Sacred Serve. Digital Marketing Strategy. Sean Cronin, June 5 th

Transcription

1 Sacred Serve Digital Marketing Strategy Sean Cronin, June 5 th

2 Overview 1. Introduction 2. Goals & Objectives 3. Customer Persona 4. The Customer Journey Acquisition Activation 5. Measuring Success 6. Ongoing Strategy

3 Who Are Sacred Serve For health conscious consumers who crave the taste and indulgence of a rich and creamy frozen dessert, Sacred Serve offers a range of handmade vegan gelato available in 3 divine flavors.

4 What Makes Them Special? Unlike the other non-dairy frozen desserts available on the market, Sacred Serve have developed a product that tastes incredible whilst being strictly free of all gluten, dairy, soy, GMOs, stabilizers and preservatives.

5 Anything Else? Founded in August 2016 by 2 friends who met whilst travelling in Bali. Distribution Channels: Wholesale to independent retailers across the city (currently in 15 stores + 2 online delivery services). Direct to consumers at trade shows and events.

6 Overview 1. Introduction 2. Goals & Objectives 3. Customer Persona 4. The Customer Journey Acquisition Activation 5. Measuring Success 6. Ongoing Strategy

7 Goals and Objectives

8 Digital Landscape March 2017 A modest following on Instagram and Facebook has been growing steadily through regular updates on upcoming events and new store locations. A basic website, not optimized for search engines and no analytics installed. addresses are being collected on the website and at events but no marketing campaigns have taken place. Have never engaged in any paid marketing campaigns.

9 Goals 1. Boost brand awareness. 2. Increase sales in-store and online.

10 KPIs Website Visitors Visitors to the Locations page Visitors who click Order Online button

11 Overview 1. Introduction 2. Goals & Objectives 3. Customer Persona 4. The Customer Journey Acquisition Activation 5. Measuring Success 6. Ongoing Strategy

12 Customer Persona

13 Market Research After analyzing data from a variety of sources it is clear that the vast majority of vegans are: Female Live in urban areas Under 40 Do not have children 74% Female 26% Male 80% Under 40 20% 40 or Over 88% Live Urban 12% Live Rural 72% No Children 28% Have Children Sources:

14 Follower Demographics These demographics are also reflected in likes on the Sacred Serve Facebook page. 72% of people who like the page are female 83% are between the ages of 18-44

15 Customer Persona Vegan Violet is a young, urban professional who, after becoming vegan a a few years ago, now considers it a lifetime commitment. Violet regularly uses social media for vegan advocacy and likes to educate friends, family and co-workers about veganism. Vegan Violet Gender: Female Age: Under 40 Lives: In the City Children: None She follows a mostly raw, organic diet but being a foodie at heart will often purchase imitation products like vegan meats, cheeses and sweets that offer her the chance to enjoy some of the food she misses from her pre-vegan days. However, eating healthily is key to her way of life so she will not compromise on quality or nutrition. She spends a lot of time reading labels so that she knows exactly what goes into the food she eats.

16 Customer Challenges What challenges does our persona face? Struggles to find alternatives to the foods she misses, that actually taste like the real thing. Has to spend a lot of time reading labels and looking up strange ingredients found in many vegan products. Has to go out of her way to find specialist stores that stock vegan alternative products.

17 Customer Challenges How can we help our persona? Increase awareness of the product and inform her about upcoming events where she can try it for herself. Clearly and easily display what does (and does not) go into the product, and explain the health benefits of these ingredients. Make it easy for her to find nearby stores that sell the product, or help her to find services that will deliver to her.

18 Overview 1. Introduction 2. Goals & Objectives 3. Customer Persona 4. The Customer Journey Acquisition Activation 5. Measuring Success 6. Ongoing Strategy

19 The Customer Journey

20 Customer Journey 1. Acquisition 2. Activation 3. Retention 4. Referral

21 Focus Of Our Strategy Acquisition Increase awareness of the product. Educate consumers on the health benefits and superior ingredients. Activation Make it easy for customers to find nearby stores that sell the product. Boost sales via online delivery services.

22 Acquisition Strategy: Increase brand awareness amongst consumers in the Chicago area who are searching for alternatives to the existing vegan and dairy free ice creams on the market. Tactics: Search Engine Optimization (SEO) Content Paid Search

23 SERP - Before Only 1 page indexed Not ranked for any keywords

24 SEO Focus Keyword: Avg. Monthly Search Volume vegan gelato 320 vegan ice cream 9,900 Quick Wins: Title Tags Descriptions Headings Website Copy Images (filenames, alt tags) Page Load Speed (image sizes, page requests) Sitemap.xml Robots.txt Google My Business

25 Title: Sacred Serve Vegan Ice Cream Handmade In Chicago Description: Sacred Serve offer a range of gluten-free, dairy-free, and soy-free vegan ice cream & frozen treats handmade in small batches at The Plant in Chicago. Heading: Vegan Ice Cream Handmade in Chicago Copy: Sacred Serve offers a range of gluten-free, dairy-free, and soy-free frozen treats handmade in small batches at The Plant in Chicago. Available in 3 divine flavors Salted Coconut Caramel, Dark Chocolate Superfood & Matcha Mint Chip our vegan ice cream is strictly free of all gluten, dairy, soy, GMOs, stabilizers and preservatives. Image Filename: Image Alt: Sacred Serve Vegan Ice Cream

26 Other Optimizations Robots.txt: Modified to allow search engines to index the site Sitemap.xml: Added sitemap to help with indexing Page Load Speed: Compressed images across the site Reduced page requests by disabling unused plugins Google My Business: Added listing to boost local search

27 SERP - After

28 SERP - After vegan ice cream chicago Google = 18 Bing = 3 vegan ice cream near me Google = 14 Bing = 8

29 Organic Search Traffic Organic Search - Average Weekly Sessions Increased 62% post SEO efforts

30 SEO - Next Steps Focus Keywords: vegan ice cream + dairy free ice cream + gluten free ice cream + gluten free dairy free desserts Tactics: Optimize Website Copy Build Links Create Content

31 Content Ideas Inform: Testimonials & customer reviews Frequently Asked Questions Behind the scenes videos Serving suggestions & recipe ideas Educate: More accessible and detailed product benefits Details about what ingredients are NOT included, and why this is good Comparisons vs other non dairy/vegan options

32 Paid Search Targeting 24 Keywords, including: vegan ice cream non dairy ice cream lactose free ice cream cream free ice cream dairy free ice cream gluten free ice cream milk free ice cream Top Performing: Keyword Impressions Clicks CTR Avg. CPC non dairy ice cream % $1.19 dairy free ice cream % $0.83 vegan ice cream % $1.06 cream free ice cream % $0.93

33 AdWords- Results Duration: 18 days Impressions = 1393 Clicks = 53 CTR = 3.80% Avg. CPC = $0.98 An additional 53 website sessions. Which accounts for 17% of all sessions during this period.

34 AdWords- Testing Test Hypothesis: A call to action in the ad URL will lead to a higher CTR than one without % Served Impressions Clicks CTR Avg. Cost Per Click % % $ % % $0.73 Results A call to action in the ad URL resulted in a nearly 3% higher CTR. Estimated clicks from $300 monthly ad spend This ad also achieved 40% more impressions and an Avg. Cost Per Click that was 38% lower, suggesting it had a higher quality score. Assuming a daily budget of $10 per day, this campaign could yield 159 extra clicks (411 vs 252) just by optimizing the ad URL Ad 1 Ad 2

35 Acquisition Strategy: Educate consumers on the health benefits and superiority of the ingredients used in Sacred Serve compared to other non-dairy ice creams. Tactics: Paid Social Content

36 Paid Social Channels: Facebook Instagram Strategy: Drive targeted traffic to our landing page from Facebook & Instagram. Goal: Users click through to website to view more information and find out where they can purchase from.

37 SEO Phase 2

38 Targeting Vegan Violet: Female Aged Living within 17 km of Chicago Exclude: Parents Interests: Nutrition, Dieting, Gyms, Vegetarianism, Vegan.com, I'm Vegan, Vegan nutrition, Healthy diet, Go Vegan, Vegan Outreach, Veganblog, The Vegan Society or Veganism

39 Ad Campaign - Results Duration: 4 days Impressions: 2,980 Link Clicks: 54 Link CPC: $0.75 Link CTR: 1.58% Clicks (all)*: 100 CPC (all)*: $0.40 CTR (all)*: 2.94% *Includes likes, comments, shares, and clicks to Facebook page

40 Facebook - Results After 3 Days Impressions: 564 Link Clicks: 7 Link CPC: $1.06 Clicks (all): 9 CPC (all): $0.82 CTR (all): 1.59% Impressions: 604 Link Clicks: 9 Link CPC: $0.58 Clicks (all): 17 CPC (all): $0.31 CTR (all): 2.81%

41 Facebook - Winner Ad 2 was selected to run on it s own for the final day. The results remained consistent with previous days. Impressions: 574 Link Clicks: 10 Link CPC: $0.61 Clicks (all): 16 CPC (all): $0.38 CTR (all): 2.78%

42 Instagram - Results After 3 Days Impressions: 527 Link Clicks: 8 Link CPC: $1.01 Clicks (all): 16 CPC (all): $0.50 CTR (all): 3.03% Impressions: 555 Link Clicks: 10 Link CPC: $0.68 Clicks (all): 22 CPC (all): $0.31 CTR (all): 3.96%

43 Instagram- Winner Ad 2 was selected to run on it s own for the final day. Again, the results remained consistent with previous days. Impressions: 521 Link Clicks: 9 Link CPC: $0.69 Clicks (all): 19 CPC (all): $0.33 CTR (all): 3.64%

44 Landing Page In just 4 days From 54 clicks to the landing page: 54% of those visitors clicked through to find out more on the website. Leading to an additional 29 website sessions. Which accounted for 27% of all sessions during this period.

45 Overview 1. Introduction 2. Goals & Objectives 3. Customer Persona 4. The Customer Journey Acquisition Activation 5. Measuring Success 6. Ongoing Strategy

46 Activation Strategy: Optimize website to encourage consumers to purchase in-store and promote available options to order online. Tactics: Make it easier for customers to find nearby stores that sell the product. Increase visibility of online ordering options.

47 The map makes it easier for visitors to see their nearest store at-a-glance. Logos help users to easily identify their nearest store. Phone no. and website make contacting easier (to check product availability or opening times). Increased visibility of online ordering options (with big bright CTAs) encourage conversions. Order Online buttons also added to homepage and flavors page. Bonus - SEO: sacredserve.com/locations now ranking for keywords: foxtrot delivery market = 18 mercato grocery delivery = 24

48 Locations - Results Locations Page - Average Time on Page: Before: 1m 36s After: 2m 26s This suggests more interest and engagement with the page following the redesign. Customer Feedback

49 Order Online - Results No stats available for before, however following the redesign we are seeing: Average of 9.8 clicks per week on the Order Online buttons. On average 7.3% of all weekly sessions lead to a click. Foxtrot are doing 47% of their sales of Sacred Serve online: In-store: 52 units Online: 46 units (*data from 05/26/2017) We have sent 42 users to their site since the redesign (although there is no way to measure how many of these went on to purchase).

50 Overview 1. Introduction 2. Goals & Objectives 3. Customer Persona 4. The Customer Journey Acquisition Activation 5. Measuring Success 6. Ongoing Strategy

51 Measuring Success

52 Goals & KPIs 1. Boost brand awareness. KPI: Website Visitors 2. Increase sales in-store and online. KPI: Visitors to the Locations page KPI: Visitors who click Order Online button

53 Website Sessions Daily Sessions: 03/19/ /03/2017 Let s first remove the outliers (which we can attribute to popular posts on Facebook & Instagram). We ll also remove traffic from paid search and paid social Website Sessions

54 Website Sessions 03/19/ /28/ /29/ /03/2017 Average Daily Sessions 8 15 Increase of 87% after implementing website optimizations 35 Organic Sessions

55 Paid Traffic AdWords: 04/27/ /15/ users per day At a cost of $3 per day Facebook Adverts: 06/02/ /05/ users per day At a cost of $10 per day Total 16 extra users (200% increase) from a cost of $13 per day.

56 Combined Projections Avg. Daily Sessions Avg. Weekly Sessions Baseline: 8 56 SEO: 7 49 AdWords: 3 21 Facebook Paid: Total: Projected Increase: 287% (from $13 per day spend)

57 Locations Page 03/19/ /28/ /29/ /03/2017 Avg. Daily Locations Page Sessions 4 5 Locations Page Sessions (%) 34.29% 32.78% 25% increase in average daily sessions (but 1.51% decrease as a % of all sessions - must to be monitored) All Sessions vs Locations Sessions Total Sessions Locations Sessions

58 Order Online Average of 9.8 clicks per week on the Order Online buttons. Homepage: 3.6 Locations: 3.6 Flavors: 2.6 On average 7.3% of all weekly sessions lead to a click.

59 Combined Projections Avg. Daily Avg. Weekly Projected Sessions: Locations Sessions (33%): Order Online Clicks (7.3%): 2 16 Projected Prospects (per week): 87 (from $13 per day spend)

60 Monthly Projections Monthly Spend: $390 Projected Website Sessions: 930 Projected Prospects: 360 Each prospect is worth an initial $6 So we need 18% of prospects to convert to break even But including the possibility of repurchase and the potential lifetime value of a customer this could be reduced i.e. if each customer purchases twice in their lifetime then the conversion rate needs to be only 9%

61 Overview 1. Introduction 2. Goals & Objectives 3. Customer Persona 4. The Customer Journey Acquisition Activation 5. Measuring Success 6. Ongoing Strategy

62 Ongoing Strategy

63 Goals Strategic Initiatives Tactics Increase brand awareness amongst consumers in the Chicago area who are searching for alternatives to the existing vegan and dairy free ice creams on the market. Search Engine Optimization (SEO) Content Paid Search Boost brand awareness Increase sales in-store and online. Educate consumers on the health benefits and superiority of the ingredients used in Sacred Serve compared to other non-dairy ice creams. Paid Social Content Optimize website to encourage consumers to purchase in-store and promote available options to order online. Make it easier to find nearby stores Increase visibility of online ordering options

64 Ongoing Strategy Optimize rest of website - About Us, Ingredients pages Create more content - FAQs, testimonials, BTS videos, recipe ideas Build up inbound links to website Optimize AdWords campaigns with use of exact match keywords Focus on best performing keywords and ad creative (highest CTR and lowest CPC) Focus on best performing Facebook & Instagram ads to lower overall CPC Continue to test and optimize