What2Eat: SEO, Social Media, Email Marketing and Analytics

The assignment content focuses on driving traffic to the website and social media platforms through YouTube, SEO, email marketing, and analytics. The landing page is optimized with relevant keywords, including specialty diets, healthy eating, vegan diet, vegetarian diet, and coeliac diet. Email marketing campaigns will be created using MailChimp, and analytics tracking will be used to measure effectiveness.

Introduction
This document outlines the digital marketing strategy for what2eat.ie, our healthy eating website
and our mobile application. The strategy will be based on our assumptions and knowledge gained
through the research phase of our requirements document.
We aim to use both traditional and internet marketing concepts to drive traffic to our website and in
turn create a demand for the what2eat application downloads. Social media will be a key platform
for launching our product and getting our message across and also maintaining a relationship with
our users. This strategy will act as a framework for our campaign but will need to be fluid going
forward. We may need to adapt or change certain aspects of our strategy as feedback is received
and marketing data is measured. The budget we have been allocated will need to be managed
effectively in order to set a realistic duration for the campaign.
Target Audience
This product can be used by anyone, of any age, sex or background, who is interested in monitoring
their diet. However, it is aimed particularly at those with special dietary needs or requirements, such
as vegans, vegetarians and coeliacs. Although we will aim to raise brand awareness to the general
public, it would be beneficial to target individuals who already have an interest in specialty diets as
these are the people who are most likely to download our app.
Strategy
Objective
The product we have developed for this purpose of this project is a health food mobile application
name ‘what2eat’. As our main objective is to maximise the number of downloads of our application,
we will be tailoring our strategy plan keeping this is our ultimate goal. However, we will be taking
into consideration other means of achieving success, such as raising brand awareness, getting our

application noticed, and attempting to drive traffic to our online website, all of which will hopefully
result in a higher volume of downloads.
We have considered many channels of both traditional marketing strategies such as newspaper,
radio, and magazine advertisements, and many methods of internet marketing such as social media,
email marketing and search engine marketing. We have developed a strategy plan by utilising the
following channels which we feel are most suited to our overall needs at this stage of our product
development.
Online advertising
As our product is ultimately a digital product, we feel that online advertising is potentially one of the
most suitable channels to utilise for the promotion of our brand. There are several ways in which we
plan to do this, such as advertising a banner or skyscraper ad on other websites. We developed
attractive banner and skyscraper ads (Appendix 1) containing our most vital information, along with
an option to download our app. The next question was where to place these ads to optimise user
views.
Our foremost thought was to advertise on sites that would get a high volume of traffic, for example
social media sites such as Facebook. We set up an online advertising account on Facebook which
allowed us to reach users and place a skyscraper ad which would provide them with a link to
download our app.
As our app has a function which allows users to see what restaurants we recommend for their diet
and also retail stores we recommend they purchase food from, we decided to avail of affiliate
marketing strategy and approach these restaurants and stores to enquire whether they would be
willing to place our advertisements on their own websites in exchange for our recommendations.
This channel had the added bonus that the majority of people visiting these sites were likely to fall
under the category of our desired demographic and the people most likely to be attracted to our
app.
ASO – App Store Optimisation
As the product we have developed is a mobile application, it made good business sense to research
what the best ways to successfully promote an app. One article that we came upon that we found
informative was https://www.entrepreneur.com/article/227905. According to the author, an often
underrated channel is ASO. We determined the following ways were the most effective ways to
utilise this channel:
● App name: As a lot of people who will be using the app will be searching for the type of app
they are looking for using keywords, it is advised to put the keywords into the name of the
app itself. That way, when the users type in these words, our app should be among the first
to appear.
● App profile page: As the profile page of the app is the first thing that people will see, it
should be treated with the same importance as a website landing page. The app description
should be engaging and detailed while remaining succinct, and the screenshots of the app
should be attractive to the eye.
● App ratings: One of the first things people will do when they are considering downloading an
app is look for reviews from other users. For this reason, we feel it is wise to get some
positive reviews added as soon as possible to reassure potential users that our app is user
friendly and helpful.

Web 2.0 tools
An important part of raising brand awareness of any product or company is to apply Web 2.0 tools.
For our brand, we dedicated a lot of time into developing pages on Facebook, twitter, Instagram and
Pinterest. A lot of our strategy will be focused on potential users, existing bloggers and organisations
that can promote our website and app. We will be targeting the Irish and UK market and we need to
engage with many healthy eating type businesses or organisations. Initially we will engage with 3
particular organisations that fit in with our brand:
1. Coeliac society of Ireland
2. Vegan society of Ireland
3. Vegetarian society of Ireland
All have a social profile which can be easily engaged with. They have weekly events they promote
and most are free to attend. Simply be sharing their feeds and linking back to our site will let them
know we are here and here to help promote their core message. This will also enable their audience
see us and hopefully engage with us.
Blogging is also a major contributor to promoting a brand and we will need to be writing our own
engaging relevant content on a regular basis that sparks an interest within the health eating
community. We can routinely use this content to create teaser blurbs which can be strategically
placed throughout social media and blogs when our product or similar is being talked about with
a link back to our site.
We need to engage with healthy eating advocates and bloggers that have a substantial following. For
example Instagram’s top food blogger Indy Power’s website www.thelittlegreenspoon.com has
become the go-to location for wholesome and delicious recipes. For those new to the clean eating
lifestyle, this is a good place to start, as there is a wide variety of gluten free, dairy free, vegan, raw
and paleo recipes as well as more nutritious versions of traditional meals.
Also fitness sites like men’s health, women’s health mag have a huge following inserting our links in
relevant articles and comments can be seen by thousands. Healthy eating is also associated with
long life and great skin we need to target beauty sites and bloggers like Essential vegan, The 9-5
foodie, A balanced belly to name just a few of the top 20 health and beauty websites in the UK.
Health and beauty journalists are very influential and one mention from them could mean the world
to a starter product like ours we need to be following as many as possible and seeking every
opportunity whether through press release, social media, or our multimedia channels like YouTube
to let them know who we are and what we do at every meaningful opportunity.
Television programs that focus on lifestyle and healthy living can also be targeted we may not have
the budget for an advert just yet but engaging with these programs through twitter using hashtags
on programs like RTE’s ‘What are you eating’ with Philip Boucher Hayes’ before, during and after
social media was alive with talk of healthy eating, it is in places like this where #what2eat needs to
be promoted.
In order to keep our eye on the ball we need to have google notifications set up so we can keep
track of anyone talking about anything related to our product so we decide how we can engage
while being relevant and draw users to our site. Then when we have built an online presence/brand
so every time someone talks about us we can find out where they are posting and respond to what
they are saying while always being measured in how we respond or engage in order to protect and
in turn boost the brand of our product.

Video
Video can be an essential element in fostering interest in what2eat, maintaining customer and social
interaction, and increasing conversion rates. It will support all the other three approaches as well as
offering its own form of traffic generation through the use of a YouTube channel.
As we can see in the above graphic the relationship between YouTube and the website and Social
Media is one of support and traffic generation. The YouTube channel itself will drive traffic to the
site, but the videos posted and hosted on the channel can also be embedded in the landing page and
on Social Media pages to encourage engagement from viewers and gain maximum reach.

SEO
Landing Page
We have ensured that the design and content of the landing page is intuitive for the user. There are
2 CTA’s on the page encouraging the user to ‘Download the app’ and ‘Register for our newsletter’.
The content is of good quality and is highly relevant to our target market.
The URL of our landing page is ‘www.what2eat.ie’. The page has a ‘privacy policy’ and ‘terms of use’
links to build trust with the users,
The following keywords are on the landing page and we believe they are the most relevant to what
the app provides - Speciality diets, Healthy eating, Vegan diet, Vegetarian diet, Coeliac diet, and
should enable our app to be found organically when these keywords are used. We used ‘Keyword
tool’ to ensure that the keywords we chose were relevant to specific search terms.
We have used the ‘Title Emulator Tool’ from Moz to see how our title text will appear in the SERPs.

As keywords are used in the title tag, search engines will highlight them in the search results if a user
has performed a query including those keywords. This gives the user greater visibility, and generally
means our site will get a higher click-through rate.
We created a blog www.what2eat/blog (increase listings in search engine results pages as the
content will be updated on a weekly basis). The blog will contain fresh content for visitors and
answers to their nutritional queries, and they will be encouraged to share the blog through social
media which will further enhance the ratings.
On Page Optimisation
For On page optimisation aspect of SEO we will use the following:
● For title tag: identified keyword will be used
(www.what2eat.ie|specialtydiet|coeliac|vegetarian|vegans)
● For H1: ‘specialty diet’ keyword will be used
● For content marketing we will use keyword planner to search for keywords ideas. We will
use allintitle search on google to search for exact match keywords. This will give us the exact
idea of the true competition we are against. It will give us the high traffic keyword with low
competition.

We will also use a blog page under our domain: www.what2eat.ie/blog
We can backlink the landing page and the blog page with each other as internal linking is also
effective for SEO purpose.
Also, all the images will be ‘Alt Tags’ and because it gives a stronger message to search engine bots
with an improved ranking of the website. The alt tags help the blind and visually impaired people to
find out what this image is about.
We will submit our url to the high quality directory - www.dmoz.org to have it listed under their
nutrition category.
Email
An effective email marketing is very useful for what2eat landing page. According to
smartinsights.com, email marketing helps generate more leads, improves sales, conversion rates &
reduce costs.
http://www.smartinsights.com/email-marketing/state-email-marketing-2015-infographic/
Emails need to be created with WIFM’ (What’s in it for me) factor for the recipient. With the rise in
mobile phone usage, email has become a stronger medium of advertising. Email open rates are on
the rise on phones. For this, we need to have our emails in a mobile-friendly version, to increase
engagement and get maximum conversions.
What2Eat is an app for both Android and iOS. Once the subscriber opens the email on their phone,
we point the link in the email to our landing page and a conversion (downloading the app) can be
done.
MailChimp will be used for email marketing. Initially for up to 2000 subscribers we can use the free
version. Once the subscriber number increases, a €9/Month option will be used, and is still a
cheaper marketing option. A/B testing option will be used for testing call to actions (CTA), analyse
which emails get more opening rates, most popular open times, emails received most clicks and

emails most forwarded by the subscriber to others. A MailChimp HTML code will be generated which
integrates within the sites’ code, and displays the e-newsletter subscription box.
Email Analytics
Google Analytics
Tracking id for Google Analytics: UA-76172881-1
Website tracking code
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Analytics
Goals

Goals Funnel

Budget

Measuring
effectiveness
RACE