online marketing plan - martin meister

Martin Meister

MomentosDulces.cl - Online Marketing Project

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INNOVATIVE MARKETING PLAN

FOR

THE SWEET FOOD AND HOMEMADE DESSERTS COMPANY

“MOMENTOS DULCES LTDA.”

A CHILEAN EXAMPLE

Martin Meister

AD 737 – Innovative Marketing Techniques – Boston University

Professor Dr. Andrew Banasiewicz

April 2013

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Table of Contents

Abstracts ................................................................................................................................ 3

Project Proposal .................................................................................................................... 4

Company Overview .............................................................................................................. 4

Company´s Background ..................................................................................................... 4

Company´s Mission and Objectives ................................................................................... 5

Products and Services ......................................................................................................... 5

Situation Analysis ................................................................................................................. 6

Market Trends ..................................................................................................................... 6

Target Market ..................................................................................................................... 7

Competition ........................................................................................................................ 7

Swot Analysis ..................................................................................................................... 8

Set Marketing Opportunities ............................................................................................... 8

Proposed Online Marketing Strategy ................................................................................. 9

Website Creation ................................................................................................................. 9

SEO Search Engine Optimization ..................................................................................... 10

Social Marketing Websites ............................................................................................... 10

Email Marketing Campaign .............................................................................................. 10

Search Engine Marketing (SEM) Campaign .................................................................... 11

Strategy Evaluation ............................................................................................................ 11

Online Marketing Plan Implementation .......................................................................... 11

Website Creation ............................................................................................................... 11

SEO Search Engine Optimization ..................................................................................... 17

Social Marketing Websites ............................................................................................... 23

Email Marketing Campaign .............................................................................................. 31

Search Engine Marketing (SEM) Campaign .................................................................... 35

Some Analytics Results ...................................................................................................... 38

Webpage Snapshots ............................................................................................................ 41

Conclusions and Recommendations ................................................................................. 50

References............................................................................................................................ 52

Appendices .......................................................................................................................... 54

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Abstracts

The present project addresses the creation and implementation of an Innovative Marketing

Plan for the familiar venture Momentos Dulces Ltda., a bakery and pastry shop dedicated to

the manufacture of sweet meals and craft homemade desserts for special local events and

parties in Santiago of Chile.

To accomplish the project we developed the company´s overview, made a market analysis

and proposed and implemented an entire Online Marketing Plan, where we included a

whole new website with its associate blog site, an entire online marketing campaign

including Search Engine Optimization (SEO), enabled a social marketing strategy through

Facebook and Twitter, generated an online Email Marketing sending and a Search Engine

Marketing (SEM) hiring a Search and Display Network advertising with Google Adwords.

Finally we used Google Analytics to evaluate the results, being the most valuable outcome

the generation of three product quotes, aligned with the goal of four new monthly events.

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Project Proposal

The bakery and pastry shop Momentos Dulces Ltda. is a small familiar venture dedicated to

manufacture sweet meals and craft desserts for special local events. It is located 25

kilometers from Santiago of Chile, specifically the district of Chicureo.

Actually the venture generates their clients by the word-of-mouth associated to their

founders. They believe that having a professional looking website, an integrated social

media platforms and online awareness will allow them have more customers, that is why

the objective of this project is to develop and host a brand new website, where customers

and prospects will find convenient information related with new products, sweet meals

recipes, or future activities like cooking workshops. It also needs to have the ability to

capture the prospects´ information through online application forms.

After the creation of the new website with its associate blog site, an entire online marketing

campaign will be developed to attract traffic to the site. The campaign will include Search

Engine Optimization (SEO), enabling social marketing through Facebook and Twitter,

generation of an online Email Marketing sending, and a Search Engine Marketing (SEM)

hiring search network advertising with Google Adwords.

Company Overview

Company´s Background

The Momentos Dulces Ltda. venture started a few years ago here in Santiago of Chile when

their founders Maritza Cottenie and her daughter Alexandra decided to sell the sweet food

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and desserts they used to prepare for the delight of their family, relatives and friend

especially for occasions like birthdays, weddings, Christmas in between many others.

Now they have a prosperous small family business but still a hobby one, because Maritza

works as a School Principal and Alexandra is studying Engineering. However, they want to

grow and go beyond the word-of-mouth, capturing new customers. Maritza thinks that this

would be an excellent initiative when she retires and Alexandra is willing to spend time in

this venture because she loves cooking.

Company´s Mission and Objectives

The mission of the company is to provide craft sweet food and homemade desserts, using

the best natural ingredients to satisfy high-end customers that want to use them to

accompany their special family events.

By the other hand, for their founders the venture mainly meets two objectives: be a high

satisfying hobby and the source of additional incomes.

Products and Services

At the present they sale sweet foods like cakes, kuchens, pies, cheese cakes, bonbons,

cookies, mousses, flans and light preparations, in between many other kind of desserts.

These products are manufactured upon request and are delivered for special family events

or occasions. Besides this, they periodically organize cooking workshops, mainly for kids.

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Situation Analysis

As we mentioned this is a small family venture inserted in the competitive and atomized

market of sweet meals, where we find pastry, bakery and dessert manufacturer and traders.

In this context they would like to consolidate their presence in a specific geographic sector

of the Chilean capital Santiago, especially the high-end homes from the north of the city.

The short-term goal will be to satisfy 4 events per month, doubling the actual performance.

Insofar this goal is reached; the founders will analyze the possible growth strategies, which

can include the development of new products and services, expand to new geographic

locations or include new distribution channel like wholesales.

Market Trends

There are not many studies related with sweet meals like desserts, ice cream, or cakes or

pies in Chile. On the other hand, the suppliers like bakeries and patisseries are wide and

disperse, without mentioning the supermarkets, most of them having their own patisseries.

Said this, according to a research made by the market intelligence company Latin American

Markets, the consumption of desserts and ice-cream has grown almost 25 percent up to

2005 thanks to premium products, estimating that about 80 percent of all the households in

Chile consumes prepared desserts. Also, customers are increasingly getting more

demanding, looking for new flavors and textures, wanting to enjoy with more unique and

varied products (LAM, 2005).

To have an estimation of the potential market growth we can see the ice-cream market,

which positions Chile as the major consumer in all Latin America, reaching almost 8 liters

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per capita, but far from the US market, that steep near the 20 liters per capita (Estrategia,

2010).

Target Market

The primary customers will be the high-end households from the north of Santiago,

specially the districts of Chicureo, Huechuraba and Lampa. We distinguish that the decision

maker will be housewives with kids, who have short time or do not know how to prepare

sweet meals and desserts, make the appropriate combinations with the event occasion and

do not want “industrial food”. Rather, they want homemade craft food prepared from

natural ingredients.

Competition

As we mentioned, the sweet meals market is very wide and disperse, with low entry

barriers. Their main actors are represented by well-established bakeries, patisseries and

supermarkets that have a wide extension over the city, some of them with multiple

branches. After them we have local stores that only serve specific geographic zones and

segmented companies who manufacture specific products like birthday or wedding cakes,

funny meals or cookies.

For the more information about competitors see Appendix 1 for the analysis of three

companies that manufacture similar products to Momentos Dulces Ltda.

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Swot Analysis

Table 1: Swot Analysis Summary

Strengths Weaknesses Geographic location No history, comes from amateur hobby Community knowledge No store Cooking expertise Website Absence Home delivery Founders have other formal activities Founders enthusiasm

Opportunities Threats

Market growth Supermarkets offer cheap products

Increasing natural food requests Potential entrance of a fine bakery store

Potential customers´ lack of time

Most competitors dedicated only to cakes

Set Marketing Opportunities

Since this venture is starting as a more formal company and does not have a physical store,

one of the greatest marketing opportunities is having a website, enabling potential

customers to watch their products, the past and future events and workshops, look for

natural recipes and interact directly with the founders and in between them. Because of

communities´ knowledge and the word-of-mouth strategy that the owners have fallowed it

is crucial to include social medias marketing like a blog, a Facebook page and a Twitter

account, allowing the customers´ and incrementing their loyalty. The website will be hosted

in the US but with a Chilean domain: www.momentosdulces.cl (sweet moments).

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After enabling the site, the major objective of the online marketing plan will be to drive

visits to the website, generate online quotes, and finally sales.

Proposed Online Marketing Strategy

1. Design and host the MomentosDulces.cl website.

2. Optimize web organic search positioning by optimizing keywords.

3. Enable social media platforms like Facebook and Twitter, including a blog site.

4. Generate an email marketing campaign.

5. Conduct SEM Google Adwords campaign.

Website Creation

Design

The website will need a professional look because we are reaching high-end households

and the referent competitors´ sites look like that (see Appendix 1). Another important issue

is the functionality; we have to remember that the target market does not have too much

time to spend in a difficult navigation site; we need to design an easy to use one, where

they can find the relevant information like the category of products, testimonials, blog,

prices, ways of contact, etc.

Content, Customization, Community and Communication

The website´s objectives will be to serve as an online catalog where potential customers can

navigate and find the best combination of sweet meals and desserts for their special events.

To accomplish this, the site needs to have a clear display of products, with photos, prices

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and the ingredients. The other important issue is being a point of contact for the customers,

where they can ask for recipes, ask advice of sweet meals combinations, know the last

products developed, and any other issue that they would like to share. We have to

remember that up to here all the sales have come from the word-of-mouth, which is why we

have to enable all the possible platforms to increase the social networking. This sense of

community will be supported by satisfied customers.

SEO Search Engine Optimization

An organic search engine positioning will be developed, carefully choosing the right

keywords to increase the search engine ranking and consequently drive more visits to the

website. The words will be related with the type of products and service´s attributes, the

target market, geographic location, and any other particular characteristic. We will make a

list of potential keywords and then run tests through Google.

Social Marketing Websites

We will create a Facebook page to be a point of customers´ contact, allowing the referrals

increase, mainly because almost 80 of consumers trust peers recommendations (Newlands,

2011). Also a Twitter account will be opened to notify about new products, workshops or

relevant information for the followers. A blog site will be created to include all the content.

Email Marketing Campaign

An email marketing campaign will be developed using the internet based tool provided by

MailChimp.com. For test purposes the mail list will be BU students, friends and relatives.

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Search Engine Marketing (SEM) Campaign

The online marketing strategy will focus on organic methods, however we will use Google

Adwords search and display network to increase the website´s visits identifying the related

keywords.

Strategy Evaluation

Since the company did not have any presence on the web, it is difficult to develop an

optimal evaluation. However we will track three events: (1) Web organic search position,

(2) amount of visits to the site, (4) Facebook and Twitter followers and finally (4) the

amount of quotes.

Online Marketing Plan Implementation

Website Creation

As we mentioned the first step of the online marketing strategy is the creation of the

website itself. There are lots of issues to take in consideration when developing a website,

and has to deal with the design and functionality both balanced in the proper measure. A

good design is not just about how the site looks; it is made up by three non-technical

components: the aesthetic design, the informational design and the interface design (Collis,

2008).

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The aesthetic design is how the site looks; in our case we tried to make it look nice and

friendly, with good pictures and a rotating header banner, a company logo, funny and

medium-big typos, not much information and clear sections and buttons.

The information design deals with how efficiently and effectively customers can find and

digest information, in our case every page did not have more than 200 words, with a clear

title and instructions.

Finally the interface design considers the arrangement and make up of how users can

interact with the site, this means the menu bar, components, banners and forms making the

experience of using the website easy, effective and intuitive. Taking this in consideration,

the site was designed with a clear menu bar, internal search capabilities, “follow us” and

share social media buttons, newsletter subscription, testimonies and recommended products

banners.

In the next page we can see the home page with the most important characteristics we

mentioned. The header, menu and right side column stays the same for every page.

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Another critical issue is the products´ display, for that purpose we developed a list of

products´ category (as seen in the snapshot bellow) and by clicking one of them we access

the category gallery where we find the different offers. For those customers that want more

Company´s Logo

Rotating Banner Easy Navigation Bar

Social Medias Buttons

Search Option

Subscription Capability

Only Relevant Information

Social Medias Share

Clear Title

2nd way linked info

Nice and Friendly Typos

Rotating Testimonials

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details, they can click any photo and get a display with the detailed products and its most

important characteristics.

Finally and not less important we developed a contact form, linked in the menu bar and in

different sections and pages of the site. The contact form helps gathering information of

Products´ Category

Product Display

Category Gallery

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customers, their concerns and complains and most important sale leads to be transformed in

orders.

Website First Evaluation

After running our first Email Marketing and SEM Google Adwords campaigns (specific

details in the respective section) we saw by analyzing the Google Analytics´ visitors flow

that the mail requests (3 sale leads) passed through the About us, Delivery and Services-

Prices pages, showing that people need to be informed before requesting a quote and do not

waste time in collateral pages.

Contact Form

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Interesting information came from the Page view report that indicated that the

Products/Cakes, Products, Home, Services+Prices and About Us pages were the ones with

the higher page views, with a total of 66%. This rate excluded the entrance pages to avoid

the obvious impact of the Adwords campaign.

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As recommendations, we suggest enriching the products´ page, generating more awareness,

more details, put prices and call to action buttons to prevent leaks to other pages or dilute

contact generation.

SEO Search Engine Optimization

The second stage of our Online Marketing Plan was to obtain an optimum Search Engine

Optimization (SEO) for the website, for this purpose the first and most important task we

developed was the keyword election. The keywords are the phrases or terms that a site has

and by the ones it is going to be found in the internet searchers. A good keyword election

along with its use in the body, the title and description tags of all the website´s pages can

increase the probabilities of a higher search rank (using the specific keywords) and

consequently more visits to the site.

Before we started the keyword seeking and SEO enhancement, almost all the landing pages

had their correspondent text, links and photos, but not created from the keyword´s point of

view. Even more, the majority of the words were not tested or contrasted with any search

engine, not knowing their popularity, relevance or use by competitor websites.

Notable case was the webpage´s first title “Postres Caseros para Despacho” (Handmade

Desserts for Delivery), not really SEO focused.

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Strategy to get the Keywords

Starting with the strategy, the first thing that we did was to use the Google Adwords´

Keyword Tool to start testing and populating possible keywords for the site. In our case we

established the location to Chile, with all languages and exact phrase match.

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The result was a list of potential words to be used, and recommendations for other

potentially relevant ones that we can see in the next snapshot of the Google´s Keyword

Tool page.

To complement the list of words we tried to use the tool “Find Keywords” from

Wordtracker.com. Unfortunately this tool only finds keyword searches for the US and UK,

which was inappropriate or not effective for Chilean searches. A thing to say, it was very

useful in looking for potential variation of keywords, the ones we tested in Google

Adwords.

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With all the potential keywords gathered from the different sources we constructed a long

list of 109 words and phrases; see Appendix 2 for a selection of the 30 most important

ones. These keywords were tested in three ways: by the Google´s Keyword Tool, Google

searches and the use by competitors’ sites, resulting in a short list of 11 relevant keywords

ranked by search popularity, relevance and competition use. We also determined in which

landing pages this words were relevant to use for the title, description, meta keywords and

body text.

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TABLE: TOP of Keywords - MomentosDulces.cl website

Keywords (amount) (H, M, L) (H, M, L) Link Pages

Popularity Relevance Competition

Tortas a domicilio 140 H H ALL

Postres a domicilio 46 H M ALL

Pasteles a domicilio 58 M H ALL

Tortas a pedido 210 H M HOME. QS, SP, CONTACTO, TEST

Venta de tortas 73 H M HOME. QS, SP, CONTACTO

Tortas infantiles 1600 H M HOME, QS, SP

Tortas para cumpleaños 140 H M HOME, QS, SP, TEST

Tortas para matrimonio 110 M M HOME, QS, SP, TEST

Postres para matrimonio 73 M L HOME, QS, SP, TEST

Tortas de novios 3600 M M HOME, QS, SP, TEST

Tortas para bautizo 320 M L HOME, QS, SP, TEST

Website Optimization

The last stage was to use this optimized keywords to complete and develop for each landing

page the appropriate title, description, meta keywords and enriched content. For this

purpose we used the Wordpress´ All in One SEO Pack plugin.

Here we see an example of the “About Us” page:

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Search Optimization Evaluation

Since the website and domain had less than a couple of weeks of creation, it is was very

difficult to have organic visibility on internet, especially when running engine searches.

Doing a search test on Google.com we found that for selected keywords

MomentosDulces.cl did not appear; even more it was not ranked yet.

This is consistent on how organic SEO works, even performing all the necessary tasks to

enhance search ranks, it can take between 30 to 180 days or more to generate results

(Martinez, 2011) and will depend on the quality and quantity of the inbound links, the

domain´s age, the site´s authority and primacy, and all the keyword selection and

implementation in the pages title, description and body text editing (Grappone & Couzin,

2011).

Taking this consideration we ran a test with Rankingtoday.com for the home page

MomentosDulces.cl to evaluate the performance of the variables we controlled: the page

structure, meta tags, keyword density and link bounds. After running the test we found

some problems with the images weight, meta description and meta keywords lengthy,

keyword stuffy and some broken links. Details are found in Appendix 3.

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After fixing the detected problems, the performance increased in almost all the topics, as

seen in the final Rankingtoday.com evaluation output:

Social Marketing Websites

After developing the site momentosdulces.cl and enhancing the search engine capabilities

by the correct SEO strategy we needed to generate inbound links, and one of the best’s

ways to accomplish that goal was to develop a Social Media Marketing Strategy, because

today’s social platforms are more that driving buzz; they are generating real purchases and

other real-world decisions (Thomas, 2011). This means that having social outlets like blogs,

Facebook, Twitter or LinkedIn in between others, can really open up new access points for

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businesses, leveraging the creation of content, context, connection, and community, also

adding leads generation, nurturing, and sales conversion (Jantsch, 2009).

Social Media Strategy

As we mentioned, an active presence in social media environment will increase the

probabilities of having inbound links for the website, that is why we created a Blog site, a

Facebook page and a Twitter account. The main site and the blog page were created to tie

all the social media activity.

The primary website – www.MomentosDulces.cl

As we see in the bellow snapshot, the main page has some buttons and links that connect to

social medias sites and pages. In the right side bar we see the Twitter and Facebook buttons

that takes to the respective accounts, also RSS connection was included, every page has the

capability to share all the content, and finally the main toolbar has a button that links to the

Blog site www.Blog.MomentosDulces.cl.

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Social Medias Buttons

Social Medias Share

Blog´s Link

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The Blog Site – www.Blog.MomentosDulces.cl

The blog site is one of the most relevant pieces of the social media marketing strategy; here

will can allocated important content, the doorway to all the other social marketing.

Link to Main Site

Blog Link

Link to Main Site

Link to Main Site Last Post

Last News

Blog´s Categories

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According to Thomas (2011) blogging activity can bring several business benefits, in

between the most important we can mention: drive traffic via the production of new

content, allows free feedback and function as focus groups, give the organization a human

face, demonstrate customer service in full view, help reputation management and growth of

users base.

The relevant point is to share content that is important for the potential customers, in our

case share different types of dessert recipes, post important advices of cooking, give

awareness of new products, events and workshops, also including periodical testimonies.

The blog site´s design also had information about the company, how to contact us, a link in

the toolbar to the main site, and the blog link where the content is allocated.

Three functional boxes were displayed to strategically attempt to drive visits to the main

site. Finally, in the right column we created widgets with categories, the last news, the

upcoming events and much more.

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As an example, we can see a post of a “Homemade Flan”

The Facebook Site – www.Facebook/PastelesMomentosDulces

A Facebook page can boosts business because it can go beyond simple relationship

building. In between others, it can build awareness, brilliantly distribute information, create

community, offer additional low-cost customer service and can boost sales (Thomas, 2010).

To take advantages of these characteristics the Facebook page was created to prioritize the

community formation. To accomplish this objective it is crucial the owners´ engagement.

The community starts with them, and as far as they contact with friends, relatives and

neighbors the “fans” will grow.

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To attract and form the community it is important to include all the new products, activities

or recipes developed and post them with lots of photos. All the community needs to

participate, so the events and parties´ chronicles are a must.

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The Twitter Account – www.Twitter/PostresMD

As a media of “instantaneous” messages a Twitter account was opened to serve as a

primary source of news, related with events, new products or announces that new photos or

recipes are available in the main site, blog site or Facebook page.

A final consideration to mention is the integration of the different platforms, one of the

clues to success in Social Marketing. That is why a plugin was installed in the Blog´s

website to enable the possibility of simultaneous information spread. As an example we can

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see “Publicize” that automatically allows the population in Facebook and Twitter of a post

made in the Blog site.

Email Marketing Campaign

For this campaign we used the free option that offers the Mail Chimp Company

(www.mailchimp.com). This allowed us create, send and track the first Newsletter and

generate a widget in the website to gather website´s follow-ups, especially the ones that

come from organic and paid searches. This will be very import in the near future because

here it can be collected subscribers´ emails (see Appendix 4).

Campaign´s Objective

The objective of this first campaign was to drive visitors to the site, especially the Home,

Products, and the Delivery pages. As recipients´ list were known people (BU classmates,

friends and relatives) the clicks-through objective was set in 10%, far more than the

average (MailChimp, 2013).

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Subscribers List

The first step of the campaign was the creation of the recipients list. For this we imported

an AD 737 on-campus students list, some students from the AD 737 online class and

friends and relatives emails. We gathered 39 emails who received our Newsletter.

Campaign´s Information

In the bellow snapshot we can see the most important setup parts of the campaign. You will

notice that we enabled the possibility to tweet and publish the newsletter on Twitter and

Facebook respectively (see Appendix 5 for the online publication results).

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Marketing Piece

Next we designed the advertising piece, in this case the first Newsletter. The objective that

we traced was to create company´s awareness related to its goal “Buy Special Dessert

preparations”, the products offered, the home delivery service, information about recipes

and called to visit the website and blog. We also highlighted the brand, the company´s logo

and generated a Facebook and Twitter buttons.

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Email Marketing Campaign Results

As we see, there was a 100% email receptions, more that 50% opened the advertising piece

and the 13% of them visited the websites. As expected, the opens came from the US and

Chile, where the subscribers lived.

Interesting information came from the “Click Map Panel” (see Appendix 6) that showed the

clicks distribution. The 50% went to the main site, the other 25% clicked the Recipes title,

the 12.5% went to the products page and finally the last 12.5% landed in the blog site.

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One issue to investigate is that people almost did not click the photos, despite all of them

where hyperlinked.

Search Engine Marketing (SEM) Campaign

This campaign was run for 6 days within Google Adwords, was created on April 11 2013

ending on April 16 of the same year. To enhance the results we created three Ad Groups

with different keyword each one (see Appendix 7) and used a limit budget of 46.4 dollars

or 21,703 Chilean pesos (clp).

The first Ad was related with cakes “The Best Cakes” and the keywords were all the

variations of target events, company´s services and cake types. The second Ad was related

with desserts “Sale of Delicious Desserts” and we used more generic keywords associated

to the business itself and the products offered. Finally, the third Ad was related with

pastries and pies “The Best and Delicious Desserts” and the keywords had the pastry and

dessert name on almost every one.

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The campaign was set up for Search and Display, including all networks and devices, to be

displayed in the country of Chile, with automatic bidding and CPC bid limit (see Appendix

8). We started with a daily budget of clp 2,000 or 4.2 dollars, raising it in the third day to

clp 4,000 (8.4 dollars) ending with clp 5,000 (10.5 dollars) limit for the fourth day.

Campaigns Results

The total campaign reached 363 clicks in the 6 days; the Search campaign had 255 clicks

with an excellent Cost Through Rate (CTR) of 2.03% and an average CPC of clp 61. By the

other hand, the Display campaign reached 108 clicks with a lower CTR of 0.31% and an

average CPC of clp 36.

At a first glance we could evaluate the Search campaign as the most valuable with the 70%

of all the clicks, but if we take in consideration de total cost, the Search campaign absorbed

the 82 of the budget, simply because the average CPC of the Display campaign was only

clp 36, almost half cost of the Search one.

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If we look at the individual Ads we see that they had different behaviors. Comparing the

three of them we see that the first one “The Best Cakes” had the most interesting

participation, with 187 clicks (52% of all), a 1.26 CTR and an average CPC of clp 43. This

could be because the most clicked keywords were far from generic: “children´s cakes”,

“birthday cakes” and “cakes for sale” (see Appendix 7) compared with the second Ad

“Delicious Desserts for Sales” that had more generic keywords in between the most

clicked: “pastry”, “desserts” and “cakes”.

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As this was the first paid campaign with the new website it is very difficult to evaluate the

results, despite this we received three customers´ quotes requesting some of the company´s

products. From all points of view we can consider this a total succeed (see Appendix 9).

Some Analytics Results

From Google Analytics we gathered some preliminary information that can be used to

enhance the performance of the new site. We started measuring on April 13 2013 and we

clearly see that traffic was generated between that date and April 17, mainly because that

was the end of the Google Adwords campaign.

See the chart below for the most important visits´ details:

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In respect of the visits´ origin, we see that 93% came from Chile and only 6% from the US,

aligned with the Adwords and MailChimp campaigns.

One interesting issue to highlight is the internet´s connection origin; the 20% visited the

webpage using a smartphone but with a higher bounce rate (58% versus 51%). This can be

explained because originally the site was developed only considering traditional computers.

In respect to the traffic´s source, we see that almost 80% came from Search and Referral

(Display) traffic, both generated from the Google Adwords campaign. The rest were direct

visits, not detecting at the moment organic search visits.

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Search and Referral sources had similar bounces rate (50% and 51% respectively) but one

important issue to investigate is that searches related with Google had only a 40% bounce

rate (see Appendix 10 for sources details).

Finally, the most visited pages were Cakes, Products and the Homepage with almost the

66% of all the page views. One thing to mention is the high bounce rate of the Cakes´ page

compared with the Products one. This makes us reappraise the landing pages for future

Adwords campaigns, because we used both pages and it seem that one is more appropriate

that the other.

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Webpage Snapshots

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Conclusions and Recommendations

After developing and implementing the whole online marketing strategy we can evaluate

the results as very positive. We generated online awareness and gathered visits to the site,

in almost 10 days of operation 300 people visited the website, with more than 760 page

views and most of all, three product´s quotes for potential sales.

We developed the bases for the future growth of the company like a Blog site, a Facebook

page and a Twitter account, and gained the experience to implement the next Email

Marketing campaigns with MailChimp and Search Engine Marketing (SEM) campaigns

with Google Adwords, while we wait for the Search Engine Optimization (SEO) to take

place and direct us organic visits.

Now as recommendation we see in relation with the website that it is necessary to populate

the products´ page with more recipes, photos and related content, also include more

information like specific prices and include more “call to action” buttons. Is important to

study the convenience of developing specific content for smartphones searches, remember

that 20% of the visits were made by these devices.

Organic SEO is the best and cheapest way to gather visits to the websites, but it is slow in

giving results, that is why we recommend implementing all the strategies to accelerate the

process like generating relevant inbound links, enroll the website in vertical portals and

related content web portals.

For making a Social Medias strategy to work is critical the owners´ engagement, fan and

followers do not come alone. We recommend start inviting friends, relatives, neighbors and

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generate content and awareness with new products, recipes and workshops. Also videos can

be created showing how the products are manufactured.

The MailChimp campaign can be improved by placing in the marketing piece more “call to

action” buttons related with special offers, discounts, savings or special contests. The

owners can start sending emails to the near condos.

Finally, the results of the SEM Adwords campaign brought visits and quotes; however we

recommend using more accurate keywords like long tail ones to maximize the Click

Through Rates.

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References

Ryan, D., & Jones, C. (2012). Understanding digital marketing, 2ed Ed. Philadelphia, PA:

Kogan Page

Newlands, M. (2011). Online marketing. West Sussex, UK: Wiley Publication

Thomas, L. (2011). Online marketing. New York, NY: McGraw-Hill

Grappone, J., & Couzin, G. (2011). Search engine optimization: An hour a day.

Indianapolis, IN: Wiley Publishing

Kanabar, A. (2012). Innovative Marketing Techniques Lectures – AD 737 Course. Boston,

MA: Boston University

Estrategia (2010, December 20). Chile es el N°1 en consumo de helados en Latinoamerica.

Retrieved on March 17, 2013 from http://www.estrategia.cl/detalle_noticia.php?

cod=35814

LAM (2006). Chile-Mercado de alimentos. Latin American Markets. Retrieved on March

17, 2013 from http://www.latinamerican-markets.com/chile---mercado-de-alimentos

Collis (2008, December 3). The 3 Components of good web design. Retrieved on April 19,

2013 from http://psd.tutsplus.com/articles/the-3-components-of-good-web-design/

Martinez, M. (2011, December 7). How long does it take SEO to work?http://www.seo-

theory.com/2011/12/07/how-long-does-it-take-seo-to-work/

Jantsch, J. (2009). Let´s talk. Social Media for small business. Retrieved on April 7, 2013

from http://www.ducttapemarketing.com/socialmediaforbusiness.pdf

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MailChimp (2013). MailChimp support web page. Retrieved on April 21, 2013 from

http://kb.mailchimp.com/article/whats-the-best-way-to-get-started-with-mailchimp

Google Adwords (2009). Growing your business with Adwords. Retrieved on April 11,

2013 from http://static.googleusercontent.com/external_content/untrusted_dlcp/

www.google.com/en//adwords/pdf/hc/growing_adwords_en.pdf

Raehsler, L. (2012, December 26). What is a good click-through rate for PPC? Retrieved on

April 19, 2013 from http://www.clickz.com/clickz/column/2186867/click-rate-ppc

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Appendices

Appendix 1 – Competitors Websites

Dulcería El Ingenio website (www.elingenio.cl)

Family business that was established in 1975 offering more than 300 homemade craft

recipes. They use natural ingredients that come from their own organic trees and

vegetables. Besides their country side farm they have 3 stores located in high-end districts

of Santiago and they also deliver upon request.

Regarding to their site, it has a professional look, easy to navigate with a good display of

products and prices. Has Spanish/English version, but does not have online payment

capability, social medias presence, content like recipes information, testimonials or

different call to action sections. In summary, it is more like an online brochure, practically

they do not use any internet marketing strategy and their Google organic positioning is

poor.

http://www.elingenio.cl/

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Panadería y Pasteleria Fina Crocante) website (www.crocante.cl)

This is another family business with a tradition of 4 generation formally established in

Santiago the year 1997. They offer their own exclusive recipes to be tasted in their coffee

shop or for buying in their only location, a store based in the upper class district Las

Condes. They dedicate to salty and sweet bakery products, with a wide range of products.

Their site has a professional look with a great variety of products, but they do not mention

prices or on-request special preparations. It is not e-commerce enabled, uses Google maps

for their location, and has important contact information visible and a Facebook banner to

connect. Their Facebook page is very basic, with low movement. As the first website we

mentioned, they also look like an online brochure.

They actually use Google Adwords in the way of search network. Has a bad keyword

organic positioning and apparently do not make any other internet marketing efforts.

http://www.crocante.cl/

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Dulcería Presidente Riesco website (www.tpriesco.cl)

Finally we have the third company, the sweet shop “Presidente Riesco”. As the other

companies they are located in the upper class districts of Santiago and have 7 branches, also

its site looks like and serves as an online brochure. In this case the difference is that it is

more difficult to navigate in the products´ section, has clear contact information, no e-

commerce or social medias enhancements.

They have a great Google positioning, appearing in the first Google pages for all the import

search keywords.

http://www.tpriesco.cl/

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Appendix 2 – SEO Keywords Selection

TABLE: Long List of Keywords - MomentosDulces.cl website

Keywords (amount) (H, M, L) (H, M, L) Link Pages

Popularity Relevance Competition

1 tortas 8.100 H L In all pages

2 postres 3.600 H L In all pages, BLOG

3 postres light 110 M L PRODUCTOS, LFF

4 postres caseros 320 M L BLOG

5 kuchen 6.600 H L PRODUCTOS, KP

6 flan de chocolate 58 L L PRODUCTOS, MFB

7 mousse 480 M L PRODUCTOS, MFB

8 mousse de chocolate 1.600 H L PRODUCTOS, MFB

9 Pasteleria 2.900 H L In all pages

10 Reposteria 2.400 H M In all pages

11 tortas a domicilio 140 H H In all pages

12 postres a domicilio 46 H M In all pages

13 dulces a domicilio 12 H H In all pages

14 pasteles a domicilio 58 M H In all pages

15 tortas a pedido 210 H M HOME. QS, SP, CONTACTO, TEST

16 venta de Tortas 73 H M HOME. QS, SP, CONTACTO

17 venta de Pasteles 16 H L HOME. QS, SP, CONTACTO

18 postres para eventos 12 H L HOME. QS, CONTACTO, SP, TEST

19 tortas Infantiles 1.600 H M HOME, QS, SP

20 postres para niños 46 M L BLOG

21 dulces para niños 12 M L BLOG

22 tortas para cumpleaños 140 H M HOME, QS, SP, TEST

23 postres para cumpleaños 12 H L HOME, QS, SP, TEST

24 tortas para matrimonio 110 M M HOME, QS, SP, TEST

25 postres para matrimonio 73 M L HOME, QS, SP, TEST

26 tortas de novios 3.600 M M HOME, QS, SP, TEST

27 pasteles de novios 16 M L HOME, QS, SP, TEST

28 tortas para bautizo 320 M L HOME, QS, SP, TEST

29 Pasteleria a domicilio 16 H L DD, SP

30 Reposteria a domicilio < 10 H L DD, SP

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Appendix 3 – RankToday.com Optimization

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Appendix 4 – MailChimp Subscription Form

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Appendix 5 – Email Marketing – Facebook & Twitter

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Appendix 6 – Click Map Panel

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Appendix 7 – Google Adwords - Results by Keywords

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Appendix 8 - Google Adwords Campaign General Settings

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Appendix 9 – Customers´ Quotations

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Appendix 10 – Google Analytics Traffic Source

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