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Sales channel growth ideas - Coggle Diagram
Sales channel growth ideas
Paid social
Performance bonus structure from Feb 1
Email lead gen campaign.
What is the target CPA?
What constitues success? - It has to be revenue
Top funnel lookalike based on search
Is this live?
More creative formats.
Video explainer - top funnel
UGC giphs
More customer reviews
More lifestyle shots?
VIP retargeting with secret landing page?
Amazon
Appoint a person responsible -Cristina
George has shown interest, set up a collaborative project. Someone will have to head up the product packing side.
Import the products necessary
Cod liver
Fides sardine pate
Squid ink - Nontidal.
Review the new competition landscape.
Understand whether the Ortiz range and fides range will need certs of origin.
Set growth targets per month
Q2: £7000 p/m
Q3 £15,000
Q4 £20,000
Organic search
On-site content
Buying guides
Fishopedia
What's the target?
A good brand building tool. 5000 unique in Jan (consider retargeting audiences.
Product descriptions
Probably one of the most important of this group
Recipes
Blog
Using Reviews Q&A Boards to develop series. How to blogs etc
Supplier features
Category descriptions
Fish A-Z
Category description - more content rich
Speed & performance
Fonts issue -
Regular website crawls
Screaming frog
SEM rush
Action recommendations
Image size appraisal
SEO basics
Meta title & description review
Review higher than average bounce rate pages
Pages must qualify as selling pages
Hot jar heat mapping to work out issues leading to pumped up bounce rate
Competitor research and target
Use SEM rush
Build blog posts and targeted pages to try and take their top spots
Digital PR to grow backlinks
Grow site authority by getting links from credible sources
Bloggers (food & lifestyle)
Magazines - who have we had contact with before?
Email
Marketing list acquisition groth
FB lead gen campaign
Website sign up - checkout complete + footer
Update primary email sign up form: wisepops
In brochure email sign up chance
Set targets for weekly list
Now 21000
Q2: 25000
Q3 30000
End of year: 37,500
Flows
Weekly email content
Reduce the number of batch and blast emails
E.g. limit to 1 per week
do more segmented emails
Update email template
PPC
Introduce a performance based fee
Model from Overdrive digital
Youtube ads
Run our own campaign?
£5,000 spend budget, £1,000 creative budget?
E-comm one aren't as ambitious as we are
Consider changing agencies?
I wasn't blow away by Jade form Overdrive digital
Are we better to try and bring PPC in house so that we can match effort with aspiration?
Who would be on the ppc training
Group PPC training
Ben
Cristina
Jeremy
Consider encouraging more Google PPC automation
Affiliate
Get Cristina on the job
Work with advertisers that are doing well for us
Put custom promos in the marketplace
Grow publisher network
Provide more content to publishers
Set up better communication lines with our affiliates
Current team to work on these channels
Jeremy - Oversee
Ben - Technical
Amy - content - campaigns
Digital marketing assistant - Charlotte - 1, content
Digital Marketing Officer - Cristina - Technical
Overdrive digital - Paid social
E Comm One - PPC
On site CRO
2020 conv rate: 2.85% V 2019 conv rate: 1.87%
What should the 2021 3.2%
Deploy Hot Jar to gain key learnings
Product pages
Checkout
New recipe pages
Fish a-z due to high bounce rate
Exit rate is high
Product images
Buying guides
Navigation
Themed mega nav and landing pages
bbq
picnic
canapes
the british catch
date night
dinner parties
easy to cook
pro level / master chef
Live chat
Ai chat feature
Who would be responding
Fill out a form
More payment options
Accept bitcoin
Taking customer data and expirience to the next level
next step personalisation
look at platforms such as ometria
Is fresh relevance working for us?
When do we make the call to commit or move on?
Product demos with 2/3 options w/c March 1
Nosto
Segmentify
Ometria
Take advice from Shopware
Product pages
Alternative names for fish
I.e wolf fish and cat fish
Institute a monthly full PDP run through
photos
descriptions
product pack data
stock levels
Key properties
Saver pack sense check
Organic social
Live video +++
Youtube, fb, IG live
Customer review content
earlier in the funnel prepare customer to submit rich content review
Influencer
Looking at 'Tribe'
Charlotte sister
Food influencer
Lifestyle influencer
Customer messaging
We need to be responding in real time
Integrate FB and Ig messages with a live chat function on the site
New account - tik tok
Is there a recipe social network?
With a social element?
More original content
Pictures
Video
Blog
infographics
Content strategy
Recipes
multi source, pro, us, customer
Some sort of relationship between recipe suggestions and post purchase
Could be a flow in klaviyo
Consider the voice search element
Analysis on the recipe SEO
Set recipe production target
For launch: 60
3 months: 90
6 months: 150
1 year: 300
Launch strategy
Email
Blog Post
Social
Video
Brochure
Homepage banner
Link products
Submission reward
Excluse content for submissions
Change to win a 3 month subscription
Video
use of live streaming
recipes
Customer videos and reviews
how to videos on youtube
When a video is made we will post it....
youtube
facebook
instagram
Bitly
google my business
Embed on our own website
Email
Tik tok mini clips
Our blog page? - do we make a video section on our site?
Themed categories and landing pages
Blog content
Auto blog listing page on shopware
Get ben to scope with GPMD
Success would be for all members of marketing / office to be able to use and post on this function
Content ideas
Supplier features
How to techniques
Reviews Q & A
Fish university
Weird and wonderful
SEO research to dictate and hone blog content
Brand quide lines
Fish sizing
See Amy doc
CRM
Refer a friend
Loyalty lion
Loyalty get merch the more orders you do
3 orders a spoon or tote bag
5 orders, t shirt or apron
10 orders fish society branded knife for fish or chopping board
20 orders 2 people to come to fish soc chef open day cook school
Print marketing
Brochures
A seasonal approach
40 pages
Recipe pages
Customer content?
Supplier interviews
Heritage and history
Do we need an offer?
New product launches
Seasonal highlights
Inserts
Do these work?
If not, why not?
Wrong partners?
Wrong volumes
Do we go for paid placements instead of box swaps
Abacus paid data for DM
Minimum campaign size circa 30,000 (£14k)
What would we need to see back to justify you?
At what point are we here in our digital journey?
Local print drop post click and collection launch
Physical merch
t shirt
spoons
Aprons
The fish society cook book
When we have 150 recipes in the bank
Amazon print on demand
Auto printing of gifts
Pick the front cover of the card
Does this add too many steps during checkout though?