Client x Digital Marketing Audit for company Facebook and Instagram activity

Brief and objectives

• Increase social media followers by double, drive traffic to the website so visitors will purchase.

• Websites to review –

Executive Summary

Upon reviewing the X company website, Facebook page and Instagram page I have come up with a series of recommendations. Throughout this presentation I will explain my findings, suggest changes, both quick wins and longer term strategies. All the recommendations are listed together at the end and I have summarised the two most important ones here – 1. Feature your social media icons more prominently on the website and

feature the website more prominently on your social media profiles and posts. This will allow visitors to browse between all your channels easily and ultimately making it easier to find the ‘Shop now’ button or product page on the website to increase sales

2. Start running promotions and competitions on your website and social media channels to reward existing customers and increase brand awareness to new customers

In general there is not much traffic coming to the website. Improving search engine optimisation (SEO) is very important and you need to invest in creating a keyword strategy which may lead on to launching some Google AdWord campaigns to increase traffic.

Understanding your target audience Your description of target audience -

• Women, men and teenagers

• Age 13-19, 20-35, 35-50yrs

• Suffering allergies (including nuts)

• Pregnancy

• Post Chemo treatment

• Vegan, Environmentally conscience, Green

• Chemical free

• We don't discriminate any face and colour

Visitors on your website–

• 50% from USA, 30% Australia, 10% UK

Source – Google Analytics 13 July – 3 August 2016

Competitor analysis

Three competitors reviewed include -

http://www.jurlique.co.uk/

http://www.ellabache.com/en/

http://www.koraorganics.com/

Promotion – save 10% off first purchase (top of the page) -

Currency converter – might be useful for your USA, Australian and Asian visitors -

Store locator – you currently have no reference to the 4 stores that stock your product on your website

‘My shopping bag’ feature which encourages customers to browse the website, as well as shop

Promotional box appeared on Jurlique homepage – example of promotion -

‘Quick view’ product button

Unusual image featured at the top of the page – effective way of visually representing ‘purity’

‘Shop now’ button – stronger call to action compared to your Facebook profile – which is ‘Call now’

Use a Bitly URL in company description so they can track which clicks come from Instagram

Use of questions in a post -

Outlet stores navigation featured at the top of the page -

Outlet store page – able to enter your postcode/city and see on the map visually where the stores are -

Profile description features their own brand #BeautyBeginsWith

Nice images and styling with the products – good use of textures and props to compliment the brand and text

Facebook videos shown below with large amount of views -

Social media icons at the top of the page – lot easy to find for visitors

Newsletter sign up box

Promotion for first time orders

Products categorised along left hand side – easy to find specific products

Latest post is timely and relevant as it features Friendship Day and also introduces a promotion

Company description very ‘short and sweet’ – good use of punctuation – lots of information given in a quick way

Engaging product image – very simple but effective as it shows the product being used

Competitor review - insights Quick wins - • Add store locator page – encourage visitors to visit your physical stores • Start running promotions on your website and/or Facebook and Instagram particularly

targeting first time buyers – see examples from your competitors in the screenshots in the slides above

• Change ‘Call now’ button on Facebook to ‘Shop now’ and link through to your website product page

• Use Bitly URLs on all social media to track click through rates and traffic sources on your website (Google Analytics doesn’t currently do this)

• Review company intro/description on Instagram – see competitor examples for ideas/edits • Move social media icons to the top of the page – stand out more

Ideas for the future - • Add currency converter for USA, Australia and Asia • Add a ‘login’ and ‘shopping bag’ section on your website to encourage return customers

and increase purchases (promotes browsing on the website) • Produce videos for Facebook and Instagram to promote products, lifestyle, the brand and

yourself • Set up monthly newsletter – use email addresses from previous customer purchases

Web metrics & insights

Overall website metrics • Users – 70

• Page views – 300

• Av. session duration – 2 min

• Bounce rate - 50%

• New vs. returning visitors – 70% vs. 30%

• Traffic – • Direct – 30%

• Referral – 30% (see table below for breakdown - )

• Organic search – 35%

• Social – 5%

• 3 sessions via social referrals • Instagram – 2 sessions

• Facebook – 1 session

Source – Google Analytics 13 July – 3 August 2016

Analytics insights

Overall data is very limited as only have 3 weeks of data so need to repeat this exercise after 6 months to gain more statistically significant insights. However I have a few insights:

• Social traffic very low at under 5% of overall traffic to your website and needs work

• No paid search – could look into running Google Ad campaigns to increase your traffic

• Most of your traffic (50%) is currently coming from the USA and no traffic is coming from Asia – might want to target some Asian websites/keywords to attract more traffic.

Source – Google Analytics 13 July 2016

Keyword research and analysis

Keyword overview

• Not currently using any paid or organic keywords on your website so I recommend researching relevant keywords for X company and using throughout websites – on page and off page optimisation (I can go into more detail on this if needed)

• Currently using this meta description for Google –

• No keywords currently embedded into homepage – missing an trick here!

Digital marketing audit

Facebook review

Facebook content stats

• Measurement of engagement – taken from the last 10 posts

• Average likes – 7.7 per post

• Most likes made on content featuring your products

• Average loves – 0.3 per post

• Most comments made on content featuring your products and ‘lifestyle’ – e.g. drinking with friends or family on a Friday night

• Average shares – 0.5 per post

• Most shares were on content featuring your products, lifestyle and beauty tips (post about lip protection)

• Average comments – 0.1 per post

• Most comments were on content featuring your product, lifestyle and beauty tips

Source – X company Facebook profile 5 August 2016

Tips to increase engagement on Facebook • Increase likes –

• Turn selective followers into your brand ambassadors by interacting with them (reply to comments and Direct Message them)

• Increase engagement

• Increase number of posts relating to products, lifestyle and beauty tips as they currently get the most engagement

• Be responsive – reply to comments and messages

• Provide an inside look at your company

• Use your fans content – share others content that is relevant to your niche

• Post short videos (make sure uploading speed for views is very quick)

• Ask questions in post descriptions – encourages comments (i.e. answers)

• Talk about the news and things going on locally/in regionally

• Add X company website to every post Source – X company Facebook profile 5 August 2016

Invest in videos – beauty/healthy living tips Example video page on Facebook -

Use humour and have fun!

Instagram review

Instagram content stats

• Measurement of engagement – taken from the last 10 posts

• Average likes – 27.5 per post

• Most likes made on content featuring your products, nature and ‘lifestyle’ (e.g. Friday night drinks with friends or family)

• Average comments – 2.9 per post

• Most comments made on content featuring nature and your products

Source – X company Instagram profile 5 August 2016

Improve use of hashtags • Use hashtags relevant to your brand e.g.

• xx

• Please see recent Instagram posts using the #xx below – you can comment on those posts with your Instagram handle @xx

Source – Tagboard.com 5 August 2016

Tips to increase engagement on Instagram • Increase followers –

• xx

• Increase engagement

• xx

Metrics to measure in the next month • Growth rate of followers

• 5 August 2016 – xx followers

• 5 September 2016 - ?

• Track clickthrough rates on your posts

• Google Analytics isn’t currently very good at tracking this but you can create Bitly URLs to track how many clicks you’ve had from your social media accounts to your website and product page – I can show you how to do this.

Social media review- insights

Quick wins -

• xx

Ideas for the future -

• xx

Overall Summary

Quick wins -

• xx

Overall Summary

Ideas for the future -

• Create short videos for Facebook and Instagram

• Measure Instagram follower growth rate

• Add currency converter to website

• Add login and shopping bag to website

• Set up monthly newsletter

• Review use of keywords and create keyword list

• Start Google AdWord campaigns to increase traffic

• Promote website in Asian countries