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LULU*S
Digital Marketing
Strategy
Emily Lindemann
ADV 420 Spring 2015
Target Audience
20’s
women
fashion forward
tech-savvy
Goals + The Campaign
Increase brand
awareness
Increase in web
site traffic by
30%
Boost sales by
15%
Increase blog traffic
by 20%
$15,000
April – October
Social media
Blog
SEO
Inbound Marketing
Measured by KPI
Tools & Tactics
Heavy social media advertisement
Unique content for each social media
platform
Give www.lulus.com visitors option for
email blasts, will receive 30% off next
purchase
Send out weekly newsletter with new
products, ‘just because’ coupons, some
blog content
Pinterest Pin boards
Inbound Marketing
Post exclusive offers, new
arrivals, and photos to
Facebook, get viewers to
‘like’ our page.
#ShowUsYourLulu
Winners also posted on
blog page and win a gift
card
$2,000
Search Engine Optimization
Incorporate latest seasonal clothing styles in the title,
meta description and anchor text
April: ‘graduation dress’
June: ‘halter crop top’
September: ‘burgundy oversized sweater’
$2000-$6000
LULU*S blog
Content successfully complements its products; tailors content to target
audiences needs and interests
Fashion, beauty, links to buy products, latest pop culture gossip
Connect with popular fashion bloggers
KPI
Social interaction KPI will measure the success of the
social media tactics
Measures success of inbound marketing
Measures website and blog traffic
Success?
Is the success equivalent to amount of money spent?
Measure sales in the end of the first quarter and again
and halfway through the fourth quarter
Compare the number of people signed up for email
newsletters prior to start of campaign until end of
campaign
Measure overall profit increase YTD
Resources
Photographs were taken from LULU*S Instagram page,
blog, and home page
Social media widget images and LULU*s logo were taken
from Google Images

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ADV 420 LULU*S digital marketing strategy

  • 3. Goals + The Campaign Increase brand awareness Increase in web site traffic by 30% Boost sales by 15% Increase blog traffic by 20% $15,000 April – October Social media Blog SEO Inbound Marketing Measured by KPI
  • 4. Tools & Tactics Heavy social media advertisement Unique content for each social media platform Give www.lulus.com visitors option for email blasts, will receive 30% off next purchase Send out weekly newsletter with new products, ‘just because’ coupons, some blog content Pinterest Pin boards
  • 5. Inbound Marketing Post exclusive offers, new arrivals, and photos to Facebook, get viewers to ‘like’ our page. #ShowUsYourLulu Winners also posted on blog page and win a gift card $2,000
  • 6. Search Engine Optimization Incorporate latest seasonal clothing styles in the title, meta description and anchor text April: ‘graduation dress’ June: ‘halter crop top’ September: ‘burgundy oversized sweater’ $2000-$6000
  • 7. LULU*S blog Content successfully complements its products; tailors content to target audiences needs and interests Fashion, beauty, links to buy products, latest pop culture gossip Connect with popular fashion bloggers
  • 8. KPI Social interaction KPI will measure the success of the social media tactics Measures success of inbound marketing Measures website and blog traffic
  • 9. Success? Is the success equivalent to amount of money spent? Measure sales in the end of the first quarter and again and halfway through the fourth quarter Compare the number of people signed up for email newsletters prior to start of campaign until end of campaign Measure overall profit increase YTD
  • 10. Resources Photographs were taken from LULU*S Instagram page, blog, and home page Social media widget images and LULU*s logo were taken from Google Images