digital marketing launch strategy for honor - marketplace for in-home care
TRANSCRIPT
Disclaimer:
This digital marketing launch strategy deck was prepared for a marketing role at Honor as part of the interview process. Ultimately I pursued another opportunity.
Situation:
Honor, an in-home care service marketplace, had not launched and was looking for a marketing lead to develop and execute a strategic digital marketing plan to support the launch their service from a few households to the Bay Area, and beyond.
In this deck, I present two strategies and recommend one, complete with funnel development, content marketing options, competitive research and staffing requirements.
Execution is split into a seed-, growth-, and scale stage, introducing goals, objectives, action items, and relevant metrics per stage.
Overview
• Goal and Objectives
• Comparison: Strategy Options
• Recommended Strategy
• Implementation
• Staff
Goal & ObjectivesGoal
Exponential growth from 0 homes to Bay Area and beyond.
Objectives
Quantitative: increase new users and retention
Qualitative: increase service quality
Growth Strategy Options
Organic SEO Paid
Growth exponential linear
Price $ $$$$
Results from search 3-8 months 3 months testing
Actionability now requires conversion funnel
Strategy ComparisonOnline education marketplaces
Udemy $48mm in funding
Lynda $289mm in funding
Strategy Organic SEO Paid Search
Sources
Traffic 500k
1mm
200k
400k
Marketplaces shouldn’t think about customer acquisition until their processes are near perfected. When you only get one shot at a first impression, ensuring that user experience from start to finish is as flawless as possible is worth spending more time on before moving to acquisition.
Dennis Yang, CEO Udemy
Recommended Approach
Seed Growth Scale
< 30 homes Bay Area additional cities• manual customer acquisition • content development/
distribution • build online audience • understand
- evergreens (topics/content) - site navigation - key app usage
• build carepro profiles •
• test paid campaigns • retargeting campaigns • determine best acquisition
channel • optimize funnel • A/B test for conversion • launch affiliate programs
• deploy - requirement resources- required ad spend
• local office • publish local content pages • enable local affiliates • branding campaigns
Organic SEO driven
Bay Area Only
Actions Channels Metrics
Plan• define personas and target
audience • branded content
development (pages/files) • define targeting approaches
• website • blog • social profiles
• define KPIs • select keyword set • set up dashboards
Reach prospects and customer
• influencer outreach • promote content • encourage sharing • build audience
• social networks • industry blogs • publishers/
communities/forums/organizers
• unique visits • fans/followers • RSS subcribers • reservations
Actachieve interaction
• provide relevant content hub • deliver inspirational content • provide clear customer
journey
• website • blog • newsletter • app
• time on site • shares/comments/
likes • downloads
Convertto lead or sale
• heavy A/B testing on copy and forms
• leverage marketing automation software/CMS
• sign up process • order process
• sales • revenue • average order
value
Engage via customer advocacy
• provide incentive to recommend/share/invite
• prompt for feedback
• Carepro Mentors • Customer
Councils
• repeat purchase • satisfaction • advocacy
Se e d
Gr owth
Scale
Funnel Development
repeat
SEO/Content Examples• Topic/Service pages
Alzheimer’s, dementia, companion
• Local partner pages Events, meetups, AARP, Shuddle, doctors
• Awareness pages
• Shareable social content webinars, PDFs, worksheets
• Blog postsguides, trend reports, calculators
• Honor Newsletters
• Sponsored newsletterswebMD, AARP
Competition
• not user friendly
• no clear action
• non informative
• bad design
• cumbersome process
• all-in-one
Opportunity to educate, inspire, convince prospects.
Staff by stageSeed Growth Scale
Content Creator- asset creation- copywriting
ADDITIONAL Content Creator - asset creation- copywriting
Web Developer - landing page development - web app development
ADDITIONAL Web Developer- landing page development- web app development
Intern- data scientist
SEM/SEO Manager- 3-5 years experience - running SEO/SEM- display experience
Demand gen (email marketer)- marketing automation experience- significant growth experience
Lean and flexible