Diacuss about the E-Marketing Strategy and Social Media.
Sugar Moo has a great website that outlines its key products and prompts users to take action. However, the User Interface (UI) has some design issues that need to be resolved to enhance user experience. These issues include typography mismatch, improper background color and contrast, and image placement.
The UI uses different fonts which affects its readability. The top bar in the navigation and the main navigation bar have contrasting fonts which undermine the harmony of the design. Also, varying fonts are used for text on images and the body content. While different fonts can assist in emphasizing text sections, they do more harm than good in Sugar Moo’s case. It is likely users are confused and annoyed by the fonts which essentially means lost prospects. Therefore, the website should have at most three fonts to improve readability.
Background color is another key design issues affecting the overall usability of the company’s site. The two dominant colors on the site are light pink and white. These colors don’t fit well into the site as they make the UI brighter and less readable. The footer has a black background color which fits perfectly into the design but the background of some footer elements such as buttons affect the attractiveness of the UI. As such, it is imperative for various considerations to be made while selecting background colors. Focus should be placed on creating great contrasts while showcasing the brand’s color.
Image placement on the site’s UI is a problem which affects its aesthetics. On the homepage, one product image is displayed leaving large white space on the sides. While the image is great, the unnecessary space distracts the users who are interested in learning more about the unique desserts sold by Sugar Moo. Thus, it is essential to ensure the images on the site are well placed to create a positive impression among users.
Sugar Moo’s site should be customer-centric to ensure it aligns with the needs of its target audience. The key to this is incorporating relevant content, necessary features, and great functionality. With regards to content, the site should have web copy providing an overview of the company, its operations, and its products. The content should be crafted to showcase why the company is unique, how it serves its customers, and the uniqueness of its desserts. Additionally, product images should be included to enhance the visual appeal of the site.
For features, the site should include an embedded map, contact form, and live chat. The three features are essential in enabling customers to communicate with the company. With the map, a customer can track the location of the company and visit one of its stores. The site should also have a click-to-order functionality to allow customers make orders online and get deliveries to their doorstep. This can give the company a competitive advantage over other dessert vendors offering their products onsite.
To track the success of the company’s digital marketing efforts, it is critical to have several key metrics in place. These metrics include:
Site Traffic: Number of unique visitors to site
Page Bounce Rate: Number of people leaving a page a few seconds after viewing time
Pages per Session: The average number of pages viewed on the site during a session
Session Duration: The average time spent by a user on the site
Driving traffic to Sugar Moo’s site requires increased visibility on the web. More eyeballs on the brand means more visitors to the site. To achieve this, the website has to be listed on the three major search engines: Google, Bing, and Yahoo. Google is by far the largest search engine that serves over 80% of the search market (Battelle 2011). As such, it is essential to submit the site to Google to make it more visible to most of the target audience. Despite Google’s dominance, Bing and Yahoo cannot be ignored. The two are underdogs in the search market but still account for a substantial number of internet users. Hence, it is imperative to submit the site to the three search engines for listing to ensure it has maximum exposure to the target audience.
While search engines are key to reaching most of the target customers, they may not reach everyone. Some customers tend to use niche-specific directories to find brands that can meet their needs. As such, it is important to reach Sugar Moo on various relevant websites to further increase its visibility. The site can be submitted to several local business directories that are frequented by its customers. Key directories that should be considered include alldubai.ae, localsearch.ae, and yello.ae. The three are some of the most popular local directories in United Arab Emirates (UAE) which means listing Sugar Moo there will boost visibility and traffic.
To get more visibility and traffic, Sugar Moo’s website has to be optimized to increase its ranking on search engines. This requires several optimization strategies that include keyword research, on page optimization, local listings, content writing, and backlink building. Keyword research is the first step of the optimization process that focuses on identifying the right keywords to rank for (Jones 2011). Sugar Moo has to determine relevant and competitive keywords that are used by its target audience. This may involve conducting a thorough customer analysis to identify the keywords they use as well as the competitiveness of these terms.
Having identified keywords, emphasis can be placed on optimizing the site for users. This involves making the site friendly to search engines by including the keywords selected in metadata and image attributes. The website also has to be optimized for the users by reducing the load time and making it more appealing to users.
Listing the site on various relevant local directories is another key optimization strategy that can help in improving search rankings. While listing the business, a brief description of the company including the keywords, company’s physical address, and the website link have to be considered. Next, customer-oriented content incorporating the keywords have to be curated and posted on the blog. Quality content that is meaningful to users is a positive signal to search engines and can help the website to rank higher for particular queries (Bendersky 2011 pp.95). Also, backlinks to the site from authoritative websites have to be built to boost its domain and page authority (Jain 2013).
While optimizing the site, it is important to track its rankings to determine the success of the efforts made. The ranking of the site for various keywords can be monitored using search engine tools. Keyword positions on Google can be tracked using Google Web console which shows the traffic received and the average position of the site for different keywords. Bing Web console offers similar features and is integrated with Yahoo which means the rankings of the site for both search engines can be monitored. The monitoring will be done weekly as changes in rankings take a while before being reflected.
To spread brand awareness to our target audience, showcase the uniqueness of our products and prompt them to take action
Our target audience is segmented into several groups with different characteristics. These segments include:
Young adults: This segment is composed of young individuals who are price sensitive and regularly look at prices before making a purchase.
Middle-aged adults (Professional, Manager, Executive, Businessman): This segment is comprised of older individuals who look more into the value rather than the price.
We provide unique desserts with a different taste tailored to customer’s preferences. Our focus is to deliver a sweet dessert that is not just different but also delivers an optimal snack experience for our customers. We also have a wide selection of desserts that customers can chose from. They are not limited to one taste. They can explore different desserts with varying tastes.
Sugar Moo emphasizes on bringing different concepts to the dessert industry to create a difference for customers. Instead of using the same methods and concepts leveraged by other dessert vendors, Sugar Moo goes an extra mile of being innovative to craft a wide selection of unique desserts that are aligned with customers’ taste.
Increasing traffic to the site and storefront is the key goal of Sugar Moo. Achieving this goal is imperative to continuous sales growth. To accomplish this, several online promotional strategies will be leveraged to enhance brand awareness, influence consideration, and persuade customers to take action. Strategies that will be used include email marketing, social media marketing, content marketing, paid ads, digital public relations, and collaborative marketing.
Content marketing will be prioritized in the marketing process as it is key to building site authority and reaching more people. It will involve creating articles and guides that have mutual benefits for the customer and Sugar Moo and posting them on the company’s blog which is an owned media. The articles will be curated around topics relevant to the company’s operations and will incorporate various keywords. This content will serve as the keystone for the company’s marketing strategy.
Content will be marketed to customers through different channels such as social media, video sites, and paid ads to increase visibility of the site and attract traffic to the site. A content curation and marketing schedule will be created to guide the marketing efforts. One or two articles will be created every week and posted on the blog.
Email marketing is another pillar of the company’s online promotional strategy. Emails which are owned media will be leveraged to reach subscribers (Mullen 2011). Newsletters containing offers, news updates, or important notifications will be sent weekly. The company may send coupons, discounts, event updates, links to blog articles, and new videos to the subscribers. This makes emails an essential marketing and lead generation tool as it will prompt email recipients to take an action such as visit the company’s blog, landing page, etc. As such, the company can get more traffic and conversions from its email subscribers. The success of this strategy will be determined by measuring various metrics which include email opening rate, click-through rate, and conversion rate. These metrics will define whether the company is getting more value from its email marketing strategy and provide more insight into what can be done to get better results.
Social Media is a key earned media pivotal to the success of the company’s customer engagement strategy (Saravanakumar 2012 pp.4444). The company has to establish presence on various social media sites to position itself in the market. In particular, emphasis should be placed on Facebook, Instagram, Twitter, and LinkedIn. These four platforms dominate the social ecosystem and give the company an opportunity to spread awareness, connect with customers, and get more leads (Stelzner 2014 pp.1). Company pages will be created in these platforms and customized to align with the brand. Posts will be posted on a daily post to engage with fans and drive traffic to the site. The posts will include visuals, branded content, or links to articles recently created. This will be key to increasing traffic to the site and conversion rate.
Digital Public Relations (PR) have replaced traditional PR as one of the best earned media to reach a large audience. Brand mention on various digital news platforms has become essential to enhancing brand awareness and visibility (Yaxley 2012 pp.221). As such, it is imperative for Sugar Moo to partner with local news reporters to send press releases to the public. This strategy can earn the brand backlinks and earn the company more trust among target customers. The company will send press releases when it launches new products, has new offers or articles, or makes changes to its operations. This can be done monthly to keep customers updated and increase traffic and lead generation.
Additionally, the company will collaborate with bloggers in the food industry to enhance its reach. This kind of partnership allows for affiliate marketing which is a key paid media for reaching more customers. With this strategy, bloggers will be given a specific link to the company’s site. They will write content on their blog and include the link to drive traffic to Sugar Moo’s site. They can review the company’s products, highlight its articles or, comment on the brand to convince their readers to check the website. The bloggers will be paid based on the number of hits from their websites. This marketing strategy will enable the company to get more exposure and prospects which can be converted into loyal customers (Edelman 2015 pp.1).
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Sugar Moo will collaborate with several companies to elevate its online reach and get more results from its marketing efforts. The company will partner with companies offering relevant products and services that boost its marketing strategies. In particular, the company will work with content curation firms and soft-drinking manufacturers.
Content curation firms are key to the success of the company’s marketing efforts. They can assist in curating quality and relevant content for Sugar Moo to post on its blog and earn traffic. On the other hand, soft-drink companies offer a complementary product hence a co-branding partnership can help in promoting both brands to the market.
Ecommerce will be the major strategy for generating revenue from the site. A range of ecommerce features will be incorporated on the site to allow customers to order desserts online and get deliveries. Some of these features include cart, discount code tool, multiple payment options, and email marketing integration. These features will be leveraged to make the online purchasing experience seamless. Customers will have an option to pick up their orders at a pickup station or get them delivered to their location. Delivery will be an added cost to the customers.
The company will leverage the ecommerce marketing features available to increase online orders. With the email marketing feature, Sugar Moo will regularly send coupons and offers to customers to entice them to purchase more. Also, online orders will be tracked and analyzed by a reporting tool to determine the frequency of purchases, time or season when most sales are made, and segment customers based on their purchases. This will be key to optimizing user experience as the insight can be used to tailor the site to the needs of each user.
Besides ecommerce, the site will serve as an important virtual storefront for the company’s operations. For customers that prefer visiting the store physically, they can learn more about the company, dessert menus available, and the location of the store. This is imperative to driving more traffic to the company’s store which implies more sales for Sugar Moo. As such, the site will enable the company to generate revenue both online and offline.
Sugar Moo’s customer service and customer relationship management (CRM) strategy focuses on satisfying customers and improving customer retention rate. The underlying concept of this strategy is concentrating on the needs of each customer (Kumar 2010). Through customer service, the company can serve the needs of the customers and go beyond developing products. This can assist in building trust in the company as well as enhancing customer satisfaction. The company’s CRM strategy relies on various best practices to improve the relationship between the company and its customers. Some of these practices include environmental conservation, waste reduction, and social initiatives. The practices can enable Sugar Moo to build a positive brand image and strong appeal to its clients.
Offering the best customer service is Sugar Moo’s goal. This can be achieved by empowering the staff and being responsive to the needs of clients. Training staff will be key to helping them understand how they should talk and interact with customers. Such kind of training gives the employees essential tools for providing good customer service (Dhar 2015 pp.419). Listening to clients will also be prioritized to understand their needs and what they want. This can enable the company to gain insight that can be used to help customers resolve an issue, learn more about products sold, etc.
A loyal customer base implies consistent revenue with minimal acquisition rates. Sugar Woo can only build a large customer base by enticing them to purchase more. This can be achieved by building a loyalty program which gives customers points for every purchase they make. This program is an effective way of engaging customers, forging a relationship, and encouraging repeat purchases (Ou 2011 pp.114). Also, the company can remember customers on special occasions such as birthdays or national holidays by sending them attractive cards. This can help the brand enhance customer engagement and build a long-lasting relationship with its clients (Ashley 2011 pp.749).
Content marketing will be the first promotional strategy to be implemented. It will incorporate creating content relevant to the brand such as promotional videos, how-to articles, and guides. The company has to craft this content before proceeding with the other marketing strategies to ensure there is information on the site to engage customers. These will also be key to building visibility of the site on search engines.
With content in place, Sugar Moo will promote it via email and social media to get traffic to site. Email newsletters will be sent four times every month while on social media, posts will be created every day throughout the year. These strategies will leverage both promotional and non-promotional content to achieve business objectives set. Digital PR will be conducted within a space of two months and will mainly focus on informing the public about changes that have occurred such as new products released.
With the growth of virtual reality in the gaming industry, the web industry is preparing for disruption. Virtual reality presents users a new way of browsing websites and interacting with others via web. Emergence of 360 degrees videos and images is also redefining user experience. As such, it is imperative to consider how these technologies can be incorporated into Sugar Moo’s website in the future. As virtual reality evolves, the company may need to adopt it to enable users to view and purchase their products via VR headset. This will offer a seamless ecommerce experience that can skyrocket the company’s sales. Also, the company should also embed 360 degrees videos and images into the website to give users a better insight into the company as well as optimize user experience.
Sugar Moo has a goal to expand throughout the country in the next few years. This can be achieved by enhancing brand awareness, edging out competitors in the industry, and positioning the company as the leading dessert vendor in the country. The roadmap to this goal entails continuously promoting the company to increase its customer base and generate more revenue. More capital and a growing customer base will give the brand a leverage to start operations in other regions. Within the next five years, the company should have at least 20 stores in different cities in the country.
References
Ashley, C., Noble, S.M., Donthu, N. and Lemon, K.N., 2011. Why customers won’t relate: Obstacles to relationship marketing engagement. Journal of Business Research, 64(7), pp.749-756.
Battelle, J., 2011. The search: How Google and its rivals rewrote the rules of business and transformed our culture. Nicholas Brealey Publishing.
Bendersky, M., Croft, W.B. and Diao, Y., 2011, February. Quality-biased ranking of web documents. In Proceedings of the fourth ACM international conference on Web search and data mining (pp. 95-104). ACM.
Dhar, R.L., 2015. Service quality and the training of employees: The mediating role of organizational commitment. Tourism Management, 46, pp.419-430.
Edelman, B. and Brandi, W., 2015. Risk, information, and incentives in online affiliate marketing. Journal of Marketing Research, 52(1), pp.1-12.
Jain, A. and Dave, M., 2013. The role of backlinks in search engine ranking. International Journal of Advanced Research in Computer Science and Software Engineering, 3(4).
Jones, R., 2011. Keyword intelligence: keyword research for search, social, and beyond. John Wiley & Sons.
Kumar, V., 2010. Customer relationship management. John Wiley & Sons, Ltd.
Mullen, J. and Daniels, D., 2011. Email marketing: an hour a day. John Wiley & Sons.
Ou, W.M., Shih, C.M., Chen, C.Y. and Wang, K.C., 2011. Relationships among customer loyalty programs, service quality, relationship quality and loyalty: An empirical study. Chinese Management Studies, 5(2), pp.194-206.
Saravanakumar, M. and SuganthaLakshmi, T., 2012. Social media marketing. Life Science Journal, 9(4), pp.4444-4451.
Stelzner, M., 2014. 2014 Social Media Marketing Industry Report. Social media examiner, pp.1-52.
Yaxley, H., 2012. Digital public relations. The Public Relations Strategic Toolkit: An Essential Guide to Successful Public Relations Practice, p.221.
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