Embed Size (px)
Citation preview
Sacred ServeDigital Marketing StrategySean Cronin, June 5th 2017www.linkedin.com/in/spcronin
www.count-digital.com
Overview
1. Introduction
2. Goals & Objectives
3. Customer Persona
4. The Customer Journey• Acquisition• Activation
5. Measuring Success
6. Ongoing Strategy
Who Are Sacred Serve
For health conscious consumers who crave the taste and indulgence of a rich and creamy frozen dessert, Sacred Serve offers a range of handmade vegan
gelato available in 3 divine flavors.
What Makes Them Special?
Unlike the other non-dairy frozen desserts available on the market, Sacred Serve have developed a product that tastes incredible whilst being strictly free of all
gluten, dairy, soy, GMOs, stabilizers and preservatives.
Anything Else?
• Founded in August 2016 by 2 friends who met whilst travelling in Bali.
• Distribution Channels:• Wholesale to independent retailers across the city (currently in 15 stores + 2
online delivery services).• Direct to consumers at trade shows and events.
1. Introduction �
2. Goals & Objectives
3. Customer Persona
4. The Customer Journey• Acquisition• Activation
5. Measuring Success
6. Ongoing Strategy
Overview
Goals and Objectives
Digital Landscape – March 2017
A modest following on Instagram and Facebook has been growing steadily through regular updates on upcoming events and new store locations.
A basic website, not optimized for search engines and no analytics installed.
Email addresses are being collected on the website and at events but no email marketing campaigns have taken place.
Have never engaged in any paid marketing campaigns.
Goals
1. Boost brand awareness.
2. Increase sales in-store and online.
KPIs
• Website Visitors
• Visitors to the ‘Locations’ page
• Visitors who click ‘Order Online’ button
1. Introduction �
2. Goals & Objectives �
3. Customer Persona
4. The Customer Journey• Acquisition• Activation
5. Measuring Success
6. Ongoing Strategy
Overview
Customer Persona
Market ResearchAfter analyzing data from a variety of sources it is clear that the vast majority of vegans are:
FemaleLive in urban areas
Under 40Do not have children
72% No Children 28% Have Children
88% Live Urban 12% Live Rural
80% Under 40 20% 40 or Over
74% Female 26% Male
Sources: https://goo.gl/bgvhyT https://goo.gl/WUHVUf https://goo.gl/xgLAKr
Follower DemographicsThese demographics are also reflected in likes on the Sacred Serve Facebook page.
72% of people who like the page are female
83% are between the ages of 18 - 44
Customer Persona
Vegan Violet is a young, urban professional who, after becoming vegan a a few years ago, now considers it a lifetime commitment.
Violet regularly uses social media for vegan advocacy and likes to educate friends, family and co-workers about veganism.
She follows a mostly raw, organic diet but being a foodie at heart will often purchase imitation products like vegan meats, cheeses and sweets that offer her the chance to enjoy some of the food she misses from her pre-vegan days.
However, eating healthily is key to her way of life so she will not compromise on quality or nutrition. She spends a lot of time reading labels so that she knows exactly what goes into the food she eats.
VeganViolet
Gender: FemaleAge: Under40Lives: IntheCityChildren: None
Customer Challenges
What challenges does our persona face?
Struggles to find alternatives to the foods she misses, that actually taste like the real thing.
Has to spend a lot of time reading labels and looking up strange ingredients found in many vegan products.
Has to go out of her way to find specialist stores that stock vegan alternative products.
Customer Challenges
How can we help our persona?
Increase awareness of the product and inform her about upcoming events where she can try it for herself.
Clearly and easily display what does (and does not) go into the product, and explain the health benefits of these ingredients.
Make it easy for her to find nearby stores that sell the product, or help her to find services that will deliver to her.
1. Introduction �
2. Goals & Objectives �
3. Customer Persona �
4. The Customer Journey• Acquisition• Activation
5. Measuring Success
6. Ongoing Strategy
Overview
The Customer Journey
Customer Journey
1. Acquisition
2. Activation
3. Retention
4. Referral
Focus Of Our Strategy
Acquisition• Increase awareness of the product.
• Educate consumers on the health benefits and superior ingredients.
Activation• Make it easy for customers to find nearby stores that sell the product.
• Boost sales via online delivery services.
AcquisitionStrategy:
Increase brand awareness amongst consumers in the Chicago area who are searching for alternatives to the existing vegan and dairy free ice creams on the market.
Tactics:
• Search Engine Optimization (SEO)
• Content
• Paid Search
SERP - Before
Only 1 page indexed
Not ranked for any keywords
SEOFocus Keyword:
Avg. Monthly Search Volume
vegan gelato 320
vegan ice cream 9,900
Quick Wins:
• Title Tags• Descriptions• Headings• Website Copy• Images (filenames, alt tags)• Page Load Speed (image sizes, page requests)• Sitemap.xml• Robots.txt• Google My Business
Title:
Sacred Serve | Vegan Ice Cream Handmade In Chicago
Description:
Sacred Serve offer a range of gluten-free, dairy-free, and soy-free vegan ice cream & frozen treats handmade in small batches at The Plant in Chicago.
Heading:
Vegan Ice Cream Handmade in Chicago
Copy:
Sacred Serve offers a range of gluten-free, dairy-free, and soy-free frozen treats handmade in small batches at The Plant in Chicago.
Available in 3 divine flavors – Salted Coconut Caramel, Dark Chocolate Superfood & Matcha Mint Chip – our vegan ice cream is strictly free of all gluten, dairy, soy, GMOs, stabilizers and preservatives.
Image Filename:
http://sacredserve.com/wp-content/uploads/2017/05/sacred-serve-vegan-ice-cream.jpg
Image Alt:
Sacred Serve Vegan Ice Cream
Other Optimizations
Robots.txt:• Modified to allow search engines to index the site
Sitemap.xml:• Added sitemap to help with indexing
Page Load Speed:• Compressed images across the site• Reduced page requests by disabling unused plugins
Google My Business:• Added listing to boost local search
SERP - After
SERP - After
vegan ice cream chicago
• Google = 18• Bing = 3
vegan ice cream near me
• Google = 14• Bing = 8
Organic Search Traffic
Organic Search - Average Weekly Sessions
Increased 62% post SEO efforts
1116
13
30
9
18 20 22 21
41
30
SEO - Next Steps
Focus Keywords:
vegan ice cream+ dairy free ice cream+ gluten free ice cream+ gluten free dairy free desserts
Tactics:
• Optimize Website Copy• Build Links• Create Content
Content Ideas
Inform:• Testimonials & customer reviews• Frequently Asked Questions• Behind the scenes videos• Serving suggestions & recipe ideas
Educate:• More accessible and detailed product benefits• Details about what ingredients are NOT included, and why this is good• Comparisons vs other non dairy/vegan options
Paid Search
Targeting 24 Keywords, including:
vegan ice cream dairy free ice creamnon dairy ice cream gluten free ice creamlactose free ice cream milk free ice creamcream free ice cream
Keyword Impressions Clicks CTR Avg. CPCnon dairy ice cream 243 13 5.35% $1.19dairy free ice cream 275 14 5.09% $0.83vegan ice cream 398 14 3.52% $1.06cream free ice cream 271 7 2.58% $0.93
Top Performing:
AdWords- Results
Duration: 18 days
• Impressions = 1393• Clicks = 53• CTR = 3.80%• Avg. CPC = $0.98
• An additional 53 website sessions.
• Which accounts for 17% of all sessions during this period.
Test Hypothesis: A call to action in the ad URL will lead to a higher CTR than one without
% Served Impressions Clicks CTR Avg. Cost Per Click
1. 41.58% 111 6 5.41% $1.19
2. 58.42% 156 13 8.33% $0.73
Results• A call to action in the ad URL resulted in a nearly 3% higher CTR.
• This ad also achieved 40% more impressions and an Avg. Cost Per Click that was 38% lower, suggesting it had a higher quality score.
• Assuming a daily budget of $10 per day, this campaign could yield 159 extra clicks (411 vs 252) – just by optimizing the ad URL
Estimated clicks from $300 monthly ad spend
AdWords- Testing
0
50
100
150
200
250
300
350
400
450
Ad1
Ad2
AcquisitionStrategy:
Educate consumers on the health benefits and superiority of the ingredients used in Sacred Serve compared to other non-dairy ice creams.
Tactics:
• Paid Social
• Content
Paid Social
Channels:
Facebook Instagram
Strategy:
Drive targeted traffic to our landing page from Facebook & Instagram.
Goal:
Users click through to website to view more information and find out where they can purchase from.
SEO – Phase 2
Vegan Violet:
• Female
• Aged 18 - 44
• Living within 17 km of Chicago
• Exclude: Parents
• Interests: Nutrition, Dieting, Gyms, Vegetarianism, Vegan.com, I'm Vegan, Vegan nutrition, Healthy diet, Go Vegan, Vegan Outreach, Veganblog, The Vegan Society or Veganism
Targeting
Ad Campaign - Results
Duration: 4 days
• Impressions: 2,980• Link Clicks: 54• Link CPC: $0.75• Link CTR: 1.58%• Clicks (all)*: 100• CPC (all)*: $0.40• CTR (all)*: 2.94%
*Includes likes, comments, shares, and clicks to Facebook page
Facebook - Results After 3 Days
Impressions: 564
Link Clicks: 7
Link CPC: $1.06
Clicks (all): 9
CPC (all): $0.82
CTR (all): 1.59%
Impressions: 604
Link Clicks: 9
Link CPC: $0.58
Clicks (all): 17
CPC (all): $0.31
CTR (all): 2.81%
Facebook - Winner
Ad 2 was selected to run on it’s own for the final day.
The results remained consistent with previous days.
Impressions: 574
Link Clicks: 10
Link CPC: $0.61
Clicks (all): 16
CPC (all): $0.38
CTR (all): 2.78%
Instagram - Results After 3 Days
Impressions: 527
Link Clicks: 8
Link CPC: $1.01
Clicks (all): 16
CPC (all): $0.50
CTR (all): 3.03%
Impressions: 555
Link Clicks: 10
Link CPC: $0.68
Clicks (all): 22
CPC (all): $0.31
CTR (all): 3.96%
Instagram- Winner
Ad 2 was selected to run on it’s own for the final day.
Again, the results remained consistent with previous days.
Impressions: 521Link Clicks: 9Link CPC: $0.69Clicks (all): 19CPC (all): $0.33CTR (all): 3.64%
In just 4 days…
From 54 clicks to the landing page:
• 54% of those visitors clicked through to find out more on the website.
• Leading to an additional 29 website sessions.
• Which accounted for 27% of all sessions during this period.
Landing Page
1. Introduction �
2. Goals & Objectives �
3. Customer Persona �
4. The Customer Journey• Acquisition �• Activation
5. Measuring Success
6. Ongoing Strategy
Overview
ActivationStrategy:
Optimize website to encourage consumers to purchase in-store and promote available options to order online.
Tactics:
• Make it easier for customers to find nearby stores that sell the product.
• Increase visibility of online ordering options.
• The map makes it easier for visitors to see their nearest store at-a-glance.
• Logos help users to easily identify their nearest store.
• Phone no. and website make contacting easier (to check product availability or opening times).
• Increased visibility of online ordering options (with big bright CTAs) encourage conversions.
• Order Online buttons also added to homepage and flavors page.
• Bonus - SEO:sacredserve.com/locationsnow ranking for keywords:‘foxtrot delivery market’ = 18‘mercato grocery delivery’ = 24
Locations - Results
Locations Page - Average Time on Page:
• Before: 1m 36s
• After: 2m 26s
This suggests more interest and engagement with the page following the redesign.
Customer Feedback
Order Online - Results
No stats available for ‘before’, however following the redesign we are seeing:
• Average of 9.8 clicks per week on the Order Online buttons.
• On average 7.3% of all weekly sessions lead to a click.
Foxtrot are doing 47% of their sales of Sacred Serve online:• In-store: 52 units
• Online: 46 units(*data from 05/26/2017)
We have sent 42 users to their site since the redesign (although there is no way to measure how many of these went on to purchase).
1. Introduction �
2. Goals & Objectives �
3. Customer Persona �
4. The Customer Journey�• Acquisition �• Activation�
5. Measuring Success
6. Ongoing Strategy
Overview
Measuring Success
Goals & KPIs
1. Boost brand awareness.• KPI: Website Visitors
2. Increase sales in-store and online.• KPI: Visitors to the ‘Locations’ page• KPI: Visitors who click ‘Order Online’ button
0
10
20
30
40
50
60
70
80
90
100
Website Sessions
Website Sessions
Daily Sessions: 03/19/2017 - 06/03/2017
• Let’s first remove the outliers (which we can attribute to popular posts on Facebook & Instagram).
• We’ll also remove traffic from paid search and paid social.
0
5
10
15
20
25
30
35
OrganicSessions
Website Sessions03/19/2017 - 04/28/2017 04/29/2017 - 06/03/2017
Average Daily Sessions 8 15
Increase of 87% after implementing website optimizations
Paid Traffic
AdWords: 04/27/2017 - 05/15/2017
• 3 users per day
• At a cost of $3 per day
Facebook Adverts: 06/02/2017 - 06/05/2017
• 13 users per day
• At a cost of $10 per day
Total 16 extra users (200% increase) from a cost of $13 per day.
Combined Projections
Avg. Daily Sessions Avg. Weekly Sessions
Baseline: 8 56
SEO: 7 49
AdWords: 3 21
Facebook Paid: 13 91
Total: 31 217
Projected Increase: 287% (from $13 per day spend)
0
10
20
30
40
50
60
70
80
90
100
AllSessions vsLocationsSessions
TotalSessions LocationsSessions
Locations Page03/19/2017 - 04/28/2017 04/29/2017 - 06/03/2017
Avg. Daily Locations Page Sessions 4 5
Locations Page Sessions (%) 34.29% 32.78%
25% increase in average daily sessions (but 1.51% decrease as a % of all sessions - must to be monitored)
Order Online
Average of 9.8 clicks per week on the Order Online buttons.
• Homepage: 3.6
• Locations: 3.6
• Flavors: 2.6
On average 7.3% of all weekly sessions lead to a click.
Combined Projections
Avg. Daily Avg. Weekly
Projected Sessions: 31 217
Locations Sessions (33%): 10 71
Order Online Clicks (7.3%): 2 16
Projected Prospects (per week): 87 (from $13 per day spend)
Monthly Projections• Monthly Spend: $390
• Projected Website Sessions: 930
• Projected Prospects: 360
• Each prospect is worth an initial $6
• So we need 18% of prospects to convert to break even
• But including the possibility of repurchase and the potential lifetime value of a customer this could be reduced
• i.e. if each customer purchases twice in their lifetime then the conversion rate needs to be only 9%
1. Introduction �
2. Goals & Objectives �
3. Customer Persona �
4. The Customer Journey�• Acquisition �• Activation�
5. Measuring Success �
6. Ongoing Strategy
Overview
Ongoing Strategy
Goals TacticsStrategic Initiatives
Boost brand awareness
Increase sales in-storeand online.
Increase brand awareness amongst consumers in the Chicago area who are searching for alternatives to the existing vegan and dairy free ice creams on the market.
• Search Engine Optimization (SEO)
• Content• Paid Search
Educate consumers on the health benefits and superiority of the ingredients used in Sacred Serve compared to other non-dairy ice creams.
• Paid Social• Content
Optimize website to encourage consumers to purchase in-store and promote available options to order online.
• Make it easier to find nearby stores
• Increase visibility of online ordering options
Ongoing Strategy
• Optimize rest of website - About Us, Ingredients pages
• Create more content - FAQs, testimonials, BTS videos, recipe ideas
• Build up inbound links to website
• Optimize AdWords campaigns with use of ‘exact match’ keywords
• Focus on best performing keywords and ad creative (highest CTR and lowest CPC)
• Focus on best performing Facebook & Instagram ads to lower overall CPC
• Continue to test and optimize…
