Download - Digital Marketing - Baroness Coffee Case
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Karina Ross, Sarah Bielack, Saskia Geilenkirchen, Rafal Brinken & Cole Ericson
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AGENDA1. Baroness Overview2. Competition and Target Market3. Keyword and Content Research4. Results from PPC Campaigns5. Analytics Recommendation6. Social Media Strategy
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Company Background
Founded in 1995 by Daily JamesInspired by failed business planOffice Coffee SupplierDenver Coffee ShopsCoffee Carts/ Kiosks
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Strengths• Unique Services• Local/Small Business• Loyal Clients
Weakness• High Employee Turnover Rate • Lack of Marketing• Out of Date website• Unwilling / hesitant to change
Opportunities• Growing their roast business• Expand website, offer online shopping• Catering business with Denver
Convention Center
Threats• Kureg• Growing competition• Economy, cutting unnecessary costs • No mission statement or vision
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Current Website
Website created in early 2000’sCreated by third party
Not able to updateInformation is no longer relevant
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• Long Copy• No Call to Action • Written by third party
– Well written, descriptive words– Hard to browse, essay form
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Future Plans for OnlineMain Goal- Increase Brand Awareness
– Est. relationships with consumers– Install trust
Objectives – Increase Credibility– Increase Usefulness– Increase Usability
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Target Market
Quality coffee
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Group 2: KeurigGourmet office coffeeFirst choice coffeeStarbucks
Group 1:Baroness coffee360officecoffee
CompetitionStarbucks
360office coffee
First choice coffee
Gourmet office coffee
Keurig
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KEYWORDS
We included - 234 keywords
The most successful - beans coffee
Only 30 % of our keywords really worked
We used mostly used broad match type
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Keywords
The general formula: Quality score + Landing page + Relevancy
= Successful Keyword (high ad rank)
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Examples
buy green coffee beans
Call to Action
“buy coffee beans wholesale”
“how are coffee beans roasted”
"coffee beans"
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Examples
Baroness unique coffeewww.baronesscoffee.comCome to us today and enjoy our coffee
Google ad Baroness coffee shop
www.baronesscoffee.comPassionate about coffee ?Come and share it with us
Social Media ad
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Results from PPC Campaigns
• 1 campaign with 3 ad groups• 49 clicks in 2.5 weeks
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Results from PPC CampaignsAd group Coffee beans Catering Office coffeeImpressions 17,031 641 3,822
Clicks 34 6 9
Click-through-rate 0.20% 0.94% 0.24%
Conversions 0 0 0
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Analytics Recommendation• Google Analytics
- To see results of campaign on website- Track actions on website- Track conversions
• Facebook Insights- Track page likes, post reach and engagement
• Ad Manager (Facebook)- See ad performance
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Social Media Channels
Maybe LaterPriority
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KPIs
• engagement rate• shares • CTRs
BE SOCIAL!
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Ending RemarksIncrease Brand Awareness: creditability, usability, usefulness
Follow peer B2B marketing strategies examples
Quality keywords fit together with landing page, relevance
Remember the human element of B2B
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Any Questions?