Online marketing plan - Martin Meister

Martin Meister
MomentosDulces.cl - Online Marketing Project
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INNOVATIVE MARKETING PLAN
FOR
THE SWEET FOOD AND HOMEMADE DESSERTS COMPANY
“MOMENTOS DULCES LTDA.”
A CHILEAN EXAMPLE
Martin Meister
AD 737 – Innovative Marketing Techniques – Boston University
Professor Dr. Andrew Banasiewicz
April 2013

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Table of Contents
Abstracts................................................................................................................................3
Project Proposal....................................................................................................................4
Company Overview..............................................................................................................4
Company´s Background .....................................................................................................4
Company´s Mission and Objectives ...................................................................................5
Products and Services .........................................................................................................5
Situation Analysis .................................................................................................................6
Market Trends.....................................................................................................................6
Target Market .....................................................................................................................7
Competition ........................................................................................................................7
Swot Analysis .....................................................................................................................8
Set Marketing Opportunities...............................................................................................8
Proposed Online Marketing Strategy.................................................................................9
Website Creation.................................................................................................................9
SEO Search Engine Optimization.....................................................................................10
Social Marketing Websites ...............................................................................................10
Email Marketing Campaign..............................................................................................10
Search Engine Marketing (SEM) Campaign ....................................................................11
Strategy Evaluation............................................................................................................11
Online Marketing Plan Implementation ..........................................................................11
Website Creation...............................................................................................................11
SEO Search Engine Optimization.....................................................................................17
Social Marketing Websites ...............................................................................................23
Email Marketing Campaign..............................................................................................31
Search Engine Marketing (SEM) Campaign ....................................................................35
Some Analytics Results ......................................................................................................38
Webpage Snapshots............................................................................................................41
Conclusions and Recommendations .................................................................................50
References............................................................................................................................52
Appendices ..........................................................................................................................54

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Abstracts
The present project addresses the creation and implementation of an Innovative Marketing
Plan for the familiar venture Momentos Dulces Ltda., a bakery and pastry shop dedicated to
the manufacture of sweet meals and craft homemade desserts for special local events and
parties in Santiago of Chile.
To accomplish the project we developed the company´s overview, made a market analysis
and proposed and implemented an entire Online Marketing Plan, where we included a
whole new website with its associate blog site, an entire online marketing campaign
including Search Engine Optimization (SEO), enabled a social marketing strategy through
Facebook and Twitter, generated an online Email Marketing sending and a Search Engine
Marketing (SEM) hiring a Search and Display Network advertising with Google Adwords.
Finally we used Google Analytics to evaluate the results, being the most valuable outcome
the generation of three product quotes, aligned with the goal of four new monthly events.

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Project Proposal
The bakery and pastry shop Momentos Dulces Ltda. is a small familiar venture dedicated to
manufacture sweet meals and craft desserts for special local events. It is located 25
kilometers from Santiago of Chile, specifically the district of Chicureo.
Actually the venture generates their clients by the word-of-mouth associated to their
founders. They believe that having a professional looking website, an integrated social
media platforms and online awareness will allow them have more customers, that is why
the objective of this project is to develop and host a brand new website, where customers
and prospects will find convenient information related with new products, sweet meals
recipes, or future activities like cooking workshops. It also needs to have the ability to
capture the prospects´ information through online application forms.
After the creation of the new website with its associate blog site, an entire online marketing
campaign will be developed to attract traffic to the site. The campaign will include Search
Engine Optimization (SEO), enabling social marketing through Facebook and Twitter,
generation of an online Email Marketing sending, and a Search Engine Marketing (SEM)
hiring search network advertising with Google Adwords.
Company Overview
Company´s Background
The Momentos Dulces Ltda. venture started a few years ago here in Santiago of Chile when
their founders Maritza Cottenie and her daughter Alexandra decided to sell the sweet food

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and desserts they used to prepare for the delight of their family, relatives and friend
especially for occasions like birthdays, weddings, Christmas in between many others.
Now they have a prosperous small family business but still a hobby one, because Maritza
works as a School Principal and Alexandra is studying Engineering. However, they want to
grow and go beyond the word-of-mouth, capturing new customers. Maritza thinks that this
would be an excellent initiative when she retires and Alexandra is willing to spend time in
this venture because she loves cooking.
Company´s Mission and Objectives
The mission of the company is to provide craft sweet food and homemade desserts, using
the best natural ingredients to satisfy high-end customers that want to use them to
accompany their special family events.
By the other hand, for their founders the venture mainly meets two objectives: be a high
satisfying hobby and the source of additional incomes.
Products and Services
At the present they sale sweet foods like cakes, kuchens, pies, cheese cakes, bonbons,
cookies, mousses, flans and light preparations, in between many other kind of desserts.
These products are manufactured upon request and are delivered for special family events
or occasions. Besides this, they periodically organize cooking workshops, mainly for kids.

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Situation Analysis
As we mentioned this is a small family venture inserted in the competitive and atomized
market of sweet meals, where we find pastry, bakery and dessert manufacturer and traders.
In this context they would like to consolidate their presence in a specific geographic sector
of the Chilean capital Santiago, especially the high-end homes from the north of the city.
The short-term goal will be to satisfy 4 events per month, doubling the actual performance.
Insofar this goal is reached; the founders will analyze the possible growth strategies, which
can include the development of new products and services, expand to new geographic
locations or include new distribution channel like wholesales.
Market Trends
There are not many studies related with sweet meals like desserts, ice cream, or cakes or
pies in Chile. On the other hand, the suppliers like bakeries and patisseries are wide and
disperse, without mentioning the supermarkets, most of them having their own patisseries.
Said this, according to a research made by the market intelligence company Latin American
Markets, the consumption of desserts and ice-cream has grown almost 25 percent up to
2005 thanks to premium products, estimating that about 80 percent of all the households in
Chile consumes prepared desserts. Also, customers are increasingly getting more
demanding, looking for new flavors and textures, wanting to enjoy with more unique and
varied products (LAM, 2005).
To have an estimation of the potential market growth we can see the ice-cream market,
which positions Chile as the major consumer in all Latin America, reaching almost 8 liters

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per capita, but far from the US market, that steep near the 20 liters per capita (Estrategia,
2010).
Target Market
The primary customers will be the high-end households from the north of Santiago,
specially the districts of Chicureo, Huechuraba and Lampa. We distinguish that the decision
maker will be housewives with kids, who have short time or do not know how to prepare
sweet meals and desserts, make the appropriate combinations with the event occasion and
do not want “industrial food”. Rather, they want homemade craft food prepared from
natural ingredients.
Competition
As we mentioned, the sweet meals market is very wide and disperse, with low entry
barriers. Their main actors are represented by well-established bakeries, patisseries and
supermarkets that have a wide extension over the city, some of them with multiple
branches. After them we have local stores that only serve specific geographic zones and
segmented companies who manufacture specific products like birthday or wedding cakes,
funny meals or cookies.
For the more information about competitors see Appendix 1 for the analysis of three
companies that manufacture similar products to Momentos Dulces Ltda.

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Swot Analysis
Table 1: Swot Analysis Summary
Strengths Weaknesses
Geographic location No history, comes from amateur hobby
Community knowledge No store
Cooking expertise Website Absence
Home delivery Founders have other formal activities
Founders enthusiasm
Opportunities Threats
Market growth Supermarkets offer cheap products
Increasing natural food requests
Potential entrance of a fine bakery
store
Potential customers´ lack of time
Most competitors dedicated only to
cakes
Set Marketing Opportunities
Since this venture is starting as a more formal company and does not have a physical store,
one of the greatest marketing opportunities is having a website, enabling potential
customers to watch their products, the past and future events and workshops, look for
natural recipes and interact directly with the founders and in between them. Because of
communities´ knowledge and the word-of-mouth strategy that the owners have fallowed it
is crucial to include social medias marketing like a blog, a Facebook page and a Twitter
account, allowing the customers´ and incrementing their loyalty. The website will be hosted
in the US but with a Chilean domain: www.momentosdulces.cl (sweet moments).

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After enabling the site, the major objective of the online marketing plan will be to drive
visits to the website, generate online quotes, and finally sales.
Proposed Online Marketing Strategy
1. Design and host the MomentosDulces.cl website.
2. Optimize web organic search positioning by optimizing keywords.
3. Enable social media platforms like Facebook and Twitter, including a blog site.
4. Generate an email marketing campaign.
5. Conduct SEM Google Adwords campaign.
Website Creation
Design
The website will need a professional look because we are reaching high-end households
and the referent competitors´ sites look like that (see Appendix 1). Another important issue
is the functionality; we have to remember that the target market does not have too much
time to spend in a difficult navigation site; we need to design an easy to use one, where
they can find the relevant information like the category of products, testimonials, blog,
prices, ways of contact, etc.
Content, Customization, Community and Communication
The website´s objectives will be to serve as an online catalog where potential customers can
navigate and find the best combination of sweet meals and desserts for their special events.
To accomplish this, the site needs to have a clear display of products, with photos, prices

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and the ingredients. The other important issue is being a point of contact for the customers,
where they can ask for recipes, ask advice of sweet meals combinations, know the last
products developed, and any other issue that they would like to share. We have to
remember that up to here all the sales have come from the word-of-mouth, which is why we
have to enable all the possible platforms to increase the social networking. This sense of
community will be supported by satisfied customers.
SEO Search Engine Optimization
An organic search engine positioning will be developed, carefully choosing the right
keywords to increase the search engine ranking and consequently drive more visits to the
website. The words will be related with the type of products and service´s attributes, the
target market, geographic location, and any other particular characteristic. We will make a
list of potential keywords and then run tests through Google.
Social Marketing Websites
We will create a Facebook page to be a point of customers´ contact, allowing the referrals
increase, mainly because almost 80 of consumers trust peers recommendations (Newlands,
2011). Also a Twitter account will be opened to notify about new products, workshops or
relevant information for the followers. A blog site will be created to include all the content.
Email Marketing Campaign
An email marketing campaign will be developed using the internet based tool provided by
MailChimp.com. For test purposes the mail list will be BU students, friends and relatives.

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Search Engine Marketing (SEM) Campaign
The online marketing strategy will focus on organic methods, however we will use Google
Adwords search and display network to increase the website´s visits identifying the related
keywords.
Strategy Evaluation
Since the company did not have any presence on the web, it is difficult to develop an
optimal evaluation. However we will track three events: (1) Web organic search position,
(2) amount of visits to the site, (4) Facebook and Twitter followers and finally (4) the
amount of quotes.
Online Marketing Plan Implementation
Website Creation
As we mentioned the first step of the online marketing strategy is the creation of the
website itself. There are lots of issues to take in consideration when developing a website,
and has to deal with the design and functionality both balanced in the proper measure. A
good design is not just about how the site looks; it is made up by three non-technical
components: the aesthetic design, the informational design and the interface design (Collis,
2008).

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The aesthetic design is how the site looks; in our case we tried to make it look nice and
friendly, with good pictures and a rotating header banner, a company logo, funny and
medium-big typos, not much information and clear sections and buttons.
The information design deals with how efficiently and effectively customers can find and
digest information, in our case every page did not have more than 200 words, with a clear
title and instructions.
Finally the interface design considers the arrangement and make up of how users can
interact with the site, this means the menu bar, components, banners and forms making the
experience of using the website easy, effective and intuitive. Taking this in consideration,
the site was designed with a clear menu bar, internal search capabilities, “follow us” and
share social media buttons, newsletter subscription, testimonies and recommended products
banners.
In the next page we can see the home page with the most important characteristics we
mentioned. The header, menu and right side column stays the same for every page.

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Another critical issue is the products´ display, for that purpose we developed a list of
products´ category (as seen in the snapshot bellow) and by clicking one of them we access
the category gallery where we find the different offers. For those customers that want more
Company´s Logo
Rotating BannerEasy Navigation Bar
Social Medias Buttons
Search Option
Subscription Capability
Only Relevant Information
Social Medias Share
Clear Title
2nd way linked info
Nice and Friendly Typos
Rotating Testimonials

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details, they can click any photo and get a display with the detailed products and its most
important characteristics.
Finally and not less important we developed a contact form, linked in the menu bar and in
different sections and pages of the site. The contact form helps gathering information of
Products´ Category
Product Display
Category Gallery

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customers, their concerns and complains and most important sale leads to be transformed in
orders.
Website First Evaluation
After running our first Email Marketing and SEM Google Adwords campaigns (specific
details in the respective section) we saw by analyzing the Google Analytics´ visitors flow
that the mail requests (3 sale leads) passed through the About us, Delivery and Services-
Prices pages, showing that people need to be informed before requesting a quote and do not
waste time in collateral pages.
Contact Form

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Interesting information came from the Page view report that indicated that the
Products/Cakes, Products, Home, Services+Prices and About Us pages were the ones with
the higher page views, with a total of 66%. This rate excluded the entrance pages to avoid
the obvious impact of the Adwords campaign.

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As recommendations, we suggest enriching the products´ page, generating more awareness,
more details, put prices and call to action buttons to prevent leaks to other pages or dilute
contact generation.
SEO Search Engine Optimization
The second stage of our Online Marketing Plan was to obtain an optimum Search Engine
Optimization (SEO) for the website, for this purpose the first and most important task we
developed was the keyword election. The keywords are the phrases or terms that a site has
and by the ones it is going to be found in the internet searchers. A good keyword election
along with its use in the body, the title and description tags of all the website´s pages can
increase the probabilities of a higher search rank (using the specific keywords) and
consequently more visits to the site.
Before we started the keyword seeking and SEO enhancement, almost all the landing pages
had their correspondent text, links and photos, but not created from the keyword´s point of
view. Even more, the majority of the words were not tested or contrasted with any search
engine, not knowing their popularity, relevance or use by competitor websites.
Notable case was the webpage´s first title “Postres Caseros para Despacho” (Handmade
Desserts for Delivery), not really SEO focused.

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Strategy to get the Keywords
Starting with the strategy, the first thing that we did was to use the Google Adwords´
Keyword Tool to start testing and populating possible keywords for the site. In our case we
established the location to Chile, with all languages and exact phrase match.

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The result was a list of potential words to be used, and recommendations for other
potentially relevant ones that we can see in the next snapshot of the Google´s Keyword
Tool page.
To complement the list of words we tried to use the tool “Find Keywords” from
Wordtracker.com. Unfortunately this tool only finds keyword searches for the US and UK,
which was inappropriate or not effective for Chilean searches. A thing to say, it was very
useful in looking for potential variation of keywords, the ones we tested in Google
Adwords.

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With all the potential keywords gathered from the different sources we constructed a long
list of 109 words and phrases; see Appendix 2 for a selection of the 30 most important
ones. These keywords were tested in three ways: by the Google´s Keyword Tool, Google
searches and the use by competitors’ sites, resulting in a short list of 11 relevant keywords
ranked by search popularity, relevance and competition use. We also determined in which
landing pages this words were relevant to use for the title, description, meta keywords and
body text.

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TABLE: TOP of Keywords - MomentosDulces.cl website
Keywords (amount) (H, M, L) (H, M, L) Link Pages
Popularity Relevance Competition
Tortas a domicilio 140 H H ALL
Postres a domicilio 46 H M ALL
Pasteles a domicilio 58 M H ALL
Tortas a pedido 210 H M HOME. QS, SP, CONTACTO, TEST
Venta de tortas 73 H M HOME. QS, SP, CONTACTO
Tortas infantiles 1600 H M HOME, QS, SP
Tortas para cumpleaños 140 H M HOME, QS, SP, TEST
Tortas para matrimonio 110 M M HOME, QS, SP, TEST
Postres para matrimonio 73 M L HOME, QS, SP, TEST
Tortas de novios 3600 M M HOME, QS, SP, TEST
Tortas para bautizo 320 M L HOME, QS, SP, TEST
Website Optimization
The last stage was to use this optimized keywords to complete and develop for each landing
page the appropriate title, description, meta keywords and enriched content. For this
purpose we used the Wordpress´ All in One SEO Pack plugin.
Here we see an example of the “About Us” page:

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Search Optimization Evaluation
Since the website and domain had less than a couple of weeks of creation, it is was very
difficult to have organic visibility on internet, especially when running engine searches.
Doing a search test on Google.com we found that for selected keywords
MomentosDulces.cl did not appear; even more it was not ranked yet.
This is consistent on how organic SEO works, even performing all the necessary tasks to
enhance search ranks, it can take between 30 to 180 days or more to generate results
(Martinez, 2011) and will depend on the quality and quantity of the inbound links, the
domain´s age, the site´s authority and primacy, and all the keyword selection and
implementation in the pages title, description and body text editing (Grappone & Couzin,
2011).
Taking this consideration we ran a test with Rankingtoday.com for the home page
MomentosDulces.cl to evaluate the performance of the variables we controlled: the page
structure, meta tags, keyword density and link bounds. After running the test we found
some problems with the images weight, meta description and meta keywords lengthy,
keyword stuffy and some broken links. Details are found in Appendix 3.

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After fixing the detected problems, the performance increased in almost all the topics, as
seen in the final Rankingtoday.com evaluation output:
Social Marketing Websites
After developing the site momentosdulces.cl and enhancing the search engine capabilities
by the correct SEO strategy we needed to generate inbound links, and one of the best’s
ways to accomplish that goal was to develop a Social Media Marketing Strategy, because
today’s social platforms are more that driving buzz; they are generating real purchases and
other real-world decisions (Thomas, 2011). This means that having social outlets like blogs,
Facebook, Twitter or LinkedIn in between others, can really open up new access points for

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businesses, leveraging the creation of content, context, connection, and community, also
adding leads generation, nurturing, and sales conversion (Jantsch, 2009).
Social Media Strategy
As we mentioned, an active presence in social media environment will increase the
probabilities of having inbound links for the website, that is why we created a Blog site, a
Facebook page and a Twitter account. The main site and the blog page were created to tie
all the social media activity.
The primary website – www.MomentosDulces.cl
As we see in the bellow snapshot, the main page has some buttons and links that connect to
social medias sites and pages. In the right side bar we see the Twitter and Facebook buttons
that takes to the respective accounts, also RSS connection was included, every page has the
capability to share all the content, and finally the main toolbar has a button that links to the
Blog site www.Blog.MomentosDulces.cl.

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Social Medias Buttons
Social Medias Share
Blog´s Link

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The Blog Site – www.Blog.MomentosDulces.cl
The blog site is one of the most relevant pieces of the social media marketing strategy; here
will can allocated important content, the doorway to all the other social marketing.
Link to Main Site
Blog Link
Link to Main Site
Link to Main SiteLast Post
Last News
Blog´s Categories

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According to Thomas (2011) blogging activity can bring several business benefits, in
between the most important we can mention: drive traffic via the production of new
content, allows free feedback and function as focus groups, give the organization a human
face, demonstrate customer service in full view, help reputation management and growth of
users base.
The relevant point is to share content that is important for the potential customers, in our
case share different types of dessert recipes, post important advices of cooking, give
awareness of new products, events and workshops, also including periodical testimonies.
The blog site´s design also had information about the company, how to contact us, a link in
the toolbar to the main site, and the blog link where the content is allocated.
Three functional boxes were displayed to strategically attempt to drive visits to the main
site. Finally, in the right column we created widgets with categories, the last news, the
upcoming events and much more.

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As an example, we can see a post of a “Homemade Flan”
The Facebook Site – www.Facebook/PastelesMomentosDulces
A Facebook page can boosts business because it can go beyond simple relationship
building. In between others, it can build awareness, brilliantly distribute information, create
community, offer additional low-cost customer service and can boost sales (Thomas, 2010).
To take advantages of these characteristics the Facebook page was created to prioritize the
community formation. To accomplish this objective it is crucial the owners´ engagement.
The community starts with them, and as far as they contact with friends, relatives and
neighbors the “fans” will grow.

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To attract and form the community it is important to include all the new products, activities
or recipes developed and post them with lots of photos. All the community needs to
participate, so the events and parties´ chronicles are a must.

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The Twitter Account – www.Twitter/PostresMD
As a media of “instantaneous” messages a Twitter account was opened to serve as a
primary source of news, related with events, new products or announces that new photos or
recipes are available in the main site, blog site or Facebook page.
A final consideration to mention is the integration of the different platforms, one of the
clues to success in Social Marketing. That is why a plugin was installed in the Blog´s
website to enable the possibility of simultaneous information spread. As an example we can

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see “Publicize” that automatically allows the population in Facebook and Twitter of a post
made in the Blog site.
Email Marketing Campaign
For this campaign we used the free option that offers the Mail Chimp Company
(www.mailchimp.com). This allowed us create, send and track the first Newsletter and
generate a widget in the website to gather website´s follow-ups, especially the ones that
come from organic and paid searches. This will be very import in the near future because
here it can be collected subscribers´ emails (see Appendix 4).
Campaign´s Objective
The objective of this first campaign was to drive visitors to the site, especially the Home,
Products, and the Delivery pages. As recipients´ list were known people (BU classmates,
friends and relatives) the clicks-through objective was set in 10%, far more than the
average (MailChimp, 2013).

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Subscribers List
The first step of the campaign was the creation of the recipients list. For this we imported
an AD 737 on-campus students list, some students from the AD 737 online class and
friends and relatives emails. We gathered 39 emails who received our Newsletter.
Campaign´s Information
In the bellow snapshot we can see the most important setup parts of the campaign. You will
notice that we enabled the possibility to tweet and publish the newsletter on Twitter and
Facebook respectively (see Appendix 5 for the online publication results).

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Marketing Piece
Next we designed the advertising piece, in this case the first Newsletter. The objective that
we traced was to create company´s awareness related to its goal “Buy Special Dessert
preparations”, the products offered, the home delivery service, information about recipes
and called to visit the website and blog. We also highlighted the brand, the company´s logo
and generated a Facebook and Twitter buttons.

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Email Marketing Campaign Results
As we see, there was a 100% email receptions, more that 50% opened the advertising piece
and the 13% of them visited the websites. As expected, the opens came from the US and
Chile, where the subscribers lived.
Interesting information came from the “Click Map Panel” (see Appendix 6) that showed the
clicks distribution. The 50% went to the main site, the other 25% clicked the Recipes title,
the 12.5% went to the products page and finally the last 12.5% landed in the blog site.

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One issue to investigate is that people almost did not click the photos, despite all of them
where hyperlinked.
Search Engine Marketing (SEM) Campaign
This campaign was run for 6 days within Google Adwords, was created on April 11 2013
ending on April 16 of the same year. To enhance the results we created three Ad Groups
with different keyword each one (see Appendix 7) and used a limit budget of 46.4 dollars
or 21,703 Chilean pesos (clp).
The first Ad was related with cakes “The Best Cakes” and the keywords were all the
variations of target events, company´s services and cake types. The second Ad was related
with desserts “Sale of Delicious Desserts” and we used more generic keywords associated
to the business itself and the products offered. Finally, the third Ad was related with
pastries and pies “The Best and Delicious Desserts” and the keywords had the pastry and
dessert name on almost every one.

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The campaign was set up for Search and Display, including all networks and devices, to be
displayed in the country of Chile, with automatic bidding and CPC bid limit (see Appendix
8). We started with a daily budget of clp 2,000 or 4.2 dollars, raising it in the third day to
clp 4,000 (8.4 dollars) ending with clp 5,000 (10.5 dollars) limit for the fourth day.
Campaigns Results
The total campaign reached 363 clicks in the 6 days; the Search campaign had 255 clicks
with an excellent Cost Through Rate (CTR) of 2.03% and an average CPC of clp 61. By the
other hand, the Display campaign reached 108 clicks with a lower CTR of 0.31% and an
average CPC of clp 36.
At a first glance we could evaluate the Search campaign as the most valuable with the 70%
of all the clicks, but if we take in consideration de total cost, the Search campaign absorbed
the 82 of the budget, simply because the average CPC of the Display campaign was only
clp 36, almost half cost of the Search one.

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If we look at the individual Ads we see that they had different behaviors. Comparing the
three of them we see that the first one “The Best Cakes” had the most interesting
participation, with 187 clicks (52% of all), a 1.26 CTR and an average CPC of clp 43. This
could be because the most clicked keywords were far from generic: “children´s cakes”,
“birthday cakes” and “cakes for sale” (see Appendix 7) compared with the second Ad
“Delicious Desserts for Sales” that had more generic keywords in between the most
clicked: “pastry”, “desserts” and “cakes”.

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As this was the first paid campaign with the new website it is very difficult to evaluate the
results, despite this we received three customers´ quotes requesting some of the company´s
products. From all points of view we can consider this a total succeed (see Appendix 9).
Some Analytics Results
From Google Analytics we gathered some preliminary information that can be used to
enhance the performance of the new site. We started measuring on April 13 2013 and we
clearly see that traffic was generated between that date and April 17, mainly because that
was the end of the Google Adwords campaign.
See the chart below for the most important visits´ details:

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In respect of the visits´ origin, we see that 93% came from Chile and only 6% from the US,
aligned with the Adwords and MailChimp campaigns.
One interesting issue to highlight is the internet´s connection origin; the 20% visited the
webpage using a smartphone but with a higher bounce rate (58% versus 51%). This can be
explained because originally the site was developed only considering traditional computers.
In respect to the traffic´s source, we see that almost 80% came from Search and Referral
(Display) traffic, both generated from the Google Adwords campaign. The rest were direct
visits, not detecting at the moment organic search visits.

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Search and Referral sources had similar bounces rate (50% and 51% respectively) but one
important issue to investigate is that searches related with Google had only a 40% bounce
rate (see Appendix 10 for sources details).
Finally, the most visited pages were Cakes, Products and the Homepage with almost the
66% of all the page views. One thing to mention is the high bounce rate of the Cakes´ page
compared with the Products one. This makes us reappraise the landing pages for future
Adwords campaigns, because we used both pages and it seem that one is more appropriate
that the other.

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Webpage Snapshots

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Conclusions and Recommendations
After developing and implementing the whole online marketing strategy we can evaluate
the results as very positive. We generated online awareness and gathered visits to the site,
in almost 10 days of operation 300 people visited the website, with more than 760 page
views and most of all, three product´s quotes for potential sales.
We developed the bases for the future growth of the company like a Blog site, a Facebook
page and a Twitter account, and gained the experience to implement the next Email
Marketing campaigns with MailChimp and Search Engine Marketing (SEM) campaigns
with Google Adwords, while we wait for the Search Engine Optimization (SEO) to take
place and direct us organic visits.
Now as recommendation we see in relation with the website that it is necessary to populate
the products´ page with more recipes, photos and related content, also include more
information like specific prices and include more “call to action” buttons. Is important to
study the convenience of developing specific content for smartphones searches, remember
that 20% of the visits were made by these devices.
Organic SEO is the best and cheapest way to gather visits to the websites, but it is slow in
giving results, that is why we recommend implementing all the strategies to accelerate the
process like generating relevant inbound links, enroll the website in vertical portals and
related content web portals.
For making a Social Medias strategy to work is critical the owners´ engagement, fan and
followers do not come alone. We recommend start inviting friends, relatives, neighbors and

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generate content and awareness with new products, recipes and workshops. Also videos can
be created showing how the products are manufactured.
The MailChimp campaign can be improved by placing in the marketing piece more “call to
action” buttons related with special offers, discounts, savings or special contests. The
owners can start sending emails to the near condos.
Finally, the results of the SEM Adwords campaign brought visits and quotes; however we
recommend using more accurate keywords like long tail ones to maximize the Click
Through Rates.

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References
Ryan, D., & Jones, C. (2012). Understanding digital marketing, 2ed Ed. Philadelphia, PA:
Kogan Page
Newlands, M. (2011). Online marketing. West Sussex, UK: Wiley Publication
Thomas, L. (2011). Online marketing. New York, NY: McGraw-Hill
Grappone, J., & Couzin, G. (2011). Search engine optimization: An hour a day.
Indianapolis, IN: Wiley Publishing
Kanabar, A. (2012). Innovative Marketing Techniques Lectures – AD 737 Course. Boston,
MA: Boston University
Estrategia (2010, December 20). Chile es el N°1 en consumo de helados en Latinoamerica.
Retrieved on March 17, 2013 from http://www.estrategia.cl/detalle_noticia.php?
cod=35814
LAM (2006). Chile-Mercado de alimentos. Latin American Markets. Retrieved on March
17, 2013 from http://www.latinamerican-markets.com/chile---mercado-de-alimentos
Collis (2008, December 3). The 3 Components of good web design. Retrieved on April 19,
2013 from http://psd.tutsplus.com/articles/the-3-components-of-good-web-design/
Martinez, M. (2011, December 7). How long does it take SEO to work?http://www.seo-
theory.com/2011/12/07/how-long-does-it-take-seo-to-work/
Jantsch, J. (2009). Let´s talk. Social Media for small business. Retrieved on April 7, 2013
from http://www.ducttapemarketing.com/socialmediaforbusiness.pdf

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MailChimp (2013). MailChimp support web page. Retrieved on April 21, 2013 from
http://kb.mailchimp.com/article/whats-the-best-way-to-get-started-with-mailchimp
Google Adwords (2009). Growing your business with Adwords. Retrieved on April 11,
2013 from http://static.googleusercontent.com/external_content/untrusted_dlcp/
www.google.com/en//adwords/pdf/hc/growing_adwords_en.pdf
Raehsler, L. (2012, December 26). What is a good click-through rate for PPC? Retrieved on
April 19, 2013 from http://www.clickz.com/clickz/column/2186867/click-rate-ppc

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Appendices
Appendix 1 – Competitors Websites
Dulcería El Ingenio website (www.elingenio.cl)
Family business that was established in 1975 offering more than 300 homemade craft
recipes. They use natural ingredients that come from their own organic trees and
vegetables. Besides their country side farm they have 3 stores located in high-end districts
of Santiago and they also deliver upon request.
Regarding to their site, it has a professional look, easy to navigate with a good display of
products and prices. Has Spanish/English version, but does not have online payment
capability, social medias presence, content like recipes information, testimonials or
different call to action sections. In summary, it is more like an online brochure, practically
they do not use any internet marketing strategy and their Google organic positioning is
poor.

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Panadería y Pasteleria Fina Crocante) website (www.crocante.cl)
This is another family business with a tradition of 4 generation formally established in
Santiago the year 1997. They offer their own exclusive recipes to be tasted in their coffee
shop or for buying in their only location, a store based in the upper class district Las
Condes. They dedicate to salty and sweet bakery products, with a wide range of products.
Their site has a professional look with a great variety of products, but they do not mention
prices or on-request special preparations. It is not e-commerce enabled, uses Google maps
for their location, and has important contact information visible and a Facebook banner to
connect. Their Facebook page is very basic, with low movement. As the first website we
mentioned, they also look like an online brochure.
They actually use Google Adwords in the way of search network. Has a bad keyword
organic positioning and apparently do not make any other internet marketing efforts.

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Dulcería Presidente Riesco website (www.tpriesco.cl)
Finally we have the third company, the sweet shop “Presidente Riesco”. As the other
companies they are located in the upper class districts of Santiago and have 7 branches, also
its site looks like and serves as an online brochure. In this case the difference is that it is
more difficult to navigate in the products´ section, has clear contact information, no e-
commerce or social medias enhancements.
They have a great Google positioning, appearing in the first Google pages for all the import
search keywords.

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Appendix 2 – SEO Keywords Selection
TABLE: Long List of Keywords - MomentosDulces.cl website
Keywords (amount) (H, M, L) (H, M, L) Link Pages
Popularity Relevance Competition
1 tortas 8.100 H L In all pages
2 postres 3.600 H L In all pages, BLOG
3 postres light 110 M L PRODUCTOS, LFF
4 postres caseros 320 M L BLOG
5 kuchen 6.600 H L PRODUCTOS, KP
6 flan de chocolate 58 L L PRODUCTOS, MFB
7 mousse 480 M L PRODUCTOS, MFB
8 mousse de chocolate 1.600 H L PRODUCTOS, MFB
9 Pasteleria 2.900 H L In all pages
10 Reposteria 2.400 H M In all pages
11 tortas a domicilio 140 H H In all pages
12 postres a domicilio 46 H M In all pages
13 dulces a domicilio 12 H H In all pages
14 pasteles a domicilio 58 M H In all pages
15 tortas a pedido 210 H M HOME. QS, SP, CONTACTO, TEST
16 venta de Tortas 73 H M HOME. QS, SP, CONTACTO
17 venta de Pasteles 16 H L HOME. QS, SP, CONTACTO
18 postres para eventos 12 H L HOME. QS, CONTACTO, SP, TEST
19 tortas Infantiles 1.600 H M HOME, QS, SP
20 postres para niños 46 M L BLOG
21 dulces para niños 12 M L BLOG
22 tortas para cumpleaños 140 H M HOME, QS, SP, TEST
23 postres para cumpleaños 12 H L HOME, QS, SP, TEST
24 tortas para matrimonio 110 M M HOME, QS, SP, TEST
25 postres para matrimonio 73 M L HOME, QS, SP, TEST
26 tortas de novios 3.600 M M HOME, QS, SP, TEST
27 pasteles de novios 16 M L HOME, QS, SP, TEST
28 tortas para bautizo 320 M L HOME, QS, SP, TEST
29 Pasteleria a domicilio 16 H L DD, SP
30 Reposteria a domicilio < 10 H L DD, SP

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Appendix 3 – RankToday.com Optimization

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Appendix 4 – MailChimp Subscription Form

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Appendix 5 – Email Marketing – Facebook & Twitter

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Appendix 6 – Click Map Panel

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Appendix 7 – Google Adwords - Results by Keywords

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Appendix 8 - Google Adwords Campaign General Settings

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Appendix 9 – Customers´ Quotations

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Appendix 10 – Google Analytics Traffic Source

Online marketing plan - Martin Meister

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