2. Marketing plan 2012
Introduction
• Put online a website :
Analysi Productio Web Marketing
s n and go actions
live
Specifications
- Website type choice Actions to do to
- Context : goals and promote the website
expectations
- Target analysis
WEBSIT
BEFORE
AFTER
- Benchmark E
LIVE Goals :
- Lessons learnt
- Technical part
- Functional/Browsing part Sales
- Graphic part Profits
- Promotion
3. Marketing plan 2012
Sales reminder, forecast and strategies for
SISA
Sales forecast About
2012 in € 201 000 202 000 240 000
+ 107 % + 49 % + 18 %
Sales reminder Simplified Safety only
2011 in € 97 000 135 270 203 000
Google Adwords Google Adwords
Strategies used Google Adwords
Entries in directories SEO
SEO
Facebook
4. Marketing plan 2012
Suggestion of a marketing plan for our websites in 2012
Kee Safety Simplified Building Simplified
Safety
5. Marketing plan 2012
How to promote a website ?
What do we have to do ?
What are the most important things to do at first ?
When What are the costs ?
?Which tools must we use ?
Which websites are involved ?
6. Marketing plan 2012
Set up trackers
Set up trackers on buttons / banners, entries to analyse
the clicks (traffic) in order to optimize the browse on the
websites.
How to set it up technically / manage / analyse (tools
used for) these trackers – Does KS already use them ?
Find the most important entries to track
Websites involved : SB / SiSa / KS Agenda : January Cost : No external cost
7. Marketing plan 2012
SEO / SEM
SEO and SEM optimization objective : to be present in
the first results in Google search engine.
See the golden triangle
- Is there something already set up in SEO / SEM ?
- Define pertinent keywords together, work on it for
SEO/SEM and specify a budget / month for SEM -
Adwords
Websites involved : SB / SiSa / KS Agenda : Milestone, start in Cost : SEO => Free
January SEM => See the budget
8. Marketing plan 2012
SEO / SEM
Optimize SEO
:
Register in directories
Netlinking (SMO included => Facebook…)
Create 2 files : robots.txt and a sitemap file
Editorial optimization : Specific keywords in contents / URL rewritting
Technical optimization
Optimize SEM
: Define pertinent keywords and a budget per month in Google
Adwords => PPC (Pay Per Click)
9. Marketing plan 2012
Register on different online specific directories
Registering on different online directories will allow us
to be more present on the web, to spread the brands
and the activities on the Internet.
Are there already some things done for that ?
Search specialized Internet directories to register in.
Each country has to do his own search
Websites involved : SB / SiSa / KS Agenda : January Cost : Some are free and some
are paying
10. Marketing plan 2012
Set up a regular newsletter
Set up a regular newsletter 1/month for each website
or both if insufficient contents.
Content => Informations / News / Advice
Analyze what is already done, optimize it
I’ll suggest graphic models considering the
constraints
Create a new content each month (Organize a
monthly meeting with the french team to build the
newsletter on the month)
Websites involved : SB / SiSa / KS Agenda : 1 /month for each Cost : Cost of sending
website (12/year)
11. Marketing plan 2012
Benchmark and E-commerce analysis (FEVAD)
Do a benchmark in order to have more knowledges
about the market, about the bigger competitors
Retrieve data from the FEVAD – Fédération du E-
commerce et de la Vente A Distance to use it for the
analysis of our webmarketing campaigns set up -
Take informations to register at the FEVAD
Does a speficiation already exist (with Benchmark,
analysis…) ?
It’s the document written before putting a website live.
See the introduction page
Websites involved : SB Agenda : March Cost : No cost except maybe
the registration to the FEVAD
12. Marketing plan 2012
Optimization of the SB website ergonomics
Considering Simplified Building website is an online
shop, we should push more in front the products to
sell
How have the ergonomic choices for the websites
been made ?
After a benchmark, I’ll suggest graphic models
Websites involved : SB Agenda : March - After the analysis Cost : No cost
13. Marketing plan 2012
Use Cross-selling / Up-selling strategy
Considering the Simplified Building website is an
online shop, we should push the products to sell
more in front than they are
What could be the up-selling products ? And the
cross ones ?
I’ll integrate the cross and up selling part into my
graphic models
Websites involved : SB Agenda : March - After the analysis Cost : No cost
14. Marketing plan 2012
Development on social networks
Be present on the different social networks :
Facebook - Twitter – Delicious – DeviantArt –
Wikipedia – Picasa - YouTube - Dailymotion –
Vimeo – Blogs (with photo gallery)
Where are we present for the moment ?
(Protection Directe on Facebook)
Which websites are involved ? Or have to be
involved at first ?
Websites involved : Agenda : Milestone - Begin in march-april and Cost : No cost
SB / SiSa / KS follow the flows - update every day/week
15. Marketing plan 2012
Be present on specialized
forums
Be present on specialized forums (building and
security ones) to help and inform people
Give the informations & contact to
Nicolas/Nahomie in order to answer the
question(s) and suggest solutions
Websites involved : SB / SiSa / KS Agenda : ASAP and 1 time/week Cost : No cost
16. Marketing plan 2012
Create and use (animated or not) banners for Web &
Web
Print
- Use banners to self-promote products and bring
animation on the website.
Print
- Publishing Press Releases in specialized
books/magazines.
- Create a flyer which mentions the website(s)
URL
Is there something already existing as banners
(animated or not) in web or print ?
Web : What could be the first 2 products we could
push in these banners to be used in all the countries
for the whole group ?
Print : Which website promote at first ?
I’ll suggest graphic models
Websites involved : SB / SiSa Agenda : March Cost : No cost
17. Marketing plan 2012
Insert SB / SS / KS on marketplaces
Insert SB / SS / KS on marketplaces to grow up the
sales.
Are we already present on market places ?
Which ones ?
Get informations about the marketplace prices and
rules/conditions for Facebook, Amazon, Ebay…
Websites involved : SB / SiSa / KS Agenda : March Cost : Have to get informations about
18. Marketing plan 2012
Set up micro-websites
Set up micro-websites to optimize SEO : a good
page rank increased by the traffic, the link
exchanges (netlinking)
Set up parntership with D&C and others to have our
links on their websites.
Which micro-websites already exist ?
What are the tools used to set it up / create it ?
What could be the next micro-websites to be
created ?
Which product could be push on it ?
Websites involved : SB / SiSa / KS Agenda : March Cost : No cost
19. Marketing plan 2012
Insert testimonials
Inserting testimonials is a way of reassuring potential
customers, of helping them decide to buy and of
reinforcing the brand image
Find customers who would like to testify about the
good work we’ve done, about our availability, advice,
reactivity, customer service …
Websites involved : SB / SiSa / KS Agenda : April Cost : No cost - Just the ok of the client
20. Marketing plan 2012
Set up competition games or quiz
Setting up competitions, games or quizzes is a way to
make people know more about our brand by playing.
Competitions incite people to be the best, and it’s a
challenge people like, they do love play and win.
Think with the team about an online game / quiz
related to our products.
Websites involved : SB / SiSa Agenda : 1 time / month Cost : the present for the
winner
21. Marketing plan 2012
Insert PDF building instructions
Insert PDF building instructions to download to give as
much information as we can about our products to
customers (and potential ones).
Is there something already existing as PDF
instructions ?
Websites involved : SB / SiSa / KS Agenda : ASAP Cost : No cost
22. Marketing plan 2012
Video editing -
How to build & How to use our products simply
Get back rushes filmed by Nicolas (or other persons)
when he's on site in order to build videos about our
solutions - How to build - How to use – Product
presentation. The goal is to share these videos on our
websites to give more accessible information.
What are the most « important/popular/sold » products
to begin with ?
Ask Nicolas/other persons to record videos on site and
bring them back to me
Websites involved : SB / SiSa / KS Agenda : ASAP Cost : No cost
23. Marketing plan 2012
Development of online games / apps
As I said for the quiz, people do like play with the flow
of games and apps on computers, tablets and
mobiles.
We could develop a game with our products
Is there someone who can develop a game
technically ?
I can suggest and expose ideas and create the
graphic models
Websites involved : SB / SiSa / KS Agenda : - Cost : programming outsourced
24. Marketing plan 2012
Buy picts on Fotolia / Getty images
Sometimes if needed, we could buy pictures to use
them.
Example : For banner creations, or for the « qui
sommes-nous » page (Company) : we could add a
pict of a team to create a kind of link between us and
the client
No specific needs
Websites involved : SB / SiSa / KS Agenda : Depends on the Cost : (1,00€-3,00€/pict)
needs
25. Marketing plan 2012
Build a web TV / Channel
After analysis, if we see that videos set up is a
success - create a videos website (Channel/Web
TV) with all the videos which explain how to build
and use simply our products.
It will help in SEO, netlinking (micro-sites)
Retrieve all the videos used in our websites
(including the ones Nicolas/others people’s
recorded)
Find the best value for quality/size = Convert videos
Websites involved : SB / SiSa / KS Agenda : - Cost : hosting cost if space’s
missing on our server
26. OPS MEETING – January, 12th 2012
Thank you for your attention,
I wish good luck to everyone for 2012
