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ONLINE PRESENCE ANALYSIS
DIGITAL MARKETING AND ONLINE PRESENCE ANALYSIS
Online marketing is an integral part of a comprehensive integrated marketing
plan. CFM realizes you have to be wherever people are searching for your
business, service or brand. Adults now habitually turn to online sources to
engage with a brand, find contact information and seek credibility. The
components of Social Media, Search Engine Optimization, Search Engine
Marketing, and Online Reputation Management have become crucial aspects of
taking control of your brand’s digital landscape.
CFM conducts an online audit consisting of the components referenced above in
the laid out as such:
Social media – the social media presence of Captain Zoom is inconsistent at
best. There is no customization of the Facebook page or Twitter profile. The
Facebook page has 2,854 fans and there are 57 followers on Twitter to date.
The social platforms have not been utilized to their proper capacity, as there is
only content surrounding promotions being pushed out at irregular intervals.
Captain Zoom is a brand that evokes a feeling of nostalgia and tradition. The
fans are reaching out to the social media profile to engage and share their own
stories of the role Captain Zoom played in their birthday tradition. There have
been about 55 posts to the Facebook page recently and those customers have
not been responded to. These are interactions brands are trying to achieve
everyday on social media and Captain Zoom resounds so strongly with those
who have experienced the tradition, it is happening organically but not being
capitalized upon.
The Facebook post(s) about baby names of the year is just the type of content
Captain Zoom should be sharing but this should be combined with a myriad of
sharing from past clients and educating about the rich history of the brand. The
voice of the social media needs to be consistent with the brand feel and exude a
silliness that is infectious and, quite frankly, similar to how the elf on the shelf
page is run. Borderline annoying for parents and irresistible for children.
Captain Zoom has a large database of email addresses that should be used for
Facebook ad targeting for two purposes: driving page likes and sale conversion
for a residual purchase. The page likes will then translate to more engagement
and provide direction on future content because of the nostalgia shared.
ONLINE PRESENCE ANALYSIS
A newsletter sign-up form on the Facebook page is recommended as well as an
eventual Facebook store integration to reduce friction in purchase and have the
potential customer commit as quickly as possible.
Twitter will prove to be a fun experience because you can share more often and
experiment with content as well as drop into conversations of those already
speaking highly of the brand. Twitter will allow further opportunities for branding
with a suggested hashtag that can be tracked for watching the evolution of
staying top of mind.
Twitter also allows a platform for reaching out to targeted influencers to fish for
brand advocates. We can then cultivate those relationships and offer them the
same nostalgia but reach a larger audience. We will be able to segment targeted
groups from mommy influencers to singers and actors. That’s the beauty of
Twitter; there is no barrier to entry and brands can quickly engage anyone.
SEO - Search Engine Optimization is only recommended at a basic level to
ensure best practices are covered and other digital traffic is most successful.
CFM includes an SEO essentials program with every website we design so these
high-priority items will be addressed.
It is recommended the website is optimized both for branded keywords due to the
generations of users but also other phrases along the lines of:
 custom birthday song
 customizable birthday song
 personal birthday song
 personalized birthday song
 unique birthday song
 birthday songs for kids
The complete keyword suggestions are generated during the SEO essentials
implementation process. A large-scale SEO campaign is not suggested because
of the national scale of Captain Zoom and time and expense involved when
factoring in the margins.
Blogging – Captain Zoom does not currently maintain a blog or have a steady
flow of information readily available to potential and residual clients. With a fun
brand like Captain Zoom; a blog would be a natural fit to continually keep patrons
updated on either the character of Captain Zoom or the brand itself.
ONLINE PRESENCE ANALYSIS
Simply based on the fun, light-hearted nature of the character of Captain Zoom, a
character-based adventure blog is highly recommended. These blogs, or short
stories, ultimately providing catchy content and interaction points for the younger
audience and providing brand assurance for the generation purchasing the
product.
The blogs can primarily be text-based but the potential to create comic-themed
content should be a goal as well as video blogging since Captain Zoom is a
cartoon. It could also house children’s activities such as coloring sheet. The full
direction of Captain Zoom and his adventures would be outlined in the strategy
platform generated by the creative director.
Blogging is a great way to reach out to other communities and find crosspromotional opportunities as well as enchance organic SEO without launching a
national campaign.
Analytics Utilization - Google analytics and webmaster tools must be
connected to the website which is included as part of the SEO essentials
program. Any available data will be utilized as a place to set benchmarks
throughout the campaign. Analytics provided by Captain Zoom also allows more
understanding of how to retarget existing clients and how to best generate the
website wireframe for conversion.
Social analytics will be gathered from Twitter, Facebook and Hootsuite and will
show such information as follower and engagement growth as well as other
conversion points as outlined once other information is able to be analyzed and
specific goals as directed by the client.
Mobile Optimization – over 60% of users shop for items using a mobile device.
It is paramount that the Captain Zoom brand utilize this opportunity to capture
those shopping online with their phones and have not only a responsive web
design but also a
Mobile optimized website that pushes traffic through the sales funnel in a
seamless manner. The goal is to minimize buyer confusion by presenting fewer
options with the primary focus of converting a sale. If the traffic does not lead in a
sale, Captain Zoom should attempt to gather information from the visitor such as
email address or phone number for future marketing efforts.
ONLINE PRESENCE ANALYSIS
The mobile functionality is determined by looking at analytics and seeing where
customers land most often so those features are clear and concise.
Pay-per-click Advertising – PPC and display advertising are not recommended
at this time as there are many other ways to use what information is already in
existence such as social channels and the email database to boost sales and
stay top of mind. However, as CFM gets a better gauge of performance of these
higher-priority items, a specific recommendation will be made if we feel it fits into
the longer-term campaign and overall success of the Captain Zoom brand.
Lead Generation – This section is not going to be fully developed until later
phases as Captain Zoom is best suited to use current data to retarget prior
customers, possibly incentivize them, but mostly remind them of a great product
they previously invested in.
Online Review Status – the Captain Zoom brand does not have any online
reviews readily found outside of customer testimonials on their own website.
While this is an effective method of reassuring buyers who have already arrived
at your website and pushing them further into the decision-making process; it
does not speak to those who are unfamiliar with the brand.
Online reviews are your brand’s credit score essentially and you want to build a
strong relationship of trust throughout the entire process.
Facebook reviews are going to be the easiest way to begin the process as we
have seen people already looking to Facebook to engage the Captain Zoom
brand. These clients are the ones that are already online and typically willing to
share their experiences. Google is the preferred method of gaining reviews but
seeing how Captain Zoom does not have a local presence, the time to develop it
would not be immediately beneficial. Furthermore, the nostalgia associated with
Captain Zoom lends itself to social marketing so the efforts should first include
capturing the captive Facebook audience.