This document describes an online marketing strategy proposed for a small Chilean company called MomentosDulces.cl that makes homemade desserts. The strategy includes designing a website, implementing search engine optimization, creating social media profiles, an email marketing campaign, and search engine marketing. The goal is to drive traffic to the website, capture customer information, raise awareness of the company, and increase its customer base. An initial Google AdWords campaign was performed that generated over 300 visits and 3 customer inquiries, demonstrating the potential of the online strategy.

1. A Chilean Homemade Desserts company
AD 737 - Innovative Marketing Techniques
Boston University
Professor Sr. Andrew Banasiewicz
April 2013
By:
Martin Meister
MomentosDulces.cl
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2. Company Overview
 Small familiar venture dedicated to manufacture sweet meals and craft desserts
 Now it´s a hobby for extra money, in the future can be an initiative for retirement
 Located at 25 km from Santiago of Chile
 Actually generating customers by the word-of-mouth associated to owners
 No Internet presence
MomentosDulces.cl
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3. Proposed Online Marketing Strategy
 Design and Host the MonentosDulces.cl website
 Generate SEO Search Engine Optimization
 Create Social Marketing Websites (Blog, Facebook & Twitter)
 Deliver a MailChimp Email Marketing Campaign
 Perform SEM Search Engine Marketing Google Adwords Campaign
Online Marketing Plan Objective
 Drive visits to the website
 Capture potential customers´ information
 Generate online awareness
 Increment the customers´ base
 Place to share recipes, sweet meals, cooking workshops and testimonies
MomentosDulces.cl
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4. MomentosDulces.cl
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Company´s Logo
Search Option
Easy Navigation Bar Rotating Banner
Clear Titles
Only Relevant Information
2nd way linked info
Social Medias Buttons
Subscription Capability
Rotating Testimonials
Social Medias Share
We wanted
 A professional looking
website
 Reach high-end
household women
 Aesthetic design
 Informational design
 Interface design

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Rotating Banner
Products´ Display
 Products´ category in
main Menu
 Takes us to the category
gallery
 Finally more details in
selected product
 As example a wedding
cake
Products´ Category
Product Display
Category Gallery

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Relevant Keywords´ Strategy
 Use Google Adwords Keyword
Tool
 Find best keywords
 Popularity, relevance &
competition
 Tests with search engines
 Make Benchmarking
 Final selection

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SEO for Website
 In website use keywords in
meta titles, descriptions,
keywords & body text
 Use All in One SEO Pack
Wordpress plugin
 Test webpage organic SEO
performance with
RankingToday.com

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Blog Website
 Connected with main site
 Facebook, Twitter and RSS
buttons
 Drive traffic via new content
 Doorway to all Social Marketing
 Share important content for
customers
 Dessert recipes
 Cooking advices
 Awareness of new products,
events and workshops
 Periodical testimonies
Last Post Link to Products Link to Products
Blog´s Categories
Social Media Buttons
Share Buttons Last News
Link to Main Site

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Facebook Page
 Prioritize community formation
 Owners´ engagement
 Fans growth => connect with
friends, relatives & neighbors
 Include all new products, recipes
& activities
 Share events´ photos
 Enhance community
participation
Twitter Account
 Media for instantaneous
messages
 Primary source of news
 Announce new products &
recipes
 Special contests

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MailChimp Campaign
 Create, send and track first
monthly Newsletter
 Drive visits to the website
 Create awareness
 Linked with homepage,
products, delivery and blogs
page
 Facebook and Twitter buttons
 Subscription widget in main site

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Google Adwords Campaign
 Search & Display campaign
 Lasted 6 days
 46.4 dollars´ budget
 Chilean country
 3 Ads Groups with 50 keywords
 363 clicks & 47,000 impressions
 13 USD cents per click
 3 mail contacts for possible
orders

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Preliminary Results
 Great increase during Adwords
campaign
 80% of traffic from search and
referrals (display)
 51% Bounce Rate
 20% used Smartphones
 300 visits and 761 page views
 Organic Searches not detected

13. Conclusions
 Positive evaluation of the online marketing strategy and results
 We generated online awareness and gathered visits to the website
 300 visits with more than 760 page views
 3 mail contacts requesting company´s service
 Developed the bases for future growth (website, blog, Facebook page and Twitter account)
 Gained experience to implement next email and SEM campaigns
Recommendations
 Populate webpage with all the products with enhanced photos and content
 Include in Products´ Page more “call to action” buttons
 Study the convenience of developing specific adaptation for smartphones
 Implement inbound links, enroll in vertical and related content portals to achieve organic SEO
 Deepen Social Marketing Strategy engaging the owners
 Improve MailChip email campaigns with focused “call to actions” and local email accounts
 Maximize Clicks Through Rate in future Adwords campaign using more accurate and longer
keywords
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