DIGIAL MARKETING PLAN

Goal for Themorningblossom.com

Business goal is to bring more traffic on the website and as per competitor
analysis introduction to new categories, product and pricing to be focused to
the end of six months. Need to find overall success of the business. The main
objective is to bring the traffic on the website from various channel and
understand the buyer persona and behaviour on the website for next 6
months.

Strength:
Daily flower needs required for pooja and every occasion
Unique gifting ideas
indoor planting as new concept
Good concept on Social media
Superior product and services quality can help the morning blossom to further
increase its market share as the currently branding is in process.
Creating Strong relationship with customers and brand equity must be increase
in domestic market.
 The firm needs to navigate environment by building strong relationship with
lobby groups and political network.
Weakness:
Product categories are not defined properly.
UI & UX must be revised Website is not mobile responsive.
Each category must have subcategories.
Content on the homepage is missing.
Product nomenclature must be revised and not more than 4 characters.
Product delivery status tab is not present.
Area covered is not mentioned anywhere on site.
 lack of critical talent especially in the field of technology & digital
transformation.
Low ROI
Track order and help line number is not available.
Weekly Blogs are not Updated.
Buyer persona is not defined.
Market Opportunities :
Get partnered with flower shop or pooja bhandar at nearby temples like
Siddhivinayak, mahalaxmi Give opportunity to channel partner like flower
boutiques for selling your platform.
Commitment on services like 2 hrs. delivery or same day delivery.
More deal and offer to buyers.
Lucrative Opportunities in International Markets
Opportunities in Adjacent Markets
Changing Technology Landscape – Machine learning and Artificial Intelligence
boom is transforming the technology landscape.

Threats:
There are many startups who are running the online flower delivery as various
options like combos, occasion and anniversary.
Change in Pricing and competition
Difficult to tap the competitors’ buyers.
Inventory management
Handling Cancelation of products.
Pandemic situation
Marketing Funnel Plan

PLANNING STAGE

Creating the brand Content on digital Channels

Creating the content marketing activities on different channels
Define new segments, Target market & positioning

Reach

Create Brand awareness: Publish & Promote

content on through social network, publishers, seo,
blogs Key measures:
Unique Visitors
Activities: Display ,search, SEO, Content marketing,
Fans & Followers
Influencer outreach, Skyscraper technique

ACT
Worth finding content: Clear
Customer journey and content
hub that is , relevant, Key measures:
inspirational, useful and create Leads Conversion rate
leads Time on site
Activities: Optimize landing page, Share|likes|Comments
home page, product page,
remarketing

CONVERT
capitalize on
Key measures:
marketing:
sales
Investment in
revenue / profit
CRO, marketing
Average order value
automation,
personalization,
remarketing,
Multi-channel
selling

ENGAGE
Social media marketing&
Proof sales & referral,
loyalty program, Key measure
remarketing, newsletter Repeat purchase
Satisfaction Loyalty
advocacy.
• Campaign Objective: Increase awareness & Traffic on the website

• Target Group - age group of 22 to 40 yrs.,

Core TG Behaviour: - Adopted digital payments/wallet users | Online Transactors | |
Special occasion| Birthday |anniversary |Gifting| Active on social media |Shopping

• Key Markets: Considering Mumbai and Navi Mumbai

• Budget : Digital: 50k Monthly

• Duration – 1 Month
SEO ACTIVITIES

SEO Activity Plan Task

Number of key phrases optimized (Keyphrases with less
than 1M results) 30 keywords (Brand + Generic)
Technical Website Analysis & Opportunity Report yes
Keyword research & selection 50 keywords research out 50 30 keywords will be
selected
Keyword mapping to target pages Yes
Title Tags & Meta descriptions Need to be updated
Robots.txt optimization Need to be updated
Quarterly Earned Media Content Assets - Content,
Linkbuilding, Consulting, or CRO Assets only after backlink analysis
Information architecture audit After site Audit & understanding of user behaviour
Google Analytics setup with conversion tracking After getting GA access
Google Analytics traffic analysis After getting GA access
Canonicalization analysis Already done
Setup of website sitemap updated
Alternate text added to images Need to be updated
Product image optimization Need to be optimized
Initial link analysis and disavow After getting search console access
Breadcrumb analysis/implementation Need to be updated
Broken link correction (initial) After getting search console access
On-page crawl error correction After getting search console access
Custom 404 error page setup After getting search console access
Product Markup Schema Need to be updated
Initial copywriting articles or blog posts (up to 500 words) Montly 5 blog post
Initial copywriting for product descriptions (up to 150 words) 15
Ongoing quarterly copywriting for product descriptions 15
Quarterly web page freshness updates 10
Ongoing quarterly keyword ranking reporting yes
Ongoing monthly traffic reporting yes
Ongoing monthly transaction/revenue reporting yes
Competitor intelligence report yes
Internal linking restructuring yes
Proper URL structure analysis yes
URL Parameter normalization/exclusions yes
Header Tags Optimized (ex. H1s) yes
Duplicate content analysis & correction yes
Keyword rank checker access (updates bi-weekly) yes
Shopping cart funnel analysis and recommendations yes
Website usability analysis yes
Rich snippets optimization yes
Content Analytics & Reporting yes
Outreach to online influencers max 20 per month
Competitor Data Analysis

Source: Serpstat.com

Competitor Organic & paid Traffic

Result Domain Organic traffic Adwords traffic

1 prettypetals.com 285 351
2 winni.in 2342655 259832
3 myflowertree.com 1388105 22936
4 houseofflowers.in 3881 0
5 interflora.in 92397 902
Domain Analysis with DA, PA, Traffic & Page Load
time
 Google ads marketing Plan

Campaigns Ad
visibilit
Desktops/Tablets/Mobiles y Leads
Av
Platfor Campaign Ad Targetin Click g CT C. Conv Cost per
m Type Placements Type g Type s Bid Cost R Reach Rate . Conv.
Search Google Click 20,00 15.00 13.3333333
Campaign Search Text Mumbai s 1,000 20 0 5% 20000 % 1500 3
Third Party
Sites,Youtub Creative Click 21.00
Display e s Mumbai s 1,000 8 8,000 2% 50000 % 4000 2

Google Third Party

site,
Youtube,App
Remarketin s &,Email Creative Click
g Marketing s Mumbai s 1,667 3 5,000 3% 55556 6.00% 1000 5
33,00 12555
3,667 0 6 6500 5

Daily Budget: Rs 200/- Age – 18-40

Campaigns Ad
Desktops/Tablets/Mobiles visibility
Av
Campaign g
Platform Type Placement Ad Type Targeting Type Clicks Bid Cost CTR Reach
Brand 2.9K - 5-
Facebook/Instagram Awareness Facebook Caraousel Mumbai Clicks 8.3K 10 3,000 1%
Catalogue 2.9K -
Facebook/Instagram Sales Instagram Catalog Mumbai Clicks 8.3K 5 3,000 2%
Brand 2.9K -
Facebook/Instagram Awareness Facebook/instagram Banner Mumbai Clicks 8.3K 4 4,000 1% 900000000
10,00
Total 8,500 0
Suggestions & recommendations

As per site Audit we need to optimize the website from the scratch.

Compared to competitor site we need to improve the site UI & UX from search engine and user
point of view. Also, we need to expand the line of business as per the competition.

As per ranking factors we need to work on below SEO Activities.

Update Robots.txt

Broken links, Internal & Outbound Links

SEO friendly URL structure

Check the temporary 302 redirect.

Find and fix redirect chains and loops.

Fix the missing and duplicate meta title tags & description.

Include H1 tags wherever necessary.

Update alt tags in the products

Improve internal linking.

Find and fix the keyword cannibalization.