digital marketing wandering wellness...
TRANSCRIPT
whywe’rehere• ourmission
– istohelpourclients discovertheiruniquerecipefor nourishing themind,body,+spiritsothattheycanlivea balanced,joyful,andabundantlife
• vision,values,+offerings– helpindividualclients livehappier+healthier lives insidefrombothlocal
marketsaswellasfromacrossthecountry– providelocalmeditation(yoganidra)classes intheDC-NorthernVA
areas– holduniqueone-offeventsthatfocusonhealthyeatingandmindfulness– workplacewellnessforcompaniestoofferemployees
• currentaudience– Over2,400Instagramfollowers,200+Facebookfollowers,justunder100
Twitterfollowers,250+newslettersubscribers,+2Pinterestfollowers
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WanderingWellnesscustomerjourney• awarenessstagecontent:
– blogpostsonthebenefits ofmeditation– earnedmedia– throughpartneringwithDC-basedInfluencersonin-areaevents– advertisements throughGeorgetownYogaandCapitolHillYogaandalsoduringyoganidra classes
Joannateaches– Segment,engage,andgrownewsletterfollowers
• considerationstagecontent:– Facebookadvertising+targeting– testimonials frompastclients
• purchasestagecontent:– SoundCloud recordingsonhttp://www.wanderingwellness.com/yoga-nidra/– gratis30-minute consultwithJoanna
• retentionstagecontent:– weeklynewsletterfeaturingblogpostsandnewrecipes– dailyInstagrampostsfeaturingmindfulness quotes, photos, +newrecipes
• advocacy:– theultimategoal!
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ourtargetaudience– Ashleythebusy-with-few-responsibilitiesMillennial• employedfulltimeandworkingto
climbthecorporateladder• engaged+overwhelmedfrombeingin
themidstofplanningherwedding• nokids,butkeepsverybusysocially
andisinvolvedinseveralextracurricularactivities,leavinglittletimeforherself
• strugglingtostaystress-freeandhealthythroughwork,social+lifefunctions,andweddingplanning
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Ashley– opportunities+challenges• focusonweddingwellness
– healthyeating– stressmanagement
• challenges– oftenveryindependentandthinksshecandoitallherself
• howandwheretofirstengage– Instagram,Facebook,andPinterest– word-of-mouth– websiteoptimizationforweddinghealthcoaching+stressrelief– in-personeventssuchascommunityyogaclasses+one-offunique
workshops
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ourtargetaudience– Juliaworking,traveling,+veryengagedmother• employedfulltimeandtravels1-2days
perweekforwork• 1-2kidsinelementary/middleschool
andstrivestobeactiveintheschoolcommunitywherepossible
• constantlyjugglingwork,kids,travel,andfocusesonhowandwhentofindtimeforherself
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Julia– opportunities+challenges• focusonstayinghealthywhiletraveling
– healthyeatingontheroad,tipsonwhereandhowtoeat– stayingcalmandmindfulthroughtravel– stressmanagement
• challenges– busybeeanddoesn’tthinkhasthetimeforanythingadditional– skepticalofawellnesscoach
• howandwheretofirstengage– Pinterest,mom-blogs,Facebook– organicsearchformeditationandstressmanagement– word-of-mouth– in-personeventssuchascommunityyogaclasses+one-offunique
workshops(WildWomanMoonCircle)
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ourtargetaudience– SusanBabyBoomerboominginretirement• recentlyretiredintheDCarea• volunteersheavilywiththelocal
communitynonprofits• increasinglyinvolvedincommunity
programs,farmersmarkets,andworkshopsthatfocusonsustainableagriculture+healthyeating
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Susan– opportunities+challenges• focusonsustainableagriculture+healthy,localeating• challenges
– unawareofwhatawellnesscoachwouldevenbe
• howandwheretofirstengage– word-of-mouth– in-personeventssuchaslocalyogaclasses+one-offunique
communityworkshops(freeHealthyEatingWorkshop)
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goals+KPIs• 2016goals
– increaseearnedmediaà focusoninfluencermarketing– improvetakeawaysforin-personclassparticipants– createconsistencyinblogpostsandnewsletterfrequency– re-focus+engagemoreeffectivelythroughFacebook+Pinterest– groweNewsletter subscribers– optimizethewebsite– Facebookadvertising
• butwhy?– there’sasurprisingalotofnoiseinthisindustry,butit’sstillbuddingin
DC…somuchopportunity!• KPIs+metrics
– acquire5newclientsbyJune2016throughwebsitereoptimization– increasewebsitetrafficthroughsocialmediamarketing(paid+unpaid)
• increaseengagementthroughdoublingthenumberofnewsletter subscribers• decreasebouncerateforvisitors• increaseconversionrateofvisitorstosigningupforGratisConsult
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gettingtactical– optimizethenewsletter• currently:
– averageopenrate:60%(industryaverage:19.8%)– averageCTR:18%(industryaverage:2.7%)– notsegmentingorcreatingcampaigns
• why?– WanderingWellness followersareengagedandwantmore
• where?– createfrequencytocreateabetterfollowing(currentlynosetschedule
forwhenandwhatissent)• how?
– implementCTAsthatdrivethebusiness andnotjustblogvisits– featurenewslettersign-upinInstagram– offersomething inreturnforsigningup– createsign-uppop-uponwebsitefornewvisitors– startsegmentingandcreateemailcampaigns+fullyutilizeMailChimp
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gettingtactical– optimizethewebsite!• Currentlynotsohot
– non-existentorinaccuratemetadescriptions– Googlesearchdisplaysoutdated+non-existenttitles(seebottomright)– everypageonwww.wanderingwellness.com requiresfullscrolldownto
viewcontentasoneimage+taglinetakesupfullscreen– needforsimplifyingthenavigationbaraswellasdecreaseamountof
textacrosswebsiteà calls-to-actionarenotprominentlydisplayedandtoughtofind
– unabletotrackthroughGoogleAnalyticscampaignssuccessofsigningupforgratisconsult
– newslettersign-upnotprominent
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lengthy“workwithme”offerings
excessofnavigationbaroptions +needtoscrolloneverypage
misuseofphotos+wordydescriptions
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theold
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newslettersign-uppop-upprompt
simplified homepageandnavigationmenu
moredirectcalls-to-action
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meetsnew+findsrejuvenation
*accuratetitletags*metadescriptions*keywordoptimization
gettingtactical– socialmediamarketing• utilize>2,000Instagramfollowingmoreeffectively
– promoteeventsandworkshops– promotewebsite,newsletter,andconsulting services
• putafocusonPinterestandaimtogrowfollowers(andincreasepins)• postonFacebookmorefrequentlyandoptimizeitforFacebookrather
thanwhatcamethroughInstagram
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gettingtactical– influencermarketing• increasefocusoninfluencermarketingandpartneringwith
area“wellnesscelebrities”• EXAMPLE:AlexElle,wellnessindustryinfluencer
– hadoneworkshopwithAlexElle,whohas>239,000InstagramfollowersandastrongDCbase,inearlyJanuary
– AlexEllepostedabouteventfeaturingJoanna• Gainedover500newInstagramfollowersafterherpost• Sawan375%spike inwebtraffictowww.wanderingwellness.com within2daysof
herpost• Sustaineda5%increaseonaverageindailywebtrafficsinceAlexElle’spostand
gained18%newvisitors
• determineadditionalinfluencersnearandfartopartnerwithforevents(anddomorewithAlexElle)
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gettingtactical– paidsocialmedia• Facebookadvertising!
– betterbang-for-our-buckfortargetingaudience– createdaninexpensive3-weekadstartingFebruary12
• TargetAudience:– womenwholiveinWashington,DC,Alexandria,VA,orArlington,VA– ages28-40– language:English(All)– peoplewhomatch:
• Interests:Dieting,Gyms,Nutrition,Physicalexercise,Meditation,Physicalfitness,Running,Yoga,Baking,Recipes,Veganism,VegetarianismorOrganicfood
• EducationLevel:Collegegrad,Ingradschool,Master'sdegree,ProfessionaldegreeorDoctoratedegree
• Income:$100,000- $125,000,$125,000- $150,000,$150,000- $250,000or$250,000- $350,000
• Generation:GenerationXorMillennials
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Facebok ads– somesuccesssofar
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Month-over-monthcomparisonstopriorperiod(January11-February11vsFebruary12-March1):• VisitorsthroughFacebookincreasedfrom29to230
(174=newuserscomparedto17previously)• 75%newsessions vs58%inprevious period
measuringsuccess+nextsteps• measuringsuccess
– unfortunately(andfortunately)…it’sonlyreallythebeginning
• nextsteps– siterenovation,keywordandwebsiteoptimization– improvedsocialmediamarketingincorporatingdirectCTAs– establishnewpartnershipswithinfluencers– overall– needadedicatedfocusonmarketing– thefuture…Instagramadvertising(?)
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