MARKETING COMMUNICATION PLAN — APRIL 2023
CHLOE
GREENBERG
PREPARED BY
Harvey Aquino
300349024
PREPARED FOR
Chloe Greenberg
Table of
Contents
03
Executive
Summary
10
Digital Marketing Strategy/
TOPPP SEED Model
04
Situational
Analysis
18
Digital Marketing Tactics
05
SWOT/TOWS
Analysis
26
Controls
07
GAP Analysis
27
References
09
Objectives
Executive
Summary
A three-month digital marketing campaign
will be implemented and tracked to help
Chloe Greenberg Studio grow its audience,
business, and build lasting relationships with
its partners and clients.
Chloe Greenberg Studio offers in-person workshops and art classes for people
wanting to manage stress, develop life-plans, and practice mindfulness in
Vancouver, British Columbia. Its owner and operator, Chloe Greenberg, is not
only described as a creative empowerment coach but also an artist and
designer that specializes in nature-inspired artworks.
In today’s business, it is important to have an online presence to help, inform
and show the benefits of a company’s service. Currently, the business' digital
assets span the following: website, Instagram, Facebook, and Pinterest pages.
The business also employs an email marketing campaign that aims to bring
awareness about the workshops as well as monthly tips on mental wellbeing.
PREPARED BY
Harvey Aquino
300349024
PREPARED FOR
Chloe Greenberg
This project consists of identifying the best target market for the company
according to the company’s vision, mission, and service provided. The strategic
plan is to create personas to illustrate better the ideal target market and their
respective buying journey. Second, identify the right media and tools to achieve
these target markets with relevant content. Finally, create mock-ups to connect
with the audience, and track and measure the progress toward the goal.
3
Situational
Analysis
A successful digital
marketing strategy starts
with an in-depth look of a
company's assets and the
internal and the external
factors that affect it.
Chloe
Greenberg
Studio
offers
in-person
workshops and art classes for people wanting to
manage stress, develop life-plans, and practice
mindfulness in Vancouver, British Columbia. Its
owner and operator, Chloe Greenberg, is not only
described as a creative empowerment coach but
also an artist and designer that specializes in
nature-inspired artworks.
Currently, the business' digital assets span the
following: website, Instagram, Facebook, and
Pinterest pages. The business also employs an
email marketing campaign that aims to bring
awareness about the workshops as well as monthly
tips on mental wellbeing.
This business setup will be analyzed further through
SWOT and TOWS Analysis tools to identify key
strengths
and
weaknesses,
capitalize
on
opportunities, and mitigate threats. This will help
craft campaigns that resonate with their target
audience and drive results.
4
SWOT/ TOWS
Analysis
According to Harvard Business Review (2021), SWOT
analysis, when done right, is an insightful tool that creates
a wide range of actionable outcomes for businesses.
Strengths
Weaknesses
Unique blend of art (painting)
Doesn't belong to a
and life coaching in programs
professional coaching org
offered
Weak brand awareness in the
Established social media
online and social media space
pages and website
Has no internal staff to
Excellent networking contacts
conduct separate marketing
and operations
S-O Strategies
W-O Strategies
Create online content that
Create brand awareness in
Very few coaches that offer
highlights the unique value
the corporate space
specialized programs coupled with
proposition to potential
Work with freelancers to
customers
conduct digital marketing
Use networking contacts to
campaigns for the business
hire talent into the business
Opportunities
art workshops
Can expand to corporate
partnerships
Can hire more talent in digital
marketing and operations to focus
on workshops
S-T Strategies
W-T Strategies
Threats
Offer online webinars and
Produce digital content
Public health emergencies such as
workshops in case of public
highlighting the experience of
COVID may restrict in-person
health outbreaks/
the owner/ operator
emergencies
Publish testimonials and
Established authority by
reviews of current and past
creating thought leadership
clients
posts and informational blogs
gatherings
Growing number of life coaches
that can enter into the business
3
niche
Product pricing can be competitive
among similar businesses
5
Explanation:
The SWOT analysis helps in outlining the internal strengths and weaknesses of
the business, while listing the opportunities that can be leveraged, and threats
that can be avoided or mitigated. Most of the strengths lie on the business
existing digital assets and the nature of the in-person workshops wherein
feedback is almost instantaneous. Its weaknesses lie on the niche market that
the business operates at. This is also a source of its opportunities as the
business can grow by leveraging its strengths and finding new customers that
can benefit from its offerings.
With TOWS, we are creating actionable steps to address each of the Strengths,
Weaknesses, Opportunities, and Threats, which can be used further in the digital
marketing strategy.
6
GAP Analysis
50.7% of digital marketers say the digital gap is the biggest
challenge that most companies face (Keenfolks, 2023).
Focus
Area
Re-development
of Website
Current
State
Website content is
packed into one,
scrollable page that is
dense and overwhelming
to navigate. It is also not
optimized for SEO.
Website and social
media pages are setup
but lack engagement
from its audience.
Target
State
Have a website optimized
for SEO and for conversion
where it is clear to the
user:
1. What does the brand
offer?
2. Why should the user
choose the brand?
3. What should the user
do
on the web (Book a
service)?
Have a brand with greater
digital presence and
engagement in social
networks.
Stronger
Digital
presence
Increased
Brand
awareness
The brand is relatively
new in a niche market.
Clients are limited to
private individuals and
families.
Increased awareness of
the brand and its services
in order to reach more
people and get new
clients.
Gap
User
experience
is poor and
not
considered in
website
development.
Not engaging
posts and
limited reach
of its digital
assets.
No digital
marketing
strategy in
place to
maintain
clients and
reach new
ones.
Action
Plan
• Optimize the website
for SEO
• Redesign the website
with a separate
landing page and to
make it user-friendly,
with clear call-toactions.
• Create thought
leadership posts and
informational content
on website and
social
media pages.
• Create and
implement
a three-month online
brand awareness
strategy that
involves
new partnerships
and
collaborations.
• Pay for Google
search
and display ads.
7
Explanation:
The GAP analysis contextualizes the current state of the business with the "gap"
as a guide to enable actionable steps towards the desired state.
The three focus areas provided are based on the preceding SWOT/TOWS
analysis:
1. Re-development of website: Since the business already has a working
website, redesigning and moving some elements according to web design
principles such as Conversion-Centred Design is an excellent step for more
desired result e.g. workshop sign-ups.
2. Stronger digital presence: Establishing authority on the market by
informational blogs can help in inviting engagement from its audiences, thus
converting more people to trust the business and eventually become its
clients.
3. Increased brand awareness: Implementing a three-month digital marketing
strategy is a good start to increase brand awareness not only in the digital
space but also during in-person meetups. Expanding to not only social media
space, but also in Google paid ads such as search and display marketing
ads can widen the business' digital presence and brand awareness.
By focusing on SMART goals, segmenting the right target audience, positioning
its marketing messaging and assets according to its goals, and tracking and
optimizing during the campaign, the business can scale the business by not only
maintaining a large chunk of its existing clients through loyalty opportunities but
also acquire new ones.
Thus, these GAPS will be used as guide for the objectives, which are then
aligned with the vision and mission of the business, to create the overall digital
marketing strategy.
8
Objectives
Vision
Chloe Greenberg Studio envisions a world where every human being has the peace, inspiration, and
motivation to achieve their goals and live life to the fullest.
Mission
Chloe Greenberg Studio provides individuals with a goal-setting space to help them create actionable steps
and systems that support them in tackling various obstacles in all areas of life. We give this support and
guidance by engaging and connecting individuals through personalized conversations in workshops, art
classes, and online community.
SMART Goals
Re-development of Website: To generate 5% conversion rate
(Bookings) from the website at the end of the campaign period on
July 31, 2023.
Strengthen Digital presence: To generate 3% engagement rate by
post (ER) for Instagram and Facebook social media pages at the
end of the campaign period on July 31, 2023.
Increase Brand awareness: To generate 3% click-through rate
(CTR) from the Google search and display ads at the end of the
campaign period on July 31, 2023.
9
Digital Marketing
Strategy
At a Glance
This section shows the TOPPP SEED Model (Target Market, Objectives,
Positioning, Processes, Partnerships, Sequence, Experience, Engagement, Data)
as a way to strategize marketing efforts using each of the 9 elements to achieve
the set goals of the business.
01
Target Market
Identify target market and segment according to customer Demographic,
Geographic, Psychographic, Behavioural.
02
Objectives
To increase brand awareness and conversion using the various digital assets
of the business as well as SEO practices and web design principles.
03
Positioning
To position itself as a leader in the field of goal-setting and life coaching.
04
Processes
Utilize various softwares and processes to effectively and efficiently
gather market data, optimize campaigns, and produce more digital assets.
05
Partnerships
Leverage partnerships with other companies and organizations to find new
opportunities in marketing the services of the company.
10
06
Sequence
Start with crafting informational pieces of content for brand awareness.
Deploy search and display ads and post though leadership content based
on customer interest, encourage clicks and conversions from email
marketing, Pay Per Click ads, and social media posts. Continue customer
engagement from tools and processes setup.
07
Experience
Customer-centric approach in terms of deploying the content and how it is
deployed through social media, websites, and various partners.
08
Engagement
Continue to monitor engagement rates and experiment with different
posting times, content types, and CTAs via A/B Testing.
09
Data
Keep an eye on trends in your industry, including internal data from
processessetup and external data from competitors and third-party
studies.
11
Target Market
The market for Chloe Greenberg Studio mainly revolves around Business to Consumer (B2C). For B2C clients,
they are segmented according to their Demographics, Geographic, Psychographics, and Behavioural
characteristics.
Demographi
c
Men and women
25 - 50 yr old
Middle to uppermiddle class income
With stable job
Psychographic
Mental health
advocates
Outgoing and reserve
Demotivated
Goal-oriented
Geographic
Greater Vancouver
residents
Urban and suburban
communities
English-speaking
communities
Behavioural
Seeking benefit of
control in life
Willing to pay price
Low customer loyalty
Explanation:
The customer segmentation for Chloe Greenberg Studio is important because it
will define the best marketing strategy, including content and delivery, to be
implemented for the business.
For Demographic, people with stable jobs who are currently experiencing
quarter-life crisis (25yr olds) to people preparing for retiring (50yr olds) can
benefit from the services offered as they would be in need of direction and
guidance in terms of goal-setting and managing stress and anxiety.
For Geographic, it is easier for service delivery and marketing to be
implemented in the same geographic location as the business. hence, Greater
Vancouver is selected. English will be the main medium of delivery as that is
universally spoken, not only in the geographic sense but also in the online space
where the business can operate.
12
Explanation:
For Psychographic, the pain points experienced by potential and existing
customers e.g. lack of motivation and direction as well as the benefits they seek
will be used as a guide to deliver the pain relievers offered by the business.
For Behavioural, those that have the funds and willingness to pay are targeted
as they already have the intent and interest to avail the service. However, since
they have no customer loyalty as this the market where the business operates is
niche, loyalty building programs are important to be included in the digital
marketing strategy.
13
Objectives
Create a digital campaign to publicize our service and explain to the target market what Chloe Greenberg
Studio does through relevant organic and paid content. Some paid formats to be used are Meta Post Ads,
LinkedIn Post Ads, Instagram Ads, LinkedIn Ads, and Google Search and Display Ads. In the case of organic
content, it is recommended to take advantage of the owned media, such as the constant updating of the
website, added blog page on the website, social networks of the founders, and SEO, among others. This must
have constant monitoring and weekly analysis to see what posts, time of posting, and layout works best.
Specifically, the objectives revolve around three SMART Goals:
Re-development of Website: To generate 5% conversion rate (Bookings) from the website at the end of
the campaign period on July 31, 2023.
Strengthen Digital presence: To generate 3% engagement rate by post (ER) for Instagram and Facebook
social media pages at the end of the campaign period on July 31, 2023.
Increase Brand awareness: To generate 3% click-through rate (CTR) from the Google search and display
ads at the end of the campaign period on July 31, 2023.
Positioning
Chloe Greenberg Studio should position itself as a leader in the field of goal-setting and life coaching,
emphasizing how its approach using mindfulness, neuroscience, and positive psychology in their goal-setting
and mindset workshops support its target market.
By educating its audience of the benefits of their services and establishing thought leadership in the industry,
potential clients are more willing to participate and engage in the business, either as loyal followers or avid
subscribers. Therefore, the digital campaign must produce content that are authoritative and informational yet
are personalized, community-focused, and positive.
Explanation:
Clarity about who you serve is created by brand positioning. It also tells your
target audience why you are the best company for them and what distinguishes
your products or services. It also aids in the justification of your pricing strategy.
Hence, positioning is a key element in the digital marketing strategy as that will
define how the target market will perceive the brand.
14
Processes
These are the tools and processes that the business can use to effectively and efficiently gather market data,
optimize campaigns, and produce more digital assets.
Attract the right target, convert
visitors into customers, and run
Multiple templates are available,
inbound marketing campaigns at
from websites to social media posts,
scale, all automated. It allows to
that can be customized to match the
attract visitors with blog posts,
aesthetic of the brand. Additionally,
social networks, advertisements,
users can upload logos, fonts, and
and more. Convert visitors into
color palettes. Canva offers a free
customers with emails, marketing
version with various features and a
automation, and landing pages,
Pro version that includes access to a
among other features. Monitor ROI
large gallery of stock images.
An essential tool for SEM and SEO
campaigns. Ubersuggest allows
users to quickly receive a list of
recommended keyword
combinations after entering a single
keyword. Ubersuggest gives users
data on the competition, cost per
click, and search traffic in addition to
keyword suggestions for an SEO
strategy.
with reports. Everything is based on
customer data in the CRM to allow
for large-scale personalization.
It is the world's most widely used
website tracking and analytics tool. It
integrates with other Google
services, such as Ads, Tag Manager
and Search Console. With this
platform, it is possible to monitor the
number of sessions, most visited
pages, conversions, devices, cities
For Lead Generation, run A/B split
tests between lead generation forms
and website forms. Measure the CPL,
amount of leads, and lead-to-client
conversion. With this information,
Chloe Greenberg Studio can optimize
the budget as well as the resources.
and other data on the website.
Explanation:
By using these processes and tools the digital marketing strategy can simplify
how the business can create content, streamline how this content is deployed,
and optimize campaign and make business decisions by analyzing the data
gathered from each of these processes. Thus, it is important to select these
processes and tools beforehand based on the availability, budget, and ease of
use. The ones recommended on this strategy report are industry standard.
15
Partnerships
Noomii
Noomii is a free online service that helps individuals find their ideal life
coach, business coach, or career coach. Noomii's simple and effective
system matches individuals with their ideal coach from a network of
hundreds of professional coaches based on specific goals, background,
and budget.
Where You Are Podcast
Through real stories, expertise, and practical tips, this podcast helps
families promote their mental health and wellness, navigating important
topics to meet you where you are in your journey.
Sequence
Start with crafting informational pieces of content for brand awareness. Deploy search and display ads and
post though leadership content based on customer interest, encourage clicks and conversions from email
marketing, Pay Per Click ads, and social media posts. Continue customer engagement from tools and
processes setup.
Experience
User experience is about carving seamless experiences and nurturing positive feelings when a user interacts
with a digital marketing touchpoint which could be a piece of content, a website or a landing page (Lambourn
Digital, 2023). For this digital marketing strategy, each customer touchpoint is considered to provide a
seamless path from awareness to conversion for the customer.
Engagement
To increase customer engagement, it is important to understand that it is a continuous process rather than a
one-time effort, so the strategy focuses on providing interesting and valuable updated content to keep the
target audience engaged with the brand by adopting this customer-centric approach where the goal is to raise
awareness and generate interest among the target audience, capturing their attention and creating a desire to
learn. Furthermore, by providing valuable and relevant content, providing exceptional customer experiences,
and cultivating a positive relationship with its audience, Chloe Greenberg Studio can move them up the
customer engagement ladder towards greater levels of involvement and loyalty, where the brand aims to earn
positive reviews, ratings, and recommendations.
16
Data
The data gathered enables us to review and improve the marketing strategy in order to gain greater returns on
investment and experience. These will help the business improve and provide better experiences, resulting in
more good leads, conversions, and revenue.
Identity Data (name, mailing
Design and report templates, logos,
information, email address, social
fonts, and colour palettes.
media, date of birth, and others),
Cost Per Leads, amount of leads, and
Descriptive Data (company name,
lead-to-client conversion, bounce
profession, and education level,
rate, cart or form abandonment.
family details such as marital status,
and lifestyle information such as
homeownership or car ownership),
Quantitative Data (average website
Cost per clicks, Keyword search
interaction, service tickets filed,
traffic, keyword suggestions.
purchase contacts, and source of
website visit), and Qualitative Data
(customer ratings, service
satisfaction reviews).
Website information on number of
sessions, most visited pages,
conversions, devices, cities,
languages, and other relevant data.
17
Digital Marketing
Tactics
At a Glance
This section shows the customer journey from awareness, consideration, to
conversion and the tactics that are used in each stages, including mockups of
digital assets.
01
Awareness Stage
Create different types of informational content that can be repurposed as
blog, Instagram/ Facebook/ LinkedIn post, such as mental wellbeing tips
and snippets of workshops. Google Search/Display Ads also used.
02
Consideration Stage
Provide online webinars for existing and new clients through LinkedIn or
Facebook Live. Include testimonials and reviews on website.
03
Conversion Stage
Optimize website to include a single landing page for bookings, utilizing
Conversion-Centred Design web principle.
18
Awareness
Stage
Website Blog
Blogging is incredibly beneficial for developing and sustaining online brand identity and brand recognition.
Incorporating a company blog into the marketing strategy will bring rapid exposure to the brand across
multiple channels, particularly search and social media. For Chloe Greenberg Studio, the owner can publish
simple informational blogs that readers can consume as well as share. These blog posts should vary from
informational, entertaining, and inspirational.
Creating Harmony Between Brain
and Body
By Carmen Ditotto | April 1, 2023 | General Wellness
The human body is a complex and intricate system, with each part playing a critical role in maintaining overall health
and wellbeing. While we often focus on physical health, the connection between the brain and the body is equally
important. Achieving harmony between the brain and body is key to achieving optimal health and wellness.
So, what is the connection between the brain and body, and how can we improve it? In this blog post, we will explore the
concept of the brain-body connection and discuss ways to improve it for a healthier, more balanced life.
Understanding the Brain-Body Connection
Blogging on relevant subjects in
goal setting and life coaching field
on a regular basis will also boost
your visibility. When someone
connects with a blog you've written,
it can become viral, expanding your
audience and potential customers.
Blogging also enables the business
to put a more genuine voice behind
your brand. You can analyse the
individual benefits of your products
in a blog. In addition, presenting the
most recent research or cuttingedge issues in your industry can set
you apart from the competitors and
increase your reputation as an
expert.
Mockup 1: Blog post for Chloe Greenberg Studio website.
In summary, putting up a blog site will enable your audience to perceive you as a "authority" on the topic if you
include lessons, Infographics, videos, whitepapers, and interviews in your blogging editorial.
Continue to monitor for monthly Impressions and Engagement Rate per post and overall
website to determine which content is effective and rakes in valued engagement from
audience.
19
Social Media Presence
Social media marketing has the potential to be a very powerful tool for business promotion. You may reach a
sizable audience of potential clients with relative simplicity by setting up and maintaining a presence on wellknown social media platforms. Additionally, social media marketing is reasonably priced, making it a fantastic
choice for companies of all sizes.
Social media marketing may help you increase brand recognition, lead generation, and revenue when done
properly. Social media may also be a fantastic tool for connecting with current clients and building a strong
brand advocacy network. Social media marketing is one of the most often used marketing techniques since it
offers so many advantages.
It's also crucial to note that a recent Hubspot study indicates that weekdays between 9 am and 12 pm is the
optimal time for B2C firms to post on Instagram. According to the study, which looked at over 12 million
Instagram posts from various places and businesses, publishing during business hours and avoiding
weekends and after-hours can boost interaction. Business leaders may check their social media accounts
during breaks or after work because they are frequently preoccupied with work during regular business hours.
Additionally, it is advised against publishing on the weekends and after 5 p.m. on weekdays.
Additionally, Sprout Social claims that 2-3 times per week is the perfect posting frequency for a B2C brand.
However, it's important to concentrate on the quality of the material rather than just the number. In order to
find their ideal frequency, Chloe Greenberg Studio will now experiment with the suggested posting
frequencies.
The creation of more material that is pertinent to the target audience and an increase in the visibility of Chloe
Greenberg Studio's website in search engine results pages can also help SEO, as was already noted.
Additionally, it can strengthen the brand messaging and contribute to the development of brand authority by
continuously distributing worthwhile material across various channels that can reach a larger audience.
Continue to monitor for weekly
and monthly Engagement Rate
per post to determine if the
content is effective. Use built-in
Instagram and Facebook
Analytics to know the behaviour
of the brand audience in terms of
activity and posting schedule
6
Mockup 2: Linked Instagram Post to blog article.
Google Search and Display Ads
Mockup 3: SEO Search Ad for Chloe Greenberg Studio.
One of the most well-known types of pay per click (PPC) advertising is paid search. In order to increase traffic
to their landing pages, marketers pay search engines to position their advertising higher on pertinent search
engine results pages (SERPs).
You first put a bid for ad placement on SERPs by deciding how much you're prepared to spend overall (your
budget), as well as how much you're willing to spend each click (your bid). Each individual search engine ad
platform will generate a Quality Score when you build an ad and link it to a landing page to determine where it
will appear. This measure is a reliable gauge of the applicability of your chosen keywords, advertisements,
and landing page.
The Keyword Tool and Ubersuggest are two free tools that offer a list of long-tail keyword ideas based on a
seed keyword and allow the user to filter by search volume, competitiveness, and other characteristics.
These tools can help you find long-tail keywords. By allowing users to track a keyword's popularity over time,
Google Trends makes it easier to find long-tail keywords that are currently trending.
Continue to monitor for Click-Through Rate through Google Analytics to know
which ad bring in more visitors to the landing page of the website and
ultimately book for a workshop. Use A/B Testing to test one element of a
search ad at a time, such as headline or keyword used.
21
Consideration
Stage
Facebook and LinkedIn Lives/ Webinars
During the consideration stage, the target market are actively seeking a solution to achieve their goals and
overcome anxiety and stress. During this stage, they evaluate the available options and weigh the benefits and
drawbacks of each option.
Additionally, Facebook Lives and webinars enable
one-on-one communication with the audience,
which will enable Chloe Greenberg Studio to
respond to any issues or queries they might have
regarding the good or service. As a result, more
people will have faith in the brand and its services.
Unleash Your Brilliance
with Chloe Greenberg Studio
Monday - April 17 at 10AM
via Zoom
with Chloe Greenberg
Life coach
The goal of organic content is to draw our target
audience in with captivating themes that address
their problems. This enables us to naturally reach
them by giving them advice and solutions to their
problems instead than pitching them a product or
service. As a result, we are able to increase
audience involvement during the consideration
stage.
Another benefit of using LinkedIn webinars is that
they can help businesses learn a lot about the
preferences of their audience. Successfully
facilitating interactive discussions and participating
in insightful debates enable businesses to increase
audience trust and cultivate any existing knowledge
they may already have about them.
Mockup 4: LinkedIn Webinar post.
Continue to monitor for sign-ups and immediate feedback during and after the
webinar in order to relfect feedback into the services or improve the content
of the business' digital assets.
22
Reviews and Testimonials
Reviews, suggestions, and endorsements from clients who have successfully used the services of the
business to get the desired results will significantly aid in establishing credibility and support at this stage,
since it is a key one. Once the brand is well-known, it is critical to feel the support of those who have
previously experienced success and who are willing to share their experiences.
The importance of cultivating media connections and being present at professional events cannot be
overstated. In this manner, it is feasible to capitalise on media attention and create free visibility.
The suggested strategy for the brand is to supplement everything mentioned above with a paid media
campaign designed to influence potential customers who have already learned about the brand in the
previous stage and are currently researching and weighing their options with relevant content that persuades
them to believe us.
23
Conversion
Stage
Website Landing Page
Mockup 5: Landing Page for workshop registrations.
A landing page with a clear CTA of "Register Now" is essential for Chloe Greenberg Studio. By increasing
conversions, improving user experience, boosting search engine rankings, increasing credibility, and providing
valuable data for optimization, a good landing page can help to attract new clients and grow the business.
The landing page can significantly increase the number of visitors who take action, such as registering for a
consultation or signing up for a coaching program. By providing a clear and compelling CTA, such as "Register
Now", a landing page can encourage visitors to take the next step and convert into paying customers.
In addition, it is designed with the user in mind. Hence, it should be easy to navigate, visually appealing, and
provide valuable information about the services offered. By providing a positive user experience, visitors are
more likely to trust the business and take action.
24
In relation to the Google Search and Display Ads, a well-designed landing page that is optimized for search
engines can help Chloe Greenberg Studio to rank higher in search engine results pages (SERPs). This can
lead to increased visibility and traffic to the website, which in turn can increase the number of conversions.
Finally, a good landing page provides valuable data that can be used to optimize the digital marketing
strategy. By analyzing visitor behavior, such as click-through rates and conversion rates, the landing page can
be refined to improve its effectiveness and increase conversions.
Continue to convertion rate which is the ratio between website visitors and
the number of successful bookings Use A/B Testing to see which elements
of the landing page can make a difference in increasing conversions..
25
Controls
By offering excellent customer experiences, insightful information, and cultivating a positive relationship with
the audience, the digital campaign strives to establish a positive and emotional connection between the
company and the consumer. The following metrics will be used to gauge success and assist Chloe Greenberg
Studio in evaluating the campaign's success and making data-driven decisions to enhance results and meet
objectives.
the number of likes, comments, shares, and follows on social media channels;
Social Media Engagement
Number of engagements on social media posts related to events and forums
(likes, comments, shares)
Social media followers after participating in events and forums
the number of visits to the website from the target audience;
Website Traffic
Increase in website traffic after participating in events and forums
Time spent on site
the average time spent on the website by the target audience
Impressions
the number of times the ad or content was shown to the target audience
Reach
the number of unique individuals who saw the ad or content
Click-Through Rate (CTR)
the percentage of people who clicked on the ad or content after seeing it
Conversion Ratio
the number of users who converted as a percentage of the total number of users
that visited your site. The higher your conversion rate, the more effective your
content. In the marketing world, conversions refer to the moment when a user
responds to a call to action.
26
References
Canva. (2023). Canva. Canva; Canva. https://www.canva.com/
HubSpot. (2022). The Ultimate Guide to SEO in 2022.
Retrieved from https://www.hubspot.com/seo
Hubspot. (n.d.). Instagram Marketing: The Ultimate Guide.
Retrieved from https://www.hubspot.com/instagram-marketing
HubSpot. (2022). Everything You Need to Know about Customer Lifecycle Management
Retrieved from https://blog.hubspot.com/service/customer-lifecycle-management
HubSpot. (2023). 7 Secrets for Getting Repeat Customers That Stick Around
Retrieved from https://blog.hubspot.com/service/repeat-customers
hubs_content=blog.hubspot.com%2Fservice%2Frepeat-customers&hubs_contentcta=Why%20are%20repeat%20customers%20important%3F
Harvard Business Review (2021). SWOT Analysis.
Retrived from https://hbr.org/2021/02/are-you-doing-the-swot-analysis-backwards
The Keen Folks (2023). The Digital Gap Explained.
Retrieved from https://thekeenfolks.com/digital-gap-explained/
Lambourn Digital (2023). Power of User Experience in Digital marketing.
Retrieved from https://www.lambourndigital.com/blog/the-power-of-user-experience-in-digital-marketing
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