Internet Strategy Example
Profile of client
This client is £100M+ turnover business who provide gourmet-quality food into top celebrity kitchens throughout the UK. Although they provide the trade they had an e-commerce site built by a Website Company to provide consumers with the same food online.
Problem
Not enough business through the website! The site was producing 1000 visitors a month but not much business.
Our advice and delivery
We work with them on an ongoing basis, going onto their premises once a month and working offsite for them throughout the rest of the month. We started by analysing their traffic on the site. This included:
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finding out how people got there |
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what keywords and phrases did they type in to find them on search engines |
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how many pages they viewed on average |
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how much traffic was relevant against non-relevant accidental searches |
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how they fared with their pipeline - how many people that viewed products then went on through the shopping process and how many we lost along the way |
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popular pages |
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other ways that traffic found the site (directories etc) |
Using our software we found out how many people searched for their favoured key phrases and keywords during the last sixty-days on Google, MSN and Yahoo serach engines.
With all of the analysis in place we produced a strategy to attack the consumer market. This included:
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email marketing strategy to existing clients |
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email marketing strategy to prospects |
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PR |
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natural search engine promotion (AKA search engine optimisation), not pay per click |
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strategic alliances with like-minded businesses |
Where are they now?
Within the first six months of working with them they are enjoying 5000 relevant visitors a month - 60% of the previous 1000 visitors a month were landing on the site accidentally. Their orders have multiplied over and above the percentage increase in visitors and each time an email campaign goes out they enjoy lots of traffic and orders. Our email campaigns are themed and informative.
We also have many exciting projects that we cannot discuss at the moment that are imminent.
