Marketing Audit v8-12-2014.indd 1 marketing audit hand drawn records by HATCREEK MARKETING 8/27/14 7:59 PM
DO WHAT MAKES YOU GREAT. /hatcreekmarketing @hatcreekinc www.hatcreekmarketing.comMarketing Audit v8-12-2014.indd 2 8/27/14 7:59 PM
4 about hatcreek 5 about digital 7 audit purpose 8 your snapshot 9 branding 12 web presence 15 link analysis 18 social channel 23 content 27 your audience 30 personas 34 your blueprint 35 website 42 social 47 strategy 50 next stepsMarketing Audit v8-12-2014.indd 3 8/27/14 7:59 PM
about hatcreekMarketing is your voice heard. It’s social media. It’s your website. It’s phone calls and emails, happy hours and lunch meetings. It’s stand-ing in a crowded room yelling, “I’m here, and I have something to offer”. For a long time being successful has had less to do with having a betterproduct and more about having the loudest voice.At Hatcreek Marketing we believe in the power of qual- WE BELIEVE THEREity work. We believe that something isn’t worth doing ARE AMAZINGif you don’t do it to the best of your ability. We believe PEOPLE DOinGin taking the time to do it right. We believe there areamazing people doing amazing things. AMAZING THINGS.Unfortunately, this isn’t always enough.Quality doesn’t always move you to the front of the line.As Texans we’ve met our share of hard working peoplethat begin and end their day as the sun rises and sets.They’re offering products and services that will outlastand outperform any on the market yet still they’ve hadto turn off their lights.We are dedicated to the cause of finding these great people that are struggling to be heard, because we know a strong voice can be thedifference between a thriving business and shuttered doors.Working with you to build impactful, sustainable campaigns that are measurable against goals we set together is what we do. It’s what makesus great, and we’re all about teaming up to share our skill so you can worry less about marketing and focus on what makes you great.This audit is just the beginning, and we hope through it you will see the value and passion that Hatcreek Marketing can bring to your team.marketing audits tactical seo analytics e-mail marketing social management content curation Services -4- 8/27/14 7:59 PMMarketing Audit v8-12-2014.indd 4
about digital 47% 47% of American’s site Facebook The internet has changed the way we make as their number one influencer when making purchases. decisions. It’s given consumers the power to re- search and companies the power to connect. It25% 25% of the world’s population are levels the playing field by putting quality front active on social media. and center and that’s why we at Hatcreek have embraced it so fully. -5- Did you know that 47% of American’s site Face-Marketing Audit v8-12-2014.indd 5 book as their number one influencer when mak- ing purchases? How about this, almost two trillion peo- ple are active on social media. That’s more than 25% of the entire worlds population! When you consider only about 2.5 tril- lion have internet access, that means al- most 75% of the worlds population using the internet is also using social media. Businesses that don’t see this as an enormous opportunity to reach their customers are at risk of losing their voice to those who are willing to engage. But here’s the other thing, it’s not just about talking to your customer. Now you have the opportunity to really listen. 8/27/14 7:59 PM
1.3BILLION There are 1.3 billion people on Facebook -6- alone. Wherever there are over a billion people telling you what their interests are,Marketing Audit v8-12-2014.indd 6 their hobbies, offering up information about what they think is valuable, is a goldmine. Any company not rushing to hear what they are say- ing is missing a huge opportunity to learn more about their consumers directly from their consumer. If you’re still not sold, consider traditional media. When’s the last time you sat through the commercials? That’s bathroom break time or get a snack from the kitchen time, or more likely, fast forward time. Technology is work- ing to make this type of interruptive marketing obsolete because consumers don’t like being interrupted. You’re watching a movie, not thinking about what type of sponge is going to clean your dishes the best. When you want to know what kind of sponge will do the best job you’ll do a Google search. And therein lies the rub. Digital Media allows consumers to come to you when they’re ready. If you’ve been listening to them and you can give them what they’re look- ing for when they come, you’ll have a lifetime customer. 8/27/14 8:01 PM
We are well past the days where your marketing success rises audit purposeand falls with one big idea. What separates businesses that are able 68% Of consumers will view a company’s social networking site before buyingto scale into Fortune 500 companies is not quality, it’s measured 40% Of shoppers consult 3 or more channels before purchasedecisions. This is why we start with this audit.We collect as much information as we can about your companyand your audience. Then we lock really smart people in a room withreally creative people, and what comes out are great strategies drivenby data.Using internal tools as well as 93% Of online research startsinformation available across all your with a search engineplatforms, we’ve done a thoroughanalysis. What follows is a break 70% 72%down of that data and our recom-mendations for steps forward. Of all internet users are now active on Of consumers say that online social media reviews are among the most trust- ed sources for information 78% Of SMB’s attract new customers through social media -7- 8/27/14 8:01 PMMarketing Audit v8-12-2014.indd 7
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branding Everything you say and do says something about who you are and what you’re trying to accomplish. It’s your copy, your logo. It’s the quality of your work and how you deliver it. It’s an embodiment of you. Anything that could be used to make a judgement about who you are, all of it, is your brand. -9- 8/27/14 8:01 PMMarketing Audit v8-12-2014.indd 9
- 10 - branding : YOUR Unique selling pointMarketing Audit v8-12-2014.indd 10 Independence The ability to buck the norms in the music industry and focus more on what makes you great than on the bottom line can be a huge advantage when reaching out directly to fans. artist By their nature artists are unique. No two are the same. By putting the artist first through your core principles, you are focused on exactly what sets Hand Drawn Records apart. vinyl In an age where everyone can download music from anywhere at anytime, there’s nothing left to hold. The tangible element is missing. There’s a nostalgia for the past eras of music, and making your music available on vinyl taps into that nostalgia. 8/27/14 8:01 PM
branding : IDENTITY ANALYSIS We asked a focus group to look at a series of Hand Drawn’s visual assests including images from your website as well as your logo. We asked them to give one adjective and one noun that the visuals illicited. mission statement HAND DRAWN RECORDS fosters a do-it-yourself ethos in all facets of the music business with an “artist first” approach at its core. The label focuses primarily on art- ist development, limited edition re- cord releases, and compilation al- bums. Hand Drawn’s core values center on the incontrovertible truth that success truly favors the prepared and that the heart of a healthy musical community beats to the drum of hard work. Attributes A LOGO MAKEUP COPY COMPREHENSION DESIGN TONE ICON & TEXT COLLEGE JR. HOME GROWN - 11 - 8/27/14 8:01 PMMarketing Audit v8-12-2014.indd 11
WEB PRESENCE Your website truly is the heartbeat of your online presence. All roads lead back, and many times that’s where prospects convert. That’s why it’s crucial to take the time to do it right. From linking architecture and coding structure to user experience and design, all need to be taken into careful consideration when crafting your site. Let’s take a look at how you’re performing. - 12 - 8/27/14 8:01 PMMarketing Audit v8-12-2014.indd 12
wEB Presence : DOMAIN METRICS22 Domain Authority is a metric Hatcreek uses that was developed by your competitors3.68 Moz. It is an algorithm calculation based on a 100 point scale meant 75 6.013.97 to predict how well a site will perform in search results indepen- dent of a specific query. It uses the below metrics, Moz Rank, Moz SUBPOP 6.12 Trust as well as your linking profile and additional metrics. It’s a good measurement of growth of a site over time. 69 61 Domain RANK is another metric Hatcreek uses that was developed MERGE SADDLE 5.71 RECORDS CREEK by Moz. It’s an algorithm calculation based on a 10 point scale meant to measure the “Link Popularity” of a page independent of 5.91 5.61 5.41 specific queries. This is your Moz Rank at the Domain level (DmR) which measures the popularity of a whole site against all other domains on the web. TRUST VALUE is another metric Hatcreek uses that was developed by Moz. It is an algorithm calculation based on a 10 point scale meant to measure the “Link Trust” of a page independent of specific queries. This is your Trust Value at the Domain level (DmT) which measure link trust of a whole site against all other domains on the web. 3 Helpful Tips To Raise Rankings • Target subjects to which you are an authority • Reach out to industry leaders and introduce them to your content • Connect your social accounts to your website - 13 - 8/27/14 8:01 PMMarketing Audit v8-12-2014.indd 13
WEB Presence : Google analytics 2 AVG. PAGES 2 AVG. MINUTES PER VISIT PER VISIT 23.7% 76.3% - 14 - The ability to track data from users can be invaluable if set up and used correctly. However,Marketing Audit v8-12-2014.indd 14 it can be very dangerous and lead you in the wrong direction. It’s crucial you’re aware of factors that might affect your data. Here are a few common things that can cause faulty data: • If you are not blocking internal traffic, your data might be skewed by you or your employee’s visits • If you only have tracking code installed on a few of your pages • If you haven’t standardized case sensitivity in your urls 8/27/14 8:02 PM
LINK ANALYSIS Links are one of the biggest ways Google determines how authoritative you are on a given subject. Generally speaking, the more links the better, however, not all links are created equal. Seeking fewer links from highly authoritative websites is always preferable to gettings tons of links from spam sites. - 15 - 8/27/14 8:02 PMMarketing Audit v8-12-2014.indd 15
WEB Presence : link analysisThink of it this way. You’re at a party and someone you’ve never met comes up to you and has had one too many to drink. They loudlypronounce, “ALEX IS A GREAT COOK!”. Now Alex might be a fantastic chef but chances are you’re not going to take the drunkard’sadvice. Think of that as a spam link. If a friend who you trusted however came up to you and made the same declaration, it would carrymore weight. Further more, if that friend happened to be a highly regarded food critic, it would carry that much more weight.// link analysis Links work the same way. The higher the authority of the site linking to yours, the more credibility it’s going to give you. External linking domains refer to sites, other than your own, that link to your site. Why do we care? Let’s continue with the chef Alex example.19 EXTERNAL LINKING DOMAINS 119 EXTERNAL LINKS 115 Social LINKSMarketing Audit v8-12-2014.indd 16 If Alex himself came up to you and told you he was an excellent cook, besides thinking him a little braggadocious, you’d probably take his opinion with a grain of salt (pun intended). After all, how objective can he be? That would be like an internal linking domain, one page 8/27/14 8:02 PM
wEB Presence : link analysison your site linking to another. Search engines aren’t taking your advice on how much you know. The food critic friend however wouldbe an external linking domain. He doesn’t necessarily have an affiliation to Alex but is an authority on the subject of cooking. The moreexternal linking domains with a high Domain Authority linking to you, the better you look.There are two ways to link to a web-site. You can actually include the fullURL, or more commonly, you can con-vert text to a hyperlink. Anchor textare those words you convert to link toTHE HIGHER THEAUTHORITY OF THESITE LINKING TO YOURS,THE MORE CREDIBILITYIT’S GOING TO GIVE YOU.another site. While they don’t carry asmuch weight as they once did, searchengines still use them to help determinewhat subject matters to which you are an authority. If someone linked your site with your company’s name asanchor text , while it might help your brand rank higher, it’s not very informative to what subject matter you are an expert on. If however,someone used very descriptive keywords that are relevent to your industry as the anchor text, it would convey to the search enginesthat you are an authority in that subject matter. This is why anchor text can be particularly helpful when trying to optimize for keywords. - 17 - 8/27/14 8:02 PMMarketing Audit v8-12-2014.indd 17
social channels Social platforms knock down the wall between companies and people. No longer is the conversation one way. Social Media allows you to engage rather than sell. Not only that, it gives you unprecedented access to consumer informa- tion given directly from the consumer. You no longer have to wonder how you can provide a better product or service, because you need but ask. -- 1181 -- 8/27/14 8:02 PMMarketing Audit v8-12-2014.indd 18
EST. 2013 HATCRE SOCIAL SNAPSHOTS : FACEBOOKEK MARKETING INC. EK MARKETING INC. EST. 2013 HATCRE - 19 - 8/27/14 8:02 PMMarketing Audit v8-12-2014.indd 19
EST. 2013 HATCRE SOCIAL SNAPSHOT : TWITTEREK MARKETING INC. EK MARKETING INC. EST. 2013 HATCRE TOTAL TWEETS 4185 SOCIAL AUTHORITY 36 Social Authority is on a 1-100 scale and considers retweet rate, retweet recency, as well as profile data. - 20 - 8/27/14 8:02 PMMarketing Audit v8-12-2014.indd 20
EST. 2013 HATCRE SOCIAL SNAPSHOTS : TUMBLrEK MARKETING INC. EK MARKETING INC. posting ratio EST. 2013 HATCRE TOTAL POSTS Your ‘Note-To-Post Ratio’ is the .52:1 amount of comments you get per 844/74% post on average. It’s important to remember that it only considers notes on original content. In other words, comments on anything you reblog will not be counted as a note.NUMBLR SCORE34 Numblr Score is on a 10-100 scale. It is based on your note to post ratio as well as your post freqency. Another factor is your content’s longevity, or how long people continue to engage with it after you’ve posted. - 21 - General Tumblr StatsMarketing Audit v8-12-2014.indd 21 • Average visit duration is 14 minutes • 65% of users are college educated • 35% earn more than $50k annually 8/27/14 8:02 PM
EST. 2013 HATCRE SOCIAL SNAPSHOT : INSTAGRAMEK MARKETING INC. EK MARKETING INC. EST. 2013 HATCREAVG. likes AVG. comments total posts 9 0 657 General Instagram Stats • 200 million monthly active users • 51% of recent high-school grads use daily • Purchased by Facebook for $715 million - 22 - 8/27/14 8:02 PMMarketing Audit v8-12-2014.indd 22
CONTENT Content is how you communicate with your audience. It’s not just educating them about who you are, it’s showing them. Abandon the idea that it’s only a sales tool. Your content should aim to add value to those who engage with it. If you do that well and consistently, converting prospects will naturally follow. - 23 - 8/27/14 8:02 PMMarketing Audit v8-12-2014.indd 23
content analysis : content funnel social E-MAIL search events Understanding your sales funnel is crucial to building your content CONTENT Funnel strategy. Let’s take a look at the general stages. AWARENESS AWARENESS | At this top stage of the funnel, prospects aren’t trigger customers yet. They’re not even really prospects. This stage is consideration about making people who may eventually want or need what you are search offering, aware that you exist, even if they aren’t quite sure what you conversion do. retention TRIGGER | This stage is about enticing or “triggering” people to 8/27/14 8:02 PM learn more. They may not currently have a need, but they now know what it is you are all about. CONSIDERATION | This is where they become a full on prospect. At this stage they are actually considering how you might be a fit for them or their company. They’re by no means sold, but they’re circling at this point. SEARCH | They made the decision that they want something “like” what you’re offering, but like any smart consumer, they want to shop around. At this stage they are looking at all their options. CONVERSION | They’ve looked and have decided that you are in fact the cats pajamas. This is that magical stage when the prospect converts into a customer. RETENTION | Keeping customers is always easier than earning new ones. This stage of the funnel is all about customer service and continuing to add value to your customer’s lives. For the most part every company’s funnel looks the same. It’s how they move through that funnel that drastically changes. In addi- tion, sometimes there are mini funnels within stages that lead to micro-conversions which are responsible for moving potential customers further along in the process. Every piece of content you publish should have a targeted stage of the funnel and a clear objective. If you’re not converting prospect to customers, it might not be because your conversion content isn’t compelling enough. It might be that you need to focus more attention towards the top of the funnel. - 24 -Marketing Audit v8-12-2014.indd 24
After evaluating your content from your website, Twitter and Face- social E-MAIL search events book we concluded that approximately 60% is geared towards the conversion stage of the funnel while 26% is aimed at the trigger CONTENT Funnel stage. Sometimes to improve results at the bottom of the funnel it is best to focus more attention on the top of the funnel. AWARENESS trigger - 25 - consideration searchMarketing Audit v8-12-2014.indd 25 conversion retention 8/27/14 8:02 PM
Twitter frequency 5.38 / DAY INSTAGRAM TAGS NASHVILLE RECORDS DIGITAL SWAG INDIE FOSSIL HANDMADE NEW HDRATX 10INCHVINYL ONEDIREC- TION BIGACREMETAL ART PREVIEW MUSIC ALBUM MILLS MAGAZINE AWESOME LOCALMUSIC PARTY VIDEO WILDFLOWERFEST GYPSY- ROCK INSTUDIO INSTAGOOD ROCK BESTOFTHEDAY HOBDALLAS LIVE IN- STAFOLLOW STARTELEGRAM INSTA- DAILY LIKE4LIKE THESTOCKYARDS CONCERT TBT PRIVATECOLLECTION HOT DOUBLEWIDE PHOTOOFTHEDAY content type segmentation - 26 - 8/27/14 8:02 PMMarketing Audit v8-12-2014.indd 26
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- 28 - local geographic analysis AGE ANAlysisMarketing Audit v8-12-2014.indd 28 national geographic analysis gender ANAlysis YOUR audience : DEMOGRAPHICS8/27/14 8:02 PM
facebook active times your audience : behaviors twitter recency tweet volume Instagram active time device usage* political beliefs OS preference - 29 - music preferenceMarketing Audit v8-12-2014.indd 29 * 18% of mobile usage is on a tablet with 67% of that mobile usage on an Apple product 8/27/14 8:02 PM
personas A true understanding of your audience can be the difference between success and failure. Personas are a representative snapshot of that audience and while ex- tremely popular among larger companies, often go overlooked by small businesses. Creating personas helps you deliver content that is both meaningful and impactful. --3110-- 8/27/14 8:02 PMMarketing Audit v8-12-2014.indd 30
The As it stands now your biggest audience looks a little FAN something like this: - 31 - Gender: Male Age:31Marketing Audit v8-12-2014.indd 31 House Hold Income: $60k Relationship Status: Married He has two children ages 2 years and an 8 month old. He has slightly left leaning political views and considers himself a Christian, however he is not necessarily de- vout. In his spare time he very much enjoys rock climb- ing and hiking. Radiohead and The Beatles are among his favorite bands, next to you of course, and his favorite movie is Fight Club. His wife also considers herself one of your fans making it a family affair . [ you may want to consider growing your younger fan base ] The family feel of Hand Drawn Records is probably a large contributor to your fan base. Continuing to put out content that they can relate to will ensure they not only remain connected to you but feel compelled to connect others to you as well. You might consider growing your younger fan base and create another persona representative of the 18-24 year old demographic. Learn their taste and interests, and see where they may overlap with Hand Drawn Re- cords. Then focus on creating content with that in mind. Helpful hint: Tumblr is a great place to engage with a younger audience. 8/27/14 8:02 PM
- 32 - Media is a huge asset in your industry. Whether it’sMarketing Audit v8-12-2014.indd 32 radio air time, TV interviews, or a write up in the Dallas Morning news, all have the ability to introduce you to new consumers. Having an avid fan base can go a long way to draw the attention of Media Publisher, however, because their importance in your industry, you might want to consider treating them to their own persona. [ give the content the slant it needs to appeal ] Think about about their decision making process is when they publish content. If you can understand what drives their decision making, you can make their job a little eas- ier by aligning your content with their best interests. A couple of ways you could do this is by delivering content in an easily publishable format or giving the content the slant it needs to appeal to the Media Publisher’s audience. Whatever route you take, identify your local Media Pub- lishers and their influencers, and spend some time walk- ing around in their shoes. When you’re done, build a persona that represents their needs and start producing content that meets them. 8/27/14 8:02 PM
The quality of your content depends largely on the qual- Theity of your artist. In order to attract quality you must be Artistable to provide value, and for this reason you need to cre-ate a persona for your ideal artist. Understanding what’simportant to them will enable you to speak to thosepoints. It may be that they need to feel their creativesay will be protected. It may be that they need frequentinspiration and encouragement during their process.[ in order to attract quality youmust be able to provide value ]Figure out a way to find out their needs and struggles,and then figure a way that Hand Drawn Records canhelp. By doing this, you are not only aligning yourselfwith your own core values, you will also attract fiercelyloyal artists. - 33 - 8/27/14 8:02 PMMarketing Audit v8-12-2014.indd 33
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website An overwhelming amount of consumers research before they buy. Most of the time that research begins at a search engine, and since your position on the result page plays a large part in whether or not you’re seen, it’s a good idea to take a look at ranking factors. Some factors might affect your ranking more than others so we categorize them into high, medium and low priority. - 35 - 8/27/14 8:02 PMMarketing Audit v8-12-2014.indd 35
website : technical seoYou have 81 high priority issues. Let’s take a look. however it’s just a robot and can’t make certain distinctions. For example it might see your home page as three seperate pages62 are 4xx errors which means a page on your web-site isn’t accessible. This typically is caused because there are a few potential URLs that all take you toby bad or broken links on your site. This is the same place:a relatively high number of 4xx errors which could be caused by a recent site migration. www.yourwebsite.comMake sure all your internal links work. Make www.yourwebsite.com/index.htmlsure you’ve got an up-to-date xml sitemap youwebsite.comand that it’s submitted via Webmastertools. Use 301 redirects where necessary. These are all addresses to the same location but Goo-If this doesn’t help address some of the errors, you’ll gle reads them as separate and is expecting differentneed to reach out individually to external linking sites locations for each. When the robots get there and see theand ask them to correct the bad links. exact same content, they slap you with a duplicate page error.19 Duplicate Page errors account for the remaining high pri- The fix is by signalling to the robots that you only want them toority items. Google’s recent algorithm updates carry a hefty take a look at one of these pages, and you can do that by adding apenalty for duplicate content on a site which is why we rate this rel-canonical tag. A rel-canonical tag is one line of code that goesas a high priority issue. The good new is that it’s typically an easy into the head tag of your html and looks like this:fix. Let’s look at what might cause the issue so we can under-stand the fix. <link rel=”canonical” href=”http://yourwebsite.com” />Google goes through and crawls all the urls available for your site, That’s it. Use that code on any duplicate error page and the robots know that the page you specified is the one that should be consid- www.hatcreekmarketing.com @hatcreekinc - 36 - 8/27/14 8:02 PMMarketing Audit v8-12-2014.indd 36
ered original. In our experience that solves the ma- website : technical seojority of duplicate content issues, however there is your website HEADERanother potential cause. side unique contentYou might actually have duplicate content. If two of navigationyour pages are almost identical but have slightly dif- Because everything else on this pageferent wording, you might get slapped with a dupli- bar is static for your whole site, the contentcate page error. It’s important to note that Googleonly looks at certain material when considering if the here is what Google is considering.pages is duplicate or not footerIf this is happens to be what’s causing the error onyour site, the best way to fix it is to actually go in andtweak the copy on those pages to make sure it isunique enough.Please reference the external csv file we have pro-vided for a specific outline of all your high priorityissues.High priority items should be addressed immediately asthey are items that could have serious negative effectson your site. www.hatcreekmarketing.com @hatcreekinc - 37 - 8/27/14 8:02 PMMarketing Audit v8-12-2014.indd 37
website : technical seoYou have 388 medium priority issues. Let’s take a look. Congratulations!329 are caused by duplicate page titles. These are te- You have no low priority items to worry about.dious but easy fixes. Your title tag can be found inthe head tag of every page. You just need to gothrough and make sure all your pages have aunique title that are 50 characters or less.44 are caused by page titles that are too long.Again, tedious but easy. Google only displays thefirst 60 or so characters of your title. We recom-mend keeping your title elements to around 50 char-acters just to be safe.15 missing Meta Descriptions are the cause of your remain-ing medium priority errors. Meta Description tags are whatsearch engines use as the description you see in their resultpages. The tag to manage your meta descriptions can be foundin the head tag of every page. If you go through and add descrip-tions around 150 characters long to these pages you will resolvethis error.Please reference the external csv file we have provided for a spe-cific outline of all your medium priority issues. www.hatcreekmarketing.com @hatcreekinc - 38 - 8/27/14 8:02 PMMarketing Audit v8-12-2014.indd 38
website : technical seoAs we discussed during the link analysis, earning more author- Links and shares from social sites are playing an increasingly big- ger role in your sites authority. By looking at your competitorsitative links can help you build your DmR & DmT which in turn will performance you can better gauge your own social performance.raise your overall Domain Authority. A good place to look is your Notice Subpop has an abundance of Google +1s and also scorescompetitors. the highest DA, DmT and DmR of all competitors. Based on it’s rapid growth and it’s importance to ranking, Google + is a platformBy looking at who is linking to your competitors that are ranking you may want to consider adding to your social profile.well, you can find prime link opportunities. If you compare a few ofyour competitors and find there’s one particular site linking to all Please reference the external csv file we have provided for infor-of them but not yours, that’s an easy win. mation on sites linking to you and your competitors. www.hatcreekmarketing.com @hatcreekinc - 39 - 8/27/14 8:02 PMMarketing Audit v8-12-2014.indd 39
A nother crucial factor in improving your ranking, and thus website : keyword analysisyour visibility, is the actual subjects you target. For this we look Let’s take a look at the keywords you provided.at the keywords you’re targeting. When trying to determine whatmakes a good keyword we look at two things, search volume andranking difficulty. Much higher search volume but more difficult to rank for AND conversion rate is lower because the keyword itself broadRanking difficulty Much lower search volume but it’s easier to rank for AND conversion rate goes up because the keyword search query is very specific to what the user is looking for specificity of keyword As you can see, most of them have a relatively low search volume and and have high ranking difficulty. The ones with high volume would be extremely difficult to rank well for, and their broad nature would yield a low conversion rate. www.hatcreekmarketing.com @hatcreekinc - 40 - 8/27/14 8:02 PMMarketing Audit v8-12-2014.indd 40
website : keyword analysisSearch engines are providing more and more customized results based on the users location as well as their previous queries. When consideringpossible keywords take into account words that might reflect the users intent.For example, if I type in “movie showtimes”, Google knows I’m in Texas, and therefore I’m probably not interested in movie showtimes in Chicago.Let’s look at some options for Hand Drawn Records.The keyword “Local Musicians” has a high serach volume with a moderately lower ranking difficult, and because it clearly shows intent, has potentialto yield a higher conversion rate. Let’s examine the first 10 search results in Google for this query.“Local Artist” “Local Music” “Local Bands” are additional keywords with a moderately low ranking difficulty but show probable user intent. www.hatcreekmarketing.com @hatcreekinc - 41 - 8/27/14 8:02 PMMarketing Audit v8-12-2014.indd 41
social Just like you optimize your website for maximum visibility, you can do the same for your social profiles. First, make sure your brand is consistent across all platforms you are using. Second, make sure profile information is filled out completely. The third requires a little more work and a closer look at each platform individually. - 42 - 8/27/14 8:02 PMMarketing Audit v8-12-2014.indd 42
twitter |L et’s take a look at Twitter, and how you can increase your Social Authority. First, we recommend keeping your following to follower ratio at around 1:10. Obviously you don’t want to unfollow people indiscriminately because some of those users might be big supporters. Let’s look back at the last time the people you follow sent a tweet. The lifespan of a tweet is short and therefore to remain relevant you must be engaged fre- quently. Those who haven’t tweeted in the last 7 days are probably not engaged with the plat- form in a way that is going to benefit you by following them. Remember, just because you aren’t following them doesn’t mean they can’t still keep up with you. Please reference the external csv file we provided for a complete list of the users you are following and the recency of their last tweet.To really increase your Social Authority, you must increase your mentions and retweets. The best way to do this is by tweeting engaging content.Whether it’s knowledge, inspiration or a unique perspective, your content has to provide value. One thing you can do to help is look at how yourfollowers build their own tweets. By understanding how they use the platform, you can craft a tweet they’re more likely to engage. Let’s take alook at their twitter make-up. 75% of your followers Less than 25% of your A little over 30% of frequently use url’s in followers frequently use your followers their tweets @Contacts in their tweets frequently retweetAnother recommendation we give is to monitor followers who engage with your brand. Categorize them by “major supporters” and “moder-ate supporters” by making a private list within the Twitter platform. This is an easy way to identify your go-to followers who will be your socialambassadors and help increase your Twitter reach when you need them. www.hatcreekmarketing.com @hatcreekinc - 43 - 8/27/14 8:02 PMMarketing Audit v8-12-2014.indd 43
facebook |L et’s take a look at Facebook and how you can increase your reach.Again, the best thing is to make sure you’re putting out high quality content that will provide value to yourfans. Let’s take another look at the type of content you currently put out and it’s relative engagement fromfans.As you can see, photos get a higher amount of clicks and a considerably higher engagement rate (likes, com-ments, shares). It is engagement that you really want to focus on, because higher engagement leads directlyto higher reach. One thing you might try is including more videos into your posts. Video has a proven trackrecord of engagement, so it might be worth trying it out to see how your fans respond. Lastly, and perhaps easiest, pay attention to when your fans are online. Take another look at the graph of your users active time. Noon to 9pm are pretty consistently active times and, while not shown here, Friday and Saturday are when your fans are most active during those times. www.hatcreekmarketing.com @hatcreekinc - 44 - 8/27/14 8:02 PMMarketing Audit v8-12-2014.indd 44
L ike Twitter we have a specific metric we can use to gauge tumblr |Tumblr effectiveness. Let’s take a look at how we can increase The overwhelming majority of your content is photos and links.your Numblr score. If that particular type of content isn’t performing well for you, try branching out into different types of content. Again, video may be aNUMBLR SCORE great option to take for a spin here. The best thing you can do is try new things and see what works for you and what doesn’t. 34 Numblr Score is on a 10-100 scale. It is based on your note to post ratio as well as your post freqency. Another factor is your content’s longevity, or how long people continue to engage with it after you’ve postedThe main thing to consider is your note:post ratio and your content’slongevity. There’s really only one way to address this, and again itcomes down to compelling content. Your top three post are all fromthree years ago, early in the life of Hand Drawn Records. Tumblr,more so than any of your other platforms may need a shake-up inyour approach. www.hatcreekmarketing.com @hatcreekinc - 45 - 8/27/14 8:02 PMMarketing Audit v8-12-2014.indd 45
instagram |I nstagram is a different animal when it comes to social. Obviously the content is photos and, to a much less extent, micro-videos, which makesthe platform unique, but more importantly, user engagement doesn’t directly lead to more visibility. It makes this platform a great place to en-gage existing fans and target the lower end of the funnel. 2% INSTAGRAM TAGS Another thing to consider is geotagging your posts. It’s a great way for fans to see NASHVILLE RECORDS DIGITAL what venues you’ve played and hopefully encourage them to come out to that ven- SWAG INDIE FOSSIL HAND- ue at your next gig. MADE NEW HDRATX 10IN- CHVINYL ONEDIRECTION BI- GACREMETAL ART PREVIEW MUSIC ALBUM MILLS MAGA- ZINE AWESOME LOCALMUSIC PARTY VIDEO WILDFLOWER- FEST GYPSYROCK INSTUDIO INSTAGOOD ROCK BESTOFT- HEDAY HOBDALLAS LIVE IN- STAFOLLOW STARTELEGRAM INSTADAILY LIKE4LIKE THE- STOCKYARDS CONCERT TBT PRIVATECOLLECTION HOT DOUBLEWIDE PHOTOOFTHE- DAYPay attention to what filters Like both Facebook and Twitter, pay attention to when your fans are online. Engagement won’t help youthey like. For you, Earlybird gets Take a look at their activity time again, only this time, with your posting habits as increase reach but there arethe most likes but Mayfair gets well. The black dots represent your post activity, the grey dots your followers. some things you can do like us-the most comments. Engage ing hastags. Like Twitter, it’s awith followers when they com- great way to gain visibility fromment or even like a post. potential fans that don’t yet know about you. Take a look above at some of your popular tags as well as tags that are pop- ular on the platform as a whole (in bold). www.hatcreekmarketing.com @hatcreekinc - 46 - 8/27/14 8:02 PMMarketing Audit v8-12-2014.indd 46
strategy Strategy starts with a goal. Once you have a clear idea of what you want to accom- plish, only then can you begin to think about how to accomplish it. In learning about your company and discovering your audience, we’ve determined a few potential goals and some strategies that may help you achieve them. These ideas are yours to keep and do with what you wish. - 47 - 8/27/14 8:02 PMMarketing Audit v8-12-2014.indd 47
CONCEPT ONE Get social fans and site visitors “UNCOVERED SERIES” to spend more time exploring your content. - 48 - STRATEGY One strategy we think you can implement quickly is the in-Marketing Audit v8-12-2014.indd 48 corporation of video into your content. Video has a proven track record with your target demographic of increasing engagement, and with smartphones that shoot in HD, it is easy enough to capture quality content. It is for this reason we believe video can help achieve this first goal. Two things to consider if you should decide to move forward with this strategy: First, consider hosting the videos on your web server as opposed to simply using the common embed method. If your video is hosted on a site like YouTube it is highly likely that they will end up watching it there, and YouTube, with all its cat videos, is notorious for sucking visitors into a black hole. Once your visitor is there, it is unlikely they’’ll return to your site. Second, test for success. Determine specific objectives. Select the correct KPIs to measure those objectives, and then try running a split test comparing written content against video content. Give your experiment long enough to run, and you’ll be able tell where video is working for you. 8/27/14 8:02 PM
CONCEPT TWO Discover new talent & grow“INCUBATOR PROGRAM” fan base by increasing aware- ness. STRATEGY This strategy is a two birds with one stone type strategy. The idea is you create a two day workshop/festival showcasing local artist. We realize this is quite an investment both in time and money, but if you begin small you can ease the latter. On the first day the focus would be heavily on artists by providing work- shops geared towards helping them with common struggles (i.e. booking gigs, producing, marketing etc.) By doing this you are aligning yourself with your core value of artist first as well as giving yourself the opportunity to discover fresh talent that, if you decide to sign, will be fiercely loyal. The second day would be devoted to the community and give the artist an op- portunity to showcase their talent. Who doesn’t like a music festival? Even art- ists first starting out have a fan base, albeit small. Festivals are different than concerts because they invite fans to stay and discover new music. This is a per- fect opportunity to expose the community to Hand Drawn Records and con- vert them into your fans. - 49 - 8/27/14 8:02 PMMarketing Audit v8-12-2014.indd 49
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