Marketing Experimentshttp://www.ServeLocals.com

ServeLocals.com

A platform with a website builder along with marketing software that enables small businesses to gain online presence and manage their marketing in one place

Marketing Strategy

Target Market

Small businesses in USA and UK. Mainly:● Accountants● General Contractors - Architects & Builders● Interior Decorators● Event Organizers● Dentist● Solicitors & Lawyers● Plastic Surgeon● Physicians and Surgeons● Wedding Photographers

How we reach them?

● Search Advertising● Display Ads● Contextual● Geo-targeting● Mobile Marketing● Social networking sites● Affiliate marketing● Online Videos● Blog & Content Advertising● Media Publishing & PR● Local listings and classifieds

How we measure?

● Website analytics● Clickthrough● Conversion rate● Cost Per Acquisition● Cost Per Click● Email Signups● Landing Pages● Social Media Interactions

○ Comments, Likes○ Shares , Followers

Budget?

Initial budget allocated for running paid search and social media advertising : $230 (USD)

Execution

● Created a landing page http://www.servelocals.com/

● Started running campaigns on Google and Facebook

● Performed keyword analysis for the Google campaign

● Allocated $130 for Google campaign● Allocated $100 for Facebook

campaign

Execution: Continued

Screenshots of Google campaign. Google campaign was targeted for U.S.A. & U.K. regions

Execution : Continued

Execution Continued

Execution Continued

Execution Continued

Execution Continued

While tracking campaign we added new keywords and removed negative keywords

Execution Continued

● Facebook campaign was created targeting specific customer segments

● This campaign was run for two regions (U.S.A & U.K.)

Execution Continued

● Submitted campaigns on Nov-27-2012 and they got approved after various guideline suggestions from Facebook

● Campaigns became effective as of Nov-29-2012

● Got 5 subscribers into our beta invite list● Acquisition cost/customer : $230 (total

campaign cost)/ 5 (number of subscribers) = $65

Execution Continued:

Lessons Learned: ● Landing page should have been more

effective with clear value proposition● Keyword research is important● Targeting advertising to right audience only

can make campaign effective● Tracking campaign effectiveness is

important and tweaking keywords while tracking is paramountly important

Future plan

● Accommodate changes from lessons learned section including making landing page more effective

● Change Google, Facebook campaigns accordingly

● Pursue other marketing channels

Where is high fidelity prototype

● Work is in progress