MARKETING PLAN FOR BIXTER - SOUTH EAST EUROPE

INTRODUCTION

This document should layout the marketing plan for South East Europe that can be replicated for any other country in the future. While the document is showing us WHAT needs to be done and basics on HOW it should be done, we are also attaching Gantt Chart, which will tell us WHEN something needs to be done and by WHOM. Our assessment is that Bixter has a huge market opportunity, as there is a big demand for workforce in Denmark and other Western Europe countries, while there is a steady supply of that workforce in the Eastern Europe countries. Workforce in the modern world will always migrate and increasingly so. This is where Bixter is looking to find its future.

We at Neevee usually use so called Inbound Marketing to increase the number of visitors and get more brand exposure. This means creating great content, doing PR and content promotion, being active on social media and tracking everything properly through analytics tool. Advertising is added to the mix, especially in the first phase – where we want some quick wins while waiting for Inbound Marketing to gain traction.

SITUATION ANALYSIS

MARKET ANALYSIS AND ONLINE OPPORTUNITY ASSESSMENT

The market analysis determines the market trends, market characteristics, and needs, market size and market position of the clients’ current products, services, and website. The online opportunity section provides an assessment of the Internet marketing opportunity in the areas covered by the plan.

E-Commerce Market in XY

Digital technology has revolutionized the photographic equipment market. Once dominated by analog cameras, the industry has been exposed to considerable change following the introduction of new technology, which led to the development of digital cameras and advances in cinema equipment.
The Photographic Equipment Retailing industry has been affected by tough trading conditions over the past five years, with industry sales expected to post weak annualized growth of just 0.8%. While demand for digital cameras has remained high, the industry as a whole has struggled. The modest rise in sales over this period has been a result of declines in the average price of cameras, fierce competition from external players such as electrical stores and department stores, and growth in the volume of grey imports of camera products being sought and bought by consumers.

The overall performance of the photographic equipment market has also been driven by trends in real household disposable income, consumer sentiment, advances in product technology and features, and fluctuations in the number of domestic trips taken by Australian consumers. Industry sales are expected to increase by 0.9% to $768 million in 2013. Despite anticipated growth in disposable income and consumer sentiment, industry sales will be hindered by retail heavyweights such as Harvey Norman, Myer, and Big W. These external players will continue to offer consumers competitive pricing and a broad product range in an attempt to attract a larger share of the industry. Industry sales will also be under pressure from the online market and grey imports due to the significant cost savings available to consumers.
Sales of photographic equipment by industry operators are expected to rise over the next five years. Retail demand during this period will be driven by consumers seeking to upgrade their camera and growth in the number of people taking photos and developing an interest in photography.

The Market Enemy – The Grey Marketplace

When manufacturers create their distribution channels, they do so to authorized dealers and specify their stock to be distributed. As grey market camera equipment is typically priced slightly lower than typical retail, many customers are lured into buying a camera from a grey seller. That’s why it’s important for CAMERA Pro to highlight the warranties given out to customers and the pro’s of purchasing a camera from an authorized dealer.

Your Market Opportunity

The new domestic photography equipment strategy will focus specifically on customers’ needs. Using innovative marketing and pushing customised products for specific needs to meet customers’ demands, online retailers in the field will seek to win over marketing segments and fight grey market trends.

As an online retail you should focus on granting your customer the following:
• Faster delivery
• A focus on service (readily available repair parts)
• Better value for customer’s dollar
• Customized product offerings
• Better technology
• The latest innovative products available on the market

Your USP (Unique Selling Point)

The starting point to think about when it comes to defining your USP is that what makes you unique, is what makes you fundamental in this market.
Even within your particular camera equipment niche and amongst your competitors, you have differentiating factors that are inherent in who you are and what you do.
By analyzing your products and brand philosophy, I identified your USP through a set of characteristics at the base of your brand’s identity and core values:

Characteristic of your product lines:
THE BEST TECHNOLOGY IN CAMERA EQUIPMENT FOR PROFESSIONALS

Characteristics of your brand:
FULL CUSTOMER SERVICE AND SUPPORT BEFORE/DURING/AFTER PURCHASE FOR MOST SHOPPING EXPERIENCE AND VALUE FOR MONEY.

MARKETING ACTIVITIES AUDIT

The market analysis determines the market trends, market characteristics, and needs, market size and market position of the clients’ current products, services, and website. The online opportunity section provides an assessment of the Internet marketing opportunity in the areas covered by the plan.

SEO Audit of the Website

The starting point to think about when it comes to defining your USP is that what makes you unique, is what makes you fundamental in this market.
Even within your particular niche and amongst your competitors, you have differentiating factors that are inherent in who you are and what you do.
By analyzing your products and brand philosophy, I identified your USP through a set of characteristics at the base of your brand’s identity and core values:

Characteristic of your product lines:
THE BEST TECHNOLOGY IN CAMERA EQUIPMENT FOR PROFESSIONALS

Characteristics of your brand:
FULL CUSTOMER SERVICE AND SUPPORT BEFORE/DURING/AFTER PURCHASE FOR MOST SHOPPING EXPERIENCE AND VALUE FOR MONEY.

Social Media Audit

The starting point to think about when it comes to defining your USP is that what makes you unique, is what makes you fundamental in this market.
Even within your particular camera equipment niche and amongst your competitors, you have differentiating factors that are inherent in who you are and what you do.
By analyzing your products and brand philosophy, I identified your USP through a set of characteristics at the base of your brand’s identity and core values:

Characteristic of your product lines:
THE BEST TECHNOLOGY IN CAMERA EQUIPMENT FOR PROFESSIONALS

Characteristics of your brand:
FULL CUSTOMER SERVICE AND SUPPORT BEFORE/DURING/AFTER PURCHASE FOR MOST SHOPPING EXPERIENCE AND VALUE FOR MONEY.

Content Strategy Audit

The starting point to think about when it comes to defining your USP is that what makes you unique, is what makes you fundamental in this market.
Even within your particular camera equipment niche and amongst your competitors, you have differentiating factors that are inherent in who you are and what you do.
By analyzing your products and brand philosophy, I identified your USP through a set of characteristics at the base of your brand’s identity and core values:

Characteristic of your product lines:
THE BEST TECHNOLOGY IN CAMERA EQUIPMENT FOR PROFESSIONALS

Characteristics of your brand:
FULL CUSTOMER SERVICE AND SUPPORT BEFORE/DURING/AFTER PURCHASE FOR MOST SHOPPING EXPERIENCE AND VALUE FOR MONEY.

Email Marketing Audit

The starting point to think about when it comes to defining your USP is that what makes you unique, is what makes you fundamental in this market.
Even within your particular camera equipment niche and amongst your competitors, you have differentiating factors that are inherent in who you are and what you do.
By analyzing your products and brand philosophy, I identified your USP through a set of characteristics at the base of your brand’s identity and core values:

Characteristic of your product lines:
THE BEST TECHNOLOGY IN CAMERA EQUIPMENT FOR PROFESSIONALS

Characteristics of your brand:
FULL CUSTOMER SERVICE AND SUPPORT BEFORE/DURING/AFTER PURCHASE FOR MOST SHOPPING EXPERIENCE AND VALUE FOR MONEY.

MARKETING STRATEGY

MISSION STATEMENT AND VISION

The mission statement incorporates your brand philosophy as described in the USP section and your core values for CAMERA PRO in a short statement.

CAMERA PRO
Supporting every aspect of your love for photography by taking it very personal to provide you with equipment customised to your needs
Expressing your lifestyle through a photo lens

GOALS AND OBJECTIVES

Your goal for CAMERA PRO for 2013 will only be effective if you have a clear vision of what you want to achieve and how to achieve it. Your goals should focus on building further your brand’s presence online through a series of marketing activities aimed at:

 Increasing your brand’s visibility  Positioning your brand strategically within your niche market  Connecting with your potential customers by creating online communities that identify with your core values on an emotional level  Promoting a style of living rather than pushing product line marketing messaging  Customize all aspects of your online presence to make yourself stand out from the crowd

To do that, you need to set short-term objectives. An easy way to think about your short-term objectives for accomplishing your long-term goals is to make them S.M.A.R.T.:

☛ Specific. In order to work, objectives need to be concrete

☛ Measurable. Put a figure or value on it

☛ Action-oriented. Layout which actions need to be taken

☛ Realistic. Make objectives challenging, but consider your resources so that you can actually achieve them reasonably

☛ Time-specific. Set a deadline to keep things on track.

The first stage to promote your brand successfully and increase its recognition and visibility online includes activities such as:

1. SEO optimisation for targeted traffic

2. Using your online communities as brand ambassadors

3. Connecting with key influencers within your market niche to raise your online profile and encourage third-party endorsement 4. Create unique, relevant, engaging content branded CAMERA PRO to be endorsed by target segments communities and spread online

BRANDING

A contemporary brand identity must reach beyond its visual manifestation to encompass:

how the brand speaks across a multitude of technology platforms

how it interacts with its audience and

how people experience it at an emotional level

Because of the dominance of social media, brand identities can now be defined more by their customers than by the companies themselves. The ideal balance, however, stems from the ability to be flexible while keeping intact the core principles and attributes that formed the brand in the first place.

The explosion of digital and social media in recent years, as well as the increased adoption of Internet-enabled mobile devices, has evolved the way brands are seen, tasted, touched and felt.

Google’s “New Multiscreen World” study indicates that:

 90% of all media consumption happens on a screen

 a full 38% of which is on smartphones alone

 90% of people use multiple screens sequentially to interact with brands (shopping online, managing finances, planning a trip and more)

 61% of Internet users are online while watching TV and do it on a range of devices (laptops, smartphones, and tablets)

Also, companies use mobile technology to take their campaigns right to the streets in a personal and highly dynamic way.
This new approach is not an excuse to dilute the importance of brand strategy. Establishing a brand’s positioning, personality and attributes remain critical to the success of the brand’s identity.

With the understanding that CAMERA PRO’s targeted consumers now look for photography equipment that can help them enhance their professional experience and express their unique personalities through a photo lens, CAMERA PRO should push on all levels of communications, online presence, customer relations, a brand idea that directly reflects its core values by offering products with a story behind; a story that coincides with the customer’s story when looking for a specific camera or related equipment. CAMERA PRO is here the match the stories and provides the customer with the product that was engineered to suit particular needs to be identified with a specific customer need.

TARGET MARKET SEMENTS

By establishing that CAMERA PRO consumers’ now look for photography equipment that can help them enhance their photographic experience and express their unique personalities, the market segments are to be found online via communities that identify with CAMERA PRO’s core values.

So how do we find your target segments? We don’t. We create highly engaging content to be shared via your online communities (social media, bloggers in the field of modern photography, art & technology).

CUSTOMER SERVICE STRATEGY

Most think that customers make buying decisions with a rational approach, analyzing details like features and financials. Not true. Over 50% of an experience is based on emotions. Emotions shape the attitudes that drive decisions and behavior. And, they impact behavior far more than technical or functional factors.

All buyers are influenced by their emotions. They just may not realize it. How customers care about your products/services may be unconscious, but these unconscious feelings can have a very concrete impact on your business. Emotional connections can determine the strength and length of a customer relationship. They drive passion, loyalty, and advocacy.

One of the major characteristics of the experience economy is that customers become engaged in a “personal” way. And, they make a compelling case that today’s customers want and expect to be positive, emotionally and memorably impacted at every level of their commercial existence.

Emotionally engaged customers are:
 At least three times more likely to recommend
 Three times more likely to re-purchase
 Less likely to shop around
 Much less price sensitive

These are the rules to follow the create a strong, long-lasting bond between your brand and its customers.

1. Put the customer at the forefront of everything you do
At every step of the customer’s shopping experience, ask yourself what would the customer be excited about the most during the completion of each step.

2. Get closer to customers’ emotionality
It’s all about empathy. If your customers express a concern, problem, doubt, share their empathy at all levels.

3. Listen, Really Listen
Do you regularly listen and respond to your customers? Do you truly understand their concerns and needs; what’s behind the surface? Really listening helps customers feel welcome, comfortable and important in every interaction, whether it’s a phone call, face-to-face, email or chat.

4. Demonstrate Respect
What can you do to respond in a way that demonstrates understanding and respect, and creates a stronger connection with your customers? Do you deliver on your promises in a timely way? When things go wrong, do you go out of your way to apologize and fix the issue fast?

You need have the answers to all these questions, always.

CONTENT AND MESSAGING

Inbound marketing is a tactical game. Building keyword-focused content, sharing it via specific outlets at specific times, mastering SEO, and generating and nurturing leads all can be measured rather precisely. Unfortunately, going through the motions isn’t going to make a marked impact unless your content is actually relevant to your marketing segments.

So, what’s the secret? It’s all about caring. Caring about:
1. Your customers’ needs: How can I help those within my target market before they’re my customers?
2. Your content and its ability to fulfill those needs: Am I generating content that is genuinely useful?
3. Your customers’ feedback: How can I better understand my customers and reflect this in my content?

The rule of “quality over quantity” holds true, but taking it a step further is not only beneficial, but also necessary if you want to win the marathon of inbound marketing. Here’s why caring matters:

Your content is more transparent than you think. Do you have a clever title masking below-average content? If so, your visitors will notice – quickly and easily. Given the criticism you’re opening yourself up to form a brand perspective, it’s better to avoid inbound marketing altogether if caring isn’t something you can pull off.

Volume breeds skepticism. If something isn’t straight to the point, easy to digest, and overall useful, we’re leaving – and we’re not coming back.

Your content is your homepage: The simple goal of inbound marketing is to be found. If your keyword goals and SEO practices are on target, you’ll generate organic traffic from your content. It’s likely that a high percentage of those who click on your content are visiting your site for the first time. Thus, your content is the first page they see.

Word-of-mouth marketing still wins. The goal of any marketing campaign should be to inspire the most effective form of marketing ever invented (which also happens to be the cheapest form of marketing ever invented): word-of-mouth (WOM) marketing, or as I call it, click of mouse (when it comes to word of mouth over social media!)If you’ve cared enough to build a relationship with a customer – or even a lead – you’ve gone a long way towards creating your own luck when it comes to WOM.

The point is, your content is king. Thus, developing high-quality content via a content development strategy is critical for improving your business. What we want to achieve is:

→ User Generated Content:
☛ social media referrals
☛ customer experience shared among social communities
☛ customer sharing content/multimedia on how/where/why did they fit a CAMERA PRO product in their apartment/house
☛ creation of a loyal online community of followers to engage in conversions about a lifestyle, photography…

→ As for specifically targeted content (optimised for SEO), we shall be focusing on:
 Third party articles
 Restyling your blog and posting content easy to share via online channels and social media
 Customer experience page
 Build a story around each camera, short but fun
 Elevating your social responsibility efforts via targeted messaging

Note on messaging:
All external communication should endorse the core values of the afore-described mission statement. The main channels of communications to drive website visibility and brand recognition are to be cross-platform (classic traffic redirection and interconnection between social media, website and third party promotion from bloggers…)

MARKETING MEDIA MIX

The goal of marketing media mix strategy is to test all marketing channels and see how effective they are in promoting the products or increasing the sales. To achieve that, we need to track everything that is possible with various tools; Google Analytics and Clicky for organic traffic, Analytics for Google Adwords, HotJar for Conversion Rate Optimization, different social media analytics etc…this will ultimately give us a picture on what works and what doesn’t work in our campaign, with numbers to back it up instead of guessing.

WEBSITE DEVELOPMENT

SITE ARCHITECTURE AND STRUCTURE

News/Blog Section

It is important to set this section as a priority of the website. Content is the most important part of any marketing campaign and when it is properly optimized with the keywords inside the text, future rankings for those particular keywords are possible. Some of the articles should be accessible from the homepage and news button inside the footer menu should also be easy to spot. The blog right now is not active and is being constructed by the team.

Social Sharing

Since our whole marketing campaign is focused on engaging the employees and employers, and making interaction between the two groups, there are no better tools for that than social media networks. Every page should have social media elements. The main pages have a set of buttons to like/follow our social networks, while at the same time every news post should have a button for sharing/tweeting etc. CVs could also be sharable, as well as job posts. There should be no exceptions to this rule.

Page Speed

Page Speed is one of the most important On-Page SEO factors, very often underrated by SEO experts. Google wants a good user experience, and having a slow site is everything but that. Therefore, we must make sure we have the page speed of 80 or more according to Google Page Speed Tool.

If the rate is too low, we will give our recommendation on what can be done to improve it. Some are technical reasons, not just the speed of the server.

Content about the products and product videos

Majority of our competitors don’t have any content on the product pages. I understand that the picture is worth 1000 words when it comes to user conversion, however, Google can only see text and that is why adding it on each product page is a key for the good rankings (which will result in good traffic). The present situation is that CAMERA PRO has duplicated content from other websites (probably manufacturers), this is a big no-no and most probably penalized by Google. The first step in our On Page SEO efforts is to create a unique, keyword rich, interesting content with the call to action. This will not please just the search engines, but might also help in Conversion Rate Optimization.

Product videos can improve conversion, however, it is expensive and huge effort to make a collection of these. It would be great if possible, and most certainly unique. The videos should be present in the way not to distract the visitors from the sales funnel.

Images

We should add as many images as possible for each product. This might not be necessary with the video in place, but until we implement it for each product, images are the best alternative. Why images? One of the reasons is conversion rate, as people get hooked on the product they want to buy, but another reason is that the images themselves rank on Google and create a certain traffic that shouldn’t be ignored.

Now, when it comes to Camera Pro, this was already done in the best possible way. Images are clean, professional and definitely help in the conversion rate.

USABILITY AND DESIGN

The past few years have seen a tremendous shift in the way developers are building websites. More users have switched onto mobile platforms, along with newer browsers which support HTML5/CSS3 web standards. There are so many unique ideas flowing out of the design community and some of it you have already implemented in your web design for CAMERA PRO. Excellent job!

The terms minimalism and whitespace are thrown around a lot. And while it is true that these trends have been part of web design for years, it’s also true they have evolved to fit this newer spectrum of creativity. There are plenty of websites using whitespace as a design tool which forces users to focus deeper on the main content. But even very dense websites can utilize whitespace in smaller areas to alleviate room. This is something I suggest to all e-retailers: to put in focus the product on their homepage rather than making it difficult for the visitor to find what they’re looking for. You are the one that decides what they should be looking at the moment they set their eyes on your homepage.

Here’s a short analysis of your homepage. I looked at the general layout, the disposition of elements, the content, and menus.

Your homepage is a bit crowded, I would make use of more white spaces to drive the customers’ focus on the following:

1. Products
2. Shop online
3. Talk to us
4. Blog

Also, I had difficulties understanding what the main slider was all about. I would probably feature the 4 categories above in the main slider along with the ‘Why shop with us’ section while I’d find a different solution to advertise workshops.
I would also take out some of the information on the main menu, including working hours. In this area, the key information should be the phone number and sign up for the newsletter.
I noticed typos and mistakes within some snippets of text on your homepage, this should never occur!

Website Usability

Here’s a short list of all the things that might affect visitors from successfully browsing through your website:

Site Load-time Needs to be Reasonable
Yours is fine.

Adequate Text-to-Background Contrast
Black on white is pretty standard and you have it.

Home-page Is Digestible In 5 Seconds
Yes!

Styles & Colors Are Consistent
Yes.

Clear Path to Company Information
Yes, I found the about section right away.

Clear Path to Contact Information
The contact info is in the footer. That’s ok but it might be better to have the contact information somewhere more visible.

Navigation Labels Are Clear & Concise
Yes.

Site Search Is Easy to Access
Yes.

URLs Are Meaningful & User-friendly
Mostly yes.

Tagline Makes Website’s Purpose Clear
Yes.

Content Usability

☛ Text and typography have to be easy and pleasant to read (they must legible).

☛ Content should be easy to understand.

☛ Content should be skimmable because web users don’t read a lot. Studies show that in a best-case scenario, we only read 28% of the text on a web page.

Shorter articles enhance readability, so much so that many popular readability measuring formulas use the length of sentences and words as factors that influence ease of reading and comprehension.
I tested your website for readability and these are the results:

What do this results mean?
The indicator bars give a visual guide for the readability of the text. Red is a low readability score. Green is easily readable.

What do this results mean?
Gunning-Fog index = is a rough measure of how many years of schooling it would take someone to understand the content. The lower the number, the more understandable the content will be to your visitors. Results over seventeen are reported as seventeen, where seventeen is considered post-graduate level.
Flesch Reading Ease = the higher the score, the easier it is to understand the document. Authors are encouraged to aim for a score of approximately 60 to 70.
Flesch-Kincaid grade level = Like the Gunning-Fog index, it is a rough measure of how many years of schooling it would take someone to understand the content. Negative results are reported as zero, and numbers over twelve are reported as twelve.

Website Speed

☛ Text and typography have to be easy and pleasant to read (they must legible).

☛ Content should be easy to understand.

☛ Content should be skimmable because web users don’t read a lot. Studies show that in a best-case scenario, we only read 28% of the text on a web page.

Shorter articles enhance readability, so much so that many popular readability measuring formulas use the length of sentences and words as factors that influence ease of reading and comprehension.
I tested your website for readability and these are the results:

What do this results mean?
The indicator bars give a visual guide for the readability of the text. Red is a low readability score. Green is easily readable.

What do this results mean?
Gunning-Fog index = is a rough measure of how many years of schooling it would take someone to understand the content. The lower the number, the more understandable the content will be to your visitors. Results over seventeen are reported as seventeen, where seventeen is considered post-graduate level.
Flesch Reading Ease = the higher the score, the easier it is to understand the document. Authors are encouraged to aim for a score of approximately 60 to 70.
Flesch-Kincaid grade level = Like the Gunning-Fog index, it is a rough measure of how many years of schooling it would take someone to understand the content. Negative results are reported as zero, and numbers over twelve are reported as twelve.

CUSTOMER EXPERIENCE (WEBSITE UX)

TODAY BUYERS ARE NON-LINEAR!

The customer’s journey to buy cameras has changed dramatically. What was once a linear and store-dependent process is now non-linear and crosses many channels.
Today’s buyer’s research products by searching online, reading blogs, checking out social media feeds and maybe or maybe not visiting a store.
In order to compete in the new landscape, a successful camera equipment e-store website will integrate today’s total customer experience.

CUSTOMERS COMMUNICATION AND FEEDBACK

Respond to emails and questions quickly and courteously. Today, most online businesses depend on good customer service for good feedback. Remember this is a business transaction and needs to be handled in a professional manner.

Use your social media channels for an immediate/interactive medium to connect with your customers.

Listen to your customer and talk about it. Offer an easy ‘submit feedback’ button on your website, then talk about any changes you make that take into account customer suggestions on your website or social media.

Social media should be employed as a direct customer service channel to quickly respond to all queries, suggestions, feedbacks and to establish long-lasting, interactive relationships with your community.

CUSTOMERS RETENTION STRATEGY

Respond to emails and questions quickly and courteously. Today, most online businesses depend on good customer service for good feedback. Remember this is a business transaction and needs to be handled in a professional manner.

Use your social media channels for an immediate/interactive medium to connect with your customers.

Listen to your customer and talk about it. Offer an easy ‘submit feedback’ button on your website, then talk about any changes you make that take into account customer suggestions on your website or social media.

Social media should be employed as a direct customer service channel to quickly respond to all queries, suggestions, feedbacks and to establish long-lasting, interactive relationships with your community.

TRUST BUILDING

SSL Certificate is not the only trust signal available. We can use different trust signals to give our customers feeling of security. For example, McAfee is one of them; websites displaying their symbol are tested and certified daily to pass the security tests which helps protect customers from identity theft, viruses, spyware and other online threats.

Camera PRO has a great way of showing this certificate on every page (in the right bottom corner):

While this looks great, I would definitely like more of the symbols in the checkout process, in the area marked below (more visible to the user, givings feeling of security:

There are other examples of trust building and more will be suggested when the project starts.

I am sure that Camera PRO has a powerful CMS (I believe it was Magento you mentioned). This is a good choice for many reasons, however, we need to see if it will be capable of giving us all the options for the more active and modern looking blog. A lot of fresh search engine traffic will come through the content on the blog and we want it to convert as much as possible (usually the conversion of this traffic is lower, but then the sheer volume kicks in).

In short, CMS should not be an issue on this website.

INTERNET MARKETING IMPLEMENTATION

SEO (SEARCH ENGINE OPTIMIZATION)

Every good SEO campaign has 3 main steps; keyword research, On Page Optimization and Off Page Optimization (popularly called link building). First two usually take 90% of our time at the beginning of the project, however, later on, it is vice versa, link building becomes a priority. For Bixter, things get more complex as we have multiple languages for the website and news section. This means a lot of process that will be managed and monitored through Editorial Calendar document and Trello.

Why Is SEO Still Crucial to Digital Marketing Success?

For important pages that we want to rank for, like the homepage and news pages, keyword research will be performed. We are using several tools to get the relevant keywords with a good volume of traffic – and creating content that is optimized can get 200% more visitors than just plain content without optimization. In Croatia, Serbia, Bosnia and Macedonia, these keywords have a solid volume and no competition other than some local magazine. This is a huge SEO opportunity for Bixter, as it can completely dominate the niche in midterm. Without content optimization and keywords, this will not be possible.

Technical Issues and Corrections

There are around 200 factors that Google is recognizing at the moment. We are checking all these factors through a separate document called “Technical SEO Audit”. Why is this important? If the technical factors are not taken care of, there is a possibility of Google penalization, where Google is completely ignoring the website and is not giving it rankings. For example, if technical factor of website speed is bad (website is extremely slow), or if search engines are blocked through robots.txt file, this can lower the visitors to 0. Bixter is a multi-language website and these technical factors need to be 100% optimized for all the languages.

The timeline itself will be set in the Gantt Chart, however, it should be noted that technical SEO Audit takes a couple of days and is crucial to our SEO efforts.

Keyword Research

Neevee uses several keyword research tools which are considered to be the best on the market. Ahrefs is showing us what the organic traffic of the competition is, what keywords they themselves are ranking for, how many backlinks each page has and more. SEMRush is showing us what competitors are ranking for, keyword gap, and what certain pages of the competition websites rank for. It also has the most precise traffic volume prediction on the market. KWFinder is a classic keyword research tool. We use it to get more keyword suggestions, as it is connected to Google Adwords keyword tool.

All these tools have different PROS and CONS and this is exactly why combination of them is the best way to go.

Rankings – Are These Still Important?

SEO Audit

SEO will be done in a separate document. This will ensure that we have no technical issues with it and that we are 100% index friendly for Google and other search engines. This technical data should be handed to the developer of the website or some other person responsible for the website coding.

 

Titles, Descriptions, alt texts and H1

Along with unique product descriptions, we also need unique metadata. Most of the pages will have generated Title in the following order: Product Name | Branding Keyword

 

 

 

 

Meta Descriptions will again have to be done manually, the best time for that is to create them when Product Descriptions are made – since the content will be very similar (but will contain keyword inside it).

H1 tags should contain the main keyword, and sometimes it can be descriptive to make it more diverse (and to avoid overoptimization).

Alt texts should be just like H1, descriptive but contain the keyword inside.

 

 

URL Structure

URLs should be clean with no excessive parameters, all in following order bixter.work/language/page-name Only dashes are to be used when creating new URLs with multiple words. The URL structure needs to be standardized and used for any new piece of content added to the website. Here is a sample of one of our page, that is written well in terms of URL SEO.

 

Technical details and Indexing

 

Robots.txt, sitemap, HTML, pagination format, microdata markup, and schema.org also need to be optimized in the first phase. Robots.txt is a file showing search engines what is visible on the website and what is not. Sitemap is the xml list of all the pages on the website that we want Google to consider. Whenever we publish a new post on the website (for example, news post), we also publish it to Webmaster Tools, so the Google can find the article faster and give it rankings inside weeks, not months.

 

Interlinking

 

Interlinking is when you connect two Bixter web pages with a link. Links in general are number one SEO factor because Google sees them as votes that a certain page is worth indexing and ranking in Google results. It also tells Google what page is about because links towards the have have descriptive anchor text. For example if we have an URL in About Us page linking towards our Services page and the anchor text is “employee CV services”, then Google will better understand what the page is all about. Right now you can see that there aren’t any internal links in the About Us content shown on the image below:

 

Interlinking is a very important factor in SEO and should be taken seriously. Many old-school SEO experts ignore that fact and work only on getting off page backlinks while getting the link from inside our own website can be just as effective in certain cases.

 

Backlinks and Their Role in Modern SEO

Backlinks are the backbone of any SEO campaign. This is why the strong and popular brands with thousands of good quality links get hundreds of thousands of visitors on monthly basis. They are linked from other sites as a good source of information. In the perfect world, Bixter would get these links naturally from the other sites – but when brand is new – you need to do the content promotion and manually try to build links in order to get the traction.

What is the situation at the moment? This screenshot can replace thousands of words:

 

At Neevee, we use a couple of backlinking methods that have brought us great results in the past. We will briefly explain how each one is done. This is important because it will be a big chunk of our time and energy invested into this part of marketing.

 

Guest Posting Method

Guest posting is when we create the content for another website in exchange for a link. It is the easiest, most effective and best way to get high quality backlinks pointing from other websites. The process is the following: We do the prospecting, finding 100+ websites that are relevant to our niche, we contact them via email saying that we are interested in writing a guest post for them in exchange for a backlink – this is cold email, completely custom made, then for the ones that say yes, we agree on the topic, write the content and help them get it published. Majority of the backlinks will point towards our homepage, but in some cases they will point to the other pages as well.

 

Content Promotion Method

In this method we don’t provide any content for the website we are contacting. However, we believe that we have made something very unique on our own news/blog page, either epic article which covers a topic better than anyone before, or infographic showing some data or topic in a visual way. Then we contact other websites through email or social media, informing them about the created content and why we think it would be great content to share with their visitors. This method is less table than Guest Posting, but can end up being viral and getting a lot more backlinks.

Skyscraper Method

 Skyscraper is a bit different method – because even though we are still creating an epic article like in “Content Promotion Method”, we also

Moving Man Method

ONLINE PR

In my personal experience, plenty of people are still unfamiliar with what exactly Online PR is and what activities it implies.

The official definition states that Online PR is “maximising favorable mentions of your company, brands, products or websites on third party sites”, indicating that current Online PR objectives are more outreach and engagement-based rather than involving identifying, listening to and understanding stakeholders.

I say that Online PR is the best tool you have in marketing today to get your brand’s name out there and engage in long-term relationships with current and future customers.

These days almost every company/business/service has a presence online; what distinguishes them is how successfully they engage with their potential online customers and how well they turn online conversations into calls to action and conversions, basically, how good their online PR campaign is.

What is Online PR and Why Do It?

The basis of good internet PR is a comprehensive web content strategy based on:
☛ keyword research
☛ listening to your target communities’ online conversations
☛ active engagement in specific conversations addressing products/services in your market niche
☛ understanding what your potential customers have been surfing online to find
☛ communicating how you can satisfy your target segments’ needs through a set of online platforms, networks, media

Online PR includes the following marketing activities:
 Market influencers outreach (online media/bloggers)
 Social media marketing (direct engagement with consumers, user-generated content, creation of brand advocates)
 Targeted content creation (both on-site and off-site)

Benefits of Carrying Out Successful PR Campaign

Many of the benefits Online PR delivers to a brand are to be aligned with SEO benefits. In fact, online PR does employ some of the core SEO techniques such as keywords research to include them in all generated content or backlinking from PR ranked websites.

So the main benefits of having and implementing a good Online PR plan are:
 Traffic to your website
 Rankings in search engine results
 Enhancement of website authority
 Greater visibility of social media content
 Brand awareness on social networks
 Increase in online, social, and industry media coverage
 Inbound links to your website

Furthermore:
 Improved customer relations
 Creation of platforms to communicate information and/or brand’ s market insights
 Positioning the brand as an authoritative voice

What’s the Difference Between SEO and Online PR?

For many years the worlds of public relations (PR) and search engine optimisation (SEO) have existed separately, providing companies with their benefits in a very disparate manner. However, the time has arrived for the two strands to work together in order to offer the best possible online result, particularly in light of the changes brought in by Google Penguin.

This is where SEO PR comes in. It focuses on the ‘credible’, places for brands to be seen online, and the ‘genuine’, organic activity such positive online conversations about the company.

The advent of Penguin was part of a shift in the emphasis of the search engine. Now earned links, which are backlinks to your website from trusted sources like national newspapers and online conversations about the company or brand, are valued most highly. Subsequently, pages benefitting from these associations now rank much higher in search results than previously.

Content is very definitely king and through the use of SEO PR techniques, we can identify whether particular content is working and engaging the end user.

Integration across platforms is key. This is achieved by using what is learned over time to create content that online users want to engage with. Generating this activity across social media and the wider web, on comment sections of online publications, for example, drives brand presence.

In addition to improving search results, SEO PR can also benefit a brands’ online reputation by engaging with users. The ease with which online content can be shared via social media now means that users have a real voice.

As for the difference between SEO and PR people, SEO people don’t generate quality content. The easiest way to understand the difference between SEO and Online PR is to think of Online PR as the creative head (development of quality content, management and online communication with consumers) and SEO as the executing body (on-page optimisation of content, keyword research and off page optimisation of content). SEO and Online PR should always be executed parallelly for best results in reaching final goals as they go hand in hand with their tactics.

How Do You Create an Online PR Campaign?

There are many ways to structure a PR campaign depending on:
☛ the kind of brand we’re talking about
☛ the online marketplace in question
☛ the market segments you are targeting with calls to action and online efforts

The following steps help you build online PR campaigns from scratch:
Campaign goals and tracking. What are we trying to achieve with the campaign and how will we know when we achieve it?  Target audience, customer insight, and targeting. Who are we trying to reach and influence?
Key campaign messages and offers. How are we trying to position the brand, the products or its services online? Creation of online brand identity.
Strategy or strategies. How will I reach and engage my target audience?
Online media mix selection. What media do I think will be right to convey my messages?
Media schedule and campaign integration. What is the sequence of deploying online media and what are the waves of message/offer during the campaign?
Social media schedule and campaign integration. In what way will social media be used to achieve the final campaign goals?  Monitoring, analysis, report. What has been achieved so far and how is the online media/social media/customer information is used to re-target and re-engage consumers?

You might ask yourself what about time frames and budgets:
a) Setting a time frame for all activities
b) Create a budgeting plan.

Not in this case, if Search Engine Marketing is not requested, online PR does not need any budgeting if you leave out what you pay to have a person doing your online PR.

Online Media Tools: Social Media Marketing

A surprising proportion of social media users are media – formal press, and informal press which includes bloggers and informal commentators. Social media is becoming yet another influencer channel not to be ignored in any communications plan. In the simplest sense, brands are no longer in complete control of their products, brands, and messages, the consumer now has a lot of control.

Today consumers are largely influenced by their networks of influencers (bloggers, friends, media outlets on social media etc.)
The social media marketing model is simple:
☛ find the influencers in your market niche
☛ get them to talk about your brand and promote you
☛ get them to give you backlinks if possible
☛ get them to share your content on social media
☛ track mentions, likes, user-generated content,
☛ traffic referrals from social media and backlinks
☛ report and adjust your strategy accordingly

The key step is to identify and understand who the key influencers might be in a specific market niche.

For example, I did a little research and found some bloggers online.Keep in mind that you need to concentrate on online influencers who do have loyal followers but take it to a more personal level when engaging with their online community. All these bloggers are on social media too. Reach out to them, follow them, start discussions or get into a conversation they have created on Twitter or Facebook. The key is for their followers, which are also your target segments, to notice you and follow you back.

These bloggers might also help you spread the word about your website to their community, and that’s the final goal, isn’t it?

http://blog.jholko.com/

Create Brand Advocates, They’re Winners!

Highly-satisfied customers are a secret marketing weapon for companies, whether they are retailers, manufacturers or in the service industry. Play it right and these brand advocates will create high-quality content for you in a variety of ways, without being paid.

Find your advocates. A simple and effective way to identify your advocates is to ask them the ultimate question for customer loyalty: (On a scale of 0-10), “How likely are you to recommend us to your friends or colleagues?” Customers who answer 9 or 10 are considered advocates. You should be asking this question across customer touch points; via social channels such as Facebook, Twitter, LinkedIn, online communities; digital channels like your website, corporate blogs, email, customer management portals, support channels; and even via mobile devices.

Turn advocates into content creating machines. Forget incentives or perks. Brand advocates recommend their favorite products because they’ve had a fantastic experience and want to help others. The key is to make it easy for advocates to generate content by giving them online tools to create the following:
 Highly positive reviews that will increase ratings, combat negative word of mouth, and improve SEO
 Glowing stories and testimonials that will boost awareness and brand reputation
 Answers to prospects’ questions that will increase sales conversion rates
 Tweets, Facebook posts, and comments that will drive positive word of mouth for your brand
 Videos, photos, and other multimedia content to boost engagement

Track results. Tracking allows you to measure and improve results. Here are a few things you should track:
Profiles of advocates who are creating content. Who are these content creators? What are their names and email addresses? What companies do they work for? What are their job titles? The more you know about these valuable customers, the better.
Activities of advocate content creators. You should be able to track how much content advocates are creating; the type of content (for example, reviews, stories, and answers); and when and where they’re sharing it.
Results of advocate content sharing. It’s important to track how many people in advocates’ social networks are viewing advocate-created content and how many are taking the next step, whether that’s signing up for your newsletter, clicking through to learn more about the recommended product, or buying.

Create Relevant and Potentially Viral Content

All of us have witnessed the phenomenon of the viral video first hand.

But the video is not the only kind of content that can go viral; there have been many blog posts, forum comments, infographics and images that have traveled virally too.

Every marketer understands the potential that exists on the internet, but creating content that travels virally is no easy feat; it depends on a large number of humans having a related emotional reaction to your content.

Predicting what content will go viral is tough to achieve – there are many pieces of great content that have gone viral and plenty that has gone nowhere. That’s why the most important thing is to always create relevant content that will appeal to your target segments. If it goes viral or not, is secondary.

Materials such as infographics, great pictures, great videos, great stories are your tools to reach out to a few, and maybe reach many many more.

Example of how to create a good story: do you have customers you personally know who would submit their photography artwork to a competition such as the Australian Geographic’s one? This would be a great story to feature along with the camera your customer uses.

Examples of good infographics:

The Rules of Engagement On Social Media

In this economy, TV ads are far from affordable; social media, however, gives companies the same sort of reach and targeted audience, in addition to a chance to watch and carefully measure their ROI and true reach.

The best way to handle social media is not to only focus on products. Camera brand accounts as an example, why would I, as a Facebook user, like a brand page if it doesn’t provide me with interesting content other than information about their products? The key here is to focus also on the lifestyle around it, by tweeting and posting design-related article, inspirations, and tips.

Also, now that Twitter, Facebook, LinkedIn, Google+ and online comment boxes are so readily accessible from all devices, user feedback is generated quickly and in considerable numbers.

Listening to this feedback and making sensible changes in line with it is crucial to maintaining the long-term relationship between a brand and potential advocates. Far too often though, we are seeing companies displaying apathy towards this vital information source. In doing so the chance to connect with advocates that would do much to spread the word about the online presence of the brand is lost and this is an opportunity that can no longer be ignored.

In order to think social, you need to act personally. Incorporating this thinking into your program will yield you a chance for success. Miss on this thinking and you are certain to fail. It’s as simple as that. The flaw comes with outdated thinking about how businesses should interact with their target audience as the expectations of consumers have fundamentally changed.

THE TARGET AUDIENCE NO LONGER EXPECTS TO BE ”MESSAGED TO”.
THEY EXPECT TO BE PART OF AN ACTIVE DISCUSSION.

If you set up your social program correctly, you will be able to reach a broader audience than ever and will have the opportunity to engage them into talking and listening to you by following a few simple steps.

Talk To a Few But Reach Many

The rush to scale is where most groups fail. Once you have established how to converse with your audience like they are people, you can begin to scale those interactions.

Create open, engaging dialogue with a few and you will open your doors to exponential others who take note of not only what you say, but how you say it.

To create active conversations on social media, it’s not enough to ask them ”What’s up?” or just talk about what YOU find interesting.

USE EMOTIONS TO REACH YOUR AUDIENCE

You need to:
☛ Engage in their everyday lives and activities
☛ Give them useful information they can learn something from
☛ Make them laugh, think, sympathize with you, share content for a cause
☛ Tell them what you are up to, get personal, share your experiences

Share Great Content

As stated in the introduction to social media marketing, you need to share good content through your social media to engage people. That’s all there is to it.

Content doesn’t spread on the web because of its inherent qualities. We choose to share content because of its value within a network.

Without good content to share, not even your brand advocates will be able to do much for you and your community.

About Facebook, Twitter, Youtube, Instagram and Pinterest

Let’s take a closer look at how to approach the proposed social media platforms and use them to your advantage.

Of all the social media sites the best place for a small business to get started is the one that houses the largest group of potential customers: Facebook.

However, it is not the number of users that makes Facebook the king of social media – it is the heavy user engagement that makes it remarkable. According to Facebook statistics, 50% of active users log in every day and the average user interacts with 130 friends and is connected to 80 community pages, groups, and events.

WHY FACEBOOK: HIGHEST USER ENGAGEMENT THAN ANY OTHER SOCIAL MEDIA PLATFORM

Pages are the best choice for e-businesses wishing to engage with their audience and promote services due to features such as:
tracking — of demographics and onsite user engagement
applications — that enhance the user experience
updates — where notifications go straight to fans’ Facebook inboxes
☛ simple customization such as bringing visitors to a ‘homepage’ not a wall
☛ the benefit of search engine optimization — because your Facebook page content is indexed by the search engines

Facebook rules of engagement:
Don’t blast your fans with multiple posts a day. Interaction on Facebook is different to other well known social sites like Twitter: Tweets happen fast and are momentary, Facebook posts remain on streams for longer.

Mix up the type of wall posts and content offerings so the page is not the pure promotion or channeled to talk about only what you do, but a well balanced ”conversation station”.

1. Post info on the page and invite others to participate
2. Post special promotions like coupons, competitions or perks that are only available on your page to grow your community
3. Use your Facebook page to tie in videos of your products or services or other entertaining content to connect with your followers
4. Let fans post to your wall, upload their photos or video and take ownership of a small piece of your online page (moderate though)
5. Your e-business page can also “like” other business pages, do that (ex.: like the businesses pages of the product brands you put up for sale)
6. Champion your most loyal fans: thank them, reward them for their engagement with you

 

Twitter users are hungry for new ideas, opportunities, information, services, and products. If your business is not part of this exchange, you’re leaving two huge opportunities untouched:
☛ growing your business
☛ improving it by taking notes on the feedback you got

The Twitter community values interaction with real people. If the only thing you’re adding to the conversation is a push to visit your website, you aren’t going to have a strong and valuable reputation on Twitter. Some people will still follow you and click your links, but you’ll be leaving several unique opportunities on the table, untouched!

Twitter rules of engagement:
Follow the right people
On Twitter, quality outweighs quantity. It’s best to follow and be followed by interesting, influential, and useful people.

Find connectors
Look for active Twitter users who post frequently (at least a few times per week) about your field of business. Try to develop a relationship with these people, and be as valuable to them as they are to you. They will help you increase your brand’s reputation and visibility.

Keep your followers lists clean!
You will get a lot of spammers following you, block them or delete them, just make sure they’ are not visible to others.

Use Twitter search
Search for your business name and terms related to your field of work often, and when you see the same names and faces turn up on the results day after day, follow them.

Use hashtags #
Use hashtags to grow the visibility of your posts and to let people find you and take note of your brand when they search for specific hashtags.

Have a sense of humor when Tweeting
No one likes a drone. When people are free to cultivate their own voice and speak freely in 140character messages, alike humor is going to come through, and your customers will appreciate it.

Twitter to Facebook and vice versa
Don’t forget to let know your FB community that you’re on Twitter and your Twitter community that you’re on Facebook. Or on Pinterest. Or Instagram! It is important to create links from one social network to another.

 

Pinterest combines two of the most compelling elements of social media: visual content and sharing who you are. Oh, and everything looks really pretty. The audience on Pinterest is different from the major social networks because most people use it to find inspiration, whether they are hosting a party, getting married, remodeling their bathroom, or looking for a recipe for dinner. In other words, many are using Pinterest to help guide their buying decisions. If a user finds something they like on Pinterest, there is a good chance they will at least click the source link and, at most, make a purchase.

Like many Social Media platforms today, Pinterest offers ways to show followers on Facebook and Twitter for example, what you’ve posted. Take advantage of this capability to connect your story across platforms and maximize your influence.

Just as Pinterest, Instagram was essentially destined for success. Since its inception, digital communication has been trending toward being easier, quicker, and more visual. Instagram owns these in spades. Add to that the ability to share your photos, plus the vintage-looking filters and square shape, and you’ve got an undeniable success. Especially after making the app available on the Android.

Instagram is popular, free, and backed by one of the biggest companies in the world. Its connection to Facebook means that photos shared on Instagram can instantly be shared on users’ Facebook walls at the same time, exponentially increasing each photo’s exposure.

YouTube and Vimeo are an interesting marketing tool to varying degrees: a search engine, a hosting service, an advertising platform, a social network, and a community site.

Yet, it’s identity from a user perspective is that it’s much less convoluted. The main reason people go to YouTube: to find and watch videos on the internet.

In order to get benefit from having a presence YouTube, your strategy needs to harness the nature of user intent. This means you either need to serve user intent by creating content that will inform, instruct, or entertain; or support user intent by creating ads which can be served as preroll content to users watching videos relevant to your business. The primary value your business can gain from investing in such content is brand awareness.

Every company has something to be gained from building their brand, notoriety, and reputation. YouTube can be a fantastic channel to help achieve that goal, but only if you have a great idea for content that a specific user group will genuinely value.

If you’re doing paid search, YouTube can be valuable addition to an integrated campaign; if you’re doing PR, YouTube can help you get to the top of the pile on a journalist’s desk; and if you’re engaging with users through social media, YouTube can help to boost the engagements with your posts and campaigns.

Your Social Media

FACEBOOK

THE GOOD:

THE BAD:
You have a lot of followers and likes but little engagement from users.

 

TWITTER

THE GOOD:

THE BAD: If you’re not going to update a social media account, it’s better to get rid of it. Inactivity on social media equals bad customer service/external relations…

 

NO PINTEREST

Example of good camera-related Pinterest content

 

NO INSTAGRAM
Example of good camera-related Instagram content

 

NO G+
Example of good camera-related G+ content

Analytics and Tools

Test, track and tweak – these three Ts will help you develop winning marketing campaigns with possibly predictable response rates. Keep a database of customers and respondents, and evaluate recognizable trends so you can customize your offers. This is just another form of knowing your customers, but from an analytical perspective, it allows you to make intelligent business decisions based on proven statistics.

Social Media Analytics

1. Facebook
SocialDon
– free

There’s unlimited scope to the pages you can analyze. All that is needed is the page name and its unique URL for SocialDon to start searching and gathering analytics (however, this can take a long time). One can then compare data from multiple pages – it may be that you are scoping out business rivals or just soothing curiosity. All the information is set out very neatly and across a variety of graphs and charts for ease of consumption.

All Facebook Stats
– free to 400 dollars a month
With the free edition, you can follow three pages, a group, and a page

Facebook Grader
– free
It works much like Klout, it provides a rank and gives your page context amongst the hundreds of thousands of Facebook pages in its database. Simply type in your URL to find out where you stand.

2. Twitter

Twitsprout
– free to 100 dollars a month
A clear and concise display takes in all your Twitter account data and presents the most important facts on the one page.

TweetStats
– free
If you want to find out basic stats about your account like tweet density and tweets per month, Tweetstats helps you do that.
You can use it to monitor other Twitter accounts as well so you can keep up with the competition

Twitter Counter
– free
Anything you can think of can be tracked and the site offers a wide range of widgets and buttons that people can add to their blog.

Content Optimization

Content marketing is making a trend, proving its power as a very effective marketing tool that can tremendously grow a brand’s community of loyal users, as mentioned in the previous sections.

When optimizing content there are always 3 basic questions to be asked:
→ Are there relevant keywords to use?
→ Should you include links to other content?
→ What should the title, description, and heading say?

By researching and using prominent primary/secondary keywords, linking content to social media, pushing it to 3rd party websites (ex. blogs), and by carefully tailoring title, description, heading and first paragraph content should be considered as a real traffic booster and target audience engagement medium.

Mobile Strategy

Mobile websites are those specifically designed to be seen on mobile devices. Nowadays people do more and more things from their mobile devices, such as shopping and product research, but what kind of mobile website do they prefer to visit? What exactly do smartphone owners expect from a mobile website?

In fact, according to one of Google’s latest surveys, 72% of mobile users talk of the importance of mobile-friendly websites, but 96% have visited a site that doesn’t work well on their phone. Obviously, most of these people (75%) said they are more likely to revisit a mobile-friendly site.

The importance of mobile-adapted websites is even more obvious when we bear in mind that 61% will directly leave a site if it’s not adapted to their devices and in the case of 55% of these people this will even affect their opinion of the brand overall.

What consumers really want is site speed, mobile-friendly buttons, being able to access business contact information quickly, limited scrolling and pinching (if any), links to the brand’s Facebook, Twitter…

They want to be able to access the information easily (with only one or two clicks), to find an easy-to-use search bar, and a site that fits the small screen.

Creating a whole, mobile-friendly website from scratch is the best option, as all content in your website will be optimized for mobile search, and you won’t have the problems that can come from adopting a standard website. Also, research indicates that within the next few years more users will be viewing websites via mobile devices than via any other means.

The importance of having a website that is configured for mobile browsers cannot be overemphasized; with the number of people using a mobile phone to search for information or purchase products is increasing at an incredible rate.

So what’s a brand to do? Google asked consumers what actions they want to take on mobile sites, and the good news is, all four of the top actions are lower-funnel. 76% percent of consumers said they want to be able to find a company’s location or operating hours. 61% said they’d like to click a button to call a company, and 54% would like the ability to send an email. And while the user may be visiting a brand’s mobile site, 53% said they’d like to be able to download its mobile app from the site.

By examining your data on traffic you can see how many visitors are accessing your site from mobile devices. Once you’ve done that, you can think about how/if important is for Camera Pro to develop a mobile-friendly website at some point.

So it’s no secret that consumers can now shop anywhere, anytime on their tablets and smartphones, as internet connectivity is no longer limited to desktops in the home or workplace. Retail in Australia is changing, and fast, with Nielsen predicting there will be 64% personal ownership of smartphones and 39% household ownership of tablets by the end of 2013.

And guess what, what country leads the world in mobile commerce rankings? Australia, apparently, with 47% of online shoppers doing so on mobile.

SEARCH ENGINE MARKETING (ADWORDS)

SEO and Quality Score

Google Adwords is extremely connected to the SEO. The reason being is that a well-optimized page will get lower CPC, higher Quality Score, which are essential to the successful Adwords campaign.

Keyword Research

To do the proper keyword research, Google Adwords Keyword tool is not enough. We also use Market Samurai to get the better overview of the keywords cost. Keywords from competitors should also be analyzed and see which of them are effective and which are not.

Competition Analysis

With the tools like Keywordspy and Spyfu, we can easily scrape all the keywords our competitors are paying for. We can also read all the ads for those keywords and historical data (how many clicks they received and what was the cost per click for each period). Much more data is available on these great tools and we should use them to the maximum.

Campaign Building

This is the next step. The key is not just to put as many keywords in the campaign and leave it like a mess. The key is to structure the campaign in different keyword groups: Transaction keywords, branding keywords, informational keywords etc…Each group would then have additional subgroups. This way we can easily see what is cost effective and what is not. Managing keywords is also easier if we do it in this manner.

Testing and Optimization

The most important step is testing and optimization of the campaign. That means leaving out the keywords that are not converting, adding new keywords, retesting the ones that are profitable and so on. Every decision here needs to be backed up by numbers and data. We shouldn’t rely on feeling or guesswork.

EMAIL MARKETING

Opt-in

There is one old saying that is still very powerful in the online marketing world: “Money is on the list”. Having a newsletter system with the opt-in option is a great way to have another channel of communication with customers (although this is a 1-way communication). There is still a great number of people who rather use emails than social media. Aweber is a good example of a software used for managing Opt-ins. Not sure which one Camera Pro is using at the moment, but it will definitely be a subject of discussion if we start working on the project together.

Placement and structure

The opt-in box should be placed in the visible area, but since we are focusing on social media, it can not be placed at the expense of social media buttons. One suggestion is to have a floating bar with all these options and little mail icon where users could sign up for the newsletter. Another option is to put it somewhere near the bottom of the page (this might, however, not be visible to most of the users) as it is the case now.

Buying Leads

Another option is to but email list that is in our niche. This can, in my experience, work really well if the list is targeted. The method is not really getting the list and spamming people to death. The method is more about the person who already has them on the list, emails them with the offer to subscribe to your own list. You usually pay for each new subscription made which is also great (makes sure you actually pay for what you get).

Messages

Although it may not seem so at first, writing a message for an email campaign is quite hard. It needs to be structured well, with the very catchy title. It should involve the reader to go through it and in the end, call them to action. The more personal approach works best in most cases. This should be covered and written by Ana. The emails should also be optimized for the software like Litmus, and make sure that they are readable on different platforms/browsers.

Tracking and Segmentation

Every email campaign can be tracked, if not with a software, then with a simple URL shortener (very good one to use is the one from Clicky – a lot of data can be extracted that way). Of course, tracking conversion is the most important part, it can also be set up with either Clicky or Prosper202.

CONVERSION RATE OPTIMIZATION

User Behavior

InspectLet can give us a great insight into what our users are doing on the website. Heatmaps, click tracking, confetti and ultimately screen captures will show us what the users are looking for, what do they have problems with when searching for certain info, how many of them leave the site in the middle of the paying process etc. This is the single most important tool that can improve our conversions.

Click on the image to go to the video which clearly demonstrates the power of this software:

Heat Maps

We can either use heat maps from InspectLet or Crazy Egg. They are both great and give us great insight on what is popular on each page, what users are clicking and where they are moving their mouse.

This will give us a great idea of what is working and what is not working in the conversion funnel. Actually, I believe that this data, together with InspectLet captures can give us a better insight of where our website problem is that by looking at the Google Analytics funnels.

A/B Split Testing and Multivariate Testing

A/B Split testing consists of 4 phases:

1. Monitoring user behavior and analytics data.
2. Creating two or more versions of the target pages with the implementation of the changes suggested in the 1st phase.
3. Implementing better version after 4-8 weeks of data collecting.
4. Moving back to step 1, this whole process is a loop and should never stop, as there is always space for improvement (the good example is Amazon which is continuously optimized since its beginning).

Multivariate testing is similar to A/B split testing, however, it covers tests of multiple elements at the same time.

The best software for doing these tests is Visual Website Optimizer (http://visualwebsiteoptimizer.com/). It allows you to change the elements without a developer, HTML or CSS knowledge, and without making any real change to website files. We should definitely use it for this process.

ANALYTICS AND REPORTING

Google Analytics

Apart from it being used for CRO purposes, we will use analytics to track our traffic improvement, structure, source analysis, where our users are coming from, how popular mobile surfing is, what the keywords we are tracking for are and many other useful data. Quick reports will be made on a weekly basis or bi-weekly basis (on Sunday), while monthly reports are going to be more detailed and will be prepared in the beginning of the month for the previous one.

As I have noticed that you have a great interest in Analytics, we will put a bigger emphasis on this. KPIs will be determined and used when monitoring our progress and success.

Clicky

Although Google Analytics can give us all information we need, Clicky is a strong alternative that can be used together with the GA. It is inexpensive, and can show us the data for each user, will not cut the data because of the server usage, and historical data will be there forever, unlike GA that deletes the old data. Clicky has some other services like integrated URL shortener with data tracking – very very useful for some campaigns that we want to track.  Example of advanced clicky „spy“ option (tracking user by user):

Raven Tools

This tool will give us insight into rankings, will make social media managing easier, can provide us with backlink info (although MajesticSEO us way stronger for this), can give us more info on our keywords etc…it is a great all in one SEO tool which we should use to our benefit. However, it is not essential and can be skipped, but I still wanted to list it here as an option.

Sheer SEO

Every keyword that we are trying to rank for should be added to the SheerSEO. Updates are made on weekly basis. SheerSEO also has some other useful options for helping out in SEO efforts.

On the following image we can see what the rankings monitoring looks like, plus on the left bar you can see some other great options that the tool has:

BUDGETING AND GANTT CHART

Team Costs

I am still not familiar with who is working on the website at the moment. We definitely need a writer for backlinking content which will be used to make Web2.0 properties and maybe even in guest posts (if the quality is solid). We already discussed this in our previous message and we will continue from there. What I am definitely sure of is that we need a backlink and a tier 2 writer for our SEO efforts (together with Ana and me).

Software Costs

There are some tools needed, however, the cost is quite low and shouldn’t be an issue. Most of the tools will be covered by Internet Marketing Manager free of cost (MajesticSEO, Market Samurai, Scrapebox etc.), however there some that will need to be bought by a website owner (Basecamp, SheerSEO, Clicky etc).

Gantt Chart

The Gantt Chart represents everything that we need to do and exactly WHEN we need to do it. Plans change and sometimes there will be delays, but it is important to stick with it and give the maximum possible. Gantt chart will be provided in the separate file after some other issues are discussed first.