marketing plan
November 16, 2017
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Word Fortitude Marketing Plan
Executive Summary
Word Fortitude, LLC, provides high-level, customized, on-line content solutions to small business owners looking to increase the number of visitors to their website through search engine optimization and the use of key-phrases, establish themselves as a local expert in their field and encourage their visitors to engage further with their business.
Word Fortitude offers several options to achieve this goal, such as; the development of online content strategy, newsletters, blogging, feature articles, targeted social media marketing, press releases, web design and proven search engine optimization techniques.
Target Customers
Word Fortitude targets owners of small U.S. businesses interested in increasing the number of visitors to their website and maximizing their conversion rates through the use of highly customized, targeted online-marketing.
Unique Selling Proposition
While many online content mills exist today, Word Fortitude offers a more personalized, higher level option for today’s discerning business owner. It provides unique, custom content that is thoroughly researched and cited with current, reputable sources. It is at a price-point that is affordable to small businesses operating within a tight marketing budget, yet still provides a high-level quality of product and service.
Using a highly personal approach, Word Fortitude establishes an ongoing relationship with the business owner and researches their offering and industry to produce high-level, valuable content that will attract web crawlers to the business owner’s site and establish the business owner’s expertise with the potential customer.
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Pricing and Positioning Strategy
Word Fortitude offers a variety of online-marketing tools such as customized blog posts for the business owner’s website as well as a variety of social media outlets. Key-phrase rich blog posts start at $120 for 600-800 words, a price point approximately $30 below average.
Pricing for press releases, feature articles and marketing plans also fall below the average price point for work that is typically done without the level of expertise, experience and education found in work produced by Word Fortitude.
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Advertising Plan
Word Fortitude takes a more personal approach to advertising its products and services through in-person appointments with potential, local business owners and relies on word of mouth referrals from clients to other local businesses.
Additionally, Word Fortitude advertises through social media such as Facebook, Alignable and LinkedIn, as well as through its website and the use of search engine optimization targeting local searches for online marketing providers.
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Offering
Word Fortitude offers several options to achieve more site visitors and higher conversion rates, such as; online newsletters, blogging, feature articles, targeted social media marketing, press releases, web design and proven search engine optimization techniques.
Word Fortitude offers significant discounts for new clients, the military and their family members, and to all clients who refer Word Fortitude to another business owner, resulting in that owner becoming a new client.
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Marketing Materials
Word Fortitude utilizes business cards, a comprehensive website that includes an online store, pricing breakdown and examples of different products, a Facebook site, a LinkedIn site and an Alignable site.
Word Fortitude regularly posts new content to the website as well as to the social media pages listed above to keep the offering readily available, fresh and current.
Word Fortitude has a 3-fold brochure given to potential clients during onsite visits that details its offering and pricing structure.
Promotions Strategy
Word Fortitude regularly submits blog posts and articles to numerous, reputable online magazines as a form of promoting its offering.
Additionally, Word Fortitude utilizes the techniques in its offering to promote its own services, such as search engine optimization, key-phrase rich content, smart web design and regular blogging.
Word Fortitude also promotes its products and services across social media such as Facebook and LinkedIn by offering seasonal discounts, discounts to new clients and running promotions through pay per click advertising.
Additionally, Word Fortitude partners with a high-level web designer, Greg Fry at Santa Clarita Web Design, to offer clients highly developed web design coupled with custom, quality blogging.
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Online Marketing Strategy
Word Fortitude uses a five-prong approach to meet its online marketing goals.
Keyword Strategy: By ensuring each article or blog post written is rich in researched
key-phrases that promote the blog post across search engines.
Backlinks: By cross-referencing and back-linking other reputable websites, Word Fortitude encourages these sites to reciprocate, leading to more site visitors.
Search Engine Optimization Strategy: By regularly updating the Word Fortitude
website with new posts on an array of topics, valuable information on content
marketing and promotion and regularly using back links whenever possible to
encourage other websites to link back to the Word Fortitude site.
Paid Online Advertising Strategy: By promoting online sales, discounts, specials or
campaigns through the use of pay-per-click advertising within Google Adwords as well
as Facebook’s storefront to promote unique offers.
Social Media Strategy: By using Facebook, Twitter, Instagram, Quora,
Medium, LinkedIn, Alignable and various other online outlets to promote regular blog
posts, seasonal discounts, new offerings and regular summaries of its growth and
development.
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Conversion Strategy
Word Fortitude uses customer testimonials on the website as well as several “call to action” buttons to encourage the site visitor to engage further through providing contact information, that is then followed up on by a personal phone call or in-person appointment. Word Fortitude qualifies potentially interested clients and converts them to customers through personalized engagement after thoroughly researching their offering and providing a highly customized, personal solution to their unique, online marketing needs.
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Joint Ventures and Partnerships
Word Fortitude has partnered with Santa Clarita Web Design (SCWD) to offer its clients the highest level of expertise and professionalism in web design and content marketing.
By sharing our clients and potential clients we are able to offer SCWD’s expert, seasoned web design along with Word Fortitude’s highly customized and developed blogging techniques.
This partnership enables us to offer a complete, professional, one-stop-shop approach to all small to medium sized businesses for their online marketing requirements.
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Referral Strategy
Clients who refer Word Fortitude to another business owner that results in a sale receive a free blog post up to 1,000 words for their site.
Partner businesses such as Santa Clarita Web Design also receive a free blog post for referring Word Fortitude to a potential client that becomes a customer.
Those who refer Word Fortitude more than once, resulting in a sale and new client, continue to receive a free blog post for each referral.
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Strategy For Increasing Transaction Prices
Word Fortitude’s pricing is currently structured on the lower end of the content marketing pricing spectrum produced by marketers with three or more years of professional experience.
As Word Fortitude builds clientele, it will increase its pricing to reflect gained experience and wider establishment of a solid client base.
Word Fortitude strives for fewer quality clients over a higher number of sporadic clients not committed to a long-term web presence and steady increase in online business.
Retention Strategy
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Word Fortitude’s business model is built on establishing long-term, professional relationships with it’s clients through developing a deep understanding of their business and marketing strategy. By setting attainable goals and continuously striving to exceed expectations, Word Fortitude hopes to retain and grow with its clients and eventually reach a level where 100% of its new clientele comes solely from
client referrals.
Financial Projections
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