DaVinci Pet Digital Strategy 2017 .pdf

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Title: DaVinci Pet Digital Strategy 2017

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Analysis & Audit of Historical Data
Goal Tracking & Report Configuration
Developing Brand Standards
Keyword Research & SEO Roadmap
Content Initiatives & Platforms
List Building & Leveraging Email
PPC/LP Development & Optimization
Marketing Software & Budgets



Analysis & Audit of Historical Data: What’s worked and what hasn’t?
The first step we’ll take is to look at the source, volume, and behavior of traffic to date
and determine where the biggest wins have been made – and where effort has been
wasted. This data will largely inform website optimization, product page optimization
and user flow.
Note: Because DVP has no conversion goals set up, any traffic analysis will not be a
strong indicator of purchase intent across channels.
The second priority is it dig in to existing customer data and identify qualities, trends,
and behaviors. This data will inform personas to leverage in our content and PPC

Goal Tracking & Report Configuration: How will we determine the
success of our initiatives?
We’ll need to loop together the Wix-based content with the cartscheckout process in
order to develop a full attribution model and goal set-up. We’ll also need to develop
UTM parameters for PPC initiatives, content, and press/native ad campaigns.
We will have regular reports on sales, traffic, and organic growth. We will use this
touchpoint data to build out loose sales cycle that will inform marketing initiatives.

Developing Brand Standards: How can DVP own distinctive visual
language across all web properties and marketing initiatives?
Each DVP-owned web property should conform to a set of creative standards, spanning
typography, color palettes in web design and ad creative, and photo/video content.
Note: These branding decisions will be iterative and evolve as we test ideal conversion
colors and the “look and feel” over time.



Keyword Research & SEO Roadmap: Who is our biggest competition
in the luxury artisanal pet portrait space – and how can we out-maneuver
We’ll first create a Google Search Console account and identify how people are finding
DVP organically – as well as the biggest backlinks we’ve accumulated. We’ll then do a
competitive analysis on DVP’s biggest competitors to front load our web copy and
content initiatives with relevant, targeted keywords that either challenge competitors or
slip past them with long-tail queries.
We will also identify relevant struggling artist communities and luxury artisanal goods
aggregators and pitch stories to them in a bid for backlinks.



Content Initiatives & Platforms: How can we educate the buyer, get
DVP shared across social platforms, and rise to the top of Google?
Content is a powerful tool to generate backlinks, get the DVP brand shared widely
across relevant social circles, dominate Google search, and educate the buyer on why
DVP is a service they need.
We’ll first need to build an SEO-optimized blog platform on the Wix-owned website
equipped with AddThis social sharing plugins. We’ll leverage in-house creative talent to
create photo and video collateral to spin in to a luxury branding campaign (focusing
largely on the resident artist and the mission statement of the company) and develop a
content calendar with keyword-heavy blog posts. Topics will span testimonials and use
cases, how to monetize your art/passion, pet and lifestyle advice/inspiration, home
decor styling, and more.
Note: Content topics will be reactive informed by keyword research.

List Building & Leveraging Email: How will we systematically acquire
email addresses – and turn those email signups in to repeat customers?
Email drips will be a valuable tool in driving sales. We will install an email capture popup with a newsletter/discount offer and position the DVP blog as an email acquisition
engine. These emails will be dripped with lightly promotional, content-heavy emails
encouraging them to try our service. We’ll also leverage these emails for cart
abandoners and contact form abandoners.
We will also resuscitate cold leads and inactive buyers with speciality nurture programs.
Note: Our remarketing efforts will be split between email and PPC.



PPC/LP Development & Optimization: How will we target the ideal
customer and drive sales through paid ads?
We will leverage our developed brand personas to develop 3–5 audiences to target
across Facebook and Instagram.
Note: These audiences will be extremely iterative as we test. Cold sales from PPC
initiatives are rare, so we will often direct this traffic to A/B tested landing pages or
optimized content to capture email addresses and nurture from there.
We will also use our acquired emails to target high-intent leads on Facebook and
Instagram with more aggressive messaging and destinations.

Marketing Software & Budget: How much money will be spent on
supporting our marketing initiatives every month?
For the first few months, this conservative estimate will cover PPC testing, active
landing pages, email acquisition, and autoresponders/low-sophistication email
Email Marketing (Mailchimp)
Email Acquisition Pop-up (Popup Domination)
PPC Monthly Budget (FB & IG/Adwords?)
Landing Page Service (Leadpages)
Content Creation (Outsource?)




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