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Digital Marketing Strategy Plan

Digital marketing strategy plan for Environmental Doctors

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Cheryl Ang
Kristin Barnes
Zachary Babbe
DIGITAL MARKETING
STRATEGY PLAN
Fall 2012
1
EXECUTIVE SUMMARY
In partnership with Aileron Corporation, our team was asked to develop a Digital
Marketing Strategy Plan for Environmental Doctor to enhance its online engagement.
Looking to establish its brand presence in the digital space, Environmental Doctor needs
to begin with defining its digital marketing objective. In order to ensure that this definition
is aligned with the overall corporate mission of Environmental Doctor, we have
conducted a brief analysis of the company as well as its corresponding target audience.
Having developed a clear strategic vision, the next step is for Environmental Doctor to
initiate its digital marketing efforts on the most relevant online platforms. Understanding
that this will be Environmental Doctor’s first attempt in implementing and maintaining a
holistic digital marketing strategy, we have narrowed our recommendations down to
three tactics with the highest potential to help the firm generate buzz in the short run.
These tactics include website optimization, search engine marketing, and social media
optimization. Acknowledging that social media optimization plays the most significant
role in online community engagement, we have further elaborated on three social
networks that Environmental Doctor should leverage to enhance its digital brand
presence – they are Facebook, Twitter, and YouTube. Each tactic will comprise of a
detailed analysis of the firm’s current marketing efforts, which will be followed by our
recommendations on how to improve these efforts based on industry best practices and
our team expertise.
To facilitate in the process of implementation, we will summarize our analyses into an
actionable manual for Environmental Doctor to put our recommendations into practice
straightforwardly and easily. This manual will provide an assessment of the maintenance
efforts and pay-offs for all of our recommended tactics, thereby assisting Environmental
Doctor in determining the commitment it can invest in these digital marketing activities.
2
CLIENT BACKGROUND
Founded in 1989, Environmental Doctor specializes in building a healthy, comfortable,
and energy-efficient indoor environment for both residential and commercial clients in
the greater Dayton area. Proclaimed as “your prescription for a healthier environment”,
Environmental Doctor taps on the expertise of its longstanding and multifaceted team of
Environmental Protection Agency (EPA) certified technicians to provide personalized
services and equipment that solve air quality, water quality, comfort and energy cost
issues for its clients.1 Unlike his local competitors that focus on niche services, the President
of Environmental Doctor, Brenden Gitzinger, prides his company in being a “diversified
indoor specialist with its all-rounded performance and capabilities”.2 Drawing on Total
Home Performance as its central business concept, Environmental Doctor aims to brand
itself as the one-stop service provider for all indoor environmental concerns, offering
holistic solutions from mold remediation to heating and cooling technologies.
Currently, Environmental Doctor is certified as a woman-owned and family-owned
business with 12 full-time employees and a small variable number of temporary workers.
Owing to its small staff size, Environmental Doctor has been outsourcing its marketing
activities to a third-party New York based marketing agency called EB&L Marketing.
Nevertheless, President Gitzinger has also been assuming responsibility internally for
smaller scale marketing and sales operations.
To date, Environmental Doctor has been largely focused on traditional marketing,
including print advertisements, sponsorships for local exhibitions and realtor events, and
even a five-weeks billboard advertising campaign near the Dayton Mall. While these
traditional promotional efforts have been aiding in the growth of Environmental Doctor,
they have nonetheless failed to meet the company’s goal of 30% business growth.
However, after observing how early adopters in the industry, such as SERVPRO, are
successfully increasing their brand awareness online, Environmental Doctor realizes that
digital marketing may be the stepping-stone to help it enhance its brand growth.
1 http://www.envirodoc.com/about.html
2 Interview with President Brenden Gitzinger. September 19th 2012.
3
STRATEGIC PLANNING
OBJECTIVE OF DIGITAL MARKETING
In order to develop a holistic digital marketing strategy, Environmental Doctor needs to
begin with defining its objective. Based on our kickoff meeting with President Gitzinger,
it is estimated that word-of-mouth marketing contributes to 35% of Environmental
Doctor’s current customer base. Additionally, up to 40% of the company’s current
customers are repeat customers. Not only do these statistics imply that Environmental
Doctor has established a strong loyal following, but also prove that its current
customers are presently the most effective marketing medium for the company.3
Aligned with the above statistics, we recommend Environmental Doctor to establish
building loyal customer relationships as the objective for its digital marketing strategy.
Owing to their repeat purchases and brand loyalty, the current customers of
Environmental Doctor are the most reliable source for the company to achieve long-
term brand growth, as well as the most accessible audience to engage with in the
short run. As such, Environmental Doctor needs to continue amplifying its word-of-
mouth marketing among its current customers – and the digital space is the most ideal
platform for this viral marketing tactic.
Attributable to the trend of social networking and real-time information, people have
become increasingly technologically oriented by communicating and searching for
information online. In fact, 76.7% of the Ohio population uses the Internet, in addition to
a 48.9% penetration rate for Facebook users.4 More importantly, digital marketing is
reputed for its user-friendly social sharing mechanisms (such as Facebook “likes” and
Twitter “re-tweets”), which will be extremely useful for Environmental Doctor to amplify
its word-of-mouth marketing. Therefore, Environmental Doctor needs to leverage
digital platforms to build loyal relationships with its current customers in order to retain
their brand loyalty and motivate them to reach out to more prospective customers.
3 Interview with President Brenden Gitzinger. September 19th 2012.
4 http://www.internetworldstats.com/unitedstates.htm
4
TARGET MARKET IN DIGITAL SPACE
Having defined what Environmental Doctor aims to accomplish through digital
marketing, the next step is to determine whom it is targeting in the digital space.
Branding itself as a diversified indoor specialist, Environmental Doctor has a rather
ambiguous target market as it serves both residential and commercial property owners
located within a 25 – 50 mile radius of its Dayton office. To be more precise, the
company has defined 50+ years old homeowners, with median household incomes
over $150,000, and houses older than 10 years to be its target residential clients. On the
other hand, realtors, facility managers, and property managers are expected to
occupy the largest market share of its commercial clientele base.5
Additionally, recognizing that heating and cooling technologies are among
Environmental Doctor’s core service offerings, we have referenced the United States
Heating and Air Conditioning industry as a benchmark to further reduce the ambiguity
of the company’s target audience. Figure 1 below shows the segmentation of major
end-user markets in the US Heating and Air Conditioning industry.6
5 Interview with President Brenden Gitzinger. September 19th 2012.
6 http://clients1.ibisworld.com/reports/us/industry/productsandmarkets.aspx?indid=1945
Figure 1: Market Segmentation of the US Heating and Air Conditioning Industry
5
While the above market segmentation is representative of the overall target market for
Environmental Doctor, it nevertheless does not reflect the online audience that the
company should aim to reach. In fact, it is important to realize that the targeted 50-
years old decision makers are unlikely to find and immediately engage the services of
Environmental Doctor through a simple Google search. Rather, Environmental Doctor
needs to identify who are the online audience that can help it to spread the word to
these decision makers, who are either offline or unaware of the company’s expertise.
In order to humanize Environmental Doctor’s communication with its customers, we
reckon that it is necessary to put a name and face behind the market findings that we
have identified above. As such, we have created two personas to represent the
company’s online audience – the evangelist that influences residential clients, and the
industry thought leader that commercial clients look to for advice.
Evangelist for Residential Clients
Mrs. Amy Jones is a 45-year old private high school teacher and has been residing in
the suburbs of Springboro, Ohio, with her family of five for close to 15 years. Ever since
her neighbor introduced Environmental Doctor to her when they first moved in, Mrs.
Jones has been faithfully engaging the company to take care of all her indoor
environmental concerns, from air quality evaluation to her household’s utilities bills. She
conducts an annual Total Home Performance before every Thanksgiving family
reunion to make sure that the house is functional and spotless. In fact, this is the only
time of the year when she will take pictures of her family at her house to share it with
her distant relatives via email, Facebook, and even Pinterest. She never fails to credit
Environmental Doctor for its all-rounded capabilities whenever her friends ask her
about her household maintenance. As a very satisfied customer of Environmental
Doctor, Mrs. Jones is more than willing to recommend the company to her neighbors
and colleagues – only if there is a simple and effortless means of doing so.
Industry Thought Leader for Commercial Clients
Sarah Bianchi has been the Executive Director of University of Dayton’s Facility Planning
Ad

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Digital Marketing Strategy Plan

  • 1. Cheryl Ang Kristin Barnes Zachary Babbe DIGITAL MARKETING STRATEGY PLAN Fall 2012
  • 2. 1 EXECUTIVE SUMMARY In partnership with Aileron Corporation, our team was asked to develop a Digital Marketing Strategy Plan for Environmental Doctor to enhance its online engagement. Looking to establish its brand presence in the digital space, Environmental Doctor needs to begin with defining its digital marketing objective. In order to ensure that this definition is aligned with the overall corporate mission of Environmental Doctor, we have conducted a brief analysis of the company as well as its corresponding target audience. Having developed a clear strategic vision, the next step is for Environmental Doctor to initiate its digital marketing efforts on the most relevant online platforms. Understanding that this will be Environmental Doctor’s first attempt in implementing and maintaining a holistic digital marketing strategy, we have narrowed our recommendations down to three tactics with the highest potential to help the firm generate buzz in the short run. These tactics include website optimization, search engine marketing, and social media optimization. Acknowledging that social media optimization plays the most significant role in online community engagement, we have further elaborated on three social networks that Environmental Doctor should leverage to enhance its digital brand presence – they are Facebook, Twitter, and YouTube. Each tactic will comprise of a detailed analysis of the firm’s current marketing efforts, which will be followed by our recommendations on how to improve these efforts based on industry best practices and our team expertise. To facilitate in the process of implementation, we will summarize our analyses into an actionable manual for Environmental Doctor to put our recommendations into practice straightforwardly and easily. This manual will provide an assessment of the maintenance efforts and pay-offs for all of our recommended tactics, thereby assisting Environmental Doctor in determining the commitment it can invest in these digital marketing activities.
  • 3. 2 CLIENT BACKGROUND Founded in 1989, Environmental Doctor specializes in building a healthy, comfortable, and energy-efficient indoor environment for both residential and commercial clients in the greater Dayton area. Proclaimed as “your prescription for a healthier environment”, Environmental Doctor taps on the expertise of its longstanding and multifaceted team of Environmental Protection Agency (EPA) certified technicians to provide personalized services and equipment that solve air quality, water quality, comfort and energy cost issues for its clients.1 Unlike his local competitors that focus on niche services, the President of Environmental Doctor, Brenden Gitzinger, prides his company in being a “diversified indoor specialist with its all-rounded performance and capabilities”.2 Drawing on Total Home Performance as its central business concept, Environmental Doctor aims to brand itself as the one-stop service provider for all indoor environmental concerns, offering holistic solutions from mold remediation to heating and cooling technologies. Currently, Environmental Doctor is certified as a woman-owned and family-owned business with 12 full-time employees and a small variable number of temporary workers. Owing to its small staff size, Environmental Doctor has been outsourcing its marketing activities to a third-party New York based marketing agency called EB&L Marketing. Nevertheless, President Gitzinger has also been assuming responsibility internally for smaller scale marketing and sales operations. To date, Environmental Doctor has been largely focused on traditional marketing, including print advertisements, sponsorships for local exhibitions and realtor events, and even a five-weeks billboard advertising campaign near the Dayton Mall. While these traditional promotional efforts have been aiding in the growth of Environmental Doctor, they have nonetheless failed to meet the company’s goal of 30% business growth. However, after observing how early adopters in the industry, such as SERVPRO, are successfully increasing their brand awareness online, Environmental Doctor realizes that digital marketing may be the stepping-stone to help it enhance its brand growth. 1 http://www.envirodoc.com/about.html 2 Interview with President Brenden Gitzinger. September 19th 2012.
  • 4. 3 STRATEGIC PLANNING OBJECTIVE OF DIGITAL MARKETING In order to develop a holistic digital marketing strategy, Environmental Doctor needs to begin with defining its objective. Based on our kickoff meeting with President Gitzinger, it is estimated that word-of-mouth marketing contributes to 35% of Environmental Doctor’s current customer base. Additionally, up to 40% of the company’s current customers are repeat customers. Not only do these statistics imply that Environmental Doctor has established a strong loyal following, but also prove that its current customers are presently the most effective marketing medium for the company.3 Aligned with the above statistics, we recommend Environmental Doctor to establish building loyal customer relationships as the objective for its digital marketing strategy. Owing to their repeat purchases and brand loyalty, the current customers of Environmental Doctor are the most reliable source for the company to achieve long- term brand growth, as well as the most accessible audience to engage with in the short run. As such, Environmental Doctor needs to continue amplifying its word-of- mouth marketing among its current customers – and the digital space is the most ideal platform for this viral marketing tactic. Attributable to the trend of social networking and real-time information, people have become increasingly technologically oriented by communicating and searching for information online. In fact, 76.7% of the Ohio population uses the Internet, in addition to a 48.9% penetration rate for Facebook users.4 More importantly, digital marketing is reputed for its user-friendly social sharing mechanisms (such as Facebook “likes” and Twitter “re-tweets”), which will be extremely useful for Environmental Doctor to amplify its word-of-mouth marketing. Therefore, Environmental Doctor needs to leverage digital platforms to build loyal relationships with its current customers in order to retain their brand loyalty and motivate them to reach out to more prospective customers. 3 Interview with President Brenden Gitzinger. September 19th 2012. 4 http://www.internetworldstats.com/unitedstates.htm
  • 5. 4 TARGET MARKET IN DIGITAL SPACE Having defined what Environmental Doctor aims to accomplish through digital marketing, the next step is to determine whom it is targeting in the digital space. Branding itself as a diversified indoor specialist, Environmental Doctor has a rather ambiguous target market as it serves both residential and commercial property owners located within a 25 – 50 mile radius of its Dayton office. To be more precise, the company has defined 50+ years old homeowners, with median household incomes over $150,000, and houses older than 10 years to be its target residential clients. On the other hand, realtors, facility managers, and property managers are expected to occupy the largest market share of its commercial clientele base.5 Additionally, recognizing that heating and cooling technologies are among Environmental Doctor’s core service offerings, we have referenced the United States Heating and Air Conditioning industry as a benchmark to further reduce the ambiguity of the company’s target audience. Figure 1 below shows the segmentation of major end-user markets in the US Heating and Air Conditioning industry.6 5 Interview with President Brenden Gitzinger. September 19th 2012. 6 http://clients1.ibisworld.com/reports/us/industry/productsandmarkets.aspx?indid=1945 Figure 1: Market Segmentation of the US Heating and Air Conditioning Industry
  • 6. 5 While the above market segmentation is representative of the overall target market for Environmental Doctor, it nevertheless does not reflect the online audience that the company should aim to reach. In fact, it is important to realize that the targeted 50- years old decision makers are unlikely to find and immediately engage the services of Environmental Doctor through a simple Google search. Rather, Environmental Doctor needs to identify who are the online audience that can help it to spread the word to these decision makers, who are either offline or unaware of the company’s expertise. In order to humanize Environmental Doctor’s communication with its customers, we reckon that it is necessary to put a name and face behind the market findings that we have identified above. As such, we have created two personas to represent the company’s online audience – the evangelist that influences residential clients, and the industry thought leader that commercial clients look to for advice. Evangelist for Residential Clients Mrs. Amy Jones is a 45-year old private high school teacher and has been residing in the suburbs of Springboro, Ohio, with her family of five for close to 15 years. Ever since her neighbor introduced Environmental Doctor to her when they first moved in, Mrs. Jones has been faithfully engaging the company to take care of all her indoor environmental concerns, from air quality evaluation to her household’s utilities bills. She conducts an annual Total Home Performance before every Thanksgiving family reunion to make sure that the house is functional and spotless. In fact, this is the only time of the year when she will take pictures of her family at her house to share it with her distant relatives via email, Facebook, and even Pinterest. She never fails to credit Environmental Doctor for its all-rounded capabilities whenever her friends ask her about her household maintenance. As a very satisfied customer of Environmental Doctor, Mrs. Jones is more than willing to recommend the company to her neighbors and colleagues – only if there is a simple and effortless means of doing so. Industry Thought Leader for Commercial Clients Sarah Bianchi has been the Executive Director of University of Dayton’s Facility Planning
  • 7. 6 Department for close to 20 years. Her primary responsibility lies in overseeing all stages of design and planning throughout the building commissioning process, which requires her team to verify that the HVAC, electrical, and other building subsystems of University of Dayton are operating smoothly. Aligned with this objective, Sarah contracts with local established partners to aid her in her effort to maintain an aesthetically pleasing and healthy campus environment. Environmental Doctor is among the many specialists that Sarah has contracted with. Having been in partnership for the past 12 years (and counting), Sarah has been very impressed with Environmental Doctor’s meticulousness in its services. As a member of the Dayton’s International Facility Management Association (IFMA) LinkedIn group, Sarah occasionally shares industry tips as well as her positive experiences working with contractors like Environmental Doctor with other members. In fact, with up to 350 connections on LinkedIn, Sarah’s posts have always garnered many “likes” because of her credibility in the industry. While Sarah does not have the time to post regularly, she loves reading environmental- related articles online and share the most interesting ones with her following. With complete trust in Environmental Doctor’s expertise, Sarah will be thrilled to share the company’s articles with her network – only if she has easy access to them.
  • 8. 7 STRATEGY ONE: WEBSITE OPTIMIZATION In view of the strategic objective and target audience that we have defined above, we have generated three marketing recommendations that Environmental Doctor can draw on to appeal to its audience in the digital space. Beginning with the platform with the highest potential to aid the company in building loyal customer relationships, website optimization is the first recommendation that we have identified. Registered under the domain name www.envirodoc.com, Environmental Doctor has recently revamped its 16-year old website on 5th July 2012.7 As a company-owned platform, the website allows Environmental Doctor to have complete control over its published content and visitor metrics, giving the company more opportunities to personalize engagement with its online audience. Consequently, in order to align this platform with Environmental Doctor’s overall objective to build brand loyalty, we have applied the following frameworks and tools to analyze how the company’s new website has been and should be optimized for customer engagement. GOOGLE PAGERANK Google PageRank is a mathematical link-analysis algorithm applied by Google to determine a web page’s importance and trustworthiness for search engine users. Measured on a scale of 0 – 10, a higher PageRank score indicates that the page has more high quality backlinks (i.e. credible incoming links to a web page), and is thus more likely to be positioned at the top of search engine results. Currently receiving a relatively low PageRank score of 3/10, Environmental Doctor can improve the credibility of its website by focusing on the following five key attributes of a web page:8 • Comprehensiveness: The content published on the website is very informative and demonstrates the company’s knowledge in its areas of expertise. Nonetheless, it lacks breadth in key components such as customer testimonials, causing the company to lose a valuable opportunity to establish its credibility. 7 http://who.godaddy.com/whois.aspx?domain=envirodoc.com&prog_id=GoDaddy 8 http://www.checkpagerank.net
  • 9. 8 • Relevance: While the website content is educational, it contains many industrial terms that end users may not necessarily comprehend. However, the website contains pertinent information and call-to-actions that direct visitors to set up a consultation with the company, thereby raising its content relevance. • Freshness: Following its major website revamp in July 2012, Environmental Doctor needs to continue updating and publishing new information regularly. This can be accomplished through the website, social media, and even a corporate blog to boast the company’s credibility and customer engagement. Currently, the company is not updating any of these platforms on a regular basis. • Links: Environmental Doctor has done an outstanding job in attracting quality inbound links. Out of its 23 inbound links, a few of them are from trustworthy and authoritative sites, including Better Business Bureau and DaytonLocal.com.9 • Speed: The website functions at a high speed, with a load time of 39 seconds. HUBSPOT MARKETING GRADER HubSpot Marketing Grader is a website analytical tool that measures the entire digital marketing funnel of a company to generate actionable recommendations on how to enhance three key dimensions: drive traffic through top-of-the-funnel marketing (such as blogging and social media), generate lead conversions through middle-of-the- funnel marketing (such as email and marketing automation), and measure analytics to close the loop.10 Having received a significantly low marketing grader score of 38/100, we strongly recommend Environmental Doctor to work on refining its current digital marketing strategy by paying attention to the following key findings.11 General Findings On average, Environmental Doctor attracts 169 unique visitors per month to its website. Figure 2 is a graphical representation of the unique visitors that the company is projected to have received across the past 12 months (as of October 2012). Based on 9 http://www.alexa.com/site/linksin/envirodoc.com 10 http://blog.hubspot.com/blog/tabid/6307/bid/33670/Lessons-From-the-Best-Marketers-of- the-2012-Inc-5000.aspx 11 http://marketing.grader.com/site/envirodoc.com. Conducted on 26 November 2012.
  • 10. 9 this trend line, it is conclusive that the website received an exceptionally high traffic during the summer of 2012, with April peaking at 865 unique visitors.12 Blogging Currently, Environmental Doctor does not have a blog associated with its website. With HubSpot statistics revealing that companies that blog enjoy 55% more website traffic and 70% more leads than those that do not, this implies that Environmental Doctor is missing out on the opportunity to increase its online audience reach. Furthermore, with companies that blog receiving 97% more inbound links than those that do not, Environmental Doctor is forsaking an already proven marketing tactic to establish its website’s credibility and consequently improve its search engine results ranking. Mobile On the contrary, Environmental Doctor has kicked off to a good start by creating a mobile version of its website. With 87% of smartphone owners accessing the Internet on their mobile devices, the company cannot afford to miss out on this emerging online audience. Nonetheless, the mobile website does not have a meta viewport tag. This tag signals to a mobile device how to orient a page when it is loaded, and is the key for Environmental Doctor to offer a user-friendly mobile site that can entice customers to leave their details for a consultation request even while they are on the go. 12 http://siteanalytics.compete.com/envirodoc.com Figure 2: Estimated Unique Website Visitors to Envirodoc.com (October 2011–2012)
  • 11. 10 Search Engine Optimization The current website appears to be missing a 301 redirect. This function is intended to direct users to the correct URL if a wrong one has been inputted. For example, if a prospective customer types in “envirodoc.com”, a 301 redirect will transfer the user to “www.envirodoc.com”. Therefore, by implementing a 301 redirect, Environmental Doctor can assure it still gets full credit regardless of how its customers organically access its website. While HubSpot has gathered more findings on how Environmental Doctor can better optimize its website to increase its organic traffic, we will specifically elaborate on these recommendations in the next strategy, i.e. Strategy Two – Search Engine Optimization (page 14). SEO MOZBAR The SEO MozBar is a toolbar that grants marketers and business owners quick access to many important search engine optimization and link metrics. With its home page (which is also its main landing page) scoring only 3/10, Environmental Doctor needs to pay attention to the following criteria that this analytical tool has used to assess it:13 • Page Title: Untitled Document • Meta Description: None • Meta Keywords: None • Page Load Time: 39 seconds (good!) • Internal Followed Links: 32 • External Followed Links: 3 Excluding its quick page load duration, the website is currently lacking in all of the criteria identified above. Fundamentally, Environmental Doctor needs to recognize that each of its landing pages necessitates a compelling page title, meta description, and meta keyword list that must complement with its unique content. While these three assets are just the bare minimum of a relevant web page, having them in place will mark a good start for Environment Doctor as it progresses towards the achievement of a higher organic search results ranking position. 13 http://www.seomoz.org/seo-toolbar
  • 12. 11 INTERNET TOOLKIT: 7C AND 1U The Internet toolkit is a marketing framework aimed at evaluating the overall customer experience offered by a website. Applying this framework in the context on Environmental Doctor, we will be analyzing as well as recommending how the website can further optimize its visitors’ experiences based on the 7Cs as follow: Criteria Analysis Recommendation Content • Informative and educational • Hard to comprehend due to excessive industry terms • Dull due to lack of visually appealing content • Lack in breadth • Re-word content to make it more relatable and easy to comprehend by end users • Incorporate multimedia (demo videos and graphics) to user interface more visually appealing Connectivity • Quality inbound links, some of which are from trustworthy and authoritative sites • Links to company’s email and social media accounts • Further increase number of quality inbound links from government websites (e.g. www.epa.gov) Commerce • Provides a contact page where prospective customers can request for a consultation appointment • Integrate e-commerce into its consulting services (e.g. e-payments when making online appointments) Communication • Layout is not cluttered • User-friendly and easy to navigate throughout site • Consistently includes clear call-to-action with contact information on every page • Embed interactive elements on website to encourage more customer engagement (e.g. forum, social widget that shows a live feed of Facebook updates) Community • Have Facebook and Twitter accounts, but few followers • Focused too much on sales, too little on community engagement • Implement a blog which updates community about local environmental issues • Encourage customers to submit their own home maintenance tips – can even make this a simple contest
  • 13. 12 Cost-savings • Low cost as current layout and website features do not require high maintenance • Maintain multiple social networks using cross-platform management tools such as Hootsuite14 Computing • Currently does not utilize any software to measure website return on investments (ROI) • Define key performance indicators (KPI): click-through rate, impressions, stickiness • Register for Google Analytics to monitor visitor activities15 • Use HubSpot and WebTrends to track multiple platforms16 Usability Testing Similar to the 7Cs, the objective of usability testing is to optimize the customer experience on a website through the design of a clear, simple, and feasible navigation system. This can be achieved by answering the following three key prompts arising from a typical customer journey through the website: • Where am I? All search engine results and inbound links direct customers to only one landing page of the website – the home page. While the home page does have the company’s logo, it does not have a page title. This is extremely unfavorable for Environmental Doctor; especially if the customer has multiple tabs open on his browser and cannot find any title that he would have assumed to contain the company’s name or related words. Nevertheless, Environmental Doctor has done an outstanding job in maintaining the consistency of the whole website layout, with all pages carrying the same header – which comprises of the brand logo, tagline, contact information, and social media links. 14 http://hootsuite.com 15 http://www.google.com/analytics 16 http://webtrends.com
  • 14. 13 • Where can I go? Attributable to its clear call-to-actions and uncluttered layout, the website is easy to navigate and locate information. While Environmental Doctor can exhibit its expertise by introducing its services with industry terms, it needs to take into account that these terms may be incomprehensible to residential clients who are unfamiliar with the industry. In fact, by translating these industry terms into laymen terms, Environmental Doctor can demonstrate its professionalism by showing its capability to understand and relate to its customers. Additionally, recognizing that household concerns are not the most interesting topics to research on, Environmental Doctor can consider including multimedia content (such as demo videos and graphics) in the description of its services to excite customers with a more lively reading experience. • Where have I been? While it is easy to navigate and find information, the website does not provide any indication on which pages the customer has visited before (e.g. formerly visited hyperlinks do not change color). This may cause visitors to get easily confused between the different service offerings listed since they are given such a wide selection to browse from – and this is particularly true for customers who are unfamiliar with the industry terms. Nonetheless, it does help that the content of each page is formatted in its own unique style, thus making it easier to recall which page has been viewed. In order to further reduce this confusion without compromising the consistency of the whole website layout, Environmental Doctor can consider adding a bookmarking toolbar at the right corner of the website. This will allow customers to mark and track which pages they are keen to return to without having to continuously press the “backspace” button.
  • 15. 14 STRATEGY TWO: SEARCH ENGINE MARKETING In addition to using owned media like website, Environmental Doctor can expand its digital presence on established third-party platforms that have easy access to the company’s target market. One of the most accessible digital platforms to leverage is search engine. Fundamentally, search engines offer two tactics for companies to promote their businesses to online customers – they are search engine optimization and search engine marketing. While the two tactics differ in terms of cost and control, they complement each other well, and contribute to a synergistic digital marketing strategy that can help brands maximize their return on investments when integrated together. The following sections explain how Environmental Doctor can adopt both tactics to generate brand awareness, and consequently expand its loyal following. KEYWORDS To begin with, it is important to highlight that both search engine optimization and search engine marketing share a common goal – to make the content of a website more accessible and relevant to search engine users. Aligned with this goal, search engines apply mathematical algorithms to find website content that is compatible with the likely intent of keywords inputted by search engine users. As such, companies need to identify keywords that not only accurately describe the business, but also relate to the needs of its end customers. Therefore, the first step Environmental Doctor should undertake is to translate the keywords currently used on its website from scientific jargons into customer language. To facilitate this translation process, our team has recommended a word cloud (as seen in Figure 3.1) for Environmental Doctor, which is essentially a visual depiction of easy-to-understand keywords that can be used to describe the company.
  • 16. 15 SEARCH ENGINE OPTIMIZATION Search engine optimization, or SEO, is the process of examining a website to identify ways to increase its visibility on the organic (or unpaid) search results of search engines. Since only organic search results are affected, this marketing tactic does not incur any advertising expenses for the company. Furthermore, as corrections are made to the corporate-owned website (not the search engine), the company will have full control over the implementation of this tactic. In an effort to help Environmental Doctor get started with this implementation, HubSpot Marketing Grader has identified the following key components that the company should work on to improve its ranking on search engine results page in the short run. Currently, Environmental Doctor only has 31 pages indexed by search engines. In other words, there are only 31 pages of the website that can be displayed in search engine results should a user be searching for content that is related to Environmental Doctor. With 46% of daily Internet searches aimed at researching products and services, it is necessary for Environmental Doctor to not compact all its content in a few pages. Rather, the company needs to create more pages to be indexed by search engines in order to increase its chance of ranking higher on the search engine results page. Figure 3.1: Word Cloud for Environmental Doctor
  • 17. 16 Additionally, each page of the website is currently either untitled or generically labeled as “Environmental Doctor – Dayton, Ohio”. Likewise, each page currently has no meta description of its own. Since each page is intended to have its own unique content in order to promote its respective service or product, it is crucial that each page should have a corresponding title to match its content. For instance, the page www.envirodoc.com/totalhomeperformance.html should be titled as “Total Home Performance” instead of its current title “Environmental Doctor – Dayton, Ohio”. Moreover, this page should contain a complementing meta description that reveals its content, such as “Are you worried about the high utilities bills, old systems, and poor ventilation in your house? Check out our Total Home Performance demo to see how Environmental Doctor can help you solve these issues!” With 75% of users never going further than the first page of search results, it is crucial for Environmental Doctor to use compelling page titles and descriptions in order to help it stand out and earn a higher search engine results ranking. Besides page titles and descriptions, images also play a vital role in helping search engines locate the content of a website. Currently, there appears to be only one JPEG image on Environmental Doctor’s homepage, which has an alt tag attached to it. Since images cannot display words, an alt tag allows search engines to grasp what the image is conveying. For instance, the image of the heating and cooling system currently on the home page should have an alt tag labeled “heating_cooling.jpeg”. Environmental Doctor needs to realize that alt tag is becoming increasingly important, particularly as more users choose to surf the Internet with the image function turned off in order to expedite downloading time. Finally, Environmental Doctor needs to actively pursue and build links with authoritative sites. Authority is defined as the credibility and trustworthiness of the content of a website. Search engines tend to favor authoritative websites as they provide their readers with more valuable and relevant information. Currently, Environmental Doctor only has 23 inbound links, very few of which are from authoritative domains, including Dayton’s Better Business Bureau (www.bbb.org/dayton) and Montgomery County’s
  • 18. 17 Dayton Regional Green 3 government initiative (www.drg3.org).17 While this marks a good start, Environmental Doctor needs to further expand its database of authoritative inbound links in order to achieve a higher search engine results ranking for its own site. SEARCH ENGINE MARKETING Search engine marketing, or SEM, relates to the purchase of online marketing media to increase the visibility of a website on the paid search results of search engines. While most SEM platforms such as Google AdWords allow companies to adjust their ad budget and content, companies do not get to enjoy full control and are still obliged to adhere to the policies and legal issues of these third-party platforms. Additionally, in contrast to SEO, SEM charges companies a fee for advertising on search engines. More commonly known as cost-per-click, this fee is subjected to the popularity (i.e. search frequency) of the keywords that the company chooses to promote. The more popular the keyword is, the higher its price. As such, it is necessary for Environmental Doctor to select the most relevant keywords to ensure cost-efficiency of its SEM tactic. Aligned with this objective, we have gathered several insights from professional web analytics tool, Alexa, on the keywords that are currently driving traffic to Environmental Doctor from search engines. Figure 3.2 below lists the top search queries of envirodoc.com, backed by the percentage of traffic they are driving to the website.18 17 http://www.alexa.com/site/linksin/envirodoc.com 18 http://www.alexa.com/siteinfo/envirodoc.com Top Search Queries Percentage of Search Traffic Mold certification dayton oh 29.72% Mold remediation certification dayton 27.88% Hepa filtration 5.52% Hepa filters air con 3.45% Pureair600 3.30% What’s a heap filter 3.11% Purified water leech minerals 2.91% Figure 3.2: Alexa Analysis of Top Search Queries for Environmental Doctor
  • 19. 18 As observed from the list, “mold certification dayton oh” is deemed as the top search query directing traffic to envirodoc.com. However, what is more impressive is that Environmental Doctor dominates 81.73% of all searches for “mold certification dayton oh”, placing the company far ahead of its competitors, including mincogroup.com that came in second with a mere 5.69%, and indoorrestore.com with only 3.68%.19 Nonetheless, it is crucial to highlight that most of the top search queries listed above are not representative of the core services (such as Total Home Performance, HVAC systems, and duct cleaning) that are offered by Environmental Doctor. This implies that the content and keywords currently driving traffic to the website are not compatible with Environmental Doctor’s key business offerings. To rectify this incompatibility, we have recommended the following list of keywords (as seen in Figure 3.3 below) that Environmental Doctor can purchase in order to increase the relevance of its website content, and consequently achieve a higher search engine ranking through SEM.20 19 http://bit.ly/11DKVFa 20 https://adwords.google.com/o/TrafficEstimator Keyword Approximate cost per click (CPC) Competition Indoor mold removal $9.83 High Mold control $5.28 High Heating and cooling systems $4.89 High HVAC system $4.74 High Home air check $2.98 High Indoor ventilation $1.14 High Indoor air quality $3.65 Medium Energy savings $3.01 Medium Air quality system $2.36 Medium Figure 3.3: Google AdWords Estimates for Recommended Keywords
  • 20. 19 STRATEGY THREE: SOCIAL MEDIA OPTIMIZATION ANALYSIS OF CURRENT SOCIAL MEDIA CHANNELS With capabilities ranging from customization to real-time interaction, social media has expanded to be more than just another passing fad – it has gone mainstream and is here to stay! As such, our team conducted a preliminary analysis for Environmental Doctor to determine the state of the company’s current social media accounts. Upon initial investigation, Facebook and Twitter were assumed to be the only social media channels used by the company based on the fact that these were the only two social widgets on the website’s home page. However, through further analysis, we realized that Environmental Doctor also employs YouTube as well as a blog. The results of our analysis are as follow: Facebook Quick Statistics: 39 “likes” – Last activity on April 16th 2010 An analysis of Environmental Doctor’s Facebook business page revealed a severe lack of content. The last post recorded was back in April 26th 2010, implying over two years of page inactivity. During this time, customers had posted several times on the page – with one even commenting that “your customer service is extraordinary!!” (June 21st, 2011).21 Unfortunately, the company never acknowledged this positive review, missing out on an opportunity to amplify its customer-oriented culture. The company has also failed to optimize the basic features of its Facebook page, offering very minimal corporate information in its description and neglecting the inclusion of a cover photo. Twitter Quick Statistics: 93 followers, 86 following, 65 tweets – Last activity on Nov 30th 2012 A review of the Environmental Doctor’s Twitter account revealed that the company has a relatively small following. This may be attributable to the fact that tweets have 21 https://www.facebook.com/pages/Environmental-Doctor/108571182493944?fref=ts
  • 21. 20 been automated as most of them only comprised of the company’s blog URL accompanied by the title of the new blog post. While tweets occur every 18 days on average, there are very few personal tweets being posted. Overall, followers have tweeted the company’s home page 18 times, which is a fairly good statistic. Finally, it is important to note that despite majority of the tweets linking back to a blog post, none of them have been successful in directing a follower to a landing page on the website. YouTube Quick Statistics: 1 subscriber, 161 video views – Last activity on April 13th 2011 The Environmental Doctor’s YouTube page has three video uploads, which comprise of two commercials and one video of a crew “Ice Blasting” the basement of a home. The Ice Blasting video has 87 views – over 50% of the channels views. None of the videos have comments. Last but not least, the link on the YouTube page directs potential leads to the company’s blog, rather than to its website. Blog Quick Stats: Average 2 posts per month, 3 client reviews – Last activity on 30th Nov 2012 The Environmental Doctor’s blog is updated twice a month on average. The posts are usually around a paragraph long, and contain information about a relevant story in the news or a quick pitch on one of the services the company has offered. Almost all of the posts have 0 comments, and they have never been re-tweeted. Despite these unfavorable statistics, blog appears to be the most informative and updated out of the four social media channels the company owns. Finally, it is useful that the blog does contain information on the company’s products and services, in addition to several client reviews. Through this analysis, it is evident that Environmental Doctor’s social media channels have both strengths and areas for improvements. While the company has a relatively interactive blog, its biggest weakness is lacking meaningful and inspiring content distributed across all of its social networks.
  • 22. 21 SOCIAL MEDIA CONTENT STRATEGY DEVELOPMENT Typically, content strategy comprises of four main sections. These different sections combine marketing, content development, and analytics to create a full-circle approach that is aimed at helping companies to develop a strong brand presence on social networks. These four sections are as follow: identifying the customers, creating meaningful content, creating and executing a content publishing plan, and finally tracking the results. Each section plays an essential role in supporting Environmental Doctor to develop meaningful content and engagement with its customers – thereby aligning with the company’s overall objective to build loyal customer relationships. Identify Your Customers As mentioned earlier in the proposal, based on Environmental Doctor’s target markets, two personas have been proposed to personify its online audience. They are the evangelist (for residential clients) and the industry thought leader (for commercial clients). Moving forward, these personas should be the focus of all efforts to create a meaningful content strategy. The following key insights have been identified for each of the listed personas: • Evangelist 1. Cares deeply about the health of those residing in or visiting his home 2. Values warm customer service and a job well done 3. Enjoys sharing his experience and opinions, whether positive or negative, with his friends and families • Industry Thought Leaders 1. Values, promotes, and only partners with companies that follow ethical and fair business practices 2. Takes pride in basing his decisions off what is best for his business, his employees, his customers, as well as the environment at large 3. Is open to, and actively searches for cutting-edge solutions to problems
  • 23. 22 Create Meaningful Content All social media content published by Environmental Doctor should be meaningful to either one, or preferably both, of the previously defined personas. Meaningful can be defined as providing some sort of benefit to the customer, and if truly meaningful, will pass the following test: 1) It is content that people choose to engage with. 2) It is content that improves people’s lives. If these two conditions are met, the content is considered to be meaningful. Once the content passes this test, it can be broken down into one of three functional areas, depending on the value it provides to the consumer. The three functional areas are Solution Benefits, Connection Benefits, and Achievement Benefits. Together, they constitute the Hierarchy of Meaningful Marketing, as presented below in Figure 4.1. Figure 4.1: Hierarchy of Meaningful Marketing
  • 24. 23 Beginning with the base of the hierarchy, Solution Benefits cover basic household needs and benefits – for instance, a YouTube video which teaches the Evangelist how to perform a simple inspection of his or her furnace. Connection Benefits build a bonding relationship between customers and brands – an example is a fun and entertaining short story. Finally, Achievement Benefits allow customers to significantly improve their lives, realize a dream, or positively change their community and their world at large. An Achievement Benefit can include the promotion of a charity, which allows customers to donate and improve the quality of the world they live in. It is important to categorize content to ensure that a wide variety is being provided in the overall strategy. The following lists a few content examples for each category: • Solution Benefits Content Provide how-to instructional information, offer promotional discounts, provide customer support, encourage customer reviews, utilize energy savings calculator, stress company expertise • Connection Benefits Content Offer a behind-the-scenes view for customers, demonstrate what the company does, share employee stories and experiences, reward customer loyalty • Achievement Benefits Content Create or promote a relevant charity, let customers help each other out, encourage customers to contribute, engage with an industry leader Finally, it is important to note that the company should first and foremost be focused on creating meaningful content. Social media channels will then be addressed in the next step, only after meaningful content has been developed. Create and Execute a Content Publishing Plan The next step is to take the meaningful content ideas and create a plan in which the content will be published. Usually, this is a month long plan, and thus has to be updated every month. The goal of creating this plan is to ensure that the published
  • 25. 24 content will be consistent and relevant. It also ensures adequate time to plan for the development of that content, and that content is pushed to the relevant social media channels frequently and consistently. When developing this plan, it is necessary to consider each of the social media channels that will be leveraged to publish the content. Recognizing that each channel is unique, we have noted the pros and cons specific to each platform as follow: • Facebook is currently the largest and most popular social network where people can create profiles, exchange messages, and report status updates. § Pros: Great for brand exposure and customer relations § Cons: Not SEO-friendly § Ideal for: Posting pictures, creating events, and engaging with customers • Twitter is a micro-blogging service that enables users to publish text-based posts of up to 140 characters. § Pros: Ability to respond to customers quickly, ability to easily share content through re-tweets § Cons: Promotion must find a delicate balance between content and spam, large follower drop-off rate once brand is perceived to be inactive § Ideal for: Recycling content through re-tweets, engaging with customers, publishing tweets which direct customers to another landing page • YouTube is a video-sharing website that is popular for user-generated content, video clips, and video blogging. § Pros: One of the best venues to build a brand through video tutorials § Cons: Traffic is often limited to site and difficult to redirect viewers to an external landing page § Ideal for: Tutorials, how-to videos, customer reviews, and employee- generated video content
  • 26. 25 • Blog is a social network in which content is constantly updated and shared, usually in the form of articles. § Pros: Excellent information source for customers, frequent updates are ideal for SEO, easy to share § Cons: Requires more time to develop content § Ideal for: More lengthy self-published content, ideally reinforcing expertise or knowledge in a certain area • LinkedIn is a professional social network used to connect users with other industry individuals, companies, and groups. § Pros: Excellent for B2B use, reinforces a professional image, easy membership into professional groups § Cons: Not a lot of personal engagement, limited content published § Ideal for: Establishing relationships with commercial clients As a result of the unique pros and cons of each social media platform, the content publishing plan will contain content specific to each channel. More commonly known as the Master Content Publishing Plan, this plan provides the publisher with an overview of the content for each social media channel, allowing him or her to plan and execute the strategy more accurately. Utilize a template that is similar to one provided below in Figure 4.2 when creating the Master Content Publishing Plan. Figure 4.2: Master Content Publishing Plan Template
  • 27. 26 Owing to the unique purposes of each social media platform, we highly recommend the use of specific channel publishing plans as well. These plans allow for more detailed records and more space to plan ahead. Along with a description of the content to be published, other relevant information can also be included, such as the post date, author, tentative title, keywords, photo tags, hashtags, and links. A channel-specific content publishing plan for Environmental Doctor’s Facebook account resembles the template shown below in Figure 4.3. Finally, when executing this publishing plan, we recommend Environmental Doctor to utilize the free online social media management tool – HootSuite. HootSuite allows the company to schedule content to be published in advance. For instance, assuming that Environmental Doctor wants to tweet “Merry Christmas! Enjoy your holidays from your friends at Environmental Doctor #hohoho”, but no one wants to work on the actual day of Christmas. Hootsuite allows a staff personnel to prepare the tweet in advance on December 22nd, and schedule for it to be published automatically on the actual Christmas day. This is just one of the many ways that HootSuite can help Environmental Doctor to better manage and execute its content strategy. Figure 4.4, on the next page, presents a sample of the AutoSchedule function mentioned earlier. Figure 4.3: Channel-Specific Content Publishing Plan Template
  • 28. 27 Track Your Results Measuring the results of optimization efforts is extremely important. Existing online analytics software are automated to track not only the growth (or decline) in a company’s likes and followers, but also the amount of influence the company has on its social media communities, the amount of traffic driven to its website stemming from social media, and even demographics of the customers interacting with the company’s social media. There are four free analytics tools that can aid Environmental Doctor in assessing the impact that its content strategy has on its online audience in real time. These tools include Wildfire Social Media Tracker, Klout, Google Social Analytics, and Facebook Insights. • WildFire Social Media Tracker is reputed to be the most user-friendly analytics tool. It tracks how many “likes” a company has on Facebook or followers on Twitter. Furthermore, it keeps track of these statistics on a daily basis. Through this Figure 4.4: HootSuite AutoSchedule Function Example
  • 29. 28 information, Environmental Doctor can determine whether its content strategy for the day has contributed to an increase in likes/followers, or a decrease. From there, changes can be made to specific content strategy components. Figure 4.5 shows a sample Twitter statistic that is being monitored by WildFire. • Klout generates a score based on the influence that an individual or company has on others in the world of social media. As the amount of influence that individual or company has increases, so does its score. The score is calculated based on measurements including re-tweets, comments, and mentions. Environmental Doctor can track the growth of its influence in the social media sphere by monitoring its Klout Score. Details as to how the score is calculated can be found in Figure 4.6 on the next page. Figure 4.5: WildFire Social Media Tracker Example
  • 30. 29 • Google Analytics can calculate how much website traffic a company is receiving from each of its social media channels. Again, this is an important tool that can inform a company whether or not its content strategy is effective. Figure 4.7 shows a sample statistic being tracked by Google Analytics. Figure 4.6: Klout Scoring System Figure 4.7: Google Analytics Example
  • 31. 30 • Facebook Insights is an analytics tool that is solely committed to track the insights of a Facebook page or application. It monitors a number of statistics, which primarily includes the visitors to a company’s Facebook business page and their on-page social interactions. This provides the company with an overview of the demographics, likes, visits, and number of people talking about its page. When cross-referenced with the content publishing plan, a company can then determine what content has caused the sudden peaks or plunges in the visitor behavioral patterns. Figure 4.8 presents a few of the visitor demographic metrics that Facebook Insights tracks for a business page. Figure 4.8: Facebook Insights Example
  • 32. 31 SOCIAL MEDIA OPTIMIZATION: LISTEN & ENGAGE While it is important to publish meaningful content as a means of social media optimization, companies should also not neglect the significance of listening and engaging with customers in a meaningful and positive way as well. Too often, brands are initially keen to create social media business pages, only to leave them unintended after they realize the high time commitment required in maintaining these channels. This aggravates customers who make the effort to engage with a company on its social network, yet failed to receive any response for their sincerity. This is no different from answering the phone, listening to a customer’s inquiry, and immediately hanging up on them when they have completed their comment. As listed in the heading, there are two main parts to this section of social media optimization – listen and engage. Listen Regardless of companies being aware or not, someone is talking about their brands in social media. Not only do current customers talk about their experiences with Environmental Doctor, potential clients may also be tweeting prompts such as “does anyone know someone who can replace my water heater?” Fortunately, there are tools that can help the company to identify these potential clients. We have identified three tools that can help Environmental Doctor to enhance its listening capability on social media – they are Google Alerts, Social Mention, and HootSuite. • Google Alerts is an extremely user-friendly tool for both marketing and non- marketing personnel. By completing a simple query and supplying a verified email address, Google Alerts will automatically send email updates regarding any recently published information that is relevant to the specified query. Alerts extracts it updates from a wide variety of sources, ranging from blog posts to new aggregators. By utilizing this tool, Environmental Doctor will be in position to respond immediately should an article or comment pertaining to the company or industry be published on the Internet.
  • 33. 32 • Social Mention is very similar to Google Alerts. The only significant difference is that Social Mention monitors activities only within the social media sphere. Nonetheless, its function remains the same as Google Alerts as Social Mention tracks anything that is being asked or said on social media sites. That being said, Environmental Doctor can use that information to its advantage when trying to manage its brand reputation or create new leads. • HootSuite has multiple functionalities that Environmental Doctor can leverage; in addition to social media scheduling that has been identified earlier. This cross- platform tool allows for the monitoring of all social media channels in one central location. In the context of Environmental Doctor, the company can monitor its Facebook, Twitter, LinkedIn, and YouTube accounts using this single tool. Additionally, HootSuite provides live feed updates so that Environmental Doctor can track any real-time posts that have mentioned the company or industry-related topics. Figure 4.9 offers an overview of the tool’s functionalities. Engage By virtue of being a communication tool, social media also has the capability to interact and build relationships with customers. In order to establish new relationships as well as increase the strength of its current relationships, Environmental Doctor must Figure 4.9: HootSuite Example
  • 34. 33 take the initiative to engage with its consumers in an open, transparent, and honest manner. When pondering the best way to engage with customers, it is helpful to consider the following five tips for successful engagement: • People Do It For Themselves Environmental Doctor must recognize that it cannot control, let alone exploit, online communities. There must be legal and professional constraints, but even if the company hosts a community, is has no privileges to cannot censor or delete comments and content that it does not like. • Be Open and Honest It is inevitable that there may be a minority number of customers who will criticize the company, its products, and services. Therefore, how Environmental Doctor responds is vitally important. The company should not trivialize or argue; but rather, be polite and reasonable in correcting the error if the criticism is deemed to be wrong. • Be Responsive To participate in the community and ignore the feedback is worse than not participating at all. Worst still, is a promise of action and then a failure to deliver. • Give Something Back At minimal, Environmental Doctor should be proactive in engaging with its community, making sure that all news about the company, products, and services are posted in a timely fashion. Advance notice of a new service offering, exclusive offer, or even a competition can create and reinforce feelings of exclusivity among the company’s current customers. • Measure While online communities are inexpensive compared with other forms of marketing, they carry costs in terms of staff time and other IT resources. Environmental Doctor needs to ensure that its investment is worthwhile.
  • 35. 34 FINAL RECOMMENDATIONS In view of the detailed analyses that we have conducted above, we have generated recommendations that Environmental Doctor can draw on to appeal to both its residential and commercial target markets simultaneously. To present these recommendations in a clear and concise manner, we have developed how-to manuals that will guide Environmental Doctor in its implementation of our proposed digital marketing strategy. More significantly, understanding that Environmental Doctor has to explore a wide variation of recommendations with limited budget and resources, we have evaluated and prioritized each of our recommendations based on the following two dimensions: • Effort: Cost of implementation and time commitment for maintenance • Pay-off: Effectiveness of driving visitors to the next phase of the customer journey (in the following order: Awareness à Buy-In à Retention à Advocacy) Acknowledging that this is Environmental Doctor’s first attempt in digital marketing, we strongly advise the company to kick off with recommendations that require low or moderate efforts yet offer a high pay-off. In that way, Environmental Doctor will be able to enjoy a gradual but steady transition into the new realm of digital marketing.
  • 36. 35 MANUAL 1: WEBSITE & SEARCH ENGINE OPTIMIZATION Effort Payoff AWARENESS How to direct customers to the website? § Develop a mobile site that is compatible with both iOS and Android platforms High High § Incorporate QR code (that drives mobile traffic to website) on print advertisements High High § Purchase keywords listed in Figure 3.3 (above) for search engine marketing on Google AdWords High High § Apply search engine optimization (i.e. relevant keywords in page titles, descriptions, and alt tags) to increase search engine results page ranking Moderate High § Attract more authoritative inbound links Moderate High § Direct traffic from social media sites to website Low Moderate § Develop a 301 redirect Low Low BUY-IN How to click with customers and invite them to access the site? § Use unique page titles and meta descriptions that match the content of the landing page Example: www.envirodoc.com/about • <title> About Environmental Doctor </title> • <description> With 23 years of experience, Environmental Doctor specializes in offering healthier, more comfortable, and energy- efficient indoor environments </description> Moderate High RETENTION How to engage with customers on the website? § Embed a blog within the company’s website Low Moderate § Publish company-related articles, such as how-to tutorials and demo videos of services High High § Publish industry-related articles, such as infographics and interesting case studies High High § Add more pages to be indexed on search engines (e.g. page dedicated for Household services) Moderate Moderate § Develop an interactive chat bot named “ED” to assist customers with concerns they may have High High § Register for HubSpot or other website analytics software to automate tracking of visitor metrics, and use these insights for further website optimization Moderate High ADVOCACY How to motivate customers to spread the word about the site? § Regularly update content (twice per month) to excite customers with refreshing information High High § Embed social bookmarking & sharing widgets on site so that customers can share or save the page Low Moderate
  • 37. 36 MANUAL 2: SOCIAL MEDIA OPTIMIZATION Category Recommendation Notes Effort Payoff Overall Set a social media budget $1000/Month Hire a marketing intern 10 Hours/Week Define your voice President – Brendan Content Strategy Create a Master Publishing Plan Utilize Wildfire Social Media Tracker Create a Klout account Create a Google Analytics account Utilize Facebook Insights Facebook Create a Facebook Publishing Plan New plan per month Post photos of at least 1 job per week Before or after customer interaction Add a cover photo Twitter Create a Twitter Publishing Plan Follow at least 15 new people Every Week Re-tweet at least two industry (non- company) articles per week YouTube Create a YouTube Publishing Plan Create one how-to video per month Add at least one customer review per month Blog Create a Blog Publishing Plan Minimum one blog post per week LinkedIn Create a LinkedIn Profile Create a LinkedIn Publishing Plan Create a LinkedIn Group Invite 10 people to group per week Join one relevant group per week Listen & Engage Sign Up on HootSuite Sign Up for Google Alerts Sign Up for Social Mention