Master Builders Solutions Web - site SEO, Mobile App, Adwords - Strategy 2017 Almaty, 2017, Asset Mendesh Focus: Flooring and Waterproofing & Sealants Industry Segment Product Target A Food & Beverage Flooring Ucrete & Master Top Owners Outbound approach Inbound approach Message 1: Ucrete – Unique longlisting industrial flooring solution . Durable , chemically and heat resistant, shock load resistant. Message 2: Ucrete – Hygiene flooring solutions which met HASSP standards that ensures food and product safety for farms and factories. Message 3: MasterTop 100, 430, 135 PG - best concrete floor / f loat - hardened surface which prolongs the life of floor in 4 - 5 times , easy to clean. 1 - 5 articles/month with topics such as (examples): 1. Top 10 facts about flooring durability. Best solution for FMCG sector. 2. Indestructible, heat, cold, chemical resistant floor. Ucrete – world’s best industrial flooring solution. 3. What are HASSP, ISO standards and its importance in Food and Beverage segment. 4. Hygiene flooring solution and legislative regulations, how to be sure that you factory follow them. 5. How to choose a concrete floor solution for your factory/plant. Content (advertising) placement Content Placement Facebook ads, promoted posts AdWords Promotion GDN promotion using banner ads Master Builders Solution Web - site: - Job references and articles - Lead Generation contact form Targeting Content Distribution Location: South, North Kazakhstan Age: 30+ Interests: Food industry, meat processing plants, sausage factories, plants, the production of beverage juices, dairy plants, dairies, poultry factories. Thematic Facebook posts “Expertise” an d “Product Assistance ” will include information and link to Ucrete and MasterTop page on our MBS KZ web - site Industry Segment Product Target A Civil Engineering Water treatment Waterproofing & Sealants MasterSeal Owners, Construction companies Outbound approach Inbound approach Message 1: Durable and high - quality materials used for waterproofing and sealant solutions. Message 2: Wide range and assortment of waterproofing materials for each individual case: reservoirs, roofs, groundwork, seams and construction joints. Everything from roofing to a substructure/base/foundation. Message 3: Client - oriented and flexible approach. We provide a comprehensive consultation and expertise for the Client , waterproofing material demonstration, drive - outs to the Client. We provide an individual approach. 1 - 5 articles/month about (examples): 1. Top 5 tips how to waterproof your roof. 2. What causes water reservoirs to leak, common mistakes. 5 ways to avoid them. 3. Types of waterproofing systems and sealants. 4. Innovations behind our waterproofing solutions. 5. Case study. An interview with our customer, what makes them happy. Content (advertising) placement Content Placement Facebook ads, promoted posts AdWords Promotion GDN promotion using banner ads Master Builders Solution Web - site: - Job references and articles with photos - Lead Generation contact form Targeting Content Distribution Location: West KZ + big cities (Almaty and Astana) Age: 30+ Interests: roofing waterproofing , foundations, reservoirs and water tanks & swimming pools, underground waterproofing, humid/wet spaces (kitchens, toilets, baths), Position: architects, buyers, foreman Thematic Facebook posts “Expertise” an d “Product Assistance ” will include information and link to MasterSeal page on our MBS KZ web - site TOOLS Digital Marketing Tools Analytics Mobile app Facebook Google Paid Search SE Optimisation 1.WEB - SITE (SEO) 1.1. Web – site optimization strategy Current situation Actions to be taken Lack of relevant p roduct pages and SE adapted content a) Update product page* Text only format is used for brand pages b) Update b rand page (use tables, infographics, charts, videos)* Outdated contacts. Missing “Find dealer” web - part(some pages) c) Manage and update c ontacts (dealers and sales)* Download area contains irrelevant for SE data d) Upload updated TDS files, brochures* Low page loading indicators* (JavaScript, CSS) * (see appendix 1 .) Further technical analysis from IT side is needed Possibility to use data from Cookies, Web - trends Analytics. 1. Actively generate traffic to Master Builders Solutions KZ web - site. 2. Additionally, rework “Stroybonus.kz” to get the grasp the potential of lead - generation (site has good UI/UX index). e. Possibility to embed call tracking system ( 1.1. e ) * See appendices 1.1.a , 1 .1.b , 1.1.c , 1.1.d , 1.1. e – For a detailed Plan of Actions 2. MOBILE APP 2.1. Mobile Application Optimization/Promotion Strategy Current situation Actions to be taken Outdated data (contacts, TDS files, News) a) Update mobile app content App Store Optimisation has not been applied b) Optimise Mobile Application for a better ranking at App Stores App Sore include three different applications when searching MBS c) Connect relevant functionalities of three applications into one When first downloaded, mobile app take some time to download all files increasing the waiting time. Can potentially cause a user to “bounce”. This connects to the App Store Optimisation point Has not been promoted via Digital and Offline channels Use Facebook, Web - site, Partners Web - sites to promote the app. Leaflets also can be used for promotion during trade shows. * See appendices 1.2.a , 1 .2.b , 1.2.c – For a detailed Plan of Actions 3. AdWords Recap: Flooring and Waterproofing & Sealants Industry Segment Product Target A Food & Beverage Flooring Ucrete & Master Top Owners Outbound approach Inbound approach Message 1: Ucrete – Unique longlisting industrial flooring solution . Durable , chemically and heat resistant, shock load resistant. Message 2: Ucrete – Hygiene flooring solutions which met HASSP standards that ensures food and product safety for farms and factories. Message 3: MasterTop 100, 430, 135 PG - best concrete floor / f loat - hardened surface which prolongs the life of floor in 4 - 5 times , easy to clean. 1 - 5 articles with topics such as (examples): 1. Top 10 facts about flooring durability. Best solution for FMCG sector. 2. Indestructible, heat, cold, chemical resistant floor. Ucrete – world’s best industrial flooring solution. 3. What are HASSP, ISO standards and its importance in Food and Beverage segment. 4. Hygiene flooring solution and legislative regulations, how to be sure that you factory follow them. 5. How to choose a concrete floor solution for your factory/plant. Content (advertising) placement Content Placement Facebook ads, promoted posts AdWords Promotion GDN promotion using banner ads Master Builders Solution Web - site: - Job references and articles - Lead Generation contact form Targeting Content Distribution Location: South, North Kazakhstan Age: 30+ Interests: Food industry, meat processing plants, sausage factories, plants, the production of beverage juices, dairy plants, dairies, poultry factories. Thematic Facebook posts “Expertise” an d “Product Assistance ” will include information and link to Ucrete and MasterTop page on our MBS KZ web - site Industry Segment Product Target A Civil Engineering Water treatment Waterproofing & Sealants MasterSeal Owners, Construction companies Outbound approach Inbound approach Message 1: Durable and high - quality materials used for waterproofing and sealant solutions. Message 2: Wide range and assortment of waterproofing materials for each individual case: reservoirs, roofs, groundwork, seams and construction joints. Everything from roofing to a substructure/base/foundation. Message 3: Client - oriented and flexible approach. We provide a comprehensive consultation and expertise for the Client , waterproofing material demonstration, drive - outs to the Client. We provide an individual approach. 1 - 5 articles about (examples): 1. Top 5 tips how to waterproof your roof. 2. What causes water reservoirs to leak, common mistakes. 5 ways to avoid them. 3. Types of waterproofing systems and sealants. 4. Innovations behind our waterproofing solutions. 5. Case study. An interview with our customer, what makes them happy. Content (advertising) placement Content Placement Facebook ads, promoted posts AdWords Promotion GDN promotion using banner ads Master Builders Solution Web - site: - Job references and articles - Lead Generation contact form Targeting Content Distribution Location: West KZ + big cities (Almaty and Astana) Age: 30+ Interests: roofing waterproofing , foundations, reservoirs and water tanks & swimming pools, underground waterproofing, humid/wet spaces (kitchens, toilets, baths), Position: architects, buyers, foreman Thematic Facebook posts “Expertise” an d “Product Assistance ” will include information and link to Ucrete and MasterTop page on our MBS KZ web - site Flooring and Waterproofing & Sealants – Search Trends Industry Segment Product Target A Food & Beverage Flooring Ucrete & Master Top Owners Some of chosen Keywords (Russian) Напольные покрытия, Полимерные напольные покрытия, полы ХАССП, полы HASSP, полимерный наливной пол, полеуретан - цементные покрытия, термостойкий пол, полы для пищевой промышленности, ударостойкий пол, вечный пол, ucrete , долговечный пол, эпоксидный пол, гигиеничный пол, стойкий пол, Промышленные бетонные полы, MasterTop , упрочненный пол, упрочненный беттонный пол, сухая упрочняющая смесь, топпинг для полов, бетонные смеси, средство для ухода за поверхностью бетона, неразрушимый бетонный пол, ремонт и восстановление старого бетона, жаробезобасный пол, стойкий пол, износоустойчивый пол, крепкий пол, упрочнение бетонных полов, жидкое цементное упрочнение, пол для влажных помещении, ударопрочный пол, эластичный пол ... According to Keywords planner, from 2013 to 2017 in Kazakhstan, the number of searches related to performance flooring increased by 95% from 10 090 to 19 690. As you can see, there is a constant upward trend of google searches of “performance flooring solutions” in Kazakhstan, o nly during winter times this index have been decreased slightly due to the seasonality. Same trend can be seen in search volume of waterproofing and sealants solutions (40% increase). If we will take a look on the Google search trends of keywords related to all our products (Kazakhstan), we can see a clear u pwa rd trend ( appendix 3.1 ). However, companies such as Maris Polymers, Weston, Kemiteks , Watershop.kz, and others use partisan - marketing for AdWords (people searching our products see these web - sites) to hunt our potential leads.( PROOF ) That is why, by creating AdWords campaigns for our products, starting from flooring and waterproofing & sealants segments is a right way to increase “cold calls”, generate leads. Industry Segment Product Target A Civil Engineering Water treatment Waterproofi ng & Sealants MasterSeal Owners, Construction companies Some of chosen Keywords (Russian) гидроизоляция, акриловая гидроизоляция, акты гидроизоляция, бетонная гидроизоляция, битумная гидроизоляция, битумная гидроизоляция кровли, битумная гидроизоляция, гидроизоляция +в ванной, пола +в ванной под плитку, +в доме, +в квартире, гидроизоляция пола +в комнате, швов, гидроизоляции, устройство гидроизоляции, устройство гидроизоляции пола, устройство гидроизоляции фундамента, утепление +и гидроизоляция, фундаментная гидроизоляция, эластичная гидроизоляция +как герметиком заделать швы, акриловые герметики +для швов, акриловый +или силиконовый герметик, герметизация ванны, герметизация ванны со герметизации, шнур +для герметизации швов ... Actions and Budget for AdWords 2017 1 2 3 4 5 6 7 8 ½ May June July Aug Sep Oct** Nov** Dec** $210* $300* $400* $400 $400 $300 $200 $200 $210* $300* $400* $400 $400 $300 $200 $200 ~$80 $150 $150 $150 $150 $100 $100 $100 ~$500* $750*** $950*** $950*** $950*** $700*** $500*** $500*** Year No Month Performance flooring Waterproofing and Sealants Google Display Network ads OVERALL per month ~$5 800 1 850 000 KZT *Recommended daily Adwords budget : $42 per 2 AdGroup , which predicted result is 41 click per day (Google Keyword Planner - Appendix 3.3 ) *Recommended monthly AdWords budget : $500 - $800. It is important to note, that bids will be adjusted upon results. We pay only for clicks. * *During winter time we decrease the monthly budget to AdWords Search Network due to the seasonality (see appendix 3.1 ) *** Adwords usually is not used during weekends as these searches are least effective in terms of leads, that is why we consider 20 days pe r month. 10 days as a half of the month. After getting first results, it will be possible to plan Adwords campaigns for other segment products. *** We increase price ONLY if we see significant results in a way of exceeding our Key Performance Indicators 4. Facebook Summary of “SMM_Strategy.pptx” Target Audience, Brand Positioning and Customer Path Gender : Male Age : from 30 to 50 y.o Family Status : Married Occupancy : Building related work; Manual workers, specialists, managers Income : B Education : Higher City : Almaty Device : Mobile phone OS : Android *Based on survey of Sales team Behavior for 5 months : • 5 - 6 « Likes » • 1 comments • 1 repost • *Based on analytics of MBS Kazakhstan Facebook page Average representative of our T.A ( focus on B2B) Channel Customer Path to Purchase/Sales Funnel 1. Facebook page Motivate T.A. to subscribe to our page via Facebook advertisements, Promoted Posts and Contests. 2. Web - site Subscribers then consume the content developed to stimulate conversion to the web - site 3. Phone or Contact form Web - site visitors then contact Dealers or Sales Team. *note that the number of potential leads naturally decreases down the way by the funnel. More people we have in step one, more we have in step 3. For more information see slide 10 in “SMM_Strategy.pptx”. For more information see slide 13 &17 in “SMM_Strategy.pptx”. Brand Positioning Rational Expert in construction, strong opinion leader, rational, informative and useful. Emotional Friendly and close to the clients problems (client oriented) , caring, attentive and emotionally fulfilling, interactive. Budget for SMM 2017 1 2 3 4 5 6 7 8 May June July Aug Sep Oct Nov Dec $150 $180*** $200*** ~$100 - - - - $100 $100 $100 - $60*** $80*** $100*** $100 $100 $100 - - $100 $100 $100 - - - $900 - - - - $900 $100 - 150 $100 - 150 $100 $100 - 150 $100 - 150 $100 - 150 - $450 $480 $1200 $200 $310 $280 $300 $1000 Year No Month Facebook advertisements* Promotion of publications** Video adaptation, translation *Contest* Big Prize fund *Contest* Small prizes fund OVERALL per month ~$4 220 1 344 000.00 KZT per year (1/4 of DM budget) *This is recommended monthly advertising budget for attracting new subscribers : $150 - $ 2 00 **Recommended monthly advertising budget for promotion of publications ( sales/brand - awareness oriented posts) : $60 - $100 *** We increase price ONLY if we see significant results in a way of exceeding our Key Performance Indicators (see SMM_Strategy Thank You for Attention! Almaty, 2017, Asset Mendesh Appendix 1.1.a. Plan of actions – Product pages 1. Analyze current Web - site Product Page 2. Form a list of products that: • Needs to be added • Needs to be replaced or deleted 1. Each Week add at least 3 new product pages 2. Add and link Brochures, TDSs with pages 3. Add “Where to buy?” Section KPI is to fill a product page Completely How it will look Web - site now Target Go Back Appendix 1.1.b. Plan of actions – Brand pages 1. Analyze current Web - site brand Page 2. Form a list of information for brand: • Needs to be added • Needs to be replaced or deleted 1. Add infographics, visual support, tables etc. 2. Add and link Brochures, TDSs 3. Add catalogues 4. Add “Where to buy” (Dealers) 5. Put product picture KPI is to fill all page for brands completely Web - site now How it will look Target Go Back Appendix 1.1.c. Plan of actions – Sales contacts 1. Collect Dealers contacts 2. Separate them by regions 3. Prepare their contact information and function and application, type information 1. Sort out distributors by regions 2. Add/change/delete information 1. Form a list of contact persons for each segment/product 2. Update all contact information 3. Add lacking contact information 4. Add dealers contact information web - part How it will look How it looks now How it will look Go Back Appendix 1.1.d. Plan of actions – Other activities • Update all TDS files, brochures, leaflets • Clean up the section • Upload updated TDS files, brochures • Refresh banners • Add teaser pictures • Manage Duplicate pages Go Back