Crunch online inbound_marketingproposal

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Crunch online inbound_marketingproposal

  1. 1. Website Analysis presented by: Jennifer L. Pricci 646.246.5176 jennifer@jenniferpricci.comJennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  2. 2. Analyzing UsabilityPerforming a complete website review is rarely easy. Ive found that you canstart a site analysis intending to spend just a few minutes looking over it onlyto find that it quickly spirals into a multi-hour marathon of research. Completewebsite reviews can be time consuming and often produce many more hoursof work beyond that.One of the problems is that people tend want toskip right to search engine optimization forgetting that users matter. Many Website Analysispeople want to rush into the marketing without realizing that the website itselfis part of the marketing process.You dont have to have a perfectly usable site in order to rank well in searchengines, but it is increasingly difficult to rank a site without a strong usability presented by:focus. Jennifer L. Pricci 646.246.5176Let’s do a quick usability scan… jennifer@jenniferpricci.com Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  3. 3. Key Observations• Website Design Crunch.com is user-friendly and the overall design is clean. There is a lot of valuable content on Crunch.com which makes overcoming the challenge of clutter difficult. Crunch.com successfully does this. However, because there is so much good content some of it has become buried by multi-tiered navigation. The goals of this website should be clearly defined and the online tools which accomplish these goals should be highlighted.• Website navigation Site wide navigation, including top, bottom and side navigation, is user-friendly and allows visitors to find what they are looking for. To increase readability I recommend increasing point size where possible.• Content The content of your website is your #1 sales tool. Content weighs heavily both in terms of how users interact with your website as well as how visitors are able to determine what you offer and what each page of your website is about. The site is clearly written for visitors and provides detailed information about what the Crunch membership experience is. Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  4. 4. Key Observations continued• Home Page Your home page is the single most crucial page of your site. It is essentially your store front. Your home page should identify your site and direct your visitors to the most important information, the information they are most likely coming to your site for. The site can benefit from a bit more focus driving users more readily to conversion areas. In addition the Crunch NO JUDGEMENTS motto should somehow be incorporated.• About Us Page Visitors that find their way to your About Us page tend to have a higher conversion rate than those that don‘t. The About Us page is buried in the footer navigation. The site could benefit bringing About Us into the top nav bar. This is particularly important to drive the NO JUDGEMENTS brand positioning.• Contact Us Page The Contact Us page could be considered the absolutely most important page on your site. Even if the rest of your site succeeds in the goals, if visitors fail to find the information they need to contact you then you will bring their experience to a screeching halt. Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  5. 5. Key Observations continued Where Crunch.com successfully incorporates a highly visible locations map on the homepage as well as several links to contact information, there is no Contact Us nav item which is best practices and something users expect. I recommend including a Contact Us nav item that links to http://www.crunch.com/Locations.aspx•FAQs PageBuilding a FAQs page enhances your visitors experience, giving them much needed information andpossibly saving them a phone call. Keep these pages focused on providing information that isntavailable anywhere else and make sure they are easy to find and easy to read.•Site MapsSite maps provide a dual purpose: They provide search engine spiders easy access to all of your sitepages and they provide site visitors easy access to all of your site pages. Incorporate a site map thatis current and easy to find.•Audience EngagementCustomer engagement goes beyond just getting the customers attention, you must keep theirattention. This can be done by providing your visitors near immediate gratification.Use of flash, video and blogs is excellent Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  6. 6. Analyzing Marketing EfficacyWebsite marketing recognizes that the greatest likelihood of selling yourproducts/services exists with a targeted, well-qualified, motivated buyer.Your website offers the most cost effective, direct route to a qualifiedlead/sales opportunity. However, the Internet is a very fluid landscape onwhich to build your marketing. On a very regular basis, search engines,directories, and linking partnerships are consolidated, change their method ofinclusion or disappear entirely.Let’s explore marketing efficacy… Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  7. 7. Marketing Goals Get Found• Begin optimizing for better keywords to drive more qualified traffic to Crunch.com• Find and join the web conversations related to Crunch and Fitness Convert• Turn Crunch.com traffic into qualified leads for sales• Cultivate qualified leads with warming strategies over time Analyze• Track the progress of your efforts• Compare Crunch progress against how competitors are doing Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  8. 8. Get FoundMaking it easy for the best prospects to find Crunch online Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  9. 9. Let’s Get Found! Getting found is all about creating, optimizing and promoting remarkable content. Why do it?• So that Crunch shows up when prospects search for products or services like yours via Google, Bing, Social Media or other channels.• Whether someone searches for a service, advice or even entertainment, these tools will help put Crunch, Crunch Team Members and the Crunch Brand front and center in the results of their online research. The Crunch Get Found Checklist Keyword Research Blogging Social Media On-page SEO Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  10. 10. Keyword Research• Identify keywords that are easier to rank for and highly related Crunch• Avoid keywords that are difficult to rank for or are unrelated to Crunch• Track your progress for your favorite keywords Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  11. 11. Exploring Crunch Keywords When performing Keyword Research, explore these metrics…• Relevance A subjective metric based on all keywords identified and how they relate to Crunch.com efforts• Monthly Searches Number of times each month the keyword/keyword phrase is searched for in major Search Engines; Google, Yahoo, MSN and Bing• Difficulty Based on monthly searches and competitor activity, how difficult it would be for Crunch.com to significantly increase SER for the specified keyword/keyword phrase• Visits Use analytics to determine how many visits each month the keyword/keyword phrase drive to Crunch.com• Crunch Rank Current SER for specified keyword/keyword phrase• Cost Per Click Informs PPC strategy• Rank Change Monitor Crunch Get Found strategy by watching your changes in SER• Previous Rank Date Similar to Rank Change; informs progress monitoring. Useful for assessing efficacy of complementary marketing initiatives Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  12. 12. Keywords that are easier to rank for… Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.comHow relevant are these keywords to Crunch? Informs progress monitoring
  13. 13. Keyword ResearchJennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  14. 14. Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  15. 15. Blog Strategy• Create an attractive, easy-to-maintain blog for Crunch Crunch has effectively created blogs that speak to varied target audience interests: – Will Exercise for Food – Group Dynamics – The Training Ground• Integrate social media share-buttons into your blog Crunch has effectively integrated a Share Tool on each and every blog page Recommendation: – Embeddable Tweet and Share buttons increase visibility• Optimize your blog posts with keywords Recommendation: – Create optimized hyperlinks within your blog content that link to interior pages Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  16. 16. 120tweets BEFORE I’m not standing in the group fitness studio and there aren’t any pieces of fitness equipment, exotic or mundane at my feet. For a group fitness class, in my experience anyway, this is fairly novel. What I am doing, is standing on a treadmill in the area of the gym that I always refer to as the ‘cardio area’ (I’m not sure if there’s another name for it, a better name for it, a more descriptive name for it, but it’s the place where all the machines that make you go sweat, sweat, sweat, pant, pant, pant live) and, as such, not specifically designated for group fitness. That’s okay, however, because Crunch is about taking your thinking outside of the box when it comes to working out and this is no different. The class is Tread N’ Shred and as we prepare to get underway, our instructor has each of us mount a treadmill within a general cluster. Once everyone is aboard, we’re off, warming up at a moderate pace for a few minutes before kicking things into a higher gear. ‘Higher’ being the operative word as we move right into a climb, slowly nudging both our speed and incline ever upward. Each minute that goes by, we’re instructed to – if we can – make things steeper. Ultimately we max out at 12 (mind you we started at 2), which, Spinal Tap fan that I am, is one higher than I ever thought you could go. With our climb over, we move into ‘side steps’, which are exactly what they sound like. We turn first to our right and, with both the incline and speed brought back down to humane levels, run in a motion that’s lateral. Which takes a little getting used to. Again, just to keep things fun, we ratchet the incline back up at 60 second intervals. We’re encouraged to use the treadmill’s rails if need be, and I find that need does be. Once we’ve worked our right sides for about five minutes we then work our left sides. We finish the workout with sprints, which involve 15 seconds of a sort of resting pace and 45 seconds of going all out, which we’re told should be anywhere from 6 mph to 8 mph. I used to us the treadmill a lot and 6 mph was a speed I’d stay at for the bulk of my workout. It got me good and sweaty, but I was feeling ambitious. So, when it was time to spike up the speed, I went for the big 8. At first I felt Gazelle-like, however, that euphoria was short lived and, coming into the final seconds of the workout, I was absolutely spent. But in a good way. In closing: Obviously, if you enjoy running on a treadmill, this workout is right up your alley. But, conversely, if you’ve always avoided treadmills, say because you find they don’t, inanimate as they Jenniferare, engage330 Shore Drive Unit F6 Highlands NJ 07732 646.246.5176 workout some L. Pricci you enough, I think you might like having an instructor there to give the jennifer@jenniferpricci.com      www.jenniferpricci.com razzle-dazzle. And, given that this class is only thirty minutes long, it’s easy to squeeze into your day.
  17. 17. 120tweets AFTER I’m not standing in the group fitness studio and there aren’t any pieces of fitness equipment, exotic or mundane at my feet. For a group fitness class, in my experience anyway, this is fairly novel. What I am doing, is standing on a treadmill in the area of the gym that I always refer to as the ‘cardio area’ (I’m not sure if there’s another name for it, a better name for it, a more descriptive name for it, but it’s the place where all the machines that make you go sweat, sweat, sweat, pant, pant, pant live) and, as such, not specifically designated for group fitness. That’s okay, however, because Crunch is about taking your thinking outside of the box when it comes to working out and this is no different. The class is Tread N’ Shred and as we prepare to get underway, our instructor has each of us mount a treadmill within a general cluster. Once everyone is aboard, we’re off, warming up at a moderate pace for a few minutes before kicking things into a higher gear. ‘Higher’ being the operative word as we move right into a climb, slowly nudging both our speed and incline ever upward. Each minute that goes by, we’re instructed to – if we can – make things steeper. Ultimately we max out at 12 (mind you we started at 2), which, Spinal Tap fan that I am, is one higher than I ever thought you could go. With our climb over, we move into ‘side steps’, which are exactly what they sound like. We turn first to our right and, with both the incline and speed brought back down to humane levels, run in a motion that’s lateral. Which takes a little getting used to. Again, just to keep things fun, we ratchet the incline back up at 60 second intervals. We’re encouraged to use the treadmill’s rails if need be, and I find that need does be. Once we’ve worked our right sides for about five minutes we then work our left sides. We finish the workout with sprints, which involve 15 seconds of a sort of resting pace and 45 seconds of going all out, which we’re told should be anywhere from 6 mph to 8 mph. I used to us the treadmill a lot and 6 mph was a speed I’d stay at for the bulk of my workout. It got me good and sweaty, but I was feeling ambitious. So, when it was time to spike up the speed, I went for the big 8. At first I felt Gazelle-like, however, that euphoria was short lived and, coming into the final seconds of the workout, I was absolutely spent. But in a good way. In closing: Obviously, if you enjoy running on a treadmill, this workout is right up your alley. But, conversely, if you’ve always avoided treadmills, say because you find they don’t, inanimate as they Jenniferare, engage330 Shore Drive Unit F6 Highlands NJ 07732 646.246.5176 workout some L. Pricci you enough, I think you might like having an instructor there to give the jennifer@jenniferpricci.com      www.jenniferpricci.com razzle-dazzle. And, given that this class is only thirty minutes long, it’s easy to squeeze into your day.
  18. 18. Social Media Strategy Find conversations about Crunch and the Fitness, Health and Wellness industries Crunch has effectively created profiles on:•Facebook•Twitter•LinkedIn•Foursquare Recommendation:•Track relevant conversation throughout the social media-sphere•Join these conversations to earn respect and create buzz•Comment on interesting articles, then post the article to Twitter or Facebook Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  19. 19. Social Media SearchSocial Mention is a social media search and analysis platformthat aggregates user generated content from across the webinto a single stream of information.It allows you to easily track and measure what people are sayingabout Crunch, Crunch services, Crunch member experience, orany topic across the webs social media landscape in real-time. SocialMention monitors 100+ social media properties directly including:Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.Visit www.socialmention.com to get started! Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  20. 20. Drill down by forum Drill down your search by sentiment Excellent for reputation management Drill down your search by keyword Excellent for enhancing visibility surrounding topics you choose and keywords you’re targeting Drill down by “handle” Drill down by hashtag Designator for main topic A truly targeted metricJennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  21. 21. Basic On-Page SEO Checklist• Keywords in <title> tag• Keywords in URL• Keyword density in document text NOTE: Keyword density of over 10% is suspicious and looks more like keyword stuffing, than a naturally written text.• Keywords in anchor text• Keywords in headings (<H1>, <H2>, etc. tags)• Unique content and frequency of content change• Keyword-rich URLs and filenames• Sitemap• Site size NOTE: Spiders love large sites, so generally the bigger, the better. However, big sites become user-unfriendly and difficult to navigate, so keep user experience in mind. Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  22. 22. Thought Starters… The majority copy on this page is flash based. Where you will always Confirm anchor text, want to headlines, bold/strong Rank #1 for the term Crunch. text, img alt tags, and This is one of the simplest ways to are all even title tags increase your SER… included in Flash code. Optimize your Page Title with other Keywords you’re targeting.SEO is an ongoingCrunch – state-of-the-art something you do once and ignore, Try process, it is notrather efforts must be New York, Los for the life of the website. SEO rules and gyms in maintainedrank are constantly changing San Francisco of SEO is a fine, congenital process. Angeles, Miami, and the art Confirm:Webmasters should always make sure that all website pages are alt Confirm <H1>: Optimized optimized Properly coded?for the web. tag in your interactive anchor text?Here are somesitemap Add thought-starters for Crunch.com… A sitemap is the easiest way to rank for your various content. All hyperlink text is optimized and the search engines know immediate what your site is about. Jennifer L. Pricci Jennifer L. Pricci   330 Shore Drive Unit F6 330 Shore Drive Unit F6   Highlands NJ 07732 Highlands NJ 07732   646.246.5176 646.246.5176   jennifer@jenniferpricci.com jennifer@jenniferpricci.com   www.jenniferpricci.com www.jenniferpricci.com
  23. 23. ConvertCrunch.com should generate the most leads of all marketing platforms Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  24. 24. Turning Traffic Into Leads Converting the increased traffic that has resulted from implementing strategies that help Crunch.com Get Found will yield qualified leads for sales. But how?• Once a visitor comes to Crunch.com, offer something of value in exchange for contact info Then what?• Use Landing Pages to collect Lead data Crunch has effectively created profiles on a Landing Page to collect Lead data Recommendation:•Migrate Lead data into your CRM system•Engage with your qualified leads over time – Development follow-up – Facility Tours – Online Marketing and Lead Nurturing – Additional value-adds i.e. eNewsletters i.e. Complimentary Personal Training session Social Media promotions “Bring a Friend for FREE” Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  25. 25. Your offer of value FREE Trial MembershipConsider blowing it out so it is the first thing site visitors notice Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  26. 26. Your Landing Page Online Marketing and Lead Nurturing Development Follow-Up Facility Tours Your offer of value Additional Value-Adds FREE TrialConsider blowing it out so it is the first thing site visitors Complimentary Personal Training session i.e. notice Membership “Bring a Friend for FREE” Migrate Lead Data into CRM Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  27. 27. Lead Nurturing Campaign Keep in touch with potential customers until they are ready to become aCrunch member.•Series of emails automatically delivered to leads•Personalized and relevant to your leads’ interests – Leads arrived by submitting a form on a landing page. Use different landing pages to summon different areas of interest; compose emails that speak to those interests.•Not a one-off, design intensive, info-heavy newsletter Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  28. 28. Incorporate Lead Scoring• Improve conversion rates by predicting a leads likelihood to purchase• Prioritize leads on the fly with on-demand scores that predict which leads are likely to have a higher lifetime value• Customize follow-up communications by knowing what message or offer will be most relevant to a given lead Lead scoring tools and resources: – TARGUSinfo www.targusinfo.com – Silverop www.silverpop.com – Optify www.optify.net – Marketo www.marketo.com – Eloqua www.eloqua.com Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  29. 29. Analyze All About ROI Win more customers with lessJennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  30. 30. Progress Trackers• View what keywords, websites, and campaigns are driving traffic to Crunch.com and their lead conversion rates• Track the impact of complementary marketing initiatives against incoming traffic and lead conversions• See which pages are most popular among your visitors• Track the changes in your blog subscribers and social media following over time Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  31. 31. Competitive Market Metrics Compare Crunch.com to competitors sites on various key metrics, such as:•Website Grade Percentile score against the average website in terms of marketing effectiveness•MOZ Rank Ten point measure of link authority and popularity. Though not affiliated officially withany one search engine, MOZ Rank is a good indicator of off-page SEO.Provided by SEOmoz•Traffic Rank Alexa traffic rank•Inbound Links One of the most important measures for a website is how many other websitesare linking to it. The credibility of those websites count as well but the general rule is the morelinks the better.•Google Indexed Pages The approximate number of pages of the site that have been indexed byGoogle. The more pages a website has within the Google cache, the better.•Keywords in Top 100 Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  32. 32. Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  Review Competitor Keyword Rank jennifer@jenniferpricci.com www.jenniferpricci.com 
  33. 33. Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  34. 34. Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  35. 35. Jennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com
  36. 36. Increase Traffic Now! Jennifer L. Pricci Interactive Marketing Manager Candidate 646.246.5176 jennifer@jenniferpricci.com www.jenniferpricci.comJennifer L. Pricci  330 Shore Drive Unit F6  Highlands NJ 07732  646.246.5176  jennifer@jenniferpricci.com  www.jenniferpricci.com

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