Looking for template that will wow potential clients and help you win new business? Look no further than this sample online strategy document. It leverages free tools such as SpyFu, Likealyzer, and SimilarWeb to provide insights for how potential clients should move forward. Looking for more ways to increase business? Check out more of my content on www.derekmartinla.com

1. ONLINE MARKETING STRATEGY AUDIT
— JULY 2014
THE HONEST BISON
PREPARED BY:
Derek Martin
derekmartin1@gmail.com
310-701-5298 1

2. Table Of Contents
Executive Summary
Search Engine Optimization
Social Media
E-mail Marketing
Paid Search
Next Steps
Confidential & Proprietary 2
4
6
10
16
19
27

3. EXECUTIVE SUMMARY
3

4. Executive Summary
Overall
The Honest Bison Company has set out on a bold mission of promoting healthy
eating and fitness by providing the public with100% grass feed and humanely raised
bison.
!
Founded in 2012 by Sean Lenihan, the company has a tremendous opportunity to
position itself as an industry leader in the bison meat market. It will accomplish this
via a comprehensive & multi-faceted online marketing campaign.
!
This campaign will include SEO improvements, social media, email marketing, and
paid search via Google Adwords and potentially Bing.
!
According to the National Bison Association, annual U.S. per capita bison meat
consumption is 0.7 per person. (1)
This will steadily increase over time and HBC
needs to be positioned effectively to enjoy the transitioning tastes of the US
consumer.
!
By understanding its current position & following the recommendations outlined in
this presentation, it’s my belief that The Honest Bison will grow in terms of sales
and industry authority.
Confidential & Proprietary 4

5. SEARCH ENGINE
OPTIMIZATION
5

6. Search Engine Optimization
Search Engine Performance
Confidential & Proprietary 6
SEO Stats - The Honest Bison
Category
Domain Authority 15 / 100
Google Indexed Pages 90
Google Backlinks 0
Google Indexed WWW 90
Archived May 18th, 2014
Site Age 1 year, 7 months old
Server Info IIS
Whois Info Public
Robots.txt Yes
Alexa Rank No Data
DMOZ Listing 0 Listings
Homepage mozRank 3.79
Homepage PageAuthority 29
Google PageSpeed 0.751
Link Count 39
Linking Hosts 5
Blog Links 0
TheHonestBison.com is a PR1 and has a domain authority
score of 15/100, which convey that the site is not considered
an authority figure at this time. While the site is very engaging
& put together, it will benefit from several improvements that
will be outlined in this proposal.
!
TheHonestBison.com needs more relevant, well-written
content to make the site more authoritative and compelling
for users to take action.
!
TheHonestBison.com will also benefit from several on-site
changes to the website. These changes include optimized
page titles, keyword optimization, site-wide breadcrumbs,
optimized sitemaps, a customized 404 page, and cleaner
code.
!
The site also needs to undertake an aggressive link building
campaign — doing so will increase its authority and rankings
in the search engine results.
!
Overall, TheHonestBison.com is starting with a great
foundation but more work needs to be done on this
foundation to ensure success in a changing landscape.
!

7. Competitor Audit - SEO
TheHonestBison.com’s competitors are beating it in many
ways as of this writing, and the factors for why this is
happening can be discussed, as well as steps that
TheHonestBison.com can take to turn this situation
around.
!
Personally, I would not focus my attention on US Wellness or
Tropical Traditions, as they do not appear to be head-to-head
competitors with Honest Bison.
!
Content-wise, WildIdeaBuffalo.com has the best content
profile of all of these competitors listed. They have several
successful content channels and on-site content, even though
it doesn’t boast the largest numbers. There is plenty to learn
from them.
!
Finally, off-site presence is an opportunity area when we
exclude USW and Tropical, since there is a severe lack of
variety and value in their back link totals and linking domains.
TheHonestBison.com should look to this as an area to
focus and differentiate from the competition.
Confidential & Proprietary 7
Website Indexed Pages Backlinks Linking
Domains
The Honest Bison 86 39 5
US Wellness
Meats
5,370 22,806 378
Tropical Traditions 2,130 13,487 1,271
Wild Idea Buffalo 1,810 1,518 136
Northstar Bison 714 754 97
Black Wing Bison 902 548 94
Eagles Wing
Natural Bison
280 74 6
Buffalo Hills Bison
Meat
101 39 12
TheHonestBison.com could really
benefit from additional content
channels to differentiate itself from
the rest of the pack.
Search Engine Optimization

8. Search Engine Optimization
Keyword Rankings — There Is Work To Be Done
Actual Search Engine Rankings as of 6/28/2014 - from AuthorityLabs.com
Confidential & Proprietary 8

9. SOCIAL MEDIA
9

10. Social Media
Social Media Up & Comer
The Honest Bison has done a good job of embracing
social media to engage consumers and build awareness,
both in terms of industry and brand. Even though there
is work to be done, effectively leveraging social media
could be a lasting differentiator from the competition.
!
I think that it could benefit from a comprehensive social
media marketing approach. Some possible strategies
include running contests, sales/specials, and other
incentives that compel the consumer to take action.
!
Finally, It should consider adding diversifying its social
media presence by adding Instagram, Google Plus, and
YouTube into the mix.
!
Achieving success in the social media arena can lead to
the following benefits:
!
1. Increased brand awareness
2. Increased authority & trust
3. Better organic search results & potentially lower
paid search results
Confidential & Proprietary 10
Current Social Media Channels
869 738 9 1
Facebook Performance
Avg. 42 Likes, Comments, & Shares per Post
Using a diverse mix of post type
(60% Photo, 15% Links, 25% Text)
Very engaged users and high engagement rates!
No posts by fans onto the page in last 30 days
Only 1.64% new fan growth in last 30 days
Only posting 1.65x per week; not good enough
Content Channels To Consider

11. Social Media
Competitor Audit - Social Media
US Wellness Meats Tropical Traditions
Current Social Media Channels
35,016 8,074 561 394
Facebook Performance
Posting on a daily basis
Using a diverse mix of post type
(46% Photo, 41% Links, 13% Text)
High number of Likes
Very low Engagement Rate (0.93% vs Avg 7%)
Lengthy posts that dissuade fans from engaging
Unresponsive; responds to fans 24% of the time
Confidential & Proprietary 11
Current Social Media Channels
176,509 37,500 3,294 4,149
Facebook Performance
High Amount of Likes
Posting an average 6 times/day; low engagement
Posting links over 95% of the time; no real content
Very low Engagement Rate (2% vs Avg 7%)
Disallows fans to post to their Timeline
Posting at times where fans are least interested
Analysis performed with LikeAlyzer

12. Social Media
Competitor Audit - Social Media
Buffalo Hills Bison Eagles Wing Bison
Current Social Media Channels
13 0 0 0
Facebook Performance
Not leveraging social media at this time
Confidential & Proprietary 12
Current Social Media Channels
326 68 1
9
Facebook Performance
9.4% Like Growth within last 30 days
11% Engagement Rate vs 7% Average
Diverse posting mix
(33% Photos, 55% Links, 11% Text)
Posting less than once a week
Lengthy posts that dissuade fans from engaging
Avg 6 Likes/Comments/Shares per post
Analysis performed with LikeAlyzer

13. Social Media
Competitor Audit - Social Media
Black Wing Bison Wild Idea Bison
Current Social Media Channels
261 32 0 0
Facebook Performance
Posting on a daily basis
Using a diverse mix of post type
(46% Photo, 41% Links, 13% Text)
High number of Likes
Very low Engagement Rate (0.93% vs Avg 7%)
Lengthy posts that dissuade fans from engaging
Unresponsive; responds to fans 24% of the time
Confidential & Proprietary 13
Current Social Media Channels
31,765 741 2 0
Facebook Performance
High Amount of Likes
Using a diverse mix of post type
(58% Photo, 33% Links, 8% Text)
Only 2.58% Fan Growth over last 30 Days
Low Engagement Rate (4.5% vs Avg 7%)
Only posting twice per week
Refuses to respond to fan comments/posts
Analysis performed with LikeAlyzer

14. Social Media
Competitor Audit - Social Media
Northstar Bison
Current Social Media Channels
2,123 236 0 15
Facebook Performance
Posting on a daily basis
Responding to fan posts/comments quickly
Timing posts perfectly for maximum engagement
Low Engagement Rate (6% vs Avg 7%)
Posting photos 96% of the time
Generating 25 likes, comments, shares per post
Confidential & Proprietary 14
Conclusion
Just because a competitor has a high
number of Likes doesn’t mean that
they are using their Facebook pages
effectively.
!
TheHonestBison.com has a
tremendous opportunity to stand out
from the crowd by offering something
unique with social. Increasing
awareness by using YouTube should
be particularly considered.
!
Analysis performed with LikeAlyzer

15. EMAIL MARKETING
15

16. Email Marketing
Email Marketing — Untapped Potential
Currently, The Honest Bison is either not utilizing email marketing or at least not actively engaging in list
building via its website or social media channels. If interested, this is an area where I’m happy to provide
assistance.
!
This is an area of immediate improvement that should be strongly considered for the following reasons:
!
Below are several reputable email service providers to use if
you aren’t already using one.
Confidential & Proprietary 16
TheHonestBison.com can really
benefit from beefing up their e-mail
list and making list building a top
priority.
• E-mail is the most profitable digital communications
medium, boasting a ROI of 4,300% (*).
• Customers who opt-in to an email list are typically
more engaged and ready to buy.
• An email list is a physical asset that can be used at
your discretion.
Email Service Providers
MailChimp (Preferred) Bronto

17. Email Marketing
The Competitors Aren’t Utilizing E-mail Effectively
Most of the competition aren’t taking email seriously; several
aren’t compliant with CAN-SPAM 2003.
Criteria The Honest
Bison
Buffalo Hills
Bison
Eagles Wing
Bison
TheHonestBison.com can stand out
with a email campaign that focuses on
recipes, fitness, promos, etc.
Black Wing
Bison
Northstar
Bison
Confidential & Proprietary 17
Tropical
Traditions
US Wellness
Meats
Wild Idea
Buffalo
E-mail Signup
Prominent On
Page
No No No No Yes Yes No Yes
Has An E-mail
Popup
No No No No No
No No Yes
Opt-In
Checkbox
No No No No No No No No
Incentives
Offered To
Opt-In
No Yes No No No No Yes No
Vibrant User
Preferences
Settings
No No No No No No No Yes
Welcome E-mail
Series
No No No No No No No No
Received
Email Within 1
Hour
No Yes Yes No No No Yes No
Vibrant E-mail
Program
Apparent
No No No No No No No Yes
WildIdeaBuffalo.com currently leads
the pack by giving a 10% promo code
after opting into email.

18. PAID SEARCH
18

19. Paid Search
Paid Search — A Must Have In Online Marketing
Every day, hundreds of potential customers are actively searching for information on how/where to buy
bison/buffalo meat on Google and Bing. Currently, The Honest Bison is not a part of this search process
and is not benefiting from these engaged consumers. This is an area of immediate improvement and
opportunity.
!
In order to be successful, The Honest Bison’s campaigns
will need to be tailored to its unique business needs &
priorities. Below are recommendations for how we would
start:
Confidential & Proprietary 19
TheHonestBison.com may benefit
significantly in both sales and brand
awareness by adding paid search into
its online marketing mix.
• Implement brand/non-brand Google Adwords campaigns
• Aggressively monitor/manage activity to optimize clicks &
conversions
• Once Search campaigns become profitable, implement
remarking campaigns on Google Display Network.
Paid Search Options
Mock Google Adwords Ad
Search Remarketing Search (Low Priority)

20. Paid Search
Keyword Research — Estimated Traffic, Costs, &
Competitiveness
Keyword Type Avg Monthly Searches Avg Suggested. Bid Competitiveness
Bison Keywords 560 $1.60 Moderate
Buffalo Meat Keywords 20,760 $1.26 Moderate
Grass Fed Keywords 1,100 $1.46 Competitive
Jerky Related Keywords 1,840 $1.01 Very Competitive
Grand Total 24,260 $1.33 Competitive
The Honest Bison has opportunity to capture part of these monthly
searches and increase sales and brand awareness by leveraging the
Google Search Network.
Confidential & Proprietary 20

21. Paid Search
Competitor Audit - Paid Search
Active on Google Adwords Inactive on Google Adwords
Est Budget $8K/mo Old Budget $2K/mo
Confidential & Proprietary 21
Analysis performed with SpyFu
Est Budget $22K/mo
Est Budget $5K/mo
No activity
No activity
Est Budget $25K/mo*
TheHonestBison.com will be entering
a crowded field of competitors but
can be strategic in terms of
compelling ad copy, ad extensions,
custom landing pages, and geo-targeting.

22. Paid Search
Competitor Audit - Paid Search
Adwords Assessment
Black Wing Bison
Confidential & Proprietary 22
Sending Customers to Shop Pages
Analysis performed with SpyFu
Est. Google Adwords Budget
$22,000/mo
Is Running Ads on Branded Terms
Remarketing Tags Were Found
Irrelevant Keywords Found; But
Also Sells Wide Range of Meats
Is Usually 4th Ranked Ad On Keywords No Compelling Incentives in Ads

23. Paid Search
Competitor Audit - Paid Search
Adwords Assessment
Wild Idea Buffalo
Confidential & Proprietary 23
Not Sending Customers to Custom
Landing Pages
Analysis performed with SpyFu
Est. Google Adwords Budget
$8,000/mo
Is Running Ads on Branded Terms
Remarketing Tags Were Not Found
Irrelevant Keywords Found But
Overall Tightly Themed
Is Usually 2nd Ranked Ad On Keywords No Compelling Incentives in Ads

24. Paid Search
Competitor Audit - Paid Search
Adwords Assessment
Eagle’s Wing Natural Bison
Confidential & Proprietary 24
Sending Customers to Custom
Landing Pages
Analysis performed with SpyFu
Est. Google Adwords Budget
$5,000/mo
Not Running Ads on Branded Terms
Remarketing Tags Were Not Found
Irrelevant Keywords Found
Is Usually 6th Ranked Ad On Keywords No Compelling Incentives in Ads

25. Paid Search
Competitor Audit - Paid Search
Adwords Assessment
Tropical Traditions
Confidential & Proprietary 25
Sending Customers to Shop Pages
Analysis performed with SpyFu
Est. Google Adwords Budget
$25,000/mo
Is Not Running Ads on Branded Terms
Remarketing Tags Were Found
Only 8 of 4K keywords related to bison/
buffalo
Is Usually 5th Ranked Ad On Keywords Compelling Incentives in Ads

26. NEXT STEPS
26

27. Next Steps
I hope that you and The Honest Bison team found these
recommendations helpful. I’m looking forward to our call on
June 30, 2014 to discuss working together moving forward.
Derek Martin
derekmartin1@gmail.com
310-701-5298
Confidential & Proprietary 27