RedPunch Agency — Website and Inbound Strategy .pdf - Elina Kochenko and 4 others

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Student Name/Number: Carla Martins_10532392/Elina Kochenko_10532850/Francisco 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: CA1 & 2 - Create a Website and Develop an Inbound Marketing Strategy to Drive Traffic Word Count: 3002 Website: https://redpunch.weebly.com Linkedin: https://www.linkedin.com/company/redpunch/ Youtube: https://www.youtube.com/channel/UC0IqzCw8AqJqrWyi5TI_qUA 1 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 of 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 2 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 3 LIST OF FIGURES Figure 1: Red Punch Home Page Figure 2: Red Punch URL Figure 3: CTA´s Red Punch Figure 4: Website Red Punch. Figure 5: Ciotti, G., 2020. The Psychology of Color in Marketing and Branding Figure 6: Red Punch Logo Figure 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 Figure 12: HubSpot Firewall. 2020 Figure 13: Video Marketing mockup Figure 14: Red Punch LinkedIn Figure 15: Red Punch YouTube Channel Figure 16: Email Marketing Cycle & Frequency, Hubspot Figure 17: WhatsApp features Figure 18: WhatsApp Mock-Up Figure 19: Mock-up Red Punch Blog Post Figure 20: Acquisition Overview, 1st March to 14th April 2020 Figure 21: Rank Page view, 1st March to 14th April 2020 Figure 22: Social Value Overview, Page view, 1st March to 14th April 2020 Figure 23: Goals Overview, 1st March to 14th April 2020 Figure 24: Google Tag Manager. Tags Figure 25: Events Overview, 1st March to 14th April 2020. Figure 26: Keywords research, Carla Martins Figure 27: Keywords usage, Carla Martins 4 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: Keywords research, Elina Kochenko Figure 31: Keywords research Nº2, Elina Kochenko Figure 32: Keywords usage, Elina Kochenko Figure 33: Keywords usage Nº 2, Elina Kochenko Figure 34: Before & After Results. My Site Auditor. Elina Kochenko Figure 35: Keywords research, Francisco Cordova Figure 36: Keywords research Nº2, Francisco Cordova Figure 37: Before & After Results. My Site Auditor. Francisco Cordova Figure 38: Keyword 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: Keywords research, Tiago Pereira Figure 43: Keywords research Nº2. Best Inbound Marketing Strategies. 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 Figure 56: YouTube general metrics 5 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 main 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 digital 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. Our 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. 6 2.1 Key objectives Differentiation to help small businesses 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 7 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 8 The two colors were chosen to 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. Figure 7: Page content Red Punch 9 2.2 Competitors It was conducted a competitive analysis of three competitors outlined - (Swot, 2000; Cube Digital Marketing, 2006; Squaredot, 2015). Compared 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 some of the important goals of social channels but wants to increase online presence by outsourcing this task. 10 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. Several buying personas have been developed: 1) Angela, who lives and owns business in Ireland. She is actively using e-commerce and wants to develop the company with inbound digital tools implementation. Figure 9: Angela Bingall, Persona Nº1 11 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 12 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 agency aims to provide 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 fields, work backgrounds of its employees, 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. 13 4. STRATEGY, CONVERSIONS ANALYSIS & EVENT TRACKING 4.1 Inbound Marketing Strategy We developed the Inbound Marketing Strategy that will be oriented to educate our potential customers about the issues and opportunities they have with an online presence and advocating our services through content. When a brand provides that information it is providing education which is a truly value. (Ritchie, 2017). We will help to create awareness about their business and increase online customers. However, the audience profile is actively online, uses Social Media frequently and does research on Google about topics of interest for it is 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 communication channels. By using tools such as Video, Social Media (LinkedIn and YouTube) and Blog platforms. It will be created a remarkable 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 of our brand. B. Convert visitors into users and engage them. 14 After attracting them Red Punch will engage the audience by using CTAs, E-mail Marketing and Social Media. C. Transform these users into customers. After attracting those users, they will become customers. The company 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 delighting our customers. Figure 12: HubSpot Firewall. 2020 4.1.1 Tools A) Video Marketing 15 Video Marketing is one of the most popular tools in terms of Inbound Marketing strategies, it will be used at the attracting, converting and delighting stages. With oriented content for each stage, it will be shown through different channels as Social Media and Blogs. 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. Figure 13: Video Marketing mockup B) Social Media LinkedIn will be used on attracting, delighting and converting 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). 16 Figure 14: 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 (Halvorson and Rach, 2012). The channel is designed for using elements of the company's corporate identity: 17 Figure 15: Red Punch YouTube Channel C) Email Marketing: We have created an email marketing cycle to cover all the stages. A/B testing will be used 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 considered: open rate, click to rate, unsubscription, bounce rate, website visits delivered though the emails sent and sales. (Hubspot, n.d) 18 Figure 16: Email Marketing Cycle & Frequency D) WhatsApp for Marketing: 19 Figure 17: WhatsApp features WhatsApp will be implemented to keep monitoring our customers in case of requests or issues. Thus, will keep the clients satisfied and supported, responding to the main purpose 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 service. 20 Figure 18: WhatsApp Mock-Up E) Blog It will be significant for attract and engagement, through social sharing and on-page comments, furthermore for SEO Strategies. According to (Brown, S. 2017) business which post regularly on blog gain two times more traffic than the ones that don't. All the post will alternate between content, videos and image, based on significant keywords. 21 Red Punch will develop a relevant content for blog to support the strategy. The content on the blog will be updated three times per week and eventually shared among the Social Channels. To attract the right visitors, we will use educational blogging and newsletters that help consumers and potential consumers based on SEO (keyword analysis and content creation). The newsletter will be sent as part of the Email Marketing strategy. Blog Content Goals: To inform our customer about – educational content and courses, promote our services and partnerships, promote sponsorships and events, twist guest blogging to have an attractive an informative content for our customers and support SEO. Figure 19: Mock-up Red Punch Blog Post 22 4.2 Conversion Analysis: Google Analytics The webpage had a high level of acquisition and a low bounce rate (figure 20), which means people were spending enough time to read the content on the blog post (07:48 average), the most visited page. (figure 21) Figure 20: Acquisition Overview, 1st march to 14th April 2020 Figure 21: Rank Page view, 1st march to 14th April 2020 23 LinkedIn (8 posts shared) had social acquisition, justified by the amount of post published in the platform, which was more than YouTube (1 post shared). Figure 22: Social Value Overview, Page view, 1st march to 14th April 2020 As the goal completion would have more numbers with the submission of the contact form in the thank you page and the analysis are made of a fictional business, we don’t have high traffic to analyze in this part. It justifies the small amount of conversion of 3. The goal value is shown as a 0%, it means that there is no monetary conversion, once the company does not have a fixed value for each business made, varying according to the client need. 24 Figure 23: Goals Overview, 1st march to 14th April 2020 4.3 Event Tracking Five tags were set up on Google Tags Manager, as Red Punch is using the inbound strategy, no Tags were created to trigger Ads or e-commerce for instance. Below we can see the Tags created: Figure 24: Google Tag Manager. Tags 25 By tracking the events from the tags created on Tag Manager, we can notice a better performance on the Want to Grow CTA, followed by Talk to an Expert CTA. A total of 57 events was generated. Figure 25: Events Overview, 1st march to 14th April 2020 4.4 Analysis of the role and benefit of these tools for business Google Analytics allows getting data that is obtained from our audience in order to analyze the performance of the websites and strategies overall. Getting the data as Acquisition, type of audience in terms of gender, demographic, and conversion measuring the performance to keep or enhance the decision making. By using Google Tag Manager, we can add tags in our website to measure clicks links and views based on Google Analytics without editing codes using a website developer, and thus, have better accuracy of our data. 5. SEO KEYWORDS RESEARCH - Individual Components 26 5.1 Carla – Email Marketing as Part of Your Strategy The chosen topic aims to match the strategy and purpose of the business and as a followed step, keyword research was conducted. Figure 26: Keywords research, Carla Martins For that, some best practices were described in the blog post aiming to delight the readers with an entertaining writing. 27 Figure 27: Keywords usage, Carla Martins Figure 28: Page Tittle& URL and H1 & Alt Text, My Site Auditor. Carla Martins After the blog being posted, an audition was conducted, with the first score as 86. After some issue being fixed, the second score of 90 was achieved. 28 Figure 29: Before & After Results. My Site Auditor. Carla Martins 5.2 Elina - Visual Content Inspiration: 3 tips on how to make an outstanding social media feed for your business The chosen topic was service Social Media (Instagram) and a Keyword Planner research was taken. The most popular positions in monthly searches are Instagram business / + account, but :allintitle result is best for Instagram professional page. It has only 513 pages in SERP and 10К monthly queries in Google. It is keyword phrase. 29 Figure 30: Keywords research, Elina Kochenko Figure 31: Keywords research Nº2, Elina Kochenko The focus keyword was in three places: blog post title, link, and heading using the key phrase naturally and not more than 3-5% of the total text. 30 Figure 32: Keywords usage, Elina Kochenko Figure 33: Keywords usage Nº 2, Elina Kochenko 31 An audition of the post using My Site Auditor Tool was taken and resulted in the score 80, which was improved to 91 after additional work with headings and images. Figure 34: Before & After Results. My Site Auditor. Elina Kochenko The detailed optimization for this post is described in the article below: https://www.linkedin.com/pulse/perfect-focus-keyword-your-article-blog-post-seo-elina- kochenko/. 5.3 Francisco – Useful tools for SEO expert A search of a couple of word in the Keyword planner was conducted. SEO tools has a good average, but the competition was medium. A decision was taken to use SEO Expert, low competition and high average. However, SEO expert shown me high results on allintitle. 32 Figure 35: Keywords research, Francisco Cordova 33 After that the words was mixed: Tools and SEO Expert. Google showed only 440 results. Figure 36: Keywords research Nº2, Francisco Cordova My Site Auditor was used, and the first score was 76. After some metric corrections such as “Keywords in the URL”, “Keyword mentioned”, “The use of Headlines”, and the score reached was 90. 34 Figure 37: Before & After Results. My Site Auditor. Francisco Cordova 5.4 Marilia – The Consumer Behaviour towards New Technologies As Red Punch is a Digital Marketing Agency, is essential to bring to our customers an overview of the changes and the trend of the new consumers and how they behave in the digital age, thus this blog post was created. The keyword research was executed to see the best ideas, before and after the audition. 35 Figure 38: Keyword Research. Marilia Martins The second research was conducted after checking the blog post using the My Site Auditor Tool. Figure 39: Second Keyword Researched. Marilia Martins 36 Figure 40: Before & After Results. My Site Auditor. Marilia Martins The keywords were positioned in three different places: link, title and distributed normally along with all the article, according to the per cent recommend from My Sit Auditor. (MySiteAuditor, 2020) Figure 41: Keywords usage, Marilia Martins 37 5.5 Tiago - Best Inbound Marketing Strategies Figure 42: Keywords research, Tiago Pereira A decision to make a post which will bring the reader directly to Redpunch services was made. Based on our personas it was created a general blog post talking about Inbound marketing. After 38 doing the first keyword research, the founds brought a specific keyword which has fewer results on All in title search in contrast to the previous ones as seen on images 42 and 43. Figure 43: Keywords research Nº2. Best Inbound Marketing Strategies. Tiago Pereira By chosen the keyword it was added five subtopics into the blog post, as best tactics to be used. 39 Figure 44: Before & After Results. My Site Auditor. Tiago Pereira The first audit found 24 issues, 6 of them was fixed as adding headlines, the exact keyword on the URL and on the first 100 words, description tag and title tag and at the end of the blog it was added two internal links to the home and contact pages. However other changes could not be done due to Weebly limitations. 6. CONTENT AND BLOG QUALITY - Individual Components In this chapter we showed the blog quality and the individual parts presented on the blog post aligned to the defined content to reach our customer target. The blog post was developed with an informative content related to the relevant keywords aiming to create engagement with the brand and website traffic. 40