Bulbtronics Marketing Plan...SearchEngine,Optimization 14 •...
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Digital Marketing Plan 5/13/16 Prepared by TJ Muro
Transcript of Bulbtronics Marketing Plan...SearchEngine,Optimization 14 •...
Digital Marketing Plan
5/13/16Prepared by TJ Muro
Overview
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Current State of Marketing
X Company’s current marketing plan includes:
• Trade Print• Email Blast Promotions • New Ecommerce Website with Learning Center (blog) • Social Activity to Share Industry News and Events• Branded Search
Industry Sector orders generate the most revenue/sale
• $600 Tech• $220 Industrial• $190 Onsite
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SWOT Analysis
OPPORTUNITIES • Untapped markets
- Global Marketplace- Consumer
• Data mine database – providing relative and new information
• Grow sales online with new website
THREATS• Competitive pricing• Low online presence to date• Grey Market low cost/low quality products
coming from overseas
WEAKNESSES• Challenges with new website development
and old website functionality • Having inventory on hand in a changing
market• Needs to be faster in making sure prices are
current and refreshed• Lack of targeted content for marketing• Low awareness in certain areas
STRENGTHS • One-‐stop shop• Exceptional customer service• New website • Language capabilities – Spanish,
French, Chinese, Portuguese, Greek, Arabic
• Leader in entertainment lighting and supply
• 0 energy and design capabilities
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What We Need to Do in 2017
Break into the online lighting market
Build brand awareness 1
2
3 Increase website sales and conversion
Marketing Plan Activation
June – December
Introduce New Company
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Break Into Online Market
September – December
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Increase Website Sales and Conversion
January 2017
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Introduce NEW Company
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Introduce New Company
› Corporate Profile – Tell compelling history of company and union with 0 energy › Press Release › Trade Pub Ads › Emails – Announcement to all email lists
• Company current customers • 0 Energy customers
› Direct Mail – To clients who have conducted business within the last year› Website – Pop-‐up window with announcement › Social – Social network cover images and posts on all networks › Collateral – Business cards and pamphlets by vertical› Paid Search – Branded search with adjusted ad copy to introduce new name › Website – New “About Us” page explaining new organization › Trade Show Booth Design
Messaging Activity Overview
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Introduce Company1
Based on plan approval date of May 1st
TACTIC APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR
LAUNCH ACTIVITIES
Press Release
Social
Website Pop-‐Up
Website “About Us” Page
Paid Search
FOLLOW-‐THROUGH ACTIVITIES
Direct Mail
Trade Pub Ads
Trade Show Booth
Trade Show Collateral Cinegear Live Design CabSat
Breaking Into Online Market
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Breaking Into Online Market
A Be found organically
B Create visibility with online shoppers
C Stay top-‐of-‐mind with current and potential customers
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Breaking Into Online Market
A Be found organically
B Create visibility with online shoppers
CStay top-‐of-‐mind with current and potential customers
SEO
Google Shopping
Remarketing
Search Engine Optimization
Search Engine Optimization
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• With the advancements in social media, more refined crawl-‐bots and backlinks qualifiers, SEO optimizations are becoming more about the user than ever before.
• Based on the new search engine algorithms, we can estimate the ranking factors to fall into the four major buckets, with the weight that each tactic holds against your site’s rankings.
Overview
40%
7%
34%
19%
Organic Ranking Factors
Backlinks
Social
Content
Technical
Technical and On-‐Site SEO
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Strengthen the organic performance of Company.
– Technically sound site when crawled by search engine bots. Will include both monitoring and actions needed from the following:• Website Crawl Reporting• Page Speed Analysis and Recommendations • Keyword Ranking Performance• Technical issues
– Grade on-‐site content against high volume search terms, ensuring page is indexed as a top search result. This may also include additional landing pages.• On-‐Site Content Page Grading • Landing Pages Per Vertical (3/mo.) • Monthly Audit and Page Ranking Reports • Optimize Current Content
Ranking Factors
Content+ Tech
53%
www.Company.Com
Entertainment
• Staging • Live
Performance• Production• Theater• Events
Landing Pages to Capture SEO Opportunities
Scientific& Medical
• Hospitals• Doctors’
Offices• Scientific
Research Facilities
Industrial Specialty
• Bulbs That Go Into Equipment
• Appliances• Task Lighting
Batteries
• Applications • Value • Industries • Quality
O Energy/Customs
• Manufacturer • Design • Capabilities • Examples
0 energy Consumer
• LED Strips • Energy-‐
Efficient Bulbs• Home • Outdoor
Commercial
• Hotels• Casinos• Commercial
Facilities • Transit
Export
• Global Markets
• Middle East • Caribbean
Google Shopping
Google Shopping – What Is It?
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Google Shopping allows shoppers to quickly and easily find your product listings on Google.
• Attract more potential buyers. Google Shopping helps you to reach shoppers while they are searching for items to buy on Google.
• Control your product information. With Google Shopping, you can maintain the accuracy and freshness of your product information, so your customers find the relevant, current items they're looking for.
The power of prime shelf space online
Google Shopping – How It Works
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1. Inventory of all products.
2. Upload product information in .csv file Google AdWords.
3. Product ads are delivered based on keyword search relevancy.
4. You can dictate how much Google Shopping costs by increasing or decreasing your daily budget and your PPC bids.
Google Shopping: Search Market Landscape
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Desktop queries grew by 1% while Mobile queries grew by 44% and Tablet searches grew by 2% YoY in the same period 2.5% Avg. CTR for PPC with the highest ROI in Mobile Space
Queries grew by 15% in Q4 2015 in theEnergy Efficient Light Bulbs Category
Google Shopping: Search Market Landscape
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Energy-‐Efficient Light Bulbs:Q4 2015 Auction Metrics
Source: Google internal search data, based on pre-‐categorised queries for the Energy Efficient Light Bulbs. Note: In-‐quarter metrics for Query Volume and Ad Depth are only available.
Competitive Paid Search
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• Estimated Spend -‐ $70,653/mo.• Estimated AdWords Traffic – 42,205/mo. 1,000bulbs.com
• Position Company as a Strong 2nd Player Company
Bulbs.com
Stagelightingstore.com
Wholesale-‐leds.com
› Based on our competitive analysis tools, it appears that all Company competitors spend significantly less than 1,000bulbs.com
› Great opportunity for Company to take the #2 spot
Maximize Your Visibility in Search Results
Source: Google Think Insights - November 2013 looking at the Milward-Brown study measuring shoppers and natural search behaviors
Consumers exposed to both text and Product Listing Ads (PLAs) are more likely:
Remarketing Display
General Remarketing
Recommendations• Re-‐engage visitors with abandoned shopping carts. • Up-‐sell or cross-‐sell to existing customers that have
previously converted, but may be interested in other products.
• Reach customers within a certain time period after they completed a purchase.
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Overview ─ Remarketing helps you reach people who have visited your website. Previous visitors or users can see your ads as they browse websites.
Company New Products!
Dynamic Remarketing
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Enter dynamic creatives: Dynamic, personalized ads that boost retargeting performance.
A user visits a page (or product) on the site, doesn’t purchase, and is served the product in a creative ad unit on other sites they visit.
• Across the web and Facebook, we’ve seen dynamic ads provide a 44% lift in ROI and a 115% increase in CTR.
• Required: A minimum of 40,000 unique users and access to product feeds.
With the recent explosion in online advertising, today’s consumers are exposed to an exponential boom in digital display ads. But 80% of consumers say that the last ad they saw wasn’t relevant to them.
Email Remarketing
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SendRoll allows you to seamlessly retarget your site visitors with automated emails featuring product recommendations tailored to browsing behavior ─ in the same way that you can already retarget on social, mobile, native and the web through AdRoll.
• Email remarketing uses the same website behavior analysis and dynamic product recommendation technology that we’ve recommended for web retargeting, and also complements the leading email platforms like MailChimp, HubSpot, and Constant Contact, among others.
• Average open rates stand at more than 50% and average click-‐through rates on these emails are above 10%. That’s two-‐to-‐three times the performance of standard email blasts.
• Spend will vary based on cookied users.
1st A shopper visits your site but leaves before making a purchase.
2nd Later, SendRoll triggers an email.
Break Into Online MarketStrategy
Break Into Online Market2
TACTIC APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR
SEO -‐ Tech + Content
Google Shopping
Remarketing
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Potential Goals
GOAL 1Boost sales in the next quarter by X%. KPIs include sales, conversion rate, site traffic.
GOAL 2Increase online sales conversion rate by X% in the next year. KPIs include conversion rate, shopping cart abandonment rate, associated shipping rate trends, competitive price trends.
GOAL 3Grow site traffic by X% in the next year. KPIs include site traffic, traffic sources, promotional click-‐through rates, social shares, bounce rates.
GOAL 4Positive ROI By Vertical
• (X) Entertainment Cost per Acquisition (CPA) • (X) Medical (CPA) • (X) Industrial/Commercial (CPA)
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Monitoring Procedures
Key Performance Indicator (KPI) Examples:
Sales • Weekly, monthly, quarterly, and annual sales• Average order size• Average margin• Conversion rate• Shopping cart abandonment rate• New customer orders versus returning customer sales• Cost of goods sold• Total available market relative to a retailer's share of market• Product affinity (which products are purchased together)• Product relationship (which products are viewed consecutively)
• Inventory levels• Competitive pricing
Marketing• Site traffic• Unique visitors versus returning visitors• Time on site• Page views per visit• Traffic source• Day part monitoring (when site visitors come)• Newsletter subscribers• Facebook, Twitter, or Pinterest followers or fans• Pay-‐per-‐click traffic volume• Blog traffic• Number and quality of product reviews• Brand or display advertising click-‐through rates
In year one of plan activation, we can start to explore and define benchmarks
Investment Recommendations
Marketing Investment Proposal
All figures are $(000)*Approximate costs. Additional fees based on work performed outside of original scope of project.
Tactic Set Up Monthly Fixed Monthly Media Cost Variable Year 1 Total
INTRODUCE Company
Press Release + Distribution
Email (2 -‐ Company + 0 energy)
Trade Pub Ads
Direct Mail
Website -‐ Pop-‐Up Announcement
Website -‐ About Us page
New Collateral -‐ per trifold brochure
Social
Paid Search
Program Total
GROW ONLINE SALES
SEO -‐ Tech. + Onsite Content
Landing Pages
Remarketing
Google Shopping
Program Total
Marketing Investment – Introduce Company
All figures are $(000)*Additional fees based on work performed outside of original scope of project
Press Release • Concept and copy• Distribution
Emails• 2 creative units
- Company list email - 0 Energy list email
• Design, copy, coding
Trade Pub Ads • 1 creative unit • Concept, copy and design• Does not include media costs
Direct Mail• 1 creative unit • Concept, copy and design • Printing and mailing not included
Website -‐ Pop-‐Up Announcement • Design, copy, coding
Website -‐ About Us Page• Concept, copy and design
New Collateral • Concept and design • 4 trifold brochures by vertical
• Entertainment • Industrial • Medical / scientific • Manufacturers
Social Creative • Concept, copy and design• Two posts to be promoted • Does not include media costs
Paid Search • Ad strategy, copy, activation
Marketing Investment - Break Into Online Market
All figures are $(000)*Additional fees based on work performed outside of original scope of project
SEO -‐ Technical and Onsite Content • Concept, copy and design of
Landing Pages• Does not include web development• Technically sound site maintenance
Google Shopping• Campaign set up • Ad strategy and activation• Campaign management
Remarketing • 1 creative concept per month• 3 ad unit sizes • Media buying • Campaign management • Does not include media costs
THANK YOU!
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APPENDIX
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Social Remarketing Paid Search Trade Shows/PubsOrganic Search
Increase Website TrafficBrand Story
Online Presence
Inbound/SEOThought Leadership
Community EngagementDrive Traffic to SiteProduct Awareness
Engage Interested BuyersHighly Targeted
Improve Sales AttributionBrand AwarenessStay Top of Mind
Drive SalesIncrease Web Traffic
Improve Search ResultsTarget Competitors
Reach New Customers Showcase Products
Introduce Company Brand AwarenessProduct Offering
Relationship BuildingTarget Audience Reach
Recommended Components
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Break Into Online Market – Phase 3
Add-‐on’s to increase online sales
› SEO ─ Blog + Inbound › Dynamic Retargeting › Branded Search› Google Display (GDN)› Facebook Ads
Increase Website Sales and Conversion
3
January 2017
Inbound Marketing – SEO (Continued)
Backlinks + Social
47%
Inbound Marketing
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Inbound Marketing Program • Blog content will be designed so that it can be indexed by Google to drive traffic
naturally to the site.• Composed of engaging topics which will resonate in social media and other channels
to acquire shares and backlinks.
Social Media Advertising • Most cost-‐efficient and relevant way to gain awareness behind the content being
produced and targeted to your specific audience.• Major ranking factors used by search engines.• Two promoted posts on social per month – includes post set up.
Remarketing • Blog content can be repurposed into remarketing ads (e.g., “Don't forget to download
our whitepaper”), creating opportunity to capture lead data.
Ranking Factors
Inbound/SEO
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Inbound Marketing Process:
Social Media AdsSEO
Blog Content
Landing PagesCalls-‐to-‐ActionNewsletter
Guides/Studies
EmailRemarketing
CRM Lead ScoringSMSTrunk
Shows/Events
Social MediaEmail
Blog ContentReviews
ATTRACT CONVERT CLOSE DELIGHT
STRANGERS VISITORS LEADS CUSTOMERS PROMOTERS
Inbound/SEO -‐ Content Ideas
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Company ON DISPLAY
• Showcase Company in theaters, in hotels and casinos, and for special projects.
• Dynamic, engaging, blog style “case studies” that feature images and customer quotes about the difference Company made to them.
• Spotlight specialized custom products created by Company.
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INDUSTRY INSIGHTS
• Discuss topics of interest to B2B and B2C consumers.• Incandescent vs. LED• The potential of plasma• Graphene• Intelligent Lighting
• FAQs• Answer common customer questions.
• Leverage social to engage audience to share questions they may have.
Inbound/SEO -‐ Content Ideas
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BEHIND-THE-SCENES
• Share behind-the-scenes peeks at Company at global events.
• #Cabsat2016 in the Dubai World Trade Center, Stage Lighting Super Saturday, Tradeshow
Inbound/SEO -‐ Content Ideas
Social
Advertising on LinkedIn
LinkedIn Sponsored Updates– Reach B2B audiences through
targeted ads:• Geo-‐targeting• By job title • By industry
LinkedIn Text Ads – Can link to a LinkedIn profile or
website.– Target by industry, job title and more.– Set budgets (the max spend per day):
• Pay-‐per-‐click (CPC)• Pay-‐per-‐1,000 Impressions
(CPM)
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Target Audience
1.4 MM Business Professionals
Job Titles
- Purchasing Manager, Senior Purchasing Manager, Engineer, General Manager, Builder, Facilities Manager, Facilities Engineering Manager, Senior Facilities Manager, Electrician, Master Electrician, Chief Electrician, Purchasing Agent, Lighting Designer
Advertising on Facebook
Facebook Lead Gen Ads– Mobile-‐focused ads.– Quick, privacy-‐safe means for customers to
share their name and email to receive more information from a brand.
Clicks to Website Ads– Drive users to website and can be used to
increase traffic to product pages and special landing pages.
Promoted Posts – Enable content shared on a brand’s Page to
be visible to not only current followers of the Page, but targeted prospective fans.
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Company New Products!
• Can account for 50% share-‐of-‐voice in the daily estimated reach in Facebook itself based on budget. B2B can work in Facebook.
• Maersk, the freight company, has nearly 2.5 million Facebook fans along with posts that garner 6K post engagements. This is a great case study showcasing that with 1 billion people on Facebook, there’s a place for B2B too.
• Targeting by job title, estimated spend would be $6,400 to hit 50% SOV. FB’s estimated daily reach with that budget is 100,000 – 240,000 users per day. ($3,200 = 80,000 – 210,000 users)
• For Lead Gen ads, $6,400 would get you 65,000-‐170,000 users per day. $3,200 would get 60,000 – 160,000. $1,600 would get 32,000 – 85,000. $800 would get 18,000 – 49,000.
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Advertising on Facebook
Paid Search
Paid Search -‐ GeneralOverview – Using Google and Bing search platforms to advertise on brand terms reinforces brand messaging and supports a positive brand experience for users.
Brand Campaign Framework – Create a brand campaign that will focus on driving brand awareness and purchases on Company.com.
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Keyword Targeting:
• Words and phrases used to help you reach only the most interested people, who are more likely to become your customers.
• Keyword set will include variations of Company and Company keyword terms
• Geo qualifiers will be added to keywords to show relevance around brick and mortar stores (e.g., Company farmingdale, Company nevada, etc.).
• Long tail brand keywords will also be used to associate key products to the Company brand.
Paid Search -‐ General
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Brand Keyword Segments Sample Keywords
ü Brand Focusü Product-‐Based ü Location-‐Specific
Creative Messaging
• Used to entice potential customers to click through to your website to complete a conversion action. • How will potential customers be engaged to click on Company creative text ads?• Include a registered trademark next to brand name in copy text.• Use 'Official Site' designation in the ad copy if you are a manufacturer of products.• Add location extensions to make it easier for potential customers to find your brick and mortar stores.• Add site link extensions to increase your ads real estate on the page.• Use callouts and structured snippets to display additional information about your products and services.• Include merchant review extensions which feature reviews from reputable third parties.
Trade Shows/Pubs
Trade Shows
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All material looks and reads like it comes from one company, while at the same time, well-‐thought-‐out distinctions can be made between products and services. • Collateral – Brochures, flyers,
business card, new corporate ID.
• Booth design will include brand colors, brand messaging and supplier logos.
• 10 x 10 booths + 10 x 20 designs
Trade Publications
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Print advertising to introduce Company in trade publications such as PLSN pub, Live Design, Light and Sound America, Stage Directions.
ü Print Ad Design ü Publication Email Design ü Introduce Company
