DIGITAL MARKETING
Inbound Marketing
Vodapath’s approach to Internet Marketing is a systemized process created to ensure the delivery of an accurate experience to the end user. Internet Marketing Campaigns can serve many purposes for a business including: increasing visibility of a company brand, communicating with current customers, presenting valuable information and targeting new prospects and sales.
We, at Vodapath, begin any project by completing the following objectives:
- Understand what our clients do and who their customers are.
- Review and comprehend current communication and marketing channels (Print / Social / Internet / Media / Web).
- Research and Confirm Marketing Media Channels to focus on for message delivery.
- Review current website, traffic and framework for support of an Internet Marketing campaign.
- Identify the target audience to receive the communication.
- Establish the goals, tracking and desired return on investment.
Vodapath’s Internet Marketing Services include:
- Analytics & Conversion Rate Optimization (CRO)
- Call To Action & Landing Pages
- Content, Messaging & Communications
- E-Blast & E-Newsletter
- PRO-Active Managed Internet Marketing
- Pay Per Click (PPC)
- Search Engine Marketing (SEM)
- Search Engine Optimization (SEO)
- Social Media Management & Marketing (SMM)
- Web Design & Custom API Development
- Webmaster
CONTENT, MESSAGING & COMMUNICATION
Internet content writing may be overwhelming for both the company to develop and the website visitor. If Internet content is not presented correctly, it can often drive traffic away. But, with today’s Internet, you are not just writing for the visitor sitting behind the screen, but also for the search engines scanning your site’s content for placement.
Vodapath offers Content Writing and Communication services as part of the Website Development team. This service is focused on learning the message of our clients and correctly communicating to the prospect while maximizing search engine ranking. Development of the proper message is accomplished through interviews, planning sessions and research. Tone, position, terms, word count, reading level, imaging and jargon are some of the aspects applied to content development by Vodapath.
Vodapath has clients with highly innovative products, endless experience and unconceivable knowledge. If you would meet these clients face to face, you would experience their confidence, see their passion or even hold their product in your hand. To deliver that same face to face feeling online is very challenging because you cannot tailor your message as you watch the reactions of the listener. But, with the correct presentation of content through wording and imaging, Vodapath works to deliver your message and communicate that face to face experience.
Vodapath Content Writing and Communications services include:
- Blogging / Discussion Boards
- Call-To-Actions & Landing Pages
- E-Commerce Product Description / Ads
- E-Newsletters / E-Blasting / E-Mail Campaigns
- Facebook / Twitter / Linked In / Pinterest / Google+ / Trumblr / Instagram / Flickr / YouTube
- Marketing Campaigns / Ads
- Pay-Per-Click Advertising
- Reputation Management
- Website Pages and Articles
Vodapath helps our clients with what needs to be communicated clearly with minimum words but also engaging to convert the visitor to a prospect.
INTERNET MARKETING
PRO-Active Internet Management is built on the same foundation as PRO-Active Network Management, but with a web marketing focus. Online campaigns can be very time intensive to provide a continuous quality presentation. Vodapath’s PRO-Active Internet Management is customized to our clients to provide the necessary resources to create, manage and track successful online campaigns. Available in many configurations from part time social media management to a web team handling multiple focus points, all covered under a single monthly fee.
PRO-Active Internet Management services generally work in conjunction with PRO-Active Website Management to add supporting content to websites for social media linking and landing page concepts.
PRO-Active Website Management and PRO-Active Internet Management services are designed to provide our clients with continual support and development services for Websites and all Internet related campaigns. Vodapath will work monthly with our clients to perform a defined set of tasks and services covering:
Digital Marketing or Search Engine Marketing (SEM)
Digital Marketing refers to online marketing, internet marketing or web marketing. Vodapath creates and manages all campaigns based on the Internet Marketing Scope (IMS) to ensure return on investment is within set goals and expectations. This is a continual process that Vodapath monitors and adjusts to insure the highest level of return.
Search Engine Optimization (SEO)
Search Engine Optimization refers to getting a client’s website listed and traffic from the free, organic, editorial or natural search results on search engines. Vodapath creates and manages website and digital marketing campaigns based on the Internet Marketing Scope (IMS) to ensure consistency and trackable results. Vodapath does this through continual content creation, content placement, tagging and continual strategic message delivery across all media channels to improve ranking and value of the client’s website. This is a continual process to monitor, adjust and add new content to insure the highest level of return.
Social Media Management (SMM)
Social Media Management refers to management of the popular sites like: Facebook, Twitter, LinkedIn, Google+, YouTube, Pinterest, Tumblr, Instagram, Vine and flickr. Vodapath works with clients to establish a Social Media Usage Policy for both internal staff and the public community. Once this policy is established, Vodapath breaks all campaigns into two categories as part of the Internet Marketing Scope (IMS):
- Communications and Interaction: Identify how Social Media will be used to communicate and present the company brand through content, public relations, images and communications. With guidelines and procedures in place, Vodapath staff is able to create postings, engage both in a push or pull communication, respond to requests and be socially active with the online prospect.
- Emergency and Dark Page Response: Social Media is real time and requires real time administration. In the event of negative or crisis situations, Vodapath has staff available with extensive experience to quickly address and respond with crisis communications.
Help Desk and User Support
Vodapath’s PRO-Active services include a help desk focused and dedicated to our clients. From quick questions to critical solutions, our help desk is available to assist with any related situation. Built using the same Help Desk framework used to manage entire IT infrastructures, Vodapath Help Desk Portal provides access to staff and follow up based on client Service Level Agreements (SLA).
Help Desk Portal
A great help desk should make life easier by handling tickets to ensure issues are corrected so your staff can focus. Vodapath’s goal is to get Help Desk Tickets to the proper destination for fast resolution to provide an amazing help desk experience. Vodapath’s Help Desk Portal ensures every Help Desk Ticket is assigned to the appropriate technician and escalated when necessary based on the Service Level Agreement (SLA). Graphical dashboards allow monitoring of ticket volume and performance at resolving issues. Help Desk Portal can also notify customers and technicians at different ticket stages to keep everyone in the loop.
Help Desk Portal allows us to:
- Capture every issue and resolution on a ticket
- Manage dispatching and scheduling efficiently to ensure SLA is achieved
- Increase staff utilization on both the client and tech
- Capture all time for accountability or training purposes
- Review and confirm quality of service to ensure highest return on investment
Help Desk Coverage
Vodapath Help Desk coverage is based on your PRO-Active Service Level Agreement (SLA).
Help Desk is available to ALL PRO-Active clients – Monday > Friday – 8:00 AM > 5:00 PM EST. All systems are monitored 24/7 and response outside the default help desk hours are based on your Service Level Agreement. Contact Vodapath for more information.
Content, Messaging and Communication
Vodapath specializes in providing content relevant for the target audience based on the delivery method. Vodapath refers to these delivery methods as media channels. To maximize message delivery and audience acceptance requires a plan and team approach.
Every website, blog, e-blast, post, tag and ad has a specific target audience that requires a different type and level of content to deliver the desired message. Our goals is identify the client’s goals, create a campaign and deliver the message to attain the desired result.
- Quality: Hand-pick writer after reviewing samples, certification and endorsements.
- Scale: Access to more writers to handle large projects.
- Standards: All writers are bound by the PRSA Code of Ethics
- Authorship: Credibility and Google+ Authority for appeal to both readers and search engines
Application Monitoring and Management
Vodapath monitors and manages web applications including infrastructures 24×7 to ensure the shortest downtime and quickest response. Immediate notification of performance degradation or service unavailability is sent to the technical support team to confirm and address the situation.
Hosting
Hosting Support is included with any hosting package provided by Vodapath Technologies. Hosting support is available with commercial hosting applications, like Rackspace, under custom agreements. Vodapath does not include hosting support with shared or outsourced hosting platforms as part of a PRO-Active agreement
Patching
Vodapath will keep all software to the latest stable version (approved software) with any hosting package provided by Vodapath Technologies. This is to insure stability and decrease security vulnerabilities.
Webmaster
The Webmaster’s principle role is to manage all aspects including brand and message across the Internet. This includes providing website administration, planning, budgeting and strategic direction to insure client satisfaction. The Webmaster meets with the client on a regular basis to review analytics, campaigns, projects, online image, goals and objectives related to website and all associated resources provided by Vodapath.
At Vodapath, the webmaster works directly with our clients to develop the Internet Marketing Scope (IMS). This is the foundation, or roadmap, used to build and manage all related services to insure consistency and efficiently, maximizing return. This process has proven to lower costs, organize and increase our client’s return on investment by simply organizing what seems by most as un-organizable.
The webmaster oversees and provides accountability for:
- Design and Development
- Content and Messaging (web / social / ads / reviews / blog)
- Web Analytics
- Social Media Management (SMM)
- Search Engine Optimization (SEO)
- Search Engine Marketing (SEM)
- Mobile Marketing
- E-Commerce
- Pay-Per-Click (PPC)
- Email Marketing
- Internet Marketing Scope (IMS)
- Hosting and Site Performance
See Vodapath Internet Team for more information on staff allocation and responsibilities.
SEARCH ENGINE MARKETING
Inbound Marketing
Search Engine Marketing (SEM) refers to marketing done through the Internet by promotion of websites through ads or campaigns. SEM can increase visibility in search engine results pages (SERPs) through optimization and advertising. SEM can also use SEO for adjusting website content to achieve a higher ranking in search engines. The most common SEM is the use of pay per click (PPC) campaigns on Google, Yahoo, Bing or 3rd party referral sites.
Vodapath’s Internet Marketing Services include:
- Analytics, Conversion Rate Optimization (CRO)
- Call To Action & Landing Pages
- E-Blast & E-Newsletter
- PRO-Active Managed Internet Management
- Pay Per Click (PPC)
- Search Engine Marketing (SEM)
- Search Engine Optimization (SEO)
- Social Media Management & Marketing (SMM)
- Web Design and Content Presentation
Vodapath’s process is to increase traffic using SEM combined with Link Building, Social Media Marketing and Internet Optimization enables success through focus and trackable results. Vodapath works with already placed staff or provides the complete team
SEARCH ENGINE OPTIMIZATION
Inbound Marketing
Search Engine Optimization refers to successfully placing a client’s business, service and product listings on search engines (Google, Bing, Yahoo) under keywords through free, organic, editorial or natural search results. The process, concepts and terminology can sometimes be overwhelming and frustrating to clients in this continually changing industry. But at Vodapath, SEO is just part of the bigger picture called Inbound Marketing. By managing all your inbound traffic together under a single plan removes the confusion and provides a solid management foundation.
Vodapath’s process is to increase traffic using SEO combined with Link Building, Social Media Marketing and Internet Marketing which enables success through focus and trackable results. Vodapath will work with already placed staff or provide the complete team to handle the campaign requirements.
The team and campaign are created through the following phases:
Assessment: The Vodapath assessment process identifies detailed information on who the client is, what they do and who they want to reach. With this information, Vodapath reviews the following items to build a strategy to accomplish the client’s goals:
- Keyword Research
- Competitor Research
- Review Analytics
- Run Ranking, Linking, Crawl and Keyword Count Reports
- Website Audit (Meta Data / Links / Code and Framework / Visual Presentation / Content Presentation and Tone / Usability Study / Duplicate Content / Schema / Sitemap / Robots)
- Social Media Audit (Facebook / Twitter / YouTube / Google+ / LinkedIn / Pinterest / Blogging)
- Website Review Audit (Google / Yahoo / Bing)
- Review any Search Engine Marketing Campaigns (Pay Per Click (PPC) / E-Blasts / Landing Page / 3rd Party Sites)
- Review any Print Campaigns (Paper / Magazine / Mailing / Outdoor / Brochure / Sell Sheets)
- Determine Who Is and How Does the target user use the Internet
SOCIAL MEDIA MARKETING
Social Media has changed the business world forever. Suddenly, marketing a business isn’t just about getting your message out, but also engaging people on an individual level. Many businesses struggle with social media because of the transparency and lack of control, but Vodapath sees social media as a tractable marketing channel.
Social Media Marketing is all about engagement. With communication and trust as your foundation, you can optimize your opportunities to connect with clients and build long-term customer relationships. Today, the customer-business power relationship is skewed toward the customer, with every individual able to publicly voice concerns and attract media attention.
The power to control the brand message has largely been removed from company control. As a result, companies must do their best to keep the conversation positive through participation. A company can’t always avoid a dissatisfied customer; however, by following Social Media Marketing strategies, a company can promote a message that speaks to its customer service successes through attentive awareness and genuine dedication to serving customer’s needs.
Realizing this marketing shift toward the Internet rather than the traditional methods, Vodapath uses Social Media Marketing as a powerful and necessary tool for all brands today. Education and services provided by Vodapath can help a company improve their presence and develop a positive reputation online.