Cocoon home designs Internet Marketing Strategy November 2010 Leslie Ng Chad Comeault Ursula 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 min Material return on marketing investment E-Marketing Strategy 1) Brand repositioning 2) Website upgrade 3) Data collection/benchmarking 4) Employ CRM tool (Salesforce.com) 5) Increase website traffic and awareness via:  Social media channels (site blog and Facebook)  Google AdWords  Targeted internet add placement 6) Correlate website analytics to sales data 7) Determine if goals have been met Phase 1 – Next 3 months Brand repositioning Website upgrade Customer data collection Establish metrics and track with analytics Brand Repositioning Leverage sustainability aspects of the company  Locally manufactured product  Sustainable FSC wood materials  Soy based adhesives Leverage quality materials and hand production  Manufactured on-site by hand, by owner  Solid wood construction Website Marketing Grader Grade - 36% Poor  No blog links found  No heading tags found  Limited number of images  Domain name expiry in eight months  50% SEO score (poor)  50 inbound links found  9 Delicious bookmarks  0% Twitter grade score  No subscription forms found on website Website Upgrade - SEO  Create subscription form on website for email database for sales and new product announcements  Create “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 - SEO  Add image descriptions or ALT text, tag images with keywords  Extend domain name expiry date  Add a site map – easier for spiders to search your site  Fresher content – update regularly to increase traffic  Integrated blog (also contributes to fresh content)  Add links to other “relevant” sites  Cultivate relationships with websites in the industry for linkback opportunities  Avoid using flash  Run 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 ($25 month)  Input new and old customer contact information  Can track revenues and sales funnel via Excel  Can capture leads from your website  Can track Google AdWords performance  Can map customer clusters  Includes prebuilt dashboards  Can track customer interactions  Can track sales opportunities Establish Metrics and Track  Benchmark the following using Google Analytics: 1. Daily traffic 2. Unique visitors per month 3. Impressions per month 4. Bounce rate 5. Page-views per month 6. Dwell time 7. Repeat customers Phase 2 – Next 3-6 months  Focus on marketing using Google AdWords and Facebook advertisement  Establish company Facebook page  Continue monitoring analytics and set up Google Alerts  Purchase ad spots on choice websites Relevant Google AdWords Set up Google AdWords to display your website when people searches for: High Relevance:  Furniture  Vancouver  Customized  Contemporary  Design  Wood Positioning:  Sustainable  Green  Environmental  FSC AdWords awards based on bid$ x Quality of site (SEO) 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 Advertisement Estimated 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 Tracking Track 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 Channels Greenlivingonline.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 Adwords  Add additional content to Facebook page  Focus on testing online ad spots and refining marketing channels and timing of ads  Maintain 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 Tool  Determine what words people use to search  Bid high for highly competitive search word  Bid low for rare searches  Live 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 upgrade  Phase 2 - $2,000-$6,000 annual ad marketing spend  Phase 3 - 1 part-time person for web ad optimization and content building 4 hrs/week for a year ~ $2,000/year