Post on 14-Jan-2017
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Weakness• High Employee Turnover Rate • Lack of Marketing• Out of Date website• Unwilling / hesitant to change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?