Defense-ability
is changing statistics,
one woman at a time.
“Our goal is to empower, equip and educate women to defend themselves, regardless of age or fitness level. Women’s Self Defense Classes offered by Defense-ability are tailored to the lifestyles of women here in the Silicon Valley and the Bay Area.”
Source: https://defense-ability.com/
Marketing Objective
S.M.A.R.T. Goal:
Our goal over the next 90 days is to raise brand awareness around our Women’s Urban Class by increasing unique site traffic by 15% through paid social and search advertising*
*Blue Sky: If all things were already configured and functioned as it should
Weaknesses
✗ Facebook ads run through personal page instead of business page
✗ No email marketing strategy
✗ Site analytics not configured to show audience data
✗ No Google ads running
Strengths
✓ Strong earned content on referral sites (Yelp & Google)
✓ Website presence (2013)
✓Strong word-of-mouth advertising bring new students
✓ Facebook presence (2014)
Tactic #1: Paid Social Ads
1st KPI: +15% Referral Site Traffic
2nd KPI: +25% Lift In Social Engagement
What would we test for?
Available filters are gender, age and location: target least-engaged segment: 25-34 yrs. with a “Urchin Traffic Monitor” codes in the URL for site tracking.
Run audience split-test (lookalike) and traffic learnings would help refine & optimize further testing future campaigns (audience, content, and scheduling).
Tactic #2: Paid Search Ads
1st KPI: +25% Landing Page Traffic In 1mo.
2nd KPI: +15% Non-bounce Sessions
Qualified leads: from January through July 2019, 65% of overall site traffic came from organic search.
This has been a consistent trend for years since site tracking began.
The metrics provide a strong business case to fix broken analytic settings (pixel, demographics, goals, etc.) and to pursue paid SEO ads on Google.
What Would We Look For?*
Use Google Analytics, Trends, Keyword Planner and Ubersuggest to compile a list to choose short-tail keywords (high intent) to bid on.
Decide on budget based on site conversion rate.
Set up an ad groups with UTM codes for testing.
Run ad campaign for a month, checking every week for refining / optimizing.
*Blue Sky: If all things were already configured and functioned as it should