Sacred Serve - Digital Marketing Strategyres.cloudinary.com/general-assembly-profiles/image/upload/v... · Sacred Serve Digital Marketing Strategy ... 2.Goals & Objectives ... Gyms,

Sacred ServeDigital Marketing StrategySean Cronin, June 5th 2017www.linkedin.com/in/spcronin

www.count-digital.com

Overview

1. Introduction

2. Goals & Objectives

3. Customer Persona

4. The Customer Journey• Acquisition• Activation

5. Measuring Success

6. Ongoing Strategy

Who Are Sacred Serve

For health conscious consumers who crave the taste and indulgence of a rich and creamy frozen dessert, Sacred Serve offers a range of handmade vegan

gelato available in 3 divine flavors.

What Makes Them Special?

Unlike the other non-dairy frozen desserts available on the market, Sacred Serve have developed a product that tastes incredible whilst being strictly free of all

gluten, dairy, soy, GMOs, stabilizers and preservatives.

Anything Else?

• Founded in August 2016 by 2 friends who met whilst travelling in Bali.

• Distribution Channels:• Wholesale to independent retailers across the city (currently in 15 stores + 2

online delivery services).• Direct to consumers at trade shows and events.

1. Introduction �

2. Goals & Objectives

3. Customer Persona

4. The Customer Journey• Acquisition• Activation

5. Measuring Success

6. Ongoing Strategy

Overview

Goals and Objectives

Digital Landscape – March 2017

A modest following on Instagram and Facebook has been growing steadily through regular updates on upcoming events and new store locations.

A basic website, not optimized for search engines and no analytics installed.

Email addresses are being collected on the website and at events but no email marketing campaigns have taken place.

Have never engaged in any paid marketing campaigns.

Goals

1. Boost brand awareness.

2. Increase sales in-store and online.

KPIs

• Website Visitors

• Visitors to the ‘Locations’ page

• Visitors who click ‘Order Online’ button

1. Introduction �

2. Goals & Objectives �

3. Customer Persona

4. The Customer Journey• Acquisition• Activation

5. Measuring Success

6. Ongoing Strategy

Overview

Customer Persona

Market ResearchAfter analyzing data from a variety of sources it is clear that the vast majority of vegans are:

FemaleLive in urban areas

Under 40Do not have children

72% No Children 28% Have Children

88% Live Urban 12% Live Rural

80% Under 40 20% 40 or Over

74% Female 26% Male

Sources: https://goo.gl/bgvhyT https://goo.gl/WUHVUf https://goo.gl/xgLAKr

Follower DemographicsThese demographics are also reflected in likes on the Sacred Serve Facebook page.

72% of people who like the page are female

83% are between the ages of 18 - 44

Customer Persona

Vegan Violet is a young, urban professional who, after becoming vegan a a few years ago, now considers it a lifetime commitment.

Violet regularly uses social media for vegan advocacy and likes to educate friends, family and co-workers about veganism.

She follows a mostly raw, organic diet but being a foodie at heart will often purchase imitation products like vegan meats, cheeses and sweets that offer her the chance to enjoy some of the food she misses from her pre-vegan days.

However, eating healthily is key to her way of life so she will not compromise on quality or nutrition. She spends a lot of time reading labels so that she knows exactly what goes into the food she eats.

VeganViolet

Gender: FemaleAge: Under40Lives: IntheCityChildren: None

Customer Challenges

What challenges does our persona face?

Struggles to find alternatives to the foods she misses, that actually taste like the real thing.

Has to spend a lot of time reading labels and looking up strange ingredients found in many vegan products.

Has to go out of her way to find specialist stores that stock vegan alternative products.

Customer Challenges

How can we help our persona?

Increase awareness of the product and inform her about upcoming events where she can try it for herself.

Clearly and easily display what does (and does not) go into the product, and explain the health benefits of these ingredients.

Make it easy for her to find nearby stores that sell the product, or help her to find services that will deliver to her.

1. Introduction �

2. Goals & Objectives �

3. Customer Persona �

4. The Customer Journey• Acquisition• Activation

5. Measuring Success

6. Ongoing Strategy

Overview

The Customer Journey

Customer Journey

1. Acquisition

2. Activation

3. Retention

4. Referral

Focus Of Our Strategy

Acquisition• Increase awareness of the product.

• Educate consumers on the health benefits and superior ingredients.

Activation• Make it easy for customers to find nearby stores that sell the product.

• Boost sales via online delivery services.

AcquisitionStrategy:

Increase brand awareness amongst consumers in the Chicago area who are searching for alternatives to the existing vegan and dairy free ice creams on the market.

Tactics:

• Search Engine Optimization (SEO)

• Content

• Paid Search

SERP - Before

Only 1 page indexed

Not ranked for any keywords

SEOFocus Keyword:

Avg. Monthly Search Volume

vegan gelato 320

vegan ice cream 9,900

Quick Wins:

• Title Tags• Descriptions• Headings• Website Copy• Images (filenames, alt tags)• Page Load Speed (image sizes, page requests)• Sitemap.xml• Robots.txt• Google My Business

Title:

Sacred Serve | Vegan Ice Cream Handmade In Chicago

Description:

Sacred Serve offer a range of gluten-free, dairy-free, and soy-free vegan ice cream & frozen treats handmade in small batches at The Plant in Chicago.

Heading:

Vegan Ice Cream Handmade in Chicago

Copy:

Sacred Serve offers a range of gluten-free, dairy-free, and soy-free frozen treats handmade in small batches at The Plant in Chicago.

Available in 3 divine flavors – Salted Coconut Caramel, Dark Chocolate Superfood & Matcha Mint Chip – our vegan ice cream is strictly free of all gluten, dairy, soy, GMOs, stabilizers and preservatives.

Image Filename:

http://sacredserve.com/wp-content/uploads/2017/05/sacred-serve-vegan-ice-cream.jpg

Image Alt:

Sacred Serve Vegan Ice Cream

Other Optimizations

Robots.txt:• Modified to allow search engines to index the site

Sitemap.xml:• Added sitemap to help with indexing

Page Load Speed:• Compressed images across the site• Reduced page requests by disabling unused plugins

Google My Business:• Added listing to boost local search

SERP - After

SERP - After

vegan ice cream chicago

• Google = 18• Bing = 3

vegan ice cream near me

• Google = 14• Bing = 8

Organic Search Traffic

Organic Search - Average Weekly Sessions

Increased 62% post SEO efforts

1116

13

30

9

18 20 22 21

41

30

SEO - Next Steps

Focus Keywords:

vegan ice cream+ dairy free ice cream+ gluten free ice cream+ gluten free dairy free desserts

Tactics:

• Optimize Website Copy• Build Links• Create Content

Content Ideas

Inform:• Testimonials & customer reviews• Frequently Asked Questions• Behind the scenes videos• Serving suggestions & recipe ideas

Educate:• More accessible and detailed product benefits• Details about what ingredients are NOT included, and why this is good• Comparisons vs other non dairy/vegan options

Paid Search

Targeting 24 Keywords, including:

vegan ice cream dairy free ice creamnon dairy ice cream gluten free ice creamlactose free ice cream milk free ice creamcream free ice cream

Keyword Impressions Clicks CTR Avg. CPCnon dairy ice cream 243 13 5.35% $1.19dairy free ice cream 275 14 5.09% $0.83vegan ice cream 398 14 3.52% $1.06cream free ice cream 271 7 2.58% $0.93

Top Performing:

AdWords- Results

Duration: 18 days

• Impressions = 1393• Clicks = 53• CTR = 3.80%• Avg. CPC = $0.98

• An additional 53 website sessions.

• Which accounts for 17% of all sessions during this period.

Test Hypothesis: A call to action in the ad URL will lead to a higher CTR than one without

% Served Impressions Clicks CTR Avg. Cost Per Click

1. 41.58% 111 6 5.41% $1.19

2. 58.42% 156 13 8.33% $0.73

Results• A call to action in the ad URL resulted in a nearly 3% higher CTR.

• This ad also achieved 40% more impressions and an Avg. Cost Per Click that was 38% lower, suggesting it had a higher quality score.

• Assuming a daily budget of $10 per day, this campaign could yield 159 extra clicks (411 vs 252) – just by optimizing the ad URL

Estimated clicks from $300 monthly ad spend

AdWords- Testing

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Ad1

Ad2

AcquisitionStrategy:

Educate consumers on the health benefits and superiority of the ingredients used in Sacred Serve compared to other non-dairy ice creams.

Tactics:

• Paid Social

• Content

Paid Social

Channels:

Facebook Instagram

Strategy:

Drive targeted traffic to our landing page from Facebook & Instagram.

Goal:

Users click through to website to view more information and find out where they can purchase from.

SEO – Phase 2

Vegan Violet:

• Female

• Aged 18 - 44

• Living within 17 km of Chicago

• Exclude: Parents

• Interests: Nutrition, Dieting, Gyms, Vegetarianism, Vegan.com, I'm Vegan, Vegan nutrition, Healthy diet, Go Vegan, Vegan Outreach, Veganblog, The Vegan Society or Veganism

Targeting

Ad Campaign - Results

Duration: 4 days

• Impressions: 2,980• Link Clicks: 54• Link CPC: $0.75• Link CTR: 1.58%• Clicks (all)*: 100• CPC (all)*: $0.40• CTR (all)*: 2.94%

*Includes likes, comments, shares, and clicks to Facebook page

Facebook - Results After 3 Days

Impressions: 564

Link Clicks: 7

Link CPC: $1.06

Clicks (all): 9

CPC (all): $0.82

CTR (all): 1.59%

Impressions: 604

Link Clicks: 9

Link CPC: $0.58

Clicks (all): 17

CPC (all): $0.31

CTR (all): 2.81%

Facebook - Winner

Ad 2 was selected to run on it’s own for the final day.

The results remained consistent with previous days.

Impressions: 574

Link Clicks: 10

Link CPC: $0.61

Clicks (all): 16

CPC (all): $0.38

CTR (all): 2.78%

Instagram - Results After 3 Days

Impressions: 527

Link Clicks: 8

Link CPC: $1.01

Clicks (all): 16

CPC (all): $0.50

CTR (all): 3.03%

Impressions: 555

Link Clicks: 10

Link CPC: $0.68

Clicks (all): 22

CPC (all): $0.31

CTR (all): 3.96%

Instagram- Winner

Ad 2 was selected to run on it’s own for the final day.

Again, the results remained consistent with previous days.

Impressions: 521Link Clicks: 9Link CPC: $0.69Clicks (all): 19CPC (all): $0.33CTR (all): 3.64%

In just 4 days…

From 54 clicks to the landing page:

• 54% of those visitors clicked through to find out more on the website.

• Leading to an additional 29 website sessions.

• Which accounted for 27% of all sessions during this period.

Landing Page

1. Introduction �

2. Goals & Objectives �

3. Customer Persona �

4. The Customer Journey• Acquisition �• Activation

5. Measuring Success

6. Ongoing Strategy

Overview

ActivationStrategy:

Optimize website to encourage consumers to purchase in-store and promote available options to order online.

Tactics:

• Make it easier for customers to find nearby stores that sell the product.

• Increase visibility of online ordering options.

• The map makes it easier for visitors to see their nearest store at-a-glance.

• Logos help users to easily identify their nearest store.

• Phone no. and website make contacting easier (to check product availability or opening times).

• Increased visibility of online ordering options (with big bright CTAs) encourage conversions.

• Order Online buttons also added to homepage and flavors page.

• Bonus - SEO:sacredserve.com/locationsnow ranking for keywords:‘foxtrot delivery market’ = 18‘mercato grocery delivery’ = 24

Locations - Results

Locations Page - Average Time on Page:

• Before: 1m 36s

• After: 2m 26s

This suggests more interest and engagement with the page following the redesign.

Customer Feedback

Order Online - Results

No stats available for ‘before’, however following the redesign we are seeing:

• Average of 9.8 clicks per week on the Order Online buttons.

• On average 7.3% of all weekly sessions lead to a click.

Foxtrot are doing 47% of their sales of Sacred Serve online:• In-store: 52 units

• Online: 46 units(*data from 05/26/2017)

We have sent 42 users to their site since the redesign (although there is no way to measure how many of these went on to purchase).

1. Introduction �

2. Goals & Objectives �

3. Customer Persona �

4. The Customer Journey�• Acquisition �• Activation�

5. Measuring Success

6. Ongoing Strategy

Overview

Measuring Success

Goals & KPIs

1. Boost brand awareness.• KPI: Website Visitors

2. Increase sales in-store and online.• KPI: Visitors to the ‘Locations’ page• KPI: Visitors who click ‘Order Online’ button

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Website Sessions

Website Sessions

Daily Sessions: 03/19/2017 - 06/03/2017

• Let’s first remove the outliers (which we can attribute to popular posts on Facebook & Instagram).

• We’ll also remove traffic from paid search and paid social.

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OrganicSessions

Website Sessions03/19/2017 - 04/28/2017 04/29/2017 - 06/03/2017

Average Daily Sessions 8 15

Increase of 87% after implementing website optimizations

Paid Traffic

AdWords: 04/27/2017 - 05/15/2017

• 3 users per day

• At a cost of $3 per day

Facebook Adverts: 06/02/2017 - 06/05/2017

• 13 users per day

• At a cost of $10 per day

Total 16 extra users (200% increase) from a cost of $13 per day.

Combined Projections

Avg. Daily Sessions Avg. Weekly Sessions

Baseline: 8 56

SEO: 7 49

AdWords: 3 21

Facebook Paid: 13 91

Total: 31 217

Projected Increase: 287% (from $13 per day spend)

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AllSessions vsLocationsSessions

TotalSessions LocationsSessions

Locations Page03/19/2017 - 04/28/2017 04/29/2017 - 06/03/2017

Avg. Daily Locations Page Sessions 4 5

Locations Page Sessions (%) 34.29% 32.78%

25% increase in average daily sessions (but 1.51% decrease as a % of all sessions - must to be monitored)

Order Online

Average of 9.8 clicks per week on the Order Online buttons.

• Homepage: 3.6

• Locations: 3.6

• Flavors: 2.6

On average 7.3% of all weekly sessions lead to a click.

Combined Projections

Avg. Daily Avg. Weekly

Projected Sessions: 31 217

Locations Sessions (33%): 10 71

Order Online Clicks (7.3%): 2 16

Projected Prospects (per week): 87 (from $13 per day spend)

Monthly Projections• Monthly Spend: $390

• Projected Website Sessions: 930

• Projected Prospects: 360

• Each prospect is worth an initial $6

• So we need 18% of prospects to convert to break even

• But including the possibility of repurchase and the potential lifetime value of a customer this could be reduced

• i.e. if each customer purchases twice in their lifetime then the conversion rate needs to be only 9%

1. Introduction �

2. Goals & Objectives �

3. Customer Persona �

4. The Customer Journey�• Acquisition �• Activation�

5. Measuring Success �

6. Ongoing Strategy

Overview

Ongoing Strategy

Goals TacticsStrategic Initiatives

Boost brand awareness

Increase sales in-storeand online.

Increase brand awareness amongst consumers in the Chicago area who are searching for alternatives to the existing vegan and dairy free ice creams on the market.

• Search Engine Optimization (SEO)

• Content• Paid Search

Educate consumers on the health benefits and superiority of the ingredients used in Sacred Serve compared to other non-dairy ice creams.

• Paid Social• Content

Optimize website to encourage consumers to purchase in-store and promote available options to order online.

• Make it easier to find nearby stores

• Increase visibility of online ordering options

Ongoing Strategy

• Optimize rest of website - About Us, Ingredients pages

• Create more content - FAQs, testimonials, BTS videos, recipe ideas

• Build up inbound links to website

• Optimize AdWords campaigns with use of ‘exact match’ keywords

• Focus on best performing keywords and ad creative (highest CTR and lowest CPC)

• Focus on best performing Facebook & Instagram ads to lower overall CPC

• Continue to test and optimize…