Fake Co Marketing Plan 2019

Fake Co. Marketing Plan 2019 – Quarter 1

Summary

Goals

Discovery Stage Goals

Consideration Stage Goals

Conversion Stage Goals

Required Research

Customer Research

Competitor Analysis

Solidify Brand Voice & Imagery

Develop JTBDs and Initial Personas

Test Messaging and Imagery with Insiders

Take the New Messaging and Imagery Public

Grow Website Traffic

Develop On-Site Content Strategy

Update the Social Media Strategy

Establish a Referral Program

Build Influencer Relationships

Create Partnerships with Blogs/Magazines and Product Providers

Launch Targeted Ad Campaigns

Cold Customer Targeting

Warm Customer Targeting

Loyal Customer Targeting

Increase Newsletter Subscriptions

Utilize the New Content

Include Man Tips

Encourage Referrals

Improve On-Site CTAs

Increase Trial Signups

Optimize Website Design

Improve Web Copy & CTAs

Summary

This plan covers the most important objectives over the next quarter in order to strengthen Fake Co.’s marketing efforts and increase the number of active subscribers.

  1. Create a brand voice & personality that should be utilized throughout the company’s messaging to give Fake Co.’s customers something to connect with.

    1. Established branding will help customers share the Fake Co. name and build loyalty.

  2. Fake Co.’s top competitors are growing rapidly through organic content marketing and word of mouth efforts, with supplemental ad elements as well. Using the new brand voice, Fake Co. needs to compete on all fronts in order to outpace the competition by:

    1. Executing a new content marketing strategy to grow organic presence in search.

    2. Implement a new social media strategy that demonstrates the brand values and voice to entice the core users to interact with and share the content.

    3. Create a referral system to encourage Fake Co.’s loyal customers to share the Fake Co.’s message and products.

    4. Work with Influencers and Publications to create content and expose Fake Co. to new audiences.

  3. A website redesign is in order to not only demonstrate the new brand voice but also to improve conversion rates. With the new redesign more focus should be put on:

    1. New copy that demonstrates the brand voice and unique benefits customers can expect when joining the Fake Co. family.

    2. More callouts to encourage new visitors to join the Fake Co. newsletter when they’re not quite ready to pull the trigger on the free trial or product purchase.

Goals

Discovery Stage Goals

Goal #1: Solidify brand voice & messaging by week 2 (with ongoing testing).

  • Objective #1: Perform a customer research exercise to determine what motivates Fake Co. to subscribe to the service and build JTBDs and Personas from this data.

  • Objective #2: Perform a competitor analysis to find weaknesses and opportunities in their strategy and use those elements to solidify Fake Co.’s brand voice.

Goal #2: Grow website traffic to 50,000 unique visitors per month by month 6 for each month.

  • Objective #1: Launch a content marketing strategy to compete against competitors in the space with the goal of ranking on the front page of search for top male skincare terms by month 3.

  • Objective #2: Build relationships with 10-20 influencers and 10 men’s health, fitness and lifestyle publications to spread the word about Fake Co.’s products within by month 1.

  • Objective #3: Redefine the current social media strategy to correlate with new brand messaging by testing concepts uncovered in the customer and competitor research phases.

  • Objective #4: Establish referral program with a 20% conversion rate to encourage current customers to share information on Fake Co. products with their friends and family by month 2.

  • Objective #5: Optimize the current paid ad campaigns and break it down into 3 major segments: Cold Customers, Warm Customers, and Active Customers with a 5% conversion rate by the end of month 1.

Consideration Stage Goals

Goal #1: Increase newsletter subscription conversion rate to 15% by month 3.

  • Objective #1: Send out a weekly newsletter utilizing the new content strategy and influencer / blog partnerships start by the end of month 1.

  • Objective #2: Give the newsletter a personality by providing man tips and facts as entertainment tools to increase sharing and reduce unsubscribes.

  • Objective #3: Streamline the website design and enhance newsletter CTAs via A/B and landing page testing to contribute to the 15% newsletter conversion goal.

Conversion Stage Goals

Goal #1: Increase trial signup conversion rate to 10% by month 3.

  • Objective #1: Improving the website design to capture the attention of visitors faster while providing an easy to follow funnel to ordering their first sample is a high priority.

  • Objective #2: The copy on the homepage should act as a guide to making a purchase and the CTAs should incite action. As the consumers scroll through the page they should be provided with additional reasons to purchase.

Required Research

Customer Research

  • Send a TypeForm brand survey to all current customers to determine what initially brought them in and what motivated them to make a purchase.

    • Questions to include:

      • “Where did you first hear about Fake Co.?”

      • “How would you describe our brand?”

      • “What were you trying to solve by purchasing a skin care product from us?”

      • “Which competitors, if any, did you consider when shopping for skin care products?”

      • “Why did you choose our products over our competitor’s?”

  • Review top customer [public] social media accounts.

    • Determine the most influential influencers they follow using PeopleMap. Use this list to identify imagery and personality trends that resonate with Fake Co.’s customers.

    • List any of the brands they follow, take note of their brand voice, industry, imagery and tone. Determine which aspects of other brands could improve Fake Co.’s own voice.

    • Find the pages, groups and interests they follow to determine overarching trends. Jot these down to begin shaping Fake Co.’s overall messaging.

  • Create an “Insiders” group with Fake Co.’s top customers using a chat platform like Slack.

    • Send these users exclusive product, design and branding updates to get their opinion.

    • Reward these customers with samples of new products before said products are available to the public to get their feedback and build customer loyalty.


Competitor Analysis

  • Competitors to monitor:

  • Review top 5 competitors social media accounts to determine what’s working for them in regards to messaging and imagery. Take elements of each brand and compare them to Fake Co.’s brand survey results. Which elements are similar and which ones differ? Use that data to begin crafting a unique voice for the Fake Co. brand.

  • Look for customer feedback on their product, process and customer service in the comments on their social posts. Compile these posts to determine weaknesses, strengths and opportunities to improve the Fake Co. brand, positioning and operations processes.

  • Use SEMRush to determine which products and terms are driving the most traffic to their websites. Utilize those terms in messaging and on-site copy.

  • Use SimilarWeb to determine which channels competitors are focusing on for their growth strategy. Take advantage of weak channel utilization to control and strengthen the presence on select channels for the Fake Co. brand.

  • Use Facebook Graph Search to determine which Facebook pages, groups and interests the competitor’s followers follow. Use this to determine trends in brand voice and product offerings from other companies related to the grooming / hygiene industries. Take this list of non-competing companies to build branding, content, and product partnerships.

  • Review competitor’s product and landing page design, look for style and layout elements that could be tested to improve Fake Co.’s conversion rates.

  • Subscribe to each competitor’s newsletter to get the inside scoop on the content they’re sharing. Look for content gaps not being addressed by the competitors to generate additional content ideas for Fake Co.

Solidify Brand Voice & Imagery

Goals:

  • Establish brand messaging and imagery that resonates with Fake Co.’s customer base.

Purpose:

  • Create a unified brand front the entire company can utilize, not only in regards to marketing to consumers, but to establish a company mission and values.

  • Establish Fake Co. as THE trusted brand for male skin care products and as a thought leader in male health and hygiene space.

Action Items

Develop JTBDs and Initial Personas

  • Using the data from the current customer survey and questions answered by the insiders group start developing JTBDs and Personas.

    • What issue were they trying to solve with Fake Co.’s products?

    • What motivated them to make the purchase?

    • Gather basic demographic data, where they live, age range, hobbies, and interests.

    • Where do they typically shop for skincare products?

    • Is this their first time shopping for male skincare products?

Test Messaging and Imagery with Insiders

  • Based on the data from the customer research, competitor analysis and personas exercises craft 3-5 social media posts with sample messaging and imagery and share it with the insiders.

  • Gather their feedback on what they like, what they don’t like and how it makes them feel about the brand.

  • Take that feedback and refine the original posts to incorporate the new data points, keep testing until a good chunk (30 – 40%) of the group agrees on certain posts.

Take the New Messaging and Imagery Public

  • Create new landing pages using the new messaging, point the related ads to these landing pages to convey consistency in messaging throughout the user journey.

  • Take the posts that resonated the best with the insiders group and test them in a live environment with short term boosted posts on Facebook and Instagram.

 – KPIs to track for this are shares, traffic sent to the website, trial sign ups and newsletter sign ups.

  • Pay attention to the color themes that seem to work best, work with a designer to update landing pages and the overall website design to fit those color themes.

  • Take the best posts and refine them further with minor messaging tweaks using A/B testing.

  • Begin testing a new mix of organic and paid posts utilizing the same brand voice, imagery and tone and monitor the same KPIs as mentioned before.

Determine a Winner

  • Although messaging and branding is a continuous process once you have a good idea of the messaging that resonates the best [for now] it’s time to craft the social strategy, update the website copy and create new permanent landing pages.

Grow Website Traffic

Action Items

Develop On-Site Content Strategy

  • Fake Co.’s blog should be the de facto place to go for grooming guides for men.

    • Include topics around solving typical skin issues, daily grooming habits, how to improve your confidence, dealing with social issues, etc.

  • Using the lessons learned from the branding, voice, messaging exercises start crafting unique content for the Fake Co. blog and newsletter.

    • Take select pieces and share them with the insiders for feedback to determine if they felt it fit the brand and if the content itself was useful to them.

  • Perform a competitor content gap analysis using SEMRush to determine which terms they’re targeting and which terms they’re ranking the highest for. Start writing content for the perceived gaps to strengthen Fake Co.’s presence in those areas. 

    • Utilize this data as well to find which content is working the best for them down to the exact piece of content, then take that content and make it better to outrank the competitor in organic search.

  • Use BuzzSumo to determine which content in the male health, beauty and hygiene space gets the most social love.

    • Review these content pieces and make them better, provide more research and insights.

    • Take note of the content formats, are they videos? Blog posts; which types lists or long-form content? Note content types and how they relate to social engagement.

  • In the competitor analysis and customer research steps key trends will emerge that will help you determine which types of content people are most interested in.

    • Pay attention to the questions customers and potential customers are asking on Fake Co.’s social media pages, but also the competitor’s social pages – turn those into content pieces.

    • Identify the types of content competitor’s like to share in their newsletters, this is usually a good tip off to finding the types of content that work best when targeting this audience (if their marketing teams are doing their jobs properly).

Update the Social Media Strategy

  • With the new messaging and imagery we determined before, begin testing the main social channels to determine which ones drive the most engagement and help us hit our KPI goals.

  • Share a mix of informational posts that focus on helping men improve their grooming techniques, hygiene, and confidence. These idealy are shared from the Fake Co. blog or newsletter, but sharing content from partner sites is also good.

  • Publish actual customer testimonials, when testimonials are tied to products provide an image and link to that product’s page. When the testimonial is about Fake Co. overall share an image that portrays the brand’s voice.

  • Engage with the customers directly when they have questions, feedback or complaints. Don’t let messages sit without a response longer than a few hours. Timeliness shows that the brand care’s and helps build loyalty.

  • Work with influencers to create cross-post opportunities and video content. Although these types of posts are promotional, make sure they’re genuine and that the influencer’s tone doesn’t come off as fake or forced. Don’t make it all about the product itself, make it about how the influencer has benefited because of the product.

Establish a Referral Program

  • Encourage current and new customers to share Fake Co. with their friends by providing a credit reward when someone signs up (and pays) for a subscription box using a Shopify plugin like Swell Rewards.

    • Give a $10 credit to the current customer for each person they sign up for Fake Co.’s subscription service.

      • Limit one $10 credit per subscription box, if a customers gets 5 friends to sign up take $10 off the next 5 boxes they receive.

    • Use an email drip campaign to remind current subscribers that they can receive $10 off their next box if they refer a friend, do this at least 10 days before a user is charged for their next box.

    • Include a physical print-out that details the referral program in each subscription box sent out. Include a QR code they can scan that will immediately take them to a digital referral system where they can enter their friend’s email addresses or phone numbers.

    • Create a banner promoting the referral program on the website shown to users that are logged in and active subscribers. When the user clicks the banner send them to a landing page detailing the referral program with a CTA to begin inviting friends.

Build Influencer Relationships

  • Find 10 – 20 qualified influencers, start by reaching out to the micro-influencers (<30,00 followers) your customers are already following.

  • Once that list of influencers is tapped out then begin finding related influencers using PeopleMap that provide authentic promotion and have an engaged follower base based on metrics provided by PeopleMap.

  • Kickoff this strategy by asking these influencers to give an authentic review / commentary on the product after using it and then share that with their follower base.

    • Once the more effective influencers are determined start working with them to cross-promote your products and themselves as influencers. Work on content with them including guides and videos with their grooming/hygiene advice to your audience.

Create Partnerships with Blogs/Magazines and Product Providers

  • Similar to the influencers, find 10 blogs and digital magazines dedicated to men’s health, fitness and grooming. Start with smaller publications as they’re easier to work with initially and they can later be used as “proof” when pitching larger organizations.

  • Share Fake Co. products with them and ask for a genuine review of the products.

    • Once the more effective publications are determined start working with them to publish guides, videos and other helpful pieces of content that both audiences would find beneficial.

Launch Targeted Ad Campaigns

Cold Customer Targeting

  • Using the data from the competitor research exercise, start building campaigns based on your competitor’s followers likes, interests and accounts/pages they follow on Facebook and Instagram.

  • Dive into your own audience and build look-alike audiences to improve ad targeting. 

    • Pay attention to the interests of your own community and compare them to your competitors. Use this data to find targeting gaps you may not be filling with the current ad strategy.

  • Use the new messaging and imagery determined in the branding exercises to craft a series of ads.

    • These ads should focus on the overall benefits of using Fake Co.’s products such as improved confidence, happiness, and lifestyle.

    • Use imagery that demonstrates the brand’s voice which was determined in the previous branding exercises.

    • Use past customer testimonials to show social proof that these products deliver on what’s being promised.

Warm Customer Targeting

  • Create remarketing campaigns on Facebook, Instagram and Google Adwords based on the products they viewed, how many pages they visited and overall time on site. Target those that were in the consideration stage before leaving the site.

    • These ads should focus on demonstrating social proof and value Fake Co.’s products offer. Show the real positive benefits past customers are getting due to the products offered. Use quotes and testimonials.

    • Stay away from offering discounts immediately, it forms bad habits in the mind of the customer as they will always come back looking for a discount.

Loyal Customer Targeting

  • Create remarketing campaigns targeted at users with active subscriptions.

    • Focus the messaging around reminding customers that they can earn a $10 credit for each new signup when referring friends to subscribe to Fake Co.

    • Use this to boost the referral program.

Increase Newsletter Subscriptions

Action Items

Utilize the New Content

  • Use the new content being created for the website and give it additional legs by including it in the weekly newsletter, create a quick 3-4 point summary for each piece of content with a link if they wish to read it in detail.

Include Man Tips

  • Each newsletter should include a unique man tip or fact to give the newsletter extra entertainment value and personality.

  • Man facts, or tips should be simple yet effective and geared towards helping men in their daily lives when it comes to health, grooming, appearance and sometimes general male life hacks for fun. Show some personality and have fun with it.

    • Man Tip #32: Skip the discount razors and invest in a high quality razor that will last a lifetime. Quality razors made for your level of skin sensitivity and the coarseness of your facial hair will help keep your skin looking young for longer.”

Encourage Referrals

  • Each newsletter should include a snippet at the bottom encourage users to refer their friends to earn the $10 credit on their next subscription box.

Improve On-Site CTAs

The website currently lacks CTAs that encourage users that aren’t ready to commit to a purchase to sign up for the newsletter instead. Newsletters help convert those that were considering before but we’re quite ready to make the jump.

  • Include new newsletter CTA call outs throughout the website where appropriate, preferably just above the footer.

  • CTAs should quickly highlight the value of joining the newsletter, focus the value on providing genuine advice for men on how to improve their confidence and appearance.

Increase Trial Signups

Action Items

Optimize Website Design

  • The website needs to be clear and very straightforward, customers typically bounce after 5 – 10 seconds if they’re not finding and enticed enough by the information on the page.

  • The website should provide a complete understanding of Fake Co. and the products offered with minimal copy and imagery. Cluttered websites can become confusing and overwhelming making first time customers anxious and leave faster.

Improve Web Copy & CTAs

  • What’s being sold should be immediately apparent the second someone views the homepage or any landing page.

  • The homepage Hero section and CTAs should be simple and easy to understand.

    • Main Header: “Men deserve great skin too.”

    • Sub Header: “Look better & feel better with our unique collection of Men’s skincare products. Try them for free.”

    • CTA Button: “Start Your Free Trial”

    • Image: Show a selection of the products to the side of the copy in the hero section.

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