Megan McDaniel | Electronic Marketing | December 9, 2015

Wrap-n-Card EFFECTIVE DIGITAL MARKETNIG SOLUTIONS

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IMPROVING WEB PRESENCE The objective of this review is to provide constructive feedback to improve Wrap-n-Card’s online

presence. In consideration of your time the following recommendations are broken down by

“Problem”, “Why is it a problem?” and “Solution”. For further details please contact me at

meganmcdaniel@frontier.com.

WEBSITE REVIEW

Problem: Poor Website User Experience

Why is it a problem? The internet provides opportunity to develop leads, increase traffic, and

create conversions for your business. To utilize these resources your website/landing page needs to

provide a positive user experience. Majority of the user experience is created by the website’s

design and functionality.

Solution: Change the base color from a pale yellow to a more neutral/comforting tone to prevent

customers from being distracted by the background. Consolidate the text links at the top of the

page to a vertical list on the left side of the page. Ensure that images of products are visible from

any devise at first look. Potentially creating a banner of varying products to engage customers with

the opportunities available.

Problem: Website Authorship

Why is it a problem? Providing easily accessible

and clearly stated contact information and options

for feedback to customers is critical to serving the

best possible service and answering any questions

customers have. As a small business owner you

have the advantage of providing thoughtful

feedback that larger organizations aren’t able to

provide for their customers.

Solution: Create a corner section at the top of the

website for contact information and including an

email and phone number. Also provide a hyperlink

to another page for further information about store

hours and location.

Problem: Product Purpose

Why is it a problem? The primary purpose of a website is to engage and inform customers of the

products/services you are providing. The current design has links to questions that help answer

consumers’ questions but the separate links and pages create too much work to hold their

attention.

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Solution: Combine the “What”, “Why”, “How”, “When”, and “What” to create a comprehensive

page for customers to learn more. This will declutter the front page space that you have available

and prevent customers from having to scroll through the pages to find what they are looking for.

Problem: No Action Item

Why is it a problem? The landing page doesn’t have an action item to direct customers into

purchasing. Action items create immediacy in the customers mind and can be the difference

between a customer’s getting stuck in the sales funnel or making the purchase.

Solution: At the top of the page add an action item, example being “Purchase today for early

delivery before the Holidays!” or “The Holidays are here! Order today and guarantee fast delivery.”

Give each product its own space with pricing details below. The keywords underneath the products

description will help with SEO and encourage customers to look more into the product.

Problem: No Incentives

Why is it a problem? There are a variety of incentives that can be offered to customers to bring

them back for more and refer the products to their friends. Without incentives it’s difficult to get

the information you need from your customers to interact with them and determine new

marketing strategies. There are membership programs that provide you with customer data,

increase customer satisfaction, and customer retention. There are reward incentives for referring

new customers or sharing company products on social media outlets.

Solution: Considering that products are already low cost, offer an immediate 10% off for customers

that create a profile and enter their information. If you offer this deal in a pop up window when

customers first open the website it will incentivize them to use their 10% while looking at products.

Problem: No Customer Testimonials

Why is it a problem? Testimonials build trust with the customers immediately and sell the

products without sounding “salesy” and creating skepticism.

Solution: On the home page of the website provide at least 3 testimonials from customers and

their photos of the products they bought to make them more reliable.

SOCIAL MEDIA STRATEGIES

Problem: Inactive Facebook/LinkedIn

Why is it a problem? Facebook/LinkedIn provides the opportunity for businesses to interact and

share their experiences with a company. It also provides an opportunity for companies to share

their new products, community engagement, and new endeavors with customers. This can be a

successful marketing strategy if the business is willing to regularly engage and create content for

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customers. If a business hasn’t posted to its media page for over a month it looks bad for company

image.

Solution: Start a Facebook campaign for customers to post photos of their gifts being wrapped or

boxed using Wrap-n-Card products this holiday season and post a contest for customers to win a

$20 gift certificate to Wrap-n-Card for sharing.

Problem: Poorly Promoted YouTube Channel & Videos

Why is it a problem? YouTube channels can be customized to showcase your brand and provide

an informational section for viewers to understand your company better. The problem is that the

channel currently is missing a description or any next step links to purchase products. There are

educational videos for “how-to” and an introduction to the owner of the company h0wever it’s

missing a hyperlink to other videos and the website.

Solution: Change your banner on company channel page to photos of products or customers using

products. Add an informational section with an action item to “Purchase Here!” with a hyperlink to

website. In the “how-to” video add text over the video with “Step 1” and “Step 2” to make the video

more user friendly.

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Problem: Social Media Opportunities

Why is it a problem? There is currently a Facebook and LinkedIn profile for the company but not

a Pinterest or Instagram page. The advantage of these products is that they are visually appealing

and would market themselves well over the holiday season when people are looking up was to

decorating gifts.

Solution: Create a Pinterest and Instagram site to market visually to customers at no cost. Provide a hyperlink to the products to purchase underneath the maybe a 10% off coupon code for first time customers. Problem: Google Plus for Local Search

Why is it a problem? Without a Google Plus

account local searches for small businesses

won’t show up in the search results. You have

to scroll down to find a profile which means

that enough details weren’t provided to show as

a local business.

Solution: Add details like an exact address and phone number to better perform in a search. KEYWORDS & SEARCH Problem: The Search Results Page (SERP)

Why is it a problem? Wrap-n-Card is not found under a search for their primary service which is

gift wrapping and cards. This means that if a customer was conducting an informational search

they wouldn’t be considered as an option. However they do appear with an exact search of their

name. This is good for a transactional search if they customer knows the exact name but say that

they exchange the “n” for “and” and they won’t be able to find them.

Solution: Choose keywords that create a broader topic for informational searches, like “gift”, “box”, “wrap”, and “holiday”.