Cocoon home designs

Internet Marketing StrategyNovember 2010

Leslie NgChad ComeaultUrsula Chiang

E-Marketing Goals

Increase web traffic to the site by 50%Target bounce rate of less than 15%Target dwell time of greater than 2 minMaterial return on marketing investment

E-Marketing Strategy1) Brand repositioning 2) Website upgrade3) Data collection/benchmarking4) Employ CRM tool (Salesforce.com)5) Increase website traffic and awareness via:

Social media channels (site blog and Facebook)Google AdWordsTargeted internet add placement

6) Correlate website analytics to sales data7) Determine if goals have been met

Phase 1 – Next 3 monthsBrand repositioningWebsite upgradeCustomer data collectionEstablish metrics and track with analytics

Brand Repositioning

Leverage sustainability aspects of the companyLocally manufactured productSustainable FSC wood materialsSoy based adhesives

Leverage quality materials and hand productionManufactured on-site by hand, by ownerSolid wood construction

Website Marketing Grader

Grade - 36% PoorNo blog links foundNo heading tags foundLimited number of imagesDomain name expiry in eight months50% SEO score (poor)50 inbound links found 9 Delicious bookmarks0% Twitter grade scoreNo subscription forms found on website

Website Upgrade - SEOCreate subscription form on website for email database for

sales and new product announcementsCreate “key” heading tags on each page that describe the

content (sustainable, furniture, wood, custom, storage, space saving, bed, FSC, hand made on-site) Title tag and page header are most important

Larger and more numerous images of top selling products (storage bed and stacking cabinets)

Increase number of high-res images (focus on custom built products)

Include picture of manufacturing space or construction Increase text size, relevant text content and readable font

Website Upgrade - SEOAdd image descriptions or ALT text, tag images with

keywordsExtend domain name expiry dateAdd a site map – easier for spiders to search your siteFresher content – update regularly to increase traffic Integrated blog (also contributes to fresh content)Add links to other “relevant” sitesCultivate relationships with websites in the industry for link-

back opportunitiesAvoid using flashRun a more comprehensive site audit (Alexa.com)Submit URL to Google (done)Give your brand a face (add personal photo to site)

Customer Relationship Management Tool

Salesforce.com (Sales Cloud) “Group” Version ($25 month) Input new and old customer contact information Can track revenues and sales funnel via ExcelCan capture leads from your websiteCan track Google AdWords performanceCan map customer clusters Includes prebuilt dashboardsCan track customer interactionsCan track sales opportunities

Establish Metrics and TrackBenchmark the following using Google Analytics:

1. Daily traffic2. Unique visitors per month3. Impressions per month4. Bounce rate5. Page-views per month6. Dwell time7. Repeat customers

Phase 2 – Next 3-6 months

Focus on marketing using Google AdWords and Facebook advertisement

Establish company Facebook pageContinue monitoring analytics and set up Google AlertsPurchase ad spots on choice websites

Relevant Google AdWords

High Relevance: Furniture Vancouver Customized Contemporary Design Wood

Positioning: Sustainable Green Environmental FSC

AdWords awards based on bid$ x Quality of site (SEO)

Set up Google AdWords to display your website when people searches for:

AdWords – High Relevance Keywords

Combinations of all High Relevance Words (see table) Cocoon Design Website Ads displays when these are searched. Total Cost per clicks = Approx. $20/day Total Impressions = Approx. 28,000 views per Month (based on sum of impressions of Adwords in table above) Competing on level ground with competitors

AdWords – Positioning Keywords

Total Impression = Approx. 1,200 per Month (based on sum of impressions of above Adwords)

Approx. $1 per day Captures Niche Market Position your brand to align with audience focus Raises Awareness of the Brand

Facebook Page AdvertisementEstimated Reach = 20,000 People with the following demographics:

Resident of British Columbia Age from 27 – 64 Key Interests: Sustainability, Green, Furniture, Design, gay

Cost per 1,000 Impressions = $46 dollars Cost per Click = $1.07 Further targeting customer

Create Company Facebook Fan Page

Periodically update new product pictures Update on any sales events New product news Links to blogs Build up community with existing friends and customers Increase word of mouth through “Liking” and “Sharing” List Sustainability, Design, Art, Gay, Environmental as

interests

Social Media TrackingTrack social media occurrences (using Google Alert)

Google Alert sends a daily or weekly email of all the news, blogs, discussions, videos and updates that mention Cocoon Designs and allows you to see what people are saying about the brand and product, and for you to respond quickly to any comment that needs resolution.

Targeted Internet Ad ChannelsGreenlivingonline.com (homes)Granvilleonline.com (dwell)BCliving.ca (living space)Vanmag.com (shopping)Vancouverobserver.com (design)Straight.com (style)Craigslist.ca (dealer listing)

Example Greenlivingonline.com Banner on top of Greenliving website Readership females 25-54 $25 - $30 Dollars per 1,000 impressions Estimate $50 dollars per day July – January Estimate $90 dollars per day February - June Sustainability focused audience High impression rate between Feb to June

Example Vanmag.com Different sizes of Banners on Web Site Life style, fine dining focused groups 1,700 impressions per day Estimate $50 dollars a day e-newsletter email advertisement available at $250/week 6,200 subscribers

Track ROI of Marketing Track traffic performance against benchmarks Correlate marketing campaigns with sales activity Quantify monthly increase in sales Determine e-marketing return on investment Revisit or continue with current strategy Salesforce CRM tool will interface with Google Analytics to determine ROI for you

Phase 3 – After 6 months

Focus on refining use of Google AdwordsAdd additional content to Facebook pageFocus on testing online ad spots and refining marketing

channels and timing of adsMaintain a site blog to drive traffic and build the

community of customers by redirecting them back to the site

Establish a newsletter using Salesforce

Google AdWords Testing Manage the Performance of the Google AdWords set up Testing the Advertisement Position Measure the actual performance and budget adjustment

Google Traffic Estimator Fine-Tune the keywords set up for AdWords Usage of Keyword Tool to cover more searches

Google Insight Search Understand the interest level fluctuation over 12 month Combine with launch of off-line Advertisement Combine with timing in purchasing Web site ads

Google Keyword ToolDetermine what words people use to search Bid high for highly competitive search wordBid low for rare searchesLive Demo

Demo

Maintain a Site Blog

Integrated blog on website homepage (see image) Update blog weekly with sales, news, new products Blog about content related to the business Engage clients don’t broadcast

Estimated Marketing Budget

Phase 1 - $2,000 one-off web upgradePhase 2 - $2,000-$6,000 annual ad marketing spendPhase 3 - 1 part-time person for web ad optimization

and content building 4 hrs/week for a year ~ $2,000/year