2. 2
PLAGIARISM DECLARATION
Student Name: Mario Bacco
Course of Study: Postgraduate Diploma in Digital Marketing (111010-PG-Web)
Assignment Title: Digital Marketing Strategy for Woodfactory
Submission Date: 25/01/2015
Declaration:
I declare that, to the best of my knowledge and belief, this assignment is my own work,
all sources have been properly acknowledged, and the assignment contains no
plagiarism.
I further declare that I have not previously submitted this work or any version of it for
assessment in any other courses or award offered by the Digital Marketing Institute, or
any other institution, without first ensuring that an explicit provision has been made and
that I have obtained written permission from my Course Director for doing so.
Student’s Signature:
Date of signing: 25.01.2015
3. 3
Contents
1. Executive summary
2. Organizational background
3. Situation Analysis
3.1. Woodfactory Digital Activities
3.2 Competitive analysis
3.3 Swot Analysis
4. Target Audiences & Buyers Personas
4.1 Fashion Addicted
4.2 Art Professional
4.3 Art and Design Driven
5. Objectives
5.1 Increase Web Site unique visits from organic search
5.2. Increase Facebook Fans
5.3 Increase Facebook Engagement
6. Channels
6.1 Search Engine Optimization
6.2 Website
6.3 Facebook
7. Action Plan
7. Budget
9. Measurements
10. List of references
Appendix 1 – Situation Analysis
Appendix 2 – Organic Search
Appendix 3 - SEO
Appendix 4 – Company Website
Appendix 5 – Facebook Channel
Appendix 6 – Action Plan
Appendix 7 - Budget
4. 4
Word Count
Word Count N.
Executive Summary 191
Organization Background 122
Situation Analysis 1127
Target Audiences & Buyers Personas 517
Objectives 352
Channels 1822
Action Plan 373
Budget 500
Measurements 519
Total 5523
5. 5
1. Executive Summary
This research is written from the perspective of Woodfactory, a small furniture shop established
in 2011 and located in the city of Zurich and managed by its owner and founder.
Introduction to Document: Digital Marketing Strategy
This document is divided into several sections as follows:
1. Situational Analysis: marketing activities of the company and its closest competitors.
2. Target Audiences and Buyer Personas: the three key Buyer Personas which the
company aims to target its marketing efforts.
3. Objectives: targets of the strategy, formatted as SMART goals.
4. Channels: digital channels that will be used to achieve above goals.
5. Action Plan: tasks and responsibilities on a time frame to achieve strategy objectives.
6. Budget: a detailed proposal in terms of monetary costs and time required to implement
the above action plan.
7. Measurements: methods to ensure activities and performances are tracked and
monitored to achieve the goals in a timely manner.
The document is closed with a list of References and a number of Appendices which include
additional supporting data, graphics, and information too large or lengthy to be included in the
main body of the document.
6. 6
2. Organizational Background
Established in 2011, Woodfactory is a small "furniture-port-shop" placed in the middle of the
city of Zurich. The business is mainly managed by the founder alone, with the different
required activities (financial, legal, pr, marketing) performed with the involvement of
external agencies or temporarily staff.
This shop aims to offer unique products with a quite distinctive and different design, which
are produced around the world by small manufacturers and not sold through the normal
channels.
A large selection of pieces is made of recycled wood: wooden boats, old doors, planks of
wood ceilings, etc. Some wooden elements are combined with metal and get a new industrial
vintage look.
The offer of Woodfactory combines three basic characteristics: functionality, original
design and reasonable price.
7. 7
3. Situation Analysis
In terms of marketing spending, a yearly budget of around 7.000CHF is currently spent
mainly between two mayor activities:
BTL (flyers, POS materials, tram displays, in store or external events): 80%
Digital (Website, Facebook): 20%
3.1 Woodfactory Digital Activities: Website & Facebook
a) Website
As mentioned digital activities are currently represented by the company Website and the
company Facebook page.
The company site was launched at the foundation of Woodfactory (August 2011) and
looking at Google Analytics metrics for CY 2014 the site had 38.229 sessions (+21% vs
prev. year) and 28.459 unique visits (+22% vs previous year), around 72% of which
(20.490) were from new visitors.
The bounce rate is at 39% (40% in 2013), therefore the site gets an average of 1.447 visitors
per month (+20% vs prev. year) once bounce rate is deducted.
The average time spent on the website is 2m16s (+20% vs previous year), with an average of
3,84 pages per visit (+38% vs previous year). About 54% of the traffic comes from desktop
users (64% in 2013), while remaining 27% coming from mobile devices (20% in 2013) and
19% from tablet (15% in 2013).
Important to notice that CY 2014 web site metrics showed an increase across all parameters
compared with CY13, particularly after the introduction of the new Web site layout in May
2014 (table below).
8. 8
Woodfactory Site metrics (Google Analytics)
Jan-Apr 2013 Jan-Apr 2014 Var May-Dec 2013 May-Dec 2014 Var
Sessions 11'774 13'231 12% 19'779 24'998 26%
Unique Visits 8'853 10'379 17% 14'844 18'529 25%
Bounce Rate 35.77% 42.64% 7% 41.72% 36.80% -12%
Average Time Spent 1.59 1.44 -0.15 1.5 2.33 0.83
Pages per visit 2.99 2.61 -0.38 2.64 4.49 1.85
In terms location and languages, visits are dominantly (85%) coming from Switzerland
(57% of which from Zurich Region) and German speaking visitors (72%), suggesting clear
priorities both in terms of geographic reach and languages applied (keywords, ads, etc.).
Looking at demographics (Oct 2014-Feb 2015, Google Analytics), 40% are 25-34 year old,
23% between 35-44 years old, followed by 45-54 year old (15%), 55-64 year old (8%) and
remaining above 65, with a prevalence of females (61%) confirmed across each age band.
As regards the acquisition channels, Organic Search plays a major role bringing 45% of the
traffic, followed by Direct (28%), Paid Search (17%), Referral (5%) and Social (4%).
Furthermore looking at engagement parameters (Bounce Rate, Time Spent and Pages/Visit),
Organic Search really stands out as the key channel to get new engaged visits.
Acquisition Channels (Google Analytics Jan2014-Dec 2014)
Traffic Acquisition New Visits Bounce Rate Time Spent Avr N. Pages/Visit
Organic Search 45% 45% 36% 2m31s 4,24
Direct 28% 26% 44% 2m12s 3,35
Paid Search 17% 19% 34% 1m44s 3,89
Referral 5% 5% 55% 2m07s 2,96
Social 4% 5% 36% 2m08s 3,68
E-Mail 1% 0% 34% 3m54s 4,78
100% 100% 39% 2m16s 3,84
b) Facebook
As regards the Facebook presence, a Facebook Company Page was created since 2011, and
currently total “Like count” is at 2.266 (at 31 Dec. 2014), strongly increased vs. previous
year (1.070) and representing about 100 likes per month in CY 2014, with a reach of
867.332 people (about 72.278 per month) mainly paid (94%).
9. 9
Majority of Woodfactory Facebook Fans are females (57% vs 41% males) in the band age
25-34 (49%) and 35-44, (35%), mainly located in Switzerland (95%).
Woodfactory Facebook Fans (Facebook Insight)
WoodFactory Fans 13-17 18-24 25-34 35-44 45-54 55-64 65+
Female 57% 0% 3% 30% 19% 4% 1% 1%
vs all Facebook 11% -7% -11% 18% 13% 0% -1% -1%
Male 41% 0% 2% 19% 16% 3% 1% 1%
vs all Facebook -13% -8% -16% 4% 9% -1% 0% -1%
The 26 post created in the last 6 months of 2014 reached 48.783 unique users (on average
1.876 each post), with average 0.55% engagement rate.
Conclusions: Woodfactory web site, with a new layout launched in May 2014, showing
relevant improvements as regards customer experience (time spent and pages per visit).
Both Website and Facebook Analytics confirm target customers being mainly females in the
band ages 25-34 and 35-44, with a geographic reach within Switzerland (mainly in Zurich).
3.2 Competitive analysis
In order compare Woodfactory digital activities and performance, first organic search
competitors have been identified (Organic Search Competitors by Semrush).
Organic Search Competitors (Semrush Report)
Domain Competitor Relevance Common Keywords Phisical Location
ricardo.ch 1.45 34 Swiss National
ebay.de 1.28 30 Swiss National
dawanda.com 1.06 25 Germany
mutoni.ch 0.67 16 Bern
walterwalter.ch 0.64 15 Zurich
bilgeri-moebel.ch 0.58 14 Zurich
interio.ch 0.51 12 Swiss National
ladenzeile.de 0.47 11 Germany
hektor-living.ch 0.42 10 Zurich
10. 10
Then this initial list has been compared with real market information coming from
Woodfactory owner (direct interview) and Swiss Furniture Industry data (Möbel Schweitz,
2012 Swiss furniture market).
Competitors were then grouped in two major categories:
mass market players: broad product offer, multiple stores and national coverage (for
instance IKEA, XXXLutz-Gruppe, Otto Gruppe, etc).
niche players: narrow product offer, single store with customer reach limited to a
city/canton.
Excluding mass market players, due to not comparable activities and resources, key
competitors have been identified within the niche players having following characteristics:
1. single location located in Zurich or nearby
2. niche furniture product offer positioned as industrial vintage and/or shabby chic
furniture
Once defined this competitive set (Walterwalter, Bilgeri-Moebel, Hektor-living), then key
digital activities have been compared in order to define competitive position of Woodfactory
against key competitors and define benchmarks:
a) Organic Traffic
As organic traffic, Woodfactory seems quite behind competition (see appendix 2):
Number of keywords bringing organic traffic: Woodfactory has only 18 vs 46
of Walterwalter, 42 of Hektor-living or 22 of Bilgeri-moebel.
Yearly number of search queries associated to organic keywords used
(Walterwalter best performer with 12.110 annual search queries associated with
its keywords compared with 3.020 for Woodfactory).
11. 11
Average number of search queries per keyword (Walterwalter best performer
with 263 search queries per keyword vs. 168 for Woodfactory).
Position rank achieved in organic search across different keywords compared
with competitors (see table below), clearly showing improvements required for
Woodfactory in order to increase its ranking.
Keywords Position Distribution (Semrush Report)
Column1 woodfactory.ch walterwalter.ch hektor-living.ch bilgeri-moebel.ch
Top 3 Ranking 1 16 6 0
Positions 4-10 8 14 19 9
Positions 11-20 9 16 17 13
As a results estimated Monthly Organic Traffic (by Semrush) of Woodfactory (137) is far
below its main competitors Walterwalter (1.739), and Hektor-living (423).
b) Paid Search
A previously mentioned, looking at google analytics for CY 2014 paid search brought 17% of
Woof Factory web traffic, with a bounce rate of 34%. Therefore after deducting bounce rate,
about 282 new visitors landed on Woodfactory web site each month through paid search,
though average time spent (1minute 44seconds) was the lowest across all channels.
On the other hand Semrush Reports indicate that across 2014 key competitors (Walterwalter,
Bilgeri-Moebel, Hektor-living) did not invest on paid search.
c) Facebook
Comparing against competitors, Woodfactory facebook page shows the highest number of
fans. Nevertheless the higher number of posts per week of Walterwalter (1.16) compared
with the 0.8 of Woodfactory and the far better engagement rate of both Walterwalter (5.2%)
and Hector-living (5.3%) is really showing effort of competitors to close the gap and promote
through social.
12. 12
Facebook Indicators Woodfactory vs competitors (LikeAlyzer Report May 2015)
By LikeAlyzer woodfactory.ch walterwalter.ch bilgeri-moebel.ch hektor-living.ch
Fans 2410 2158 48 169
Last month growth 2.29% 4.20% 4.35% 1.20%
Engagement Rate 0.55% 5.2% 0% 5.3%
Post per week 0.83 1.16 0.29 0.33
Likes,Comments & Share per post 11 14 4 3
Conclusions:
Woodfactory is a small organization, relying on outsourcing on many activities; nevertheless
the owner has clearly understood the potential of digital marketing since the establishment of
the company though digital. Indeed after 3 years from its first release the company web site
has been completely renewed, bringing immediate benefits across different parameters.
Woodfactory is overall well positioned in terms of digital activities but there is a relevant gap
in terms of organic search ranking against its main competitor (Walterwalter).
Closing this gap and better exploiting its Facebook presence will enable Woodfactory to
better position itself as “vintage industrial furniture shop, while offsetting the current key
weakness of a shop located in the suburbs of Zurich.
3.3 Swot Analysis
Strenghts Weaknesses
> Company open to Digital Marketing > Store location in Zurich suburbs
> New website design launched in May 2014 > Organic traffic andnatural keywords ranking
> Facebook presence vs. Key competitors > E-commerce not exploited
Opportunities Threats
> Swiss landscape digitally very advanced > Increasing digital competitionfrom current key competitors
> Attract new customres through increased/more effective digital
marketing activities > Entrance of new players in the vintage furniture niche offer
> Further usage of social channels
13. 13
4. Target Audiences & Buyers Personas
In this section the three key Buyer Personas have been developed for Woodfactory, using
data gathered from Google Analytics and Facebook Insights, plus interviews with customers
in the store and with the company founder. For each Persona details of their location, age,
gender, marital status, occupation, have been summarised together with other elements such
as lifestyle, hobbies, and channel preferences, in order to provide elements for budget
allocation.
4.1 Fashion Addicted
Jenny is 25-34 years old single/in relationship, living in Zurich and working in a fashion
chain.
Her hobbies are dancing, going to the gym and anything related with art and fashion as
always looking for the latest fashion trends. She has a very active social life and strongly
exploiting Zurich nightlife.
She is a Facebook and Pinterest heavy user in order to communicate and share with her
friends about latest fashion trends or events happening in the city or post pictures about her
latest holidays. She spends most of her income on the rent (the major cost she needs to bear)
while the remaining part is available for her social & lifestyle activities.
As regards her interest in furniture, she is mainly interested in small design objects that can
help her to decorate her apartment (sideboards, lamps, carpets, etc.).
She is very easy to reach with some constrains on disposable income but she does share a lot
of content, therefore delivers value through reach extension and advocacy, while representing
potentially future high value customer, therefore the recommendation budget allocation is
35% to attract, sell and retain for the future.
14. 14
4.2 Art Professional
Mark is 25-34 years old married, living in Zurich, where he works for a cooking magazine
as he is a professional photographer as well as trained chef and certified hotelier.
His hobbies are cooking, food, art and design as he studied cooking and hotel management at
the Hotelfachschule in Zurich. He is a Facebook and Instagram heavy user in order to
communicate with his friends and share his professional photos and activities.
He has a quite good disposable income considering the double salary available in his
household while limited time for social activities.
As regards his interest in furniture, he is mainly interested in design objects from a
professional stand point as well as to decorate his apartment. Recommended budget
allocation for him is 25%, to attract and sell.
4.3 Art and Design Driven
Annette is 35-44 years old married, living in Zurich and working in a hospital.
Her hobbies are listening music, reading books, going to concerts and contemporary art
exhibitions.
She uses Facebook to communicate with her friends and share info about her discoveries on
music bands, books, art galleries, or just artistic images and pictures.
She has a high disposable income considering the double salary available in her household
(herself and her husband).
As regards her interest in furniture, she is interested in nice design objects that can help her to
renovate her apartment. She is considered a high value target therefore recommended
budget allocation for her is 40% in order to attract and sell.
15. 15
5 Objectives
In order to set up “digital” objectives, first needs to be underlined the key elements
characterising the furniture industry (see Assignment 1 for further reference):
a) Low frequency of purchase
Attracting new potential customers is crucial for business sustainability
b) High level of customer involvement, both emotionally and financially
Decision process (from awareness to purchase) takes quite long time, therefore
important to establish a strong and durable relation with the costumer also to
exploit advocacy
In store purchase still having a crucial role, with e-commerce potential quite
limited specially in case of high value and high tailored objects
Therefore following Specific, Measurable, Achievable/Actionable, Realistic, and Measurable
Digital Objectives are established:
5.1 Increase Web Site unique visits from organic search from 651 to 781 monthly
(bounce rate deducted).
Description: in full CY 2014 Woodfactory website had on average 1.447 unique visits across
the different acquisition channels (+20% vs prev. year).
But considering the lack of Woodfactory site performance in terms of Domain Authority, Site
& Server Speed, Keywords Use and Ranking, a further 20% increase seems feasible
specifically for the organic search new visitors (45% of the total), therefore moving from
monthly 651 unique new visitors to 781 (bounce rate deducted).
16. 16
5.2 Increase Facebook Fans base exploiting monthly website new visitors (previous
point) enrolling 1% monthly new visitors.
Description: currently Woodfactory website has the main objective of providing information
to visitors regarding the product range and store location.
E-commerce potential is rather limited due to product offer being very tailored.
In addition to providing information to visitors, a second objective of the portal should be
engaging web visitors in a long lasting relation through Facebook.
5.3 Increase Facebook Engagement from 0.55% to 3%.
Description: despite a good Fan base (compared with main competitors) engagement rate at
0.55% is extremely low compared with Walterwalter (5.2%).
Post per week is also very low (0.83). Facebook needs to be better exploited in order to
showcase high valuable and tailored products.
An average 3% engagement seems a first realistic target between current performance and the
5% achieved by walterwalter.
17. 17
6 Channels
This section introduces the channels that will be used to target and engage Woodfactory
Buyer.
6.1 Search Engine Optimization
Organic traffic is obviously the key entry port in order to attract potential new buyers in the
early phase of the decision process.
This also applies to the case of the furniture industry in general, and specifically in the Swiss
landscape as reported in a 2010 Swiss based research (Think with google, Online shopping in
Switzerland) that confirms 24% of the sample (Internet users above 14 years old) looking at
brands/manufacturers websites and another 24% making on-line search on furniture products
(see graph below).
Source: Think with google, Online shopping in Switzerland, 2010
Woodfactory website with the new layout implemented in May 2014 clearly shows
improved performances in terms of bounce rate, average time spent and pages per.
But Organic Traffic is really far from its potential (details in appendix 2). Indeed
Woodfactory estimated Monthly Organic Traffic (by Semrush) of 137 visits is far below its
main competitors Walterwalter (1.739), and Hektor-living (423).
Furthermore looking at Organic Search Queries (see appendix 3) it is evident that most of
the organic traffic is coming through search queries already including the
18. 18
“woodfactory” keyword, although in different variants (woodfactory, wood factory, wood
factory zürich, etc), while traffic coming from more generic keywords, typical of search
queries performed at the initial stage of the purchase funnel, is very limited due to the low
rank position achieved.
This implies that actually Woodfactory organic traffic, though bringing about 70% of new
visitors, is mainly bringing people that somehow already know the company (as probably
exposed to Woodfactory BTL activities) while lacking to attract potential new buyers being
in the early phase of information search.
Search Engine Optimization channel should actually address the main task of attracting
new potential buyers searching for “vintage furniture” but not considering Woodfactory as
potential brand/supplier yet.
Woodfactory web site shows a deficit of keywords utilization both from a quantitative (18
keywords compared with 46 of walterwalter website) and qualitative (average 168 search
queries per keyword vs 263 of best in class competitor).
Semrush Report Dec 13-Nov 14
Column1
N. Organic Keywords bringing
traffic to the website
Number Search Queries
in CY14
Average number Search
Queries per Keyword
woodfactory.ch 18 3020 168
bilgeri-moebel.ch 22 1580 72
walterwalter.ch 46 12110 263
hektor-living.ch 42 6340 151
Here the aim should be to close the gap moving from 18 to 35 keywords used (generating
most competitors’ traffic) and average search queries per keyword from 168 to 250.
Looking in particular to the best in class competitor (Walterwalter.ch – appendix 3) it is
evident that to attract more organic traffic a full reposition of Woodfactory keywords toward
the “vintage möbel” variants needs to be fully accomplished, moving fully away from
Woodfactory original “shabby chic möbel” positionig.
Furthermore current metatags, header tags and contents need to be aligned accordingly
while today still based on the old “shabby chic” philosophy (see appendix 3).
19. 19
Page and Domain Authority needs to be addresses as well, aiming to close the gaps
compared with Walterwalter web site (summary table below and details in the appendix 3).
MOZ Open site Explorer
Column1 woodfactory.ch walterwalter.ch hektor-living.ch bilgeri-möbel.ch
Page Authority 34 42 33 38
Internal Links 24 108 235 0
External Links 32 136 41 1855
Total Links 56 244 276 1855
Domain Authority 23 31 28 26
To do so, tools like Moz Open site Explorer and/or Majestic SEO can be exploited to analyse
most relevant and useful external links implemented by competitors (mostly within sites,
blogs or newspapers articles on lifestyle, Zurich shops, home furniture or estate websites).
Aim should be to close the gap rising from current 56 to 150 links (compared with 244 of
Walterwalter).
Page Speed is another factor currently reducing woodfactory website ranking (summary
table below and details in the appendix 3).
Speed Tests (woodfactory vs.competition)
Column1 woodfactory.ch walterwalter.ch hektor-living.ch bilgeri-möbel.ch
PageSpeed Insights Desktop 58/100 74/100 42/100 87/100
PageSpeed Insights Mobile 45/100 64/100 32/100 72/100
Pingdom Website Speed 64/100 78/100 88/100 84/100
Although competitors like hektor-living or bilgeri-moebel get better scores mainly due to
more simple sites, once again walterwalter outperforms despite having a site comparable with
woodfactory in terms of complexity and images.
In particular, following some of the recommendations from PageSpeed Insights and Pingdom
website speed, a right balance needs to be achieved between the need of high-res product
images in the woodfactory site and the download timing of the pages.
Finally others on page SEO, like html Site Map, XML sitemap and regular use of crawling
tools (SEO Moz Crawl test or Screaming Frog SEO Spider Tool) should also help to achieve
a relevant increase in organic traffic.
20. 20
Conclusions
With above mentioned actions the first objective of increasing monthly organic search new
visitors from 651 to 781 (bounce rate deducted) is considered achievable within 4 months
from implementation.
6.2 Company Website
As previously mentioned, woodfactory company website has far improved User Experience
since May 2014 with the introduction of the new layout, especially as regards bounce rate
(from 42.64% to 36.80%), average time spent (up to 2m.33sec) and pages per visits arrived to
4.49.
Woodfactory Site metrics (Google Analytics)
Jan-Apr 2013 Jan-Apr 2014 Var May-Dec 2013 May-Dec 2014 Var
Sessions 11'774 13'231 12% 19'779 24'998 26%
Unique Visits 8'853 10'379 17% 14'844 18'529 25%
Bounce Rate 35.77% 42.64% 7% 41.72% 36.80% -12%
Average Time Spent 1.59 1.44 -0.15 1.5 2.33 0.83
Pages per visit 2.99 2.61 -0.38 2.64 4.49 1.85
Therefore just small adjustments are required to complete the content shift from the original
“shabby chic furniture provider”, still present is some sub-sections (see example below), to
the “vintage furniture provider”.
http://www.woodfactory.ch/portrait/
21. 21
Also looking at user journey (appendix 4) the behaviour flow shows traffic mainly landing
in the home page (80%) and then moving into the product page (51% of clicks). As regards
home page, only potential change suggested regards its length, as requires three times
scrolling in order reach the bottom of the page which indeed shows modest click rates (see
appendix 4).
While considering the different product pages (see appendix 4), sideboards, couch-
beistelltische and stuehle-hocker represent the top three product categories in terms of traffic,
in line with actual sales volumes.
But if the the major objective of Woodfactory website, providing product information, is
properly fulfilled, on the other side e-commerce results are modest (less than 2% of the
total sales coming through web).
As mentioned this is strictly related with the overall characteristics of the furniture purchase
(high level of customer involvement, both emotionally and financially), and also due to the
specific product range and positioning of Woodfactory (tailored no-standardized furniture).
Therefore together with the task of providing info to customers in the information search
phase, a second task of the website should be to engage web visitors in a long lasting relation
moving them into Woodfactory Facebook page.
Tough the current Woodfactory homepage already has a Facebook “like box” in each page of
the website, its design is very simple and text based (“Gefält mir” – image below).
22. 22
Indeed current click rate is at 0.1% on the Facebook like box in the home page, and even
lower in the product pages subsections (appendix 4).
But considering the high usage of Facebook by all three buyer personas identified, a target of
1% CR is considered achievable after testing and implementing some changes:
1. Modify current Like Box “Gefält mir” adding more recognisable and appealing
Facebook badge (example image below)
2. A variant of the same icon with the call to action “follow us/join us on Facebook”
should be tested (example below).
3. Furthermore a pop up/call to action should be implemented in the products
subsections in order to engage with visitors clearly showing deeper interest for
Woodfactory product range.
Conclusions
The objective of engaging 1% of Woodfactory website new visitors as Facebook fans would
represent, considering the CY2014 38.229 unique visitors of the site, about 27 new Facebook
fans per month, while considering organic improvements (objective 1) around 29 new fans
per month.
23. 23
This objective is considered achievable despite the proposed changes might look mild
compared with the improvement aimed (currently 0.1%) considering the large audience of
Facebook users in Switzerland (3.2 million in May 2013 being 64% of the Swiss online
population) and the identified buyer personas being Facebook heavy users.
6.3 Facebook – Social media
As mentioned Woodfactory Facebook presence was established since 2011, and currently
total “Like count” is at 2.266 (at 31 Dec. 2014), strongly increased vs. previous year (1.070)
and representing about 100 likes per month in CY 2014.
Comparing some key Facebook indicators against competitors, Woodfactory facebook page
shows the highest number of fans (see appendix 5).
Nevertheless the higher number of posts per week of Walterwalter (1.16) compared with the
0.8 of Woodfactory and the far better engagement rate of both walterwalter (5.2%) and
hector-living (5.3%) is really showing effort of competitors to close the gap and promote
through social.
But the social media channel needs to become a key element of Woodfactory digital
strategy considering the channel characteristics (designed for people to connect with the
people and things they care most about) and the product characteristics offered by the
company (high level of customer involvement both monetary and emotionally).
Indeed all three Woodfactory Buyer Personas have Facebook accounts and access it
regularly, therefore this channel represents the best way to achieve long lasting engagement
with customers along different stages of the purchase funnel.
As first step a Social Media can play a stronger role in order to influence potential customers
being in the consideration and evaluation phase: as mentioned in the research assignment,
when considering buying new furniture consumers seem to be not particularly loyal to
specific furniture brands while different evaluation criteria are taken into consideration
(Functionality, Personal Style, Comfort, High quality, Cost-effective, Modern design, Natural
materials, Exclusivity).
24. 24
In addition Woodfactory product offer is mostly represented by a range of individual unique
pieces, therefore requiring a quite frequent update with potential customers on product
characteristics, availability, and prices.
Social channel is ideal to accomplish this task to deliver product info and updates first by
increasing number of posts, currently at 0.83 per week, at least 1 post per week and ideally
to 2-3 posts per week.
Posting regularly is indeed one of the most important and often neglected tasks for utilizing
Facebook effectively and to keep audience interested and engaged.
As regards post contents opportunities arising from new products arrival should be further
exploited as already showing engagement rates between 7% and 13% (see appendix 5).
As possible improvement, instead of current posts containing multiple product images (see
example), multiple posts should be communicated highlighting the different key
features/characteristics of each single product.
Both organic and paid posts should be used trying and testing different alternatives to match
with the different customer profiles (see matrix personas vs products price and characteristics
in appendix 5).
25. 25
Conclusions
Social Media channel, due do its own characteristics, represents the best way to keep the
relation with potential and current customers due to the long purchase process of
Woodfactory products.
The channels and objectives identified above aim the overall strategy of following
Woodfactory customers across the different stages of the purchase funnel:
a) During the Information Search phase by enhancing SEO in order to attract them
into Woodfactory website.
b) During the Consideration and Evaluation phase, first moving them into a more
stable relation within the social channel and then starting engaging them.
Looking beyond a first phase, digital strategy should then continue in a second phase (once
first phase strategy implemented and objectives achieved) exploiting social channel to move
the potential customer toward final purchase (by offering giveaways, coupons to increase in
store traffic) and then keeping customer relation and loyalty to stimulate re-purchase and
advocacy (as graph below).
Woodfactory consumers purchase funnel and digital strategy objectives
26. 26
7. Action Plan
Introduction
As mentioned before the business is mainly managed by the founder alone, while different
activities required (financial, legal, pr, marketing) are performed by external agencies or
temporarily staff.
With the same logic, to ensure the successful implementation and maintenance of the action
plan, following tasks have been identified and assigned between:
Project Supervision => Company Founder (CF)
Project Implementation => Digital Marketing Agency (MA)
The Company Founder will oversee the action plan, and will be particularly involved in the
content development of Facebook posts, as he knows the customers and the industry very
well, while all activities related with the plan implementation will be performed by the
Marketing Agency currently in charge of the web site and digital activities.
The Action Plans, detailed below and with full details in appendix 6, outline the actions,
resources, and timeframes required to achieve the company’s goals as detailed in the
Objectives section within a period of 4 months.
Objective 1: Increase Web Site unique visits from organic search
Woodfactory website has relevant gaps compared with its main direct competitors that are
negatively impacting organic traffic.
Action items listed below (focused on keywords optimization, backlinks, page/site speed,
crawling analysis) along with responsibility, frequency, sub-milestones breakdowns should
enable to improve up to 781 monthly unique visits (bounce deducted) within a 4 months
period.
27. 27
Resources Frequency Duration
Objective 1: Increase Web Site unique visits from organic search from 651 to 781 monthly (bounce rate
deducted).
Keywords competitive analysis Monitoring and Examining data (with SEMRush Tools) MA 1 per month 16 wks
Compiling Report - Keywords Gap identification vs competition MA 1 per month 16 wks
Revision and discussion of the Report with Action items agreement MA/CF 1 per month 16 wks
Implementation Action Items for Website Optimization MA 1 per month 16 wks
Meta Tags & Header tags Analysis (with Moz Page Grader) MA 1 per month 16 wks
Compiling Report- Meta Tags and Header potential changes MA 1 per month 16 wks
Revision and Discussion and Action items Agreement MA/CF 1 per month 16 wks
Implementation Action Items MA 1 per month 16 wks
Key Milestone: rising from current 18 to 35 keywords (compared with walterwalter 46)
Key Milestone: rising from current 168 search queries per keyword to 250 (compared with walterwalter 263)
Back links competitive & Gap analysis (with Moz Open site Explorer or Majestic SEO) MA 1 per month 16 wks
Compiling Report - Potential sites/partners to be contacted MA 1 per month 16 wks
Revision and Discussion and Action items Agreement MA/CF 1 per month 16 wks
Creation of contents for backlinks MA 1 per month 16 wks
Revision of contents MA/CF 1 per month 16 wks
Backlinks final placement MA 1 per month 16 wks
Key Milestone: rising from current 56 backlinks to 150 (compared with walterwalter 244)
Speed Test Analysis and Key Findings (with Pagespeed, Pingdom) MA 1 per month 16 wks
Compiling Report - Identification major causes and possible solutions & costs MA 1 per month 16 wks
Revision and Discussion and Action items Agreement MA/CF 1 per month 16 wks
Speed Improvement implementation MA 1 per month 16 wks
Key Milestone: equivalent of better page speed score compared with walterwalter.ch (Pagespeed or Pingdom)
Crawling Test Analysis and Key Findings (with SEO Moz Crawl test or Screaming Frog SEO Spider Tool) MA 1 per month 16 wks
Compiling Report - Identification major causes and possible solutions & costs MA 1 per month 16 wks
Revision and Discussion and Action items Agreement MA/CF 1 per month 16 wks
Speed Improvement implementation MA 1 per month 16 wks
Final Key Milestone: Web Site unique visits from organic search at 781 monthly (bounce rate deducted).
Objective 2: Increase Facebook Fans base
Woodfactory website has the main objective of providing information to visitors regarding
the product range and store location. In addition the web-site can be exploited to enlarge
Facebook fan base by following below listed action items, mainly focused on content
repositioning and new Facebook “like box” links.
Resources Frequency Duration
Objective 2: Increase Facebook Fans base exploiting monthly website new visitors enrolling 1% monthly
new visitors.
Content Analysis moving fully from "Shabby Chic" to "Vintage Furniture" MA 1 per month 16 wks
Compiling Report - Identification Content changes required and proposals MA 1 per month 16 wks
Revision and Agreement on content changes MA/CF 1 per month 16 wks
Content changes implementation MA 1 per month 16 wks
New Facebook link proposals development MA 1 per month 16 wks
Call to action "Follow us on Facebook" proposals development MA 1 per month 16 wks
Revision and Agreement on changes MA/CF 1 per month 16 wks
Implementation of new Facebook links and pop up MA 1 per month 16 wks
Tweaking and Improving MA 1 per month 16 wks
Key Milestone: enrolling 1% of monthly website new visitors.
28. 28
Objective 3: Increase Facebook Engagement
Despite a good number of Facebook Fan (compared with main competitors), engagement rate
at 0.55% is lower compared with best in class competitors (5.2%). Post per week is also very
low (0.83).
An average 3% engagement seems a realistic target implementing actions below listed
focused on more regular posting (at least 1 post per week), monitoring and improving of
Facebook contents.
As regards resources here a major role needs to be played by the company founder, due to
weekly tasks to be performed.
Resources Frequency Duration
Objective 3: Increase Facebook Engagement from 0.55% to 3%.
Creation of Content CF 1 per week 16 wks
Posting Varied Organic Content – Text, Graphics, Links, Videos etc. MA 1 per week 16 wks
Community Engagement – Responding to comments, questions, and messages. Conversing CF 1 per week 16 wks
Monitoring & Reporting on Posts – Recording post type and success rate(s) MA/CF 1 per week 16 wks
Tweaking & Improving MA/CF 1 per week 16 wks
Key Milestone: Increase Facebook Engagement from 0.55% to 3%.
29. 29
8. Budget
In terms of marketing spending, so far digital (Website, Facebook) has represented about
20% of the total budget, with the remaining 80% spent on traditional BTL (flyers, POS
materials, tram displays, in store or external events).
The budget developed and detailed below will not cover the total marketing activities
implemented at Woodfactory so far, but will focus on the objectives and activities identified
in this research.
This will provide Woodfactory owner a realistic estimation of expenses required to achieve
objectives identified within a period of 4 months, while slightly lower budged will be needed
to keep those objectives sustainable mid and long term.
Objective 1: Increase Web Site unique visits from organic search from 651 to 781
monthly (bounce rate deducted).
Here budget assumptions are based on actual quotation received from SEO Swiss (appendix
7) for a SEO service on Woodfactory website, for a period of 4 months on a selection of 10
keywords (150 CHF per month, 600CHF in 4 months). On top of Marketing Agency cost
(MA), time spent by the company founder (CF) to attend the meetings with the agency (as
mentioned in the Action Plan) is estimated in terms of hours spent (6 hours per month).
Once objective achieved, about additional 130 unique visitors per month would be collected
through the website against a monthly cost that should slightly decrease from the initial
150CHF, while a major reduction is expected regarding the time required by company
founder (around 3 hours per month).
Resources Frequency
CHF HRS CHF HRS CHF HRS CHF HRS
SEO
On Site optimization MA 1 per month 75 75 75 75
Off Site optimization MA 1 per month 75 75 75 75
Revision and discussion of the Report with Action items agreement CF 1 per month 6 6 6 6
Total Costs 150 150 150 150
MONTHS 1 MONTHS 2 MONTHS 3 MONTHS 4
30. 30
Objective 2: Increase Facebook Fans base enrolling 1% monthly new visitors of
Woodfactory Website.
As regards objective 2 a monthly costs of 50 CHF is estimated considering the small changes
required to Woodfactory website in order to modify and enhance Facebook like box across
the site pages and developing further pop-ups in order to drive Facebook fans enlargement.
Once changes implemented the objective is to end up with circa 27-29 new Facebook fans
per month with a limited investment across a 4 month period (200CHF and 12 working hours
of the company founder) with far less costs and time still to be invested after the 4th
month.
Resources Frequency
CHF HRS CHF HRS CHF HRS CHF HRS
Objective 2: Increase Facebook Fans base enrolling 1% monthly
new visitors of Woodfactory Website.
Changing content from "Shabby Chic" to "Vintage Furniture" MA 1 per month
Implementation of new Facebook links and pop up MA 1 per month
Tweaking and Improving MA 1 per month
Revision and Agreement on content changes CF 1 per month 3 3 3 3
50 50 50 50
MONTHS 1 MONTHS 2 MONTHS 3 MONTHS 4
Objective 3: Increase Facebook Engagement from 0.55% to 3%
In order to reach objective 3 it is crucial to raise number of posts per week from current 0.83
to at least 1 (ideally 2 per week). This activity is currently performed by the company
founder, considering his knowledge about the product and the customers.
Therefore budget assumption regards cost of paid reach (agreed with Woodfactory founder to
consider 125CHF per month) and the time spent on content creation, posting, monitoring and
improving requiring about 16 hours per month (ongoing base).
Resources Frequency
CHF HRS CHF HRS CHF HRS CHF HRS
Objective 3: Increase Facebook Engagement from 0.55% to 3%.
Creation of Content CF 1 per week 4 4 4 4
Posting Varied Organic & Paid Content – Text, Graphics, Links, Videos etc.MA 1 per week 125 125 125 125
Community Engagement – Responding to comments, questions, and messages. ConversingCF 1 per week 4 4 4 4
Monitoring & Reporting on Posts – Recording post type and success rate(s)MA/CF 1 per week 4 4 4 4
Tweaking & Improving MA/CF 1 per week 4 4 4 4
Total Cost 125 16 125 16 125 16 125 16
MONTHS 1 MONTHS 2 MONTHS 3 MONTHS 4
Total budget required will be therefore 325CHF per month (1.300CHF over 4 months period)
and 25 hrs per month of the company founder. On an annual base therefore additional
3.900CHF to current marketing expenses.
31. 31
9. Measurements
This section details the methods which the company will utilise to monitor the progress of the
objectives. Using the methods outlined below, the company will be able to examine the
successes and failings of the objectives on a weekly basis.
Objective 1 (SEO: enlarge number of potential customers while being in the information
search phase looking for “vintage möbel”.
In order to track and monitor activities aimed to improve SEO performance, several sub-
aspects have been identified:
a. Keywords: by using Semrush tool, competitors’ keywords can be analysed in order
to identify both quantitative and qualitative gaps.
SEMRUSH Organic Keywords Report
To measure Woodfactory keywords usage, metrics of number keywords used (aiming from
current 18 to 35 compared with walterwalter 46) and more important search queries per
keywords (from current 168 to 250 compared with walterwalter 263) are established.
b. Backlinks: by using tools as Moz Open site Explorer, Majestic SEO or Semrush,
competitive analysis can be performed in order to identify most relevant and useful
external links implemented by competitors (mostly within sites, blogs or newspapers
32. 32
articles on lifestyle, Zurich shops, home furniture or estate websites).
To measure success in this area, the aim is to move from current 56 to 150 links (compared
with 244 of walterwalter).
c. Page & Site Speed: following some of the recommendations from PageSpeed
Insights and Pingdom website speed, a right balance needs to be achieved between the
need of a quite rich site with multiple high-res product images / contents and the
download timing of the pages. Objectives in this area should be to achieve a minimum
score of 70 (PageSpeed Insights) and 80 (Pingdom Website) respectively.
d. Crawling: by regular use of tools like SEO Moz Crawl test or Screaming Frog SEO
Spider Tool, right structure of the site, correct application of Meta descriptions and
Keywords needs to be achieved.
e. Page and Domain Authority, needs to be constantly monitored as well by using
tools like MOZ Open Site Explorer with the objective of closing gaps vs competition
(see table below).
MOZ Open site Explorer
Column1 woodfactory.ch walterwalter.ch hektor-living.ch bilgeri-möbel.ch
Page Authority 34 42 33 38
Internal Links 24 108 235 0
External Links 32 136 41 1855
Total Links 56 244 276 1855
Domain Authority 23 31 28 26
f. Keywords Ranking, as a result of above actions and improvements, an overall
improvement of woodfactory keywords ranking should be achieved through Semrush
or Google Analytics), closing gap vs walterwalter compared with 2014 status (below
table).
Keywords Position Distribution (SemRush Jan-Nov 2014)
Column1 woodfactory.ch walterwalter.ch hektor-living.ch bilgeri-moebel.ch
Top 3 Ranking 1 16 6 0
Positions 4-10 8 14 19 9
Positions 11-20 9 16 17 13
33. 33
Monthly checks of above measurements and following improvements should finally enable
the achievement of the SEO objective to increase Woodfactory website unique visits from
organic search from 651 to 781 monthly (bounce rate deducted) within a period of 4 months.
Objective 2: Increase Facebook Fans base exploiting monthly website new visitors.
In this case objective is measurable by monitoring the CTR on the Facebook like Boxes
placed within Woodfactory website and in case of pop-up “become a fan” implementation.
Objective to be achieved, within 4 months, is to obtain a 1% CRT.
Objective 3: Increase Facebook Engagement from 0.55% to 3%.
The Facebook measurement and monitoring can be performed regularly with the Facebook
Insights platform. The Posts tab provides full details regarding the each post on Reach
(Organic/Paid) and different engagement measures, while navigating within individual post
provides exact figures per post.
34. 34
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37. 37
APPENDIX 1 – Situation Analysis
a) Woodfactory Site metrics (Google Analytics)
38. 38
APPENDIX 2 – Organic Search
A. Woodfactory Organic Keywords Report (Semrush Report Dec 13-Nov 14)
Keywords bringing users to
the Wood Factory website
Position the domain
gets in organic search
Previous Position the
domain gets in organic
search
Average number of search
queries for the given keyword
in last 12 months
% Traffic driven to the
website with the given
keyword
vintage möbel 6 11 1900 71%
sideboard shabby chic 1 2 30 10%
vintage möbel schweiz 3 4 110 7%
shabby chic möbel schweiz 11 14 140 5%
möbel vintage 3 6 50 3%
vintage tisch 4 4 50 1%
shabby chic zürich 8 0 110 1%
shabby chic schweiz 19 17 590 1%
vintage gartenmöbel 9 0 40 1.0%
3020 99%
39. 39
B. Walterwalter Organic Keywords Report (Semrush Report Dec 13-Nov 14)
Keywords bringing users to
the Walterwalter website
Position the domain gets in organic
search for the given keyword
Previous Position the domain
gets in organic search
Average number of search queries for
the given keyword in last 12 months
% Traffic driven to the website with
the given keyword
vintage möbel 1 1 1900 51.4
vintage 5 4 5400 15.5
retro möbel 1 1 210 5.7
walter vintage 1 1 170 4.6
vintage teppiche 1 1 140 3.8
möbel zürich 8 8 1900 3.3
vintage möbel schweiz 1 1 110 3.0
vintage teppich 1 1 90 2.4
teppich vintage 1 1 50 1.4
möbel vintage 1 1 50 1.4
vintage accessoires 1 1 40 1.1
vintage gartenmöbel 1 1 40 1.1
vintage einrichtung 1 1 40 1.1
vintage teppiche 2 0 140 1.0
walter vintage möbel 1 1 30 0.8
möbelgeschäfte zürich 11 9 170 0.5
vintage tisch 2 2 50 0.4
vintage einrichtung 2 2 40 0.3
möbelgeschäft zürich 11 9 110 0.3
vintage möbel günstig 3 2 50 0.2
möbelhäuser zürich 9 9 140 0.2
mobel zurich 6 3 70 0.2
lampe vintage 4 4 40 0.2
möbelladen zürich 7 7 70 0.2
vintage lampen 7 5 70 0.2
gebrauchte möbel zürich 11 13 50 0.1
moebel zuerich 9 7 70 0.1
vintage möbel shop 6 6 40 0.1
vintage möbel shop 7 7 40 0.1
mobel 17 18 390 0.1
retro lampen 8 6 50 0.1
impressionen möbel 9 12 50 0.1
kindermöbel zürich 12 13 110 0.1
vintage schrank 11 8 30 0.1
möbel in zürich 9 9 40 0.1
vintage kommode 12 12 90 0.1
vintage stühle 8 15 30 0.1
12110 100%
40. 40
C. Hektor-living Organic Keywords Report (Semrush Report)
Keywords bringing users to
the Hektorliving website
Position the domain gets in organic
search for the given keyword
Previous Position the domain
gets in organic search
Average number of search
queries for the given
keyword in last 12
months
% Traffic driven to
the website with
the given keyword
vintage möbel 3 3 1900 40.42
möbel zürich 4 4 1900 31.44
retro möbel 3 3 210 4.46
second hand möbel 2 0 110 3.38
vintage möbel schweiz 2 2 110 3.38
vintage sessel 3 3 90 1.91
bigla gartenmöbel 11 9 170 1.88
moebel zuerich 3 3 70 1.48
vintage gartenmöbel 2 2 40 1.22
vintage tisch 3 3 50 1.06
möbelgeschäft zürich 7 13 110 1.04
gartenmöbel zürich 9 9 140 0.99
vintage stühle 2 2 30 0.92
ledersessel vintage 6 5 70 0.82
vintage lampen 6 3 70 0.82
möbel vintage 4 5 50 0.82
second hand zürich 19 18 1000 0.7
mobel zurich 7 8 70 0.66
vintage möbel shop 4 4 40 0.66
sessel vintage 3 2 30 0.63
vintage ledersofa 3 3 30 0.63
gebrauchte möbel zürich 6 7 50 0.59
6340 99.91
54. 54
APPENDIX 6 – Action Plan
Resources Frequency Duration Mon Tue Wed Thr Fri Mon Tue Wed Thr Fri Mon Tue Wed Thr Fri Mon Tue Wed Thr Fri
Objective 1: Increase Web Site unique visits from organicsearch from 651to 781monthly (bounce rate
deducted).
Keywords competitive analysis Monitoring and Examining data (with SEMRush Tools) MA 1per month 16wks
Compiling Report - Keywords Gap identification vs competition MA 1per month 16wks
Revision and discussion of the Report with Action items agreement MA/CF 1per month 16wks 1
Implementation Action Items for Website Optimization MA 1per month 16wks
Meta Tags & Header tags Analysis (with Moz Page Grader) MA 1per month 16wks
Compiling Report- Meta Tags and Header potential changes MA 1per month 16wks
Revision and Discussion and Action items Agreement MA/CF 1per month 16wks 1
Implementation Action Items MA 1per month 16wks
Key Milestone: rising from current 18to 35keywords (compared with walterwalter46)
Key Milestone: rising from current 168search queries perkeyword to 250(compared with walterwalter263)
Back links competitive & Gap analysis (with Moz Open site Explorer or MajesticSEO) MA 1per month 16wks
Compiling Report - Potential sites/partners to be contacted MA 1per month 16wks
Revision and Discussion and Action items Agreement MA/CF 1per month 16wks 1
Creation of contents for backlinks MA 1per month 16wks
Revision of contents MA/CF 1per month 16wks
Backlinks final placement MA 1per month 16wks 1
Key Milestone: rising from current 56backlinks to 150(compared with walterwalter244)
Speed Test Analysis and Key Findings (with Pagespeed, Pingdom) MA 1per month 16wks
Compiling Report - Identification major causes and possible solutions & costs MA 1per month 16wks
Revision and Discussion and Action items Agreement MA/CF 1per month 16wks 1
Speed Improvement implementation MA 1per month 16wks
Key Milestone: equivalent of betterpage speed score compared with walterwalter.ch (Pagespeed orPingdom)
Crawling Test Analysis and Key Findings (with SEO Moz Crawl test or Screaming Frog SEO Spider Tool) MA 1per month 16wks
Compiling Report - Identification major causes and possible solutions & costs MA 1per month 16wks
Revision and Discussion and Action items Agreement MA/CF 1per month 16wks 1
Speed Improvement implementation MA 1per month 16wks
Final Key Milestone: Web Site unique visits from organicsearch at 781monthly (bounce rate deducted).
Objective 2: Increase Facebook Fans base exploiting monthly website new visitors enrolling 1% monthly
new visitors.
Content Analysis moving fully from "Shabby Chic" to "Vintage Furniture" MA 1per month 16wks
Compiling Report - Identification Content changes required and proposals MA 1per month 16wks
Revision and Agreement on content changes MA/CF 1per month 16wks 1
Content changes implementation MA 1per month 16wks
New Facebook link proposals development MA 1per month 16wks
Call to action "Follow us on Facebook" proposals development MA 1per month 16wks
Revision and Agreement on changes MA/CF 1per month 16wks 1 1
Implementation of new Facebook links and pop up MA 1per month 16wks
Tweaking and Improving MA 1per month 16wks
Key Milestone: enrolling 1% of monthly website new visitors.
Objective 3: Increase Facebook Engagement from 0.55% to 3%.
Creation of Content CF 1per week 16wks 1 1 1 1
Posting Varied Organic& Paid Content –Text, Graphics, Links, Videos etc. MA 1per week 16wks 1 1 1 1
Community Engagement –Responding to comments, questions, and messages. Conversing CF 1per week 16wks 1 1 1 1
Monitoring & Reporting on Posts –Recording post type and success rate(s) MA/CF 1per week 16wks 1 1 1 1
Tweaking & Improving MA/CF 1per week 16wks 1 1 1 1
Key Milestone: Increase Facebook Engagement from 0.55% to 3%.
wk1 wk2 wk3 wk4
55. 55
Resources Frequency Duration Mon Tue WedThr Fri Mon Tue WedThr Fri Mon Tue WedThr Fri Mon Tue WedThr Fri
Objective 1:Increase WebSite unique visitsfromorganicsearchfrom651to781monthly(bounce rate
deducted).
Keywordscompetitive analysisMonitoringandExaminingdata(withSEMRushTools) MA 1permonth 16wks
CompilingReport- KeywordsGapidentificationvscompetition MA 1permonth 16wks
Revisionanddiscussionof the ReportwithActionitemsagreement MA/CF 1permonth 16wks
ImplementationActionItemsforWebsite Optimization MA 1permonth 16wks
MetaTags&HeadertagsAnalysis(withMozPage Grader) MA 1permonth 16wks
CompilingReport- MetaTagsandHeaderpotential changes MA 1permonth 16wks
RevisionandDiscussionandActionitemsAgreement MA/CF 1permonth 16wks
ImplementationActionItems MA 1permonth 16wks
KeyMilestone:risingfromcurrent18to35keywords(comparedwithwalterwalter46)
KeyMilestone:risingfromcurrent168searchqueriesperkeywordto250(comparedwithwalterwalter263)
Back linkscompetitive &Gapanalysis(withMozOpensite ExplorerorMajesticSEO) MA 1permonth 16wks
CompilingReport- Potential sites/partnerstobe contacted MA 1permonth 16wks
RevisionandDiscussionandActionitemsAgreement MA/CF 1permonth 16wks
Creationof contentsforbacklinks MA 1permonth 16wks
Revisionof contents MA/CF 1permonth 16wks
Backlinksfinal placement MA 1permonth 16wks
KeyMilestone:risingfromcurrent56backlinksto150(comparedwithwalterwalter244)
SpeedTestAnalysisandKey Findings(withPagespeed, Pingdom) MA 1permonth 16wks
CompilingReport- Identificationmajorcausesandpossible solutions &costs MA 1permonth 16wks
RevisionandDiscussionandActionitemsAgreement MA/CF 1permonth 16wks
SpeedImprovementimplementation MA 1permonth 16wks
KeyMilestone:equivalentof betterpage speedscore comparedwithwalterwalter.ch(PagespeedorPingdom)
Crawling TestAnalysisandKey Findings(withSEOMozCrawl testorScreamingFrogSEOSpiderTool) MA 1permonth 16wks
CompilingReport- Identificationmajorcausesandpossible solutions &costs MA 1permonth 16wks
RevisionandDiscussionandActionitemsAgreement MA/CF 1permonth 16wks
SpeedImprovementimplementation MA 1permonth 16wks
Final KeyMilestone: WebSite unique visitsfromorganicsearchat781monthly(bounce rate deducted).
Objective 2:Increase FacebookFansbase exploitingmonthlywebsite newvisitorsenrolling1%monthly
newvisitors.
ContentAnalysismovingfully from"Shabby Chic"to"Vintage Furniture" MA 1permonth 16wks
CompilingReport- IdentificationContentchangesrequiredandproposals MA 1permonth 16wks
Revisionand Agreementoncontentchanges MA/CF 1permonth 16wks
Contentchangesimplementation MA 1permonth 16wks
New Facebook link proposals development MA 1permonth 16wks
Call toaction"Follow usonFacebook"proposalsdevelopment MA 1permonth 16wks
Revisionand Agreementonchanges MA/CF 1permonth 16wks
Implementationof new Facebook linksandpopup MA 1permonth 16wks
TweakingandImproving MA 1permonth 16wks
KeyMilestone:enrolling1%of monthlywebsite newvisitors.
Objective 3:Increase FacebookEngagementfrom0.55%to3%.
Creationof Content CF 1perweek 16wks 1
PostingVariedOrganic&PaidContent–Text, Graphics, Links, Videosetc. MA 1perweek 16wks
Community Engagement–Respondingtocomments, questions, andmessages. Conversing CF 1perweek 16wks
Monitoring&ReportingonPosts–Recordingposttype andsuccessrate(s) MA/CF 1perweek 16wks
Tweaking&Improving MA/CF 1perweek 16wks
KeyMilestone: Increase FacebookEngagementfrom0.55%to3%.
wk7 wk8wk6wk5
56. 56
Resources Frequency Duration Mon Tue Wed Thr Fri Mon Tue Wed Thr Fri Mon Tue Wed Thr Fri Mon Tue Wed Thr Fri
Objective 1:Increase WebSite unique visits fromorganicsearchfrom651to781monthly(bounce rate
deducted).
Keywords competitive analysis Monitoringand Examiningdata(with SEMRush Tools) MA 1permonth 16wks
CompilingReport- Keywords Gap identification vs competition MA 1permonth 16wks
Revision and discussion of the Reportwith Action items agreement MA/CF 1permonth 16wks
Implementation Action Items forWebsite Optimization MA 1permonth 16wks
MetaTags &Headertags Analysis (with Moz Page Grader) MA 1permonth 16wks
CompilingReport- MetaTags and Headerpotential changes MA 1permonth 16wks
Revision and Discussion and Action items Agreement MA/CF 1permonth 16wks
Implementation Action Items MA 1permonth 16wks
KeyMilestone:risingfromcurrent18to35keywords (comparedwithwalterwalter46)
KeyMilestone:risingfromcurrent168searchqueries perkeywordto250(comparedwithwalterwalter263)
Back links competitive &Gap analysis (with Moz Open site ExplorerorMajesticSEO) MA 1permonth 16wks
CompilingReport- Potential sites/partners to be contacted MA 1permonth 16wks
Revision and Discussion and Action items Agreement MA/CF 1permonth 16wks
Creation of contents forbacklinks MA 1permonth 16wks
Revision of contents MA/CF 1permonth 16wks
Backlinks final placement MA 1permonth 16wks
KeyMilestone:risingfromcurrent56backlinks to150(comparedwithwalterwalter244)
Speed TestAnalysis and Key Findings (with Pagespeed, Pingdom) MA 1permonth 16wks
CompilingReport- Identification majorcauses and possible solutions &costs MA 1permonth 16wks
Revision and Discussion and Action items Agreement MA/CF 1permonth 16wks
Speed Improvementimplementation MA 1permonth 16wks
KeyMilestone:equivalentof betterpage speedscore comparedwithwalterwalter.ch(PagespeedorPingdom)
Crawling TestAnalysis and Key Findings (with SEO Moz Crawl testorScreamingFrogSEO SpiderTool) MA 1permonth 16wks
CompilingReport- Identification majorcauses and possible solutions &costs MA 1permonth 16wks
Revision and Discussion and Action items Agreement MA/CF 1permonth 16wks
Speed Improvementimplementation MA 1permonth 16wks
Final KeyMilestone: WebSite unique visits fromorganicsearchat781monthly(bounce rate deducted).
Objective 2:Increase FacebookFans base exploitingmonthlywebsite newvisitors enrolling1% monthly
newvisitors.
ContentAnalysis movingfully from "Shabby Chic"to "Vintage Furniture" MA 1permonth 16wks
CompilingReport- Identification Contentchanges required and proposals MA 1permonth 16wks
Revision and Agreementon contentchanges MA/CF 1permonth 16wks
Contentchanges implementation MA 1permonth 16wks
New Facebook link proposals development MA 1permonth 16wks
Call to action "Follow us on Facebook"proposals development MA 1permonth 16wks
Revision and Agreementon changes MA/CF 1permonth 16wks
Implementation of new Facebook links and pop up MA 1permonth 16wks
Tweakingand Improving MA 1permonth 16wks
KeyMilestone:enrolling1% of monthlywebsite newvisitors.
Objective 3:Increase FacebookEngagementfrom0.55% to3%.
Creation of Content CF 1perweek 16wks
PostingVaried Organic&Paid Content–Text, Graphics, Links, Videos etc. MA 1perweek 16wks
Community Engagement–Respondingto comments, questions, and messages. Conversing CF 1perweek 16wks
Monitoring&Reportingon Posts –Recordingposttype and success rate(s) MA/CF 1perweek 16wks
Tweaking&Improving MA/CF 1perweek 16wks
KeyMilestone: Increase FacebookEngagementfrom0.55% to3%.
wk9 wk10 wk11 wk12
57. 57
Resources Frequency Duration Mon Tue WedThr Fri Mon Tue WedThr Fri Mon Tue WedThr Fri Mon Tue WedThr Fri
Objective 1:Increase WebSite unique visitsfromorganicsearchfrom651to781monthly(bounce rate
deducted).
Keywords competitive analysis Monitoringand Examiningdata(with SEMRush Tools) MA 1permonth 16wks
CompilingReport- Keywords Gap identification vs competition MA 1permonth 16wks
Revision and discussion of the Reportwith Action items agreement MA/CF 1permonth 16wks
Implementation Action Items forWebsite Optimization MA 1permonth 16wks
MetaTags &Headertags Analysis (with Moz Page Grader) MA 1permonth 16wks
CompilingReport- MetaTags and Headerpotential changes MA 1permonth 16wks
Revision and Discussion and Action items Agreement MA/CF 1permonth 16wks
Implementation Action Items MA 1permonth 16wks
KeyMilestone:risingfromcurrent18to35keywords(comparedwithwalterwalter46)
KeyMilestone:risingfromcurrent168searchqueriesperkeywordto250(comparedwithwalterwalter263)
Back links competitive &Gap analysis (with Moz Open site ExplorerorMajesticSEO) MA 1permonth 16wks
CompilingReport- Potential sites/partners to be contacted MA 1permonth 16wks
Revision and Discussion and Action items Agreement MA/CF 1permonth 16wks
Creation of contents forbacklinks MA 1permonth 16wks
Revision of contents MA/CF 1permonth 16wks
Backlinks final placement MA 1permonth 16wks
KeyMilestone:risingfromcurrent56backlinksto150(comparedwithwalterwalter244)
Speed TestAnalysis and Key Findings (with Pagespeed, Pingdom) MA 1permonth 16wks
CompilingReport- Identification majorcauses and possible solutions &costs MA 1permonth 16wks
Revision and Discussion and Action items Agreement MA/CF 1permonth 16wks
Speed Improvementimplementation MA 1permonth 16wks
KeyMilestone:equivalentof betterpage speedscore comparedwithwalterwalter.ch(PagespeedorPingdom)
Crawling TestAnalysis and Key Findings (with SEO Moz Crawl testorScreamingFrogSEO SpiderTool) MA 1permonth 16wks
CompilingReport- Identification majorcauses and possible solutions &costs MA 1permonth 16wks
Revision and Discussion and Action items Agreement MA/CF 1permonth 16wks
Speed Improvementimplementation MA 1permonth 16wks
Final KeyMilestone: WebSite unique visitsfromorganicsearchat781monthly(bounce rate deducted).
Objective 2:Increase FacebookFansbase exploitingmonthlywebsite newvisitorsenrolling1%monthly
newvisitors.
ContentAnalysis movingfully from"Shabby Chic"to "Vintage Furniture" MA 1permonth 16wks
CompilingReport- Identification Contentchanges required and proposals MA 1permonth 16wks
Revision and Agreementon contentchanges MA/CF 1permonth 16wks
Contentchanges implementation MA 1permonth 16wks
New Facebook link proposals development MA 1permonth 16wks
Call to action "Follow us on Facebook"proposals development MA 1permonth 16wks
Revision and Agreementon changes MA/CF 1permonth 16wks
Implementation of new Facebook links and pop up MA 1permonth 16wks
Tweakingand Improving MA 1permonth 16wks
KeyMilestone:enrolling1%of monthlywebsite newvisitors.
Objective 3:Increase FacebookEngagementfrom0.55%to3%.
Creation of Content CF 1perweek 16wks 1
PostingVaried Organic&Paid Content–Text, Graphics, Links, Videos etc. MA 1perweek 16wks 1
Community Engagement–Respondingto comments, questions, and messages. Conversing CF 1perweek 16wks
Monitoring&Reportingon Posts –Recordingposttype and success rate(s) MA/CF 1perweek 16wks
Tweaking&Improving MA/CF 1perweek 16wks
KeyMilestone: Increase FacebookEngagementfrom0.55%to3%.
wk13 wk14 wk15 wk16
![1
rz
[WOODFACTORY]
Digital Marketing
Strategy
Postgraduate Diploma in Digital Marketing
(111010-PG-Web)
25/01/2015
5523 words, not including Table of Contents, tables and List of References.](https://image.slidesharecdn.com/bd66546c-f3ed-49b8-888e-099885ed9268-150805135528-lva1-app6891/85/digital-marketing-strategy-woodfactory-1-320.jpg)
