Internet Marketing Strategy November 2010 Leslie Ng Chad Comeault Ursula Chiang EMarketing Goals Increase web traffic to the site by 50 Target bounce rate of less than 15 Target dwell time of greater than ID: 188025
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Slide1
Cocoon home designs
Internet Marketing Strategy
November 2010
Leslie Ng
Chad
Comeault
Ursula ChiangSlide2
E-Marketing Goals
Increase web traffic to the site by 50%
Target bounce rate of less than 15%
Target dwell time of greater than
2 min
Material return on marketing investmentSlide3
E-Marketing Strategy
1) Brand repositioning
2) Website upgrade
3) Data collection/benchmarking
4)
Employ CRM tool (
Salesforce.com)
5) Increase website traffic and awareness via:
Social media channels (site blog and Facebook)
Google
AdWords
Targeted internet add placement
6) Correlate website analytics to sales data
7) Determine if goals have been metSlide4
Phase 1 – Next 3 months
Brand
repositioning
Website upgrade
Customer data collection
Establish
metrics
and
track with analyticsSlide5
Brand Repositioning
Leverage sustainability aspects of the company
Locally manufactured product
Sustainable FSC wood materials
Soy based adhesives
Leverage quality materials and hand production
Manufactured on-site by hand, by owner
Solid wood constructionSlide6
Website Marketing Grader
Grade - 36% Poor
No blog links found
No heading tags found
Limited number of images
Domain name expiry in eight months
50% SEO score (poor)
50 inbound links found
9 Delicious bookmarks
0% Twitter grade score
No subscription forms found on websiteSlide7
Website Upgrade - SEO
Create
subscription
form on website for email
database for sales and new product announcements
Create “key” heading tags on each page that describe the content (sustainable, furniture, wood, custom, storage, space saving, bed, FSC, hand made on-site) Title tag and page header are most important
Larger and more numerous images of top selling products (storage bed and stacking cabinets)
Increase number of high-res images (focus on custom built products)
Include picture of manufacturing space or construction
Increase text size, relevant text content and readable fontSlide8
Website Upgrade - SEO
Add image
descriptions or ALT text, tag images with keywords
Extend domain name
expiry date
Add a site map – easier for spiders to search your site
Fresher content – update regularly to increase traffic
Integrated blog (also contributes to fresh content)
Add links to other “relevant” sites
Cultivate relationships with websites in the industry for link-back opportunities
Avoid using flash
Run a more comprehensive site audit (Alexa.com)
Submit URL to Google (done)Give your brand a face (add personal photo to site)Slide9
Customer Relationship Management Tool
Salesforce.com (Sales Cloud) “Group” Version ($25 month)
Input new and old customer contact information
Can track revenues and sales funnel via Excel
Can capture leads from your website
Can track Google
AdWords
performance
Can map
customer clusters
Includes prebuilt dashboards
Can track customer interactions
Can track sales opportunitiesSlide10
Establish Metrics and Track
Benchmark the following using Google Analytics:
Daily traffic
Unique visitors per month
Impressions per month
Bounce rate
Page-views per month
Dwell time
Repeat customersSlide11
Phase 2 – Next 3-6 months
Focus on marketing using Google
AdWords
and
Facebook
advertisement
Establish
company Facebook
page
Continue monitoring analytics and set up Google Alerts
Purchase ad spots on choice websitesSlide12
Relevant Google
AdWords
High Relevance:
Furniture
Vancouver
Customized
Contemporary
Design
Wood
Positioning
:
Sustainable
Green
Environmental
FSC
AdWords
awards based on bid$ x
Quality of site (SEO)
Set up Google
AdWords
to display your website when people searches for:Slide13
AdWords
– High Relevance Keywords
Combinations of all High Relevance Words (see table)
Cocoon Design Website Ads displays when these are searched.
Total Cost per clicks = Approx. $20/day
Total Impressions = Approx. 28,000 views per Month (based on sum of impressions of
Adwords
in table above)
Competing on level ground with competitorsSlide14
AdWords
– Positioning Keywords
Total
Impression = Approx.
1,200
per
Month (based on sum of impressions of above
A
dwords
)
Approx. $1 per day Captures Niche Market Position your brand to align with audience focus Raises Awareness of the BrandSlide15
Facebook
Page Advertisement
Estimated Reach = 20,000 People with the following demographics:
Resident of British Columbia
Age from 27 – 64
Key Interests: Sustainability, Green, Furniture, Design, gay
Cost per 1,000 Impressions = $46 dollars
Cost per Click = $1.07
Further targeting customer Slide16
Create Company
Facebook
Fan Page
Periodically update new product pictures
Update on any sales events
New product news
Links to blogs
Build up community with existing friends and customers
Increase word of mouth through “Liking” and “Sharing”
List Sustainability, Design, Art, Gay, Environmental as interestsSlide17
Social Media Tracking
Track social media occurrences (using Google Alert)
Google Alert sends a daily or weekly email of all the news, blogs, discussions, videos and updates that mention Cocoon Designs and allows
you to see what people are saying about the brand and product, and for you to respond quickly to any comment that needs
resolution.Slide18
Targeted Internet Ad Channels
Greenlivingonline.com (homes)
Granvilleonline.com (dwell)
BCliving.ca (living space)
Vanmag.com (shopping)
Vancouverobserver.com (design)
Straight.com (style)
Craigslist.ca (dealer listing)Slide19
Example Greenlivingonline.com
Banner on top of
Greenliving
website
Readership
females 25-54
$25
- $30 Dollars per 1,000
impressions
Estimate $50 dollars per day July – January
Estimate $90 dollars per day February - June
Sustainability
focused audience High impression rate between Feb to JuneSlide20
Example
Vanmag.com
Different sizes of Banners on Web Site
Life style, fine dining focused groups
1,700 impressions per day
Estimate $50 dollars a day
e
-newsletter email advertisement available at $250/week
6,200 subscribers Slide21
Track ROI of Marketing
Track traffic performance against benchmarks
Correlate marketing campaigns with sales activity
Quantify monthly increase in sales
Determine e-marketing return on investment
Revisit or continue with current strategy
Salesforce
CRM tool will interface with Google Analytics to determine ROI for youSlide22
Phase 3 – After 6 months
Focus on refining use of Google
Adwords
Add additional content to Facebook page
Focus on testing online ad spots and refining marketing channels and timing of ads
Maintain a site blog to drive traffic and build the community of customers by redirecting them back to the site
Establish a newsletter using
SalesforceSlide23
Google AdWords
Testing
Manage the Performance of the Google
AdWords
set up
Testing the Advertisement Position
Measure the actual performance and budget adjustment
Google Traffic Estimator
Fine-Tune the keywords set up for
AdWords
Usage of Keyword Tool to cover
more searches Google Insight Search Understand the interest level fluctuation over 12 month Combine with launch of off-line Advertisement Combine with timing in purchasing Web site adsSlide24
Google Keyword Tool
Determine what words people use to search
Bid high for highly competitive search word
Bid low for rare searches
Live DemoSlide25
DemoSlide26
Maintain a Site Blog
Integrated blog on website homepage (see image)
Update blog weekly with sales, news, new products
Blog about content related to the business
Engage clients don’t broadcastSlide27
Estimated Marketing Budget
Phase 1 - $2,000 one-off web upgrade
Phase 2 - $2,000-$6,000 annual ad marketing spend
Phase 3 - 1 part-time person for web ad optimization and content building 4 hrs/week for a year ~ $2,000/year