general assembly - digital marketing final project
TRANSCRIPT
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Business Model?Sell caps. Make $$.
MVP: March’s Value PropEXCLUSIVITY
Only 150 caps are made in each collection
STYLE Cool graphics, bold colors
MAKE Designed NY, made in USA
SELECTIVITY 5 designs adds simplicity to your choice
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Allllllllll the FEELS
have ATTITUDE
be DETERMINED own your STYLE
get CREATIVE
find INSPIRATION
find PASSION
keep it SIMPLE
live with CONFIDENCE
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KPIsAcquisition Page Views Unique Visitors
Conversion Conversion Rate
Bounce Rate Page Views/ VisitBehavior
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Traffic
• 47% direct traffic
• 41% referral
• 7.8% organic
• 2.1% Social
• 1.4% Email
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Acquisition Strategy
HOW?•Create email marketing campaign
•Engage with users on social media
1.4% Email
2.1% Social
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Email Marketing Flow Basic Email Flow:
1. “Thanks, you da best” Confirmation Email
Buyers Non-Buyers1. “Yo, Sup, Hello, Hi”
Welcome email
2. New product updates2. Product spotlight series • Quality • Production • Inspiration
3. Email Newsletter/ Promos/ Sales
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Pre-Written Product Reviews
Use & to increase review count.
METHOD: When users click on either icon in an email, a pre-written review will appear on the platform as a tweet or post, respectively.
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This will help drive traffic both via social media & email!
Here’s an example: ClickToTweet.com can help you create posts that pre-fill their statuses on Twitter.
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Email Newsletters Could Also Include:
•Interviews with artists, designers, and wearers of the brand
•Daily inspiration
•Updates on various social feeds
on
#forwardmarch@MarchCaps
March Chats with…Barclay Douglas, Designer & Creator of March Caps
Images, quotes, song tracks/ lyrics (*curated Soundcloud playlists)
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Email Marketing KPIs
•Brand engagement
•Repeat purchases
•Acquire & convert new prospects
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Conversions by the Numbers
*Set up Google Analytics to track online conversions*
From (Launch) Mid May - December 1, 2015:
~30 conversions total (on & offline)
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Boost Conversions Online• Create a sense of urgency (play up the exclusivity,
limited edition)
• Provide offer codes, referral codes, or product discounts
• Cart abandonment popup on website
Tweet, Facebook posts, emails: “Only __ left!”
“Don’t leave empty headed. Checkout now and get __% off”
Use Code MarchOff for: 10% 15% 20%
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What About the ‘Gram?
2,559 followers 137 followers 21 followers
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Lets G Shopping!
• SUGGESTION: Use soldsie or liketoknow.it to drive purchases
#
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Speaking of the Website…May 1 - Dec. 1, 2015
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Behavior Goals
HOW?
•Improve UX
•Add content to website
Pageviews
Bounce Rate
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with the CTRs. with the Bouncers.
SUGGESTIONS:
• “About” page
• “Press” page
• Create a blog
• Add a persistent top nav bar
UpDown
*A quick fix? Improve UX between story & shop pages…
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A Story & A Store.
This is what’s on your homepage.
Each design has its own story (landing) page.
But, each one is only accessible via homepage. Hat images link to shop pages.
What I mean is…
TAKEAWAY: It’s not easy to distinguish which is which.
Let’s go for a dive.
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Here’s where you land when you click on a story page above the fold.
As you scroll down the page, you learn more about the design…
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…and editorial description.
SUGGESTIONS:
• Combine story & shop • Change CTA buttons
…but when you reach the end of the page, you can only go to another designs shop page, NOT another story page.
…the inspiration…
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• Make social sharing icons more obvious, especially on your homepage and shop pages as those are the most frequently visited
Also…
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I Own You.
Earned Owned
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Paid Media Content
Use and for:
•Driving traffic to website
•Increasing awareness
•Boosting your posts
•Driving conversions
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Testing, Testing, A-B-CUse the content you have currently, create Facebook Ad
campaigns. Test different images & copy.
Content Editorial Product
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Facebook KPIs
• Click through rates
• Engagement (likes, shares, comments)
• Conversions
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SponsorshipsContinue reaching out to influencers
(people, publications, or related events)
(And if you can’t get in touch with Alexa Chung, it never hurts to
Tweet!)
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Social Media Improvement
• Instagram: #, @, link in bio.
• Keep social media reel updated on website
• Twitter: engage, follow, tweet @, and have an opinion on trending topics
• Integrate (Use a content management system to like Hootesuite for easier social management)
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Snapbacks on Snapchat
Around 30 views/day currently
How can you increase followers & views?
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Make it Snappy!•Acquire new followers
•Videos
•Takeovers
Post a the ghost (your code) on Instagram, Facebook, Twitter, Google+, Pinterest, and in emails
Create longer, cohesive stories (BTS footage, designing in progress, interview snippets)
Find influencers! (e.g. @coffeenclothes might be a good one)
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MARCH CAPS
THANKS!