1 Student Name/Number: Carla Martins _ 10532392 /E lina Kochenko _ 10532850 /F rancisco Cordova _ 10533841 / Marilia Martins _ 10532756 / Tiago Pereira _ 10533097 Course Title: MSc in Digital Marketing Lecturer Name: Brendan Maguire Module/Subject Title: Inbound Marketing Assignment Title: CA 1 & 2 - Create a Website and Develop an Inbound Marketing Strategy to Drive Traffic Word Count: 300 2 Website: https://redpunch.weebly.com Linkedin: https://www.linkedin.com/company/redpunch/ Youtube: https://www.youtube.com/channel/UC0IqzCw8AqJqrWyi5TI_qUA 2 TABLE OF CONTENT 1. EXECUTIVE SUMMARY ................................ ................................ ................................ ............. 6 2. BUSINESS OVERVIEW ................................ ................................ ................................ ............... 6 2.1 Key objectives ................................ ................................ ................................ ........................ 7 2.2 Competitors ................................ ................................ ................................ ......................... 10 3. TARGET AUDIENCE & PERSONA IDENTIFICATION (Segmentation, targeting, positioning) .. 10 3.1 Segmentation ................................ ................................ ................................ ...................... 10 3.2 Targeting ................................ ................................ ................................ ............................. 11 3.3 Positioning ................................ ................................ ................................ ........................... 13 4. STRATEGY, CONVERSIONS ANALYSIS & EVENT TRACKING ................................ .................... 14 4.1 Inbound Marketing Strategy ................................ ................................ ............................... 14 4. 1.1 Tools ................................ ................................ ................................ ................................ 15 4.2 Conversion Analysis: Google Analytics ................................ ................................ ................ 23 4.3 Event Tracking ................................ ................................ ................................ ..................... 25 4.4 Analysis o f the role and benefit of these tools for business ................................ ............... 26 5. SEO KEYWORDS RESEARCH - Individual Components ................................ .......................... 26 5.1 Carla – Email Marketing as Part of Your Strategy ................................ .............................. 27 5.2 Elina - Visual Content Inspiration: 3 tips on how to make an outstanding social media feed for your business ................................ ................................ ................................ ............... 29 5.3 Francisco – Useful tools for SEO expert ................................ ................................ ................. 32 5.4 Marilia – The Consumer Behaviour towards New Technologies ................................ ....... 35 5.5 Tiago - Best Inbound Marketing Strategies ................................ ................................ ........ 38 6. CONTENT AND BLOG QUALITY - Individual Components ................................ ..................... 40 6.1 Carla – Email Marketing as part of your strategy ................................ .............................. 41 6.2 Elina – Visual Content Inspiration: 3 tips on how to make an outstanding social media feed for your business ................................ ................................ ................................ ............... 41 6.3 Francisco – The best SEO tools for Digital Marketing ................................ ........................ 41 6.4 Marilia – The Consumer Behaviour towards New Technologies ................................ ........ 41 6.5 Tiago – Best Inbound Marketing Strategies. ................................ ................................ ...... 42 3 7. ADDITIONAL INBOUND CHANNELS - (Social Media, min 2, etc...) ................................ ........ 42 7.1 Linkedin Analysis ................................ ................................ ................................ ................. 42 7.2 YouTube Analysis ................................ ................................ ................................ ................. 47 8 BIBLIOGRAPHY ................................ ................................ ................................ ................... 50 9 APPENDIX ................................ ................................ ................................ ........................... 51 4 LIST OF FIGURES Figure 1: Red Punch Home Page Figure 2 : Red Punch URL Figure 3: CTA ́s Red Punch Figure 4: Website Re d Punch Figure 5: Ciotti, G., 2020. The Psychology of Color in Marketing and Branding Figure 6: Red Punch Logo Fi gure 7: Page content Red Punch Figure 8: The competitor's analysis Figure 9: Angela Bingall, Persona Nº1 Figure 10: Ronald March, Persona Nº2 Figure 11: Perceptual Positioning Map F i gure 12: HubSpot Firewall. 2020 Figure 13: Video Marketing mockup Figure 14: Red Punch LinkedIn Figure 1 5 : Red Punch Yo uTube Channel Figure 1 6 : Email Market ing Cycle & Frequency, Hubspot Figure 17: WhatsApp features Figure 18: WhatsApp Mock - Up Figure 19 : Mock - up Red Punch Blog Post Figure 20: Acquisition Overview, 1 st M arch to 14 th April 2020 Figure 21: Rank Page view, 1 st M arch to 14 th April 2020 Figure 22: Social Value Overview, Page view, 1 st M arch to 14 th April 2020 Figure 23: Goals Overview, 1 st M arch to 14 th April 2020 Figure 24: Google Tag Manager. Tags Figure 25: Events Overview, 1 st M arch to 14 th April 2020. Figure 26: Ke ywords research, Carla Martins Figure 27: Keywords usage, Carla Martins 5 Figure 28: Page Tittle& URL and H1 & Alt Text, My Site Auditor. Carla Martins Figure 29: Before & After Results. My Site Auditor. Carla Martins Figure 30: Ke ywords research, Elina Kochenko Figure 31: Keywor ds research Nº2, Elina Kochenko Figure 32: Keywords usage, Elina Kochenko Figure 33: Keywo rds us age Nº 2, Elina Kochenko Figure 34: Before & After Results. My Site Auditor. Elina Kochenk o Figure 35: Keywor ds research, Francisco Cordova Figure 36: Keywords r esearch Nº2, Francisco Cordova Figure 37: Before & After Results. My S ite Auditor. Francisco Cordova Figure 38: Keyw ord Research. Marilia Martins Figure 39: Second Keyword Researched. Marilia Martins Figure 40: Before & After Results. My Site Auditor. Marilia Martins Figure 41: Keywords usage, Marilia Martins Figure 42: Ke ywords research, Tiago Pereira Figure 43: Keywords research Nº2. Best Inbound Marketing Strate gies. Tiago Pereira Figure 44: Before & After Results. My Site Auditor. Tiago Pereira Figure 45: LinkedIn, Visitor Metrics Figure 46: LinkedIn, Visitor Metrics. Nº2 Figure 47: LinkedIn post Figure 48: LinkedIn post. Nº2 Figure 49: Red Punch LinkedIn Figure 50: Followers highlights LinkedIn Figure 51 : YouTube traffic source types Figure 52 /53 : YouTube video impressions Nº1 & Nº2 Figure 54 /55: YouTube video watch time Nº1 & Nº2 Figur e 56: YouTube general metrics 6 1. EXECUTIVE SUMMARY This report aims to present and justify the creation of the website for a fictional brand called Red Punch created exclusively for this project, as develop an Inbound Marketing. Its starts with the m ain aspects of the business, the website development, explanation of the traffic strategies chosen, and it is concluded with a video presentation, references, and appendix 2. BUSINESS OVERVIEW Red Punch is a creative digital marketing agency focused on digi tal results and sales. The Red Punch website is a platform created with the expertise to provide a service and knowledge that will help business to grow by increasing the performance of digital marketing The website communicated this concept through the layout design and content. Figure 1: Red Punch Home Page Mission statement: Red Punch work for the constant and progressive growth of our customers, as our motivation is their success O ur expertise came to bring business a competitive advantage through those services: Inbound Marketing Consultancy and Sales, Web Design , Video Marketing, Marketing Content, Conversion Acceleration, Digital Branding. 7 2.1 Key objectives Differentiation to help small business es to exist or to grow in the market as a master in their field of business. Figure 2: Red Punch URL CTAs : The objective of CTAs (Call to action) come up with compelling motivations that will empower visitors to take another step – convert. Aiming to drive distinct actions In addition to, we use CTAs in our email marketing, landing page, automation, lead scoring to track customer cross the channels. Figure 3: CTAs Red Punch 8 Figure 4: Website Red Punch General Aesthetic Quality : The target is composed by men and woman, so the main color choice was red and gray. Around 90% of snap judgments made around products can be based on the color itself Red: Is an excitement, youthful, bold - this color stimulates to make decisions and Grey: Balance, neutral, calm (Ciotto, G., 2020). Figure 5 : Ciotti, G., 2020. The Psychology of Color in Marketing and Branding 9 The two colors were cho sen t o show the business personality: trendy, unique, contemporary exactly the idea of the logo ( modern , classic and unique) Figure 6 : Red Punch Logo Internal Page Content: With a responsive design and CTAs through the whole website the buttons are continuously visible, whether on desktop or mobile. Figur e 7 : Page content Red Punch 10 2.2 Competitors It w as conducted a competitive analysis of three competitors outlined - (Swot, 2000; Cube Digital Marketing, 2006; Squaredot, 2015). Compar ed to the competitors, Red Punch wants to be perceived by the expertise of offering a personalized service to companies. Main weaknesses of our competitors: Some of the competitors does not have all the services that Red Punch offers, such as: Conversion Acceleration, Digital Branding and Video Marketing. Figure 8: The competitor's analysis 3. TARGET AUDIENCE & PERSONA IDENTIFICATION (Segmentation, targeting, positioning) 3.1 Segmentation The segment includes small business owners and marketing decision - making employees of Irish local companies. The target customer has an average awareness of the importance of establishing one - to - one customer relationships online but is not familiar with so me of the important goals of social channels but wants to increase online presence by outsourcing this task. 11 3.2 Targeting The business of the target client has the following characteristics: the number of employees is from 1 to 50, the number of offline points of sale in Ireland is from 1 to 20, the online presence is weak or absent, social networks are inactive or absent, inbound strategy is weak or not developed. S everal buying personas have been developed: 1) Angela, who lives and owns business in Ire land. She is actively using e - commerce and wants to develop the company with inbound digital tools implement ation Figure 9 : Angela Bingall, Persona Nº1 12 2) Ronald, working in Dublin Little Bird Café & Yoga company, is responsible for finding employees and partners to perform various operations, including online content strategy and products and services promotion. × Figure: 10 : Ronald March, Persona Nº2 13 3.3 Positioning Red Punch is positioned as a highly professional full - service contractor. Our employees have higher education and a master's degree in marketing. The a gency aims to provid e a full range of services from content creation, photoshoots and design to publication, online promotion and SEO optimization. Positioning is based on competitive advantages, which are obvious based on the developed perceptual positioning map: Figure 11: Perceptual Positioning Map The Red Punch expertise is confirmed by the variety of fie lds, work backgrounds of its employee s , the level of education and the certificates they hold , while competitors do not demonstrate this, along with the lists of services on the competitors' websites, some of which are containing only on SEO and technical solutions. 14 4. STRATEGY, CONVERSIONS ANALYSIS & E VENT TRACKING 4.1 Inbound Marketing Strategy W e developed the Inbound Marketing Strategy that will be oriented to educat e our potential customers about the issues and opportunities they have with an online presence and advocating our services through content. When a b rand provides that information it is providing education which is a truly value. (Ritchie , 2017). We will hel p to create awareness about their business and increase online customers However, the audience profile is actively online, uses S ocial Media frequently and does research on Google about topics of interest for it i s business such as suppliers, financial information and business solutions. To reach those potential customers we will use the ( HubSpot , 2020) framework in four steps ( figure 12 ) , where we just made an extra step on engaging stage by dividing it in transforming visitors into users and users into customers (B and C). We believe that with this separation we can create specific content and communicate in a different manner with the ones that have been already converted into customers. A. Attract traffic visitors to the company's co mmunication channels. By using tools such as Video, Social Media (LinkedIn and YouTube) and Blog platforms It will be create d a re markable content focused on its target audience as well as creating a subscription for our blog content and collaborating with experts on different areas of technology, marketing and startups to build awareness o f our brand B. Convert visitors into users and engage them. 15 After attracting them Red Punch will engag e the audience by using CTAs, E - mail Marketing and Social Media C. Transform these users into customers After attracting those users , they will be come customers. The c ompany will provide service as a solution delivering value in Web Design, Video, Content, and Inbound Strategy Overall. We will show quality and compromise to develop strategies according to the customers D. Make customers promoters of the company. At this stage , both Email Marketing , Video and WhatsApp will be used for delig hting our customers. Figure 12: HubSpot Firewall. 2020 4.1.1 Tools A) Video Marketing 16 Video Marketing is one of the most popular tools in terms of Inbound Marketing strategies, it will be used at the attracting, conver ting and delighting stages. With oriented content for each stage, it will be shown through different channels as Social Media and Blog s . This element of our Inbound Strategy can be very effective to reach customers with short videos we can educate them on how to increase sales online, or to attract more customers. Fig ure 13: Video Marketing mockup B) Social Media LinkedIn will be used on attracting , delighting and c onver t in g stages . Furthermore, LinkedIn allows us to request a virtual introduction through one or more connections which is a powerful way to connect with people for mutual interest and gain (Halligan, B. and Shah, D., 2014). 17 Figure 1 4 : Red Punch LinkedIn The YouTube channel is primarily designed for the Attract stage, as the videos can be accessed through a search and match the queries of potential customers. The videos also act as an extension for the blog posts, as a related multi - link content strategy (Halv orson and Rach, 2012). The channel is designed for using elements of the company's corporate identity: 18 Figure 1 5 : Red Punch YouTube Channel C) Email Marketing : W e h ave created a n email marketing cycle to cover all the stage s A/B testing will be us ed to identify the best type of content, CTA and design that work better. Our content will be personalized by owner and business’ name , and content customized for each type of business and needs. Prior to analyze the performance it will be consider ed: open r ate, click to rate , unsubscription , bounce rate, website visits delivered though the emails sent and sales. (Hubspot, n.d) 19 Figure 1 6 : Email Marketing C ycle & Frequency D ) WhatsApp for Marketing: 20 Figure 1 7 : WhatsApp features WhatsApp will be implemented to keep monitoring our customers in case of requests or i ssues Thus, will keep the clients satisfied and supported, responding to the main p ur pose of Delight Inbound Strategy (Hubspot, n.d) The high interactivity that WhatsApp displays through text message, video call, voice recording, free calls, and the effectiveness reflected in the message delivered and seen will allow us to interact fast and display the additional value in terms of servi ce.