Crunch online inbound_marketingproposal

Jennifer L. Pricci 330 Shore Drive Unit F6 Highlands NJ 07732 646.246.5176 [email protected] www.jenniferpricci.com

presented by:

Jennifer L. Pricci646.246.5176

[email protected]

Website Analysis

mailto:[email protected]

http://www.jenniferpricci.com/



presented by:

Jennifer L. Pricci646.246.5176

[email protected]

Website Analysis

Performing a complete website review is rarely easy. I've found that you can start a site analysis intending to spend just a few minutes looking over it only to find that it quickly spirals into a multi-hour marathon of research. Complete website reviews can be time consuming and often produce many more hours of work beyond that.One of the problems is that people tend want to skip right to search engine optimization forgetting that users matter. Many people want to rush into the marketing without realizing that the website itself is part of the marketing process. You don't have to have a perfectly usable site in order to rank well in search engines, but it is increasingly difficult to rank a site without a strong usability focus. Let’s do a quick usability scan…

Analyzing Usability




http://www.searchengineguide.com/stoney-degeyter/when-is-usability-more-important-than-se.php


• Website DesignCrunch.com is user-friendly and the overall design is clean. There is a lot of valuable content on Crunch.com which makes overcoming the challenge of clutter difficult. Crunch.com successfully does this.However, because there is so much good content some of it has become buried by multi-tiered navigation. The goals of this website should be clearly defined and the online tools which accomplish these goals should be highlighted.

• Website navigationSite wide navigation, including top, bottom and side navigation, is user-friendly and allows visitors to find what they are looking for. To increase readability I recommend increasing point size where possible.

• ContentThe content of your website is your #1 sales tool. Content weighs heavily both in terms of how users interact with your website as well as how visitors are able to determine what you offer and what each page of your website is about. The site is clearly written for visitors and provides detailed information about what the Crunch membership experience is.

Key Observations




• Home PageYour home page is the single most crucial page of your site. It is essentially your store front. Your home page should identify your site and direct your visitors to the most important information, the information they are most likely coming to your site for. The site can benefit from a bit more focus driving users more readily to conversion areas. In addition the Crunch NO JUDGEMENTS motto should somehow be incorporated.

• About Us PageVisitors that find their way to your About Us page tend to have a higher conversion rate than those that don‘t.

The About Us page is buried in the footer navigation. The site could benefit bringing About Us into the top nav bar. This is particularly important to drive the NO JUDGEMENTS brand positioning.

• Contact Us PageThe Contact Us page could be considered the absolutely most important page on your site. Even if the rest of your site succeeds in the goals, if visitors fail to find the information they need to contact you then you will bring their experience to a screeching halt.

Key Observations continued




Where Crunch.com successfully incorporates a highly visible locations map on the homepage as well as several links to contact information, there is no Contact Us nav item which is best practices and something users expect.

I recommend including a Contact Us nav item that links to http://www.crunch.com/Locations.aspx

•FAQs PageBuilding a FAQs page enhances your visitor's experience, giving them much needed information and possibly saving them a phone call. Keep these pages focused on providing information that isn't available anywhere else and make sure they are easy to find and easy to read.

•Site MapsSite maps provide a dual purpose: They provide search engine spiders easy access to all of your site pages and they provide site visitors easy access to all of your site pages. Incorporate a site map that is current and easy to find.

•Audience EngagementCustomer engagement goes beyond just getting the customer's attention, you must keep their attention. This can be done by providing your visitors near immediate gratification. Use of flash, video and blogs is excellent

Key Observations continued



http://www.crunch.com/Locations.aspx




Website marketing recognizes that the greatest likelihood of selling your products/services exists with a targeted, well-qualified, motivated buyer. Your website offers the most cost effective, direct route to a qualified lead/sales opportunity. However, the Internet is a very fluid landscape on which to build your marketing. On a very regular basis, search engines, directories, and linking partnerships are consolidated, change their method of inclusion or disappear entirely. Let’s explore marketing efficacy…

Analyzing Marketing Efficacy




Get Found

• Begin optimizing for better keywords to drive more qualified traffic to Crunch.com

• Find and join the web conversations related to Crunch and Fitness

Convert

• Turn Crunch.com traffic into qualified leads for sales

• Cultivate qualified leads with warming strategies over time

Analyze

• Track the progress of your efforts

• Compare Crunch progress against how competitors are doing

Marketing Goals




Get FoundGet FoundMaking it easy for the best prospects to find Crunch online




Getting found is all about creating, optimizing and promoting remarkable content.Why do it?

• So that Crunch shows up when prospects search for products or services like yours via Google, Bing, Social Media or other channels.

• Whether someone searches for a service, advice or even entertainment, these tools will help put Crunch, Crunch Team Members and the Crunch Brand front and center in the results of their online research.

Let’s Get Found!

The Crunch Get Found ChecklistKeyword ResearchBloggingSocial MediaOn-page SEO




• Identify keywords that are easier to rank for and highly related Crunch

• Avoid keywords that are difficult to rank for or are unrelated to Crunch

• Track your progress for your favorite keywords

Keyword Research




Exploring Crunch Keywords

When performing Keyword Research, explore these metrics…• Relevance A subjective metric based on all keywords identified and how they

relate to Crunch.com efforts• Monthly Searches Number of times each month the keyword/keyword phrase is

searched for in major Search Engines; Google, Yahoo, MSN and Bing• Difficulty Based on monthly searches and competitor activity, how difficult it

would be for Crunch.com to significantly increase SER for the specified keyword/keyword phrase

• Visits Use analytics to determine how many visits each month the keyword/keyword phrase drive to Crunch.com

• Crunch Rank Current SER for specified keyword/keyword phrase • Cost Per Click Informs PPC strategy• Rank Change Monitor Crunch Get Found strategy by watching your changes in

SER• Previous Rank Date Similar to Rank Change; informs progress monitoring.

Useful for assessing efficacy of complementary marketing initiatives




How relevant are these keywords to Crunch?

Informs progress monitoring

Keywords that are easier to rank for…




Keyword Research







Crunch has effectively created blogs that speak to varied target audience interests:

– Will Exercise for Food– Group Dynamics– The Training Ground

• Create an attractive, easy-to-maintain blog for Crunch

Blog Strategy

• Integrate social media share-buttons into your blog

• Optimize your blog posts with keywords

Crunch has effectively integrated a Share Tool on each and every blog page

Recommendation:– Embeddable Tweet and Share buttons increase visibility

Recommendation:– Create optimized hyperlinks within your blog content that link to interior pages




120tweets

I’m not standing in the group fitness studio and there aren’t any pieces of fitness equipment, exotic or mundane at my feet. For a group fitness class, in my experience anyway, this is fairly novel.

What I am doing, is standing on a treadmill in the area of the gym that I always refer to as the ‘cardio area’ (I’m not sure if there’s another name for it, a better name for it, a more descriptive name for it, but it’s the place where all the machines that make you go sweat, sweat, sweat, pant, pant, pant live) and, as such, not specifically designated for group fitness. That’s okay, however, because Crunch is about taking your thinking outside of the box when it comes to working out and this is no different.

The class is Tread N’ Shred and as we prepare to get underway, our instructor has each of us mount a treadmill within a general cluster. Once everyone is aboard, we’re off, warming up at a moderate pace for a few minutes before kicking things into a higher gear. ‘Higher’ being the operative word as we move right into a climb, slowly nudging both our speed and incline ever upward. Each minute that goes by, we’re instructed to – if we can – make things steeper. Ultimately we max out at 12 (mind you we started at 2), which, Spinal Tap fan that I am, is one higher than I ever thought you could go.

With our climb over, we move into ‘side steps’, which are exactly what they sound like. We turn first to our right and, with both the incline and speed brought back down to humane levels, run in a motion that’s lateral. Which takes a little getting used to. Again, just to keep things fun, we ratchet the incline back up at 60 second intervals. We’re encouraged to use the treadmill’s rails if need be, and I find that need does be. Once we’ve worked our right sides for about five minutes we then work our left sides.

We finish the workout with sprints, which involve 15 seconds of a sort of resting pace and 45 seconds of going all out, which we’re told should be anywhere from 6 mph to 8 mph. I used to us the treadmill a lot and 6 mph was a speed I’d stay at for the bulk of my workout. It got me good and sweaty, but I was feeling ambitious. So, when it was time to spike up the speed, I went for the big 8. At first I felt Gazelle-like, however, that euphoria was short lived and, coming into the final seconds of the workout, I was absolutely spent. But in a good way.

In closing: Obviously, if you enjoy running on a treadmill, this workout is right up your alley. But, conversely, if you’ve always avoided treadmills, say because you find they don’t, inanimate as they are, engage you enough, I think you might like having an instructor there to give the workout some razzle-dazzle. And, given that this class is only thirty minutes long, it’s easy to squeeze into your day.

BEFORE




120tweets

I’m not standing in the group fitness studio and there aren’t any pieces of fitness equipment, exotic or mundane at my feet. For a group fitness class, in my experience anyway, this is fairly novel.

What I am doing, is standing on a treadmill in the area of the gym that I always refer to as the ‘cardio area’ (I’m not sure if there’s another name for it, a better name for it, a more descriptive name for it, but it’s the place where all the machines that make you go sweat, sweat, sweat, pant, pant, pant live) and, as such, not specifically designated for group fitness. That’s okay, however, because Crunch is about taking your thinking outside of the box when it comes to working out and this is no different.

The class is Tread N’ Shred and as we prepare to get underway, our instructor has each of us mount a treadmill within a general cluster. Once everyone is aboard, we’re off, warming up at a moderate pace for a few minutes before kicking things into a higher gear. ‘Higher’ being the operative word as we move right into a climb, slowly nudging both our speed and incline ever upward. Each minute that goes by, we’re instructed to – if we can – make things steeper. Ultimately we max out at 12 (mind you we started at 2), which, Spinal Tap fan that I am, is one higher than I ever thought you could go.

With our climb over, we move into ‘side steps’, which are exactly what they sound like. We turn first to our right and, with both the incline and speed brought back down to humane levels, run in a motion that’s lateral. Which takes a little getting used to. Again, just to keep things fun, we ratchet the incline back up at 60 second intervals. We’re encouraged to use the treadmill’s rails if need be, and I find that need does be. Once we’ve worked our right sides for about five minutes we then work our left sides.

We finish the workout with sprints, which involve 15 seconds of a sort of resting pace and 45 seconds of going all out, which we’re told should be anywhere from 6 mph to 8 mph. I used to us the treadmill a lot and 6 mph was a speed I’d stay at for the bulk of my workout. It got me good and sweaty, but I was feeling ambitious. So, when it was time to spike up the speed, I went for the big 8. At first I felt Gazelle-like, however, that euphoria was short lived and, coming into the final seconds of the workout, I was absolutely spent. But in a good way.

In closing: Obviously, if you enjoy running on a treadmill, this workout is right up your alley. But, conversely, if you’ve always avoided treadmills, say because you find they don’t, inanimate as they are, engage you enough, I think you might like having an instructor there to give the workout some razzle-dazzle. And, given that this class is only thirty minutes long, it’s easy to squeeze into your day.

AFTER



http://www.crunch.com/en/Classes/Fitness%20Class%20Descriptions.aspx

http://www.crunch.com/Crunch/About%20Us.aspx


Find conversations about Crunch and the Fitness, Health and Wellness industries

Social Media Strategy

Crunch has effectively created profiles on:•Facebook•Twitter•LinkedIn•Foursquare

Recommendation:•Track relevant conversation throughout the social media-sphere•Join these conversations to earn respect and create buzz•Comment on interesting articles, then post the article to Twitter or Facebook




Social Media Search

Social Mention is a social media search and analysis platform that aggregates user generated content from across the web into a single stream of information.It allows you to easily track and measure what people are saying about Crunch, Crunch services, Crunch member experience, or any topic across the web's social media landscape in real-time. Social Mention monitors 100+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.Visit www.socialmention.com to get started!




Drill down your search by sentimentExcellent for reputation managementDrill down your search by keywordExcellent for enhancing visibility surrounding topics you choose and keywords you’re targeting

Drill down by “handle”

Drill down by hashtag Designator for main topicA truly targeted metric

Drill down by forum




• Keywords in <title> tag • Keywords in URL• Keyword density in document text

NOTE: Keyword density of over 10% is suspicious and looks more like keyword stuffing, than a naturally written text.

• Keywords in anchor text• Keywords in headings (<H1>, <H2>, etc. tags)• Unique content and frequency of content change• Keyword-rich URLs and filenames • Sitemap• Site size

NOTE: Spiders love large sites, so generally the bigger, the better. However, big sites become user-unfriendly and difficult to navigate, so keep user experience in mind.

Basic On-Page SEO Checklist



Jennifer L. Pricci 330 Shore Drive Unit F6 Highlands NJ 07732 646.246.5176 [email protected] www.jenniferpricci.com Jennifer L. Pricci 330 Shore Drive Unit F6 Highlands NJ 07732 646.246.5176 [email protected] www.jenniferpricci.com

SEO is an ongoing process, it is not something you do once and ignore, rather efforts must be maintained for the life of the website. SEO rules and rank are constantly changing and the art of SEO is a fine, congenital process.Webmasters should always make sure that all website pages are optimized for the web. Here are some thought-starters for Crunch.com…

Thought Starters…Where you will always want to Rank #1 for the term Crunch.This is one of the simplest ways to increase your SER…Optimize your Page Title with other Keywords you’re targeting.Try Crunch – state-of-the-art gyms in New York, Los Angeles, Miami, San Francisco

The majority copy on this page is flash based.Confirm anchor text, headlines, bold/strong text, img alt tags, and even title tags are all included in Flash code.

Confirm <H1>:Properly coded?

Confirm:Optimized alt tag in your interactive anchor text?Add sitemap

A sitemap is the easiest way to rank for your various content.All hyperlink text is optimized and the search engines know immediate what your site is about.




ConvertConvertCrunch.com should generate the most leads of all marketing

platforms




Turning Traffic Into Leads

Converting the increased traffic that has resulted from implementing strategies that help Crunch.com Get Found will yield qualified leads for sales. But how?

• Once a visitor comes to Crunch.com, offer something of value in exchange for contact info

Then what?• Use Landing Pages to collect Lead data

Recommendation:

•Migrate Lead data into your CRM system•Engage with your qualified leads over time

– Development follow-up– Online Marketing and Lead Nurturing

i.e. eNewsletters Social Media promotions

Crunch has effectively created profiles on a Landing Page to collect Lead data

– Facility Tours– Additional value-adds

i.e. Complimentary Personal Training session “Bring a Friend for FREE”




Your offer of value

Consider blowing it out so it is the first thing site visitors notice FREE

TrialMembership




Your offer of value

Consider blowing it out so it is the first thing site visitors notice FREE

TrialMembership

Your Landing Page

Online Marketing and Lead Nurturing

Development Follow-UpFacility Tours

Additional Value-Addsi.e. Complimentary Personal Training session “Bring a Friend for FREE”

Migrate Lead Data into CRM




Keep in touch with potential customers until they are ready to become a Crunch member.

•Series of emails automatically delivered to leads

•Personalized and relevant to your leads’ interests

– Leads arrived by submitting a form on a landing page. Use different landing pages to summon different areas of interest; compose emails that speak to those interests.

•Not a one-off, design intensive, info-heavy newsletter

Lead Nurturing Campaign




• Improve conversion rates by predicting a lead's likelihood to purchase

• Prioritize leads on the fly with on-demand scores that predict which leads are likely to have a higher lifetime value

• Customize follow-up communications by knowing what message or offer will be most relevant to a given lead

Lead scoring tools and resources:

– TARGUSinfo www.targusinfo.com– Silverop www.silverpop.com– Optify www.optify.net– Marketo www.marketo.com– Eloqua www.eloqua.com

Incorporate Lead Scoring




AnalyzeAnalyzeAll About ROI

Win more customers with less




• View what keywords, websites, and campaigns are driving traffic to Crunch.com and their lead conversion rates

• Track the impact of complementary marketing initiatives against incoming traffic and lead conversions

• See which pages are most popular among your visitors

• Track the changes in your blog subscribers and social media following over time

Progress Trackers




Compare Crunch.com to competitors' sites on various key metrics, such as:

•Website Grade Percentile score against the average website in terms of marketing effectiveness

•MOZ Rank Ten point measure of link authority and popularity. Though not affiliated officially with any one search engine, MOZ Rank is a good indicator of off-page SEO.Provided by SEOmoz

•Traffic Rank Alexa traffic rank

•Inbound Links One of the most important measures for a website is how many other websites are linking to it. The credibility of those websites count as well but the general rule is the more links the better.

•Google Indexed Pages The approximate number of pages of the site that have been indexed by Google. The more pages a website has within the Google cache, the better.

•Keywords in Top 100

Competitive Market Metrics



Jennifer L. Pricci 330 Shore Drive Unit F6 Highlands NJ 07732 646.246.5176 [email protected] www.jenniferpricci.com Review Competitor Keyword Rank













Jennifer L. PricciInteractive Marketing Manager Candidate

[email protected]

www.jenniferpricci.com

Increase Traffic Now!



Crunch online inbound_marketingproposal

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