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DIGITAL MARKETING AUDIT
The underlying intent of digital marketing is
pure: use technology to design a more
compelling, personally relevant experience that
leads to a lasting customer relationship.
Creative Frequencies
DigitalLevers
PLANTING THE SEEDS:
DIGITAL MARKETING IS YOUR AGENT OF CHANGE
Today, it will come as no surprise that there is a consumer growth run-rate of 33% of those attending
meditation/yoga classes’ year after year. (See Addendum 1 research).
The unique recognition of gaps between what people are looking for and what they want when attending
classes is an opportunity for Creative Frequencies growth.
There is a lack of awareness locally that Creative Frequencies classes are available and what they do. The
predominant understanding is that yoga is the only available method of meditation healing.
Many residents are not aware there are
alternatives that are not as physically
demanding.
Creative Frequencies provides an
alternative where one can lie on a
cushion, only exercising their ears, which
is decidedly more appropriate for their
healing needs than stretching into the
downward dog pose.
Digital marketing is the most powerful
agent of change available for you to plant
Creative Frequencies seeds of awareness.
CREATIVE FREQUENCIES
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Creative Frequencies
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CONTENT STRATEGY:
COMMUNITY, EMPATHY, AND COMPASSION
Creative Frequencies has an advantage, its pure focus on meditation healing and creativity has a strong
message of empathy to the community.
"Sound enters the healing equation from several directions: It may alter
cellular functions through energetic effects; it may entrain biological systems
to function more homeostatically; it may calm the mind and therefore the
body; or it may have emotional effects, which influence neurotransmitters
and neuropeptides, which in turn help to regulate the immune system--the
healer within."
Mitchell Gaynor, M.D. a New York oncologist and Clinical Professor of Medicine at
Weill Medical College of Cornell University
People who have tried sound healing say they like it because it is noninvasive and relaxing. The healers
include medical doctors, academics and people with no medical or scientific background at all. What they
have in common is a belief in the potency of sound to not only promote relaxation but relieve ailments, from
common aches and pains to the anxiety that accompanies chemotherapy.
Empathy can be a huge part of your content outreach to the community.
BELOW EXAMINES THE INTERSECTION OF DIGITAL MARKETING TACTICS AND THE
CUSTOMER DECISION JOURNEY.
I HAVE COLOR CODED RED FOR THOSE TOPICS THAT NEED URGENT ATTENTION.
THE CUSTOMER DECISION JOURNEY
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THE WEBSITE:
REVIEW
KUDOS! Your use of the content management ecosystem WIX provides a robust, responsive site that is
adaptable to any device. When comparing Creative Frequencies Facebook to the Website pages, your
graphic identity (logo, header) varies from Facebook to Website. In general, I would suggest you sync them
up a bit closer so that there is a distinctive visual continuity across all your present and future digital
properties.
Email Sign Up - Nice pop-up on your website! I would suggest an “Enticement Sign-Up” by offering
something free. Ideas such as, “Bring a Friend for Free” Coupon or a “Healings Month” screen saver for
their devices that they can download once the sign-up. You can create from WIX an auto-reply that has an
attachment…your art of course
YouTube Video - I love your YouTube of flow painting… very cool!
Meet-Up has price elasticity (have you tested a Meet-Up beginner
Coupon). See https://www.meetup.com/Taoist-Tai-Chi-inBedminster/
Add a gift Pop-up ASAP, see image on the left. – Tis the
season!
Content, content, content – Your Facebook commitment to sound
/creative / healing science is awesome, but I would suggest that you
also add more content to your website that is text.
Something to inspire http://soundmeditation.com/recommended-websites/
FAQs – You need an FAQ page. How to register. WIX Blog does a good job describing why. This
could be where you describe the science of sound healing. see https://www.wix.com/blog/2015/06/thepower-of-an-effective-faq-page/
Text Bots - Texting is very personal and timely, please consider adding a text bot to WIX.
https://www.wix.com/app-market/chatbot-and-livechat/overview
Favicons - Favicons are one of those little things that we usually don’t pay too much attention to, but the
truth is that far from being insignificant, they are a significant part of the web, both from a user interface
perspective and a branding point-of-view.
1 Thing! / No text in top half - When customers arrive at your site they should instantly have a clear
understanding of who you are and what you do. Your home page photo says it all! The “Register Now”
supports the 1 Thing even more! I would suggest adding somewhere in your home page the benefits or
USP (unique selling proposition) ie a value proposition of “Creative, Healing of the Mind, Body, Spirit
and Relationships.” in the top half of your home page.
CREATIVE FREQUENCIES
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Creative Frequencies
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SEARCH ENGINE MARKETING:
ASSESSMENT
ORGANIC SEARCH
Organic fundamentals based on Keywords and Links. To learn more background, please review
https://www.digitallevers.com/sem
KEYWORD STRATEGIES
There is a need to rely on “User Intent,” and understanding the thinking of your customer. When your
customers search, they have questions that need answers. The general question behind the keyword is what
we refer to as “user intent.” User intent is typical to “inform” (get more information on something) or to
“schedule,” or “support the purchase.”
A long-tail keyword is a search term that is four or more words. Interestingly enough, 51% of all search
queries contain four or more words, which means long-tail keywords are enormously important for SEO
keyword strategies.
Longtail - HEALING,
CRYSTALS,
The page by page WIX organic Key Word setting
can be used simply or have a “Longtail”
implementation strategy. There are three search
categories for Creative Frequencies.
We need to discuss. It is about where you are
and where you want to be.
Class Type - ie
MEDITATION,
YOGA,
CLASSES
Location - ANNANDALE
NJ
1. Sound, - Frequencies, - Healing, -Crystal Essential Oils,
2. combined with - Meditation, Yoga, Classes,
3. and location-based - Annandale NJ and others.
There are many variants that we should talk about.
Once the search goals are clear, I would recommend more content that is text focusing on the keywords.
We should talk a little bit more about this.
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SEARCH ENGINE MARKETING:
ASSESSMENT (CONTINUED)
LINK BUILDING
A process of acquiring hyperlinks from other websites to your own. Search engines use links to crawl the
web; they will crawl the links between the individual pages on your
website, and they will crawl the links between entire websites. There are
many techniques for building links. If you can master the art of building
high-quality links, you have built a long-term asset into your website.
I recommend blog domains within the local press, meditation world, and
others. On a regular basis, please post to
http://myevent.nj.com/web/event.php
Presently you have two backlinks: Hacketstownlife.com which impact is
negligible and your sub-listing on NJ.com http://www.nj.com/hunterdon-countydemocrat/index.ssf/2017/08/studio_in_clinton_to_offer_free_health_and_fitness.html
Your Backlinks are limited. Ideally, your social media and press will help to develop more.
PAY PER CLICK (PPC)
PPC advertising platforms and channels include search, remarketing, and
display ads on Google AdWords, BingAd, Facebook Ads, Yahoo! Gemini,
Twitter Ads, and LinkedIn Ads.
For example, ranking above local meditation listings? Like “Annandale
NJ Meditation Classes”. You rank correctly if an individual is looking for
a “Hunterdon NJ healing meditation class”; however, you do not rank if
you interchange “Hunterdon with Annandale NJ.”
I suggest eventually: a “Keep It Simple” Organic WIX and Adwords Plan to address a systematic
keyword matrix strategy that applies to both Organic and Google AdWords PPC campaign to
address these search awareness deficits.
CREATIVE FREQUENCIES
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SOCIAL MEDIA
COMMUNITY CONNECTIONS
While socia l me dia ca n be a gr ea t wa y t o rea ch ou t to th e
co mmu nit y, it ca n a lso g et pr etty ov erwh elmi ng, a n d mor e
oft en tha n not, sma ll bu si ne sse s t en d to giv e u p o n so cia l
me dia be ca u se t he y fe el t ha t the y a re not getti ng t he r e su lts
they ha d hop ed . Suc c e ss c an o nly o c c ur if yo u stic k to a
we ll- de fine d pla n an d c ala nde r.
Pre se ntly I ca n se e tha t y ou pla n t o pro vid e Fa c eb ook cla ss
sc he du le s a nd ra n do m h ea ling wit h sou nd su p portin g
informa tio n. A g re at str ate g y that is no t o ve r whe lmi ng .
INSTAGRAM g re at jo b! Ke e p po sting tho se pho to s!
FACEBOOK pages that you should join and follow:
https://www.facebook.com/HunterdonHealthcare/
https://www.facebook.com/HunterdonCountyNJ
https://www.facebook.com/HunterdonCountyLibrary/
https://www.Facebook.com/Clinton
https://www.facebook.com/LebanonTownshipMuseumHistoricalSociety/
https://www.facebook.com/TewksburyNJcommunity/
https://www.facebook.com/califonboro/
https://www.facebook.com/groups/-/
https://www.facebook.com/healthandwellnesscenters
AS AP ma ke sure yo ur po sting c lasse s too
http s:// www. fa c eb ook .c om /Fle mi ngt onNjEv entCa l en da r/
TWITTER see ms to be a sig nific ant missing
a tac tic that yo u sho uld c o nside r.
See m y Twitt er su g ge stio n s:
http s://t witter.c om/Hu nt erdo nHa pp? la ng= e n
http s://t witter.c om/ hu nter don cty nj? la ng= e n
http s://t witter.c om/ clint on nj? la ng= en
http s://t witter.c om/ clint on well
http s://t witter.c om/Hu nt erdo nRe vie w
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SOCIAL MEDIA:
COMMUNITY CONNECTIONS (continued)
PINTEREST - Join Pinterest and let
people find you. This means a
beautiful and engaging Pin should link
to a beautiful and engaging web page.
Pinni ng i s la rg el y a solita ry a ctivit y. I
look a t Pint ere st lik e a ca su a l
(typica lly ta blet ba sed vi su a l
bro wsi ng, it is not int en siv e sea rc h.
Pinn ers a re c olle ctin g for t he m sel ve s
– wha t int ere st s th em , wha t th ey wa nt
to try. M o st Pi nn ers a re wom en who do not pa rticu la rly ca re i f a nyon e foll o ws th em,
sa ve s t heir Pin s, or cli ck s o n a Pin to visit a web site .
As a re su lt, ther e i s li mite d work tha t ma y yi eld so m e ni ce r e su lts. Noti c e wha t a
sim pl e lo ok u p rev ea led i n wh en I ent ere d sou nd h ea ling NJ
http s:// www. pint ere st. co m/ sea rc h/pi ns/? q= sou n d%2 0 hea ling %2 0 nj&rs= ty pe d&t er m_ m
eta []= sou nd %7 Ctype d &ter m_ m eta []= hea ling %7 Ctype d &ter m_ meta []= nj%7 Cty pe d
YELP - Join YELP!
https://www.yelp.com/signup
Yelp, th e co mpa n y reli es on
cro wd sou rci ng for rev ie ws a nd u ser
reco m me nda tio n s, a nd i s mo st
clo sel y a sso cia te d with din ers a n d
loca l ea t erie s. It mig ht su rpri se you ,
thou gh, t o fin d ou t tha t Yel p's
bigg e st ca t egor y i s n ot re sta u ra nts,
it is sh op pin g! In fa ct, wit h o ver 2 0 ca teg orie s of bu si ne sse s a n d servi ce s, Yel p i s a
grea t pla t for m n ea rly a ny co mpa n y to find a nd en ga ge cu sto m e rs.
CREATIVE FREQUENCIES
DIGITAL MARKETING AUDIT
Creative Frequencies
DigitalLevers
PUBLIC RELATIONS:
DIGITAL MARKETING
You do not n ee d a fu ll -fle dg ed ma rk eting t ea m t o la u nch a su c c essfu l PR ev ent.
Conte nt for a pre ss rel ea se c om e s ea sy wh en som e of th ese exa mpl es b elo w o c cu r. You
ca n u se Onlin e PR N e ws, se e https:// www.o nli ne pr ne ws.c o m/c o mpare -pre ss-re le ase s
mor eov er, PR Bl og https:// www.pr lo g .o r g /pre ss-re le ase -c o mpar iso n.html
for t he fr ee or mini ma l c ost.
Re c e nt sample fro m NJ .co m H UNTERDON CO UNTY DEMO CRAT
http:// www. nj.c o m/hunte r do n-c o untyde mo c r at/inde x.ssf/20 17 /12 /yo g a_ bar re _ hav e n_ co me s_to_ hig h_ br idge .html# inc ar t
_ r iv e r_ inde x
HUNTERDON MEDICAL CENTER - You
ha ve a c o mp ellin g PR su bje ct li ne. R e me mb er thi s
cro sse s y ou r digita l pr op ertie s a nd e ma il
co mmu ni ca tion s. T he su bje ct n e ed s to be short
enou g h to be sca nn ed ea sil y fro m a sma rtph on e,
a nd in for ma tiv e e nou gh to i nvit e fu rther r ea ding . I
wo uld sug g e st wo r king o n a du al o utre ac h to the
PR de par tme nt o f H M C and H M C Inte gr ativ e
M e dic ine to intro duc e yo ur se lf.
An i dea wou ld be to o ffer a n ev eni ng in t he
Hosp ita l lob by a s a n ou trea c h. (e xc ell ent a c ou sti cs : -) T his net work o f hea lth ca re
pra ctition er s a nd pa tient s a re a critica l hu b o f in flu e nc e a nd a g rea t pre ss e ve nt. S ee
HMC Inte gra tive Me dici ne htt p://int egra tiv em edi cin e. hu nterd o nhea lt hca re. org/
As a n HMC ne wslett er pr om otio n in HMC se e P et T h era py
http:// www.h unte r do nhe althc are .o r g /ne ws_ ro o m/hunte r do n-me dic al-c e nte r-ho stsannu al-e r ne st-l-we lls-pe t-the r apy-v o lunte er-rec og nitio n-dinne r /
HUNTERDON LIBRARY - is always looking to schedule events! I’m sure you thought of this or even
done it… a great press event. See http://www.hclibrary.us/programs.htm
H UNTERDO N SO CIAL SERVICES –
SENIO R, DISABILITIES AND VETER ANS SERVICES
SAFE http:// www.s afe inhunte r do n.o r g /
This is a g re at o ppo r tunity to tur n yo ur PR into a ware ne ss.
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THINK DIGITAL:
NOW WHAT?
1. Make sure you talk amoung
yourselves! Let's have a lunch
to chat about and clarify
questions.
2. Create a plan of digital
change you agree with in Red.
The critical part of your plan
is resource prioritization, it’s
up to you to determine if the
change process moves fast or
slow.
My apologies if I have not
comprehended some portion of your services or business models. All of these topics in this
document may not fit your capabilities, resources, customer, and priorities.
These materials were developed to support, assist, educate and plan your marketing
process and to identify the significant areas to focus on demand generation improvement.
Let me know if you need any help!
Your friend,
Tom
DigitalLevers-
www.DigitalLevers.com-
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ADDENDUM 1:
Number of yoga participants in the United States from
2012 to 2020 (in millions)
T he s ta tisti c s hows t he numbe r of parti cipa nts i n yoga i n t he Uni te d Sta te s i n
2 0 12 , 2 01 5 a nd 20 2 0. In 2 01 5, par tici pa ti on in yoga i n t he Uni te d Sta te s s t ood
a t 3 6.7 milli on.
Yo ga , a physi cal , me ntal , a nd s pirit ual dis ci pli ne whi c h inc l udes br e at h
c ont r ol, me dit ati on, a nd s pecifi c body pos t ur e s, is wi dely pr acticed f or
me nt al a nd physi c al healt h a nd r ela xa ti on. Alt hough t he pr a ctic e’s ori gi n
t ra ce s ba ck t o a ncie nt Indi a , yoga became popula r as a phys i cal a nd rela xi ng
a c ti vit y i n We st er n c ount rie s i n t he 1980s. T he risi ng popul arit y of yoga is
mos tl y down t o t he pote ntial he alt h be nefit s. Yoga , besi des i mpr ovi ng
fit ne ss , fle xi bilit y a nd r e duci ng a nxi et y, ca n ai d i n str ess re duc ti on as well.
T he popularit y of yoga i n t he USA ha s rise n c onst a ntl y si nce t he e arl y 2 0 00 s.
In 2 0 0 8 , t he re wer e a bout 17 million pe ople doi ng yoga in t he U.S. a nd 1 6.21
million pe opl e st art ed pr a ctici ng yoga or Pil at es wit hi n the l as t 12 mont hs i n
t he s pri ng of t ha t ye ar . By s pri ng of 20 16 , a bout 28 million pe opl e s tar te d
pr a ctici ng yoga or Pil at es wit hi n t he la st 12 mont hs in t he s pri ng of t hat yea r.
In t ot al , t he re wer e ne arl y 37 million yoga par tici pa nt s i n t he c ount r y i n 2 01 5.
T hi s fi gur e is f or ec a st t o ris e t o 55 milli on by 20 20 .
In li ne wit h t he gr owt h i n s ome partici pant s, t he yoga i ndus t r y i n t he U.S. i s
pr oj e ct e d t o i ncrease i n size i n t he c omi ng years. Re ve nue of t he yoga
i ndust r y i n t he c ountr y i s f or e ca st t o j ump f r om a bout seve n billion U.S.
dolla rs i n 2 012 t o a bout 11 .5 billion U.S. dollar s i n 2020. Cl a ss es are t he mai n
s our ce of re ve nue f or t he i ndustr y. Jus t over 50 perc e nt of t he r e ve nue
of yoga a nd Pil ate s pr oduc t s a nd ser vic es mark et i n t he U.S. wa s ge ner at e d
f r om yoga clas s es i n 2 01 5.
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ADDENDUM 2
USE “DEPR” FOR YOUR FACEBOOK/TWITTER SOCIAL MEDIA
ENGAGEMENTS.
Hypothetical Example of how to get more from your social media reply:
Discovery
While monitoring a key phrase on Twitter, a customer discusses a stressful illness about a
family member who fits the community psychographic/demographics.
Plan
Quickly vet to identify how well they fit the community (and saw she was not following) and
noted their location. Then estimate a time/budget for the purchase.
Execution
Once approved, offer a free visit to the mom. She happily and graciously attends.
Results - Best Case
Not only did this small gesture make a Moms day. The Mom shared her attendance with her
family. Her family gifted a set of classes and the family then used Facebook to share the Moms
attendance. For a small cost, you gained many engaged fans, reached a new set of audience
members and strengthened the brand image. However, just as importantly, you made
someone smile!
CREATIVE FREQUENCIES
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Creative Frequencies
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ADDENDUM 3
FREE DIGITAL MARKETING TOOLS YOU MAY WANT TO
DOWNLOAD AND USE
Moz Open Site Explorer
Moz Open Site Explorer provides webmasters with a variety of tracking tools that can
help you gain more insight into the search engine landscape on which your website
operates.
SEMrush
Upon entering your website’s URL, you will be provided with a list of keywords that
your website currently ranks for. You will also be provided with an estimate of how
many times those keywords are searched for each month. This valuable
information can help you decide which keywords are worth optimizing on your
website, and which are worth targeting in your SEO campaign. Better yet, with
SEMrush you can also search for information on your competitors and examine how
you stack up against them.
The Alexa Toolbar
The Alexa Toolbar can quickly and easily installed onto any browser. Once in
place, it will give you up-to-date information about any website that you visit.
The toolbar will provide you with Alexa data, including the popularity of the website,
the loading time of the website, and how it compares to other sites on the web.
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ADDENDUM 3
DIGITAL MARKETING TOOLS YOU MAY WANT TO DOWNLOAD
AND USE (CONTINUED)
Google Trends
Google Trends is widely considered to be one of the most versatile tools for SEO.
It works best when used in combination with the Google Keyword
Planner; examining the relative level of interest for a key phrase during a predetermined amount of time. For example, if you are selling car parts, you can use
Google Trends to work out when the majority of searches for these happen (it’s
during the summer, in case you were wondering). By understanding this
information, you can step up your SEO campaign during the spring, to fully
capitalize on it during the summer.
The Google Keyword Planner
Whether you are implementing your first SEO campaign, or making changes to an
existing one, the Google Keyword Planner can help.
Once logged in, you can search for ad group and keyword ideas, and see how these
keywords may perform. While searching, you can discover other relevant keywords
that you may not have thought of, and you can also multiply keyword lists
(especially useful if you want to perform SEO for a local campaign).
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ADDENDUM 3
FREE DIGITAL MARKETING TOOLS YOU MAY WANT TO
DOWNLOAD AND USE (CONTINUED)
Hootsuite
HootSuite is one of the best free social media listening tools available and covers multiple
social networks, including Twitter, Facebook, LinkedIn, WordPress, Foursquare, and Google+.
It is well known for its social media management functions.
Google Alerts
With Google Alerts you can monitor the web for interesting new content, mentions of your
brand or even yourself, your competitors, industry leaders and so on. As they’re extremely
easy to set up, this is social media monitoring for beginners.
By creating a Google Alert, you will receive email notifications every time Google finds new
results on a topic that interests you across blogs, forums, and news sites.
Cyfe
The free version is quite impressive. Its main USP is an all-in-one dashboard that enables you
to monitor your business data all on one screen. The social media aspect monitors brand
mentions, Twitter follower patterns, Facebook demographics and a whole heap more. From
our brief analysis, it’s worth a try.
It’s also worth noting that Facebook, Twitter, and even LinkedIn are starting to offer detailed inplatform analytics and, cannily, keeping access to certain insights from the 3rd party tools.
Over time I would expect this gradual throttling of data made available to 3rd party tools to
continue, so for your first port of call, look at the native analytics packages that you already
have access to.
Pinterest Allows Pinners to Track Engagement The internet’s favorite mood board,
Pinterest provides it 110M monthly active users with traffic and engagement stats including
repins, impressions, reach, and clicks. pinterest.com.
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