused on building the image of your company through a social presence. Trusting a company should never be defined by the number of likes on a page but it is a start in pushing awareness and building a following. Other campaigns that do this well are informational articles or videos.
Audience Building / Lookalike Campaigns: Audience building can be a lot of work and will take up the majority of any ad campaign being launched. Using your buyer persona is going to be key in targeting the right person you are interested in advertising to. Over time with the use of the pixel code, (Facebook/Instagram only) an audience will be built. They will be called a lookalike audience that mimics your target person based on the interests that are shared among those that are converting. This gives us the best chance possible at a perfect customer and helps to reinforce re-marketing campaigns.
Full Ad Creation: Ads vary based on the social media platform. Regardless of that platform, we help to develop, the most diverse/results-driven ads based on text/images/titles/URLs/CTA buttons, etc. Each of these pieces can change the outcome of the ad. To make sure that we are continuing to improve the results of the ads we A/B test them based on the discussed key performance indicator. *Image creation is an additional cost*
A/B Testing (KPI): A/B testing as mentioned above helps to test only one variable at a time without altering anything else so we can tell what is working and what is not. Typically, a client is looking to increase sales thus making their key performance indicator a conversion. This is not always the case as some campaigns are interested in awareness or promotion of a certain event. Yes, ticket sales are the goal but pre-campaigns to the release of a movie or concert are just as important to promote awareness. Once all the variables are testing across a full week (5 business days), we go back to looking at the audience. If no results have been found (very unlikely), we re-calibrate the audience and focus on lookalike audience building all over again.
Search Engine Ad Management
Here are the things that NESMA focuses on when we manage your search engines ads accounts:
Our approach is comprehensive and is not limited to one search engine account alone. We can take on as many accounts as needed for your success...
We take the time to ensure tracking analytics are set up correctly, that your landing pages are helping boost your quality scores (which helps lower your cost per click)...
We also provide daily dashboard analytics, Weekly updates, and monthly calls on how we can further improve your conversions to get the best return on investment...
Tracking - Basic analytics tracking and conversion tracking codes for PPC will be provided and can be installed by That Company as needed. Proper tracking is essential to our success and we will work with your team to ensure it is accurate. We will want to specifically monitor all relevant conversion points, which should include a lead generation form and a newsletter sign up form.
Keyword Selection - Keyword selection is key to the success of any PPC Campaign. We believe in a very comprehensive long-tailed keyword approach, as it has a positive effect on both reducing costs per click and increasing relevance. The more general terms will need to be bid slightly lower since the conversion rates will be lower.
Competitors - We also propose specifically targeting competitors’ names as keywords. Branding is very strong in your vertical market, and any time we have a competitive advantage, we want to target the competitor's name for highly relevant clicks. For this practice to be effective, we will need well-composed ads and high-quality landing pages.
Quality Scores - Since high-quality scores are so vital to the success of the account, we regularly review quality scores and restructure campaigns with that in mind. We anticipate having a dedicated search, display networks, and re-marketing campaigns. We anticipate that each of the search and display campaigns will have dozens of ad groups of tightly knit keywords for optimal quality scores.
PPC Match Types - We recommend focusing on more exacting match types. For the most part, we can avoid broad matched keywords, except where a keyword has proven to have exceptionally low conversion costs. We will instead focus on modified broad matched keywords, phrase matched keywords, and exact matched keywords, with higher bids on the more exacting match type. We will be able to accomplish several things with this methodology. First, we will be better able to micromanage bids, since the exact matched keywords are likely to convert better than the broad matched keywords and deserve more aggressive bids. More importantly, when Google sees that a keyword is present three or four times in different variations in an ad group, the relevancy between the keywords goes way up. That tends to lead to higher quality scores, which in turn lowers our CPCs.
Negative Keywords - Negative keywords block traffic that is triggered by your keywords, but not truly traffic you want coming to your website. We will have a significant number of negative keywords that we have identified from previous clients in your industry that we can incorporate into your account. Ongoing reviews of search queries and the addition of negative keywords are part of our standard operating procedures.
Bid Adjustments - We will utilize our proprietary bid management software and expertise in a manner that allows us to bid specifically on the keywords and websites that best reach the campaign's target audience for the most cost-effective rates. As a general rule, we found that positions two and three are often the most cost-effective, but we will treat each keyword individually and use our tools to push them to the optimal positions.
Managing by Devices - With the advent of Google enhanced campaigns, the mobile marketplace has changed. While mobile traffic is a sizable segment of the online marketplace, it tends to convert at a lower rate. We will adjust to this conversion rate in two ways. Click-to-call conversions from mobile devices are often the preferred method of converting, so we will definitely want to incorporate click-to-call into our strategies. Secondly, we typically recommend bidding down on our mobile bids, and our experience indicates that a reduction of 10 to 15 percent in your marketplace is a good starting point, although you may have internal data that further refines this figure.
Time of Day/Day of Week Adjustments - While it is appropriate to run the campaigns 24/7, it is important to adjust bids by time of day and day of the week. It is best to adjust bids by the time of day so that we are only paying what a click is truly worth, being more aggressive when the best traffic is available, and saving money during the off times. There are smaller adjustments to be made by day of the week. Again, we can pull on our experience in your industry, or you may have internal data that further refines these adjustments.
Ad Creation - Getting the messaging right is a big key to successful PPC marketing. We have seen such messaging have profound effects on both click-through rates and conversion rates, which is one of the reasons we emphasize such a high level of client interaction when creating campaigns. We will incorporate your messaging with our standard best practices regarding ad copy to create effective, compelling ads. This is true for both text and image ads. We can either utilize existing image ads that you have created or create new and unique ads with images that you provide us. Part of getting the messaging right is making sure that we are using proven images from your inventory.
Ad Variations - NESMA recommends split testing a variety of ad variations. We will create a series of highly optimized ads and will continually split test them against one another. We will also incorporate ad extensions into every ad group and optimize them as well, in an effort to improve click-through rates.
Display Network - Initially, we recommend not devoting more than 10 to 15 percent of the PPC budget to the display networks. This network targets people who are researching information on websites that are relevant to your industry, but we project the traffic quality there to be much lower than in the search networks. However, the click cost in the display networks, which we predict will be a fraction as much as the search networks, is low enough that we believe this can be a small source of cost-effective traffic. In particular, we want to focus on re-marketing (see below). If the data proves otherwise, we will enlarge the budgets for these campaigns and expand the display networks.
Re-marketing - We believe that “re-marketing” (sometimes called “re-targeting”) will be a vital component to the success of your digital marketing efforts. Here is a brief explanation. With the exception of those few people who have cookies disabled on their computer, a cookie can be placed on the computer of any website visitor. It doesn't matter how they arrived on the website. Those people can then be targeted with low-cost ads and visit different sites online. This scenario is typically very cost-effective and can turn a one-time visitor into a customer, essentially multiplying our efforts towards target clientele.
Tools - We will share our proprietary reporting tool. This source does a fantastic job of showing trending data. We will send these reports and personal analysis of your account on a weekly basis.
Search Engine Optimization (SEO)
Here are the things that NESMA focuses on when we manage your search engines ads accounts:
The analysis is an extreme amount of information we need to collect to take action and direction with your websites. It takes us approximately two to three weeks to aggregate the below data; then we deliver the reports to you in an online meeting format...
These reports allow all parties to understand the scope of the project and will allow us to write a Strategic Internet Marketing Plan (SIMP). Once this plan is complete you'll receive an official quote for ongoing SEO...
After that stage is complete you'll know what it's like to interact with our professional team, you'll have a significant amount of knowledge about the opportunity and obstacles, and we'll know what it'll take to help you achieve the success you want...
Step 1 Developing the strategy (GET MY FREE STRATEGY) these reports include
Keyword Report – Define exact keywords and search phrases that users are searching on the Internet as well as the monthly search volume. This activity will give you an idea of the potential traffic searching for your products/services on a monthly basis.
Initial Website SEO Analysis – Our software will look at images in relation to load times for each page, broken URLs, as well as other areas as it affects search engines from crawling the site. The website is a critical factor in good SEO. The layers or “hierarchy” of any website structure is extremely important to a successful SEO project.
Competition Analysis – This report will help us identify the strength of the keywords and how hard or easy it will be to achieve search results. Our goal is to help you get a return on your business sooner rather than later. Keywords and search phrases are organized into a timeline, so then we can focus on optimizing keywords that can be won in the search engine on the front page while working on the more difficult keywords that can take longer.
Initial Ranking (Benchmark) – This report shows where keywords and search phrases are ranked today. Accountability is a vital and necessary part of any good SEO company. In our benchmark report, we will look at what keywords your website currently ranks for and where. Moving forward we will run reports benchmarking our efforts. We will run such reports every three to five weeks to measure the success of the SEO project.
Initial Competitive Intelligence Analysis – This step involves looking at who your top 2 competitors for the keywords and search phrases are and where they rank for keywords. As part of strategy and setting expectations, we have to know who your competitors are online and where they rank for the same keywords we’re going after. This analysis can help us dissect competitive websites and give us distinct advantages.
Step 2: Ongoing Search Engine Optimization
We believe SEO is the single best investment most firms can make. SEO is the process of gaining trust and authority with Google (and other search engines) on specific keywords. Once that trust is obtained, and rankings are achieved, our clients tend to maintain their first page positions for years.
This investment pays dividends month after month.
There are only two ways that your rankings are diminished. The first is if competitors do a better job of optimizing the same keywords. We have specific approaches to combat this issue, which are detailed below. The second reason that organic rankings may change is that Google updates its algorithms.
We welcome those changes. The last several “Penguin” and “Panda” updates from Google have improved about 80 percent of our clients’ organic rankings, with the remaining 20 percent split between no changes, or moderate declines. While no one can predict what the next Google update will do, our track record has proven that our methodologies are very much in line with the direction Google is trying to move with their SEO updates.
Our methods are proven across many different industries, and in incredibly competitive marketplaces, which is why our clients have over a quarter-million first page results.
On-Page Optimization: On-Page, Optimization includes writing new properly optimized content to be posted to the site. This content adheres to all the best practices such as proper keyword density, keyword in the title, keyword in alt tags, appropriate keyword data in meta-tags, etc. If you so desire and provide back-end access to the site, we will post this content for you after your team has reviewed and approved such content for posting. In many cases, we determine that we merely need to optimize what already exists instead of writing a new piece of content. We will either provide our recommendations on how to improve existing on-page content and with your approval implement those changes or simply ensure modifications made by your team adhere to all of our recommendations/best practices.
Off-Page Optimization: Not all backlinks are equal, and you will never find us promise “x” number of backlinks since that has little value to you or the end goal of ranking. What we do provide are quality backlinks that come from blogs; these specifically talk about the keyword we're trying to optimize for, utilize the keyword as the anchor text, and link back specifically the article we want to rank for that keyword. We profoundly believe in a sustainable approach to backlinks and thus feel in the control of those backlinks. When Google makes a change to how they view backlinks with an algorithm update, we can alter our approach and make changes to all of the backlinks we've previously developed for you. This is how our clients have not only become successful but remain the incumbent winner in their associated spaces.
Toxic Backlink Removal: We will initially look for and then continually monitor for toxic backlinks coming from unfavorable backlink neighborhoods, and when discovered we will go through the process of disavowing them. We have largely streamlined the disavow process by continually developing our private software since the announcement of Google's Disavow Tool. Our tool helps locate toxic backlinks, requests the site to remove them, automatically checks in one week to see if removal has occurred, and then submits a report to Google if they haven't removed said backlinks to officially disavow them. This documented process is required by Google to disavow toxic backlinks. This process can be exceptionally time-consuming if done manually. Our tool does much of the heavy lifting, but we combine human intelligence to ensure that ONLY bad links are removed for the best possible results.
Social Signal Development: Social signals are beginning to have a significant impact on SEO, and that's why when we post a new piece of content for a client we develop social signals to that content. This activity is completed through our social signal network that tweets, +1s, and shares the content. We take a much more gradual approach with existing content as Google would view many social signals about an old piece of content as unnatural.
Weekly Meetings: We believe that we should have weekly meetings with our clients. SEO may take time, but we don't believe that our objectives/tasks should take any longer than they need to. By having regular meetings with us you can keep us accountable, and we'll keep you and your team accountable for the action items that need to take place. In these meetings, we will also be going over reports of the progress of the campaign, and consistently share with you the results of our relationship.
Our SEO Ethics:
We believe in white hat SEO, but actually take our ethics a step further; we pass everything we do through a simple litmus test.
There are five questions that must be answered of things we think, say, or do:
Is it the TRUTH?
Is it FAIR to all concerned?
Will it build GOODWILL and BETTER FRIENDSHIPS?
Will it be beneficial to all concerned?
Is it the RIGHT thing to do?
*We will not engage in underhanded marketing techniques or black hat SEO techniques, nor we will work with companies involved with adult themes, gambling, or activities that we consider morally questionable, or that may exploit anyone.
Ongoing Email Marketing
The following are some of our primary email marketing deliverables. Our deliverables per client are unique and are indeed not limited to the following:
Email Marketing Strategy Development
Meeting with you weekly or monthly to review email campaign analytics
Content Development – Built with your email marketing goals in mind
Tailoring your email marketing campaign to your specific industry context
Design Template Development
A/B Testing Consultation (subject lines, content, templates, etc)
Making sure that your messages are functional and beautiful across email clients and platforms, including mobile and tablets
Training you/your team on campaign design and maintenance
Helping you build your contact list to reach the maximum number of potential customers
Guidance on lead-nurturing best practices
Guidance on post-purchase email campaigns to help with up-sells and increase repeat purchases
Our PR staff are members of the Forbes Agency Council and have a 4.8 star rated PR training with over 1200 agency students on Udemy. Whether or not we decide to work together, the NESMA team is confident that we will offer some insights and PR tactics that can help your company brand yourself through 3rd party credibility pieces.
Do you need quick, high-tier Media Placements?
Are you ready to add another income stream?
Are you neglecting your own PR and Marketing?
Great! Let's do the legwork.
Media outreach and pitching
Media placements and features
Guest blog opportunities
TV and Online Interviews
Local Media Coverage
Traditional and print where necessary
On-going search engine reputation management may include but is not limited to:
Website Development: Part of the initial launch will be to develop out several different sites we can utilize to push positive content upon.
On-Page Optimization: On-Page Optimization includes writing new properly optimized content to be posted to the site. This content adheres to all the best practices such as proper keyword density, keyword in the title, keyword in alt tags, proper keyword data in meta-tags, etc. If you so desire and provide back-end access to the site we will post this content for you after your team has reviewed and approved for posting on your main site.
Off-Page Optimization: Not all back-links are equal and you will never find us promise “x” number of back-links since that has little value to you or the end goal of ranking. What we do provide are quality back-links that come from blogs; that specifically talk about the keyword we're trying to optimize for, utilize the keyword as the anchor text, and link back specifically the article we want to rank for that keyword. We highly believe in a sustainable approach to back-links and thus believe in the control of those back-links. When Google makes a change to how they view back-links with an algorithm update we're able to change our approach and make changes to all of the back-links we've previously developed for you. This is how our clients have not only become successful but remain the incumbent winner in their associated spaces.
Toxic Backlink Removal: We will initially look for and then continually monitor for toxic back-links coming from unfavorable back-link neighborhoods, and when discovered we will go through the process to disavow them. We have largely stream-lined the disavow process by continually developing our own software since the announcement of Google's Disavow Tool. Our tool helps locate toxic back-links, requests the site to remove them, automatically checks in 1 week to see if removal has occurred, and then submits a report to Google if they haven't to officially disavow them. This is the documented process that Google requires to disavow toxic back-links. This process can be exceptionally time-consuming if done manually. Our tool does a lot of the heavy lifting, but we combine human intelligence to ensure that ONLY bad links are removed for the best possible results.
Social Signal Development: Social Signals are beginning to have a significant impact on SEO which will impact our reputation management efforts, and that's why when we post up a new piece of content for a client we develop social signals to that content. This is completed through our social signal network that tweets, +1's, and shares the content. We take a much more gradual approach with existing content as Google would view a lot of social signals about an old piece of content as unnatural.
Weekly Meetings: For our clients, we believe that we should have weekly meetings. Search Engine Reputation Management may take time, but we don't believe that our objectives/tasks should take any longer than they need to. By having a regular meeting with us you can keep us accountable, and we'll keep you and your team accountable for the action items that need to take place. In these meetings, we will also be going over reports of the progress of the campaign, and consistently share with you the results of our relationship together.