marketing strategy presentation
TRANSCRIPT
BLC
ReferralSocial
Landing Pages
BlogContent Creation Organic Search
OutboundInbound
BLC
L P
Content Creation
MARKETING CHANNELS
L P
BLC
Content Creation
MARKETING TOOLS
CHANNEL STRATEGY GOALSPaid Advertising
• Phase-out high ranking “TBL” keywordsPhase-in new “expanded” target market keywords
• Reach new audience. Growth
• Promotional Driven
Organic/SEM
• Reach new audience. Plan for growth
• Naturally attract new traffic with content created around weight loss, diet, and healthy lifestyle
• Content Driven
• Nurture leads acquired from Weight Loss Calculator & other lead generation opportunities
• Up-sell, cross-promote new programs, new sessions to existing members
• Content Driven
Social
• Promote content through social networks
• Increase touch-point and funnel entrance opportunities
• Conversion focused; drive people to site
• Content Driven
Landing Pages
CHANNEL STRATEGY GOALSPaid Advertising
• Phase-out high ranking “TBL” keywordsPhase-in new “expanded” target market keywords
• Reach new audience. Growth
• Promotional Driven
Organic/SEM
• Reach new audience. Plan for growth
• Naturally attract new traffic with content created around weight loss, diet, and healthy lifestyle
• Content Driven
• Nurture leads acquired from Weight Loss Calculator & other lead generation opportunities
• Up-sell, cross-promote new programs, new sessions to existing members
• Content Driven
Social
• Promote content through social networks
• Increase touch-point and funnel entrance opportunities
• Conversion focused; drive people to site
• Content Driven
BLOG &CONTENT
CHANNEL STRATEGY GOALSPaid Advertising
• Success: Click-through to Landing Page
• Phase-out high ranking “TBL” keywordsPhase-in new “expanded” target market keywords (Future?)
• Reach new audience. Growth.
Organic/SEM
• Success: Click-through to Landing Page or Blog
• KPIs: Bounce Rate, Pages per Visit, Time on Site, Increase& increase in “Organic traffic”
• Reach new audience. Plan for growth
• Improve “TBL’ keywords ranking
• Success: Click-through to Landing Page or Blog
• KPIs: Deliverability Rate, Open Rate, Increase “Email traffic”
• Nurture leads acquired from Weight Loss Calculator & other lead generation opportunities
• Up-sell, cross-promote new programs, new sessions to existing members
Social
• Success: Click-through to Landing Page or Blog
• KPIs: Shares, ReTweets, Fans/Followers, & increase in “Social traffic”
• Provide consumer touch-points & funnel entrance opportunities
• Content (posts, tweets, videos, pins) is ‘conversion-focused’;drive people to site
MARKETING TOOL GOALS
Landing Pages
• Success: Sale
• KPI: Conversion Rate
Blog
• Success: Click-through to Landing Page (or Sale)
• KPIs: Views, Shares, Tweets, Post, increase in “Organic traffic
CHANNEL OBJECTIVES
• Increase Views (Organic, PPC, Social)
• Increase Channel Conversion Rates (Email, Organic, PPC, Social)
• Increase Memberships (Email, Organic, PPC, Social)
• Increase Renewal Membership (Email)
OVERALL MARKETING FUNNEL
BLC
Landing Pages
OVERALL MARKETING FUNNEL
BLC
Landing Pages
SOCIAL MARKETING FUNNEL
BLC
Landing Pages
PPC MARKETING FUNNEL
BLC
Landing Pages
SEM MARKETING FUNNEL
BLC
Landing Pages
EMAIL MARKETING FUNNEL
BLC
Landing Pages
LEAD NURTURING MARKETING FUNNEL
BLC
Landing Pages
XIMPROVED LANDING PAGE
Weight Loss Calculator
Add a CTA on BL.com to the free weight loss calculator.
As a resource tool, it should be added under Resources, Nutrition, Fitness, etc.
It applies to all areas and is an easier lead generation opportunity than others. (However, we still need to improve the newsletter CTA)
“Softer” CTAs.
BIGGESTLOSER.COM OPPORTUNITIES
CHANNELS
April 8-20, 2014
CHANNELS
CHANNELS
3.8%
6.4%2.7%4.2%1.1%1.1%2.0%
ORGANIC
SEO/SEM
21memberships / 1319 new visits = 1.16% conversion rate
PPC
ORGANIC
83 memberships / 1,961 new visits = 4.23% conversion rate
SEO/SEM
PPC
ORGANIC
Other metrics confirm:lower bounce rate, more pages per session, longer time spent on site.
ORGANIC
Users logged into Google when searching (HTTPS)
ORGANIC
ORGANIC
2 memberships / 149 new visits = 1.34% conversion rate2 memberships / 149 new visits = 2.7% conversion rate
REFERRAL TRAFFIC
81 memberships / 1672 new visits = 4.48% conversion rate
April 10-14, 2014
Referral
CONTENT
CONTENT
• We create content ourselves• We hire bloggers to create content• We re-post content (curate)• We encourage UCG• We work with third-party bloggers
CONTENT• Video recipes• Recipes• Video exercises• Success stories• Success videos• “How to” articles• “How to” videos• Health articles
(owned)• Health news (curate)• Q&A with Dolvett• Podcast• Q&A Members• User-generated
content• BL news
• Motivational images (Pinterest)• Re-pin, Repost content (Social)• Infographics (curated content)• Weight Loss Infographics (success
stories)• Etc., etc., etc.
SPECIFIC CONTENT IDEAS“Free Weight Loss Calculator”
“Weight Loss Plan”
“Get In Shape For Women”
“7 Weight Loss Mistakes Women Make”
“Easy Weight Loss Tips: 10 Ways to Lose Weight”
“Best Weight Loss Tips for Women”
PAID ADVERTISING
“BIGGEST LOSER” PPCHigher conversion rate
QUESTION:Would we reached this audience anyway?
ANSWER:Maybe… probably.
“WEIGHT LOSS” PPCLower conversion rate
QUESTION:Would we reach this audience?
ANSWER:No.
PPC
• No conversions, low sales conversions…. LEADS.
• Expand outside target audience?
SEM/SEO7th on “Biggest Loser Weight Loss Plan”
PPCPPC
6th for “Biggest Loser Weight Loss Program”
5th for “Biggest Loser Diet”
PPC
SEM/SEO6th on “Biggest Loser”
PPC
2nd on 2nd page “Biggest Loser Weight Loss”
2nd for “Biggest Loser Weight Loss Calculator”
“Biggest Loser Weight Loss Tips”
PPC
SOCIAL MEDIA: NEWS
SOCIAL MEDIA: BLOG
• The Biggest Loser Club Blog could become the go-to spot for news on Biggest Loser.
MISC
BEST LEAD GENERATION OPPORTUNITY
• Improve CTA
• Promote Weight Loss CalculatorLanding Page (Social, PPC, Organic)
• A/B Test CTAs
BEST LEAD GENERATION OPPORTUNITY
Improve CTA:
• “Look good, feel good with tips from Dolvett”
• “You CAN do this. Get updates, motivation and exclusive tips from Dolvett”
• “Be inspired & get motivated with tips from Dolvett.”
Other CTAs:
• Email results only
• Get result emailed to you
Wrong CTA
Wrong CTA
CTA?
IMPROVED LANDING PAGE
Provide thumbnail link to video http://www.biggestloser.com/fitness/exercises/daily-home-workoutThis is the 2nd most viewed page on the site after the home page.People would prefer a video, instead.
Provide the visitor an option to watch the video of the exercise. If we already have videos of these exercises completed, implementation would be easy.
BIGGESTLOSER.COM OPPORTUNITIES
TAKEAWAYS
• Blog (Content Hub is CRITICAL)
• Improve existing funnel
• Everything must have purpose!
• Follow 80% - 20% Rule for Value
• Lead Capturing & Nurturing is a priority
ACTIONS
• Build Blog
• Fix existing site & landing pages
• Start creating content
• Newsletter to “scrub” list