ONLINE MARKETING STRATEGY
The Current Situation
Online equity crowd funding is a business
model that has steadily gained traction
worldwide, most especially in the European
markets. The majority of online equity crowd
funding platforms in Europe pay great focus
on social media marketing and social media
integration. The equity crowd funding
websites reviewed during my analysis are
mainly geared towards entrepreneurs and
SMEs, with their design streamlined towards
social networking. The re-occurring theme
across Eureeca’s competitors’ websites is
their simplicity of use and ease of navigation.
Equity crowd funding websites
Eureeca uses a diverse range of marketing
methods to promote its brand message.
Marketing methods I identified are as follows
Public Relations
Google Ads: Pay Per Click
Social Media( Presence on Facebook,
LinkedIn, Twitter, YouTube)
Based on my analysis of Eureeca’s current
online presence, a number of issues were
identified that may hinder the progress of
signing up new entrepreneurs and investors
to the online market place.
Website Navigation: The images used
as links to important information on
the homepage are not clearly
identifiable as information gateways.
Users may access your site and miss
some information that may convince
them to register.
Call to Action: The most important
groups in equity crowd funding are
the investors and entrepreneurs.
Eureeca’s website links to the
registration pages for the investors
and entrepreneurs are not profoundly
positioned and are positioned beside
links to registering lower priority
groups, experts and partners.
Conversion Elements: There is a lack
of strong elements on the Eureeca
homepage which can convince site
visitors to convert to registered users.
Social Media: The Eureeca website is
inadequately integrated with popular
social networking sites. The links to
your Facebook and Twitter are
positioned awkwardly on your home
page and there is no link to your
YouTube channel and LinkedIn.
Online Video: Eureeca’s use of
YouTube is inadequate, with only one
video currently on your YouTube
channel devoid of call to action links.
Proposed Online Marketing
Strategy
Website Redesign: The Eureeca website
needs to be redesigned to give it a look and
feel that will be attractive to its target
audience who are mostly young and middle
aged entrepreneurs. The website navigation
design should be simplified and more
accessible. The links to information should be
very obvious and visible to the site visitor’s
eye.
Well designed equity crowd funding websites
Links to Investor and entrepreneur
registration pages should stand out and be
clearly accessible to the users.
A conversion element should be added to the
homepage, for example a scrolling banner
showing current investment opportunities on
the market place. This kind of feature will
entice entrepreneurs and investors to sign up
and it will give your site a disposition of
openness.
Social Media: It’s important for an online
crowd funding platform to use the potential
of social media in order to boost your
marketing drive and promotional endeavours.
In order to harness the power of social media,
the following actions should be taken.
Facebook Advertising: With over one
billion active users, Facebook is a
huge marketing channel which can be
used to promote the Eureeca website
to your target audience. One great
benefit of using Facebook Advertising
is that targeted users can be
converted to business page fans
which will enable Eureeca to engage
frequently with potential
entrepreneurs and Investors.
Social Media Integration: The
Eureeca website should be fully
integrated with popular social
networking sites. Every page on the
website should have a social
networking share button to
encourage users to share information
on the website with their friends and
family.
Social networking login functionality
should be embedded to the
registration pages to give site users
the choice of sign up options.
Video Advertising: Online video
advertising can be effectively
employed to build brand awareness,
to bring more traffic to your website,
to act as a PR channel and to attract
users to register
Eureeca’s promotional videos should
be advertised on popular video
sharing sites such as YouTube, with a
clear call to action link embedded in
the video.
Data Analysis & Reporting: To understand
how your website and social media channels
are performing, a regular analysis of your
website and social media data should be
conducted. An example of high priority KPIs
that should be analysed regularly are as
follows.
Site visits / impressions
Bounce-rates
Repeat visits
Registrations
Connects/“likes”
No. of subscribers on YouTube
Number of views on video sharing
sites
About The Author
Michael Chinwuba is a consultant at
SpreadBox Ltd. Michael has extensive
experience in mainstream television
broadcast production and communications
technology having worked for prestigious
broadcast media giants BSKYB and Virgin
Media.
Michael has also worked as a consultant for
technology consulting firm BAE Systems
Detica where he managed major projects
involving strategic marketing and creative
social media implementation and delivery for
leading commercial companies.
Michael has a passion for providing clients
with strategic advice on how best to utilize
video and social media marketing applications
to boost their online presence and increase
revenue.
Michael has attained a Bsc in Computer
Communications from the University of
Westminster and an Msc in Business
Management from Imperial College London.
About SpreadBox
SpreadBox is a social media marketing
consultancy which specializes in producing
high definition online videos and custom built
social network profile pages to enable
businesses to effectively promote their
services and identity across social media
networks. We use high quality video recording
equipment to capture the best shots possible
for your web video.
We assist organizations in developing a
strategy on how to reach out to new
customers and to communicate with their
existing customer base through social media.
We also design and implement simple,
engaging and social media friendly websites.
Website: www.spreadbox.co.uk
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