Urban Country Marketing Plan Audit


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Marketing Plan Audit for Urban Country by Samir Balwani. Reviews online marketing strategies and gives actionable next steps.

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Urban Country Marketing Plan Audit

  1. 1. Digital Marketing Audit: Urban CountryComprehensive audit of Urban Country’sonline presence and marketing channels Samir Balwani Email: Samir@SamirBalwani.com Twitter: @SamirBalwani Phone: 732.759.0570
  2. 2. Introduction• This digital marketing audit is designed to give you a roadmap for creating an effective social media strategy• It outlines important and relevant information, followed by recommendations for optimizing the brands digital presence• The audit reviews three major aspects - the business’ owned media, social media platforms, and important website measurements• Finally, it closes with a list of action items that the business can work to complete over time Confidential 2
  3. 3. http://www.flickr.com/photos/saschaaa/152502539/Digital Presence Review of online platforms
  4. 4. Definition: Digital Network• The basis of a brand’s digital presence is the interconnected social media platforms and brand websites• This connected presence is defined as the digital network• Effective digital networks drive consumers from one platform to another, all the while leading them to the check out page or contact form on the brand website Confidential 4
  5. 5. Branded Digital Network • Urban Country Design network could be better optimized • The website and blog act as two separate entities • Facebook is connected to both the blog and website Confidential 5
  6. 6. Optimal Digital Network • Optimized digital network would overlap the blog and website into a co-dependent platform • Brand blog should reside on brand URL within the blog directory • http://urbancountrydesigns/ blog Confidential 6
  7. 7. http://www.flickr.com/photos/thomashawk/128817481/ Owned Media Branded website and blogs
  8. 8. Owned Media: Website and Blog• Owned media is defined as communications platforms specifically owned by the brand• In this instance owned media encompasses the brand’s website and the brand blog• Optimizing owned media can lead to maximized returns from online investments Confidential 8
  9. 9. Opportunity: Branded Blog• Current blog is hosted on blogger• Blogs should be self-hosted and on same domain as brand website • Example: http:// urbancountry.com/blog instead of http:// urbancountrydesigns.blogsp ot.com Confidential 9
  10. 10. Opportunity: Website Search Optimizations• Use of Flash for website is less than optimal since search engines are unable to index Flash code• Recommend rebuilding website using a system that incorporates a blogging platform such as Wordpress• Auto-play music is against best practices and may turn off potential consumers Confidential 10
  11. 11. Opportunity: Content Strategy • Published articles act as a entry points for new consumers • Create an editorial calendar to help maintain the blog and continually publish new articles • Use articles to drive consumers to products or the brand website • Articles need not be published daily, however a good goal is to publish once a week Confidential 11
  12. 12. Opportunity: Effective Articles • Effective articles have attention grabbing headlines, are easy to scan, and are useful to consumersUse digg.com (a social news site) to learn about headlines • Don’t worry about losingthat online readers like consumers by giving away too much information on your blog, “do it yourself” people are almost never your target audience. Instead use your articles to show your know-Even Google will often write about new ideas that they are how and expertiseconsidering implementing to show their progressiveness Confidential 12
  13. 13. Development: Search Engine Optimization• The website currently exists at two addresses• Due to the use of Flash, pages on the main website are not being indexed• The website blog does not • Recommend integrating blog appear in a search for “Urban onto branded url and Country Designs” rebuilding site without Flash Confidential 13
  14. 14. Development: Social Media Integration• To increase reach of published articles, reduce obstacles to sharing• Integrate sharing buttons into individual articles and products on the website Confidential 14
  15. 15. Tool: Page.ly• Page.ly offers a hosted solution for Wordpress blog installations• The system auto-updates the blogging software and any plugins used, an often hefty task for business owners• Also offered, at a cost, is basic Wordpress help and troubleshooting Confidential 15
  16. 16. Tool: 99designs• 99designs is an online crowdsourcing tool where businesses can afford a cash prize for the best design• The system allows for cheap Wordpress themes, logos, site icons, among other graphic designs Confidential 16
  17. 17. http://www.flickr.com/photos/webtreatsetc/4091128553/ Social Media Platforms Review of online platforms
  18. 18. Recommended Social Media• The advent of social media has introduced hundreds of platforms for businesses to consider• Businesses should not attempt to maintain active accounts on every social media site• Instead, identify which are important to your consumers... Confidential 18
  19. 19. Facebook Brand social media usage
  20. 20. Social Media Usage: Facebook• The Urban Country Designs Facebook fan page has about 169 fans• The page is updated on a consistent basis and the page seems active• The following are recommendations to help further grow the community Confidential 20
  21. 21. Development: Custom Facebook Tab• Custom Facebook tabs are shown to non-fan visitors of the fan page• The tab should remind users to “Like” the page and invite them to further explore the fan page• Dell, 1-800-Flowers, and Jones Soda have effective custom tabs Confidential 21
  22. 22. Tool: Wildfire Applications• Effective Facebook promotions are generally handled through applications• Wildfire Applications allow businesses to run promotions using their applications at a cost• Example applications include a contest, quizzes, sweepstakes, trivia, and coupons Confidential 22
  23. 23. Tool: Involver Applications• Involver creates a toolset for integrating a brand’s Facebook fan page with other social media channels• The tools are free, if the Involver branding is included• White label applications are available at a cost• Example applications include RSS page and Twitter page Confidential 23
  24. 24. Twitter Brand social media usage
  25. 25. Social Media Usage: Twitter• Urban Country Design does not currently use Twitter• Depending on available resources, Twitter may be an effective tool for reaching journalist and bloggers• Twitter may also be an opportunity for reaching consumers asking questions about home furnishings Confidential 25
  26. 26. Opportunity: Twitter Search• Twitter search can be used to identify specific consumers looking for topics• For example, if someone asks about how to decorate - the brand could respond with a tip• Interacting online can help build brand ambassadors from even those that don’t use your services Confidential 26
  27. 27. Strategy: Twitter Personality• The most successful Twitter strategies begin by outlining the brand’s Twitter personality• Either identify or create a person to portray your brand• Consumers better connect with “people” instead of actual brands• Turn the brand into a person Confidential 27
  28. 28. Strategy: Twitter Messaging• Similar to a blog strategy, Twitter requires a messaging calendar• Identify important messaging or calls to action and schedule them throughout the campaign• Messaging strategies help you stay organized and determine which communications work best Confidential 28
  29. 29. Development: Twitter Background• Twitter allows users to customize their backgrounds• The profile background is a branding point• Edit the Twitter background to convey your brand personality, and other important information Confidential 29
  30. 30. Tool: TweetDeck• TweetDeck is an application for PC, Mac, iPhone, and iPad• The application allows a user to easily filter their Twitter feed into multiple streams• Individual searches can be turned into columns on TweetDeck to easily track conversations on Twitter Confidential 30
  31. 31. http://www.flickr.com/photos/jf-sebastian/3116507867/ Measuring Return Determining effectiveness
  32. 32. Online Tracking & Metrics• Businesses must be ready to track and analyze their online marketing channel to best understand their return on investment• Thankfully, it’s easy to quickly track and measure the impact of a business website and blog• Analytics tools give a snapshot of how consumers are using a business website, how it was found, and whether or not they completed a predefined action• Setting goals and tracking important metrics can help ensure online marketing success Confidential 32
  33. 33. Background: Important Metrics• The analytics found on the dashboard, outlined to the right, are top-line metrics• Visits identifies the total number of people the visited your website• Missing, but just as important, is conversions. When a goal is set, Google Analytics will give you rate at which people finish the goal. Confidential 33
  34. 34. Strategy: Analytics Goals• Setting analytics goals gives the business a metric to work towards and measure success again• When determining goals, look at trended growth instead of a hard-set number (e.g. 10% growth instead of 1,000 visitors)• Identify multiple points to grow your online marketing: Confidential 34
  35. 35. Tool: Google Analytics• Google Analytics is a free software for tracking and measuring impact of brand websites and blogs• The system uses a small snippet of code to be placed on a website page which in- turn allows for tracking visitors online Confidential 35
  36. 36. Strategy: Goal Funnels• Google Analytics allows marketers to define goal funnels, a set of actions users must do to complete a goal• These funnels allow marketers to determine how effective the brand website is• For example, businesses could identify how many people actually complete the checkout process Confidential 36
  37. 37. Tools: Bit.ly• Bit.ly is a free tool that allows for the shortening of lengthy URLs for use on social media sites, such as Twitter and Facebook• The tool create search engine friendly short links and offers real-time analytics and click data Confidential 37
  38. 38. Strategy: Tracking Links• Using Bit.ly, businesses can better understand how often links shared on social media sites are being clicked• Tracking click data helps identify optimal times for posting messages, which messages worked, and which platforms are effective Confidential 38
  39. 39. http://www.flickr.com/photos/dmachiavello/3327609638/ Action Plan What needs to be done
  40. 40. Actions: Owned Media Integrate brand blog and website onto single address Consider using Page.ly and Wordpress for blog and site Consider using 99designs for site theme and customizations Rebuild brand website without Flash Remove auto-play music Add sharing buttons to individual posts on blog Create content strategy to increase brand reach Confidential 40
  41. 41. Action: Social Media Platforms Update Facebook fan page with custom tab to convert visitors to fans Consider using Wildfire Applications to promote brand Facebook fan page Integrate free Involver applications to integrate brand blog and social media profiles with Facebook fan page Consider creating and executing a Twitter strategy Use Twitter search to identify and engage potential consumers online Confidential 41
  42. 42. Actions: Metrics & Analytics Install and configure Google Analytics on brand website and blog Determine and explicitly define acceptable growth goals Create goal funnels to track conversion of consumers within the shopping cart and to track consumers using the contact page Use Bit.ly to track click data from shortened URLs on Facebook and Twitter Confidential 42
  43. 43. http://www.flickr.com/photos/atomicbartbeans/1430289931/ Contact Information Thank You
  44. 44. Contact Information• Marketing Audits: More Information • Visit http://samirbalwani.com/audit to order a marketing audit for your business or to learn more about our marketing plan services • Have a question or just want to chat? Don’t hesitate to reach out to me at http://samirbalwani.com/contact Confidential 44