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Digital Marketing Launch Strategy for Honor - marketplace for in-home care

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This digital marketing launch strategy deck is for the online service Honor. Honor, an in-home care service marketplace, had not launched and needed a strategic digital marketing plan to support the launch their service from a few households to the Bay Area, and beyond.

In this deck, I present two strategies and recommend one, complete with funnel development, content marketing options, competitive research and staffing requirements.

Published in: Marketing
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Digital Marketing Launch Strategy for Honor - marketplace for in-home care

  1. 1. Honor Digital Marketing Launch Strategy Tobias Kemper 4/6/2015
  2. 2. Disclaimer: This digital marketing launch strategy deck was prepared for a marketing role at Honor as part of the interview process. Ultimately I pursued another opportunity. Situation: Honor, an in-home care service marketplace, had not launched and was looking for a marketing lead to develop and execute a strategic digital marketing plan to support the launch their service from a few households to the Bay Area, and beyond. In this deck, I present two strategies and recommend one, complete with funnel development, content marketing options, competitive research and staffing requirements. Execution is split into a seed-, growth-, and scale stage, introducing goals, objectives, action items, and relevant metrics per stage.
  3. 3. Overview • Goal and Objectives • Comparison: Strategy Options • Recommended Strategy • Implementation • Staff
  4. 4. Goal & Objectives Goal Exponential growth from 0 homes to Bay Area and beyond. Objectives Quantitative: increase new users and retention Qualitative: increase service quality
  5. 5. Growth Strategy Options Organic SEO Paid Growth exponential linear Price $ $$$$ Results from search 3-8 months 3 months testing Actionability now requires conversion funnel
  6. 6. Strategy Comparison Online education marketplaces Udemy
 $48mm in funding Lynda
 $289mm in funding Strategy Organic SEO Paid Search Sources Traffic 500k 1mm 200k 400k
  7. 7. Etsy's Traffic
  8. 8. Paid Search Competition CCC SF Organic search SF CCC
  9. 9. Marketplaces shouldn’t think about customer acquisition until their processes are near perfected. 
 
 When you only get one shot at a first impression, ensuring that user experience from start to finish is as flawless as possible is worth spending more time on before moving to acquisition. Dennis Yang, CEO Udemy
  10. 10. Recommended Approach Seed Growth Scale < 30 homes Bay Area additional cities • manual customer acquisition • content development/ distribution • build online audience • understand 
 - evergreens (topics/content)
 - site navigation
 - key app usage • build carepro profiles • • test paid campaigns • retargeting campaigns • determine best acquisition channel • optimize funnel • A/B test for conversion • launch affiliate programs • deploy 
 - requirement resources
 - required ad spend • local office • publish local content pages • enable local affiliates • branding campaigns Organic SEO driven Bay Area Only
  11. 11. Actions Channels Metrics Plan • define personas and target audience • branded content development (pages/files) • define targeting approaches • website • blog • social profiles • define KPIs • select keyword set • set up dashboards Reach
 prospects and customer • influencer outreach • promote content • encourage sharing • build audience • social networks • industry blogs • publishers/ communities/ forums/organizers • unique visits • fans/followers • RSS subcribers • reservations Act
 achieve interaction • provide relevant content hub • deliver inspirational content • provide clear customer journey • website • blog • newsletter • app • time on site • shares/comments/ likes • downloads Convert
 to lead or sale • heavy A/B testing on copy and forms • leverage marketing automation software/CMS • sign up process • order process • sales • revenue • average order value Engage
 via customer advocacy • provide incentive to recommend/share/invite • prompt for feedback • Carepro Mentors • Customer Councils • repeat purchase • satisfaction • advocacy S
 e
 e
 d G
 r
 o
 w
 t
 h Scale Funnel Development repeat
  12. 12. SEO/Content Examples • Topic/Service pages 
 Alzheimer’s, dementia, companion • Local partner pages 
 Events, meetups, AARP, Shuddle, doctors • Awareness pages • Shareable social content 
 webinars, PDFs, worksheets • Blog posts
 guides, trend reports, calculators • Honor Newsletters • Sponsored newsletters
 webMD, AARP
  13. 13. Competition • not user friendly • no clear action • non informative • bad design • cumbersome process • all-in-one Opportunity to educate, inspire, convince prospects.
  14. 14. Staff by stage Seed Growth Scale Content Creator
 - asset creation
 - copywriting ADDITIONAL Content Creator
 - asset creation
 - copywriting Web Developer
 - landing page development
 - web app development ADDITIONAL Web Developer
 - landing page development
 - web app development Intern
 - data scientist SEM/SEO Manager
 - 3-5 years experience 
 - running SEO/SEM
 - display experience Demand gen (email marketer)
 - marketing automation experience
 - significant growth experience Lean and flexible

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