Table of contents
- Introduction
- Goals
- Growth roadmap and projects
- Phase 1: Establish marketing foundations
- Phase 2: LInkedIn brand building and outreach
- Summary
Introduction
RBMuha has established itself as a trusted provider of employee benefits and advisory services. With an impressive foundation in place—including a recent rebrand, strong client retention, and tailored benefits offerings—there’s now an opportunity to expand visibility, authority, and inbound lead generation through a multi-phased growth initiative. Our proposed engagement begins with foundational digital efforts: increasing discoverability, capturing early search intent, and building social proof. Then, we’ll layer in LinkedIn-based awareness and reputation-building strategies to support long-term growth.
Goals
- Increase RBMuha’s visibility in search results.
- Establish authority through educational, high-quality content.
- Improve conversion rates by enhancing RBMuha’s online reputation.
- Build and scale brand presence across LinkedIn.
Growth roadmap and projects
Phase 1: Establish Marketing Foundations (Month 1-3)
- Targeted Google Ads Campaign – Capture high-intent leads from people actively searching for services offered.
- Blog Content Strategy – Build long-term SEO value and position RBMuha as a trusted thought leader.
- Client Feedback and 5 Star Review Initiative – Strengthen RBMuha’s online reputation with more 5-star reviews.
Phase 2: LinkedIn Brand Building and Outreach (Month 3+)
- LinkedIn Organic Reputation Building – Establish credibility and build audience on a professional platform.
- LinkedIn Ads Campaign – Extend reach to key decision-makers in benefits roles.
Phase 1: Establish marketing foundations
Phase 1: Establish Marketing Foundations
1. Targeted Google Ads Campaign
Objective:
Generate high-intent leads by showing RBMuha ads to people actively searching for employee benefits, or retirement plan services.
Reasoning:
Paid search captures demand from users ready to take action. It’s one of the fastest ways to drive traffic and test market messaging while building lead momentum early in the growth plan.
Task outline:
- Develop ad strategy and select target keyword groups
- Write ad copy aligned with RBMuha’s tone and differentiators
- Set up campaigns, budgets, and targeting in Google Ads
- Add conversion tracking to the website or landing page
- Ongoing bid optimization, performance monitoring, and reporting
Items required from you:
- Nothing to start
- Feedback on ad copy and campaign goals
Estimated time to complete:
- Setup: 10 hours
- Ongoing management:
2.5 hours1 hour/month when subscribed to Website Essentials
Phase 1: Establish Marketing Foundations
2. Blog & Resources Hub Development
Objective:
Launch a content hub to build long-term SEO, client education, and brand authority.
Reasoning:
Publishing high-value, relevant content builds trust, attracts search traffic, and positions RBMuha as a thought leader in their space. A blog and resource hub also provide helpful content to share in sales conversations, onboarding, and client education.
Task outline:
- Design and build a blog template and Resources Hub
- Write and publish 1–2 blog articles per month
Estimated time to complete:
- Setup: 2 hours
- Ongoing blog post creation: 3 hours/month for 1 blog post or 5 hours/month for 2 blog posts
Phase 1: Establish Marketing Foundations
3. Client Feedback and 5 Star Review Initiative
Objective:
Strengthen RBMuha’s online reputation with more 5-star reviews.
Reasoning:
Reviews are critical for credibility, but it’s easy for businesses to forget to ask. Automating the review process ensures RBMuha captures valuable feedback consistently and turns happy clients into public advocates—without extra effort from the team.
Task outline:
- Create feedback form tailored to different client types
- Build a thank-you landing page after feedback submission
- Redirect clients with positive feedback to Google Review prompt
Items required from you:
- Initial review of where an automation can be triggered to send automated emails to clients to collect feedback
- Approval of the feedback from we create
Estimated time to complete:
2-4 hours
Phase 2: LinkedIn brand building and outreach
Phase 2: LinkedIn Brand Building & Outreach
4. LinkedIn Organic Reputation Building
Objective:
Strengthen RBMuha’s professional brand by refreshing key LinkedIn profiles and posting consistently to build a relevant follower base.
Reasoning:
LinkedIn is where business leaders consume professional content. Utilizing blog posts we can establish a well-positioned brand with consistent visibility helping RBMuha to stay top of mind, build trust, and generate inbound interest.
Task outline:
- Build a content calendar and align on post topics with the RBMuha team
- Repurpose blog content for thought leadership
- Write and design 4 polished, on-brand posts each month
- Schedule posts for optimal visibility
- Monitor comments and respond to build engagement
- Provide monthly reports on reach, engagement, and follower growth
Items required from you:
- Nothing to start
- Feedback on ad copy and campaign goals
Estimated time to complete:
- Initial setup: 7 hours
- Monthly management: 5 hours/month
Phase 2: LinkedIn Brand Building & Outreach
5. LinkedIn Ads Campaign
Objective:
Run a paid LinkedIn campaign to raise awareness among key decision-makers, brokers, and business owners in RBMuha’s target industries.
Reasoning:
LinkedIn Ads enable precise B2B targeting by job title, industry, and region—ideal for long sales cycles and credibility-based services like benefits consulting.
Task outline:
- Build custom audience(s) using LinkedIn Ads Manager
- Develop copy and creative assets (image or carousel)
- Set up A/B tests, define goals, and launch campaign
- Monitor weekly and report on performance
Items required from you:
- Feedback on copy and visual style
- Budget approval
Estimated time to complete:
- Initial setup: 10 hours
- Monthly management: 1 hours/month
Summary
Phase 1: Establish Marketing Foundations | Estimated Hours |
1. Targeted Google Ads Campaign | Setup: 10 hours
Ongoing management: 1 hour/month |
2. Blog Content Strategy | Setup: 2 hours
Ongoing blog creation: 3 hour/month for 1 blog post |
3. Client Feedback and 5 Star Review Automation | 2-4 |
Phase 2: LinkedIn Brand Building & Outreach | Estimated Hours |
4. LinkedIn Organic Reputation Building | Setup: 7 hours
Ongoing management: 5 hours/month |
5. LinkedIn Ads Campaign | Setup: 10 hours
Ongoing management: 1 hours/month |