The ROI of Organic Digital Marketing

THE ROI OF ORGANIC DIGITAL MARKETING
Yes, it can be measured!

Every day you spend not building your brand, is a day you are destroying it.

Building a brand presence is important to achieving your sales goals.

When your referral partners know how to describe what you do and who you are, they can better send potential clients to you.

Your clients see you on social media providing consistent high-quality content, resulting in the security that they made the right decision going with you.

Prospects see you on their social media feeds, in their inboxes, and on the first page of search results when they search for anything within your purview. This establishes you as a trusted partner that everyone wants to work with.

Organic strategy costs less and lasts longer than a paid media strategy alone.

Marketing as a whole can be broken out into 3 subsets: OWNED, EARNED & PAID.

At Digital Storyteller, we create “owned” assets that result in “earned” coverage so that when and if you decide to do paid ads, you are well positioned as a thought leaders in the industry and your authority supports your messaging.

OWNED

Your website
Blog articles
Lead-magnets: quizzes / assessments / ebooks/ whitepapers
Email workflows / Drip campaigns
Video content / employee CEO spotlights / animated walkthroughs / Pro Tips series’
Social media content
Podcasts/ webinars you create

EARNED

Media Coverage
Backlinks to your content
Organic social likes, comments shares and saves
YouTube comments, shares, mentions
Links to your answers from Quora
Reviews on Google or other review sites

PAID

Ads, Google search ads, retargeting ads and Ad placements in publications.
Sponsorships
Kickers to Referral Partners
Paid PR including paying for placement in publications and PR Newswire releases
Paying to appear on Podcasts / Webinars

Our Difference

Marketing agencies can submit proposals all day long. Without insight into your goals and challenges, it is only a scaffold of what is needed.

We begin every engagement with a 2 hour Brand Storytelling Session.

The Brand Storytelling Session is an exploration of your goals and objectives, your current reality, and how you present yourself in the marketplace.

“That was so much less painful than I thought it was going to be.”

Mike Taffe Payroll Hub

“I’ve never done anything like that before, and I thought I’d been through every marketing process there is.”

Eric Northbrook, Voit Commercial Real Estate Services

The session provides an overview of your brand voice, a strategy document outlining the steps to best achieve your goals, and the initial four sections of your brand manual which is the guide you and your partners can use to achieve the kind of consistent brand representation that builds trust and gets results.

Where the Rubber Hits the Road

The tools we use and strategies we employ. You want secret sauce? Here you go!

STRATEGY

STEP 1: Review current marketing documents

STEP 2: Interview 5 – 10 key team members

STEP 3: Interview 5 – 10 clients for positioning and messaging

STEP 4: Conduct sales pipeline assessment

STEP 5: Execute digital competitive analysis

Website Content

Brand voice audit
Content cannibalism audit

Structure

XML mapping
Customer Journey Audit (UI/UX)

Traffic

Total traffic
Traffic acquisition source
% branded vs. non-branded search traffic
Duration of visit
Bounce rate
Backlinks

SEO:

On-page site structure
Number and value of backlinks
Relevant optimized content
Keyword ranking that drives traffic

CONTENT

CONTENT CREATION:

Create a monthly content calendar to plan and strategically create consistent content for web and social.

CONTENT SCOPE:

1 owned organic article per week written by Digital Storyteller content specialists
Articles are posted to the website blog, linked internally and externally, and optimized for organic search.
Keyword research presented monthly reflects search ranking by volume, difficulty, and competitive benchmarking.

MONTHLY CONTENT CALENDAR CADENCE:

Week 1: Topics are presented for approval
Week 2: Articles are written
Week 3: Content is submitted to clients for review
Week 4: Posts are scheduled across social channels throughout the following month.

SOCIAL

SOCIAL MEDIA:

Each social platform has unique attributes and success factors. Following is an overview of their purposes in the B2B space and the tools we use to optimize engagement on each platform.

LinkedIn: LinkedIn is the ultimate B2B platform. In addition to the sales opportunities from direct outreach using tools that can scale and automate connection requests, LinkedIn is the place for thought leadership. To be effective on this platform, give away information and insights beyond your “sales pitch.” Furthermore, position yourself at the center of your target demographic’s information circle.

Facebook: Facebook is primarily a pay-to-play platform for B2B corporate pages. While this may seem restrictive, the use of lookalike groups and the investment of as little as $50 a week can get your message in front of the right audience. Do not underestimate the power of video and real employee and leadership stories on this platform.

Instagram: Instagram is used to reinforce your brand’s personality. The visual nature of this platform allows for creativity and brand recognition beyond the thought leadership of LinkedIn. The use of hashtags, reels, and stories in combination with the growth tools we employ, turns this medium into a place to reach a younger audience.

YouTube: Video strategy is a deep reinforcer of brand message and YouTube (as it is owned by Google) is a great driver of domain authority as well as organic search. The “how-to” space is widely searched and pro-tips and how-to focused content thrives on this platform.

Twitter: Twitter focuses primarily on newsworthy and trending topics of discussion. The platform places emphasis on accounts that are sharing tweets anywhere from 5 to 10 times per day. As such, this is not typically where we see the most significant return on investment for our clients. That being said, one of the unique benefits Twitter offers is the opportunity for brands to be tagged or mentioned by other users.

EMAIL MARKETING (CRM):

Your CRM not only houses your existing contacts and sales pipeline, but it also is home to the email marketing that supports those prospect and customer lifecycle stages.

Our team partners with HubSpot, however, we currently support clients that use Zoho, Salesforce & Pardot, Engage, and BirdDog.

Stage 1: Identify the lifecycle stages of prospects and of clients.
Stage 2: Import or update the CRM to reflect reality.
Stage 3: Build out workflows to support the sales team before, during, and after initial engagement (this includes direct outreach through purchased lists as well as nurturing existing contact lists.)
Stage 4: Build out workflows to support onboarding and client retention

At Digital Storyteller, we support all stages of outreach, tracking, and follow-up as they pertain to marketing, sales, and client retention.

SEO

SEO:

Search engine optimization involves optimizing your site and content to be best understood by search engines. We use both on-page and off-page SEO in our strategies to ensure that your search presence is best optimized.

Our SEO onboarding process includes a combination of reviewing what you currently rank for, nailing down what you want to rank for, identifying existing traffic for those keywords, and how your site is structured to successfully rank on search engines.

We conduct monthly research to ensure that your content calendar and blog topics are tailored toward trending topics and supporting your overall organic growth.

Content is an optimal tactic when targeting successful SEO. Sharing content, most notably videos, blogs, and podcasts, serves as an opportunity to use the keywords that you want your site to rank for.

We use SEMrush to track historical performance, conduct regular topic and keyword research, complete regular site and backlink audits, and more. Similarly, this tool gives us insight into competitors in the space.

WEBSITE

WEBSITE:

Your website is the engine behind everything you do in the online digital marketing space.

You control the messaging on your website and it’s the place where you can cater directly to your target audience.

Heat mapping can show that visitors are trying to click on an un-clickable icon – or that they don’t know what to do after a video finishes. Insights like these allow you to keep the website versatile and flexible, adjusting to the journey of your customers until you are guiding them down an interactive path that leads them right into your sales funnel.

At Digital Storyteller, we specialize in WordPress sites, supporting all of the technical and ongoing CRM and tracking integrations while building out the right additional assets to optimize the website experience based on research, data, and best UI/UX practices.

PHYSICAL ASSETS

PHYSICAL ASSETS:

Brochures, one-pagers, thank you cards, business cards, slide decks, and all of the downloadable assets that trigger your CRM to indicate lead status are elements that we design and deliver.

Consistent branding, messaging, and impeccable design support your brand presence in everything you do.

Imagine getting a download from McKinsey that had typos, or was poorly designed. It would undermine your trust in the company despite its renowned reputation.

Investing in your brand means that everything you put out should tell your audience who you are and what they can expect from you.

At Digital Storyteller, we have a team of graphic designers dedicated to creating physical assets that reflect your brand standards.

REPORTING

REPORTING:

To fairly evaluate the ROI of organic marketing, you have to see the progress month over month and quarterly. With our quarterly campaign structure and monthly reporting, you will have the insights to see how your keywords, SEO, email performance, website stats, and content strategies are helping grow your brand.

Bi-weekly calls provide the time to review current successes and align goals with actions to support your sales team with marketing efforts.

Our reports include an executive summary of the efforts that have succeeded and those that may not have worked as well, a review of the stats from your CRM, SEMRush, Google Analytics, and Google Search Console to paint a full picture of your progress to date.

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GET IN TOUCH

2710 Lone Jack Rd
Encinitas, CA 92024
858.945.1069
info@digitalstoryteller.io

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