DELTA
DIGITAL MARKETING PACKAGE
CREATED BY: Adeeb Al Madi
CREATED FOR: Jiya
CREATE DATE: 20.03.2024
VALIDITY: 30 Days
WHO WE ARE
KSA
UAE
AUSTRALIA
UNITED KINGDOM
USA
a strategic global alliance of 4 experienced HubSpot Solutions Partners
OUR SOLUTIONS
CREATIVE
CONTENT
CREATION
WEB
SOCIAL
PERFORMANCE MARKETING & SEARCH
HUBSPOT
WEB3 & METAVERSE
PHOTO / VIDEO
BEST�IN-HOUSE TEAM
2021
BEST INTEGRATED DIGITAL MARKETING CAMPAIGN
2017, 2018, 2019, 2022
BEST�USE OF SEARCH
2018, 2019, 2022
MOST INNOVATIVE CAMPAIGN
2021
BEST USE OF SOCIAL MEDIA IN SEARCH 2019
BEST
LOCAL CAMPAIGN
2021
BEST
PPC CAMPAIGN
2021
WEB AWARDS 2022
AWARDS WINS
OUR CLIENTS
DELTA Coatings, est 2003, is an independent polyurea and polyurethane coatings system house located in United Arab Emirates. Catering to OEM, Private Labeling and applicators throughout the world including EU countries with its REACH approvals. They have manufactured best-in-class Polyurea, Polyurethane and Polyaspartic solutions for clients across the MENA region and around the world.
Their aim is to leverage integrated digital marketing services to boost their brand's online presence and visibility, as well as to attract new, qualified sales leads from their target audience.
Additionally, they are exploring ways to enhance their social media presence and visibility by utilizing their social media platforms.
Finally, they are looking to develop a content and SEO strategy to drive more traffic to their website, increase user engagement time, boost unique sessions, and decrease bounce rates.
As digital marketing specialists, we implement a meticulously structured strategic approach that incorporates industry-leading practices and extensive practical expertise to create effective digital marketing tactics for our clients.
( OVERVIEW & BRIEF)
PROJECT BRIEF
RECOMMENDED SOLUTIONS FOR DELTA
CREATIVE
CONTENT
CREATION
WEB
SOCIAL
PERFORMANCE MARKETING & SEARCH
HUBSPOT
WEB3 & METAVERSE
PHOTO / VIDEO
Based on our conversation, we believe the following services would apply:
OUR APPROACH
FULLY INTEGRATED APPROACH
NEXA recommends a fully integrated approach to your marketing and sales strategy that encompasses all aspects of brand awareness, lead generation and lead management as well as customer feedback and referral rates.
Without an integrated approach, the maximisation of revenue opportunities will be compromised.
INTEGRATED
DIGITAL�STRATEGY
SALES &�MARKETING�ALIGNMENT
SCALE &�GROWTH
Website
Content
CRM
Data
Capture
Sales
Strategy
Lead
Generation
Data & Tracking
Lead Scoring
Organic
& Paid Strategy
Marketing�Automation & Nurturing
Engagement Triggers
Social
Content
Net Promoter Score
Customer�Feedback
Conversion Optimisation
Sales Triggers
Referral Strategy
Onboarding & Comms Strategy
Phase 1
Social Media
NEXA will use eye-catching visuals, video content, and a strong brand identity to showcase the advantages of using the FMSi rather than others.
Throughout this proposal we have broken down the process and implementation that we recommend for Delta into phases.
Phase based proposal
FULLY INTEGRATED APPROACH
Phase 2
SEO
Building the brand presence and visibility online.
Phase 3
Lead Generation Campaigns.
Project by project campaigns to generation leads for the sales team.
PHASE - 1 SOCIAL MEDIA
SOCIAL MEDIA PLANNING
1
2
3
4
Our social media process begins with an immersion phase, where our team has the opportunity to gather information and insights from key individuals within your organization.
During this session, we cover a range of topics to gain a deeper understanding of your business and to develop an effective strategy moving forward. This is an important step in our journey as it allows us to better understand your needs and objectives, and to tailor our approach accordingly.
Immersion Session
Identifying and analyzing your competitors on social media is crucial in order to understand their strengths and weaknesses. This information can be used to identify potential quick-wins as well as longer-term opportunities, and to benchmark your own performance on social media.
By measuring KPIs against those of your competitors, you can gain insights into your own social media performance and make informed decisions to improve it.
Competitor Analysis
Individual persona profiles will be developed for your business.
After thoroughly identifying your current and potential customers, we can proceed with creating a strategy for our platform, content, and advertising.
Persona Profiling
Having a clear and consistent tone of voice for your business on social media is crucial for success. While your overall corporate tone should remain the same, the specific tone you use in interactions with customers may vary depending on the situation and the platform being used.
This is what gives your communication a unique flavor.
Tone of Voice
We determine what needs to be achieved with your social media presence. This can include increasing brand awareness, driving website traffic, generating leads, or improving customer engagement.
1. Define Goals
We analyze your current social media presence and identify what is working well and what can be improved.
2. Conduct a Social Media Audit
Based on your goals and target audience, we will select the most appropriate social media platforms for your business.
3. Choose Platforms
We plan and create a calendar for publishing engaging and relevant content that aligns with your business goals.
4. Develop a Content Strategy
We create and publish a variety of content, including text, images, videos, and live streams, that aligns with your content strategy and goals.
5. Create and Publish Content
Community management is the key here to build relationships with your followers.
6. Engage with Your Audience
By using analytics tools we can track the performance of your social media efforts and determine what is working well and what needs to be worked on.
7. Measure and Analyze Results
Based on the results and insights, from the reports we refine and adjust your social media strategy to ensure it remains effective and relevant.
8. Continuously Refine Your Strategy
SOCIAL MEDIA PROCESS
Social Media Activity - Content Creation
NEXA is unique in that we have a full in-house content production team supporting our clients. We focus on the following day-to-day activities:
Social Advertising
To generate tangible revenue from social media, it is crucial to comprehend your customer profiles and possess the ability to target them through social advertising.
This, in combination with high-quality and captivating creatives, is a potent recipe for businesses seeking to acquire new clients from social media.
The team at NEXA regularly conduct campaigns that prioritize revenue metrics, such as the number of bookings, over engagement metrics like page likes or post likes.
Calendar Creation
Despite the interactive and real-time nature of social media, it's essential to create a social media calendar to achieve predetermined goals. This will allow you to review our proposed plan for your social media accounts, which includes objectives and projected outcomes. Accordingly, our company's services will comprise of:
PHASE 2 - SEO
Marketing Qualified Leads
Organic
Search Traffic
Sales
Qualified Leads
SEO - QUALIFIED TOP-MIDDLE OF FUNNEL TRAFFIC
1
2
3
SEO plays an integral role in the lead generation and conversion process and can influence overall success for a website.
It's therefore important to understand the role that SEO plays in this process and by ensuring that your business is visible when your customers or prospects are searching for your offering, you'll be generating cost effective traffic that is more sustainable than paid advertising such as Google Adwords and Social Media traffic that provides a costly one-time visitor to your website.
That's why we focus on creating click-worthy content as part of our approach and we'll explain more within this proposal.
The ultimate goal of search engine optimisation for a business is to rank higher on search engines such as Google than your competitors. It's that simple. What gets you there is less simple but can be summarised in 2 simple points:
If you have a superior website from a technical perspective and have volumes of higher quality content than your competitors, you will outrank them.
If your website outranks competitor websites, the benefits are huge:
THE TRUTH ABOUT SEO & OUTRANKING COMPETITORS
01
02
The quality and volume of content contained within your website.
The technical quality of your website.
You'll get more traffic to
your website than they will
You'll receive more conversions / leads
You build a tangible value to your business. SEO is an asset that has a value
THE PROCESS EXPLAINED
One on one session with the organisation and the NEXA team to help understand the business better - objectives and goals
1. Immersion Session
Designing content with search engine in mind - adding keywords and potential topics to the list of searches to bring in traffic
2. SEO and Keywords
Audit on the current content by the team and analysing the gaps and optimising it with SEO team
3. Content Gap Analysis
Creation of new content clusters, repurposed content and pillar pages focusing on specific keywords
4. Content Clusters
Creation of quarterly plan based on objectives - to include how to target the B2B sector with already existing content and new content
5. Quarterly Plan
Explaining overarching content strategy, how we will use existing content and also create new content to reach our target market
6. Content Workshop
Developing new blogs, sharing repurposed content along with content suggestions - infographic, videos, animations, podcast etc
7. Production
Analysis to see what content is driving the most organic traffic which drives the content plan for month 3-6 in line with Vari’s goals
8. Reporting
PHASE 1�MONTH 1
PHASE 3 MONTHS�2 - 12
PHASE 2 MONTHS�2 - 3
THE PROJECT PLAN - 3 PHASE APPROACH
We recommend the following approach:
Launch an advanced audit with the outcomes focused on (a) identifying the technical improvements required on your website, (b) identifying your key competitors and understanding your true Search Visibility measurement, (c) identifying the content topics that will provide real impact for your business and (d) creating an implementation strategy for roll-out.
During this stage, we'll also identify the copy writing processes and tone of voice required of the content that will need to be created for your business.
Throughout the engagement, our team will provide you with regular reports that focus on the key metrics of Search Engine Visibility, Volume of Traffic and the equivalent value of the traffic that we drive to your website through our activity.
A continuous stream of ongoing SEO activity that includes frequent backlink audits and disavowing of rogue backlinks, additional backlink creation including Digital PR links, Wikipedia submissions and content creation & optimisation
INITIAL TECHNICAL AUDIT / WEBSITE HEALTH CHECK
Our 19 point check list has been designed to ensure that your website is tested for every important aspect that can impact its position on Google. Post audit, our team will provide you and your development team with a list of recommendations that will need to be implemented. Our experts will support your development team throughout the process so that the implementation of our recommendations is smooth and ecient. If you’d prefer for our team to make the required changes to your website, we can provide a estimate of this once the audit is complete.
1
DA & PA Check
2
Site performance (Website speed)
3
Device Performance
4
Backlinks
5
Indexed URL Status
6
Black Hat SEO (check)
7
XML sitemap
8
Robots.txt
9
HTTP status codes
10
Error pages
URL Structure
Canonicalization
Meta Titles
11
12
13
Meta Description
14
Headings
15
Business Listing Analysis
16
SERP Analysis
17
Schema
18
Mobile Performance
19
Title Tags
Internal Links
Description & Various Meta Tags
Image Optimisation
Heading Optimisation
Domain Authority Check
Page Authority Check
Quarterly Profile Cleans
Brand Citation
Competitors
Outreach Campaigns
Local Portals
International Portals
Premium Press Release
QA Sites
Relevant Comments
SEARCH
VISIBILITY
SEO STRATEGY
ON-PAGE�SEO
TECHNICAL
SEO
ONGOING TECHNICAL SEO STRATEGY
Crawlability
Indexation
Page Speed
URL Duplication & Canonicalization
Full Technical Audit
PHASE 3
(SEM)GOOGLE ADS CAMPAIGNS
The role of Search Engine Marketing through channels such as Google is important for businesses looking to convert audiences searching for a product or service into paying customers.
Despite coming at a more premium cost than most social media campaigns, running search ads makes your business visible at the very precise moment that prospects are searching for a product or service that your business provides.
Bottom of Funnel Marketing
Unlike most social media advertising, search focused campaigns are designed to target ready-to-purchase prospects at the exact moment that they are (re)searching vendors for a potential product or service.
The ability to target prospects at the bottom of funnel stage, allows your business to engage with prospects at the buying stage of the purchasing process.
OUR APPROACH
Prospect
Social Media Campaigns
Google Campaigns
Display / Banner Campaigns
Customer
The Strategic Implementation of the Funnel with Search Engine Marketing
As the diagram above highlights, the sales and marketing funnel plays an important role when aligned to the mindset of a purchaser or decision maker and the visibility of your brand at the right (and to the right person) can make the difference between a lead being generated or a sale being made versus no action.
It's important to understand though, that the funnel needs to be customised for every business. The example on the right shows an adapted funnel that takes into account website traffic drivers (social and display marketing) that is then used to within retargeting campaigns to drive conversion.
OUR APPROACH
Prospect
Social Media Campaigns
Google Campaigns
Display / Banner Campaigns
Customer
Retargeting
Website Traffic
Traffic Drivers
Make no mistake, Search Engine Marketing is a results business, and for over 18 years, our team has worked on almost every industry with over 1,000 clients perfecting our approach. This doesn't mean that we know just how to create great ads and campaigns, but we also have a deeper understanding of (a) buyer mindset, (b) user experience and user journeys; and (c) how to create high-performing landing pages and nurturing campaigns for maximum effectiveness.
Buyer Mindset
Creating ad campaigns based on a business' understanding of a user journey can be effective but in our experience, creating a campaign strategy that is aligned to a customer mindset often yields stronger results.
We use classical frameworks such as ZMOT (Zero Moment of Truth) and different buyer mindset models to help us understanding the process that your target audience follows when making a purchasing decision. This allows us to create a media plan and conversion strategy that is fully customised for your business.
A RESULTS-FIRST APPROACH TO SEARCH MARKETING
Landing Pages, Creatives & Copywriting
The quality of a Landing Page can make or break the effectiveness of a campaign, so it's important that you work with an organisation that knows the difference between the two.
Our in-house development team can work with any platform (although we do have a preference for HubSpot) to create a landing page and integrate this within the campaign and your company's CRM. This allows us to understand the impact of the landing page, measuring its effectiveness with a view towards continuous improvement.
It's also vital to use a consistent theme (design and messaging) throughout your campaign and our design team work closely with your development team to ensure that the advertising creatives used to generate awareness have a clear and consistent theme in line with your landing pages.
Highly Personalised Nurturing & Follow-ups
It's unlikely that your audience will become a customer after seeing just one ad or one landing page. It's therefore important that a clear follow up or nurturing strategy is in place so that different scenarios are catered for. This approach will maximise conversion possibilities and may also reduce the length of your sales cycle.
At NEXA, we incorporate a combination of automated email nurturing, retargeting campaigns and revisit triggers that create customized actions, driven by the behavior of each individual prospect.
A RESULTS-FIRST APPROACH TO SEARCH MARKETING
With an ever-expanding plethora of search engine marketing options available, it's important to understand the different options available to your business.
The summary below breaks down each option in more details:
GOOGLE ADVERTISING OPTIONS
AD TYPE | HOW IT’S USED |
Search campaigns Text ads on search results | Search campaigns let you reach people while they’re searching on Google for the products and services you offer. It's great for driving sales, leads, or traffic to your website, as you can show your ads to customers actively searching for your products and services. |
Display campaigns Image ads on websites | Display Campaigns let you reach people with visually engaging ads as they browse across millions of websites and apps. Display is a great way to expand the reach of your Search campaigns to other parts of the web. Display also allows you to follow up with retargeting ads to new and existing customers. |
Video campaigns Video ads on YouTube | Video Campaigns let you show video ads on YouTube and other websites. Some Video campaign types can help you boost general awareness of your brand. Others are designed to drive conversions or get people to shop on your website. |
Shopping campaigns Product listings on Google | Shopping Campaigns are ideal if you’re a retailer looking to sell your product inventory. Shopping ads appear on search results and the Google Shopping tab. Store owners can also use local inventory ads to promote products available at your physical locations. |
App campaigns Promote your app on many channels | App Campaigns help you find new app users and increase sales within your app. This campaign type uses info from your app to automatically optimize ads across Search, Play, YouTube, Discover, and over 3 million sites and apps. |
Local campaigns Promote locations on many channels | Local Campaigns help you bring people to your physical stores and venues. Your ads will be automatically optimized to appear across Search, Display, Google Maps, and YouTube. |
It's important to note the the complexity of setup and ongoing management differs with the type of advert used by your business. For example, the setup of Shopping Ads requires deeper website integration in order to showcase and promote live products and inventory within Google's search ecosystem.
SEARCH ENGINE CAMPAIGN TYPES - GOOGLE SEARCH ADS
Type of ads:
Type of ad assets:
THE RELATIONSHIP BETWEEN (SEM) GOOGLE ADS & SEO
SEO and PPC are two essential strategies that businesses can use to improve their online visibility and drive traffic to their website.
SEO involves optimizing a website's content and structure to improve organic search engine rankings, while PPC or SEM and drive immediate traffic / results.
Combining these two strategies can help businesses drive traffic to their website in the short-term while also investing in long-term SEO efforts to improve search engine rankings and generate more leads and sales.
REPORTING
Why?
Each of these areas has different goals and objectives, and therefore requires a different set of metrics to measure success.
Social:
Reach, Engagement Rate, Follower Growth, Website Clicks, Job Titles & Industries, Interest & Demographics, Brand Sentiment
SEM (Google Ads):
Click Through Rate, Cost Per Click, Conversion Rate, Cost Per Lead
SEO:
Keyword Ranking, Organic Traffic, Backlinks, Domain Authority
We will work with you to create separate KPIs For SEO, Social & Performance Marketing
WHAT WILL WE MEASURE?
With so many different ranking factors influencing how well a website ranks on the different search engines, it's important to use the best research, analysis and technical tools that help us to provide live insights and real-time data.
NEXA invests over $100,000 a year in enterprise level tools that will be used to measure and analyse the performance of your website on search engines and use this data to justify our approach and methodologies.
In addition to this list of tools on the right, we'll also introduce additional tools if the team believes that additional research and insights are required based on user experience / user journeys that impact SEO, lead generation of revenue-based performance issues.
TOOLS & INTELLIGENCE
Looker Studio is a web-based tool that allows you to create interactive dashboards and reports from various data sources, including Google Analytics, Google ads, social media and others.
Rather than relying on monthly reports that present historical and often outdated information, our team will create a live reporting dashboard that allows you to see how your website is performing in real time.
This allows you to not only understand live performance but also adjust strategies for immediate impact.
We will work with you to create key performance indicators such as:
LIVE REPORTING DASHBOARDS
TEAM STRUCTURE
THE TEAM FOR PROACTIVE SWIMMING
Jamy-Lee Mansfield�Senior Copywriter
Marina�Head Of Performance
Gary
Head of Client Strategy
Areen Gaith�Copywriter
Creative team (10)
Hina�Digital Account Manager
Anosh Pasha�Performance Marketing Specialist
Nikhil Das�SEO Team Lead
Sarah Tarek�SEO Specialist
Dimple
Social Media Account Manager
Minali�Website Project Manager
Web Design & Development Team (8)
Bernard�Graphic Designer/ Animator
CASE STUDIES
CASE STUDY
Social Media
CLIENT:
SECTOR: MEDICAL
COMPANY PROFILE
The American Heart Association, a voluntary health organization that leads the world in combating cardiovascular disease, is committed to preventing heart disease and stroke, which are the top two causes of death globally.
Through collaboration with millions of volunteers, they raise funds for groundbreaking research, advocate for more robust public health policies, and offer vital resources and information to help prevent and manage these conditions.
BACKGROUND STORY
The American Heart Association contacted NEXA from their US office looking for help and strategy for their presence in the Middle East region. The primary challenge facing them was their very niche B2B client base in selling solutions to hospitals that ensure survival rates for cardiac and stroke patients.
AHA did not have a large or impactful digital footprint, and NEXA was tasked with building out a digital strategy. We addressed this by first creating a regionalised website, and then launching social media.
HubSpot was also implemented in order to consolidate AHA’s systems and to work on lead-generation campaigns. NEXA continues to provide AHA with ongoing strategic support and services.
SCOPE OF WORK
Invisalign, a wire-free solution for teeth straightening, sought to expand its business in the GCC region, and approached NEXA in 2018 for a growth-oriented campaign. NEXA devised a B2B strategy to target dental and medical professionals and encourage them to become Invisalign-certified consultants or specialists. The campaign involved using social media and search campaigns to create B2B landing pages in English and Arabic and inviting professionals to a free seminar where the Invisalign team presented the benefits of certification. The aim was to generate qualified B2B leads and maintain consistent messaging using social media community management and content creation.
CASE STUDY
Performance Marketing
BACKGROUND STORY
OBJECTIVES
CHALLENGES
SOLUTIONS
RESULTS
Generate qualified leads for
CLIENT:
SECTOR: B2B - MEDICAL
2,945
$1,500
Total leads to date
certification fee per dentist
$1.2+
million per year Potential revenue from certification
$11+
million Potential industry revenue based on 2 treatments within the first year of certification
$7,000
minimum treatment cost
Click HERE to view more case studies
Allianz Travel offers international travel insurance. One of its greatest lead generation challenges is the highly competitive industry. Allianz Travel partnered with NEXA to overcome this and increase UAE-targeted online purchases of various travel insurance products, including Schengen, Global, UAE Inbound Product, Annual Multi-trip, and Haj & Umrah. NEXA worked on Google search for the company and created bidding to target cost-per-action, a Google Smart Bidding strategy, which sets bids to increase conversions at or below the target cost-per-action.
NEXA then placed bidding on high search volume keywords, optimising campaigns using negative keywords and creating ad assets based on the targeted keywords. The goal was to build audiences based on the target market and by using best-practice landing pages we achieved a high site-conversion rate.
From April to July 2021, the client received 1,670 online insurance purchases. In monetary value, the client received a total conversion value of AED 443.41K, an exceptional 366% return on investment.
CASE STUDY
Performance Marketing
BACKGROUND STORY
OBJECTIVES
CHALLENGES
SOLUTIONS
RESULTS
Increase UAE-targeted online purchase of various travel insurance products like Schengen, Global, UAE Inbound Product, Annual Multi-trip, and Haj & Umrah.
CLIENT:
SECTOR: B2C - TRAVEL INSURANCE
12.10%
1670
plus conversion rate
online insurance purchases
AED 95K
spend
AED 443.41K
total conversion
value generated
366%
ROI
TESTIMONIALS
CLIENT TESTIMONIAL - TOSHIBA
I have been working with the NEXA team for 1 year and my experience was great. They are extremely knowledgeable and reliable. They took extra effort in customizing the HubSpot account based on our requirement.
Highly appreciate all the great work done and look forward to a successful & long term partnership.
When we partnered with NEXA, we expected a 6 month campaign that would help us try to reach our goals. However, NEXA managed to exceed all our expectations and delivered exceptional results in just 4 months.
The team made everything feel effortless, even when it was certainly a stressful campaign. We look forward to partnering with NEXA in the future as new developments roll out.
CLIENT TESTIMONIAL - LIV MARINA
Since NEXA has taken over the optimization of the Rove Hotels website, we’ve not only seen an increase in qualified traffic but also an increase in conversions. The NEXA team also worked closely with our in-house team during the transition to a new website, which can often be a tricky exercise.
Thanks to the team, the transition was incredibly smooth and within a few weeks, we noticed even higher search traffic coming onto the website.
Overall we find the team very responsive and senior management actively involved in the process.
CLIENT TESTIMONIAL - ROVE HOTELS
COMMERCIAL PROPOSAL
STARTER PACKAGE
Social Media Management - Monthly |
Social Media Management - Platforms: Facebook & Instagram - Content Calendar Creation: 10 posts & 5 Reels with English Copy Writing - Content boosting for awareness and engagement - Community management - Photography / Videography Shoot (Once every 2 Months) SEM - Platforms: Google Adwords & Display Network - English Ad headlines & Description SEO - 20 hours of technical SEO Monthly Reporting across all services |
SERVICE | PRICE | QTY | SUBTOTAL |
Onboarding Process | AED 5,000 | 1 | AED 5,000 |
2nd Month onwards | AED 18,000.00 | 6 | AED 108,000 |
* Plus Ad Budget - Paid directly to 3rd party platforms
THANK YOU