COMPANY X,Y,Z DIGITAL MARKETING GAP ANALYSIS & FORMULATED PLANS FOR IMPROVEMENT

Transcription

1 COMPANY X,Y,Z DIGITAL MARKETING GAP ANALYSIS & FORMULATED PLANS FOR IMPROVEMENT STRENGTHS - Website: Prfessinal Appearance; first impressin Using scial prf in slider Starting t delve int experiential ecmmerce (the crprate stry; the big trend in e-cmmerce) Testimnials (mre scial prf big in digital marketing) n hme page Incrprates a blg Easy navigatin Gd use f highlighted menu items fr benefits The three CTAs are great gd mtivatrs t actin Live Chat Prminent phne number - Reputatin Has a lt f trust in the marketplace - Scial Media (very gd / apprpriate use f Scial Media) Facebk: Gd pst cntent mix Twitter: Attractive; cnsistent LinkedIn: Excellent Pinterest: Excellent (s excellent I wuld play this up n Site) YuTube: Excellent Ggle+: Gd WEAKNESSES - Website: SEO: OFF PAGE Header tags nt used apprpriately (n-page SEO) Text/HTML rati is a little t lw; this is cmmn in ecmmerce but can be crrected using the new experiential marketing best practices XML Sitemap incrrect (this is big and a basic factr in SEO) N Micrfrmats (basic SEO factr) N Dublin Cre (basic SEO factr) N Ge Metatags N feeds

2 2 COMPANY X,Y,Z GAP ANALYSIS Inadequate internal and external hyperlinks Keywrds nt used crrectly (shuld be in title, h tags, URL when pssible even if redirects necessary, and n page) Images missing ALT tags ON PAGE On-Page pretty much nn-existent / nt crrect N bvius pt-in (discunt; lyalty price; adds them t prspect list fr future marketing) Experiential (stry) marketing still a little weak ( Cmpany and sub-menus still a bit hidden; nt develped in categry / prduct pages) Cmpany Stres t hidden IdeaKit t hidden Categry pages shuld have testimnials / real prduct images (f custmers utilizing requires a gd custmer interactin / fllw up prcess) A lt f white space in the left sidebar (prminent area in the study f eye mapping fr e-cmmerce) nt being used (see Prduct pages gd that there is a review ptin but few reviews (again, gd fllw up prcess wuld be required); als n testimnials / experiential elements Site des nt appear t have n-page ptimizatin Blg design is nt mdern Blg desn t display / fllw Ggle authrship guidelines fr SEO Blg psts dn t appear ptimized - Reputatin Only 2 Ggle reviews; definitely need mre (again, cmes frm fllw up prcess) Nt enugh Yelp reviews and ne is negative - Scial Perfect fr Instagram which is becming big fr business and n evidence f use n site; Instagram is als great fr capturing experiential phts t use n site fr prduct and categry pages LinkedIn: N use f shwcase pages yet; these wuld be awesme fr capturing crprate business; als culdn t find any grups created by / managed by cmpany? Needs Ggle My Business prfile (frmerly Ggle Lcal / Places) Needs t be registered in Fursquare BRIEF SUGGESTED FORMULATED IMPROVEMENT PLAN(S) (This is nt meant t be a cmprehensive prpsal but a brief analysis / respnse based n a surface lk. These are just very imprtant, easily-identifiable things that we wuld likely address first.) A cnslidated, multi-faceted marketing plan is needed that incrprates traditinal and digital strategies in such a way that they strengthen and cmpliment each ther. OVERVIEW OF SCOPE:

3 COMPANY X,Y,Z GAP ANALYSIS 3 1) We wuld begin by lking at where sales and leads are nw and then set shrt and lngterm gals based n Executive Team frecasts and prjectins. Marketing is mre frmulaic than mst realize s it is fairly simple t take gals and decnstruct them backwards t determine hw many visits are needed, hw many visitrs, hw many hits, etc. Thse then becme KPIs t be measured at regular intervals. 2) Once the specific KPIs needed t btain gals is identified, then a differential study needs t ccur that specifies grwth increase percentages, etc. These numbers als becme KPIs and can be used fr future frecasting. 3) Develp a clear definitin f USP and Ideal Custmer. Map bth fully. 4) Create an experiential ecmmerce visin bard / stry bard 5) Create r frtify a full branding manual. Fr digital, specifically address style / tne / vice standards. 6) Develp a custmer fllw-up prcess (If there is nt already ne in place. If there is, strengthen with deeper fllw-up: surveys reward fr cmpletin; request phts; request reviews; etc. These are all things that can be used t develp cntent fr Experiential Cmmerce updates / upgrades). 7) Develp a strng cntent creatin strategy fr blg and experiential ecmmerce psitining; imprtant fr SEO and Ggle quality scring. 8) Institute a prgressive scial bkmarking strategy (helps with brand awareness and quality backlinks if dne crrectly). WEBSITE: 1) Add experiential ecmmerce elements (mre phts, case studies, stries, testimnials n internal / prduct pages) 2) Mdernize blg layut / lk; incrprate imprtant best practices and SEO/ Ggle elements 3) Institute sme srt f pt-in t capture leads fr marketing / autmatin 4) (If nt already in place) Institute abandned cart prtcl 5) Increase fcus n IdeaKit 6) Increase marketing f Cmpany Stres (pssible niche / split new / additinal incme stream fr small businesses / schls / clubs?) 7) Address all ther afrementined website weaknesses SEO / SEM / TRAFFIC 1) OFF PAGE: a. The fundatin f the website needs t be rebuilt and frtified. Otherwise, the huse wn t stay standing. This invlves crrecting all the afrementined weaknesses and strengthening the bit that is there. 2) ON PAGE: a. Fcused keywrd research examining branded terms, cmpetitin terms, and hidden high-value terms. i. It all starts with the right keywrds. Yes, yu want t eventually get the big nes (industry, tp-level). But just as imprtant (and easier / quicker / faster results) is t get the nes peple are really searching fr We always like t say it is easier t g put yurself in frnt f existing traffic rather than trying t bring the traffic t yu. The nly way t knw this is thrugh keywrd research.

4 4 COMPANY X,Y,Z GAP ANALYSIS ii. Prper keywrd research tells yu what peple in yur wrdspace are really searching fr and usually, these peple are further dwn the cnversin funnel (and mre likely t cnvert). iii. Thus, research needs t be dne t identify the right keywrds and keywrd phrases that are likely t generate mre traffic and leads quickly. iv. Again, this is a very structured / frmulaic prcess and almst-always cannt be guessed at but rather requires sme extensive investigatin and analysis. (Includes studying current analytics with tls that g beynd Ggle Analytics and a keywrd tl such as Wrdtracker.) b. Once keywrds are determined, they need t be integrated int frnt-end cntent. This is much easier when experiential ecmmerce is practiced. This naturally leads t mre text n page, which gives mre text t ptimize and in actuality, slves a lt f the afrementined issues / weaknesses. c. Existing PPC needs t be examined t ensure that the ads are using the crrect keywrds and that CPC is nt t high fr return. Hw many clicks are turning int sales? Is that being tracked prperly? What is the bunce rate frm PPC? Are ads being tested? (Nte: We wuld nly recmmend using adwrds fr highly cmpetitive search terms that are prven t cnvert at a high level until the SEO factrs are fixed. Ggle gives lwer CPC csts t sites that have rganic SEO factrs in place crrectly.) d. What are ther traffic surces? Is that being tracked? Is the cntent netwrk being used t place ads in frnt f thse surces / streams? 3) Backlinking: a. A backlinking strategy needs t be implemented t acquire high PR / high quality backlinks. A reasnable gal is 10 new backlinks per week frm sites with a PR f 2 r better. i. One way this can be accmplished is thrugh the ffering f cntent / guest blgs / articles with an authr resurce blck. SOCIAL MEDIA 1) Develp a Scial Custmer Care plan (great custmer service puts wrd f muth n sterids in the scial wrld!). Wuld include at minimum, a dedicated Twitter accunt fr custmer care. See: 2) Hld a weekly Facebk cntest 3) Nurture and develp Facebk and twitter fllwing(s) thrugh interactin, sharing, and cmmentary 4) Add Instagram. Use custmer fllw up prcess fr images. 5) Push review generatin / accumulatin (custmer fllw up prcess as well) 6) Register in Fur-Square 7) Institute LinkedIn Shwcases; Grups lead / participate REPORTING In-depth reprts shuld be created / reviewed at least nce per mnth and a dashbard shuld be set up t prvide a high-level snapsht f digital presence / visibility.

5 COMPANY X,Y,Z GAP ANALYSIS 5 Additinally, a specific digital marketing reprt shuld be created that wuld include, but nt be limited t: - SEO structure analysis - Site page rank - Dmain authrity rank - Site cntent syndicatin / mentins - Traffic and traffic acquisitin - Cmmentary and frward strategy CONCLUSION In summary, Cmpany X,Y,Z while very strng and successful in sme areas frm a digital marketing perspective, culd benefit frm dedicated digital marketing attentin. We wuld lve t be that partner fr yu and are sure we culd help yu maximize yur time and minimize yur expenses. Please let us knw if there are any questins regarding the afrementined infrmatin and recmmendatins. We wuld lve t assist yu with this prject!