Homemade-HandmadeA website for craft enthusiasts

The Aim of the Website • A market place for crafting products.

• To build and maintain a crafts community

• To provide an online crafts meeting point

• To be the font of knowledge when it comes to crafting

• To showcase finished product craft companies (paid for advertorials)

Social Media Aims & Objectives

• To build and maintain buzz and awareness.

• To promote products, content, groups and events.

• To drive traffic to website.

• To increase subscribers, followers and fans.

• To gain audience insights.

• Encourage sharing links with peers• Build number of ‘likes’• Calls to action – buy / like / tag /

commentBuilding fans - bi-monthly competitions:• LIKES: Offer a small free gift /

voucher / discount to those who like the page

• POST A PIC: Competition whereby crafters share a photo of their homemade items. We pick the best one, or see which one gets most likes

• TAGS: Get fans to tag themselves on a Facebook picture we have posted.

• Tweets of interesting facts and figures, news• Tweets lots of images• Retweet those who we follow• Monitor and respond immediately• Hashtags:• Use hashtags for events / products / brand /

competitions• eg #mothersday• Good way to monitor interaction!• Building followers:• rewteets are entered into prize draw• tweets with relevant hashtags are entered into

draw

• Video how-to guides for crafting• Use Youtube / Facebook application

• Pin boards of products with links and cost• Photo ‘how to’ step-by-step guides• Share video ‘how to’ guides• General inspiration board about fashion and crafts• Must be done daily to build presence and boards

DatabaseFeedbackSupportInnovation

CRM Focus

Customer Relationship Marketing

• Expanding our database

• First purchases.

• How customers found the website.

Sign up form

• Name/Age/Gender

• Postal Address/email

• Preferences

• Example: ‘What craft you are interested in’, ‘What products would you like to receive emails about’, ‘What day/time would you like to receive our emails’.

• Sign up form

Feedback• Forums• ‘Leave feedback’• Support – any complaints or ideas that would be sent to our Support

Team• Feedback Surveys we would set up quarterly surveys about different

aspect of our business • 10% off from their next purchase• Innovation. New products/offers would get good exposure – website

banners and emails/text messages to customers. • Tailor offers individually customized promotions - interested in

knitting – 10% discount on their next purchase + a newsletter with the latest tips on knitting trends.

• Customer Support - well trained and contactable via email and phone. Complaints or difficult issues would be escalated to management for handling and building trust.

Use off site and on site SEO techniques to improve website performance in search rankings, boost site traffic, brand recognition & sales. Goal is to drive traffic to website

On site SEO:• Offer valuable and relevant content; use Google analytics and Adwords for

keyword search• Use keyword in page title • Target keywords 3-5 relevant keywords : homemade, handmade, craft,

creative ,craft supply• Get customers to leave a comment in pop out window asking ;Have you

found what you have been looking for

Off site SEO:• Getting links to our website from other websites, articles, blogs, social

media, obtain backlinks from high-profile sites • Linking using anchor text : Handmade, creative craft, craft materials

SEO

Generate traffic and leads to website by PPC campaign using Google platform. Create PPC's ads that will encourage customer to click and act (avoid bouncing)PPC example• Title; Craft Supply Materials for Homemade ArtShort Description: Wide Range of Craft Materials Available for All Types of Craft Url: www.homemadehandmade.co.uk/ unique wool/ kitchen craft•  T: Craft gift sets ideas  D:Order now - Unique and Personalised Gift Sets Url: www.homemadehandmade.co.uk/gift sets

PPC cont.. Rules to follow when creating PPC and increase effectiveness: • Offer value• Capitalise first letters• Differentiate – Large selection, hundreds of styles• Make an offer: Free shipping, 3 for 2• Limited time offer: Order by 15 July etc• Call to action: Order now • Use category specific urlAim is to run approx 4 different PPC ads and determine which advert is most successful and repeat but also constantly optimise and test for new keywords Target audience; mothers, women, relevant business, tradesman, artisanAdvert Placement: web- magazines dedicated to craft, hobbies, spare time, seasonal, craft businesses, communities on face book, localTest new adds, landing pages

RSSUse Feeds to reach and attract customers with news on what’s trendy, chic, new products, styles etc>> Unique and stylish>> What’s in Fashion, Craft Style?>> Make your own in kitchen, bathroom, bedroom, lounge etc >> Chic product of the month try it yourself (with materials bought from us)>> Mix and match art phenomenon– DIY mixing craft >> DIY - Seasonal>> Personalised gift of the day – buy now

E-newsletter•Received only by subscribers.•Weekly, Monthly or tri-mestral.•Content: 1- Product of the week/month. 2- tutorial videos. 3- Special offers and promotions.

How to Subscribe

Subscription confirmation e-mailFrom: HomeMade HandmadeTo: Caroline@e-mail.comDate: 02/07/2012

Dear Caroline

We are happy to announce that you are now subscribed to HomeMade HandMade’s free email newsletter!

You will receive regular updates on the latest products, videos, special offers and loads of inspiring projects and ideas available in our online shop.

Regards,The HomeMade HandMade team

How to opt out• Our objective is to keep people visiting regularly our website looking for updates on new products and videos.• We will make it difficult to opt out: 1- Unsubscribing form 2- Confirmation link.

Example form

Birthday E-mail• Each subscriber will receive an e-card on their birthday from the HomeMade HandMade team.• Personalized e-cards, with the subscriber’s name.• The aim is to give subscribers the feeling that HomeMade HandMade is part of their daily lives.

Thank you for shopping• Automated e-mail.• Confirming purchase made.• Confirming the delivery date and time.• Order reference number.