MARKETING STRATEGY
PRESENTED OCTOBER, 2019 |
AMBER TURRILL
INTRODUCTION
This marketing plan is intended to cover a buyer strategy for Herbicus using the following methods:
INTRODUCTION
For the first six months of your work with the brand, I’d recommend focusing solely on this five-pronged approach in order to gen leads, create brand awareness and begin building revenue.
The more revenue opportunities you create, the more can be re-invested into marketing.
ANALYTICS/CURRENT STRATEGY
ANALYTICS/CURRENT STRATEGY
The previous slide contains a look at your traffic since Jan 2019.
We don’t have a lot of traffic to work from, but the two elements that stand out to me are:
ANALYTICS/CURRENT STRATEGY
Unfortunately, the majority of your keywords are “not set”, meaning we can’t be sure what keywords have led people to your site – however, the fact they’re getting to you organically is a good sign, so we do need a sharp content strategy that will get that traffic solid into the funnel with sign ups.
WEBSITE: INITIAL IMPRESSIONS
The website has a clean look to it
Information about what is in the product is a bit sparse
The primary focus is on how herbicus tastes like coffee
The information on the cooking process is well done
Mentions one herb: Ashwaganda (but it’s not specified if that is in the mixture)
Many people have allergies to different herbs, and they cannot make a determination about what is in it based on the information given
WEBSITE: INITIAL IMPRESSIONS
There are mentions about Ayurvedic, Chinese, and European herbalism in “one portion”--this needs some clarification. Perhaps this information could be expounded upon.
One thing that you mention is that the beverage will be a benefit to the customer. It might make sense to clarify how, via the descriptions of the type of herbalism and/or herbs that you are using.
When you go to the home page, you have to click on “Root Coffee” to learn about the product before being able to go to the buy option.
Repeat customers wouldn’t need to read about the product again
Perhaps a button such as “shop now” at the top would be beneficial
COMPETITORS
In order to understand what we’re up against in the marketplace, it’s important to take a look at coverage.
In the next several screens, we’ll take a look at competitive research and competitive data to make decisions about how best to market.
COMPETITORS
The competitors that are buying coverage are our true competition in the marketplace, because this is who we’re up against as we build out our marketing.
For this report, I focused on the following keywords:
COMPETITORS
COMPETITORS
COMPETITORS
We’ll start by taking a look at some of the PAID search coverage on Google and Bing. What you’re seeing below are search results.
HERBAL COFFEE search results – on google.de, English language
Second page of search results.
MOBILE search results – reflecting what the search looks like when it’s done in Switzerland. Google shows different results depending on where you’re looking, so it was important to focus on this information as well.
Kräuterkaffee Google Ads Results (as if search was being performed in Switzerland)
Kaffee-Alternative Results
COMPETITORS
Competitors:
MUD/WTR
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COMPETITORS
Competitors:
MUD/WTR
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COMPETITORS
Competitors:
MUD/WTR
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COMPETITORS
Competitors:
MUD/WTR
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COMPETITORS
Competitors:
MUD/WTR
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COMPETITORS
Competitors:
MUD/WTR
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TAKE HOMES:
OTHER WEBSITE NOTES:
There is no “Shop” button or direct path to buy from the Top Nav.
Maybe “Root Coffee” should be changed to “What is Root Coffee?” to draw people in?
All “Try It Now” type buttons lead to the same product page:
https://herbicus.com/en/product/root-coffee/
That page does not specify any type of quantity. You don’t know if you get 1 pack for $3 (probably) or what.
The “Read More” button introduces an opportunity to not buy and go away for the product page and out of the buying funnel.
OTHER WEBSITE NOTES:
That type of button usually gives a a javascript pop up window on click mouse over with more in depth description of that particular product, not an overview of the product line. This button just puts you back to the “Root Coffee” page which may be where you just came from.
About Us page.
No way to go directly to purchase. No Shop button and no “Try It Now” button.��
OTHER WEBSITE NOTES:
PURCHASE FLOW:
1. There should be a “Shop” button in the menu. There’s no way to open the site and start buying.
2. Most of the buttons that take you to the shop are full screen width. I thought they were a section header, not a button. They don’t look like buttons.
3. Once you reach the shop page - The shop has literally one item. It’s a product page.
It’s ok that they only have 1 item but there should be a $3 for one pack $8.50 for a three pack, etc (I know we did discuss this when we chatted)�
OTHER WEBSITE NOTES:
4. If I want to buy more than one pack, I have to add click “Add to cart”, go to the shopping cart,…. wait. No. There’s no way to buy more than one pack, even by trying to update the quantity in the cart.
5. Back at the product page. If I hit the “Add To Cart” button while I have the 1 item I’m allowed to buy already in the cart, I get an error literally saying “You cannot add another “Root Coffee” to your cart. It’s telling me it won’t take my money and if I want 10 packs, I have to go through the entire checkout process 10 times.�
Picky technical stuff.
The images are beautiful but massive (probably 2000 pixels tall. That’s not a huge deal with US broadband but in Europe, the bandwidth can be slow..
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KEY DIFFERENTIATORS
BUYER FUNNEL STRATEGY
FUNNEL STRATEGY BREAKDOWN
SEO/CONTENT MARKETING
SEO/CONTENT CHECKLIST:
CONTENT CREATION
There’s so much we can do here, and it doesn’t have to be about a straight-up blog. Go to Fiverr.com and spend $5 for a designer to create a “Caffeine Withdrawal Facts” infographic that you pair with your content once a month. The idea is to build the content bank over time, not for you to feel like you have to do all this in one month.
CONTENT CREATION CHECKLIST:
ALL these then turn immediately into site content and social posts.
SOCIAL
We’ve already covered much of this in other areas. The idea is engagement, so most of our social strategy will focus on our content creation while we use paid ads and natural follow techniques to gain followers.
SOCIAL CHECKLIST:
PAID SEARCH
The idea behind paid search is to quickly create and scale likes AS WELL AS bring new followers into the funnel once it’s built.
To this effect, we’ll need a:
PAID SEARCH CHECKLIST:
OUTREACH
Another important part of what we’re doing features reaching out to have influencers try the product. I think this is more of a long-term step than an immediate step, so let’s table for now – I’m happy to create you a list of influencers. Let’s talk more about this.
OUTREACH CHECKLIST:
OCTOBER STRATEGY:
SEO:
CONTENT:
OCTOBER STRATEGY:
CLICK:
NOVEMBER STRATEGY:
FUNNEL MARKETING:
PAID SEARCH:
NOVEMBER STRATEGY:
OUTREACH:
GENERAL:
DASHBOARDING:
DECEMBER STRATEGY:
SEO:
CONTENT:
DECEMBER STRATEGY:
FUNNEL MARKETING:
PAID SEARCH:
SOCIAL:
SOCIAL MEDIA CONTENT
What should you post on social? Because engagement is the most important thing, let’s make this easy:
SOCIAL MEDIA CONTENT
Sitting down one time a month, creating this and turning an INFOGRAPHIC that is created on Fiverr into a blog post will serve you well.
You don’t need to do much here – ultimately, what the research in this project has shown is NOT that your social is lacking, but that you’re not doing enough of it, and not actually sending traffic to it. Your previous social media posts are great!
SOCIAL MEDIA CONTENT
So rather than reinvent the wheel, it makes the most sense to do what you’ve already done well, turn it into a calendar – use the app BUFFER so you can repost social media posts that have done well, and go from there. Sitting down to do it once a month will save much of the headache you’re currently experiencing.
CONCLUSION
Let’s hop on a call when you have time and go over these points, so I can answer any questions you have. I’m also happy to provide some sample posts – thanks so much!