This document outlines a marketing strategy for a small business to target the VA Home Loan market segment in California. The strategy involves developing a dedicated website with SEO-optimized content and deep links. It also includes competitive analysis of top lenders, defining keywords and content to target those keywords, and an omnichannel advertising approach using paid search, social media, banners, and retargeting. Additionally, the strategy incorporates supporting local non-profits as part of the outreach.

1. Small Business
Niche Marketing Strategy

2. Objective
Develop marketing strategy and collateral for VA Home Loan market segment in California.

3. Marketing Foundation
Vertical / Niche Marketing strategy to include the following:
 VA Home Loan Website
 Competitive Analysis
 Keyword / Content Strategy
 Deep Linking Strategy
 Inbound Link Strategy
 Advertising Strategy
 Non-profit Strategy

4. Website
Website must be SEO code friendly & optimized.
Twelve new and unique content pieces to be created for website.
Power page deep linking set up.
Google Analytics & Webmaster set up.

5. Competitive Analysis
Review top lenders in CA that you believe are leaders in the category.
Will do one national VA loan organization as well.

6. Keyword &
Content Strategy
Identified top 15 keywords for the VA Home Loan Category; developed 12 articles supporting these.
Develop linking strategies using appropriate keyword anchors.
Develop Link Bait for realtors that link back to this site.

7. Defined top 15 keyword targets and will mine
200 more keywords for CPC optimization.
Daily maximum budget of $20 will yield 9,900 impressions and approximately 180 clicks to your website.
Approximately 5 loans/ month
Keyword &
Content Strategy

8. Advertising Strategy
The Omnichannel advertising strategy will be used to reach as many possible U.S. Vets looking to purchase or refinance in California.
 Commercial
 Content Marketing
 Pay Per Click
 Social Media
 Banner ads Re-targeting

9. Advertising Support
Storyboard commercial and edit / review for final production use.
VA Home Loan
FAQs
Develop inbound ads for the following social networks to link to authentic content:
Facebook pages, LinkedIn, Google+ and Twitter.
USA

10. Advertising Support
Develop Acquisition banners for advertising on military sites.
Develop banner ads to re-target VA Home Loan visitors on other sites back to the JALT VA Home Loan site.
Develop PPC ad list to target VA Home Loan Shoppers.

11. Non-profit Strategy
Sourced 2 non-profit organizations to support the VA Home Loan marketing initiative:
Project Any Soldier
Sending care packages to service men abroad.
War Hero Dogs
Funding the training and care necessary to support the war dogs. Each closed loan receives a donation from Julie.

12. Thank You!