This document outlines a digital strategy for a perfume brand called Goest. The goals are to increase brand following through advertising on blogs and websites, optimize e-commerce and social media platforms, launch a Google Adwords campaign, and increase sales by 20% by March 2014. The target audience is described as 25-45 year olds who want unique, artistic scents. Key performance indicators include growing social media followers and improving SEO metrics. The plan is to spend $450 per month, or 12% of projected annual revenue, on digital advertising and analytics.

1. +
DIGITAL
STRATEGY
By: Diana Steele
Welcome to your new metaphysical wardrobe. Our purpose? To bring you a prestige-quality
fragrance that’s distinctively-designed, very handmade, and whose aim is true.

2. + A START….

3. +
GOALS
☐
Increase brand following
☐
Begin advertising on blogs & websites with similar aesthetic
☐
Optimize all e-commerce & social media platforms
☐
Begin Google Adword campaign
☐
Increase sales 20% by March 2014
☐
Begin to monitor & track site analytics
>
>
be in more stores around the world

4. +
TARGET AUDIENCE
☐
25-45 years old
unisex scents
☐
☐
good, very developed taste but they don't want all of the same
things as everyone else
☐
they want something that is special, artistic, and interesting in
an intelligent way

5. + SOCIAL MEDIA
☐
INSTAGRAM
☐
BLOGS
☐
FACEBOOK
☐
PINTEREST
> use www.socialoomph.com to monitor these platforms

6. +
KPI
☐ Increase SEO through:
☐ Google Adwords campaign & monitoring Google Analytics
> Keyword optimization
> Page bounce rate & views
>Unique visitors
☐ Social Media fans/likes/subscriber increase
> Facebook page up to 450 likes
>Instagram to 300
>Twitter followers to 150

7. +
GOOGLE ADWORDS
☐
KEYWORD OPTIMIZATION
+
ghost, gost, perfume set, handmade perfume
+
various scent names:
Realism, Dauphine, Grand Tour,
Lartigue, Silent Films & Jackal
- Perfume

8. +
BUDGET
☐
Projected revenue of $45,000 in 2014
☐
spending $450/month
>12% of yearly revenue
`
☐
CPC/MONTH= $170
+ $40 blog banner ads
☐ DIGITAL ANALYST
= $60/week
= $ 240/month
Total per month: $450

9. +
SUMMARY
☐ Increased:
>spending on all forms of digital advertising
> SEO
Google Adwords / Analytics
>social media fans & shared content
larger digital presence à higher revenue

10. +
☐ GOEST.US
☐ GOESTPERFUMES.TUMBLR.COM
☐ FACEBOOK.COM/GOESTPERFUMES
☐ INSTAGRAM.COM/GOESTPERFUMES