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External Website Hosting Business Case [Free Template]


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For short term online campaigns, it doesn’t make sense to go through 6 months of planning and testing.

Use this business case to walk your through the key advantages to getting your campaign up quick, with total control over content and SEO.

What the business case includes:
- Tactical Overview
- Quick Facts and Online Gaps
- Tracking and ROI Comparison
- Affiliate Opportunities

Get the budget you need to meet your goals and become a more agile marketer ...

Published in: Marketing
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External Website Hosting Business Case [Free Template]

  1. 1. Company Name BUSINESS CASE - EXTERNAL HOSTING (TEMPLATE) Tactical Overview Reasons why <company name> should allocate budget towards moving website to a more agile hosting environment. Quick Facts and Online Gaps Organic Search To boost “findability” organic results are critical. In the top 5 results, XXX successfully link to the promotional landing page. All branded keywords show online website results, instead of the promotional landing page. : 1) Current search on branded keywords brings us old archive links such as: • Example 1 • Example 2 If the page was maintained/supported externally – we could better control the organic and paid search results with links that drive traffic directly to the co-branded promotional landing page. Most notable SEO updates based on gaps: • Add keywords in page meta tags (H1, ALT, meta title, keywords) so that Google can prioritize the keywords on the page. • Use LIVE TEXT for copy on the landing page instead of imagery – instead of messaging embedded in banners and graphic images. • Increase co-branded keyword density / consistency. • Add more context and direction prior to Call to Action (CTA) links, i.e. have information about the promotion and then the CTA link. Landing Page, Segments & Mobile Viewing We are seeing an estimated unique visitors a month at less than XXXX1 This low traffic is mainly attributed to having only 1 single landing page and messaging targeted to one general market persona. From using competitive online demographic tools, we have identified at least 3 different audience personas that span the digital ecosystem of XXXX. There is some missed opportunity to target people based on their needs and interests. 1 Source (s): CompetePRO, WooRank, Quantcast, Facebook Insights, Consumer Barometer, Alexa, SocialMention, HubSpot
  2. 2. Additionally, when you type the URL through a mobile smartphone, you are redirected to the main mobile site home page, which does not have any direct navigation to the promotional landing page. If maintained/supported externally – we could create multiple versions of this landing page, optimized for mobile viewing, with a priority of messaging that is more specific to these personas. We could edit brand updates quicker and modify interactive widgets to pull up a personalized information with social log in. We estimate this would increase the conversion rate by 1/3 just because of mobile viewing, “findability” and social sharing. The following are the personas we would recommend marketing to: Persona 1 o Ethnicity, age range o Education – number of children and income per year o Ecommerce affinities § Affinity 1 § Affinity 2 § Affinity 3 o Social media networks o Promotional triggers (e.g., questions / polls in social, sweeps, promotions, grassroots videos on YouTube/Vimeo, photo contests, blogs and interest group forums) Social Engagement & Loyalty Programs Organic search results are limited because page is “siloed” for other promotional activity and not tied to active cross-promotion in social channels – namely Facebook, G+, TW, LinkedIn. There are also no social sharing widgets on the promotional landing page to facilitate page sharing. If maintained externally – we would add page social sharing icons to the site. By using banner placements across social networks we could also drive traffic to the landing page when there are other relative offers to these same personas. Some top line suggestions to boost traffic from social channels: 1. Cross-site banner placements and Anchor Text links 2. Social promotion and online video 3. Social share functionality – possibly even with incentive to share 4. Feature in social / blog / communities / articles with links to the promo page (Social) 5. YouTube video promotion, with tagged bitly links and CTA overlays (SEO, traffic) 1 Source (s): CompetePRO, WooRank, Quantcast, Facebook Insights, Consumer Barometer, Alexa, SocialMention, HubSpot
  3. 3. Tracking ROI Using Web Analytics to track the path from advertising to conversion If maintained/supported externally – the greatest advantage is the visibility you would gain on end-to-end conversions. Currently the site is tagged but data is not easily accessible for campaign optimization. In addition to online conversions, eCoupons could be used to track in-store conversions. This following is a n example of a conversion “funnel” which identifies areas for improvement in the website content, conversions and usability. Hosting and tracking - Impact on Revenue If revenue data was available we could also forecast a revenue increase over time. For example, if we target a 1/3 increase in online traffic to the promotional landing page with “owned media” enhancements (SEO, content and mobile enhancements) we could use benchmark conversion rates to based on traffic patterns and know top purchase times of the year and seasonality for paid advertising in search. If we had control over site hosing, we could see more information regarding page health, bounce rate, time-on-site and pages per visitor for the individual landing page, right now we can only see insights for the full brand website. Pixel Remarketing Opportunities In addition to increasing click-thru conversions, engagement and visibility we would also be able to take advantage of the full cookie pool for remarketing banners ads using pixels placed on the brand website. Based on Demand Side Platform (DSP) targeted [x+1] to the individual online visitor, we could see as much as a 37% increase in conversion rates. (source) We could also place conversion pixel on all form confirmation page so make sure paid media is optimized based on conversions and not just click thru’s & impressions. 1 Source (s): CompetePRO, WooRank, Quantcast, Facebook Insights, Consumer Barometer, Alexa, SocialMention, HubSpot
  4. 4. Post SEO, Mobile and Content Enhancements: Omni-Channel or “Agile” Retail Marketing Once we have landing pages with messaging targeted to different personas and in a responsive design for mobile users, we could then increase opportunities to market to these personas in places where they interact online. The areas of focus to highlight based on the identified personas would be online sweeps, promotions/coupons, videos on YouTube/Vimeo, social sharing and other competitor sites like Office Depot, Staples and Amazon. Affiliate Opportunities Using Groupon or LivingSocial and their email marketing lists we would be able to reach a whole new prospective audience of shippers. We could also add a lead capture component and start controlling email/mobile opt-ins and distribution lists, offering eCoupons that will benefit “omni-channel” tracking to in-store conversions (source) Increase conversions and mobile traffic for in-store experience, Groupon is seeing 1/3 of North American transactions originating from mobile devices (source) A loyalty rewards push would create an exclusivity angle to persuasive acquisition. This might limit the number of people willing to convert, but these will be a highly qualified audience that would repeatedly use the service and be the best chance of becoming valuable advocates for the brand. We could also geo-targeting for paid advertising plaements. 1 Source (s): CompetePRO, WooRank, Quantcast, Facebook Insights, Consumer Barometer, Alexa, SocialMention, HubSpot