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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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A Chilean Homemade Desserts company
AD 737 - Innovative Marketing Techniques Boston University
Professor Sr. Andrew Banasiewicz April 2013
By: Martin Meister
MomentosDulces.cl 1
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
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
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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
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
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
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
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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
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
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
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
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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
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
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