Ryan Hobert

Digital Strategist | Data Storyteller

Social Strategy

There are several different aspects that play into determining the best social strategy for a brand. As I mentioned in Mobile Friendly Messaging, the brand needs to identify how their existing fans/followers were acquired, what the customers expect of the brand, and how to turn their social media pages into destinations for their customers.

These, and many more, are the questions I ask brands to answer prior to setting a clear strategy for the social channels. If a brand puts out a strategy that wasn’t thought through till the end, then it may push some of their existing fan/follower base away to never return. With a clear strategy and goals in mind, any brand can make social media a success, you just have to find where you fit with your customers to make them need you to be there for them.

Social Messaging

One of the most difficult tasks a brand faces in social media, is what their messaging strategy really is. When I work with clients on what their messaging will look like, I educate them on several aspects of social messaging that I believe are the most important: Tone, content, target audience, timing, and the goal of the messages. All of these aspects are important because you want to be able to speak to your audience and relate to them on a personal basis. Once you are unable to do so, you have lost a portion of your listeners.

With the clients that I have either assisted with or taken full control of their messaging platforms, I’ve been able to earn an engagement rate of 9%. Typically brands will strive for an engagement rate of 1% or more, so by exceeding that number, you are able to grow your social channels easier and organically.

Email Marketing


Email marketing is an effective way of communication that enables you to push out a larger message to a larger audience.  I have used MailChimp for the platform of choice for the majority of my clients.  MailChimp offers mobile-friendly emails that I am able to tailor to fit the needs of each client I have.  In the industry, the average open rate is 14.6% and the average percentage of people who clicked on links in the email is 1.9%.  I am able to achieve a 62.2% open rate along with a 12.5% click rate.

Social Advertising

Of all the advertising outlets out there, I believe that social advertising is one of the most successful that I’ve seen. While SEM allows you to target those searching for various targeted keywords making it a relevant experience, social media advertising allows so much more. Facebook, specifically, allows you to target location, gender, age, interests, relationship status, education status, what pages you like, if you are on a mobile or a desktop, if you recently moved, and even if your birthday is in a couple weeks. Knowing how to utilize this information is key in executing a successful advertising campaign.

In my experience, I have spent over $500k in social advertising dollars and delivered over 1 billion impressions for various clients with different goals and objectives. These campaigns have been successful with a dialed in targeting approached, multiple A/B tests and solid messaging strategies. I have provided a couple examples below:

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Past Campaign Performance Indicators

[tab title=”Fan Growth”]The client’s goal was to increase their fan base from 73k to 1 million fans in 8 months. With a targeted advertising and messaging plan (For paid and organic fan growth), I accomplished this goal in three months at a cost of $0.38 per fan and came in nearly 10% under budget.[/tab]
[tab title=”Website Traffic”]The client’s goal was to increase their website traffic with the use of Facebook Advertising at a cost of $0.75 per visitor. I sent a total of 19,000 visitors to the client’s site at a cost of $0.16 per visitor utilizing a highly targeted campaign.[/tab]

Marketing Strategy

While a lot of my focus is in the digital arena, I have also worked with several brands to formulate their overall marketing strategy that involves both traditional and digital marketing. By doing this, I have helped companies:

Clarify Goals

Before any marketing efforts are taken place, brands need to clearly identify what their goals and objectives are as a company. “What do our customers expect from us?” “What is our tone both online and on paper?” “What is each medium used for and what is its overall goal?” “Are our goals able to adapt with the quickly changing market we are in?” These are all questions (& many more) a brand has to answer in order to clearly define their marketing goals. This is an extremely important process because once customers are introduced to your brand, their first impression will stick for quite some time. This introduction is crucial.

Define the Team

What makes for a successful marketing campaign? The people behind the scenes developing ideas, creating campaigns, and executing on behalf of the brand. These people are the driver to your brand, and setting up who is on the team and has what responsibility is important. During this step, I help companies determine who has a better hold on what and what their role looks like.

Choose the Channels

This is by far the most challenging step. There are, by far, a copious amount of options to choose from: Google+, Facebook, Twitter, LinkedIn, Tumblr, Flickr, YouTube, Pinterest, blogs, email marketing, direct mail, news paper inserts, flyers, commercials, sponsorship banners, etc. The question is, where do you, as a company, belong? I have guided clients through the process of determining which outlets they should pursue. It is also important, in this step, to remember that even though a medium exists and other brands are utilizing it, doesn’t mean it fits for everyone and is required.

Formulate the Strategy

Once the goals, team, and channels have been chosen, the next step is to then determine what your messaging on both social and print will look like, what campaigns ideas you want to pursue, and what this strategy will look like in 3-5 years. I have worked with teams to develop their strategy and guide the team in the right direction.


The last and final step that is nevertheless important within a brand’s marketing strategy, is execution. Creating a clear calendar of when messages and print pieces go out, commercials are aired, and when updates need to be made to the website or any channels they utilize helps guide this process along and identifies key responsibilities for the team.

Brand Management


Managing a brand is all about listening to what people are saying and adapting to your core customer. I have worked with brands who have more than 3 million online mentions each year, and have helped them utilize that information in a helpful/useful way.


 One listening tool I have used is Radian6. Radian6 is great because you have a bevy of tools at your disposal to target exactly what you want to hear and see who your biggest brand influencers are. With that information I am able to determine if customers are happy or unhappy with the current product/service, what they’d like to see change, and what are the most popular product/services that brand has to offer that they can showcase or advertise more.

Search Engine Optimization

SEO is a critical tool brands should be utilizing to direct visitors to their website organically and free.  While SEM is able to substitute some of what SEO offers, it is a very expensive avenue to travel down. By understanding the wide variety of SEO tools, offerings, and concepts, any brand can improve their website and generate organic traffic.

I have worked with universities, retailers, bloggers, community event pages and more. When executing SEO campaigns, I

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SEO Campaigns Strategies

[tab title=”Website Audit”]I start every SEO campaign with a website audit that speaks to the current successes and failures that any website currently experiences. This document shows these successes and failures in detail and outlines where the room for improvement is and what type of organic traffic is possible. Here is where I showcase what possibilities are to be had with improving a client’s search engine optimization and why it should be done.[/tab]
[tab title=”SEO Tools”]I utilize MOZ SEO, Google AdWords’ Keyword Planner, Google Analytics, Excel, PR Checker, and a variety of other tools to improve a client’s SEO.[/tab]
[tab title=”Content Writing”]On top of using a multitude of tools, I also write the on page SEO content for the website. The one thing to remember with SEO content, is to write it for the user and NOT the search engine. Providing solid and useful content is a number one priority. If the content is written in the most appropriate way, it will serve the search engines AND provide value to the website visitor.[/tab]
[tab title=”HTML Coding”]Diving into the site’s HTML code is highly important in making sure the Title, description, headings, bold text, anchor text and links/images are all set up appropriately. Call me crazy, but this is the most exciting step in the campaigns’ process.[/tab]
[tab title=”SEO Results”]I have improved every client’s site I have worked with from below pg. 10 to pg. 1. I was able to work with a few clients from the creation of their website, remaining them at pos. 1 for keywords that are searched 1.6 million times each month. For other clients, I have improved their site’s search result to pg. 1 with keywords that are search in upwards of 3 million searches each month.[/tab]

Search Engine Marketing

I have spent an extensive amount of time working with both Google AdWords and Bing Advertising, and have found that it is a very effective way of marketing to very specific users with a wide variety of strategies available. I’ve gotten to know Google AdWords the best as I have gone through their Certification Program to better understand all possibilities Google provides for advertisers. I have worked with universities, insurance companies, all-sports retailers, 5K races, manufacturing companies and social media platforms. Depending on what the goals are of a marketing campaign, knowing how to utilize all of the features on either Google or Bing is key to being effective.

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Past Campaign Performance Indicators

[tab title=”Lead Generation”]A higher education institute had a goal of generating 920 highly engaged students interested in learning more information about their programs. Their cost per lead goal was less than $200. The outcome from this campaign resulted in 1,180 leads at a cost of $156/lead; An ROI of 128% in terms of lead generation.
[tab title=”Website Traffic”]The client’s goal was to increase their website traffic with the use of Google Advertising at a cost of $2.00 per visitor. I sent a total of 12,500 visitors to the client’s site at a cost of $1.10 per visitor utilizing a highly targeted campaign. Once the visitors were on the site, they visited an average of 4 pages per visit and spent an average of 4 minutes and 27 seconds on the site.[/tab]
[tab title=”Sales Generation”]The client’s goal was to simply increase sales on their website with positive ROI. The SEM campaign I set up generated sales with a ROI of 250%. This campaign was set to end after 4 months, but due to performance, the campaign was then set to run continously after the original 4 months.

Adwords Screenshot