Comprehensive Digital Marketing Strategy Report: Darks Woods Coffee

This report provides an overview of the digital marketing strategies employed by Darks Woods Coffee, a coffee roaster company. It explores the use of Search Engine Optimization (SEO) to improve website ranking and attract customers, including keyword analysis and content optimization. The report also covers online advertising techniques, such as paid social advertising, and addresses the challenges associated with digital marketing. Furthermore, it delves into the use of analytics tools like Google Analytics and Alexa Rank to monitor website performance and make data-driven decisions. The conclusion emphasizes the effectiveness of digital and social media marketing in building brand image and fostering customer engagement for business success. The report also includes references to various books and journals that support the information provided.

DIGITAL MARKETING STRATEGY
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Table of Contents
INTRODUCTION...........................................................................................................................3
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Digital marketing is a technique through which business can promote their buying and
selling products and services. With the help of using internet and digital technology or by using
digital and social media platforms, it can help business in targeting audience at wider level ad
more customers can be targeted. Darks Woods Coffee is a coffee roaster company, Barista
school band pop-up Cafe which use specialty grade coffee which have different flavours at
cheaper and low prices and are easily traceable by farmers all around the globe. The company
was established in 2013 and through collective knowledge and experts knowledge, it helped
company in building a strong customer base through which they built and maintained their
goodwill and brand image in marketplace. This project report is based on the digital marketing
strategies which are opted by Darks Woods Coffee through which they aim to target audience at
huge level and gain competitive advantage from their operations (Chaffey and Smith, 2017).
Search Engine Optimization (SEO)
It is a marketing technique which helps business in ranking their websites on top. This
refers to organic search which are opposed to links which are sponsored. Search engine
optimization is a tool through which quality and quantity of webpage can be increased and traffic
can also be enhanced through which business can attract more customers. SEO helps business in
targeting quality traffic and also helps in avoiding payments for ads. This digital media technique
helps business in facing competition using constructive approaches which can attract more
customers and gain more engagement for company website. The benefits of searcg engine
optimisation are as follows:
It helps to reach large number of target customer with just a click. It is the most effective
way of marketing strategies which helps to engage with target customer and make profitable
relationships with them. Search engine optimisation used by dark woods company helps to save
the huge cost spent of different advertising campaign as the company does have to visit
physically the target customer top promote the goods and services of the company. The company
also evaluates the frequency of the customer reach by developing software to evaluate number of
customers. It helps to determine the effectiveness of the promotional tool. Search engine
optimization is the most effective tool by using digital platforms which helps to connects large
number of customer market irrespective of their location. It helps to accomplish sales margin and
profit goals of the business (Dwivedi and et.al., 2020).
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SEO strategy for DWC
The SEO strategy for DWC is that company will focus on strategically analysing the
keywords which can be searched easily and can be easily accessible for customers to reach to
their website. The content which will be posted on Dark Woods Coffee blog and website must be
authentic, reliable and must provide full and valuable information through which customers can
be attracted and strong brand image cane be created and maintained. The company will
strategically plan in creating effective and attractive content which will help in increasing traffic
on their website (Goldfarb and Tucker, 2019).
Darks Wood Coffee will focus on improving user experience through which they can
keep their rank higher on website searches. Through hiring an SEO expert who can manage all
operations and performance of business will help company in increasing engagement and
increasing traffics on the website of company. Through hiring an SEO expert, it will help
company in creating content which are more attractive and efficient in increasing engagement for
the website. The executive must focus on creating something new and creative through
strategically planning and through effectively optimizing search intent and create links of page.
The content which will be posted on the website will be new and improved. To promote the
goods and services of the Dark woods Company, it focuses on promoting its market offerings by
using search engine optimisation, the company spends huge amount to optimise the search
results of company (Piñeiro-Otero and Martínez-Rolán, 2016). When different users search for
products and services in the search engines, through search engine optimisation the searches of
the company names pops of the search results. Through this way of marketing technique the
company promotes its goods and services to the target customers.
Online Advertising
The art of using internet is like an medium which is been used for delivering marketing
message with intention of making identification over audiences that leads upon making
adversing. This is helpful in assisting Dark Woods Coffee through attracting traffic over website
which makes enhancement of brand possible in more affective manner (Key, 2017). This makes
exposure in relation upon engaging within actions through which online purchase is been made.
The critical reasons for which firm can use them are specified beneath:
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 Customer Awareness: Though this Dark Woods Coffee is been established over making
successful responsibility for ensuring that customer is known over delay. This makes
assistance of firm developed over launching of new services over product within market
place. This makes firm opt for creating of viral camping for making people aware about
sales.

Paid social advertising is similar to paid search but the major exception associated with
this is that, in this case advertisers makes the initiative and have to search for the users.
The main benefit that has to be developed by dark Woods Coffee is over usage of paid
social advertising which makes furnishing through which firm is able to target various
prospective of its customers. This makes organization develop strategies that is making aspects
developed over attaining profit and revenue (Piñeiro-Otero and Martínez-Rolán, 2016).
Challenges related with Online Advertising Digital Marketing
 Increase use of ad blockers makes it difficult for advertisers to grab the instance of their
potential buyers. This denotes that ad will not reach their audiences. Users prefer to have their own personal space along with personalisation and when
website force ads on them then they are not satisfied with that.
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Illustration 1: Facebook Post of Dark Woods Coffee

Analytics Digital Marketing
The systematic computational analysis is that kind of analytics which is based upon
making utilization with interpretation upon discovering patterns which is meaningful through
references in relation to data. This provides aids to Dark Woods Coffee for turning raw data
over insights which makes adequate decision to be developed. It can be understood over those
aspects with the help of graphical charts which makes formulation to be done in easy manner.
The critical aspects associated with this are mentioned beneath: Google analytics: This is one of the most frequently used platform which is been used
in order to generate data. Thus provides over wide range of tools required for hosting
within novices through reaching targets with more effucency. This is helpful for Dark
Woods Coffee to acknowledge ways in which users interact with the website. Conversions: Conversions are the good stuff in this action is been used for taking action
over site. This is refereed in relation to Dark Woods Coffee is that it leads over making
establishment of trust. Expertise is been made over assistance through identifying
problems that is been faced by them. Through probable solution market out (Shali and
Yuande, 2020,).
 Click through rate: For internet users who are not sure or having problem requires to
mark out solution which makes brand awareness to be created over paid campaigns
targeting certain criteria. Further click over rate added to Dark Woods Coffee is an
important indication of relevance. This makes audiences feel about understanding them
in paying attention over performance through low CTR. It means targeting audiences
makes specification offer in order to meet anticipation.
In addition to Google Analytics, there are many other tools which can be used by Dark
Woods Coffee to ensure that they can have precise results.
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Alexa Rank will assist them within checking performance of their website for measuring
evidence of the value.
This is been accessed through using of free website in relation to analytics tools. This has
been enabling over measuring of popularity of website. Organization is required for enhancing of
popularity. It becomes important for them over solid alexa ranking. In this liability over auditing
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Illustration 2: Alexa Rank Checker
Illustration 3: Alexa ranking for Coffee

as well as making public number visits upon those visiting website over internet. This is basis for
making calculation as per last three months and if visit is not done then rank is been generated.
DarkWoods Coffee needs to identify the keywords that will lead them to drive in high traffic into
their web sites. This will enhance the ranking of the website in an adequate manner (Thorpe,
2018.).
CONCLUSION
From the above report, it can be concluded that digital and social media marketing is n
effective technique for running a successful business nowadays, as these media channels help in
building and maintaining brand image in market and it also help in creating more engagement
through which business can be more profitable.
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REFERENCES
Books and journals
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Dwivedi, Y. K., and et.al., 2020. Editorial introduction: Advances in theory and practice of
digital marketing.
Goldfarb, A. and Tucker, C., 2019. Digital marketing. In Handbook of the Economics of
Marketing (Vol. 1, pp. 259-290). North-Holland.
Hanlon, A., 2018. Digital marketing: Strategic planning & integration. Sage.
Jong, K., 2020. What's Your Digital Marketing Strategy? Actionable Tips, Trends for
Audiology. The Hearing Journal, 73(12), pp.23-26.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels, 24(1-2), pp.27-38.
Piñeiro-Otero, T. and Martínez-Rolán, X., 2016. Understanding digital marketing—basics and
actions. In MBA (pp. 37-74). Springer, Cham.
Shali, D. and Yuande, X., 2020, November. Research on Member Digital Marketing Strategy. In
2020 IEEE International Conference on Information Technology, Big Data and
Artificial Intelligence (ICIBA) (Vol. 1, pp. 716-721). IEEE.
Thorpe, H., 2018. Creating an integrated digital marketing strategy: Using cross-channel data to
build intelligent strategies. Journal of Digital & Social Media Marketing, 6(1), pp.28-39.
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