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WHAT IS IT?

Artillery will work with you to plan, create and deploy everything from social media posts, email newsletters and blog articles for one year. We'll implement strategies to optimize your website and help you capture more traffic and leads from online, organic searches.

And we'll guide you through the process of automating your marketing efforts to make your sales process more efficient and productive.

 

 

Two things start to happen at this point: the content gets finalized and produced and the website gets optimized for lead generation.

The content that gets produced includes the blog posts, the lead generation ebooks, the landing page copy, lead nurturing emails, video scripts and anything else that was in the plan that you’ve approved.

For the website, to use a home renovation analogy, our intent is not to tear down your house and start over, but rather to install some mechanical and technological upgrades to make it operate more effectively and efficiently.

For instance, we move your site onto the sales and marketing automation platform that we and our clients use. This can also include giving the website a new look and feel if that’s called for.

We usually need to rearrange some sections of your site to improve your visitor’s experience based on an analysis of your website analytics.

We set up your new home page, all the lead generation landing pages, your blog, your social media profiles, automated lead nurturing workflows and so forth.

There is usually some additional website copy that needs to be edited or written.

Once the content and the website are good to go, we kick things off by publishing the blog posts, get the email marketing and lead nurturing kicked off, manage your social media activity if you need help with that and so on.

Then, based on the leads that are generated and the sales that are closed along with any other feedback from your sales team, we make ongoing adjustments so that we can start to do more of what’s working and less of what’s not working.

In terms of cost, it varies quite a bit on each client’s competitive situation, goals and budget.

However, we generally range between $4K - $8K per month. For most companies that is far more efficient and effective than hiring and training an internal team – or investing in other more traditional alternatives.

An important point to remember is that you’ll be investing in marketing assets that you’ll own and that can produce results over time, like compound interest.

This is in contrast with more traditional marketing where essentially you are renting time and space from someone else as long as you can pay the rent.

For most companies it’s a new process from the type of marketing they’ve done in the past. But it is a proven process that more profitable, fast-growing companies are moving to in order to align their sales and marketing around the way their customers want to research their purchases and make buying decisions.

 

INCLUDES:

  • Ongoing marketing strategy
  • 12-month plan implementation
  • Lead generation content
  • Website content
  • Social media posting
  • Quarterly analytics review and recommendations
  • Quarterly buyer persona interviews
  • Weekly conference calls

COST: $4,000 - 6,000 per month

(does not include HubSpot Premium subscription)

Frequently Asked Questions

What happens after 12 months?

What type of content is needed to get started?

At minimum, you’ll need blog posts (for getting found via search engines) and lead generation offers such as ebooks (to generate leads once visitors are on your site). Lead generation offers should be produced for early, middle and late stages of the buyer’s journey.

You’ll also need copy for the landing pages (on which the offer is provided in exchange for the visitor’s email), the subsequent lead nurturing emails, and new/updated website pages, including the home page.

Some simple, educational website videos can also have an enormously positive impact on getting found online and generating leads, but can be added after the starter content is produced.

How long does it take to produce the starter content?

4-6 weeks.

Why do you only produce 90 days worth of content at one time?

Modern marketing is a marathon, not a sprint. And the secret to getting ahead is getting started. Or as General George S. Patton, Jr. said, “A good plan violently executed now is better than a perfect plan executed next week.” Having too ambitious a launch plan can get bogged down and delay increasing your site traffic, leads and sales.

 

Additionally, the second 90 days of content and activity can be guided and informed by the results observed during the first 90 days. Given the near infinite amount of measurement afforded by digital marketing, it’s prudent to constantly observe, iterate, test and improve.

Can our employees contribute to the content?

We hope they will. They won’t need to write it and produce it, but their contribution of ideas in an ongoing basis is enormously helpful.

How do you manage all your work and communications?

We use Teamwork, an online project management platform. A section is set up for each client and project. Clients don’t have to log in if they don’t want to but all the files and conversations are kept there.

Why are changes needed for our website?

Sometimes changes aren’t necessary. But most of the time they are. To begin with, you’ll want to make sure your site is properly set up for optimal SEO and user experience. If you put your site’s URL in this website grader, it will show you the minimum requirements toward that end.

 

Beyond that, you will want your site to be optimized for lead generation. Based on your existing site analytics and the path you want your visitors to follow, that may require some new pages and possibly an update of your existing navigation.

What is marketing automation software and why do we need to use it?

Marketing automation refers to the software that automates marketing actions. Most modern marketers have to automate repetitive tasks such as emails, social media, and other website actions. The technology of marketing automation makes these tasks easier.

What sales and marketing automation software do you use?

We use HubSpot for ourselves and our clients. We are a Certified HubSpot Partner Agency.

What does HubSpot cost?

The professional plan (which we use) starts at: $800 per month, plus a one time $3,000 onboarding fee. (If you hire a HubSpot Partner Agency for implementation, this onboarding fee is waived.) Click here for all pricing. You will pay your subscription directly to HubSpot.

What happens after the launch?

At this point we begin publishing the blog posts, starting the email marketing, monitoring the analytics behind the machinery, and begin producing content (blog posts, lead generation offers, etc.) for the next 90 days.

After we’ve launched the new website and the content, can we stop at that point?

You can, but most companies continue to fuel their inbound marketing efforts because of the value of the results they start to see. In fact, over time many companies re-allocate additional marketing funds from other, more traditional tactics.

Will you manage our social media for us?

Yes. We will integrate our efforts with your social media and keep an eye on your social media activity on a daily basis. However, we encourage our clients to participate in social media as well, particularly as it relates to social selling.

How many months am I committed to?

Our agreements are month-to-month and you may stop working with us at any time.

What are your payment terms?

For ongoing post-launch monthly activity we require payment in advance. We will invoice for the following month and payment is expected upon receipt. If payment is not received by the 5th of the month, all work on your behalf will stop until payment is made.

What are my time obligations when working with Artillery?

We work with clients that are very involved and client’s who are not. At a minimum, we request that clients attend scheduled meetings, provide us access to the platforms, people, and materials we need to complete quality work, and review work in a timely manner. A typical client will allocate 5-10 hours per week working with us.

What type of ROI should I expect?

It’s common for people to think that content marketing alone will generate an immediate spike in leads. Although this can happen, content marketing is a long-term play.

 

Content marketing is opposite of advertising. Effective advertising, which is often much more expensive than creating your own content, can generate that spike in results, however, once you turn it off, the results go away.

 

Content marketing is more like investing in the stock market, where results compound with more content you release and followers, subscribers, and database contacts you build. Also like investing in stocks, your investment will continue to produce returns even if you stop contributing since past content will continue to get found in search engines, generating traffic and leads for years to come.

 

It may be a few months before you can start seeing a true ROI from content marketing, but the long-term benefits will power your future sales efforts and can significantly increase the value of your business.

 

A recent HubSpot study reports that 83% of respondents saw a measurable increase in lead generation within 7 months, and 65% reported seeing a measurable increase after only 4 months -- And remember, performance gets significantly better over time.

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