1. MKT 370, Chip Heath
INSPIRECORPS
Digital Marketing Strategy 2015-2016
Jacob Arnold, Maria Collins, Samantha Morgan, Robin Ross,
JD Schimdt
Abstract
This document entails the digital marketing recommendations for InspireCorps from
Group #3 of MKT 370 at Northern Kentucky University.
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TABLE OF CONTENTS
Social Media Strategy 2015-2016 .........................................................................................................3
Social Media Objectives ......................................................................................................................3
Social Media Platforms Recommended ..............................................................................................3
Social Media Content Strategy ............................................................................................................4
Content Samples: ................................................................................................................................5
.................................................................................................................................................................6
Social Engagement Plan .....................................................................................................................7
Social Monitoring Plan.........................................................................................................................8
Digital Marketing Strategy 2015 – 2016 ...............................................................................................9
Web Design and Analytics...................................................................................................................9
SEO for InspireCorps ........................................................................................................................14
Email Marketing – CRM.....................................................................................................................16
Mobile Advertising Opportunities.......................................................................................................20
Online Advertising Opportunities .......................................................................................................21
Future Digital Marketing .....................................................................................................................23
Future Social Media Plans.................................................................................................................23
Future Digital Marketing Plans ..........................................................................................................24
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SOCIAL MEDIA STRATEGY 2015-2016
This section of the document entails the recommended social media strategy for InspireCorps.
Social Media Objectives
1. Revamp current social presence on phase one platforms by end of Q1 FY 2016.
2. Create and implement content strategy for phase one platforms by Q1 FY 2016.
3. Create phase two platforms by Q3 FY 2016.
4. Create and implement content strategy for phase two platforms by end of Q3 FY 2016.
5. Drive 30% of social media reach to inspirecorps.com content & generate leads in the FY 2016.
6. Enable CRM abilities on all social media platforms for brand positioning by end of Q2 FY 2016.
7. Select and implement a social media management platform by Q3 FY 2016.
8. Increase social connections by 200% in the FY 2016.
9. Increase social engagement by 25% in the FY 2016.
Social Media Platforms Recommended
Social media platforms will be rolled out in two phases. Phase one will include: Facebook and LinkedIn;
phase two will include: YouTube and Google+ (see table 1).
• Facebook: Facebook has the most users, with over 1 billion people with a profile. We feel as
though Facebook is a must when building a social media strategy, because it is by far the most
popular platform. This is useful because it will allow InspireCorps access to as many users in their
target market as possible. It also has features that can be helpful to our client. It allows them to
post content (e.g. text, links, pictures, etc.) and connect directly with their target market.
InspireCorps can choose to promote this content down the road which will allow them to reach
more of their target market.
• LinkedIn: LinkedIn and can assist with connecting with their target market on a business oriented
platform. Many business professionals and companies now have LinkedIn accounts, and the site
is growing continuously. LinkedIn will allow InspireCorps to post content (e.g. articles, pictures,
etc.) and allow them generate new leads, along with increasing awareness of themselves. They
could even join groups relevant to their business to prospect new clients and keep up with
existing ones. If InspireCorps wants to expand one day and hire on more people, LinkedIn can
even be a useful place to find future employees. LinkedIn is going to be the most valuable social
platform for InspireCorps.
• Phase Two Platforms: Details will be discussed in the future of digital section.
Figure 1. Phase Implementation of Social Platforms
•Facebook
•LinkedIn
Phase
One
•Google+
•YouTube
Phase
Two
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Social Media Content Strategy
InspireCorps will need to run a social media content campaign once they get all platforms, in the current
phase, optimized. The campaign should be focused on targeting the digital target markets (see Table 2).
Table 1. InspireCorps- Digital Target Markets
For phase one, Facebook and LinkedIn content will be pushed. The campaign will aim to accomplish the
following objectives:
1. Utilize social media content to increase brand awareness by 20% in the next year.
2. Drive 30% of social media reach to generate leads in the next year.
3. Enable CRM abilities on all social media platforms by November 15th
, 2015.
4. Increase social connections by 200% in the next year
5. Increase social engagement by 25% in the next year
Content creation for the campaign will be divided into both curation and creation. The content will be
scheduled out in the formatting of weekly calendars. However, content will be created as close to the
release time as possible. This will allow InspireCorps to create/curate the timeliest content; while it is
important to make evergreen content, we believe it is important to have time-sensitive content as well.
Content will be created on what our target markets would like to see, along with the goal of
accomplishing objectives.
The goal of this campaign is to drive engagement on social media platforms, while driving traffic to
inspirecorps.com. The campaign will feature both curated content and created content. Curated content
will come from industry sources, etc. In-house content will be generated from content already created,
along with fresh content.
Company Size
Company
Location
Problems Beliefs
Small
East Coast, Texas, Ohio,
Kentucky, Indiana
Growing Pains,
Managerial Problems,
Start-Up Structural
Designs
Using innovative,
academically backed
solutions will solve their
problemsMid-size
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Social Engagement Plan
InspireCorps should be actively monitoring social keywords (see Table 4 in Monitoring Section).
InspireCorps should consider investing in a social media management platform, for example Hootsuite.
With Hootsuite, InspireCorps will be able to monitor all social noise on the internet. Hootsuite and other
social management platforms will come at a cost (see Table 3); we recommend that a social
management platform be implemented, such as Hootsuite Pro.
Table 2. Recommended Social Media Management Platforms
Platform Price
Hootsuite Pro $120 annually ($9.99/mo)
Hubspot Inbound Marketing $2400 annually ($200/mo)
Buffer App $120 annually ($10/mo)
Engagement opportunities include:
• Direct Mentions
• Indirect Mentions
• Social Keyword Users
Who are you engaging with: InspireCorps should engage with as many users as possible. These could
be users using keywords or it could be users directly engaging on your content. It is to be considered that
most, if not all, users that are using our keywords are in your target market. There should be a
continuous effort to engage and listen for these conversations.
How do you engage: InspireCorps has a couple of options for choosing how to engage with users. The
first option is to directly reply within the social platform. This option will allow us to show others to see our
engagement with customers. The second option is to take the engagement offline, taking the
engagement offline includes the following options: email, phone, or direct message. Engagement with
users should utilize the 80/20 rule of engagement, 80% engagement 20% selling.
Why do you engage: InspireCorps is engaging with users, because social media is a direct link to your
customers; with engagement we are able to build a relationship through conversation. On top of building
a relationship, 1 in 6 Facebook users expect a response within 30 minutes. Therefore, it is becoming a
necessity to respond to these users.
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Social Monitoring Plan
InspireCorps should utilize Facebook Insights along with LinkedIn analytics, until a social media
management platform is implemented. Prior to implementation of such a platform, listening will be done
by hand through the native social platforms. Hootsuite will allow you to monitor (listening & analysis)
each social platform that we plan to utilize. Hootsuite will make the social media analysis process more
automated and allow the data to become available to all InspireCorps stakeholders. Hootsuite will also
allow you to listen to various items (e.g. Blogs, Tweets), this will tie right in with the social engagement
plan.
Table 3. Keywords Sample for InspireCorps
Brand Names InspireCorps, Inspire. Engage. Grow. Flourish., Five
Inspirations, InspireCorps Method
Generic Products Live programs, leadership and coaching programs,
people strategy, process design, communication
campaigns, self-paced development, online
community of support, team engagement,
development programs, team coaching, strategy
consulting, engagement surveys, core program
Benefits Leadership development, team performance,
collective strengths, collective strengths
Competitors Center for Creative Leadership, Insight Sourcing
Group, Eagle Hill Consulting, The Brattle Group,
Point B, Cornerstone Research, ScottMadden
Management Consultants, Strategic Decisions
Group
Substitutes & Parallels Online Learning Community
Category Topics Consulting, academic research, keynotes, women’s
leadership multiplier, inspiring leaders, thrive
Purpose or Problem Real world business problems, cutting edge
academic insights
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DIGITAL MARKETING STRATEGY 2015 – 2016
Web Design and Analytics
Website Analysis
InspireCorps—The HomePage
Upon entering the url address, potential customers are taken to the homepage of InspireCorps. Figure 1
shows a screenshot of what the homepage looks like. Viewers are introduced with the brand colors: blue
and pink. Blue resembles trust and security. InspireCorps want both potential and existing clients to feel
like they can trust the company to help leaders and teams to thrive, grow, and inspire. Pink is a color that
resembles affection, approachability, friendship, and the love of oneself and of others. InspireCorps
wishes for leaders to become inspiring and for teams to have high performance engagement.
There is a large rotating banner where all the pictures have the same theme: a term inside a pink box, a
quote in white font, and a slightly animated image at low opacity which allows the text to be read easily.
Arrows allow consumers to navigate the banner themselves.The logo of InspireCorps is located at the
top left of the homepage and the color schemes of blues and pinks match the brand. Along the top of the
homepage is a ribbon with various tabs including Home, Our Team, Our Services, Our Approach,
Science, Keynotes, and Community. The tab that is written in pink font is the page that the viewers are
currently on. The ribbon remains static as the viewers scroll down the page.
Figure 2: Screenshot of the upper section of InspireCorps’s homepage.
Next, consumers will see a thumbnail of a video, a short blurb of text, and a call to action, which can be
seen in Figure 2. With the video only being twenty seconds long, consumers are more likely to watch the
video instead of clicking to another part of the website. The text beside the video gives potential
consumers a preview of what to expect from InspireCorps and what kind of benefits they will receive.
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Below both of these sections is a blue banner encouraging consumers to bring inspiration into work and
life in general and a pink button is the call to action. The last portion of the homepage, the lower section,
includes testimonials by existing clients that InspireCorps has assisted (Figure 3).
Figure 3: Screenshot of the middle section of InspireCorps's homepage.
Figure 4: Screenshot of the lower section of InspireCorps's homepage.
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InspireCorps—Our Team
When viewers select the second tab, “Our Team”, they first see another blue banner that gives a small
introduction of what the page entails. Consumers can learn the names of the three executives, see a
picture of them, and read a small background about each of the women. This page gives potential
consumers an idea of who they would be working with. It can also be noted that InspireCorps’s logo is at
the top left corner of the page again, meaning that it is fixed.
InspireCorps—Our Services
The third tab is text-heavy with no pictures, but offers information that will give consumers an idea of
what kind of services InspireCorps offers. The first section targets leaders and individuals. Certain text is
either bolded or italicized to stand out to viewers and InspireCorps backs up its points with existing
research. This page also includes offerings of sample services that InspireCorps would provide to
leaders and individuals in a bulleted format. Scrolling down further, viewers find services regarding
organizations and teams. Instead of changing the font to stand out, common management challenges in
the form of questions are listed. Similar to the last section, offerings of sample services are bulleted for
this approach. The remaining section of the page offers a preview of a sample calendar that would be
applied. It shows that it is an annual curriculum and gives consumers an idea of how InspireCorps would
engage with the client(s).
InspireCorps—Our Approach
This fourth tab is another text-heavy page with no pictures. However, it goes in-hand with the previous
page. Consumers will have an idea of what services InspireCorps offers, and now they can have
expectations of how the company will accomplish those services. Certain text has red font to stand out to
the viewers. The color choice of red attracts the eye best. In addition, this color resembles passion and
excitement. Some of the words in red font include character, purpose, relationships, cultivate, and
inspired. These terms match some of main words InspireCorps believes in, so using red is a suitable
color. This page also includes a testimonial from one of InspireCorps’s clients. At the end of the page is
another call to action button, but it is not within a blue banner like it was on the homepage. Instead, it is
text leading up to a yellow “LAUNCH HERE” button.
InspireCorps—Science
The fifth tab is not text-heavy like the previous ones but has no images. A minimal amount of text is in
orange font, resembling warmth and an invitation. Words in orange font include science, services, and
approach. Therefore, InspireCorps is inviting viewers into their services and to follow their approach.
Again, this page reminds viewers that their work is evidence-based. There is a bulleted list of science
theories that forms InspireCorps that encourages potential consumers to look into.
InspireCorps—Keynotes
This page has a blue banner going across the top with a banner of images beneath it. Four images
rotate among the banner, but if viewers put their cursors over the current image, arrows appear that
allows navigation among them, just like on the homepage. Below the banner is information about recent
topics InspireCorps discussed at Keynotes, including Inspiring Leaders: A Model for Inspiring Yourself
and Others Every Day and The Women’s Leadership Multiplier: Growing Your Success Through
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Championing Other Women. Both topics include a short paragraph describing the content that the
executives explained during the keynote. Similar to other pages, a testimonial can be found at the bottom
of the page by one of InspireCorps’s clients.
InspireCorps—Community
The remaining tab is a short page regarding the online learning community site. However, the site is
currently unavailable to access but is coming soon.
Strategic Changes
Contact Page
One of the biggest flaws of InspireCorps’s website is the contact page. To begin with, viewers have to
search for this particular page. The call to action spots can be found towards the bottom of the
homepage and at the bottom of the “Our Approach” tab. This addresses the first problem. Contact pages
are essential to a business because it brings in potential consumers. People should not have to search
through a website to find this information. Instead, it is suggested to create a new tab on the static ribbon
that goes along the top of the page and title the tab “Contact.” This tab should be placed very last, right
after “Community.” This gives viewers the opportunity to click through the tabs, read the content, and
ultimately end up at the call to action page by contacting InspireCorps. If this is done, the “LAUNCH
HERE” button can be removed from “Our Approach.” At this point, it would not be essential to keep a call
to action button on the homepage, but it can be left if desired.
Once potential clients click on the button, they are taken to a page that appears in Figure 4. However,
this essential page is rather lacking. To begin, the initial introduction can only be made through this page,
leaving potential clients wondering if InspireCorps received their message. If possible, InspireCorps
should consider adding more information to this page.
• Active e-mail address
o One address that can be accessed by all executives (i.e. contact@inspirecorps.com)
• Social Media buttons
Figure 5: Current Contact Page of InspireCorps's website.
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Ribbon
The static ribbon along the top of a page could use some revamping as well. When clicking through the
tabs, it appears to be shades of tan. However, when scrolling down, the ribbon color turns blue. In
addition, there is occasionally a glitch on the ribbon when hovering over the tabs, as shown in Figure 5.
Tweaking this will enhance the ribbon and tabs.
Figure 6: Screenshot of the occasional glitch in the ribbon.
Online Community Learning Site
As mentioned in the analysis, the “Community” tab introduces an online community learning site that
InspireCorps has created. However, viewers cannot access it because it is “Coming Soon.” If this is
already created, the webpage should be updated to accommodate the new online site. If not,
InspireCorps may want to consider adding more information about what the online site will entail so that
viewers can gain an understanding of it.
Landing Pages
Landing pages will be a useful tool for InspireCorps. In fact, they are currently being used. Landing
pages consist of hyperlinks that brings a user to another page of a website. In this case, the various tabs
across the top ribbon consists of hyperlinks that brings users to a new webpage. In addition, the call-to-
action buttons (the “LAUNCH HERE” buttons that brings users to a contact page) serve as landing
pages. However, InspireCorps can still incorporate more landing pages. With one of the goals being to
increase traffic from social media platforms to the website of InspireCorps, hyperlinks can be included on
the social media platforms including hyperlinks that lead straight to the homepage of InspireCorps. The
addition of social media buttons suggested earlier will also serve as a landing page, bringing users to the
various platforms including Facebook and LinkedIn.
Needs to be mobile-friendly
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With a few tweaks and strategic changes implemented, the website overall looks decent when accessed
through a desktop. However, the website is lacking when it comes to being viewed through a mobile
device. Text and pictures overlap with each other on a smartphone. The logo is cut off on several of the
pages. In addition, when a consumer attempts to use the dropdown menu to view other tabs, the
information overlaps with the logo and current page. On the homepage, not all tabs can be seen due to
the rotating banner. Figure 6 shows screenshots of how the website currently looks like on a mobile
device.
Figure 7: Screenshots of the website of InspireCorps on a mobile device.
It is recommended to focus on the appearance of the website because people often use the Internet on
their mobile devices. A website that does not look appealing on a smartphone may cause potential
clients to click away as opposed to looking through the website. However, this can be fixed by
outsourcing to either a web designer or web designing firm. Both have advantages and disadvantages,
such as a single web designer will be less expensive but a web designing firm will have more expertise,
opinions, and a longer relationship with InspireCorps.
SEO for InspireCorps
What is SEO?
SEO stands for Search Engine Optimization. This is an important aspect of your digital presence.
This will increase the visibility if a website on a web page in an unpaid search engine result.
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Current SEO Analysis
70.2/100 via site-analyzer.com
Recommendations
• Add keywords in the title
• Link the page to Google plus (include Facebook or any other social media sites implemented)
• Improve in-site navigation with an updated Facebook/LinkedIn/Google+ account link.
• Encrypt email addresses in the page
o Encode multiple email addresses in the content of the pages to have an easier access for
the reader. “Contact Us” needs have an easier approach. Be careful not to include too
many links.
• Make site mobile friendly: bmobilized.com
o Test: wompmobile.com
• Google AdWords (more information in Online Advertising section)
o Cost per click
o Keyword planner (click estimates)
o Control with
§ Scheduling
§ Geo-targeting
§ Device targeting
o Problems with AdWords
§ Pay for clicks may be high
§ Hard to compete with big companies
§ Limited number of characters
§ Mistake can cost you
§ It doesn’t fit your niche
• Continue to focus on social sharing on mobile networks with friendly interface
• First, you need to establish quality posts that reaches your target audience. This will also improve
stickiness if there is good, easy, and reliable content.
• With posts that reach our audience they will be more enticed to share the content.
• With pictures and videos embedded into website, make sure there is a verbal description
captioning the image.
• Make sure to use words that your clients (testimonials) say about your company.
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Email Marketing – CRM
Email marketing is one of the most targeted digital elements we have to connect with a consumer. It is a
great way to reach out to current and potential clients, because unlike people following social media
pages, this says they are interested and want to be sent more information. Information can be sent to
targeted groups of people to personalize a message that calls to them specifically.
With it, current and past client can be kept up-to-base with what’s going on and allows a relationship to
form between new people. InspireCorps will find it beneficial for not only these reasons, but they can
even monitor and measure how campaigns are doing with the different providers available. It can even
connect social media sites and websites into the email campaigns to increase social media presence and
direct traffic to the website. This is great for calls to action because the link can be given to the consumer
and that activity can be traced through the CRM email system.
There is a caution to email marketing, and that’s transparency. Building trust with who is receiving the
emails is crucial. People are weary of emails, thinking they could be spam or they might not even notice
the email. It should be engaging, but not too pushy. There must be permission of the person that is
receiving the email. This should be the first thought when developing an email system.
The next part is that the point of email campaigns is the call to action. Tying in those digital goals and
objectives and using email marketing to help you meet those objectives. For example:
If one objective is to increase website traffic by 50%, then you would have the website link in your emails
as your call to action.
If an objective is to increase social media followers to 50+ likes, your call to action would revolve around
social media and including links to direct traffic to that page.
Figure 8. Screenshots from site-analyzer.com
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From here, the content is to be determined. Similar to choosing social media content, it must be
engaging and informative. Things to keep in mind are:
Target market (Small – medium businesses)
• Objectives (examples mentioned above)
• Brand Personality (Is what being sent convey who and what the brand is?)
Strategic Plan for CRM
1. Who?
• Target Market (see Table 2)
2. What Is Being Sent?
• Content is based on what is asked above (directed at TM, brand personality, and objectives)
• The Design: Balanced and uncomplicated. This must be functional on web AND mobile. (See
mobile marketing for more information on this and what to do.)
• Subject line is relatively short for emails. DO NOT USE ALL CAPS. Use numbers such as 10
instead of ten to grab attention and can capitalize one word if important. The rest of this list is
revolving around subject lines, but should be taken into consideration with the body of the email
too.
• Think about the timeline: How often will there be an email, what time, what days? According to
Buffer App, the best times to send an email are 8:00PM – midnight.
3. Include your branding within the content
• The elements of your brand
• A tag line
• Company colors
• Company logo
4. Offer deals or promotions. Since InspireCorps is not selling a physical product, a promotion could
include:
• A free consultation
• Free sign ups to seminars
• Gifts and coupons from surrounding businesses, etc.
5. Graphics are important. We are visually triggered, so including things such as:
• A person pointing to your call to action
• Contrasting colors
• Emojis are big right now. Use them when appropriate, but in moderation!
6. Ask Questions, examples include:
• At work and feeling burnt out?
• Are you at a standstill with your company and don’t know what to do next?
• Looking for that inspiration to spark the next big thing in your company?
7. How To – They Work!
• How To Go Invigorate Your Workforce and Inspire Them!
• How To Get Rid of Job Burn Out by Our 10 Practices Backed by Research! (Includes engaging
subject line and a number. You can use many of these with one another.)
8. Personalize
• When appropriate, use their name
• “For Our Top Clients”
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• Don’t be fake, this could lose the sense of trust that is trying to be built. Be real with them.
9. Be Clear and Shake It Up!
• Don’t send the same email with the same content over and over – change it up!
• Be clear with your message. Don’t try to trick the reader or make the content difficult to follow
along with (For example: Too many words and too many calls to action can overload the reader
and not even make them want to engage with what is sent.)
In addition to what is listed above, keep these things in mind when putting together a campaign:
1. Picture size. The visuals in emails should be no more than 3,600 pixels, and smart phones file
type is .png. No more than 3 pictures within an email!
2. The body of the email should include the teaser. The reader should be intrigued to learn more
through the call to action.
3. Call to action is a button or a very obvious link. Make it easy to find. Don’t forget to redirect
the link if it will expire.
The email collection and the database for that is crucial. It should always be opt-in. For example:
• Click here to receive emails about us
• Click here to sign up to our newsletter
• Click here to keep up with deals and promotions
Everything must be built in. This includes:
• Build into offline (mail, sings, etc.)
• Build in loyalty
• Build into research
• Build in the Call to Action form
• Build in promotion
Ways to engage with clients and prospects to receive emails:
• At a conference, offer a sign-up sheet for people to give their email
• Ask current and past clients if they would like to be added to stay up to date with what’s going on
• Include a Call to Action on the webpage and social sites for followers and viewers to subscribe
From here, all this info must be stored somewhere. Excel and access are usually compatible with many
services, as well as just adding in text or each email individually. Online service are available if needed.
And lastly, always account for shrinkage. People may discontinue use of that account or unsubscribe.
CRM Provider
The last part of developing this is choosing a provider! Now that there is a list of what’s needed and there
is a strategy, begin researching different options to see what fits best. According to E-mail Marketing
Service Reviews, some of the best email marketing systems to use for 2016 include iContact,
Benchmark, Pinpointe, GetResponse, Constant Contact, and many others! When searching for the
provider, keep these things in mind:
• Costs: Providers show what their costs are. Pick what fits towards the budget more and still
provides what’s needed to run successful campaigns.
• Content and Hosting: Traceability, Size
• Paltform: Ease of use (Tutorials, etc.) With Benchmark, They provide your own go-to person with
any questions or help with your account.
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• Analytics: This is important. Measure to know / understand how well something works or does not
work.
Email marketing can be a huge benefit. By following these guidelines and steps, the emails sent out will
not only stand out, but draw your readers in for further engagement and ultimately, an increase in ROI.
Below are examples of emails using the guidelines above.
Figure 9. Sample Emails from InspireCorps
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Mobile Advertising Opportunities
Email Mobile Marketing
o 62% of emails are now read on mobile devices so, the content of emails sent should be
optimized for mobile. Email is an important way to reach the target market; but it is just as
important to make sure these emails are easily accessible on mobile devices.
o How should InspireCorps use it:
§ Subject lines should be 33-44 characters long
§ Text should be visually appealing, but simple.
§ Addresses and phone numbers should be clickable
§ Recipient should be able to share events and add to calendar
§ Don’t use pictures that are too large. This will cause a longer loading time.
SMS
o SMS or text messaging is another effective way to reach the target market. People usually
check their SMS messages within 3 minutes and they have an open rate of 98%. This
gives InspireCorps the opportunity to reach consumers quickly and effectively.
o Example of SMS:
Figure 10. Sample SMS Reminder from InspireCorps
o How should you use it:
§ InspireCorps could effectively use SMS to remind customers of meetings they
have scheduled.
§ Keep texts short and to the point.
InspireCorps use of Applications
o The Facebook app is the number one downloaded app in iTunes and over two-thirds of
Facebook users only access the network on their mobile device. InspireCorps should
utilize this app to the fullest by creating a fully functioning Facebook page making it easily
accessible for consumers on their mobile device.
o InspireCorps should capitalize on social activity by providing mobile-exclusive promotions
and staying active on social networks. They could create promotions for current
customers saying, “Refer a client and receive a complementary webinar from
InspireCorps!” This will push those mobile social users into InspireCorps’ business and
also gives them insight into the ROI of their social channels.
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o InspireCorps could later create an application for current consumers. This application
could feature quick links to videos and resources clients can use even after their training
sessions are over.
Online Advertising Opportunities
Search Engine Marketing (Pay Per Click [PPC])
PPC or cost-per-click (CPC) advertising is an ad model used to direct traffic to websites. Essentially the
advertiser pays a fee each time one of their ads is clicked, hence the name pay-per-click. The main PPC
advertising system is Google AdWords. AdWords allows you to place bids on keywords and pay for each
click. Each time a user searches on Google, ads appear at the top and to the right of the search results.
The appearing ads are based of a number of things such as: the quality and relevance of their keywords and
ad campaigns, and the size of the keyword bids. InspireCorps should consider using AdWords in order to
execute on SEM. Most companies will be searching for companies such as InspireCorps but will be clicking
on the ads shown rather than the organic search engine results.
o Example of PPC ads:
Figure 11. Google Search for "Leadership Consulting Cincinnati"
o How should you use it:
§ Sample Ad:
Figure 12. Sample Google AdWords Ad
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Banner Advertising
Banner Advertising in another form of advertising available on the internet. This form differentiates from
PPC because this is not shown in search engines, this occurs on a website. The ad will appear
embedded into a webpage and its main intention is to attract traffic to the website of the advertiser.
Banner advertisements usually are paired with retargeting, which will be discussed later. Banner
advertising could be seen as an opportunity for InspireCorps because it will focus on advertising on other
sites. Banner Advertising could be used in social media marketing, as well, especially on LinkedIn. Below
is an example of a banner advertisement graphic for InspireCorps.
o Example of Banner Advertising:
Figure 13. Example Banner Ads on CNN.com
o How should you use it:
§ Sample Ad:
Figure 14. Sample InspireCorps Banner Ad
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Affiliate Marketing
Affiliate marketing is a way for a company to sell its products by signing up companies (“affiliates”) who
would market the company’s product for a commission of the sale. There are two different ways to
approach affiliate marketing: either you are the company offering the affiliate program or you can join the
affiliate program. If you are offering the affiliate program, then you will pay your affiliates for every lead or
sale that they are driving to your site. The goal should be to find affiliates who can reach untapped
markets. The affiliates should not be your competition. If you are joining another company’s affiliate
program, then it really is providing the ability to provide some extra revenue. If you decide to join an
affiliate program you really need to ask yourself… Would my site visitors be interested in this?
While affiliate marketing may not be the clearest cut form of online advertising, it may be an opportunity
for InspireCorps. InspireCorps may either be the company offering the affiliate program or being the
company that joins an affiliate program. If InspireCorps were to join an affiliate marketing program than
they would want to weigh out the risks with the returns.
• Example of Affiliate Marketing:
Figure 15. Example of Affiliate Marketing
FUTURE DIGITAL MARKETING
Future Social Media Plans
YouTube
We find YouTube necessary for this next phase, because InspireCorps already has content in the form
of videos. Utilizing YouTube can help spread this content in a user-friendly fashion. These videos can be
used for connecting with people and clients, giving testimonies, or even talking about the value they
offer. Since they wish to work with people from different regions, this would help generate a different type
of communication to a client.
o Content: Utilizing the existing channel, the plan is to create customer testimonies, such
as the one with Janet Kraus, along with creating infographic videos. Some videos will also
include shorter clips of seminars, and other pieces of content.
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Google+
We are suggesting a Google+ because it connects directly with YouTube, if you have a YouTube
account, you have a Google+ account. We do not anticipate InspireCorps to spend a lot of time focusing
on this platform, but since it goes hand in hand, we believe it is necessary. One of the great benefits of
Google+ is the additional SEO that will be gained. By posting content on Google+, we are directly
contributing to our SEO which will benefit our digital presence. Google+ does offer features which
InspireCorps could find useful for internal usage, such as Hangouts, which could be used to
communicate with one another and clients all over the country and take that content and upload it
immediately if desired.
o Content: Google+ will already exist because of YouTube, but InspireCorps can use
content from other channels and utilize it for their Google+ channel. This site is more
visual than most so it could include pictures from meetings/presentations, inspirational
quotes, or any other pictures that are relevant to InspireCorps. It can also be used to
promote other social media sites and their YouTube page.
Social Media Management Platform
As mentioned above, a social media management platform is strongly recommended. By implementing a
social media management platform, InspireCorps should see their social media workflow become more
automated. In this case, that is a good thing for a smaller company like InspireCorps. The best platform
for InspireCorps to implement would be Hootsuite because of ease of use, and cost. The platform will
allow InspireCorps to achieve their social media objectives.
Future Digital Marketing Plans
We have laid the ground work for InspireCorps and their digital/social media marketing plans. As they
continue to grow, they should continue to invest money into our recommendations. For example, more
sophisticated software can be used for SEO, Email marketing, and mobile to monitor and measure the
responses. By spending a little extra money on these in the future, they can continue to grow and learn
what works and what does not work. For email marketing, they will eventually have to purchase a
package from their selected provider. Some offer beginning trials and so many emails sent for free, but
Figure 16. Sample of Google+ Content
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as mentioned before, once InspireCorps grows, they will need to invest more money. The same idea
goes for the website. As they continue to have more traffic, they will need to expand their website to
handle the flow of traffic. As they research what we have suggested above, they can see what future
costs would be for each digital platform and what capabilities they will need to keep up with the future
demand for their company.
Overall, InspireCorps is set up for success with the recommendations for their social media and digital
platforms that we have provided. Their future is based off the amount of traffic they will receive, and
having the capabilities to handle such traffic. We feel confident in our current recommendations and have
provided the necessary steps within the sections that will lead them to consider future endeavors.
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APPENDIX
Figure 1. Phase Implementation of Social Platforms_________________________________________________ 3
Figure 2: Screenshot of the upper section of InspireCorps’s homepage. _________________________________ 9
Figure 3: Screenshot of the middle section of InspireCorps's homepage. _______________________________ 10
Figure 4: Screenshot of the lower section of InspireCorps's homepage. ________________________________ 10
Figure 5: Current Contact Page of InspireCorps's website. __________________________________________ 12
Figure 6: Screenshot of the occasional glitch in the ribbon. __________________________________________ 13
Figure 7: Screenshots of the website of InspireCorps on a mobile device._______________________________ 14
Figure 8. Screenshots from site-analyzer.com ____________________________________________________ 16
Figure 9. Sample Emails from InspireCorps ______________________________________________________ 19
Figure 10. Sample SMS Reminder from InspireCorps ______________________________________________ 20
Figure 11. Google Search for "Leadership Consulting Cincinnati" _____________________________________ 21
Figure 12. Sample Google AdWords Ad _________________________________________________________ 21
Figure 13. Example Banner Ads on CNN.com ____________________________________________________ 22
Figure 14. Sample InspireCorps Banner Ad ______________________________________________________ 22
Figure 15. Example of Affiliate Marketing ________________________________________________________ 23
Figure 16. Sample of Google+ Content__________________________________________________________ 24
Table 1. InspireCorps- Digital Target Markets______________________________________________________ 4
Table 2. Recommended Social Media Management Platforms ________________________________________ 7
Table 3. Keywords Sample for InspireCorps_______________________________________________________ 8
