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7 Pillars of Digital Marketing
Utilizing the 7 Pillars to integrate Social, SEM, SEO and Local
Arman Rousta, CEO

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The 7 Pillars of Digital Marketing
pillar 1. Content (Copy, Video, Photography, Audio)
pillar 2. design UX (Branding, Web Development)
pillar 3. SEO (Organic Search, Organic CSE, Onsite Search)
pillar 4. digital Media (Paid Search, CPM, Affiliate, Retargeting)
pillar 5. CRM (Customer Service, Email Marketing, Web Analytics)
pillar 6. Social media (SMM, Online PR, Networks, Blogs, Games)
pillar 7. Mobile

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7 Pillars of DM: 7 Dimensions
Each dimension acts like a filter, that hones down the
area of consideration or focus further
D1. 7 Pillars
D2. 7 Stages
D3. 7 Levels [Skills and Experience]
D4. X Industries
D5. Y Markets [Markets entail Location, Language, Ethnicity,
Culture and Demographics]
D6. 3 Eras (or Times)
D7. 4 Modes [Marketing, Creative, Technical, Innovation]

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7 Pillars x 7 Stages = The 49er Matrix
- 30 -

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How to Build an ROI Marketing Plan
• Use the 7 Pillars of Digital Marketing methodology
as a framework
• Realistic financial projections based on grounded
marketing assumptions, including as much historical
data as possible
• Wizard-style questionnaire to easily collect data
needed to build a business plan
• Use SEO, SEM and Social research tools to get real-
time data into your plan, for best case vs. other
scenarios
• For Marketing Executives, Business Owners and
Agency Account/Campaign Managers

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Case Study #1
Medical – Lasik Provider

7. CRM: Segmentation. Who is Your Customer?
ACTIVE BACHELOR SINGLE DAD EXECUTIVE RETIRED
Client X Avatar DNA snapshot <Gerald Smith>
• <39 Year-Old>/<Single>/<Male>/<lives alone>/<Orlando, FL>
• <IT Programmer>/<earning $65,000/yr>
• Referred By:<a friend>, <John Templeton>, who found Client X
through <PPC/Google/Keyword=“hair loss restoration florida”>
• Interests:<Golf, Dating, Travel>/DNA Segments:<Active, Bachelor>
• Satisfaction Rating:<4/5>/Refers:<4 Leads/0 Sales>/Email:<5/10>

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CRM Analytics: What is a customer worth?
Revenue per Procedure: $1,000 (one-time?)
Customer Lifetime Value: $2,500
These are important distinctions for Cash Flow
and Enterprise Value Considerations.

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CRM Analytics: Historical Data on Patient Segments.
Average age – 39
Income – between $50,000 and $75,000
Distance from location, up to 25 miles

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CRM Analytics: Age Dispersion
Average age – 39 – not really the best target
4.0%
3.5%
3.0%
2.5%
2.0%
1.5%
1.0%
0.5%
0.0%
21
24
30
39
57
66
72
18
27
33
36
42
45
48
51
54
60
63
69
Age

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CRM Analytics: Income
Income – between $50,000 and $75,000 – part of the market

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CRM Analytics: Geo-Location
Distance – up to 100 miles

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Keyword Research
- Estimate Potential Traffic
A sample set of the keywords that
will be utilized for the Search
Marketing campaign, both SEO and
Online Advertising, as well as
recent pricing on various Cost Per
Click keywords.
The following slide (SEO Rankings)
shows how a Lasik company and
two competitors size up for these
keywords, from a Search Engine
point of view.
This type of reporting will be
conducted each month to track
progress.

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Budgets & Projections
- Goal: 6,000+ Procedures within 12-months
Based on this budgetary level, we prescribe a 3-pronged approach (Internet, Traditional and
Direct Marketing). 80% of fees go to Media & 3 rd party costs.

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Return On Investment (ROI) - 1
- Customer Acquisition - # Patients (12-Mo)
As the Lasik brand achieves recognition in the marketplace, Customer Acquisition Costs are
reduced, thereby leading to a profitable year, so long as operational costs are kept at bay.
The goal of 6,000+ patient procedures is feasible; however, this does not take into account
competitive pricing, which will be based on product price, quality and customer service.
Acquisition Cost Dropping
New Patients/Mo Rising

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Case Study #2
Health – Weight Loss Co.

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Case Study: Prospect on Google
- The integration of SEO, PPC, Social Media
Searches Per Month = 460,389

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Case Study: Prospect on Google
Searches Per Month = 460,389
Social Media + PR Collaboration
-X-

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Case Study: Prospect on Google
- The impact of SEO (Pillar 3) Searches Per Month = 460,389
#1
#2
#3
SEO is still the holy grail for top organic search results.
-X-

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Case Study: Prospect on Google
Paid Search compliments SEO & Social
with quicker and predictable results.
-X-

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Case Study: Prospect on Google
- Revenue Opportunity Searches Per Month = 460,389
Revenue Opportunity for Client = $250,000 +
-X-

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Case Study: Prospect on Google
- Potential ROI
This analysis is for one keyword phrase, which presents several different
marketing opportunities.
Monthly Statistics on "Diabetes Diet" search phrase
# Searches # Clicks # Leads # Sales Revenue/Mo
460,389 13,812 1,381 345 $17,265
Revenue Assumptions Projected Long-Term Revenues
Click-Through Rate 3% Annual Revenue $86,323
Clicks-to-Leads: 10% Lifetime Revenue $431,615
Leads-to-Sales: 25%
Clicks-to-Sales: 3%
Projected Costs
Avg. Initial Order $50
Avg. Reorders/Yr: 5 Cost/Mo: $13,812
Avg. Reorders/Life: 25 Cost/Lead: $10
Cost Per Click: $1 Cost/Sale: $40

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Thank you for your time!
Arman Rousta
Chief Executive Officer
arman@bluelinerny.com
US – Asia – Europe – Latin America
www.bluelinerny.com
212.904.1240
@arousta
@blueliner