ONLINE MARKETING STRATEGY

The Current Situation

Online equity crowd funding is a business

model that has steadily gained traction

worldwide, most especially in the European

markets. The majority of online equity crowd

funding platforms in Europe pay great focus

on social media marketing and social media

integration. The equity crowd funding

websites reviewed during my analysis are

mainly geared towards entrepreneurs and

SMEs, with their design streamlined towards

social networking. The re-occurring theme

across Eureeca’s competitors’ websites is

their simplicity of use and ease of navigation.

Equity crowd funding websites

Eureeca uses a diverse range of marketing

methods to promote its brand message.

Marketing methods I identified are as follows

Public Relations

Google Ads: Pay Per Click

Social Media( Presence on Facebook,

LinkedIn, Twitter, YouTube)

Based on my analysis of Eureeca’s current

online presence, a number of issues were

identified that may hinder the progress of

signing up new entrepreneurs and investors

to the online market place.

Website Navigation: The images used

as links to important information on

the homepage are not clearly

identifiable as information gateways.

Users may access your site and miss

some information that may convince

them to register.

Call to Action: The most important

groups in equity crowd funding are

the investors and entrepreneurs.

Eureeca’s website links to the

registration pages for the investors

and entrepreneurs are not profoundly

positioned and are positioned beside

links to registering lower priority

groups, experts and partners.

Conversion Elements: There is a lack

of strong elements on the Eureeca

homepage which can convince site

visitors to convert to registered users.

Social Media: The Eureeca website is

inadequately integrated with popular

social networking sites. The links to

your Facebook and Twitter are

positioned awkwardly on your home

page and there is no link to your

YouTube channel and LinkedIn.

Online Video: Eureeca’s use of

YouTube is inadequate, with only one

video currently on your YouTube

channel devoid of call to action links.

Proposed Online Marketing

Strategy

Website Redesign: The Eureeca website

needs to be redesigned to give it a look and

feel that will be attractive to its target

audience who are mostly young and middle

aged entrepreneurs. The website navigation

design should be simplified and more

accessible. The links to information should be

very obvious and visible to the site visitor’s

eye.

Well designed equity crowd funding websites

Links to Investor and entrepreneur

registration pages should stand out and be

clearly accessible to the users.

A conversion element should be added to the

homepage, for example a scrolling banner

showing current investment opportunities on

the market place. This kind of feature will

entice entrepreneurs and investors to sign up

and it will give your site a disposition of

openness.

Social Media: It’s important for an online

crowd funding platform to use the potential

of social media in order to boost your

marketing drive and promotional endeavours.

In order to harness the power of social media,

the following actions should be taken.

Facebook Advertising: With over one

billion active users, Facebook is a

huge marketing channel which can be

used to promote the Eureeca website

to your target audience. One great

benefit of using Facebook Advertising

is that targeted users can be

converted to business page fans

which will enable Eureeca to engage

frequently with potential

entrepreneurs and Investors.

Social Media Integration: The

Eureeca website should be fully

integrated with popular social

networking sites. Every page on the

website should have a social

networking share button to

encourage users to share information

on the website with their friends and

family.

Social networking login functionality

should be embedded to the

registration pages to give site users

the choice of sign up options.

Video Advertising: Online video

advertising can be effectively

employed to build brand awareness,

to bring more traffic to your website,

to act as a PR channel and to attract

users to register

Eureeca’s promotional videos should

be advertised on popular video

sharing sites such as YouTube, with a

clear call to action link embedded in

the video.

Data Analysis & Reporting: To understand

how your website and social media channels

are performing, a regular analysis of your

website and social media data should be

conducted. An example of high priority KPIs

that should be analysed regularly are as

follows.

Site visits / impressions

Bounce-rates

Repeat visits

Registrations

Connects/“likes”

No. of subscribers on YouTube

Number of views on video sharing

sites

About The Author

Michael Chinwuba is a consultant at

SpreadBox Ltd. Michael has extensive

experience in mainstream television

broadcast production and communications

technology having worked for prestigious

broadcast media giants BSKYB and Virgin

Media.

Michael has also worked as a consultant for

technology consulting firm BAE Systems

Detica where he managed major projects

involving strategic marketing and creative

social media implementation and delivery for

leading commercial companies.

Michael has a passion for providing clients

with strategic advice on how best to utilize

video and social media marketing applications

to boost their online presence and increase

revenue.

Michael has attained a Bsc in Computer

Communications from the University of

Westminster and an Msc in Business

Management from Imperial College London.

About SpreadBox

SpreadBox is a social media marketing

consultancy which specializes in producing

high definition online videos and custom built

social network profile pages to enable

businesses to effectively promote their

services and identity across social media

networks. We use high quality video recording

equipment to capture the best shots possible

for your web video.

We assist organizations in developing a

strategy on how to reach out to new

customers and to communicate with their

existing customer base through social media.

We also design and implement simple,

engaging and social media friendly websites.

Website: www.spreadbox.co.uk