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7 Pillars of Digital Marketing7 Pillars of Digital MarketingUtilizing the 7 Pillars to integrate Social, SEM, SEO and LocalUtilizing the 7 Pillars to integrate Social, SEM, SEO and Local

Arman Rousta, CEO

@arousta @blueliner

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

The 7 Pillars of Digital MarketingThe 7 Pillars of Digital Marketing@arousta @blueliner

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]

7 Pillars of DM: 7 Dimensions7 Pillars of DM: 7 DimensionsEach dimension acts like a filter, that hones down the area of consideration or focus further

@arousta @blueliner

7 Pillars x 7 Stages = The 49er Matrix7 Pillars x 7 Stages = The 49er Matrix

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@arousta @blueliner

• 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

How to Build an ROI Marketing PlanHow to Build an ROI Marketing Plan@arousta @blueliner

Case Study #1Medical – Lasik Provider

@arousta @blueliner

CRM: Segmentation. Who is Your Customer?CRM: Segmentation. Who is Your Customer?

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>

ACTIVE BACHELOR SINGLE DAD EXECUTIVE RETIRED

CRM Analytics: What is a customer worth?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.

@arousta @blueliner

CRM Analytics: Historical Data on Patient Segments.CRM Analytics: Historical Data on Patient Segments.

Average age – 39

Income – between $50,000 and $75,000

Distance from location, up to 25 miles

@arousta @blueliner

CRM Analytics: Age DispersionCRM Analytics: Age Dispersion

Average age – 39 – not really the best target

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

3.0%

3.5%

4.0%

18 21 24 27 30 33 36 39 42 45 48 51 54 57 60 63 66 69 72

Age

@arousta @blueliner

CRM Analytics: IncomeCRM Analytics: Income

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

@arousta @blueliner

CRM Analytics: Geo-LocationCRM Analytics: Geo-Location

Distance – up to 100 miles

@arousta @blueliner

Keyword ResearchKeyword Research - Estimate Potential Traffic- 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.

@arousta @blueliner

Budgets & ProjectionsBudgets & Projections - Goal: 6,000+ Procedures within 12-months- 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 & 3rd party costs.

@arousta @blueliner

Return On Investment (ROI) - 1 Return On Investment (ROI) - 1 - Customer Acquisition - # Patients (12-Mo)- 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

@arousta @blueliner

Case Study #2Health – Weight Loss Co.

@arousta @blueliner

Case Study: Prospect on Google - The integration of SEO, PPC, Social Media

Searches Per Month = 460,389

@arousta @blueliner

Case Study: Prospect on Google Searches Per Month = 460,389

Social Media + PR Collaboration

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@arousta @blueliner

Case Study: Prospect on Google - The impact of SEO (Pillar 3)

SEO is still the holy grail for top organic search results.

Searches Per Month = 460,389

#1

#2

#3

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@arousta @blueliner

Paid Search compliments SEO & Social with quicker and predictable results.

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Case Study: Prospect on Google @arousta @blueliner

Case Study: Prospect on Google - Revenue Opportunity

Revenue Opportunity for Client = $250,000 +

Searches Per Month = 460,389

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@arousta @blueliner

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

Click-Through Rate 3%Clicks-to-Leads: 10%Leads-to-Sales: 25%Clicks-to-Sales: 3%Avg. Initial Order $50Avg. Reorders/Yr: 5Avg. Reorders/Life: 25Cost Per Click: $1

Projected Long-Term Revenues

Annual Revenue $86,323Lifetime Revenue $431,615

Projected Costs

Cost/Mo: $13,812Cost/Lead: $10Cost/Sale: $40

Case Study: Prospect on Google - Potential ROI

@arousta @blueliner

Arman RoustaChief Executive Officerarman@bluelinerny.com

US – Asia – Europe – Latin Americawww.bluelinerny.com

212.904.1240@arousta@blueliner

Thank you for your time!

@arousta @blueliner