Online marketing plan ppt martin meister

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Proposed Online Marketing Strategy
- Design and Host the MonentosDulces.cl website
- Generate SEO Search Engine Optimization
- Create Social Marketing Websites (Blog, Facebook & Twitter)
- Deliver a MailChimp Email Marketing Campaign
- Perform SEM Search Engine Marketing Google Adwords Campaign

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Online marketing plan ppt martin meister

  1. 1. A Chilean Homemade Desserts company AD 737 - Innovative Marketing Techniques Boston University Professor Sr. Andrew Banasiewicz April 2013 By: Martin Meister MomentosDulces.cl 1
  2. 2. Company Overview  Small familiar venture dedicated to manufacture sweet meals and craft desserts  Now it´s a hobby for extra money, in the future can be an initiative for retirement  Located at 25 km from Santiago of Chile  Actually generating customers by the word-of-mouth associated to owners  No Internet presence MomentosDulces.cl 2
  3. 3. Proposed Online Marketing Strategy  Design and Host the MonentosDulces.cl website  Generate SEO Search Engine Optimization  Create Social Marketing Websites (Blog, Facebook & Twitter)  Deliver a MailChimp Email Marketing Campaign  Perform SEM Search Engine Marketing Google Adwords Campaign Online Marketing Plan Objective  Drive visits to the website  Capture potential customers´ information  Generate online awareness  Increment the customers´ base  Place to share recipes, sweet meals, cooking workshops and testimonies MomentosDulces.cl 3
  4. 4. MomentosDulces.cl 4 Company´s Logo Search Option Easy Navigation Bar Rotating Banner Clear Titles Only Relevant Information 2nd way linked info Social Medias Buttons Subscription Capability Rotating Testimonials Social Medias Share We wanted  A professional looking website  Reach high-end household women  Aesthetic design  Informational design  Interface design
  5. 5. MomentosDulces.cl 5 Rotating Banner Products´ Display  Products´ category in main Menu  Takes us to the category gallery  Finally more details in selected product  As example a wedding cake Products´ Category Product Display Category Gallery
  6. 6. MomentosDulces.cl 6 Relevant Keywords´ Strategy  Use Google Adwords Keyword Tool  Find best keywords  Popularity, relevance & competition  Tests with search engines  Make Benchmarking  Final selection
  7. 7. MomentosDulces.cl 7 SEO for Website  In website use keywords in meta titles, descriptions, keywords & body text  Use All in One SEO Pack Wordpress plugin  Test webpage organic SEO performance with RankingToday.com
  8. 8. MomentosDulces.cl 8 Blog Website  Connected with main site  Facebook, Twitter and RSS buttons  Drive traffic via new content  Doorway to all Social Marketing  Share important content for customers  Dessert recipes  Cooking advices  Awareness of new products, events and workshops  Periodical testimonies Last Post Link to Products Link to Products Blog´s Categories Social Media Buttons Share Buttons Last News Link to Main Site
  9. 9. MomentosDulces.cl 9 Facebook Page  Prioritize community formation  Owners´ engagement  Fans growth => connect with friends, relatives & neighbors  Include all new products, recipes & activities  Share events´ photos  Enhance community participation Twitter Account  Media for instantaneous messages  Primary source of news  Announce new products & recipes  Special contests
  10. 10. MomentosDulces.cl 10 MailChimp Campaign  Create, send and track first monthly Newsletter  Drive visits to the website  Create awareness  Linked with homepage, products, delivery and blogs page  Facebook and Twitter buttons  Subscription widget in main site
  11. 11. MomentosDulces.cl 11 Google Adwords Campaign  Search & Display campaign  Lasted 6 days  46.4 dollars´ budget  Chilean country  3 Ads Groups with 50 keywords  363 clicks & 47,000 impressions  13 USD cents per click  3 mail contacts for possible orders
  12. 12. MomentosDulces.cl 12 Preliminary Results  Great increase during Adwords campaign  80% of traffic from search and referrals (display)  51% Bounce Rate  20% used Smartphones  300 visits and 761 page views  Organic Searches not detected
  13. 13. Conclusions  Positive evaluation of the online marketing strategy and results  We generated online awareness and gathered visits to the website  300 visits with more than 760 page views  3 mail contacts requesting company´s service  Developed the bases for future growth (website, blog, Facebook page and Twitter account)  Gained experience to implement next email and SEM campaigns Recommendations  Populate webpage with all the products with enhanced photos and content  Include in Products´ Page more “call to action” buttons  Study the convenience of developing specific adaptation for smartphones  Implement inbound links, enroll in vertical and related content portals to achieve organic SEO  Deepen Social Marketing Strategy engaging the owners  Improve MailChip email campaigns with focused “call to actions” and local email accounts  Maximize Clicks Through Rate in future Adwords campaign using more accurate and longer keywords MomentosDulces.cl 13
  14. 14. MomentosDulces.cl 14

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