ALGHANIM-AUTO MARKETING STARTEGY Yiting Yeh 30th Jan 2017

This is a piece of content and marketing proposal for the only Ford dealer in Kuwait. The purpose of this document is to solve the problems that dealer has requested to Geronimo. Starting with their website auditing to examine their issues and therefore propose improvements. In order to make those improvements, marketing strategies would be provided to reach their initial goals and SMART goals which digital content managers are going to define later.

INTRO

▸ PART 1: BACKGROUND ▸ PART 2: WEBSITE AUDIT ▸ PART 3: MARKETING STRATEGY

▸ PART 1: BACKGROUND▸ According to the brief, The Ford dealer Alghanim Auto in Kuwait has approached

Geronimo and requested advice on the areas of their website that needs to be improved. The dealer is keen to have more content on the website first.

PART 1: BACKGROUND

▸ Improve Traffic

▸ Increase Lead Generation

▸ Reduce Bounce Rate

▸ Perform Better Organically in Google

INITIAL GOALS FROM ALGHANIM AUTO:

PART 1: BACKGROUND

INITIAL GOALS FROM ALGHANIM AUTO:

Initial Goals Defined Key Movements

Improve Traffic Brand Awareness; Content Promotion

Increase Lead Generation Call-to-Actions (CTAs), landing Pages and thank you pages

Reduce Bounce Rate Content Relevance

Perform Better Organically in Google Search Engine Optimisation (SEO)

▸ SMART Goals

▸ Buyer Persona

▸ Buyer’s Journey

▸ PART 2: WEBSITE AUDIT- WHAT TO IMPROVE?

▸ According to their initial goals and requests, the website has been audited by using questions that are able to examine the performance of web pages optimisation.

▸ Website URL: http://en.fordalghanim.com/

PART 2: WEBSITE AUDITING

KEY AUDITING QUESTIONS FOR WEB PAGES OPTIMIZATION▸ Did they pick the right keyword?

▸ Are they promoting their content?

▸ Are they linking to other sources?

▸ Are they offering a good user experience?

▸ Have they optimized the page around the keywords?

▸ Are they earning inbound links?

KEY AUDITING QUESTIONS FOR WEB PAGES OPTIMISATION

DID THEY PICK THE RIGHT KEYWORD?▸ Addressing a topic their buyer persona wants to learn about

▸ Mimicking the language of their buyer persona

▸ Using natural language and variations of the keyword

▸ Focusing on a long-tail keyword

Initial Goals Key Movement

Content Relevance;

SEO

Content Relevance;

SEO

KEY AUDITING QUESTIONS FOR WEB PAGES OPTIMISATION

DID THEY PICK THE RIGHT KEYWORD?▸ Homapage Introduction

KEY AUDITING QUESTIONS FOR WEB PAGES OPTIMISATION

DID THEY PICK THE RIGHT KEYWORD?

KEY AUDITING QUESTIONS FOR WEB PAGES OPTIMISATION

ARE THEY PROMOTING THEIR CONTENT?

▸ Social following buttons

▸ Social sharing buttons

Initial Goals Key Movement

Improve TrafficBrand Awareness;

Content Promotion

KEY AUDITING QUESTIONS FOR WEB PAGES OPTIMISATION

ARE THEY PROMOTING THEIR CONTENT?

▸ Social following buttons

▸ Social sharing buttons

KEY AUDITING QUESTIONS FOR WEB PAGES OPTIMISATION

ARE THEY LINKING TO OTHER SOURCES?

▸ Internal links

▸ External links

Initial Goals Key Movement

Perform Better Organically in Google Search Engine Optimisation (SEO)

KEY AUDITING QUESTIONS FOR WEB PAGES OPTIMISATION

ARE THEY OFFERING A GOOD USER EXPERIENCE?▸ Clear navigation

▸ Clear next steps

▸ Responsive Design

▸ Mobile Friendly

Initial Goals Key Movement

Increase Lead Generation

Call-to-Actions (CTAs), landing Pages and thank you pages;

Content Relevance

KEY AUDITING QUESTIONS FOR WEB PAGES OPTIMISATION

HAVE THEY OPTIMIZED THE PAGE AROUND THE KEYWORDS?▸ Page Title

▸ URL

▸ Body

▸ Image alt-text

Initial Goals Key Movement

Perform Better Organically in Google Search Engine Optimisation (SEO)

KEY AUDITING QUESTIONS FOR WEB PAGES OPTIMISATION

ARE THEY EARNING INBOUND LINKS?

Initial Goals Key Movement

Perform Better Organically in Google;

Improve Traffic;

Increase Lead Generation

Search Engine Optimisation(SEO);

Brand Awareness;

Content Promotions;

Call-to-Actions (CTAs), landing Pages and thank you pages

▸ Any other websites are talking about your website?

▸ Are there any websites sharing your content?

KEY AUDITING QUESTIONS FOR WEB PAGES OPTIMISATION

ARE THEY EARNING INBOUND LINKS?

PART 2: WEBSITE AUDITING

KEY AUDITING QUESTIONS FOR WEB PAGES OPTIMIZATION▸ Did they pick the right keyword?

▸ Are they promoting their content?

▸ Are they linking to other sources?

▸ Are they offering a good user experience?

▸ Have they optimized the page around the keywords?

▸ Are they earning inbound links?

PART 2: WEBSITE AUDITING

GENERAL QUALITY AUDITING

▸ Navigation Bar

▸ Banners

▸ Products

▸ Videos

▸ Offers

▸ News

▸ Features

▸ Contact Us

PART 2: WEBSITE AUDITING

▸ Navigation Bar

GENERAL QUALITY AUDITING

PART 2: WEBSITE AUDITING

▸ Banners

GENERAL QUALITY AUDITING

PART 2: WEBSITE AUDITING

▸ Banners

GENERAL QUALITY AUDITING

PART 2: WEBSITE AUDITING

▸ Videos

GENERAL QUALITY AUDITING

PART 2: WEBSITE AUDITING

▸ Offers

GENERAL QUALITY AUDITING

PART 2: WEBSITE AUDITING

▸ Offers

GENERAL QUALITY AUDITING

PART 2: WEBSITE AUDITING

▸ News

GENERAL QUALITY AUDITING

PART 2: WEBSITE AUDITING

▸ News

GENERAL QUALITY AUDITING

PART 2: WEBSITE AUDITING

▸ News

GENERAL QUALITY AUDITING

PART 2: WEBSITE AUDITING

▸ Features: Alghanim Auto

GENERAL QUALITY AUDITING

PART 2: WEBSITE AUDITING

▸ Features: Ford Spirit

GENERAL QUALITY AUDITING

PART 2: WEBSITE AUDITING

▸ Contact Us

GENERAL QUALITY AUDITING

PART 2: WEBSITE AUDITING

▸ Contact Us

GENERAL QUALITY AUDITING

▸ Are we using too many CTAs to link to the contact form?

▸ Content building is not something that we can do within a short time.

▸ Think about the key movements that you can demonstrate within fixed and regulated places on the websites.

▸ Make the most of the navigation bar (What should be there?)

PART 2: WEBSITE AUDITING

IMPROVEMENTS & THINGS TO CONSIDER: WHAT TO IMPROVE?

▸ PART 3: MARKETING STRATEGY- HOW TO IMPROVE?

▸ Set up your SMART goals

▸ We are going to adopt buyer persona as our characters to identify conflicts which are problems that buyers are having.

▸ Based on where they are in different stages of buyer’s journey to tailor the content and key movements.

PART 3. MARKETING STRATEGY: HOW TO IMPROVE?

IMPLEMENTATION:▸ Step1: Set SMART Goals

▸ Step2: Create Buyer Personas (Characters)

▸ Step3: Buyer’s Journey

▸ Step4: Plan

▸ Step5: Create Remarkable Content

▸ Step6: Distribute your content

▸ Step7: Analysis

▸ Step8: Repeat

PART 3. MARKETING STRATEGY: HOW TO IMPROVE?

STEP1: SET SMART GOALS

▸ Be Specific, Measurable, Attainable, Relevant, Timely

▸ Short term motivation

▸ Long term vision

PART 3. MARKETING STRATEGY: HOW TO IMPROVE?

STEP2: CREATE BUYER PERSONAS (CHARACTERS)

▸ Create your buyer persona via real data

▸ By asking 3W and 1H tools

▸ Who: Background (job, career path, family); Demographics (male or female, age, location, income); Identifiers (demeanor, communication preference)

▸ What: Goals (primary goal, secondary goal); Challenges (primary challenge, secondary challenge); What can we do (to help our persona achieve their goals, to help our persona overcome their challenges)?

▸ Why: Real Quotes (what they say about their goals and challenges, etc.); Common Objections (why wouldn’t they buy your products/services?)

▸ How: Marketing Messaging (How should you describe your solution to your persona); Elevator Pitch (Sell your persona on your solution)

PART 3. MARKETING STRATEGY: HOW TO IMPROVE?

▸ Three stages:

STEP3: BUYER’S JOURNEY

▸ Think about what will they probably do on the dealer website when different personas in different stages?

▸ What kind of information or format will be suitable to convey messages?

AWARENESS STAGE

CONSIDERATION STAGE

DECISION STAGE

PART 3. MARKETING STRATEGY: HOW TO IMPROVE?

STEP4: PLAN▸ Which Persona?

▸ Which buyer’s journey stage they are?

▸ What SMART goal?

▸ What key movements for each specific types of task?

▸ Plan long-term content strategy to meet your time line

PART 3. MARKETING STRATEGY: HOW TO IMPROVE?

STEP5: CREATE REMARKABLE CONTENT

▸ Identify conflicts, which are problems that buyers having.

▸ Generating Content Ideas

▸ Come up with resolutions

▸ Align with buyer’s persona, buyer’s journey and key movements.

PART 3. MARKETING STRATEGY: HOW TO IMPROVE?

STEP6: DISTRIBUTE YOUR CONTENT▸ Encourage dealers for content promotion if possible.

PART 3. MARKETING STRATEGY: HOW TO IMPROVE?

STEP7: ANALYSIS

Initial Goals Defined Key Movement Metrics (measurable) SMART Goals

Reached

Improve Traffic Brand Awareness; Content Promotion

Websites Traffics & Traffic Sources Have you reached it?

Increase Lead Generation

Call-to-Actions (CTAs), landing Pages and thank you pages

Lead Generated; Conversion Rate Have you reached it?

Reduce Bounce Rate Content Relevance Bounce Rate Have you reached it?

Perform Better Organically in Google

Search Engine Optimisation (SEO)

Keywords, Organic Ranking Have you reached it?

PART 3. MARKETING STRATEGY: HOW TO IMPROVE?

STEP8: REPEAT

▸ Repeat form step 4, if necessarily can also repeat from step 1, keep reviewing, adjusting, experimenting, and improving.

SMART GOALS

BUYER PERSONA

BUYER’S JOURNEY PLAN CONTENT

CREATIONCONTENT

DISTRIBUTION ANALYSIS REPEAT

1. 2. 3. 4. 5. 6. 7. 8.

Q&A