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Digital Marketing Strategy: Defense-Ability

I developed a bespoke marketing strategy for a business owner to increase foot-traffic for her private self-defense training courses.

 

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