Wandering Wellness outline + strategic marketing plan. Wandering Wellness

Transcription

1 2016 outline + strategic marketing plan 1

2 why we re here our mission is to help our clients discover their unique recipe for nourishing the mind, body, + spirit so that they can live a balanced, joyful, and abundant life vision, values, + offerings help individual clients live happier + healthier lives inside from both local markets as well as from across the country provide local meditation (yoga nidra) classes in the DC-Northern VA areas hold unique one-off events that focus on healthy eating and mindfulness workplace wellness for companies to offer employees current audience Over 2,400 Instagram followers, 200+ Facebook followers, just under 100 Twitter followers, 250+ newsletter subscribers, + 2 Pinterest followers 2

3 customer journey awareness stage content: blog posts on the benefits of meditation earned media through partnering with DC-based Influencers on in-area events advertisements through Georgetown Yoga and Capitol Hill Yoga and also during yoga nidra classes Joanna teaches Segment, engage, and grow newsletter followers consideration stage content: Facebook advertising + targeting testimonials from past clients purchase stage content: SoundCloud recordings on gratis 30-minute consult with Joanna retention stage content: weekly newsletter featuring blog posts and new recipes daily Instagram posts featuring mindfulness quotes, photos, + new recipes advocacy: the ultimate goal! 3

4 4 our target audience Ashley the busy-with-few-responsibilities Millennial employed full time and working to climb the corporate ladder engaged + overwhelmed from being in the midst of planning her wedding no kids, but keeps very busy socially and is involved in several extracurricular activities, leaving little time for herself struggling to stay stress-free and healthy through work, social + life functions, and wedding planning

5 Ashley opportunities + challenges focus on wedding wellness healthy eating stress management challenges often very independent and thinks she can do it all herself how and where to first engage Instagram, Facebook, and Pinterest word-of-mouth website optimization for wedding health coaching + stress relief in-person events such as community yoga classes + one-off unique workshops 5

6 our target audience Julia working, traveling, + very engaged mother employed full time and travels 1-2 days per week for work 1-2 kids in elementary/middle school and strives to be active in the school community where possible constantly juggling work, kids, travel, and focuses on how and when to find time for herself 6

7 Julia opportunities + challenges focus on staying healthy while traveling healthy eating on the road, tips on where and how to eat staying calm and mindful through travel stress management challenges busy bee and doesn t think has the time for anything additional skeptical of a wellness coach how and where to first engage Pinterest, mom-blogs, Facebook organic search for meditation and stress management word-of-mouth in-person events such as community yoga classes + one-off unique workshops (Wild Woman Moon Circle) 7

8 our target audience Susan Baby Boomer booming in retirement recently retired in the DC area volunteers heavily with the local community nonprofits increasingly involved in community programs, farmers markets, and workshops that focus on sustainable agriculture + healthy eating 8

9 Susan opportunities + challenges focus on sustainable agriculture + healthy, local eating challenges unaware of what a wellness coach would even be how and where to first engage word-of-mouth in-person events such as local yoga classes + one-off unique community workshops (free Healthy Eating Workshop) 9

10 10 goals + KPIs 2016 goals increase earned media à focus on influencer marketing improve takeaways for in-person class participants create consistency in blog posts and newsletter frequency re-focus + engage more effectively through Facebook + Pinterest grow enewsletter subscribers optimize the website Facebook advertising but why? there s a surprising a lot of noise in this industry, but it s still budding in DC so much opportunity! KPIs + metrics acquire 5 new clients by June 2016 through website reoptimization increase website traffic through social media marketing (paid + unpaid) increase engagement through doubling the number of newsletter subscribers decrease bounce rate for visitors increase conversion rate of visitors to signing up for Gratis Consult

11 11 getting tactical optimize the newsletter currently: average open rate: 60% (industry average: 19.8%) average CTR: 18% (industry average: 2.7%) not segmenting or creating campaigns why? followers are engaged and want more where? create frequency to create a better following (currently no set schedule for when and what is sent) how? implement CTAs that drive the business and not just blog visits feature newsletter sign-up in Instagram offer something in return for signing up create sign-up pop-up on website for new visitors start segmenting and create campaigns + fully utilize MailChimp

12 getting tactical optimize the website! Currently not so hot non-existent or inaccurate meta descriptions Google search displays outdated + non-existent titles (see bottom right) every page on requires full scroll down to view content as one image + tagline takes up full screen need for simplifying the navigation bar as well as decrease amount of text across website à calls-to-action are not prominently displayed and tough to find unable to track through Google Analytics campaigns success of signing up for gratis consult newsletter sign-up not prominent 12

13 the old lengthy work with me offerings misuse of photos + wordy descriptions excess of navigation bar options + need to scroll on every page 13

14 meets new + finds rejuvenation newsletter sign-up pop-up prompt more direct calls-toaction *accurate title tags *meta descriptions *keyword optimization simplified homepage and navigation menu 14

15 getting tactical social media marketing utilize >2,000 Instagram following more effectively promote events and workshops promote website, newsletter, and consulting services put a focus on Pinterest and aim to grow followers (and increase pins) post on Facebook more frequently and optimize it for Facebook rather than what came through Instagram 15

16 getting tactical influencer marketing increase focus on influencer marketing and partnering with area wellness celebrities EXAMPLE: Alex Elle, wellness industry influencer had one workshop with Alex Elle, who has >239,000 Instagram followers and a strong DC base, in early January Alex Elle posted about event featuring Joanna Gained over 500 new Instagram followers after her post Saw an 375% spike in web traffic to within 2 days of her post Sustained a 5% increase on average in daily web traffic since Alex Elle s post and gained 18% new visitors determine additional influencers near and far to partner with for events (and do more with Alex Elle) 16

17 getting tactical paid social media Facebook advertising! better bang-for-our-buck for targeting audience created an inexpensive 3-week ad starting February 12 Target Audience: women who live in Washington, DC, Alexandria, VA, or Arlington, VA ages language: English (All) people who match: Interests: Dieting, Gyms, Nutrition, Physical exercise, Meditation, Physical fitness, Running, Yoga, Baking, Recipes, Veganism, Vegetarianism or Organic food Education Level: College grad, In grad school, Master's degree, Professional degree or Doctorate degree Income: $100,000 - $125,000, $125,000 - $150,000, $150,000 - $250,000 or $250,000 - $350,000 Generation: Generation X or Millennials 17

18 18 Facebok ads some success so far Month-over-month comparisons to prior period (January 11-February 11 vs February 12-March 1): Visitors through Facebook increased from 29 to 230 (174=new users compared to 17 previously) 75% new sessions vs 58% in previous period

19 measuring success + next steps measuring success unfortunately (and fortunately) it s only really the beginning next steps site renovation, keyword and website optimization improved social media marketing incorporating direct CTAs establish new partnerships with influencers overall need a dedicated focus on marketing the future Instagram advertising(?) 19

20 thank you! *enjoy your journey* Joanna Andreae 20