Your Digital marketing proposal

We aim to develop and build a significant level of digital awareness, where we hope to see a growth in numbers of Rooms advertise and the number of rental transactions across the website. We have identified a number of key areas in which we believe we should focus on to achieve this – this will include:

Facebook & Instagram account management
Facebook PPC campaigns
Activation and set up of Google my business
Google PPC campaigns (Search and Display ads)
SEO development

Team

Nick Capehorn, Digital Director

Jack Barnes, Head of Digital Strategy

Team

Nick Capehorn, Digital Director
Jack Barnes, Head of Digital Strategy

Team

Nick Capehorn, Digital Director
Jack Barnes, Head of Digital Strategy

Scope of work

Month 1

Social Media PPC and Account management

To begin with, we would look at setting up Facebook PPC campaigns designed to suit various types of audiences. The aim of this is to increase the number of properties advertised on the website. Each campaign would use bespoke language fitted for the audience and to the circumstances at the time (e.g renting during Covid). These campaigns have increased visibility as they are displayed across both Facebook and Instagram audiences.

We would simultaneously develop the content being organically posted across your Facebook and Instagram channels. The organic content will be more targeted for users looking to actually rent a property.

We would look to break the campaign into 3 categories in order to be specific and targeted with wording and locations – this will include:

CAMPAIGN 1

Platform promotion to drive room number

For this Facebook campaign, we would look to focus outside of London in order to keep the cost down. Based on the current government tier system, we would aim to target those areas outside of lockdown, as these will likely have heightened rental activity. By setting up the campaign with multiple locations, we can switch them on and off accordingly. Using various tools for keyword analysis, we will identify the top-performing keywords for the market and target audience. Based on our initial research, using a £20 a day budget will provide around 3,000 impressions a day with 10 – 30 clicks a day. This would be monitored and adjusted to optimise performance.

CAMPAIGN 2

To drive student awareness and rentals

This is phase 2 of the social campaigns. Once campaign 1 has increased the number of properties on the website, this campaign will be put in place to drive traffic to the website to increase rental transactions. The locations placed on the campaign will reflect the properties available and can be adjusted accordingly. The campaign will be created with Ad variations all suited and targeted for a student audience. The budget for this campaign will likely be dependent on the number of rooms available but as a minimum, we would advise £10 a day.

CAMPAIGN 3

Rentals targeted at professionals

Much like the student campaign, we would advise this starts once properties are in place on the website. With the use of Facebook audience manager, we can ensure the campaign is tailored to suit professionals. We would set the locations similar to the other campaigns allowing us to switch them on and off depending on availability. The keywords and Ad copy will be written to fit the targeted audience. As a campaign minimum, we suggest £10 a day and would recommend when an increase is needed if the location numbers increase. We can also look to target employers who regularly recruit from outside the area, as these businesses are always looking to forge relationships with places they can relocate new employees to.

Google My Business verification & Setup

As discussed with you previously, you are in the process of verifying your Google My Business profile. We would like to help assist in the process and then ensure the profile is set up best to maximise your Google ranking. This will include managing the posting and reviews on the account and setting the up the Q and A section, which can greatly enhance visibility.

Month 2

SEO development and continuing Social media management

Once the website is launched we plan to complete various SEO checks to ensure optimum performance and best possible Google ranking. This will involve both Organic and Technical SEO development. SEO is not something which provides immediate results but we will provide a monthly review on SEO development so we can measure improvements. The main 3 areas we plan to focus on include:

Technical SEO – Crawling & Indexing

Once the website is live, we would look to set up and control the Google Search console. This provides us with insight on the websites ranking as well as what organic terms users are using to find the website. It allows us to easily monitor and in some cases resolve server errors, site load issues, and security issues like hacking and malware. We can also use the area to apply a sitemap.xml file to improve ranking.

Organic Keyword & Metatag development

As part of our website analysis, we will use a tool to crawl the website and identify if there are any missing metatags. Once identified we will then fix these to ensure the websites optimum performance. Having already completed keyword research for the PPC campaigns, we would want to ensure the main words users are searching are also used on various areas of the website, such as page descriptions and headings. This helps contribute to your Google ranking.

Content Development

We know that content is key and therefore we would ensure the main areas are covered. These include:

Service content. What you do and where you do it.
Credibility content. Why a prospect should engage with your business.
Marketing content. Content that helps position you as an expert and puts your business in front of prospects earlier in the buying cycle.

As already identified, the blog area on the website is a great area on the website to apply this logic. Using clickbait terms and answering users regularly googled questions, we can enhance the traffic volume to the site.

Social media management

A content plan will be constructed for each month to timeline the various content going out each week. As well as the paid campaigns, we would recommend posting at least twice a week on your Facebook and Instagram channels. The content and statuses will be pulled together to suit the audience. With a PPC campaign being used to gain further properties for the website, we recommend using the organic content to upsell the rentals available. This will involve sharing content reflecting the rooms and the atmosphere a user can expect, as well as answering questions about the platform for both a landlord and tenant perspective. A content plan will be provided a week in advance for approval before being scheduled.

Month 3

Ongoing PPC management, SEO
work and UX audit

By month three we should have started to see movement in the search engine optimisation for certain terms, driving a greater amount of organic traffic. When coupled with an overall increased awareness driven by Facebook campaigns, by month three there should be a noticeable increase in visits coming from non-paid sources.

There will also be enough data in the Google Analytics for us to start auditing the site from a user experience viewpoint, advising on what areas of the site are working well and what needs improving and work out an enhancement plan going forward.

By month three we should also have content that we can get from the landlords for both social media and the blog. This content would include landlord interviews where they can talk about how well the platform has worked for them, as well as user generated content from tenants showing house social events or stories of interest.

As an example, if a couple move in having found each other on the ‘housemate wanted’ part of the platform but ended up forming a band, starting a company together, getting into a relationship and so on – any content that personalises the platform and adds a human element.

3 Month Review and Anaylsis

Once we have completed the first 3 months, we will then look to complete a strategic review. This will allow us to understand the areas we have seen key improvements as well as identifying which areas may require additional focus. We will then meet and discuss with yourselves what areas you would most like us to focus on in order to increase website traffic and performance.

Before working with Theme Digital we didn’t even realise how much we needed to use SEO services, but since working with them we are now coming up in the top 3 on relevant searches not only in our immediate area but county-wide. Our web presence has increased and I have no doubt that with the number of people now using search engines to find services this has contributed to an increase in customer interest.

Emily Golborn, Vanessa Golborn School of Dance

COST BREAKDOWN

TOTAL THREE MONTH PACKAGE COST: £5,120

MONTH ONE

£1,680

PLUS VAT

Month one always requires the most time as it involves setting up the ad accounts, creating assets for social media (including images and basic video posts), sorting out the Google My Business account and planning the SEO strategy.

MONTH TWO

£1,120

PLUS VAT

Month two is less time-intensive than month one, but several elements of the campaign will be in flux and require close monitoring. There will also be assets, blog posts and other content to get in place from month one.

MONTH THREE

£1,120

PLUS VAT

As this is the review month there will be a lot of time collating statistics, analysing results, reviewing the website for user journey improvements and so on. However, once this month is done we should be in a position to reduce monthly spend to £560 if needed, allowing for an increase to your Ad spend instead.

OTHER DIGITAL AREAS

Nick and his team were excellent to work with. They helped bring our vision to life, and during the process, were extremely responsive, even putting in extra hours to make sure we met our launch date. I have worked with many agencies throughout my career and Theme was by far the best.

Pamela La Forgia, Local Buzz