As with every new client we first performed a strategic assessment to determine what the company lacked in terms of visibility on the Internet’s marketing channels and what was necessary to implement in order to improve on the sales.
After looking at their shopping cart, their site search engine and site analytics we found out which keywords people were searching for:
Lavazza Coffee pods
Lavazza Espresso Cups
Lavazza Espresso point
Lavazza Espresso point cartridges
Lavazza Espresso point machines
Lavazza Espresso Coffee
Lavazza Gourment Coffee
Lavazza Whole bean coffee
We came up with a comprehensive strategy composed of:
1. Search engine optimization
We created landing pages for each group of key words and optimized them. After 6 month 50% of the keywords were on the first page of Google and after a year 80% were on the first page of results.
2. Content writing
1,000 words+ per article and publishing on different blog sites and hi-profile guest blogs.
We also created branded videos that we published on Lavazza’s website, Facebook and Youtube.
4. Discount Coupons
We suggested that the owners create coupons throughout the year and on special holidays and publish them through email, Facebook, Twitter, Linkedin and Pinterest:
See examples below:
5. Press Releases
We also suggested that the owners let us write and publish some Press Releases.
6. Pay per click
We started an Adwords Campaign
Kept bidding on keywords so that they were consistently between position 2-3 Which resulted in a conversion rate of 4% and a cost of conversion of $56 averaging 68 conversions per month.
7. Call Tracking
Concurrently we installed a call tracking software which revealed which keyword people were searching just before they made a phone call. For both SEO and PPC.
At the end of the 1 year period ROI increased by 140% and the analytics showed 700 unique visitors per month. The owner decided to take their internet marketing in-house.