bonappetour-digital strategy
TRANSCRIPT
M A R K E T I N G P L A N
GOALS
1. Awareness 2. Engagement 3. Conversions
1. Acquisition 2. Activation 3. Retention 4. Revenue 5. Referrals
As you’re focused on growing and creating a customer base, and the project is already monetizing, I guess we can focused on the first 3 points: Acquisition, Activation & Retention
GOALS
Acquisition Activation
Retention
User is directed to your site
User signs up or is otherwise engaged
User keeps coming back, is engaged over time.
Other segments
Primary target
TARGET
• 18-40 years old travellers • 18-25 years old students • Expats
• Cook lovers • Food lovers in love with travels and looking for new
experiences
SOCIAL MEDIA: FACEBOOK Do you have any comments/ideas on how we could possible drive sales and conversion through FB? Well, it seems that your FB content strategy isn’t really clear, and also not really aligned with the target. As we’re targeting travellers, I think the page should talk more about world food, authentic receipts, secrets about cooking and recipes from all around the world. So, here some content-based ideas to reach KPIs: - Food profiles quizzes: inviting users to play and find out about their
food lovers profile - Travellers stories - The cooking secrets - #shareyourbestrecipe - ‘Guess the dish’ weekly game
From a strategic point of view also, we should have in mind that Facebook organic reach is not working really well without investing a bit of money on boosting the page.
So, I would consider setting up paid campaigns to reach more people and create more engagement for particular targeted cities and people. For example cities where the service has not been successful for guests\hosts failures and improve retention. We can also target people who already like particular pages, i.e. Airbnb, so already fascinated by this sharing world.
Another great way to reach KPIs through Facebook is joining groups dedicated to travellers, students and startups and take part to discussions to leverage their interest for the website.
SOCIAL MEDIA: FACEBOOK
How do you think we can use Twitter better to drive more engagement?
You’re using Twitter in a great way (much better than Facebook :D), as you’re already boosting engagement with your target audience.
Twitter is mainly used for news, updates and events. So I would boost the content side sharing more news related to food, travellers, sustainability and the sharing economy.
Also on Twitter is quite easy finding food influencers, food & travel bloggers and let them know about the project, asking them to join you and write about you. There are tools identifying them, helping understanding your Twitter community (ie Talkwalker).
SOCIAL MEDIA: TWITTER
How do you think we can use Instagram better to drive more engagement?
Instagram is a great tool to talk about you and your service. It’s not really great in terms of converting, but it’s useful to create engagement and reach some niches.
Tip: don’t upload too many pic related to only one country, ‘cause it seems you’re mainly working in Italy.
I would suggest to upload more pictures related to travellers, cities to visit and your daily life being a startup. People are fascinated to learn more about yourself as a team work based in Singapore.
SOCIAL MEDIA: INSTAGRAM
SEO OPTIMISATION
- Through your experience in the supper club scene in London, are there any other key words that we should be targeting?
I think you should include as many keywords as possible as it’s a brand new concept and maybe a lot of people love it but they don’t really know how to call it.
As it’s brand new, you could include new keywords (off and on page), even if they’ve not been searched yet, such as: travellers best restaurant, travellers family restaurants, sharing meals…
These are just some ideas, as SEO requires some more tests &
analysis. Well, it’s all about analytics! ;-)
DIGITAL PR
I also think that PR is really key. Journalists and bloggers are really powerful, especially people who already tried out the service.
The referral program is great, but I think that you should ask people to put banner in their website to share your revenue not only whether they write about you. Digital marketing and especially sharing economy is about ‘sharing’, so people should write about you because they think it’s a valuable service and it’s also interesting content for their readers. Be careful of entering the paid PR word, especially as you’re not targeting only one city.
I think you can also leverage your affiliate program giving discounts to people keen to write an article soon after their experience. So, in this way you’re leveraging your referral program with their readers (as they’re sharing it with their audience) and your retention rate.
FORUM POSTING & LINK BUILDING
Extremely powerful if forums and links are posted in website related to your service.
I think that there are a lot of food and travellers communities, so, I think it could be great to create awareness at the beginning.
Not really sure about conversions though.
CONTENT MARKETING
One of the most important thing. I had a look at your blog and I think it’s great. I would suggest to
have guest blogger contributors, also best recipes by Bonappetour hosts and write articles about travellers communities and travel bloggers (once they write about you) to create relationships and attract new people on the blog and the website.
Also, try to write about more generic stuff from all around the world (a mix between blogs from air bnb& trip advisor) and not forget about keywords you want to use to drive traffic (it’s important for off page SEO).
HOW TO BOOST ACQUISITION?
- FACEBOOK (ORGANIC & PAID CAMPAIGNS) - TWITTER - INSTAGRAM - OTHER SOCIAL MEDIA (PINTEREST, TUMBLR..) - WORD OF MOUTH (AMBASSADORS PROGRAM) - SEO - BLOG - ADWORDS CAMPAIGNS - DIGITAL PR - LINK BUILDING/FORUM POSTING
HOW TO BOOST ACTIVATION?
- FACEBOOK (ORGANIC & PAID CAMPAIGNS) - TWITTER - PINTEREST - CONTENT (BLOG) - WORD OF MOUTH (AMBASSADORS PROGRAM) - EMAIL CAMPAIGNS - CUSTOMER FUNNEL ANALYSIS - ONLINE EVENTS (SPECIAL CAMPAIGNS AND PRICE STRATEGIES) - INTEGRATION OF MULTIPLE CHANNELS WITH INTEGRATED
CAMPAIGNS
HOW TO BOOST RETENTION?
- FACEBOOK (PAID MEDIA) - CONTENT (BLOG) - EMAIL CAMPAIGNS - GOOGLE ADWORDS & DISPLAY
- CUSTOMER FUNNEL ANALYSIS - ONLINE EVENTS (SPECIAL CAMPAIGNS AND PRICE STRATEGIES)
