inbound marketing growth package€¦ · industrial distributors struggle to measure roi on...

Client: Medsafe Delivered on: November 14, 2016 Submitted by: Matt Johnson

Inbound Marketing Growth Package

Introduction

Dear Thomas,

Thank you for your patience awaiting this proposal. Based on our previous conversations I have abetter understanding of how SMS can help you moving forward.

I believe that the scope of services outlined in the following pages will help you accomplish bothyour immediate and long-term marketing goals:

• Encourage more online sales from existing customers

• Grow the business with existing accounts

• Generate new leads via thought leadership and content marketing

This proposal includes a detailed content marketing strategy designed to generate new leads anddelight existing customers through automated marketing and communication software andservices.

As the following pages of this proposal will show, our highly creative team members utilize a widerange of skills to accomplish your email marketing goals. If you have any questions or concernsabout this proposal, please don’t hesitate to leave a comment or email me [email protected].

Sincerely,

Matt JohnsonCMO & Managing PartnerSafety Marketing Services

Page 1 | Designed for Medsafe | Safety Marketing Services | 352-593-2145

Goals & Objectives1. IMPROVE WEBSITE TRAFFIC AND LEAD GENERATIONNow that your newly redesigned website is live and functional, we propose promoting youreducational content via Linked-In, Facebook, Twitter, and Email. These channels will createinbound links back to your website where visitors can become leads, and leads can becomecustomers. Additionally, it is our goal that existing customers will visit more frequently andpurchase more. We will accomplish this through automation campaigns (below).

2. CONSISTENTLY PUBLISH ENGAGING EDUCATIONAL CONTENTBy partnering with SMS, you have the ability to produce consistent educational blog articles,ebooks, guides, and videos that will engage your customers and prospects as well as drive trafficto your website. We recommend posting 2 blog articles each week, 1 product video each month,and 1 premium content offer each quarter. These digital publications will create a foundation fororganic traffic and lead generation that will compound on itself for years to come.

3. GROW ONLINE SALES THROUGH MARKETING AUTOMATIONTo do this, we recommend designing three automated email workflows / drip campaigns.

• Traditional Customer > Web Customer Workflow will guide existing customers who orderthrough traditional channels (phone/fax) through setting up an account and using thewebsite for everyday orders and we will incentive them to do so!

• Marketing Qualified Lead > Sales Qualified Lead will guide an MQL through an awarenessand consideration journey designed to encourage and SQL decision such as "shop the site"or "schedule a consultation".


Why Safety Distributors ShouldDo Inbound Marketing1. THE OLD MARKETING PLAYBOOK IS BROKENThe way customers make buying decisions has changed. Handshakes, cold-calls, and trade showsare increasingly becoming ineffective. Today's buyer shops online and industrial distributors havebeen slow to adapt.

2. COMMUNICATE THE VALUE PROPOSITIONIndustrial distributors are knowledge experts. Being able to effectively communicate that valueproposition across multiple media sources establishes authority and builds trust with prospects.

3. REACH MILLENNIAL AND GEN-X BUYERSMillennials currently make up the largest workforce in America. In order to reach them and earntheir business, safety distributors must meet them on their terms: engagement online.

4. SETUP SALES FOR BETTER SUCCESSThe answer is not investing in a larger sales force. The answer is equipping the current sales forcewith tools to better engage prospects and close more leads using analytics and email workflows.

5. A MEASURABLE ROIIndustrial distributors struggle to measure ROI on traditional marketing efforts. An automatedInbound Campaign provides clarity, insight, and most importantly, measurable results.

6. THE COMPETITION GROWS EVERY DAYInbound marketing levels the playing field by communicating the value of the independentindustrial distributor.


Scope of ServicesPHASE 1: ALIGNMENT (1 MONTH)This first phase of our relationship will involve aligning our marketing team with your goals andobjectives. We will start by understanding your customers and identify a strategy to best reachthem with relevant content offers, blogs, videos, and email workflows. This process includes someupfront commitment on your part to attend meetings, share your thoughts, and collaboratecreatively. This phase sets the foundation for our work to come. It's a critical part of executing aworld-class marketing strategy.

Kick-Off Meeting and Value Proposition Video

Your SMS Digital Producer, Marketing Manager, and Chief Creative Officer will fly to your corporateheadquarters to kick-off your project and help you develop your content marketing strategy. Thistwo day session will include multiple planning meetings and video sessions. We will plan,interview, script, and shoot your video in HD. Additional footage will be used in future videoprojects. These videos will become a very important piece of your marketing strategy.

• Deliverable: 2-min Value Proposition and Positioning Video

• Deliverable: 2017 Content Marketing Strategy

Marketing Persona Development

For inbound marketing to be truly effective you have to know who you are talking to. We'll takewhat you already know, and bring some new insights, then combine them into several buyerpersonas. Buyer personas are fictitious people who represent an ideal client for your company.We'll explore what makes them unique, and then craft all of our content around them.

Develop Keyword and Content Strategy

Each quarter, we will create a content marketing plan that increases your website traffic,generates qualified leads, and generates systematic growth. We will identify keywords that arerelevant and focus our content strategy around them for the best SEO results.


PHASE 2: FOUNDATION (1 MONTH)Once we have identified a clear direction for our personas and content strategy, we will be able towrite, design, and produce remarkable content that generates new leads, engages sleepingcontacts, and nurtures leads until they become new and happy customers.

Premium Content Offer

Each quarter, we will research, write, and publish a new premium content offer designed toengage your primary persona. This content or "lead magnet" will serve as our primary marketingtool for generating MQLs or Marketing Qualified Leads. Examples include: 16-page eBook, Whitepaper, Infographic, Poster, or Video.

Landing Pages and Calls-to-Action (CTAs)

We will design landing pages that will generate leads for your premium offer content as well asyour existing catalogs, brochures, service offers, appointment, or quote requests. These pagesand forms will be designed to capture important lead information to help your sales team closemore opportunities. We will design and implement CTA graphic banners for your website, email,and blog. These CTAs drive traffic to the landing pages where we can collect leads.

Email Template Design

We will custom design email templates that match the brand and help us deliver greatcommunication to our prospects and customers (standard, blog subscription, and customworkflow).

Email Workflow for Leads

Email automation is an incredibly powerful tool! Instead of "blasting" your contacts with stuff thatisn't relevant, automated workflows allow you to enroll contacts in a "journey" that will help themlearn more, become customers, or influence their behaviors. Here are three examples:

• Traditional Customer > Web Customer Workflow will guide existing customers who orderthrough traditional channels (phone/fax) through setting up an account and using thewebsite for everyday orders.

• Marketing Qualified Lead > Sales Qualified Lead will guide an MQL through an awarenessand consideration journey designed to encourage and SQL decision such as "shop the site"or "schedule a consultation".

HubSpot Professional Training & Account Setup

SMS is a HubSpot Partner. We believe it's the best Marketing Automation Software in the world!It's what we use (we've gone through months of training), and we ask our Inbound Clients to use itas well. We'll handle all details of running the HubSpot tool. But we'll also show your team how touse all of the tools, including workflows, list segmentation, landing pages, etc.


PHASE 3: MOMENTUM (ONGOING)This third and final phase is where we launch your marketing campaign, publish content, nurtureleads, and produce results. Inbound marketing usually takes 60-90 days to start seeing anoticeable uptick in traffic and leads, but don't worry! We're in this for the long haul, and we canassure you that growth is coming. During this ongoing phase SMS will be your marketing team andwill be on-call to manage your website and publish content as-needed. We promise to be attentiveand respond quickly to your service requests.

Blog Article Publishing

Each week we will publish one blog article on the topic of your choice. These blog articles will bean integral part of the content strategy.

Creating ongoing fresh content that is interesting to your target audience is a key for inboundmarketing success. There are several ways to do this. Someone on your team can write thecontent and we'll edit it for formatting, tone, and best practices for inbound success and handlepublishing and promoting it.

Alternatively, we can write a blog article that matches your content strategy based on a short,phone interview with one of our Content Specialists. For video posts, you can capture video viayour smart phone or digital camera, and we'll edit the video into a short format clip that workswell for inbound.

Social Media Publishing & Monitoring

We will post something every day. We will develop a social media calendar that matches yourmarketing strategy. Where it makes sense to do so, we will interact with and connect with yourcustomers on your behalf. We will also train your team how to use the HubSpot social tools.

Social Media Advertising Budget

Boosting content on social media is an important aspect of content marketing. These additionaldollars are agreed upon before the start of your social campaigns and are billed in addition toyour retainer fees. SMS recommends allocating 10% of your digital marketing budget toadvertising. This is the most affordable and effective form of advertising dollars in the industry.

Example: In February, we will run 2 Facebook ads for $150/each and 1 LinkedIn ad for $300. We willspend $600 on advertising in February - or 10% of our total digital marketing budget.

Email Marketing

Each month, we will send two emails to your existing contacts asking them to visit the website toshop, buy, or schedule a consultation with your sales team. These emails will follow the bestpractices in email marketing and will be designed to encourage click-through rates and web sales.

Growth Driven Website Design and Support

Our development team will be on-call for website updates and changes, as well as supportquestions and advice. Development projects will be quoted as-needed on a per-project-basis.


WEEKLY, MONTHLY, AND QUARTERLY REPORTINGWe'll provide ongoing strategy and monthly reporting of our progress so you can feel confidentthat things are moving forward. We'll provide this counsel through weekly email updates, andmonthly 1/2 to 1-hour phone call/web-meetings. Each quarter, we'll also spend time helping youanalyze your results and strategize for each next step.

SMS PRIORITY ACCESS AND REDUCED SERVICE RATEAs an SMS Inbound Marketing Client, you have SMS Priority Access! That means you can call usanytime, day or night, and your phone call or email request will get answered ASAP. It means weconsider you part of the "inner circle".

Additionally, SMS Priority Access clients enjoy 20% off SMS services below, and 10% off trade showmedia materials, printed brochures, and marketing collateral.

OPTIONAL ADD-ON SERVICES

SERVICE DESCRIPTION PRICE

On-Page SEO Our content specialists will help you increase theSEO ranking for targeted pages.

$125/page

Additional Email Add an additional email at any time. Minimum5-days notice required.

$150/email

Email Workflow Create an additional email workflow to nurture yourleads (4-6 emails) and automation programming.

$500/workflow

Customer Survey Using's HubSpot's Survey Monkey integration, wewill work with you to create relevant questions tosurvey your customer base each year.

Request Quote

Custom Video Take video on your smart phone and send it to us toedit and upload.

$200/hour

Sales Presentations Create world-class presentations, like the ones weuse, to wow customers and close important deals.

$150/hour

Sales Sheets / Brochures/ Catalog Design

Need help designing industry- or product-specificbrochures and sales sheets?

$85/hour

Custom WebDevelopment Services

Utilize our development team to create customscripts, programs, and features.

$85/hour


| Designed for Medsafe | Safety Marketing Services | 352-593-2145

REQUIREMENTSHubSpot Professional Marketing SoftwareAn integrated solution for professional marketers

$800/month | billed annually | 1,000 Contacts + $50/mo per 1k extra

SMS is a Certified HubSpot Partner. Our team of web developers, managers, and content writersare thoroughly trained and proficient at using this powerful marketing software.

Your InvestmentBelow is the monthly budget we've estimated based on the scope of services outlined earlier inthis proposal. If you have any questions about our pricing or need to increase or decrease thescope of work, please leave a comment and let us know.

DESCRIPTION TIMELINE PRICE

Phase 1: AlignmentWebsite Optimization, Value Proposition Video,Sales Alignment, Kick-Off, and Goal Setting.Invoiced upon agreement.

December 1, 2016 $5,200

On-Site Kick-Off and TravelTravel expenses associated with our onsitekick-off and video production. Invoicedfollowing kick-off meeting.

December 1-2, 2016 $1,600

Phase 2: FoundationMarketing Content Strategy and Development

January 1, 2017 $5,200

HubSpot Pro Marketing Software12 month subscription, invoiced annually.1,000 contacts + $50/mo per extra 1k

January 30, 2017 $9,600

Phase 3: MomentumLaunch marketing campaign! Contentpublishing, promotion, monitoring, and websupport. Daily, weekly, monthly, and quarterlydeliverables, analytics, strategy, and support.$5,200 invoiced monthly.

February 1, 2017---

December 31, 2017

$57,200

Social Media AdvertisingWe recommend allocating 10% of your digitalmarketing budget to boost content onFacebook and LinkedIn. $600 invoiced monthly.

February 1, 2017---

December 31, 2017

$6,600

2017 Digital Marketing Budget TOTAL $85,400

http://www.hubspot.com/products/marketing/professional

Marketing PartnershipDate: November 14, 2016

Between "us", Safety Marketing Services, and "you", Medsafe

You Medsafe, are hiring Safety Marketing Services located at 16228 Flight Path Drive to performmarketing services as outlined in this proposal.

Objectives for this PartnershipIt takes an internal commitment and strategic collaboration to achieve the desired results frominbound marketing.

We will need to work together to produce the content and strategic implementation for our futurecampaigns and website support.

Safety Marketing Services knows the safety industry, but your customer base, and your brand areunique. Please plan to provide us with the following:

• Access to your existing digital assets, website, database, and software packages.

• A consistent point-of-contact (POC) for all campaign activity.

• Plan to attend all scheduled meetings.

• Access to key internal resources for interviews and service training.

Our Evergreen PartnershipThis is a rolling agreement that will auto-renew each month unless cancellation notice is providedin writing at least 60 days in advance.

1.0 Services Rendered1.1 MARKETING CONSULTATIONWe'll meet with you once each month, create strategy documents, and offer email and phoneconsultation. We'll review your analytics and provide recommendations.

1.2 CONTENT MARKETING CALENDARWe'll develop a content marketing calendar for each quarter. This calendar will be provided to youfor review at least one-week prior to the start of the quarter.

1.3 TECHNICAL SUPPORTWe'll offer support relating to your website platform, hosting, marketing and communicationsstrategy, product content, and HubSpot marketing software.

1.4 CHANGES AND REVISIONS


1.4 CHANGES AND REVISIONSWe know from experience that fixed-price contracts are rarely beneficial to you, as they often limityou to your earliest ideas. We don’t want to limit your ability to change your mind or makedecisions later when you might be better informed. The price at the beginning of this contract isbased on the length of time we estimate we’ll need to accomplish everything you’ve told us youwant to achieve, but we’re happy to be flexible. If you want to change your mind or add anythingnew, that won’t be a problem as we’ll provide a separate estimate for to cover the additionalwork.

1.5 ERRORSWe value excellence and we promise to give you our best effort, but we can’t guarantee that ourwork will be 100% error-free (we’re human!) so we can’t be liable to you or any third-party fordamages, including lost profits, lost savings or other incidental, consequential or specialdamages, even if you’ve advised us of them.

2.0 Mutual CooperationWe agree to use our best efforts to fulfill and exceed your expectation on the deliverables listedabove. You agree to aid us in doing so by making available to us needed information pertaining toyour website and to cooperate with us in expediting the work.

3.0 Charges for Services PerformedRequests above and beyond our monthly budget may be considered out-of-scope and anamendment to the budget will be recommended. Projects that go dormant for longer than 45days will incur fee to resume work at the discretion of Safety Marketing Services.

4.0 Terms of Payment

4.1 BILLING SCHEDULEWe’re sure you understand how important it is as a small business that you pay the invoices thatwe send you promptly. We’re also sure you’ll want to maintain a positive working relationship andkeep the project moving forward, so you agree to stick tight to the following payment schedule.

The total budget for this project: $5,200/month

Safety Marketing Services will invoice Medsafe for this monthly fee (reserving the first month'swork) following the execution of this agreement.

4.2 CLIENT AGREEMENT TO PAYYou agree to pay our initial invoice upon receipt which will act as a deposit for the project. In theevent payment is not made within 15 days, Safety Marketing Services will charge a late paymentfee of 1% per month on any overdue and unpaid balance not in dispute, to cover the manpower,interest, and other costs Safety Marketing Services pays for carrying overdue invoices fromMedsafe. In addition, Safety Marketing Services reserves the right to stop work until payment isreceived.


4.3 Collection CostsIn the event that we incur legal fees, costs and disbursements in an effort to collect our invoices, inaddition to interest on the unpaid balance, you agree to reimburse us for these expenses.

5.0 Cancellation of PlansYou have the right to modify, reject, cancel or stop any and all plans or work in process. However,you agree to reimburse us for all costs and expenses we incurred prior to your change ininstructions, and which relate to non-cancelable commitments, and to defend, indemnify andhold us harmless for any liability relating to such action. We agree to use our best efforts tominimize such costs and expenses.

6.0 Responsibilities6.1 SAFETY MARKETING SERVICES'S RESPONSIBILITY FOR RELEASESWe shall obtain releases, licenses, permits or other authorization to use testimonials, copyrightedmaterials, photographs, art work or any other property or rights belonging to third partiesobtained by us for use in performing services for you (If applicable).

6.2 MEDSAFE RESPONSIBILITY FOR RELEASESYou guarantee that all elements of text, images, or other artwork you provide are either owned byyour good selves, or that you have permission to use them.

Then when your final payment has cleared, copyright will be automatically assigned as follows:

You’ll own the visual elements that we create for this project. We’ll give you source files andfinished files and you should keep them somewhere safe as we’re not required to keep a copy. Youown all elements of text, images and data you provided, unless someone else owns them.

We’ll own the unique combination of these elements that constitutes a complete design and we’lllicense that to you, exclusively and in perpetuity for this project only, unless we agree otherwise.We can provide a separate estimate for that.

6.3 CLIENT RESPONSIBILITY FOR ACCURACYYou shall be responsible for the accuracy, completeness and propriety of information concerningyour products and services which you furnish to us verbally or in writing in connection with theperformance of this Agreement.

7.0 ConfidentialitySafety Marketing Services acknowledges its responsibility, both during and after the term of itsappointment, to use all reasonable efforts to preserve the confidentiality of any proprietary orconfidential information or data developed by Safety Marketing Services on behalf of Medsafe ordisclosed by Medsafe to Safety Marketing Services.


8.0 Term and Termination8.1 PERIOD OF AGREEMENT AND NOTICE OF TERMINATIONThis Agreement shall become effective as of November 15, 2016 and shall continue untilterminated by either party upon not less than 60 days’ notice in writing given by either party tothe other.

8.2 TERMINATION FOR CAUSEEither party to this Agreement may terminate the Agreement if the other party defaults in theperformance of any of its material duties and obligations and the default is not cured within thirty(30) days of the receipt of notice of said default, or if the default is not reasonably curable withinsaid period of time, unless the defaulting party commences cure within said period of time anddiligently proceeds to cure the default.

In addition, either party may immediately terminate this Agreement by giving written notice to theother party if the other party is insolvent or has a petition brought by or against it under theinsolvency laws of any jurisdiction, if the other party makes an assignment for the benefit ofcreditors, if a trustee, or similar agent is appointed with respect to any property or business of theother party, or in the case of the Client, if the Client materially breaches its obligations to makepayment pursuant to this Agreement.

8.3 TRANSFER OF MATERIALSUpon termination of this agreement, provided that there is no outstanding indebtedness thenowing by Medsafe to Safety Marketing Services, Safety Marketing Services shall transfer, assignand make available to Medsafe all property and materials in its possession or control belonging toMedsafe. Medsafe agrees to pay for all costs associated with the transfer of materials.

9.0 General Provisions

9.1 GOVERNING LAWThis Agreement shall be governed and construed in accordance with the laws of the State ofFlorida.

9.2 REPRESENTATIONS AND WARRANTIESThe parties each individually represent and warrant that each has full power and authority toenter into this Agreement and to perform all of their obligations hereunder without violating thelegal or equitable rights of any third party.

9.3 ENTIRE AGREEMENTExcept as otherwise set forth or referred to in this Agreement, this Agreement constitutes the soleand entire Agreement and understanding between the parties hereto as to the subject matterhereof, and supersedes all prior discussions, agreements and understandings of every kind andnature between them as to such subject matter.


9.4 SEVERABILITYIf any provision of this Agreement is held to be illegal, invalid, or unenforceable under any presentor future law, then that provision will be fully severable. In such instance, this Agreement will beconstrued and enforced as if the illegal, invalid, or unenforceable provision had never comprised apart of this Agreement, and the remaining provisions of this Agreement will remain in full forceand effect.

Thomas, to accept this contract, click the accept button and sign at the prompt. You willbe emailed a copy for your records.


Let's Do This.1. Please read the agreement on the previous pages to make sure you understand all the

details involved with us working together. It’s really important to us that everything istransparent and understood from the beginning so that we lay a solid foundation for agreat working relationship.

2. If you have any questions at all, please let us know. We’re happy to clarify any points andthere may be some items that we can sort out together. We’re committed to finding thebest way to work together.

3. Once you feel confident about everything and are ready to move forward, please click the'sign here' button below.

4. Sign in the box that pops up to make the acceptance official.

5. Once we receive notification of your acceptance, we’ll contact you shortly to sort out nextsteps and get the project rolling.

6. We’ll email you a separate copy of the signed contract for your records.

7. If you’d like to speak to us by phone, don’t hesitate to call 352-593-2145


Matt JohnsonSafety Marketing Services

Thomas CraftMedsafe

| Designed for Medsafe | Safety Marketing Services | 352-593-2145

About Safety Marketing ServicesSMS was born in the safety industry and has grown to uniquely understand the needs of theindustrial supply chain in a way that other marketing agencies simply cannot.

Because we live and breathe the industry, we believe we can be a powerful resource to helpcompanies grow. Tapping into the ever-changing best practices in B2B marketing, SMS is at theforefront of helping companies match their marketing strategies with the latest technology andmarketing methodologies.

We believe in marketing that manifests purpose, reliability, experience, creativity, excellence,passion, and transparency. Our clients are safety specialists. We exist to help those companiescommunicate that experience in new and creative ways.

Using the proven Inbound Marketing philosophy, we believe our clients will reach more end usersby providing valuable content that educates, while offering real solutions to the needs they arefacing. At the end of the day, there's no secret formula. Reaching your customers is hard work.SMS understands world-class marketing, and our well-equipped team is ready and able to helpcompanies like yours grow and thrive in an ever-changing economy.

We invite you to work with us... We invite you to grow with us!

inbound marketing growth package€¦ · industrial distributors struggle to measure roi on...

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