Return on Change
Search Marketing Plan

Danny Zhu

l

Jill Zhang

l

Jason Zhou

l

Sona Martirosian
Who are we?

Founded in 2012, Return on Change provides a business solution that
connects investors to world-changing star...
What do we offer?
Where can you find us?
Competition
Founded in 2010, Angel List is one of the most
famous crowd funding websites which has 18,000
credit investors...
Search Engine Optimization
SEO Overview
External
Backlinks

Referring
Domains

Referring
IPs:

Referring
Subnets:

2,498

257

228

217

Crowdinvesti...
First level
Register
and vote

Third level

Home page

Company
blog

Browser start
up

Startup 1

Start-up
crowdfunding

S...
Home
page

Recommended Practice
https://www.returnonchange.com/sit
e/index

https://www.returnonchange.com/
Page Title

Pa...
Browser
startups

https://www.returnonchange.com/start
up/allStartup/category

https://www.returnonchange.com/crowdi
nvest...
Detail for the startup profiles
Url

startup/view/id/59

startup/Thankster

Page tile

Return on Change I
Crowdinvesting f...
Startups crowdfunding
https://www.returnonchange.com/site/page/view/how_it_works
Page Title

Return on Change I
Crowdinves...
More details for
crowdfunding

CleanTech

Life Sciences

EdTech

Technology

Social enterprise

URL

/CleanTech

/Life-Sci...
Return On Change

Url

/blog

/blog

Page tile

ROC blog| Everyone’s invested

Startups investing Tips|Return on Change

M...
Search Volume Estimate
Investing starups

investing startups
investing startup
startup investment
investing in startups
in...
Recommendations
Recommendation
• Update the URL structure of the company, making it more friendly
to search engine crawler...
Content Marketing
Content Audit

Blog Categories
•
•
•
•
•

Crowdfunding
Start Ups
Guest Posts
Events & News
Mythbusters Series

Social Prof...
Customer Profile: Jim Financial Investor
Motivation: To make money from investment

Profile

Interests

Digital Behavior

...
Customer Profile: Dan Strategic Investor
Motivation: Wants to give strategic advice to companies he invests in

Profile

I...
Customer Profile: Dave Start Up CEO
Motivation: To get funding for his company

Profile

Interests Digital Behavior

• 34-...
Customer Profile: Laura Socially Conscious Investor
Motivation: Invest in a company that promises social change

Profile
•...
Financial Investor Influencers
Tomio Geron
Writes about start ups at
Frobes.com
Twitter: 9,610
@tomiogeron
Site: Forbes.co...
Start Up Influencers

Sarah Lacy
Writes about news about news
in the tech start up world.
Twitter: 84,971
@sarahcuda
Site:...
Content Strategy

Awareness
Research
Comparison
Purchase

Blog Posts
• Posts centered around various topics for all 4 cust...
Content Calendar
Month 1:
• Focus on engaging with influencers and
establishing relationships
• Post on the ROC blog twice...
Monday

Month 3:
• Maintain all activity from the first two
months
• Data Visualization: The 1-2-3 of Crowd
Investing. Cre...
Monday

Wednesday

Thursday

Friday

Blog post

Facebook
Twitter
LinkedIn

Blog Post

Facebook
Twitter
LinkedIn

Guest
Pos...
Search Engine Marketing
SEM Brief
• A makeup of SEO and Content Marketing.
• Budget limited at $100/day.
• Objective: Increase impressions and CTR...
Step 1: Keywords Generation
• Examine the original SEO keywords set and remove those
which are not proper for SEM.

Too Ge...
Campaign1 - Investors
Campaign2 - Startups
Campaign3 - General
Business
Category

AdGroups
(12)

Focusing Area
Category

B...
Campaign 1
Investors

Campaign 2
Startups

crowdfunding
opportunities
safe
crowdfunding
high yield
crowdfunding

crowdfund...
304 Keywords

Campaign
Investors

Campaign
Startups

Campaign
General

AdGroup1

AdGroup1

AdGroup1

AdGroup2

AdGroup2

A...
Step 2: Budget re-allocation
• Horizontal comparison: Under $1 bid and $100 daily budget assumption
Clicks

Impressions

C...
Step 3: Campaign estimation
Data: Google keyword planning tool
Data: Google keyword planning tool
Data: Google keyword planning tool
Step 3: Campaign estimation
Daily Clicks

Impressions

CTR

CPC

Position

Campaign
“Investors”

7.76

606

1.3%

$3.78

3...
Step 4: Ads generation
•
•
•
•

3 Ads for each AdGroup in each Campaign
Use core keyword in each AdGroup’s ads
Make sure t...
Measurement
How do we measure success?
Primary KPI:
• Lower the cost per registration to less than 5 dollars.
• Reach average 400 dail...
Q&A
Search Marketing Project - Return On Change
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Search Marketing Project - Return On Change

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A detailed SEM & SEO campaign plan conducted by NYU students for a crowd funding company. (page audit, link building strategy, sitemap design, keyword plans, content marketing calendar and SEM budget allocation.)

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Search Marketing Project - Return On Change

  1. 1. Return on Change Search Marketing Plan Danny Zhu l Jill Zhang l Jason Zhou l Sona Martirosian
  2. 2. Who are we? Founded in 2012, Return on Change provides a business solution that connects investors to world-changing startups. Return on Change is on the forefront of utilizing technology and crowd investing to spur the future of innovation and economy.
  3. 3. What do we offer?
  4. 4. Where can you find us?
  5. 5. Competition Founded in 2010, Angel List is one of the most famous crowd funding websites which has 18,000 credit investors and features 100,000 startup profiles. Breakdown into 3 parts: • Join a Startup: 3000+ Jobs from startups • Syndicates: 137 syndicates led by notable investors • Public Fundraising: currently about 4000 startups Domain Authority: 73 Page Authority: 78 Total Established Links: 6,048
  6. 6. Search Engine Optimization
  7. 7. SEO Overview External Backlinks Referring Domains Referring IPs: Referring Subnets: 2,498 257 228 217 Crowdinvesting 7 Blog Crowd investing 7 Blog Equity Crowdfunding 8 Equity crowdfunding platform 8 Crowd funding 0 Crowdfunding 0
  8. 8. First level Register and vote Third level Home page Company blog Browser start up Startup 1 Start-up crowdfunding Startup 2
  9. 9. Home page Recommended Practice https://www.returnonchange.com/sit e/index https://www.returnonchange.com/ Page Title Page Title Return on Change I Crowdinvesting for high-impact startups Startups investment|Crowdfun ding| Retrun on Change Meta Description Return on Change is a professional crowdfunding firm for high-impact start-ups and identify crowdsourcing opportunities for investors Meta Description Not Found Meta Keywords Not found Keywords Investing startups, Crowdfunding, Return on Change H1,H2 Not found H1,H2 H1: Investing startups H2: Crowdfunding
  10. 10. Browser startups https://www.returnonchange.com/start up/allStartup/category https://www.returnonchange.com/crowdi nvesting Page Title Page Title Return on Change |investing startups Retrun on Change provides investing opportunities on world-changing startups. Return on Change| Crowding investing for high-impact startups Meta Description Not Found Meta Description Meta Keywords Not found Keywords investing startups, investing online H1,H2 Not found H1,H2 H1:startups for investing H2:investing voting
  11. 11. Detail for the startup profiles Url startup/view/id/59 startup/Thankster Page tile Return on Change I Crowdinvesting for highimpact startups - Startup profile Technology startups| Thankster.com Meta description Not found Thankster facilitates handwritten personalized correspondence for consumers and enhances CRM for businesses by automating the sending of real cards that look authentically handwritten. Keywords Not found Technology investing, Technology startups
  12. 12. Startups crowdfunding https://www.returnonchange.com/site/page/view/how_it_works Page Title Return on Change I Crowdinvesting for high-impact startups - How it works Meta Description Not Found Meta Keywords Not Found H1 Not Found H2 HOW IT WORKS
  13. 13. More details for crowdfunding CleanTech Life Sciences EdTech Technology Social enterprise URL /CleanTech /Life-Sciences /EdTech /Technology /Social-enterprise Meta Description Return on Change is a professional crowdfunding firm for world changing startups, including, clean technology, life science, education technology, and social enterprise. Keywords Clean technology, Crowd Funding Life science, Crowd Funding Education technology, Crowding Funding Technology, Crowd Funding Social enterprise, Crowd Funding Page Title Crowdfunding for Clean Technology Crowdfunding for Life Science Crowdfunding for Education Technology Crowdfunding for Technology Crowdfunding for Social enterprise
  14. 14. Return On Change Url /blog /blog Page tile ROC blog| Everyone’s invested Startups investing Tips|Return on Change Meta description Not found Return on Change’s blog provide useful professional and up-to-date information about online startups investing. Keywords Not found Online investing, startups investing
  15. 15. Search Volume Estimate Investing starups investing startups investing startup startup investment investing in startups invest in startups startups investment 1490 Online investment Investing online online investment invest online investing through internet 4720 Crowd funding Crowdfundg/technology Crowdfunding, etc 201,090 Funding technology funding life science funding education technology funding clean technology funding social enterprise funding 860 *Data: Google keyword planning tool (monthly search volume)
  16. 16. Recommendations Recommendation • Update the URL structure of the company, making it more friendly to search engine crawlers. • Add meta description and identify specify page titles for every page level. • Complete the URL and page structure for “Crowdfunding”. • Index content for the investing startups profiles. • Link the company blog and website with same set of keywords, using blog content to support the main website.
  17. 17. Content Marketing
  18. 18. Content Audit Blog Categories • • • • • Crowdfunding Start Ups Guest Posts Events & News Mythbusters Series Social Profiles • • • • Facebook Twitter LinkedIn YouTube http://www.wordle.net/
  19. 19. Customer Profile: Jim Financial Investor Motivation: To make money from investment Profile Interests Digital Behavior • 53-year-old • Finance • Uses internet primarily for business • Married: 14 years • The Stock Market • Social Network: LinkedIn for work Facebook for • Father of two • International Trade • MBA in Finance • Politics • Uses Twitter to follow influential voices • Venture Capitalist • Economics • Reads: Forbes, Fortune, WSJ, New York Times. • New York, NY • Sports • Net Worth: $500M • Cars Story Jim is in independently wealthy venture capitalist looking to invest in new start ups that have a promise of making him a large sum of money. He reads an article on Forbes about crowd investing and decides to do a search for the term. As someone who is extremely busy but likes to do extensive research before making decisions, Jim looks for articles that provide a lot of detailed information in a quick manner. After finding crowd funding sites, Jim reads through the descriptions of the start ups to determine which seems the most lucrative investment opportunity. He believes that crowd investing is a great way to find promising start ups because if a lot of people are willing to invest, the start up is more likely to be successful with customers. Keywords Crowd Investing Crowd Funding Investing Sites New Start Ups List of Start Ups Investing in Startups family and friends Inc, Yahoo News • Checks E-mails constantly on a mobile device Blog Post Topics • Benefits of using crowd funding platforms for investing • Case studies of successful start ups who used crowd funding • How a news story or current event will affect your investment • Using a sports analogy to explain benefits of crowd funding • Guest post by a trusted financial advisor who writes about investing in start ups
  20. 20. Customer Profile: Dan Strategic Investor Motivation: Wants to give strategic advice to companies he invests in Profile Interests Digital Behavior • 45-year-old • Technology • Uses internet for business and personal use • Married: 10 years • Clean Technology • Social Networks: LinkedIn , Twitter, Quora • MS Computer Engineering • Tech Innovation • Former Entrepreneur • Computer Programming • Professional Investor • Tech Engineering • Los Angeles, CA • World News • Net Worth: $50M • Entrepreneurship Dan started his career as a tech entrepreneur in Silicon Valley. After founding a few successful start ups, he decided to retire in sunny Los Angeles. He likes to stay involved in the tech start up world and is constantly looking for new innovative start ups to invest in. He’s looking to not only invest financially but also to be a strategic advisor to new start up founders and share his knowledge with them. Dan thinks crowd funding is a great idea and is looking to invest in start ups that have already gotten • Reads: Fast Company, Forbes, Wired, Tech Crunch, blogs about tech innovation news • Uses a tablet to read news and a lap top for Blog Post Topics • News in the tech start up world • Information about innovations in clean technology • Detailed background information on the start ups listed on ROC and interviews with the founders • Case studies showcasing how ROC listed clean tech start ups want to impact the world • Guest post by tech CEOs and well known start up investors Keywords Crowd Investing Crowd Funding Investing in Tech Start Ups insights about the industry everything else Story attention on crowd funding platforms. • Follows tech CEOs on Twitter and shares his New Tech Start Ups Clean Technology Start Ups Investing in Clean Tech Start Ups
  21. 21. Customer Profile: Dave Start Up CEO Motivation: To get funding for his company Profile Interests Digital Behavior • 34-year-old • Engineering • Uses internet for business & personal use • Single • Clean Energy • Social : Facebook, Twitter, Reddit, LinkedIn, Instagram • MS in Engineering • Renewable Energy • Reads: Inc, Tech Crunch, Wired, Pando, Fast Company • Start up CEO • Entrepreneurship • Follows successful start up CEOs on Twitter & engages • Brooklyn, NY • Technology • Net Worth: $50K • Start up News • Very digitally savvy • Video Games • Digitally connected at all with them • Uses the internet for everything from work, reading, gaming, TV Story Dave and two of his graduate school friends have come up with a start up idea for a new energy efficient battery that runs on a renewable energy source. They would like to produce the batteries to be used in low income areas to power educational facilities. They want their start up to really impact society and help make the world a better place. They rent desks at a co-working space at General Assembly and collaborate with other start up founders the meet there. Dave is tasked with finding investors for the project and is looking for crowd funding platforms to fund their start up. Keywords Crowd Funding Start up news Finding Investors Investors for Start Ups Investors for Tech Start ups Investors in Clean Tech Blog Post Topics • How to find funding for your start up • Case studies of successful start ups who used ROC for crowd funding • Strategic advice for entrepreneurs and how to grow your company • Using a gaming analogy to explain how to make your start up successful • Guest posts from successful start up CEOs and strategic advisors
  22. 22. Customer Profile: Laura Socially Conscious Investor Motivation: Invest in a company that promises social change Profile • 28-year-old • Single • BA Social Science • MS in Education • Teacher • San Francisco, CA • Net Worth: $150K Interests Digital Behavior • Environmentalism • Uses internet primarily for personal use • Clean Technology • Social Network: Facebook, Twitter, Pinterest, Instagram • Sustainable Living • Reads: Tree Hugger, The Daily Green, Dot Earth, Huffington • Recycling Post, organic cooking blogs, education tech news, and • Living Green lifestyle and fashion blogs • Global education • Education Technology • Writes a blog about organic cooking and growing vegetables • Organic Cooking Story Laura is a teacher who is very interested in environmentalism and sustainable living. She is vegetarian, only buys locally grown products at farmers markets, and grows her own vegetables in a small garden. She lives in San Francisco and is very interested in Silicon Valley start ups that focus on green technology and making the world a better place. She is also interested in educational technology that she can use in her classroom. She has recently inhered some money and is looking to invest a small amounts in a socially responsible start ups whose cause she believes in. Keywords Socially Responsible Start Ups Crowd Funding Platforms Education Technology Start Ups • Spends most of her time online reading blogs Blog Post Topics • Information about clean tech and ed tech start ups listed on ROC • Posts and videos about how ROC start ups are benefiting the world • Posts about sustainable living and green technology start ups • News about exciting innovations in the educational tech world • Guest posts from influencers in the green living, green tech, and education tech world Invest in Clean Tech Start Ups Crowd Investing in Green Start Ups Start Up Investment Sites
  23. 23. Financial Investor Influencers Tomio Geron Writes about start ups at Frobes.com Twitter: 9,610 @tomiogeron Site: Forbes.com Forbes Twitter: 2,373,487 Forbes Facebook: 798,000 Kunal Desai Writes about investing and Wall Street Twitter: 14,550 @kunal00 Site: BullsOfWallStreet.com Bulls On Wall Street Twitter: 8,900 Bulls On Wall Street Facebook: 8,700 Mark Suster Two time entrepreneur, writes about starts ups at Tech Crunch Twitter: 135,115 @msuster Sits: TechCrunch.com Blog: BothSidesOfTheTable.com Tech Crunch Twitter: 3,183,086 Paul Kedrosky Investor and entrepreneur. Writes about finance and the money culture. Twitter: 264,844 @pkedrosky Blog: InfectiousGreed.com Maya Baratz Head of new products at the Wall Street Journal Twitter: 11,850 @mbaratz Site: WSJ.com and Mbaratz.tumblr.com Wall Street Journal Twitter: 3,745,000 Wall Street Journal Facebook: 1,700,000 Strategic Investor Influencers Dharmesh Shah Founder of Hubstop and start up blogger Twitter: 214,002 @dharmesh Blog: OnStartups.com On Startups Facebook: 140,000 Penelope Trunk Four time entrepreneur and start up blogger, writes a career advice column that runs in 200 newspapers Twitter: 134,238 @penelopetrunk Blog: PenelopeTrunk.com Kevin Kelly Founding Editor and currently Editorat-Large of Wired Magazine Twitter: 17,470 @kevin2kelly Blogs: KK.org, Wired.com Wired Twitter: 2,408,498 Wired Facebook: 772,000 Mike Fishbein Writes about start up and new product and business development Twitter: 1,318 @mfishbein Blogs: mfishbein.com Dave McClure Founder of 500 Start Ups, angel investor and start up advisor Twitter: 183,989 @davemcclure Blog: 500hats.com
  24. 24. Start Up Influencers Sarah Lacy Writes about news about news in the tech start up world. Twitter: 84,971 @sarahcuda Site: Pando.com Pando Twitter: 56,896 Pando Facebook: 21,000 Frank Gruber Cofounder of Tech Cocktail, a site for tech start up events and news Twitter: 26,268 @frankgruber Site: Tech Cocktail tech.co Tech Cocktail Twitter: 91,305 Tech Cocktail Facebook: 16,985 Steve Blank Professor of Entrepreneurship at Stanford, Berkley, and Columbia. Author of Four Steps to the Epiphany. Twitter: 88,756 @sgblank Blog: SteveBlank.com Matthew Brimer Cofounder of General Assembly, a start-up co-working space, that teaches technology, design, and business skills Twitter: 5,499 @brimer Site: GeneralAssemb.ly GA Twitter: 36,710 Ben Horowitz A venture capitalists that that helps entrepreneurs become successful CEOs and build important and enduring companies Twitter: 56,718 @bhorowitz Site: bhorowitz.com Socially Conscious Influencers Jaymi Heimbuch Writes about green technology and gadgets at Tree Hugger Twitter: 17,230 @jaymiheimbuch Site: TreeHugger.com Tree Hugger Twitter: 261,760 Tree Hugger Facebook: 266,000 Hank Green Entrepreneur and founder of Eco Geek, a site about green technology Twitter: 325,560 @hankgreen Site: EcoGeek.org Eco Geek Twitter: 45,537 Andrew Revkin Writes New York Times blog Dot Earth about sustainability, environmentalism, and technology Twitter: 52,212 @revkin Site: DotEarth.Blogs.NYTimes.com Dot Earth Twitter: 32,380 Steven Anderson Educator and blogger about educational technology at Tech & Learning Twitter: 81,962 @web20classroom Site: TechLearning.com Blog:web20classroom.org Tech Learning Twitter: 21,527 Sarah Perez Writes about education tech news at Tech Crunch Twitter: 28,800 @sarahintampa Site: TechCrunch.com Tech Crunch Twitter: 3,183,086 Tech Crunch Facebook:966,000
  25. 25. Content Strategy Awareness Research Comparison Purchase Blog Posts • Posts centered around various topics for all 4 customer personas • Create info graphics to encourage sharing • The 1-2-3 of Crowd Funding Social Media • Maintain active social profiles • Engage with followers & influencers • Join discussions on crowdfunding on various social platforms E-books • The Benefits of Crowd Funding • Importance of Clean Tech Innovation Webinars • Educating start ups about crowd funding • Educating Investors about crowd funding Case Studies • Success stories from start ups that raised funds through ROC Customer Testimonials • Interviews with start up founders who raised money through ROC • Videos showcasing the progress of the start ups Details Product Info • A page on the website detailing how ROC works and how to use it • Detailed information about each start up listed in ROC
  26. 26. Content Calendar Month 1: • Focus on engaging with influencers and establishing relationships • Post on the ROC blog twice a week, focusing on one customer persona in each post • Post and engage with with influencers on followers on Facebook, Twitter, and LinkedIn at least twice a week • Share relevant articles by key influencers every Friday on Facebook, Twitter, and LinkedIn Monday Tuesday Wednesday Thursday Friday Saturday Sunday Blog post Facebook Twitter LinkedIn Blog Post Facebook Twitter LinkedIn Share article by influencer Engage with Influencers Engage with Influencer s Facebook Twitter LinkedIn Blog Post Facebook Twitter LinkedIn Share article by influencer Engage with Influencers Engage with Influencer s Facebook Twitter LinkedIn Blog Post Facebook Twitter LinkedIn Share article by influencer Engage with Influencers Engage with Influencer s Facebook Twitter LinkedIn Blog Post Facebook Twitter LinkedIn Share article by influencer Engage with Influencers Engage with Influencer s Monday Tuesday Wednesday Thursday Friday Saturday Sunday Blog post Facebook Twitter LinkedIn Blog Post Facebook Twitter LinkedIn Guest Post Engage with Influencers Engage with Influencer s Facebook Twitter LinkedIn Blog Post Facebook Twitter LinkedIn Share article by influencer Engage with Influencers Engage with Influencer s Facebook Twitter LinkedIn Blog Post Facebook Twitter LinkedIn Guest Post Engage with Influencers Engage with Influencer s Facebook Twitter LinkedIn Blog Post Facebook Twitter LinkedIn Share article by influencer Engage with Influencers Engage with Influencer s Engage with Influencers Blog post Engage with Influencers Blog post Engage with Influencers Blog post Engage with Influencers Month 2: • Share guest posts by influencers every other Friday, focusing on a different customer personas each week • Post on the ROC blog twice a week, focusing on one customer persona in each post • Post and engage with with influencers on followers on Facebook, Twitter, and LinkedIn at least twice a week • Share relevant articles by key influencers every Friday on Facebook, Twitter, and LinkedIn Engage with Influencers Blog post Engage with Influencers Blog post Engage with Influencers Blog post Engage with Influencers Engage with Influencers Engage with Influencers Engage with Influencers Engage with Influencers Engage with Influencers Engage with Influencers Engage with Influencers Engage with Influencers
  27. 27. Monday Month 3: • Maintain all activity from the first two months • Data Visualization: The 1-2-3 of Crowd Investing. Create an infographic detailing how crowd investing works in a simple, visually way. • Share interviews with start up CEO, case studies, and behind the scenes of a start up video content to show case successful start ups that got their funding through ROC Tuesday Wednesday Thursday Friday Blog post Facebook Twitter LinkedIn Blog Post Facebook Twitter LinkedIn Guest Post INTERVIEW WITH START UP CEO Blog Post Facebook Twitter LinkedIn DATA VISUALIZ ATION Facebook Twitter LinkedIn Blog Post START UP CASE STUDY Guest Post Facebook Twitter LinkedIn Blog Post Facebook Twitter LinkedIn Monday Tuesday Wednesday Thursday VIDEO BEHIND THE SCENES Friday Blog post Facebook Twitter LinkedIn Blog Post Facebook Twitter LinkedIn Guest Post Engage with Influencers Blog post Facebook Twitter LinkedIn Blog post Blog post Engage with Influencers Month 4: • Maintain all activity from the first three months • Publish an E-book: The Benefits of Crowd Funding including information about crowd funding. Ask influencers to provide quotes to be included in the book as well as post about the book on their own sites. • Post about the e-book on Reddit’s r/StartUps forum: “We are the founders of Return on Change, a crowd funding platform for start ups, Ask us Anything” allowing users to ask questions to the ROC team and answering all of their questions. Engage with Influencers Blog post Engage with Influencers Blog post Facebook Twitter LinkedIn Blog post Engage with Influencers Facebook Twitter LinkedIn Engage with Influencers Engage with Influencers Facebook Twitter LinkedIn Engage with Influencers Engage with Influencers Blog Post About upcoming E BOOK INTERVIEW WITH START UP CEO Blog Post Facebook Twitter LinkedIn Blog Post Facebook Twitter LinkedIn Engage with Influencers REDDIT AMA E BOOK for E Book Influencer share E book VIDEO BEHIND THE SCENES Sunday Share article by influence r Share article by influence r Saturday Sunday Share article by influencer Share E book on social Guest Post Facebook Twitter LinkedIn Saturday Influencer share E book Influencer share E book Share article by influence r
  28. 28. Monday Wednesday Thursday Friday Blog post Facebook Twitter LinkedIn Blog Post Facebook Twitter LinkedIn Guest Post Facebook Twitter LinkedIn Blog Post About Webinar Promote Webinar on Social WEBINAR INTERVIEW WITH START UP CEO Blog Post START UP CASE STUDY Guest Post Facebook Twitter LinkedIn Blog Post Facebook Twitter LinkedIn VIDEO BEHIND THE SCENES Share article by influence r Monday Month 5: • Maintain all activity from the first four months • Host a webinar educating start up founders on funding their business ventures • Promote the webinar on the ROC blog, social, and ask relevant influencers to share it with their followers Tuesday Tuesday Wednesday Thursday Friday Saturday Blog post Facebook Twitter LinkedIn Blog Post Facebook Twitter LinkedIn Guest Post Share article by influence r Facebook Twitter LinkedIn INFLUENCER S POST ABOUT EVENT VIDEO BEHIND THE SCENES PROMOTE EVENT ON SOCIAL PROMOTE EVENT ON SOCIAL PANEL EVENT Engage with Influencers Blog post Engage with Influencers Blog post Facebook Twitter LinkedIn Blog post Engage with Influencers Month 6: • Maintain all activity from the first five months • Invite influencers in the start up investment world to be speakers at a panel event and give advice to start ups on entrepreneurship and how to get funding. • Promote the event on the ROC blog, social, and ask relevant influencers to share it with their followers Engage with Influencers Blog post Engage with Influencers Engage with Influencers Facebook Twitter LinkedIn Engage with Influencers Engage with Influencers Facebook Twitter LinkedIn BLOG POST ABOUT EVENT INTERVIEW WITH START UP CEO PROMOTE UPCOMING EVENT ON SOCIAL Facebook Twitter LinkedIn Blog post Facebook Twitter LinkedIn BLOG POST ABOUT EVENT VIDEO BEHIND THE SCENES Engage with Influencers Saturday Sunday Share article by influencer INFLUENCER POSTS ABOUT WHAT THEY LEARNED IN WEBINAR Share article by influencer Sunday Share article by influencer POST RECAPING EVENT
  29. 29. Search Engine Marketing
  30. 30. SEM Brief • A makeup of SEO and Content Marketing. • Budget limited at $100/day. • Objective: Increase impressions and CTRs on Google SERPs, to raise awareness and engagement of Return on Change. • Target Audiences: high-quality investors and startup investees • Focusing Area: Clean, Biological, Educational, Medical technologies.
  31. 31. Step 1: Keywords Generation • Examine the original SEO keywords set and remove those which are not proper for SEM. Too General Misunderstanding Startups Venture capital High-impact Life sciences Technology Mission focused Investors Shares Funding Capital raising
  32. 32. Campaign1 - Investors Campaign2 - Startups Campaign3 - General Business Category AdGroups (12) Focusing Area Category Brand Category Crowdfunding Crowdinvest Funding Investment Online Startups Cleantech Biotech Edtech Medtech Tech Return On Change Keywords pool
  33. 33. Campaign 1 Investors Campaign 2 Startups crowdfunding opportunities safe crowdfunding high yield crowdfunding crowdfunding for startups crowdfunding investors crowdfunding wanted Keyword Templates Opportunities Safe High yield Investors Needed Wanted Platform Website Network Number of Keywords 11 8 12 AdGroup 1 Crowdfunding (31 keywords) Campaign 3 General crowdfunding crowdfunding platform crowdfunding website Delivering keywords to 3 Campaigns without duplication!
  34. 34. 304 Keywords Campaign Investors Campaign Startups Campaign General AdGroup1 AdGroup1 AdGroup1 AdGroup2 AdGroup2 AdGroup2 …… …… …… AdGroup12 AdGroup12 AdGroup12 84 keywords 69 keywords 151 keywords
  35. 35. Step 2: Budget re-allocation • Horizontal comparison: Under $1 bid and $100 daily budget assumption Clicks Impressions CTR CPC Position Campaing Investors 2 237 0.8% $0.63 4.33 Campaign Startups 1 223 0.4% $0.74 5.15 Campaign General 169 8263 2.0% $0.59 3.67 Campaign Investors Campaign Startups $30 Data: Google keyword planning tool $20 Campaign General $50
  36. 36. Step 3: Campaign estimation
  37. 37. Data: Google keyword planning tool
  38. 38. Data: Google keyword planning tool
  39. 39. Data: Google keyword planning tool
  40. 40. Step 3: Campaign estimation Daily Clicks Impressions CTR CPC Position Campaign “Investors” 7.76 606 1.3% $3.78 3.2 Campaign “Startups” 10.59 459 2.3% $1.89 3.5 Campaign “General” 115.75 6522 1.8% $0.43 3.84 Total 134 7587 1.77% $0.75 3.77
  41. 41. Step 4: Ads generation • • • • 3 Ads for each AdGroup in each Campaign Use core keyword in each AdGroup’s ads Make sure the ads are relevant to the page and content Make sure the ads are emotional to encourage people to click Campaign Investors Campaign Startups Safe Crowdfunding Platform Online Find Safe Crowdfunding Platform Online Safe Crowfunding Platform To Make Money www.returnonchange.com 34 38 39 22 Crowdfunding Investors For Your Startup Qualified Crowdfunding Investors Best Crowdfunding Investors Network www.returnonchange.com Crowdfunding Opportunities For Everyone Find Best Crowdfunding Opportunities Crowdfunding Opportunities To Make Money www.returnonchange.com 39 36 40 22 High Yield Crowdfunding For Everyone High Yield Crowdfunding For Small Money High Yield Crowdfunding To Make Money www.returnonchange.com 36 39 37 22 Campaign General 39 32 35 22 Crowdfunding Platform For Everyone Find Best Crowdfunding Platform Crowfunding Platform To Make Money www.returnonchange.com 34 31 34 22 Find Crowdfunding For Your Startup 34 Crowdfunding Best Choice For Startups 37 Crowdfunding Make Changes On Your Startup1 4 www.returnonchange.com 22 Best Crowdfunding Meets Best Startups Crowdfunding Is The Best Choice For Money Check Crowdfunding Choices www.returnonchange.com 37 41 26 22 Crowdfunding Needed For Startups Crowdfunding Needed By Best Startups Really Need Crowdfunding To Fund www.returnonchange.com Crowdfunding Investment The Best Choice Need Crowdfunding Investment Best Crowdfunding Investment Online www.returnonchange.com 39 28 35 22 32 36 33 22
  42. 42. Measurement
  43. 43. How do we measure success? Primary KPI: • Lower the cost per registration to less than 5 dollars. • Reach average 400 daily visit to the website in 3 months. Secondary KPI: • Double the organic traffic to the website in 3 months • Increase the followers on social media by 20% MOM in first 6 months. (a 2.5x growth after 6 months)
  44. 44. Q&A

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