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Business Objectives. Increase Sales to Increase Profit Digital Channels to Reach, Acquire, Retain Customers -Online and Offline - WordPress - Sales, Entertain, Educate - Youtube - Entertain, Add Value -Twitter- Community, Awareness - Facebook - Customer retention, reduce acquisition costs
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Business Objectives • Increase Sales to Increase Profit • Digital Channels to Reach, Acquire, Retain Customers -Online and Offline • -WordPress- Sales, Entertain, Educate • -Youtube- Entertain, Add Value • -Twitter- Community, Awareness • -Facebook- Customer retention, reduce acquisition costs • -Email- Customer retention, increase order size • -Mobile- Loyalty
Why not Adwords,PPC, FB Ads? • Community surrounding outdoor gear prefer organic means of finding what they like • Cost per acquisition • Many free means of virally spreading the brand
Target Audience Males (19-28)Females (23- 30) • Outdoor Enthusiasts • Outdoors Enthusiasts • College Students • -QR Codes • Professionals Focused in areas with active lifestyles (CA, CO, OR, VT, WA,UT, NH, ME, etc.)
SEO • Diverse External Links to Our Page • -Popularity of Links • -Keyword focused • Kew Word Focused Title Tags, Anchor Text, Plain Text, Subpages, Headings etc. • Link-To related pages
Key Performance Indicators • Inbound links will have different coding • -Allows tracking of needed improvement • Increase ordersize • Customer Retention • Reduce abandonment- Content Rich • Set monthly goals for improvement • Analytics • -Website Traffic- which days are most busy?
Outcomes of Successful Campaigns • Viral Coefficient • - Consumer Ambassadors • Low Bounce Rate • -Content Driven Web Page • Customer Lifetime Value • Loyal, Engaged Community • -Advocacy