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Digital Marketing Bitshares Blockchain

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A worker proposal to improve BitShares marketing

Publié dans : Économie & finance
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Digital Marketing Bitshares Blockchain

  1. 1. Digital Marketing Pilot BitShares www.teamnijhuis.com Page 1 of 14 Worker proposal Digital Marketing Pilot BitShares 30 October 2018
  2. 2. Digital Marketing Pilot BitShares www.teamnijhuis.com Page 2 of 14 In a world of never ending communication, millions of decisions are made, day after day. No journey is the same. It’s never a straight line. Every step is different. No view is similar. A journey is a line that never stops. To reach them, we have to give them attention. Attention to make them see, think, care and do. Anything that gets attention, grows. The daily flow of information is getting more and more. Many organizations today fail to keep up and are unable to transform what’s necessary for the time that’s coming. As a team we understand the digital transformation of today, and we know what will be successful tomorrow. Let us take you on a journey to let you grow. We exist to let your business grow.
  3. 3. Digital Marketing Pilot BitShares www.teamnijhuis.com Page 3 of 14 Table of contents Management Summary......................................................................................................................... 4 Creating the website and social media channels .................................................................................. 6 What is inbound marketing?................................................................................................................. 7 Inbound Marketing for BitShares.......................................................................................................... 8 Realisation of the inbound marketing strategy..................................................................................... 9 Step 1: Brainstorm for keyword analysis ...................................................................................... 9 Step 2: Performing Keyword Analysis......................................................................................... 10 Step 3: Defining content offer and content items...................................................................... 11 Step 4: Defining marketing automation flows............................................................................ 12 Step 5: Realization of the content calendar and content ........................................................... 12 Step 6: Realization of Call to actions, Landing pages and blogs.................................................. 13 Step 7: Performing promotion of content.................................................................................. 14
  4. 4. Digital Marketing Pilot BitShares www.teamnijhuis.com Page 4 of 14 Management Summary Who is Team Nijhuis As a digital marketing agency Team Nijhuis is business partner of companies who want to grow. Growth is always a positive result: more profit, revenue or efficiency, but also to maintain a market. The agency is established in 1973 and combines 40 years of experience in strategic marketing and communication with the latest knowledge about digital marketing. Thanks to the growth realized by Team Nijhuis for other companies, the agency itself has grown greatly over the past years. This resulted in a few prestigious awards in the Netherlands as one of the fastest growing marketing offices in the Netherlands. In the meantime, 38 digital marketing experts are working at Team Nijhuis for over 150 national and international clients in different branches. Team Nijhuis is working as a Premium Partner for Google. Next to a business partner for companies Team Nijhuis is a knowledge partner in the field of digital marketing. The agency regularly organizes guest lectures on the Saxion University of Applied Sciences and the University of Twente. Besides, they help thinking about the content of the education. Team Nijhuis at Bitfest 2018 We attended Bitfest 2018 in Amsterdam. We gave a short pitch about the things we could achieve for BitShares and its Blockchain by collaborating. Click here to watch the full presentation at Bitfest 2018 Why collaborate with us: • Agency for digital marketing founded in 1973 • 150+ customers with a satisfaction rate of 9.2 • Google Premier Partner -> benefit of using new Google products for clients before global roll-out. • ‘Google Succes Story 2013’ & ‘Top 150 EMEA agency in 2016’ • Second place in the FONK Top 50 top digital marketing agencies of the Netherlands in 2017 • 4 times winner of the Deloitte Technology Fast 50 award • Knowledge partner of the University Twente & Saxion University of Applied Sciences
  5. 5. Digital Marketing Pilot BitShares www.teamnijhuis.com Page 5 of 14 Goals of our collaboration • Grown brand awareness of BitShares and its blockchain. • Grown online visibility of BitShares in search engines like Google, in Social Media and on news websites and generally known blogs. • Increased number of BitShares accounts registered by the effort of digital marketing. • Increased value of BTS. • Increased market capital. Deliverables Current situation: • At this moment there is not a website to direct traffic to. • Nor are there Social Media accounts. Our solutions: • Creating a BitShares official website and social media accounts (Page 6). • Creating an Inbound Marketing Strategy (Page 7 to 13). • Performing the created inbound marketing strategy to achieve our goals (Page 14). o Developing new content in collaboration with BitShares Blockchain Foundation o Spreading content through Social Media, SEO activities, External posting on blogs and news websites, for example Cointelegraph, CCN and coindesk. BitShares Blockchain Foundation will be our sparring partner for creating and checking content. They have the knowledge about BitShares Blockchain and we about Digital Marketing. Reporting All activities will be reported monthly by a post on steemit. Duration 2019/01/01 – 2019/12/31 (12 months) Budget Estimated 100.000 €/bitEUR Purpose Rate (bitEUR) Management Fee Team Nijhuis €1500/mth (18.000 in total) Management Fee BitShares Blockchain Foundation for consulting/sparring €1500/mth (18.000 in total) Performing the created inbound marketing strategy €1500/mth (18.000 in total) Media budget €46.000 Initial cost of €30.000 for developing & maintaining the website, creating social media accounts and developing the inbound marketing strategy will not be part of the estimated budget. These cost will be paid from the fees generated from BTS account creation and activity as an outcome of the performance of the inbound marketing activities. The initial activities will start once €30.000 of the budget is funded. Team Nijhuis Digital Marketing Experts
  6. 6. Digital Marketing Pilot BitShares www.teamnijhuis.com Page 6 of 14 Creating the website and social media channels At this moment an official website for BitShares does not exist. Nor does it have official social media channels. For performing the inbound marketing strategy a website an social media channels are necessary. Creating an official website for BitShares Based on the existing BitShares corporate identity we will create a new WordPress based website. We will create the website with the following steps: - Creating wireframes for all unique templates in desktop and mobile version. - Create the web design for all individual templates for the desktop and mobile version. - Technical development of the website in WordPress. The domain and name of the new website needs to be determined. The website will be in English language. We expect to develop the following 6 unique templates: - Home page - About us page - Blog listing page - Blog post page - Basic text page - Contact page Maintaining the website For the maintenance, security updates and hosting and we will charge a small fee. Hosting can also be arranged elsewhere if preferred. The maintenance of the website content is part of the activities within the inbound marketing strategy. Setting-up Social media channels For BitShares we advise setting-up the following social media channels: - LinkedIn - Facebook - Twitter - YouTube For all channels we will set it up including: - Profile picture - Profile information - Page cover picture - First posts Creating and sharing new posts + building the community are part of the inbound marketing strategy.
  7. 7. Digital Marketing Pilot BitShares www.teamnijhuis.com Page 7 of 14 What is inbound marketing? Inbound marketing helps organizations to create awareness among target audience that is already looking for the solution you provide. In short: • The right information • For the right person • At the right time The customer journey With inbound marketing we nurture potential clients through the different phases of the customer journey. With nurturing we mean warming up potential clients until they are ready to perform the action you want them to: convert. Different phases in the customer journey During the awareness stage of the Customer Journey, prospective customers are merely experiencing the symptoms of a problem and trying to put a name to it. They don't yet know who you are, or even that you exist. They're shuffling around online trying to figure out their problem to get closer to a solution. When they move into the consideration stage, these same prospective customers have named their problem and are starting to research potential solutions. This is where the buyers will really dive into the research process to compare and contrast the most effective approaches and methods that can solve their problem Finally, in the decision stage, the prospects are vetting specific approaches to the problem (i.e. companies, products) in the hopes of landing on the most appealing option. In this stage, you are pitted directly against your competitors, so you'll have a leg up on them if you've already successfully marketed to the buyers during the early stages.
  8. 8. Digital Marketing Pilot BitShares www.teamnijhuis.com Page 8 of 14 Inbound Marketing for BitShares With Inbound marketing we want to create awareness among the target audience of BitShares. We will focus on new possible BitShares users. This can be people who are completely unaware of the existence of BitShares but are searching for Blockchain and cryptocurrency possibilities. This could also be people interested in the BitShares Blockchain and searching for official information before creating an account. We want to turn this awareness in consideration for the use of BitShares and eventually make them decide to create an account. There are four different stages in the customer journey where we are mapping our activities on. For this Pilot we want to focus on the first three stages: Attract By performing keyword research and creating content we want to attract new potential BitShares users. The created content will be distributed in search engines like Google and also by promotion in social media. Convert Once attracted we want to convert website visitors into leads. The best outcome would be if people register for an account right away. But most of the visitors won’t be ready to create an account yet. Therefore we want to give them a content offer, for example an e-book: “how to start trading cryptocurrencies”. In exchange for this free content offer we request their email address. Close After sending the content offer by email we will send several follow-up emails with relevant content to nurture the lead into converting: register for a BitShares account. The best off all of the above is that we can automate the whole process by using marketing automation. We will need to create the content and set-up the campaigns but sending follow-up emails and nurturing leads into conversion will be automated.
  9. 9. Digital Marketing Pilot BitShares www.teamnijhuis.com Page 9 of 14 Realisation of the inbound marketing strategy Step 1: Brainstorm for keyword analysis • What: Brainstorm session with BitShares • Why: To better understand the solutions of BitShares and determine why people would be searching for this solutions. And most important what keyword would they likely use to find a solution for their questions. • How: Brainstorm session with a few people from BitShares Foundation on location in Deventer. For this session we will use our Brainstorm model to make sure every question is answered that we need for the keyword analysis. • Who: Team Nijhuis and BitShares A part of our brainstorm model which we will use during the brainstorm session.
  10. 10. Digital Marketing Pilot BitShares www.teamnijhuis.com Page 10 of 14 Step 2: Performing Keyword Analysis • What: Performing keyword research to online search activity to BitShares and cryptocurrencies. • Why: To define potential subjects for creating content and a content-offer that the target audience is demanding for. • How: Desk research • Who: Team Nijhuis Some potential relevant keywords for BitShares Keyword Average global monthly search volume Potential monthly website traffic* Cryptocurrency to invest in 40,500 3815 Bitcoin alternatives 12,100 1139 Distributed ledger technology 8,100 763 Block time 8,100 763 Decentralized exchange 6,600 621 Blockchain ledger 2,900 273 Block reward 1,000 94 Distributed ledger vs blockchain 390 37 Smart coins wallet 260 25 What is block time 170 16 Cryptocurrency with most transactions per second 70 7 Total 80,190 7,554 *Potential website traffic is based on a top 3 ranked position in Google’s search engine. Based on the numbers above, if we generate a 0,5% conversion rate among website visitors. We have a potential of 38 new registered accounts a month (based only on the given keywords above).
  11. 11. Digital Marketing Pilot BitShares www.teamnijhuis.com Page 11 of 14 Step 3: Defining content offer and content items Once we know on which keywords have the highest demand and highest potential. We need to define which content offer and which content items we are going to create. “A content offer is a closed piece of content which a website visitor can only reach by exchange of piece of information, for example an email address. Examples of content offers are: eBooks, Manuals, How-to guides, Research reports, Demo-video’s and checklists.” The divined content offer we will give to the website visitor in exchange for their email address. Now we can nurture the lead into converting. To make website visitor download the content offer we need to create content-items like blogs so we can reach the target audience. These content items function as fish hooks to lead the audience to the content offer. The content items are created based on the keywords from the keyword analysis. Target audience on the web  reads blog  downloads content offer in exchange for an email address  Nurture lead into conversion with marketing automation. Schematic the way blogs function in inbound marketing is as following: Content offer Blog Blog Blog Blog BlogBlog Blog Blog
  12. 12. Digital Marketing Pilot BitShares www.teamnijhuis.com Page 12 of 14 Step 4: Defining marketing automation flows When the content offer and content items are divined. We need to determine the marketing automation flows. • How many emails are send? • What is the content of every email we are sending? • Which goal has every email that we are sending? • When are these emails send? Based on a time or a trigger? The goal of marketing automation is to nurture leads into account registrations. The best thing about marketing automation is that once it is set-up it will run automatically. When people request the content offer it, and it’s follow-up actions, are performed automatically. Of course periodically we need to analyze the marketing automation flows if they are performing well and possible changes are needed to be made. Step 5: Realization of the content calendar and content All the steps in the process are now determined. Now it is time to start creating the content and the content offer. Realization of the content calendar: When will which part of content be created, based on what keywords, what is the goal of this content part and last but not least: how and where will this part of content be promoted. Next all the content will be created based on the content calendar’s deadlines.
  13. 13. Digital Marketing Pilot BitShares www.teamnijhuis.com Page 13 of 14 Step 6: Realization of Call to actions, Landing pages and blogs To make website visitors download the content offer we need to make use of call to actions. This call to action will lead the visitor to a specific landing page which contains a contact form to download the content offer. This is the starting point of the marketing automation flow. Example of a call to action Example of a form on a landing page
  14. 14. Digital Marketing Pilot BitShares www.teamnijhuis.com Page 14 of 14 Step 7: Performing promotion of content The whole strategy is set-up and our marketing automation machine is ready to generate leads and convert them into account registrations. But to generate content offer downloads we need website visitors. To increase the number of visitors we want to perform the following activities: Perform SEO activities To make sure that our created content items rank on high positions in search engines on the relevant keywords we need to perform continues SEO activities. These activities involve: • Offpage domain authority and webpage authority optimization. • Onpage content optimization. • Onsite page speed optimization. Perform social media advertising activities Spreading content with the use of search engines is one. But to reach full potential we need to publish content on Social Media channels like Facebook, Twitter and LinkedIn by organic and promotional posting. Creation of new content Once the first set of content articles is published we need to keep building and spreading content to increase the number of website visitors and account registrations.

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