Digital Marketing Proposal

The client is a Brand Owner of Sana Jardin, which offers Fragrances and Candles online. 

Target Audience

• Age Group:
  • Primarily 18 to 45 years old, focusing on young adults and middle-aged consumers who are more likely to purchase luxury and lifestyle products.
• Gender:
  • Predominantly female, as women typically drive the scented candle and perfume market, but also target men for gifting and personal use.
• Income Level:
  • Middle to high-income earners who have disposable income to spend on luxury goods.

• Lifestyle:
  • Target individuals who enjoy home décor, relaxation, and self-care. This group often seeks products that enhance their living spaces or personal well-being.
• Interests:
  • Home fragrance, aromatherapy, beauty products, wellness, and sustainable living (especially if using eco-friendly or vegan products).
• Values:
  • Consumers who value quality, craftsmanship, and unique scents, along with a preference for brands that align with their personal values, such as eco-friendliness and social responsibility.

3. Behavioral Segments:

• Purchase Habits:
  • Frequent online shoppers who appreciate the convenience of eCommerce and may be looking for exclusive online deals or subscriptions.
• Brand Loyalty:
  • Individuals who have shown brand loyalty to other luxury fragrance or home décor brands may be easier to convert.
• Occasion-Based Shoppers:
  • Target those shopping for special occasions like birthdays, holidays, or homewarming gifts, emphasizing gift sets or bundles.

The target Location is the Entire US UK  

The target for Visitors is 20k.

1. 1. Increase Brand Awareness of your brand and create new search terms with brand name keywords.    
   2. Ranking on Product keywords, Niche-based keywords, and utilization-based keywords.
   3. Increase Organic Visitors from relevant keywords. 
   4. Increase the Visibility of the Products and Brand. 
   5. Increase the sales by at least 10% M-O-M to yearly 120% through Organic
   6. Increase the search volume of the brand to 5k+

1. 1. Getting listed on Google Search Engine for more than Commercial 80-100+ Search Terms, competitive keywords with at least 20% keywords on 1st page. 
   2. Increase Brand Visibility on Brand Name and product name & manage Online Reputation.  
   3. Get DA to 40-45 
   4. Increase impressions of the website by at least 200%
   5. Increase Organic visitors by at least 100%+

Based on the Goals, we have proposed activities mentioned below

Performance Marketing to Brand Marketing. 

In Performance Marketing you would get immediate results, we can call it Short term results. Anything that is helping to convert now. Prioritising immediate wins.   

Brand Marketing is long term brand equity, and it requires patience however is the ultimate winner. 

Now here I have proposed both with a blend of performance and Brand marketing with my SEO Techniques. 

Organic Traffic, Activities to bring Organic traffic by bringing visitors from search engines and social media platforms. 

Branding and Visibility, All the Branding Ads are just for Brand awareness and target re-marketing for visited clients. 

Lead Generation, In this, we will optimize the Google Adwords and Social Media Sales Campaigns to increase sales.

Based on the goals and proposed activities, we have prepared a strategy that will help us achieve our goals in the defined time frame. 

The Project will be worked out in the next 4 Qtrs, all 4 Qtrs would have similar activities, however, we may change the strategy based on the results and other factors.

Here we have created a dedicated strategy with an approach to increase the organic visitors. 

In this we will work on SEO, Branding and Visibility and required Social Media Campaign. 

In the 1st Quarter, we would first set up the Project using Ahrefs and Ubersuggest Tools. Mentioned below is the Activity list. 

1. 1. Technical Optimization 
   2. Keyword Research
   3. On-Page Optimization 
   4. Content Optimization 
   5. Backlink Optimization 
   6. Backlink Acquisition  

We have a checklist (As enclosed in the image). We do a thorough check-up with SEMrush Tool, and a senior SEO executive also checks the same manually. 

We will list all the issues that need to be fixed by a developer, you can get it done for us, or we can hire a developer from our in-house team who has experience with the CMS you are using. 

The Timeline for this would be – 3 weeks. (Will Share Hourly Breakdown)

Once the Onpage is completed, the second step is to work with your Content team to create a content calendar for backlink acquisition and Guest Posting. 

We have a checklist (As enclosed in the image). We do a thorough check-up with SEMrush Tool, and a senior SEO executive also checks the same manually. 

We will list all the issues that need to be fixed by a developer, you can get it done for us, or we can hire a developer from our in-house team who has experience with the CMS you are using. 

We have a checklist (As enclosed in the image). We do a thorough check-up with SEMrush Tool, and a senior SEO executive also checks the same manually. 

Once the Onpage is completed, the second step is to work with the Content team to create a content calendar for backlink acquisition and Guest Posting. 

Once All the on-page activities are as desired, we will start with the Backlink Acquisition. 

On the Backlink creation part, first, we would prepare a list of all the competitors’ backlinks and research niche-based sites where the backlinks can be acquired.  (This is a Monthly activity which we may change as per the real-time requirement).

A Detailed breakdown of effort hours timeline will be shared once you select the budget, which will give you the information on how much time would be invested.  

• • Increasing the number of backlinks is important, however, here quality of backlink is more important than the number of backlinks. 
  • Creating backlinks on same domain again and again to increase the backlink is not the right strategy so we would create backlinks on different domain everytime and increase the LRD(Linking root domain)
  • We only create backlinks on Similar niche.
  • Majority of the backlinks are Do Follow.
  • The spam score of the target backlinks will be less than 3%
  • The DA of the target Backlinks will be high
  • There will be a variety of backlinks including content based, profile based, image based, video based and others. 
  • No backlinks will be created just for the sake of backlink creation campaign.
  • No Backlinks from on-sale or link farming technique. 

Once the selection of the backlinks are done we have a strategy that we follow to ensure we get the most from the backlinks. 

Strategy: – 2 Tier Backlinks: here we would create backlinks in tiers, your URL would be as a base and we would create backlinks to it, these would be called “Tier 1” Backlinks. Following this, we would create backlinks to Tier 1 Links, called “Tier 2” so the link juice passes to Tier 1 and becomes stronger. The impact of this kind of backlinking is greater than that of normal backlinking. Moreover, with this strategy we ensure all the backlinks that we create gets cached in Google. 

Variety of categories in Backlinks: the majority of competitors seem to be majorly focused on content-based links, we would also focus on backlinks from Graphics, Business Listings, videos, and Blog Commenting. Apart from this, we would also ensure we have balanced inbound and outbound links on our website. Internal linking is another big factor that search engines take into consideration.

We will also create an outreach campaign for PR and Guest posting. This may require an additional budget, we will do the negotiation and implementation. All the outreach will be done as per the checklist shared above. 

This will be a monthly activity. The Goal is to Increase the DA and number of LRD (Linking Root Domain)

Social Media is a great place to showcase your brand. Instagram & Facebook would be best choice for you. I checked your social media account (Instagram) and see you are posting on the channels, and the frequency is good. Posting regularly with a plan is required. It should be a mix of content, like awareness, consideration, and promotive. Along with user-intent content that users would love to follow. Daily 1 content, I think, is something you should post. I can create a separate strategy doc for social media if required,; I think you are already doing it.

Create a branded hashtag: Develop a unique and catchy hashtag that is easy to remember and relevant to your brand, such as #brandname #brandnameMoments or #brandnameLifestyle. #lovefornichename. Every post you make and even encourage users to incorporate this hashtag in their posts about their experiences with your brand.

Encourage user reviews and testimonials: Prompt your customers to leave reviews and testimonials about their experiences with your product/service/brand. You can exchange a give away (can be a coupon or a free gift) Share these positive reviews on your social media channels and website to build trust and credibility with hashtags.

Run contests and giveaways: Organize regular contests and giveaways to incentivize users to create and share UGC. Offer appealing prizes related to your brand, such as your products gift boxes, exclusive merchandise like branded cups or glasses, or discount coupon.

Host social media challenges: Engage your audience with fun and interactive social media challenges that encourage creativity and expression. For instance, challenge users to create a unique product ussage ideas, share their favorite product ussage moments, or design a creative niche-themed artwork.

Utilize social media polls and questions: Spark conversations and gather insights by asking your audience questions related to your product or even just your niche. 

Repost and Feature user-generated content: Regularly showcase UGC on your social media platforms, website, and marketing materials. This shows your appreciation for your users’ contributions and encourages others to participate.

Reward and recognize UGC creators: Show your appreciation for top UGC creators by featuring their content, offering exclusive rewards, or even inviting them to collaborate on future campaigns.

Organize virtual events: Host interactive online events where participants can experience your products and engage with experts. So you can give away a few gofts to influencers and even invite your customers for a virtual or a physical events.

Post behind-the-scenes content: Offer glimpses into the your product journey, from creation, packaging to production processes or deliveries anything that is real, your employees or anything that you are doing BTS.

Partner with influencers: Collaborate with social media influencers who align with your brand’s values and target audience. Influencers can help promote your UGC campaigns and encourage their followers to create and share content using your branded hashtag. You should make a budget on how much you would spend on Influencers. Let’s take you to spend about 20 pieces every month. Approach 20 Influencers every month. Try to send them the gift box, just asking them to try it as it’s a new product or the most selling product you have, and you just want to give it away so they can try it and give you feedback on how it was. You will see a lot of people tend to make a video out of it, can be an unboxing video or tour video or a quick testimonial video.

Respond and engage with user-generated content: Actively engage with your audience by liking, commenting, and responding to their post. This demonstrates that you value their contributions and fosters a sense of community. You should also repost them on your story and share your appreciation.

Use all the Social media platforms: Post the UGS all over the social media channels you are on. Try to give the maximum coverage as possible.

Use it as creatives: Run Paid Ads using UGC content, this creative will be act as a creative cum testimonial and help you gain trust and high ROAS.

For Post that you are posting.

All the posts majorly should be divided into 3 parts.

1. Informative Content:
2. Engaging Content:
3. Visual Content:

In Informative content, you can post educational posts about your product. Educate your audience about the history, benefits, and varieties you offer. Highlight the unique qualities and benefits advantages your product. You can post guides and tips, can be providing step-by-step instructions on how to use your product perfectly. You can share creative ideas for using your products with other products or items. You can share proven research and expert insights on the positive effects of using your products if applicable. Or can be like how many people have used it and got the benefits in the last few years or time. You also should highlight the sustainability and ethical practices of your product. Showcase your commitment to sustainable sourcing, fair trade practices, and environmental responsibility.

In Engaging Content: All the Activities under UGC campaign should be an Engaging content. You should make a calendar using the shared ideas.

In Visual Content, Share high-quality images of your products and packaging, Post captivating videos. Create visually engaging videos, for example showcase the product or someone using it, and benefits of using it. Any short videos with trending music, will increase the engagement. Incorporate user-generated content. Share visually appealing UGC that your customers have created, showcasing their creativity and love for your product. You can make a quick video out of all the videos generated from your UGC campaign. Utilize eye-catching graphics and illustrations: Create visually appealing infographics, memes, and artwork that highlight the benefits and unique qualities of your product. Collaborate with artists and designers. Partner with creative individuals to produce unique artwork and designs that represent the essence of your product.

You should have a focus on increasing your followers also along with sales campaign. So shedding a small amount on branding campaigns will help a lot.

We propose to have a channel on all the leading social media handles in the name of the brand so that whenever future promotion would be required the channel’s name would be available. We also propose to have a strong presence on Insta Reels, Triller, Byte, Dubmash, and YouTube shorts. You can post the same videos on all the channels. 

I am sure you are already doing it. Still if you think you need a customised content calendar and a dedicated strategy or a dedicated resource to manage your social media organic campaigns, please let us know. 

Branding & Visibility 

This part would be the major player; mentioned below activities we propose to do to get better Branding of the Brand name and the Product name and the highest possible Visibility of the website. 

The target is also to increase the searches for the brand name keyword. That way, we can bring the store to the list of brands Search Engines considers. Mentioned below are the activities. 

• • Review Management.
  • Press Release.
  • Guest Posting. 
  • Influencer marketing
  • Display Ad Campaigns on YouTube, Search networks, and Social Media. 

All the campaigns would be targeted as per the buyer’s persona. 

Review Management: 

the first stage is to get a good overall reputation score, this plays a vital role in ranking and branding both. We would create profiles on review-based sites where you can promote your buyers and stakeholders to leave reviews about their interactions and products. We can also get a few reviews written and posted after your approval to create a buzz. 

Press Release, 

This would be initially done monthly, and later, after a few months, we can switch it to quarterly (Recommended Monthly). We would discuss the topics, and then accordingly, we can bring the plan of PRs. Based on the budget, we can decide on the news network and do the releases accordingly. We also have our account on HARO however, we still need to rely on paid mediums. PR marketing is the most important strategy that you need in your branding campaigns. Be it small or big every new event needs to be announced all over the internet through small and big PR Sites. This gives a wide reach for your brand name and search engines a message that the organization is growing. This also gives you good-quality backlinks with High DA holding sites.

Guest Posting, 

Here we would reach out to popular networks with some fine content with in-depth knowledge and information on your niche. We would also suggest paid mediums to get listed on reputed sites like Entrepreneur, Forbes, and more (Depending on Budget). We have a list of publishers whom we can approach to seek space on their sites. The Content would be all for creating awareness of the product and solutions, consideration between the other companies by comparisons and benefits, and overall decision-oriented content, making users buy from you. The Topics would be to give your brand a Top and Best Product. 

Influencers Marketing, 

We also suggest having Influencers promote the product to gain faster branding, We have seen a lot of influencers on YouTube and Social media sites. 

Apart from this we also suggest having Paid articles posted in leading digital magazines and article sites. Here we propose to acquire macro-influencers with a minimum of 50k followers only from the US region. We need to plan an incentive policy based on the budget. This can Include Discounts, Free Products in opportunities to paid promotions. Based on how effective the influencer is, the budget can be decided. 

We also suggest Email Marketing campaigns to all the registered or past clients to re-target them with coupons, referral benefits, and updates on the store. Majorly for abandoned cart users. 

Paid Campaigns

The Goal is to increase the awareness of the brand. The medium that we would choose is as mentioned below. 

• Youtube – Display Ads
• Branding Campaigns on Social Media (Instagram, LinkedIn, and Facebook)
• Display Ads on Google Partner Network

Phase 1: Building a Solid Foundation (3 Weeks)

• • Goal Setting & Audience Identification: Collaborative workshops will be held to define your specific SEO goals (e.g., increased organic traffic, qualified leads). We’ll also develop a buyer persona to understand your ideal customer profile and target location.
  • Technical SEO Audit & Optimization: Our team of SEO specialists will perform a comprehensive technical SEO audit to identify any website issues hindering search engine crawling and indexing. This includes all the activities as mentioned in detail above.
  • Keyword Research & Opportunity Identification: Utilizing advanced SEO tools and industry expertise, we’ll conduct in-depth keyword research. This will identify high-volume, low-competition keywords with strong search intent, maximizing your organic traffic potential.
  • Content Strategy Development: Based on the keyword research and your target audience, we’ll develop a data-driven content strategy. This might involve creating high-quality, informative content (articles, blogs) or optimizing existing content to target chosen keywords and user intent.
  • On-Page Optimization: Working collaboratively, we’ll optimize your website’s title tags, meta descriptions, and header tags to include relevant keywords, improving search result snippets and click-through rates.

Phase 2: Amplification and Growth (Ongoing)

• • Team Vipra’s Link Building Expertise: We excel in acquiring high-quality backlinks to your website, a crucial factor in search engine ranking algorithms. Our strategies are mentioned above in detail. All adhering to ethical white-hat SEO practices.
  • SEO Performance Tracking & Reporting: We’ll utilize industry-leading SEO tools to track your website’s ranking for target keywords, monitor organic traffic and conversions, and provide detailed reports to showcase progress and identify areas for continuous improvement.
  • SEO Roadmap Adaptation: As SEO is an ongoing process, we believe in constant evolution. Regular reviews of the SEO roadmap will be conducted based on performance data and the ever-changing search engine landscape, ensuring your strategy remains cutting-edge and effective.

You’ll gain access to a dedicated team of SEO experts with a proven track record of success. Our transparent approach ensures clear communication and a deep understanding of your unique business goals. We are confident that this comprehensive SEO roadmap will propel your website to the top of search engine results pages, driving organic traffic, leads, and conversions for your business.

As per the current scope of work, We have laid out an effective resource allocation plan based on your deployed budget. Once you plan on this we can execute the same accordingly. 

Here The Resource effort would be on 3 things. 

• • Search Engine Optimization
  • Paid Ads Campaign Manager 
  • Social Media Manager 
  • Content Writer

SEO Campaign Manager 

For SEO effort and PPC campaign manager we can propose the effort based on your budget. 

Mentioned below are 3 proposed Budgets that you can select from to spend at this stage. Based on how aggressive you want to be in your marketing effort we have proposed effort hours. 

If you want to try and test and then reinvest, a Startup plan should be the best option for you. We advise you to invest your money, time, and trust in our team for the next at least 8-10 months to see some results. You would anyways have the option to cancel at any moment if you feel we are not the right partner for you. 1st month would be covered with a money-back guarantee so no risk. 

We charge £20 an Hour

Startup Plan

Best for small targets with keywords 30-40 with low to mid competitive and total search volume not exceeding 10000. 

Growth Plan (Recommended) 

We Propose to have at least a part-time search engine marketer (3 Hours Daily) a Minimum of, if you have a good budget this can be a team as mentioned below. 

Full-Dedicated Team Plan

We would deploy some good resources for your project who would work remotely if you need the team in-house, we can share a separate budget for that. 

Your Paid Campaign Budget (Suggested) (Monthly)

All the mentioned budget are suggested and can be changed on how aggressive you want to be. 

Based on the Strategy we would need regular content, we propose the mentioned below list based on how competitors are doing and keeping the budget in mind. 

You can deploy a writer from your team, or we can have a freelancer write content. The cost for a freelancer starts from £ 0.06- £0.12 per word. 

Based on the budget and activities we would share the reports. 

1. 1. Monthly Reports on Link Building 
   2. Monthly report with the Visitors Analytics. 
   3. Monthly Reports on Rank from Search Console. 
   4. Monthly Goals Completion report
   5. Monthly Hour Spent Report. 
   6. Monthly Social media engagement report. 
   7. Monthly Adwords Campaign Spent report
   8. Monthly Adwords Campaign ROI Report. 

We share custom reports based on the requirements of the clients, These reports are shared monthly (On-request we increase the frequency to a fortnight). 

We also advise a Monthly meeting with the team to understand the reports and the status. With projects, where we have regular meetings with clients we have observed faster results. 

Mentioned below is the target that we would work to achieve if we go with the Growth Plan.  

*After 4 Quarters we would have the actual data to study and implement what is working and what needs amendment. 

**Please note this Achievement turnaround time is based on our internal projection and can differ based on actual results as there is no control over search engines and their updates. 

We Completely understand your privacy, we assure you we do not disclose or share any information to any third party or current or proposed clients that we may have,  neither as a reference nor as a resource. All your data with us is protected and any employee who is engaged with any of the clients is also under an NDA.  If required we can sign an NDA on request. 

Agreement

Once you confirm the package, we will share an agreement. We do not bound you with any contracts, you can choose to cancel anytime you feel its not working. 

The billing for the particular month will happen on a pro-rata basis from the date you requested to cancel the service. 

Guarantee

We offer a Price Guarantee and Quality Guarantee. 

Here is a deal we want to offer. Try us, no setup fees and no upfront fees, We will work on your website for the first 30 days and do all the setup and required items. By the end of the month we will share the work report and discuss it with you. 

After going over the report If you feel it’s worth paying, pay us, if not we wont bill you. No Question asked cancellation. 

So technically all the risk is on us, you just need to have trust in our capabilities and give us a chance to perform. We believe in performance-based revenue for our organization. 

We Assure you, based on our experience this project has a 90% chance it will be a successful project in the next 8-9 months. However, this figure is completely based on our experience and may differ from the actual results.

Vipra Offers Offshore team setup services to Digital Agencies big and small. We are currently engaged with almost 50+ Businesses including Digital marketing and Application Development (Web and Mobile). We are an ISO Certified organization working completely on the Agile Method to ensure our deliverables are as per the standard. 

We have been awarded by several research firms as Best SEO Agency 2017(GoodFirms), Best Mobile Development Firm 2019 (Clutch), Top 10 Mobile App Development Company UAE 2019 (The Manifest), and Best Place to Work 2018 (Star). Best Agency to work with 2023 (GoodFirms).

We have a team of 30+ Members in Digital marketing under our umbrella and all in-house, 80% of the members are 4+ years of experience which helps us to ensure your project is in good hands. 

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