Updated Digital Marketing Plan

The following changes have been made to this digital marketing report as of April 24, 2018.

- Changed title headings as per writing center critique.

- Edited grammar and punctuation as per writing center critique.

- Edited call-to-actions on the PPC advertisement mockups as per peer review.

- Added four site extensions to both advertisement mockups.

- Added UVPs to both advertisement mockups.

- Edited social media posts as per peer review.

Digital Marketing PlanFor

SNO-GO

Prepared by: Kimberly GravesPrepared for: Mitch Murdock

MKTG-3660-002April 2, 2018

EXECUTIVE SUMMARYThe following provides the findings of this report and plan, which includes an overview of the company, situation analysis, recommendations, rationale, and an implementation plan.

Overview of the CompanySNO-GO is a company that sells and rents out their specialized snow bikes, combine skiing and mountain biking. SNO-GO is an extreme sports industry, targeting those who are outdoorsy and adventurous. They appear to be targeting young, adventurous males between the ages of 20-40. However, it appears that they are trying to penetrate other markets as well. They have videos and testimonials of women and older gentlemen enjoying their product. SNO-GO is positioning itself, or moreover, their product, as an easy-to-use, innovative snow bike, which can be used in all snow conditions. Their bikes include Synchronized Lateral Articulating Technology (SLAT), which allows the user to turn, stop, and carve by leaning on the bike’s handlebars. The SNO-GO bike is $1,699, and the safety leash is $45.99. There is also the possibility to rent equipment at select locations for a fee of $60, and the option to include a lesson starting at $80. The bike can be purchased online or at purchase locations (Utah and Colorado only).

Situation AnalysisSNO-GO’s current marketing strategy is to create a lifestyle brand while gaining exposure. They generally promote their products through their website, the use of social media, and word-of-mouth. Their efforts to acquire customers include engagement on social media and posting awareness videos. In effort to retain customers, SNO-GO is trying to create a community of like-minded individuals with a love for adventure, in an attempt to make them feel important.

The site doesn’t seem to rank in organic search results unless the company name is typed directly into the search bar. If an ideal customer is unaware of the product, they would probably never find SNO-GO from the search engine. SNO-GO is, however, receiving quite a few links from other sources (indiegogo.com, kickstarter.com, techcrunch.com), which may help to generate SEO results if other SEO efforts are enhanced. In terms of advertising, SNO-GO is not using any pay-per-click or banner (display) advertising.

As for email marketing, SNO-GO does have an email list that customers can sign up for. The website states that, by signing up, emails will be sent about updates, events, and more. Their email marketing strategy is to make people feel like they fit into an exclusive community. However, SNO-GO rarely ever sends out any marketing emails, causing consumers to possibly feel forgotten.

They currently have Facebook, Instagram, Twitter, and YouTube accounts. They post the same thing across all social media channels. They generally post events, promotions, and videos. They tend to tag other accounts that are related (such as ski resorts where demos are taking place) in their posts, and include a lot of photos of people using their product. They also share a lot of articles and links.

They are establishing content in order to educate their potential customers about their product through the use of well-made videos and high-definition photographs. They are focusing on the “awareness” stage of the marketing funnel because it’s still a new idea.

RecommendationsAfter the digital marketing plan analysis, SNO-GO is given the following recommendations to implement immediately.

- Increase SEO efforts.- Run display (banner) advertisements and/or Facebook advertisements.- Create more content that adds value to consumers and decrease use of promotional

content on social media.

RationaleSNO-GO efforts toward SEO appear to be minimal. As stated above, it would be difficult for somebody who is unaware of the ski bikes to find SNO-GO’s brand. Choosing relevant keywords and creating content around those keywords would be very beneficial for SNO-GO in terms of improving their SEO and search rankings.

Because SNO-GO’s ski bikes are an unknown product, investing in display advertisements, both on Google and on Facebook, would greatly impact the awareness of the business. By doing this, SNO-GO is able to show a picture or animation of their ski bike to potential customers. They can target people in certain demographic locations, or to people who visit related webpages (such as mountain resorts or winter sport websites).

Lastly, SNO-GO’s social media channels mostly only publish promotional posts. This is a turnoff for customers as most people don’t want to follow “advertisement social media pages”. Instead, SNO-GO needs to focus on creating value for the customers.

Implementation PlanThe plan to implement these recommendations into the company is as follows.

To implement the increase of SEO efforts, keywords such as “snow”, “ski”, “winter”, “sports”, “activities”, “mountain”, “easy”, and “first time” should be used throughout the site and on advertisements. A combination of these keywords as phrases should also be used. Furthermore, adding more content to their webpage should help SEO efforts.

To implement running display advertisements, SNO-GO should set up a Google Adwords campaign, as well as a Facebook Ad campaign. On Adwords, SNO-GO should create a new campaign for awareness display ads. They should opt to display on websites related to SNO-GO’s brand, such as winter sports. On Facebook, they should choose brand awareness as the marketing objective, and created a target audience based on location, age, and gender.

To implement creating valuable content, SNO-GO should remember the 4-1-1 rule. This means that for every four pieces of purely entertaining, valuable posts, one “soft” promotion post (such as blog posts or free demos) and one “hard” promotion post (CTA to buy product) should be published on social media platforms.

By using these plans to implement these recommendations, SNO-GO’s conversion rates, traffic, and exposure will likely increase.

Analytics

According to web extension tool, Ghostery, SNO-GO is currently only using Google Analytics as their web analytics software by means of tracking and reporting their website data.

From the layout of their website, it is evident that SNO-GO’s main goals are conversion-driven. The website is composed of a single webpage with call to action statements encouraging consumers to “buy now”, indicating that their primary objective is to sell snow bikes. Another key goal of the company is to create awareness for their snow bikes. The website includes both written and video testimonials. There are also videos and “3D” images of the snow bike, its features, and its parts.

Because SNO-GO sells such a unique product, it is recommended that SNO-GO continue to include both conversion as well as awareness as key goals. The key performance indicators SNO-GO should have include increasing monthly sales and analyzing number of conversions. Additionally, SNO-GO’s KPIs for increasing brand awareness can be indicated through bounce rate, visit duration and/or event completions.

Google Analytics goals should be set up to further understand how well these goals are performing. To go along with conversion tracking, SNO-GO should set up a URL Destination goal within Google Analytics, which will track conversion once customers reach the “Thank You” page after a purchase has been made. In order to track awareness, SNO-GO should measure this with an engagement goal, such as setting up a Duration goal (to track how long a user is on the site), or an Event Goal (to track when people do something supporting brand awareness, such as watching an awareness video).

SEO

Because SNO-GO is a company built for adventure-seekers and outdoorsman, keywords relating to these characteristics should be used throughout the website and search results for search engine optimization. Keywords currently used throughout the site include, “bike”, “ski”, “snow”, “demo”, “mountain”, “accessibility”, and “buy”.

Below are two examples of SNO-GO’s ideal buyer personas in which the specified keywords would relate.

Buyer Persona: Adventurous Anthony

Background: • Single • Sales job • Values work/life balance

• Always looking to do something fun and adventurous

Demographics: • 20-35 years • Male • Income: $65,000 • Lives in Utah

Identifiers: Excitable, fun, enthusiastic, adventureous

Communication preferences: email and/or text message

Goals: Work during the day, and adventure at night and on the weekends.

Challenges: Finding the time for both work and play; finding a work/life balance

What We Can Do:

Provide an easy and fun activity

Quotes: "My work schedule makes it hard to have the adventures I want to have."

"I wish I could have thrilling experiences on the weekends."

Common Objections:

Worried that the product wouldn't live up to his expected thrill.

Marketing Message:

SNO-GO allow you to carve a new adventure.

Elevator Pitch: SNO-GO makes adventure easily accessible to everybody.

The following list includes keywords those who are familiar with ski bikes might search for on Google.

Keyword Monthly Searches Keyword Monthly SearchesSki bike 22,200 Ski bicycle 390Skiing on a bike 10 Snow bicycle 2,400Snow bike 40,500 Ski bike rentals 140Ski bike for sale 880 Snow bike rentals 260Snow bike for sale 1,900 Best ski bikes 140

TOTAL: 68,820

Buyer Persona: Outdoorsy Ozzy

Background: • Married • 2 children • Management job

• Enjoy latest fads and technology • Physically fit • Educated

Demographics: • 31-40 years • Male

• Income: $80,000-100,000 • Colorado native

Identifiers: Level-headed, laidback, but hardworking

Communication preferences: phone calls

Goals: Being well connected and keeping up appearance while supporting physically healthy lifestyle and leisure activities

Challenges: Having to waste time and energy on things that don't support overall lifestyle.

What We Can Do:

Provide a fun outdoor leisure activity with the highest level of technology and innovation.

Quotes: "I don't want to waste any time on things that don't pertain to my lifestyle."

"I want to spend my time and money on things that matter to me."

Common Objections:

Worried the product would make him look "less than".

Marketing Message:

SNO-GO uses innovative technology to provide a fun experience for all.

Elevator Pitch: SNO-GO ski bikes are not only innovative, but also support an adventure, outdoorsy, active lifestyle.

Alternatively, many people interested in SNO-GO’s snow bikes are unaware of the product, and, thus, likely don’t search specifically for the product. Because of this reason, SNO-GO will need to strategically target people with an interest in adventurous outdoor activities. The following list includes keywords that could potentially reach interested consumers and create awareness of the brand and product.

Keyword Monthly Searches Keyword Monthly SearchesWinter sports 49,500 First time

snowboarding880

Winter activities 8,100 What to do in the snow

480

Mountain sports 3,600 Winter activities near me

480

Snow activities 1,900 Easy skiing 320First time skiing 1,300 Winter sports near me 110What to do in winter 1,000 Skiing alternatives 30

TOTAL: 67,670

Because both these lists are the search terms people would search for when looking for their product, SNO-GO should use these keywords and phrases on both their website and any AdWords campaigns they run. By using these phrases throughout the site and campaigns, SNO-GO’s SEO efforts would improve.

PPC

To further support their SEO, and help improve conversion rates, SNO-GO should use AdWords campaigns to reach new customers. AdWord’s advertisements should feature keywords established in the previous section of this plan as well as be accompanied with relevant landing pages.

Here are two examples of AdWords ads that SNO-GO could create.

End of Season Snow Bike Sale – Buy Sno-Go Bikes Nowwww.sno-go.usShop Sno-Go’s Blowout Sale Now And Get $400 Off.Carve Your Adventure With Our Intuitive Snow Bikes.

Features ExperienceView What Sno-Go’s See How Sno-Go’s SnowSnow Bikes Have To Offer Bikes Can Carve Your Adventure

The ad above is targeted to those who are already aware of snow bikes. This advertisement would trigger after a Google search such as, “snow bikes” or “snow bikes for sale”. The ad would then direct to the product landing page for SNO-GO bikes, where consumers can easily start their transaction.

Winter Sport Made Easy – Try Sno-Go Snow Bikes Nowwww.sno-go.usRiding A Sno-Go is As Easy As Riding A Bike. Sno-Go Allows Anyone To Get On The Slopes With Their Friends. Carve Your Adventure With Our Intuitive Snow Bikes.

Features ShopView What Sno-Go’s See All Of Sno-Go’sSnow Bikes Have To Offer Products

The ad above is targeted to those who are unaware of the product. This ad would trigger for somebody searching something such as, “winter sports”, or “easy skiing”. When clicked, the advertisement would redirect to SNO-GO’s homepage, where potential consumers can learn more about the SNO-GO brand and product.

Additionally, relevant landing pages linked to different ads would also be highly beneficial for SNO-GO to implement, especially in terms of increasing conversion.

Below is an example of a landing page that SNO-GO could use for an advertisement promoting an “end of season sale”.

This landing page would be highly effective for an “end of season sale” advertisement, especially over any other SNO-GO webpage, because of its relevance to the ad. Someone who clicks on the link from that type of advertisement can immediately see the product as well as a countdown timer, which shows the urgency of the sale. The red “buy now” button supports that urgency and encourages immediate action.

Email

When users click “Join The Tribe” on SNO-GO’s website, they are redirect to another page, where they can sign up for marketing emails from SNO-GO. The webpage says:

This is your chance to be a part of the cool club. You’ll get occasional emails from our crew, updates on demo events, group rides, Chase’s holiday Christmas cookie recipe and more. Just do it…everyone else is. To be even cooler and totally in the know, we suggest you join our facebook tribe page. This is where our die-hard Goers post images, videos, and schedule group events. We all know that the only thing more fun than riding a Sno-Go is when you’re riding Sno-Gos with your tribe…into the sunset.

Underneath that paragraph, there is a field for users to enter and submit their email address. Once a user submits their email address, they are redirected to a “thank you” page, which has no clickable links, not even one to get back to SNO-GO’s home page. Additionally, SNO-GO doesn’t send out a “thank you for signing up” email. Users who sign up rarely receive marketing emails.

It appears that SNO-GO’s email marketing efforts are minimal. They are generally trying to get people to join their Facebook group or “tribe”. With that, SNO-GO’s marketing efforts could definitely be increased. First and foremost, SNO-GO should send out an automated “thank you for signing up email” within 24 hours of a user signing up for newsletters. This will remind users that they are cared about by the company. Secondly, instead of using the “everybody else is doing it” tactic to generate leads, SNO-GO should focus more on including direct benefits they’d receive for signing up. Lastly, SNO-GO should aim to send out at least an email a week.

SNO-GO’s brand is geared toward all people who have a sense of adventure. Because of SNO-GO’s efforts in making SNO-GO a lifestyle brand with a community of like-minded adventure-seekers, they could use this tactic within their email marketing and in email marketing campaigns. Their website states that SNO-GO gives “accessibility to all” and features people of different ages, genders, and lifestyles. They could create email marketing segments to target each of these unique groups of people.

An email campaign could be launched to relate to each of these segments through personalization. Emails could be customized for different factors such as age group, gender, and geographical location. Within the email campaign, not only should they send out promotional emails of their ski bike, but they should also provide tips, tricks, advice, and insights to related adventurous topics. They also could promote their rentals as well as ski bike demos for specific geographical locations. SNO-GO should aim to send emails once a week in the evening during peak season, and at least once a month during off season.

To build a subscriber list, SNO-GO should make it easier to see the email newsletter form. Rather than requiring users to click on “join the tribe”, SNO-GO should move the email entry form to the sidebar or bottom of each page on the website to make it more accessible. The form should include email address, and possibly name, gender, and age. In addition. SNO-GO will need to show users that signing up for their email newsletter is a benefit to them. They could

offer a special deal on their ski bikes, give away small freebies, or create a contest or giveaway associated with signups. Using other avenues to encourage email signups, such as social media, could also be beneficial when building a subscriber list. In order to maintain email subscribers, SNO-GO should create emails and content that will be valuable to users. Additionally, by segmenting target audiences and making emails more personalized, as described above, this will help maintain subscribers.

The following are two example emails that SNO-GO could potentially use for the email campaign as described above.

Hey John,

Even though Utah’s resorts are closing this week, it’s not too late to get out there and shred the mountain one last time.

Come see us at Snowbasin Resort on April 4th for a FREE demo day with all our newest gear. This is an awesome opportunity to meet other SNO-GO tribe members, and have one last adventure before the season ends!

Skip the lines and reserve your spot here.

Keep Go-ing,Kimberly

Hi Stacey,

As a Coloradoan native, you probably already know that Colorado is full of adventure and beauty. Have you ever been to San Miguel County? It particularly has a wide variety of adventures and activities. The Telluride Ski Resort is one of those things.

Telluride Ski Resort not only offers fun winter activities, such as ice climbing, skiing, snowmobiling, but also our SNO-GO ski bikes approved for snow biking. Oh, yeah, and it’s near one of our rental shops!

Read more about what San Miguel County has to offer on our blog here, and you’ll probably start planning your trip.

Keep Go-ing,Kimberly

Social Media

SNO-GO’s current top performing social media platform is Instagram with 4,742 followers and an average of around 160 likes per post.

The following three screenshots are of SNO-GO’s top three performing Instagram posts within the last 6 months.

This video post has received 223 likes, 15 comments, and 1,092 views. This post performed well for three reasons. First, it’s a video post. People are increasingly watching videos nowadays. Second, the post, both the video and the copy, is inspiring, mentioning bucket list checkoffs, dreams, and no limitations. Additionally, the post features tags of those highlighted in the video, further encouraging more people to view the post.

This image post has received 335 likes and 13 comments. This post performed well, because the photo is interesting, and the copy, while short and simple, is intriguing. It leaves users with a sense of anticipation.

This video post has received 215 likes, 17 comments, and 1,538 views. This video is essentially a testimonial and shows SNO-GO’s product. It likely performed well for the same reasons that the video post above did. People are interested in videos, and the people who made the video are tagged.

While SNO-GO seems to be performing the best on Instagram, I think it may be beneficial for SNO-GO to try to gain more traction on Facebook as this is where SNO-GO’s key target market is. Facebook also allows users to share content, which is helpful for brands looking to increase awareness. SNO-GO could also use Facebook advertisements to gain awareness and following on Facebook.

Here are 3 mockup posts that SNO-GO could post to their Facebook page.

Views only seen right before the adrenaline rush.

The majority of SNO-GO’s current posts are very promotional. Instead of making people feel like they would be following an advertisement page, SNO-GO should create more posts revolving the lifestyle part of the brand. The mockup photographic post above is awe-inspiring and beautiful, and people would appreciate that. It would make people want to live that lifestyle, too.

Ski life… So, instead, we SNO-GO.

A lot of SNO-GO’s current Facebook posts look vastly similar to one another. To shake things up, SNO-GO should start posting more images that evoke more emotion. The mockup meme post above evokes humor and is very shareable.

It’s April. And there’s still snow. So….

The last mockup post above, while promotional, is also encouraging their brand’s lifestyle as the first mockup and evokes the same humor as the second mockup post. The copy is relatable to the prospective target market, and conveys the adventure and enthusiasm of the brand.