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ONLINE MARKETING STRATEGY AUDIT 
— JULY 2014 
THE HONEST BISON 
PREPARED BY: 
Derek Martin 
derekmartin1@gmail.com 
310-70...
Table Of Contents 
Executive Summary 
Search Engine Optimization 
Social Media 
E-mail Marketing 
Paid Search 
Next Steps ...
EXECUTIVE SUMMARY 
3
Executive Summary 
Overall 
The Honest Bison Company has set out on a bold mission of promoting healthy 
eating and fitnes...
SEARCH ENGINE 
OPTIMIZATION 
5
Search Engine Optimization 
Search Engine Performance 
Confidential & Proprietary 6 
SEO Stats - The Honest Bison 
Categor...
Competitor Audit - SEO 
TheHonestBison.com’s competitors are beating it in many 
ways as of this writing, and the factors ...
Search Engine Optimization 
Keyword Rankings — There Is Work To Be Done 
Actual Search Engine Rankings as of 6/28/2014 - f...
SOCIAL MEDIA 
9
Social Media 
Social Media Up & Comer 
The Honest Bison has done a good job of embracing 
social media to engage consumers...
Social Media 
Competitor Audit - Social Media 
US Wellness Meats Tropical Traditions 
Current Social Media Channels 
35,01...
Social Media 
Competitor Audit - Social Media 
Buffalo Hills Bison Eagles Wing Bison 
Current Social Media Channels 
13 0 ...
Social Media 
Competitor Audit - Social Media 
Black Wing Bison Wild Idea Bison 
Current Social Media Channels 
261 32 0 0...
Social Media 
Competitor Audit - Social Media 
Northstar Bison 
Current Social Media Channels 
2,123 236 0 15 
Facebook Pe...
EMAIL MARKETING 
15
Email Marketing 
Email Marketing — Untapped Potential 
Currently, The Honest Bison is either not utilizing email marketing...
Email Marketing 
The Competitors Aren’t Utilizing E-mail Effectively 
Most of the competition aren’t taking email seriousl...
PAID SEARCH 
18
Paid Search 
Paid Search — A Must Have In Online Marketing 
Every day, hundreds of potential customers are actively search...
Paid Search 
Keyword Research — Estimated Traffic, Costs, & 
Competitiveness 
Keyword Type Avg Monthly Searches Avg Sugges...
Paid Search 
Competitor Audit - Paid Search 
Active on Google Adwords Inactive on Google Adwords 
Est Budget $8K/mo Old Bu...
Paid Search 
Competitor Audit - Paid Search 
Adwords Assessment 
Black Wing Bison 
Confidential & Proprietary 22 
Sending ...
Paid Search 
Competitor Audit - Paid Search 
Adwords Assessment 
Wild Idea Buffalo 
Confidential & Proprietary 23 
Not Sen...
Paid Search 
Competitor Audit - Paid Search 
Adwords Assessment 
Eagle’s Wing Natural Bison 
Confidential & Proprietary 24...
Paid Search 
Competitor Audit - Paid Search 
Adwords Assessment 
Tropical Traditions 
Confidential & Proprietary 25 
Sendi...
NEXT STEPS 
26
Next Steps 
I hope that you and The Honest Bison team found these 
recommendations helpful. I’m looking forward to our cal...
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How To WOW Clients With Competitive Analysis & Win More Business

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Looking for template that will wow potential clients and help you win new business? Look no further than this sample online strategy document. It leverages free tools such as SpyFu, Likealyzer, and SimilarWeb to provide insights for how potential clients should move forward.

Looking for more ways to increase business? Check out more of my content on www.derekmartinla.com

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How To WOW Clients With Competitive Analysis & Win More Business

  1. 1. ONLINE MARKETING STRATEGY AUDIT — JULY 2014 THE HONEST BISON PREPARED BY: Derek Martin derekmartin1@gmail.com 310-701-5298 1
  2. 2. Table Of Contents Executive Summary Search Engine Optimization Social Media E-mail Marketing Paid Search Next Steps Confidential & Proprietary 2 4 6 10 16 19 27
  3. 3. EXECUTIVE SUMMARY 3
  4. 4. Executive Summary Overall The Honest Bison Company has set out on a bold mission of promoting healthy eating and fitness by providing the public with100% grass feed and humanely raised bison. ! Founded in 2012 by Sean Lenihan, the company has a tremendous opportunity to position itself as an industry leader in the bison meat market. It will accomplish this via a comprehensive & multi-faceted online marketing campaign. ! This campaign will include SEO improvements, social media, email marketing, and paid search via Google Adwords and potentially Bing. ! According to the National Bison Association, annual U.S. per capita bison meat consumption is 0.7 per person. (1) This will steadily increase over time and HBC needs to be positioned effectively to enjoy the transitioning tastes of the US consumer. ! By understanding its current position & following the recommendations outlined in this presentation, it’s my belief that The Honest Bison will grow in terms of sales and industry authority. Confidential & Proprietary 4
  5. 5. SEARCH ENGINE OPTIMIZATION 5
  6. 6. Search Engine Optimization Search Engine Performance Confidential & Proprietary 6 SEO Stats - The Honest Bison Category Domain Authority 15 / 100 Google Indexed Pages 90 Google Backlinks 0 Google Indexed WWW 90 Archived May 18th, 2014 Site Age 1 year, 7 months old Server Info IIS Whois Info Public Robots.txt Yes Alexa Rank No Data DMOZ Listing 0 Listings Homepage mozRank 3.79 Homepage PageAuthority 29 Google PageSpeed 0.751 Link Count 39 Linking Hosts 5 Blog Links 0 TheHonestBison.com is a PR1 and has a domain authority score of 15/100, which convey that the site is not considered an authority figure at this time. While the site is very engaging & put together, it will benefit from several improvements that will be outlined in this proposal. ! TheHonestBison.com needs more relevant, well-written content to make the site more authoritative and compelling for users to take action. ! TheHonestBison.com will also benefit from several on-site changes to the website. These changes include optimized page titles, keyword optimization, site-wide breadcrumbs, optimized sitemaps, a customized 404 page, and cleaner code. ! The site also needs to undertake an aggressive link building campaign — doing so will increase its authority and rankings in the search engine results. ! Overall, TheHonestBison.com is starting with a great foundation but more work needs to be done on this foundation to ensure success in a changing landscape. !
  7. 7. Competitor Audit - SEO TheHonestBison.com’s competitors are beating it in many ways as of this writing, and the factors for why this is happening can be discussed, as well as steps that TheHonestBison.com can take to turn this situation around. ! Personally, I would not focus my attention on US Wellness or Tropical Traditions, as they do not appear to be head-to-head competitors with Honest Bison. ! Content-wise, WildIdeaBuffalo.com has the best content profile of all of these competitors listed. They have several successful content channels and on-site content, even though it doesn’t boast the largest numbers. There is plenty to learn from them. ! Finally, off-site presence is an opportunity area when we exclude USW and Tropical, since there is a severe lack of variety and value in their back link totals and linking domains. TheHonestBison.com should look to this as an area to focus and differentiate from the competition. Confidential & Proprietary 7 Website Indexed Pages Backlinks Linking Domains The Honest Bison 86 39 5 US Wellness Meats 5,370 22,806 378 Tropical Traditions 2,130 13,487 1,271 Wild Idea Buffalo 1,810 1,518 136 Northstar Bison 714 754 97 Black Wing Bison 902 548 94 Eagles Wing Natural Bison 280 74 6 Buffalo Hills Bison Meat 101 39 12 TheHonestBison.com could really benefit from additional content channels to differentiate itself from the rest of the pack. Search Engine Optimization
  8. 8. Search Engine Optimization Keyword Rankings — There Is Work To Be Done Actual Search Engine Rankings as of 6/28/2014 - from AuthorityLabs.com Confidential & Proprietary 8
  9. 9. SOCIAL MEDIA 9
  10. 10. Social Media Social Media Up & Comer The Honest Bison has done a good job of embracing social media to engage consumers and build awareness, both in terms of industry and brand. Even though there is work to be done, effectively leveraging social media could be a lasting differentiator from the competition. ! I think that it could benefit from a comprehensive social media marketing approach. Some possible strategies include running contests, sales/specials, and other incentives that compel the consumer to take action. ! Finally, It should consider adding diversifying its social media presence by adding Instagram, Google Plus, and YouTube into the mix. ! Achieving success in the social media arena can lead to the following benefits: ! 1. Increased brand awareness 2. Increased authority & trust 3. Better organic search results & potentially lower paid search results Confidential & Proprietary 10 Current Social Media Channels 869 738 9 1 Facebook Performance Avg. 42 Likes, Comments, & Shares per Post Using a diverse mix of post type (60% Photo, 15% Links, 25% Text) Very engaged users and high engagement rates! No posts by fans onto the page in last 30 days Only 1.64% new fan growth in last 30 days Only posting 1.65x per week; not good enough Content Channels To Consider
  11. 11. Social Media Competitor Audit - Social Media US Wellness Meats Tropical Traditions Current Social Media Channels 35,016 8,074 561 394 Facebook Performance Posting on a daily basis Using a diverse mix of post type (46% Photo, 41% Links, 13% Text) High number of Likes Very low Engagement Rate (0.93% vs Avg 7%) Lengthy posts that dissuade fans from engaging Unresponsive; responds to fans 24% of the time Confidential & Proprietary 11 Current Social Media Channels 176,509 37,500 3,294 4,149 Facebook Performance High Amount of Likes Posting an average 6 times/day; low engagement Posting links over 95% of the time; no real content Very low Engagement Rate (2% vs Avg 7%) Disallows fans to post to their Timeline Posting at times where fans are least interested Analysis performed with LikeAlyzer
  12. 12. Social Media Competitor Audit - Social Media Buffalo Hills Bison Eagles Wing Bison Current Social Media Channels 13 0 0 0 Facebook Performance Not leveraging social media at this time Confidential & Proprietary 12 Current Social Media Channels 326 68 1 9 Facebook Performance 9.4% Like Growth within last 30 days 11% Engagement Rate vs 7% Average Diverse posting mix (33% Photos, 55% Links, 11% Text) Posting less than once a week Lengthy posts that dissuade fans from engaging Avg 6 Likes/Comments/Shares per post Analysis performed with LikeAlyzer
  13. 13. Social Media Competitor Audit - Social Media Black Wing Bison Wild Idea Bison Current Social Media Channels 261 32 0 0 Facebook Performance Posting on a daily basis Using a diverse mix of post type (46% Photo, 41% Links, 13% Text) High number of Likes Very low Engagement Rate (0.93% vs Avg 7%) Lengthy posts that dissuade fans from engaging Unresponsive; responds to fans 24% of the time Confidential & Proprietary 13 Current Social Media Channels 31,765 741 2 0 Facebook Performance High Amount of Likes Using a diverse mix of post type (58% Photo, 33% Links, 8% Text) Only 2.58% Fan Growth over last 30 Days Low Engagement Rate (4.5% vs Avg 7%) Only posting twice per week Refuses to respond to fan comments/posts Analysis performed with LikeAlyzer
  14. 14. Social Media Competitor Audit - Social Media Northstar Bison Current Social Media Channels 2,123 236 0 15 Facebook Performance Posting on a daily basis Responding to fan posts/comments quickly Timing posts perfectly for maximum engagement Low Engagement Rate (6% vs Avg 7%) Posting photos 96% of the time Generating 25 likes, comments, shares per post Confidential & Proprietary 14 Conclusion Just because a competitor has a high number of Likes doesn’t mean that they are using their Facebook pages effectively. ! TheHonestBison.com has a tremendous opportunity to stand out from the crowd by offering something unique with social. Increasing awareness by using YouTube should be particularly considered. ! Analysis performed with LikeAlyzer
  15. 15. EMAIL MARKETING 15
  16. 16. Email Marketing Email Marketing — Untapped Potential Currently, The Honest Bison is either not utilizing email marketing or at least not actively engaging in list building via its website or social media channels. If interested, this is an area where I’m happy to provide assistance. ! This is an area of immediate improvement that should be strongly considered for the following reasons: ! Below are several reputable email service providers to use if you aren’t already using one. Confidential & Proprietary 16 TheHonestBison.com can really benefit from beefing up their e-mail list and making list building a top priority. • E-mail is the most profitable digital communications medium, boasting a ROI of 4,300% (*). • Customers who opt-in to an email list are typically more engaged and ready to buy. • An email list is a physical asset that can be used at your discretion. Email Service Providers MailChimp (Preferred) Bronto
  17. 17. Email Marketing The Competitors Aren’t Utilizing E-mail Effectively Most of the competition aren’t taking email seriously; several aren’t compliant with CAN-SPAM 2003. Criteria The Honest Bison Buffalo Hills Bison Eagles Wing Bison TheHonestBison.com can stand out with a email campaign that focuses on recipes, fitness, promos, etc. Black Wing Bison Northstar Bison Confidential & Proprietary 17 Tropical Traditions US Wellness Meats Wild Idea Buffalo E-mail Signup Prominent On Page No No No No Yes Yes No Yes Has An E-mail Popup No No No No No No No Yes Opt-In Checkbox No No No No No No No No Incentives Offered To Opt-In No Yes No No No No Yes No Vibrant User Preferences Settings No No No No No No No Yes Welcome E-mail Series No No No No No No No No Received Email Within 1 Hour No Yes Yes No No No Yes No Vibrant E-mail Program Apparent No No No No No No No Yes WildIdeaBuffalo.com currently leads the pack by giving a 10% promo code after opting into email.
  18. 18. PAID SEARCH 18
  19. 19. Paid Search Paid Search — A Must Have In Online Marketing Every day, hundreds of potential customers are actively searching for information on how/where to buy bison/buffalo meat on Google and Bing. Currently, The Honest Bison is not a part of this search process and is not benefiting from these engaged consumers. This is an area of immediate improvement and opportunity. ! In order to be successful, The Honest Bison’s campaigns will need to be tailored to its unique business needs & priorities. Below are recommendations for how we would start: Confidential & Proprietary 19 TheHonestBison.com may benefit significantly in both sales and brand awareness by adding paid search into its online marketing mix. • Implement brand/non-brand Google Adwords campaigns • Aggressively monitor/manage activity to optimize clicks & conversions • Once Search campaigns become profitable, implement remarking campaigns on Google Display Network. Paid Search Options Mock Google Adwords Ad Search Remarketing Search (Low Priority)
  20. 20. Paid Search Keyword Research — Estimated Traffic, Costs, & Competitiveness Keyword Type Avg Monthly Searches Avg Suggested. Bid Competitiveness Bison Keywords 560 $1.60 Moderate Buffalo Meat Keywords 20,760 $1.26 Moderate Grass Fed Keywords 1,100 $1.46 Competitive Jerky Related Keywords 1,840 $1.01 Very Competitive Grand Total 24,260 $1.33 Competitive The Honest Bison has opportunity to capture part of these monthly searches and increase sales and brand awareness by leveraging the Google Search Network. Confidential & Proprietary 20
  21. 21. Paid Search Competitor Audit - Paid Search Active on Google Adwords Inactive on Google Adwords Est Budget $8K/mo Old Budget $2K/mo Confidential & Proprietary 21 Analysis performed with SpyFu Est Budget $22K/mo Est Budget $5K/mo No activity No activity Est Budget $25K/mo* TheHonestBison.com will be entering a crowded field of competitors but can be strategic in terms of compelling ad copy, ad extensions, custom landing pages, and geo-targeting.
  22. 22. Paid Search Competitor Audit - Paid Search Adwords Assessment Black Wing Bison Confidential & Proprietary 22 Sending Customers to Shop Pages Analysis performed with SpyFu Est. Google Adwords Budget $22,000/mo Is Running Ads on Branded Terms Remarketing Tags Were Found Irrelevant Keywords Found; But Also Sells Wide Range of Meats Is Usually 4th Ranked Ad On Keywords No Compelling Incentives in Ads
  23. 23. Paid Search Competitor Audit - Paid Search Adwords Assessment Wild Idea Buffalo Confidential & Proprietary 23 Not Sending Customers to Custom Landing Pages Analysis performed with SpyFu Est. Google Adwords Budget $8,000/mo Is Running Ads on Branded Terms Remarketing Tags Were Not Found Irrelevant Keywords Found But Overall Tightly Themed Is Usually 2nd Ranked Ad On Keywords No Compelling Incentives in Ads
  24. 24. Paid Search Competitor Audit - Paid Search Adwords Assessment Eagle’s Wing Natural Bison Confidential & Proprietary 24 Sending Customers to Custom Landing Pages Analysis performed with SpyFu Est. Google Adwords Budget $5,000/mo Not Running Ads on Branded Terms Remarketing Tags Were Not Found Irrelevant Keywords Found Is Usually 6th Ranked Ad On Keywords No Compelling Incentives in Ads
  25. 25. Paid Search Competitor Audit - Paid Search Adwords Assessment Tropical Traditions Confidential & Proprietary 25 Sending Customers to Shop Pages Analysis performed with SpyFu Est. Google Adwords Budget $25,000/mo Is Not Running Ads on Branded Terms Remarketing Tags Were Found Only 8 of 4K keywords related to bison/ buffalo Is Usually 5th Ranked Ad On Keywords Compelling Incentives in Ads
  26. 26. NEXT STEPS 26
  27. 27. Next Steps I hope that you and The Honest Bison team found these recommendations helpful. I’m looking forward to our call on June 30, 2014 to discuss working together moving forward. Derek Martin derekmartin1@gmail.com 310-701-5298 Confidential & Proprietary 27

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