2. WHAT IF YOUR LEAD GENERATION
WAS PREDICTABLE?
…..that would make your sales predictable, and with predictable
sales comes guaranteed growth.
The trouble many business owners have, is work coming into
their business sporadically. One month you will have too much
work to handle, the next may feel like someone has turned off
the tap.
Trying to recruit, invest and grow when your business is
unpredictable is a nightmare. The ‘go to’ position is usually
to err on the side of precaution, instead of growing with
confidence.
This is why many businesses take so long to grow organically.
It is just too risky to gear up a company that is not predictable.
What if you had a Predictable
System?
The type of system that has already
been working for many years upon
many other businesses that are
similar to yours, generating 1,000’s
of leads a week? A system that has
won awards, a system that may well
be the reason you are reading this
sentence.
It would allow you to refocus your
time on growing your business,
doing what you and your team
do best, making decisions with
confidence. Most of all it would
allow you to make more profit.
How do you create a predictable
lead generation system?
This was the central question I
started from back in 2013 when I sat
down to write an internal process
document for my team at Yomp.
Its title was ‘The Perfect 12 Months
Marketing Campaign’.
This task was a labour of love and
when finished stretched over forty-
five thousand words and over 250
actions in a ‘to do’ list format.
I showed it to clients, mentors and
friends who all agreed that it should
be published as a book.
I went about adding a narrative to
it and in November 2015, the book
‘Digital TrailBlazer’ was published
and became a best seller on
Amazon, as well as heavily featured
during the final stages of BBC The
Apprentice in 2015.
Back in 2013, my team and I also
took the 250 action points and
created the (now award winning)
Digital TrailBlazer Lead Generation
Campaign.
Its output is ‘Predictable Lead
Generation’ and since its
launch, we have helped grow
the profitability of a pool of
TrailBlazing, entrepreneurial,
service sector businesses.
We do it all for you
Over the next few pages I am going
to share the 11 elements that all
service sector businesses have to
implement to create a systemised
lead generation machine.
From this moment on, your biggest
growth worries are gone.
My team and I are part of your team.
We are your marketing department
and we are some of the finest Lead
Generators in the world.
Best of all, we are excited about
your business, we have fresh ideas,
unique perspectives and a tried and
tested system that will bring you
predictable growth.
But we do not work with
everyone!
You are going to be working closely
with me and my team for months
and years to come. We will become
one of your most important partners,
we will be holding board level
marketing meetings with you every
month, we will be talking to you or
your team weekly, communicating
daily to the world on your
behalf, which is why we take this
responsibility very seriously.
We therefore have to make sure
that the companies, and the
entrepreneurs we work with are
forward thinking, who understand
the power of digital marketing, are
able to make decisions quickly and
are happy to let us do our thing.
We also have to get on, maybe even
laugh at my bad jokes! We are after
all blazing a trail together, and from
my experience the fun journeys are
always the best journeys.
Richard Woods
Managing Director
2 | yomp marketing - www.yompmarketing.com
3. 3 | yomp marketing - 020 3137 1698
The Digital TrailBlazer
Lead Generation System
Weekly Video Episodes
Weekly Email
Campaigns
Weekly Thought
Leadership Blogs
Daily Social Posts
Search Engine
Optimisation
PPC, Google Adwords,
Facebook, Retargeting,
YouTube & Display Network
Video SEO & Engagement
Over-arching Campaign Strategy
1
2
11
10
98
7
6
5
4
3
Lead Magnet / Info Swap
1
2
3
4
5
6
7
8
9
10
11
Strategy & ROI
Home Page Conversion
Lead Magnet / Info
Swap
A Pop-Up
Video Marketing
Video SEO, Engagement
Advertising
Blogging
Email Marketing
Social Media
SEO
Paid Advertising
4. 4 | yomp marketing - www.yompmarketing.com
step 1...
Your Campaign Strategy and ROI Tracking
Every campaign kicks off with a full blown marketing strategy
session that sets you up for growth.
This is the fun bit, where we start the ball rolling and
your Digital Trailblazer Lead Generation Campaign
comes to life. From your boardroom session we will
already know your current turnover and the turnover
you would like to achieve in 12 months’ time. We then
work out how many sales you need, and in turn how
many enquiries you will need to hit that sales target.
It is a revealing and valuable session.
You will then have a Kick-Off meeting with our
campaign team, where they will spec out your Lead
Magnet/InfoSwap, your content calendar, your video
episodes and taken on all your passwords and logins
for email marketing and social media.
Return on Investment (ROI) Tracking
Management thinker Peter Drucker is often quoted as
saying “If you can’t measure it, you can’t improve it.”
You can never fully understand whether or not you
are successful, unless success is defined and tracked.
Our team will work with you to clearly established the
metric for success and how a ‘lead’ is defined and then
followed up into a sale.
To do this we will add our three Trail Trackers to all
your marketing so that we can report back to you on
telephone, email, visitors and form conversions.
As a Snapshot...
Meet your Campaign Team
Confirm the themes of the 3-month content calendar
Confirm your video episode themes
Confirm your InfoSwap Strategy
Book Video Shoot dates
Prep you for the video shoot
Gain access to your CRM and Social accounts
5. 5 | yomp marketing - 020 3137 1698
step 2...
Home Page Conversion Optimisation
The home page is the first place 80% of clients will visit. It has to be
the most effective at converting traffic to prospects. We therefore
optimise it using our lead generation system.
Let’s say your marketing is doing brilliantly in many
areas. Traffic is coming your way via an effective SEO,
paid search, social or content strategy. However, the
people visiting your site are not enquiring about your
product or service - They’re just not converting.
At Yomp we don’t want our clients to receive a large
increase in traffic but no leads, so we make a number
of changes to maximise the number of enquiries you
receive, and in turn the number of sales generated.
We do this by adding more calls to action
Creating ways for visitors to ‘Request a Call Back’ or
‘Download Our Price List’ or ‘Read Our Prospectus’ is
vital on a website, but so many businesses don’t do it
enough or in an appealing way. We audit your website
and add as many call to action forms and downloads as
we feel are required, to generate more leads.
We also create a video for your home page
65% of us are visual learners. Why not explain your
offering in a way that speaks to the majority?
From working with 100’s of clients and testing video
vs non-video landing pages, we have seen conversion
rates go up by an average of 27%.
When done right, videos keep us engaged and can
inspire us to take action.
As a Snapshot...
Review the content of your home page
Add a home page video
Add more calls to action
Promote the services better and more clearly
6. 6 | yomp marketing - www.yompmarketing.com
step 3...
Lead Magnet / Info Swap
An Info Swap is currency in the online world. As a
supplier of a service you are the holder of specialist
information in your industry.
You are an expert in what you do and therefore need to
share your thought leadership.
To help you do this we work with you to publish
something that your target audience want, and will
value. This might be a how-to-guide, service demo,
infopack or an online tutorial. This piece of online
content is available for all to access as long as they do
one simple thing:
Leave their name and a method of contact (usually
telephone number and email) so you can see how they
got on.
Once a website visitor does this, they go from
anonymous website visitor to a potential customer,
effectively they become a lead.
You then phone the lead and convert it into an
appointment, event attendee, or directly into a sale.
Seems simple enough, right?
The fact is, 80% of companies do not take enough
advantage of this way of building a database of
interested, targeted, motivated potential clients.
One way we have found that works really well is
offering your prices.
InfoSwap your Price List
When looking for a new supplier we all tend to want to
know ‘who’ they are ‘what’ they do and ‘how’ much they
cost. Most websites only do the first two and are too
concerned about their competition to do number three.
For some clients when it is appropriate, we change
that by offering an Info Pack with a price guide to
visitors who exchange their contact details. This simple
method has seen great results.
step 4...
The notorious pop-up!
As a Snapshot...
We work with you to confirm your InfoSwap Strategy
We interview you to get the best content for the InfoSwap
We write the content for you
You give amendments and changes then sign off
Our Graphic Designer creates the Info Pack style
We add the InfoSwap to your website
After months of testing we have now added Pop-up’s
to our TrailBlazer strategy for ALL clients. – Yes that
annoying thing that pops up asking if you would like to
access the eBook after you have been on a web site for
10 seconds.
I know people do find it slightly irritating, but we simply
could not argue with the results. Across the board for
our clients it has created a 20% uplift in lead generation,
which if you add that to the 27% for the on page video’s,
we are seeing a great return from a few small changes.
To back up using this tool, in a case study on the
AWeber blog, a niche website tested a sidebar form
verses a pop-up signup form. Over the course of seven
months, the pop-up collected 1,375% more subscribers.
When used in smart ways, like giving away a free
report, tip sheet or price list, pop-ups can radically
accelerate the number of leads your website generates.
We make sure they stay smart and not annoying by
installing cookies so that it does not pop up again after
someone says no thanks.
As a Snapshot...
We work with you to confirm an InfoSwap for the pop up
We design the pop up form
We install it into the relevant pages upon your website
Add a cookies functionality with tailored rules
We code the form to submit straight into the email
marketing CRM
We create the email autoresponder sequence to follow
up conversions
7. 7 | yomp marketing - 020 3137 1698
step 5...
Video Marketing
Few underestimate the power of online video. Its importance has
been apparent since at least 2006, when Google acquired YouTube
in a deal worth north of $1.5bn.
Video is changing the face of the internet, in fact its
shifting our focus away from the television set and
into our phones. Think about the last time you were
in a room and either your spouse, a friend or a family
member was watching ‘their program’ on television.
If you are not as into the program as the other, where
is your attention? – It’s on your phone, looking at
content and watching video.
Now with the dawn of the connected TV, you may well
be like me and watch hours and hours of YouTube
content directly through your flat screen.
One of the strongest pieces of evidence to support
the notion that video is the future of the internet is the
impact it’s having on some of the most popular online
services that, unlike YouTube, didn’t start out with a
video focus.
For example, when Instagram, which rose to
prominence as a social photo sharing app, announced a
new 60-second video limit, the company revealed that
the time its users spend watching videos has increased
by more than 40% in six months.
The impact of video is even more apparent when
looking at Instagram’s owner, Facebook.
The world’s largest social network is now one of the
most popular platforms for sharing video, and a real
threat to YouTube.
Live video is not a fad
The biggest trend in online video recently has been live
video.
Numerous brands have embraced Meerkat and Twitter-
owned Periscope, as well as Facebook Live. Facebook
is investing heavily in Live, and it appears to be paying
off.
From working with clients and our own tests Facebook’s
Live video has been a bigger, faster phenomenon
than anyone (including Facebook) expected, and
engagement on Live videos is much higher, with Live
videos receiving ten times as many comments as pre-
recorded videos.
What we do
Through 1,000’s of client tests and using simple human
psychology we know that video is the best way to tell
stories in the online world. For this reason, we start
every TrailBlazer Campaign with a ½ day video shoot,
from which we direct and shoot a minimum of 10
individual episodes. Each episode will be part of your
story, be it the history of your company, an introduction
to one of your services, or a thought leadership piece
on the goings on within your industry or niche.
During the shoot we will also be streaming some of
the ‘behind the scene’ content LIVE on Facebook and
Periscope which will be shared across all social media
channels, which will start to warm your audience up to
the upcoming video content.
Once edited, the videos will be launched once a
week on a specific day to allow for consistency and
engagement with your audience. They will be uploaded
separately to YouTube and Facebook as the two
platform prefer content that is ‘native’ to them and not
just links videos hosted away from their platforms.
As a Snapshot...
½ Day video shoot in our studio or at your office
Professional video and sound equipment for a
quality finish
Editing a minimum of 10 individual episodes
A home page / about us video
Links and subscribe hotspots added to videos
Episodes launched on both YouTube and Face-
book
Facebook live videos during shoot
8. 8 | yomp marketing - www.yompmarketing.com
step 6...
Video SEO, Engagement and Advertising
Creating a watched and subscribed to YouTube Channel and
Facebook Video Campaign takes time and persistence, it also takes
experience, some tricks and a well thought out strategy for both
organic growth and paid advertising.
When all put together a video channel can be launched
and grown into a highly engaging sales funnel. The
following elements are the essentials we implement
for you to make it happen:
Creating the right titles
Successful video marketing does not have titles such
as “About Us” or “My First Video” or worse: “Mov1.
mp4″. We take the time to create the correct balance
between making sure the keyword focus is within the
title, but it is also enticing enough for a viewer to watch
it.
Video Description / Accompanying Post
Both YouTube and Facebook allow for a description
to accompany each video uploaded. It helps viewers
to find out more about the video and its creators
before and after playing it. Adding a well-structured
description is not only professional, but it also creates
further engagement and lead generation opportunities.
It also allows the platform to understand the content of
the videos and help to push viewers towards it.
The following are the three essential elements we add
to all client video descriptions:
Your target Keyword Phrase for the video
Your target URL to which you want to send your
viewers.
A “Mini-Blog Post” describing the contents of your
video, which will help with engagement and video SEO.
#Tagging
Tags let your videos be categorised and appear on
YouTube and Facebook searches easily. Both platforms
have different ways of approaching this, but a well
thought out set of keywords for each video are added
to the tagging section on YouTube or added as #tags
on Facebook.
Your Video Style and Channel Design
Once we have decided in the strategy session what
you want your channel to be known for. We make sure
your videos are a distinct quality and styling to make
them stand out from the rest.
We also make sure the name of your channel
incorporates the kind of videos viewers can expect
from you. Once all confirmed we create a channel logo
and header artwork that is on brand and will help to
attract and keep people’s attention.
We embed it into your website and others
YouTube know when videos are embedded, in fact it is
one of the factors it uses when deciding if your video is
popular or not. Let’s face it, if a video is terrible no one
will embed it. So we embed it into that week’s blog we
create for you, we also embed it onto a relevant service
page on your website (if it is appropriate) that we also
distribute it out to our network of bloggers to see if
we can get additional embeds and blogging interest
around that particular video and its subject.
Promote through other social media
We engage in social media to promote your YouTube
channel and Facebook videos. Twitter, Linked-In,
Facebook and Google+ are the primary social networks
we use to let people in your circle know about your
videos. More information upon our Social Media
strategy is found later in this document.
Video Paid Advertising
We drive views using Facebook boosted posts, we also
drive traffic using Google AdWords and YouTube’s paid
platform. More on this in the PPC Advertising section.
As a Snapshot...
Video strategy and launch calendar
Bespoke titles written for engagement
Keyword optimised descriptions
Hyperlinks back to website from each blog
You Tube Channel Design
#Tagging for keyword targeting
Social sharing and paid advertising work to
promote the videos
9. 9 | yomp marketing - 020 3137 1698
step 7...
Blog consistently
Creating an engaging, consistent, opinionated blog upon your
website is vital for showing your thought leadership and credibility.
In turn, if done right it will also help generate website traffic and
targeted enquiries
In spite of this, many great companies do not blog
regularly or have consistent content calendars, in fact
many who start out on the blogging trail give up when
no results come in the first month or two.
One of our clients was struggling to drive traffic and
sales through traditional advertising.
So they put together a content calendar for six months,
blogging every single week. Six months later, organic
traffic had doubled.
…But remember, once you’ve built up the traffic to your
blog, the job isn’t done. Your readers have self-selected
as being interested in what you are writing about, but
they are not yet on your list.
We therefore make sure all of the blogs we write for
you have calls to action upon them, such as InfoSwap
downloads or links to services pages where they can
request quotes, etc…
We also make sure that we embed the relevant videos
that we have shot for you within the blogs to allow for
more engaging content, as well as increased views of
the video. We also use our graphic designers to create
featured images to complement the blogs and give the
reader visuals to work from. Great imagery also helps
with click through rates from the blog category page to
the individual blog pages.
We know that you need to share your thought leader-
ship consistently to build an audience and credibility,
which is why we blog for you weekly, using the video
content we created as the inspiration so that we can
write in your voice and style.
As a Snapshot...
Create a content calendar of weekly thought leadership themes
We write a weekly unique blog and post it on your website
We embed the related video we shoot with you
We add photography and graphics where appropriate
We Keyword Optimise it so it’s found on Google
We add a number of calls to action to generate leads
We share through social media and email marketing
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10. 10 | yomp marketing - www.yompmarketing.com
step 8...
Email Marketing
Unfortunately, these opinions are dramatically wrong
because email marketing:
• Allows targeting
• Is data driven
• Drives direct sales
• Enables A/B testing
• Builds relationships, loyalty and trust
• Supports sales through other channels
Every email campaign you send out generates so much
data that can be used for instant follow ups, market
tracking, refining your message, looking at product
popularity, feedback, building awareness, contribute
to branding, strengthen relationships, encourage trust,
cement loyalty and of course the most important –
generating sales.
So what makes a TrailBlazing email marketing
campaign?
For services sector companies, it is all about giving
your sales team warm leads to follow up, not just a
list of people who have received an email. To do this,
we create consistent campaigns that are designed to
convert potential clients from being cold, to warm, to
hot.
Each week we send out engaging email content to your
database with links to your videos, thought leadership
blogs and also to the relevant services. Within two to
three days they produce two lists:
1. All the people who opened the email – warm leads.
2. All the people who have visited your website and
converted through the InfoSwaps and Pop Up’s we
have built – hot leads
You then simply follow up the activity from the two
lists by calling the leads, putting them into your sales
process and getting busy converting them to clients.
People who do not embrace the marvels of email marketing often
wonder what all the fuss is about. I often hear people say, “My spam
filter stops anyone email marketing to me, so why would it work if I
email out?” - and - “Isn’t email outdated given blogs, social media,
SEO etc?”
As a Snapshot...
We set up or take control of your email marketing software
We agree the 3-month email marketing content calendar
We create the email marketing design
We write a weekly email marketing campaign
We send you the opens and click through reports
We work with you to put a follow up sales process in place to
convert the leads
11. 11 | yomp marketing - 020 3137 1698
step 9...
Social Media
Social Media is the most talked about and least understood
marketing category available, it is a minefield of bad strategy
and time wasting activities. However, done well it complements
everything you do within a lead generation system and drives
engagement and growth.
It is also a great way of gathering feedback from a
passionate community. With 68% of people saying
that they trust online opinions from other consumers,
it’s important for businesses to have a buoyant
and consistent social presence to encourage your
customers to sing your praises and share online.
As an integrated TrailBlazer campaign, we don’t just
jump in. We plan, listen and understand your business
and market and then deploy around the agreed content
calendar.
Our social media campaigns make use of the major
social media platform’s Twitter, Facebook, Linked-In
and Google+.
The content we publish upon these social channels
reflects and enhances the image you want for a brand
and in the crowded digital world it’s important to create
social updates that stand out above all the noise, and
will be shared.
Reporting & measurement
With social media, there’s a whole new world of data,
insights and tracking out there. Regular reporting
informs future campaign strategies, ongoing activity
and is central to all of our social marketing activity.
As a Snapshot...
Prepare Social Media Strategy
Daily Social Media management
Copywriting all content to be sent
Daily posting on Facebook, LinkedIn, Twitter and Google+
Support the activity on YouTube through sharing links to the videos
Social Media Monitoring
Finding and sharing industry specific content with your Social Network
Creating new content and images to share with your Social Network
Sharing your blog content
12. 12 | yomp marketing - www.yompmarketing.com
step 10...
Search Engine Optimisation
We love SEO...Mainly because we are sad, unloved, geeks, sat
underneath stairs, sub-letting from Harry Potter with just our
laptops and google rankings for comfort.
You however, will only find ‘FUN’ from SEO the day you
complete a google search for the product or service
you sell and find your website at the top of the search
engine rankings.
That exact moment is where our two worlds collide and
we understand each other in a moment we like to call
‘The SEO Geek / SEO Client Singularity!’
…wow! That is a lot of geek speak, anyway every week
we get to that singularity for our clients.
How do we do this? We optimise your website for the
keywords that we know will drive targeted traffic.
Once we have that flow of traffic we will work with you
to use our on-page website conversion tactics to make
sure that you generate qualified business enquiries
from your website.
Search Engine Optimisation (SEO) is based on being
more vocal, smart, cunning and experienced than your
competitors.
Getting noticed by Google is the biggest popularity
contest you will embark upon.
There are so many variations and just keeping up with
Google’s updates is a full time job. - We know this
because it is in fact our full time job!
…But, the top positions on Google are worth £1,000’s
to the companies who hold them and producing sales
through web traffic is tremendously rewarding.
As a Snapshot...
Keyword research and selection
Title, Image & Alt tag optimisation of home, blog and services pages
Sitemap creation and submission
Internal link building into services pages from blogs and secondary
pages
Submission to local and international search engines directories
Link building upon external websites
Social signals through our social media and video work
13. 13 | yomp marketing - 020 3137 1698
step 11...
Paid Advertising
Now that we are rocking and rolling upon all your content and your
brand is spread across the main social platforms, we want to drive
the volume of engaged audience members towards it.
Our PPC service includes much more than just
managing AdWords. It encompasses all the networks
you would expect, from paid search to paid social.
Our focus is to deliver leads through whichever
platform yields the best return on investment (ROI),
from boosting Facebook posts to remarketing, from
AdWords to YouTube, we are all about creating enquires
that convert into sales.
Paid search marketing is the quickest and most
controllable way to get your business in front of people
who are looking for your products or services. You
only pay for qualified traffic and it is therefore easy to
control the budget and return on investment for your
campaign.
Your PPC Strategy
To tailor a pay-per-click (PPC) campaign that’s right for
you, we will get to know your business, industry sector
and competitors. We can then work with you to develop
a strategy that’s going to deliver the results you need.
We then build out your existing campaigns, or establish
accounts upon new networks. It’s important to us that
you own the accounts so you will always have access to
all the backend work we do.
Once the campaign is up and running we will ensure
you’re targeting the most appropriate keywords and not
wasting spend. We also ensure your adverts are tightly
focused to the ad group’s keywords and to the landing
pages on your website; with a strong call to action and
continuous testing, we can be sure you’re getting the
right traffic at the lowest cost you could pay.
Tracking and Reporting
Without the right data, optimising a PPC campaign
would just be a shot in the dark, so one of the very
first things we do is to make sure the tracking is setup
properly, giving us all the data we need to optimise the
accounts going forward.
We then continually refine and focus the campaign to
push the performance boundaries. Attention to detail
is the key; A slightly higher click through rate in this Ad
group, a slightly lower cost per click on this keyword – it
all adds up to make a massive difference.
Each month we produce reports which provide
meaningful insights into what’s happening with your
PPC campaign. What we’ve been working on, what
we’ve noticed your competitors doing and how your
paid search is performing against the key metrics you’re
most interested in.
As a Snapshot...
Keyword research and selection
Competition research and bench marking
Daily monitoring, management and improvements
Write multiple engaging adverts and posts
Design social, display and banner adverts
Add pixels and codes to your website to track conversions
Set up remarketing campaigns through Facebook and Google
Full return on investment reporting
14. 14 | yomp marketing - www.yompmarketing.com
READY TO GET STARTED WITH YOMP?
You’ll need to know these 19 things before we begin
It’s ALL about Leads
We work every day to generate
high volumes of quality enquiries
for our clients. We know that its
why you have come to us and
it is the most important part of
marketing. This is why we start
by making sure we’re all on the
same page – by agreeing that
lead generation is the campaign
goal, we can all then ensure that
nothing else distracts us from
that goal
Your customers are on
Facebook
With 1.65 billion active users,
your customers will be on
Facebook regardless of the
industry sector you are in. Our
clients are always shocked at
how targeted Facebook can
be. Investing in this platform
to boost posts so your target
audience sees them is vital for
lead generation.
You need to have videos
(don’t worry, we’ll help
you with that!)
Using only images and text is a
classic digital marketing error.
Video is one of the best ways
to increase conversion rates,
plus it is one of the most viewed
mediums online. By embracing
the videos and giving them your
all, you will get better results
and help your message to really
resonate with your audience.
Prolific beats Perfect
The content packs give you
a consistent baseline level of
communication into your market.
A common misconception
is that all content must be a
masterpiece. The truth is, regular
posting should be the priority
– that’s why we’ll make sure it
happens weekly and even daily
on the social channels. Instead
of breaking the momentum, it is
better to release ‘great’ content
now rather than ‘perfect’ content
later.
Fast feedback and sign
off
We create a LOT of video and
written content for you in the
first 3 weeks, so it’s important
that you set aside time to sign
it off within a week. Once this is
done you’ll have 2 months and 2
weeks of peace and quiet, but in
those initial 2 weeks of intensive
content creation we do need you
to help by confirming that the
message is 100% right.
One tried and tested
system
We have a system which is truly
tried and tested. However, it is
not all-encompassing! There are
always the latest new techniques
or social media platforms that
everyone is raving about. We
move our clients on to these
when appropriate, but only after
many private tests. Trends come
and go, but we have distilled
the most successful techniques
into one system, with one clear
set of tasks. This will generate
the enquiries you need for your
business, which is why any
additional tasks are not included
in the scope of the campaign.
We need your permission
for success
Literally! We need full admin
permissions for your social media
channels (including Facebook
and YouTube), website hosting
and Google Analytics. Full admin
rights are vital for quickly and
effectively sharing your exciting
new content, and for setting up
the lead tracking system.
Get the most out of your
Info Pack
The Info Pack we’ll create for you
is a quick and easy guide to your
business, rather than a full scale
corporate brochure. Usually this
is taken from your website text
with a small amount of editing.
To be productive it will include
your price guide – which is only
a guide, not a binding pricing
contract! – as we’ve found this to
be a great lead generation tool.
We only work with
WordPress websites
They are the best in class, the
easiest for you to use going
forward and the most flexible
way to implement our proven
conversion-optimising tactics.
If you are not on WordPress,
we are happy to offer our
WordPress conversion service, or
alternatively we can build you a
new TrailBlazing website – both
are separate packages we offer.
We only work with Active
Campaign or MailChimp
for Email Marketing and
CRM
Active Campaign and MailChimp
are the best business email
marketing and CRM service for
their functionality set. We plug
them into client websites as
it helps us to create complex
follow up email chains. Because
Yomp focus only on two
providers we have become
expert, and are able to give a
fast and intelligent service to you
because of it.
15. 15 | yomp marketing - 020 3137 1698
We distribute your
message via 4 Social
Platforms
We love social media and the
attention it can bring you, we
also love pushing your message
across multiple platforms every
day. We therefore post daily on
your behalf to Twitter, Facebook,
LinkedIn and Google+. At this
stage these four platforms
are the most practical for us
to manage on your behalf. We
do love Instagram, Periscope
and Snapchat, but unless we
are stalking you every day with
our phones taking video and
pictures of you, these are not as
feasible as the other four and
are therefore not included in our
current package.
We are a team when it
comes to Social Media
The social part of the campaign
pushes content out to your
audience via Twitter, Facebook,
LinkedIn and YouTube. This is
done organically and through
paid boosted posts in Facebook.
All of this work (which will
happen daily) demonstrates your
thought leadership and shares
your message. However, we
cannot also monitor and join in
with all conversation happening
about you and your company on
all of these networks. When we
see strong engagement levels
we will tell you so you can join in
with it, but our job is to get leads
by driving traffic back to your
landing pages and websites.
Therefore, we do not join in with
the conversation on your behalf.
There are a few small 3rd
party costs
Whenever possible, we will
source free resources for you.
But when we cannot, you will
have to pay for stock images if
used (circa £10 per photo), and
music if used on videos (circa
£48 for audio). The costs which
apply to every campaign are
tracking telephone numbers
(£10 per number, per month x 3
numbers: social – email - web).
We meet each month
We either meet in person or over
Skype every month to discuss
progress, challenges and wins.
This is vital for both sides and is
when you will be presented with
your results and the monthly
report. We spend as much time
as needed at these meetings
and intend to give great value
at your monthly marketing
department meeting. Because of
this, we do keep the frequencies
of all reports and meetings to
monthly, as the rest of the month
our time is spent getting you
leads.
Quarterly video shoot
Based on your choices after the
first quarter, we book in a video
shoot to create a minimum of 12
high quality informative videos to
keep your campaign fresh.
It is OK to email weekly –
trust us!
Our clients’ databases have
usually been sitting on a CRM
gathering dust with the odd
monthly communication.
Sometimes it can be easy to
forget that if your product is
relevant for someone, they do
want to hear from you! In this
busy online world you won’t
annoy people by emailing them
weekly, and if they’d have no
interest anyway they would
never convert into a lead (our
only objective). If you have
specific clients you don’t want
to upset then you can remove
them from the database, but
trust us when we say ‘the money
is always in the list’ – the best
leads are already sitting on your
database. They just haven’t been
made ready to buy from you yet
– we will help change that!
Pop-ups are back!
After months of testing we
have now re-added pop-ups
to our TrailBlazer strategy for
ALL clients. That’s right… that
annoying thing that pops up
asking if you’d like to access
the eBook after you’ve been
on a web site for 10 seconds.
We know they can be a little
irritating, but we simply could not
argue with the results – across
the board for our clients they
have created a 20% uplift in lead
generation, so we do need to use
them on your website.
We only redesign your
home page
We will add a few more Call
to Action sections across your
website, but the home page is
the only page we re-design as
part of the Digital TrailBlazer.
This needs to be done because
it is the highest converting
page and thus requires the
most attention from conversion
optimising techniques. If you do
want a whole new website we
can create a completely new
design for you, but this would be
a separate package.
We’ll keep you informed
Although our monthly meetings
will cover all essential reports
and a comprehensive progress
update, we will also set you
up with a project page on
Basecamp which will contain
full details of any outstanding
tasks plus copies of campaign
documents. We will set up
a content calendar for your
campaign with all the social
media topics and publication
dates so you’ll always know what
is happening and when, and you
can check this any time you like.
16. 1. Strategy and ROI
Every campaign kicks off
with a full blown marketing
strategy session that sets you
up for 12 months growth. We
also add our 3 Trail Trackers
to all your marketing to report
back to you on telephone,
email, visitors and form
conversions.
2. Home page conversion
The home page is the first
place 80% of clients will visit,
so we make a number of
changes to convert website
traffic into prospects.
3. Lead Magnet / InfoSwap
We create a form and
download that we feel is of
value to your website visitors,
and in turn they exchange their
contact details to receive it.
4. A pop-up!
Across the board, our clients
have seen a 20% uplift in lead
generation from adding a pop
up to their website.
5. Video Marketing
You will receive a minimum
of 10 videos about you, your
business and your opinions
within your Industry/Niche.
We release an episode a week
over the course of 3 months.
6. Video SEO, Engagement
and Advertising
All videos will receive a tailor-
made, keyword optimised title
and description. They will also
be tagged and shared, plus
embedded on a number of
external websites, including
your own.
7. Blogging
Every week a relevant
blog post demonstrating
your thought leadership
or promoting a service will
be created. The blog will
incorporate your specified
keywords to help generate as
much traffic as possible.
8. Email Marketing
Each week an email will
be created specifically to
promote that week’s video
and blog. Send it to your
database to engage, promote
and establish you as a thought
leader.
9. Social Media
Daily tailor made social
media updates promoting
your brand, services, video’s,
blog’s, lead magnets, and your
thought leadership. One post a
day across Facebook, Twitter,
Google+ and LinkedIn.
10. SEO
Using the most relevant
keywords for your company
and for each of your service
pages, we optimise each page
individually. We then conduct
monthly link building to move
your site up the listings.
11. Paid Advertising
We add created adverts and
retargeting across, Google,
Facebook and YouTube to
boost posts, views and traffic
to your website, from which
the website converts that
traffic into leads.
The Digital TrailBlazer
LEAD GENERATION SYSTEM
As a Snapshot...
Yomp Marketing Ltd
Romalco House,
49 Guildford Road
Bagshot
Surrey
GU19 5NG
T: 020 3137 1698
W: www.yompmarketing.com
E: hello@yompmarketing.com
