OUR WORK – 2) Viability blog post
Rank organically on the first page of Google with keyword milestone birthdays.
|Higher Google ranking = more clicks and traffic||Time-consuming; 3-4 months for results||Google algorithm changes||1|
|PPC||Quick results||Paid channel = expensive||Risk of losing money||2|
SEO is ideal for small businesses and organic results are 8.5x more likely to be clicked on that paid. Prioritising SEO will help Glendowen achieve the third DSMC objective quicker, focusing on the keyword ‘milestone birthdays.’ Even though PPC has immediate reach, it can be seen as a ‘gamble.’
In order to convert and sell more, Ann needs a transactional website.
|Transactional website will help conversion and reach wider audience||Can be complex||Fraud||1|
Approach to market their products through the use of blogger reviews to get customers converting.
|Influencers and trustworthy||Can be expensive||Bloggers not wanting to work with Glendowen due to Google’s suggestions||2|
For conversion in the digital world, Glendowen needs a transaction website, thus making it priority. Ann’s main aim is to sell more and without a transactional website this isn’t possible. Magento arguably is the best platform to use with 23% market share; giving many advantages to Glendowen.
Most popular social media site with 1.19 billion users
|Not guaranteed reach||Existing customer may like the ad post but there’s no purchase intention with likes||1|
Use smart focus to send reminder emails focusing on advertising birthday gifts.
|Increases engagement with existing customers||Costs of launching an email marketing campaign add up||Some will construe any promotional email Glendowen may send as spam or unsubscribe||2|
Facebook is more ideal for small businesses and it has 1.19 billion users. Not only will the Facebook Pixel create custom audiences for retention, the website traffic data can also show adverts for things customers have shown interest in on Glendowen’s website, encouraging them to come back.