Karina Ross, Sarah Bielack, Saskia Geilenkirchen, Rafal Brinken & Cole Ericson

AGENDA1. Baroness Overview2. Competition and Target Market3. Keyword and Content Research4. Results from PPC Campaigns5. Analytics Recommendation6. Social Media Strategy

Company Background

Founded in 1995 by Daily JamesInspired by failed business planOffice Coffee SupplierDenver Coffee ShopsCoffee Carts/ Kiosks

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Weakness• High Employee Turnover Rate • Lack of Marketing• Out of Date website• Unwilling / hesitant to change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

Current Website

Website created in early 2000’sCreated by third party

Not able to updateInformation is no longer relevant

• Long Copy• No Call to Action • Written by third party

– Well written, descriptive words– Hard to browse, essay form

Future Plans for OnlineMain Goal- Increase Brand Awareness

– Est. relationships with consumers– Install trust

Objectives – Increase Credibility– Increase Usefulness– Increase Usability

Target Market

Quality coffee

Group 2: KeurigGourmet office coffeeFirst choice coffeeStarbucks

Group 1:Baroness coffee360officecoffee

CompetitionStarbucks

360office coffee

First choice coffee

Gourmet office coffee

Keurig

KEYWORDS

We included - 234 keywords

The most successful - beans coffee

Only 30 % of our keywords really worked

We used mostly used broad match type

Keywords

The general formula: Quality score + Landing page + Relevancy

= Successful Keyword (high ad rank)

Examples

buy green coffee beans

Call to Action

“buy coffee beans wholesale”

“how are coffee beans roasted”

"coffee beans"

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

Results from PPC Campaigns

• 1 campaign with 3 ad groups• 49 clicks in 2.5 weeks

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

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

Social Media Channels

Maybe LaterPriority

KPIs

• engagement rate• shares • CTRs

BE SOCIAL!

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

Any Questions?