Tiedup

Digital Marketing Strategy

Arantza, Barbara, Enrico, Irina

COMPANY OVERVIEW

TiedUp is a London-based company.

We are an online fashion store offering a range of stylish and mid-priced ties and bow ties to urban young men.

The products take inspiration from African colours and patterns, as a testimony of the roots of the lead designer, who moved to London from Burkina Faso 10 years ago.

Our fabric are all sustainably sourced and 100%

organic, and support the development of local

communities in Burkina Faso.

BRAND OVERVIEW

TiedUp is an innovative and distinctive brand that has reinvented the classic bow tie.

Derived from a collaboration of a creative mind and the support of African communities, TiedUp Bow Ties is an accessory created for a daring new generation of urban men set to express themselves with originality and style.

Visual Identity: the look and feel aimed for is clear and minimalist, to showcase the colourful products at their best, but with a touch of the hearty colours of Africa to brighten the brand up.

SEO STRATEGY

web address: www.tiedup.london

Key words

Bow, tie, fashion, style, London, urban, city, community, African, Africa, colourful, suit, pattern, man, men, online, shopping, collection, designer, accessories, sustainable, organic, development, cotton, ethic.

The key words :Relate to the products and African heritageRelates to the target audience Relates to fashion and design world

WEBSITE

NEW SUMMER COLLECTION NEW SUMMER COLLECTION

WEBSITE

SOCIAL MEDIA STRATEGY

Facebook

Why? To create buzz and awareness around the brand and company products To generate traffic to the website and revenues Used in synergy with the other social media mix will improve the brand awareness and stratagy.

What?Create a public profile page which includes all the company essential information and productsoperating as a customer service front desk, encouraging feedbackTo promote our newsletter and blog, sharing our posts and content


Twitter

Why?To generate conversation and share contentTo engage our audience, not to sell the product

What? Regular tweets to talk about news from the fashion and design world that relate to our companyPromote events and exclusive products/ collaborations Promotional tool to engage the audience - create a photo competition, i.e. ‘#Spotthebowtie’ and send us a picture to win XYZ


Google+

It complements our social media strategy allowin us to get higher ranks in Google search engine. We have a product page which uses all the SEO strategic key words.

LinkedIn

It is used as a company business card, we have a professional profile to present the company to the cusotmers and to recruit new talents, creating new cereer opportunity inside TiedUp.

Both those social media get very high ranks in Google so it’s important that the company description and profile includes all the key words from the SEO stratege to optimise search.


Instagram and Pinterest

Why? Media very visually-led, we use them mainly to showcase our range of products, and the patterns we use. To share lifestyle inspiration and engage the audience

What? To share picture of our products, with seasonal moodboards to promote collectionsTo showcase inspirational and lyfestyle moodboards. (related to east London life and events)Promote pictures of our testimonial/brand ambassadors or interesting events we sponsored/ organisedTo show how the African community life has improved helped by our business

NEWLETTERThe service of the Newsletters that we provide will be focus on: New Products/collection (every new season/ quarter) Partnerships with up-and-coming artists and designers for Limited Edition collectionsPromotion of special events or shows where we are present with invite and subscription to guestlist

TECHNICAL REQUIREMENTSRequired subscription upon purchase – the option will be available also on the home page of the website Create a database where we can manage all the clients information and send tailored emails and communicationsEmail tracking system to monitor the effectiveness of the newsletter (how and how much drives traffic to the website).

NEWSLETTER

If you are unable to see the message below, click here to view

THE COLOURS OF BRITISH SUMMER

From the catwalkNew seasons trends: discover the trendy patterns for your summer.

Words from the street What our customer think and what is trendy in east London.

Father’s day panic? Find the perfect present for your dad here.

If you have any questions, ideas, complaint or just want to talk to us, please get in touch: [email protected]

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BLOG

AFFILIATE MARKETING & PPC

Our brand ambassadors

Collaboration and partnership with other web sites and blogs.

We searched the best male fashion blogs in London in July ’14:

We pay them to advertise our web site.Send the bloggers as a gift a unique and bespoke bow tie to encourage their collaboration and the possibility that they could become brand ambassadors.We create the bow ties, they do the marketing and PR for us.

AFFILIATE MARKETING & PPCEBUZZING LABS

Ebuzzing Social Ebuzzing Labs Blog ranking General

Top Blogs - General - July 2014

Blog ranking based on the score calculated by Ebuzzing which considers various numerous parameters including the number of backlinks, the number of shares of its articles on Facebook and Twitter



HypeHype is a mobile app featuring what’s on in the East, Centre and North of London. As our target is mainly the East London hipster it is actually a good tool to advertise our brand and products.

If you like to follow the latest trends but are concerned about sustainability and fare trade, you cannot miss these amazing African bow ties by TiedUp, a new online store founded in Shoreditch.

BRIGHTEN UP YOUR SUMMER WITH THIS COLOURFUL BOW TIES

ANALYTICS AND TRACKING

Why?

Google analytics allows traffic tracking in the website and specific landing pages:

Visitor volume and frequency

Visitor location (city or country side)

Time span per individual site or page

Peak visits (date, time) – it helps to plan future promotions

Visitor volume and frequency on social media platforms

ANALYTICS AND TRACKING

SEO TRACKING

It is the frequency of key words appearance in search results, and includes:

Which site is searched for most frequently – Home Page vs. Landing pageSearch traffic – organic traffic VS paid traffic Brand vs. Non brandSearch engines - where does traffic generate from? Google, Yahoo, Bing, etc ?

THANK YOU FOR YOUR ATTENTION

Arantza, Barbara, Enrico, Irina