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A Review Of The Traffic Building Techniques Used In The Local Produce Sector AND MORE…

Contents Introduction


Market Situation


Primary Research 12 Search Engine Marketing Online PR 19 Mobile Optimisation 26 Mobile Apps


Social Media


Email Marketing Banner Ads


Viral Marketing 42 Conclusion




Introduction Message from the editors About us We are ping PR, a team of Bucks New University students that study Public Relations. We have been working on traffic building techniques and website design in our Digital Marketing lectures. About the report This report will analyse, compare and evaluate four major website traffic building techniques in the local produce sector. The four websites are:

Shaun Keeble Beth Lewis

Riverford and Abel and Cole were both selected due to their large market shares in the industry. Ten Mile Menu were selected because they are a local business in the Chilterns, which meant primary research was easier to conduct.

Cameron Hurrion Finally, The Welsh Food Box was selected after a back link analysis of Ten Mile Menu found that the Welsh Food Box website was linking to them.



iEatDigital is the first digital marketing agency that focuses primarily on the local produce sector. The agency will offer six digital marketing services in the first year of business and will look to increase this number throughout the businesses life cycle. iEatDigital will look to Here at iEatDigital, our objective is to provide the highest quality digital marketing service that we can, for our local produce companies. We believe in change, which is why we wanted to be the first digital marketing agency to believe in the local produce revolution. We live in an age where consumers are scared about food miles and the next big 'food scandal', which makes the local produce industry thrive. We want to help the community around our local produce companies. We want to take an active part in helping out local charities and local schools, not as part of a publicity stunt either, we want to do it because we care about our local communities.

We also want iEatDigital to be a company were people want to work. We want our employees to be proud of what they achieve and want to continue their personal development. They are delivering over 14,000 boxes a week and their popularity keeps increasing. It is projected to increase by 500 a week in the near future. Riverford believes its products are superior to the supermarkets in terms of freshness as their vegetables go through the supply chain to the customers door within forty eight hours (Business Franchise, 2014).

Market Situation

The local produce industry has seen substantial success after the revolution of the horsemeat scandal. Consumers are now associating words such as high quality and well regulated with local produce.

Issues in the market Positive – Horse meat scandal has made consumers more cautious about the source of their food Positive – Consumers are more willing to buy ‘ugly fruit and vegetables’ Positive – There’s a forecasted demographic change in the UK that could help expand the industries target audience

The local produce industry is forecasted to gain an increase in sales by 18% over the next three years. This growth would increase the industry value to £6.5 billion. Abel & Cole and Riverford continue to dominate the local produce industry. Their main source of revenue has been from vegetable box sales. Abel & Cole are the market leaders after they generated £46.5 million in sales during 2012. Riverford are only just behind them though as they generated £43.2 million in sales. Riverford continue to increase their sales by ten percent each year, meaning they could become the market leaders in the near future (Price, 2013).

Negative – The recession has decreased consumers disposable income Negative – The convenience of supermarkets is a factor for consumers when considering them or local suppliers.

Market Situation

Horse Meat Scandal In January 2013, the news broke that many supermarket beef products actually contained horse meat. Consumers began to worry about the source of their food and were cautious about buying food that had been imported in.

Ugly Fruit and Vegetables One benefit of importing fruit and vegetables is that consumers expect good quality. This is usually due to suitable weather standards. The UK record its second wettest summer in 2012 and as a result, produced bad batches of fruit and vegetables.

Two studies were conducted, one in December 2012 and the second in March 2013. They assessed what the most important factors were to consumers when buying food and drink. In December, 30% of respondents agreed that food from a British origin was the biggest influence. This percentage increased to 34% in March.

However, even though some batches were misshaped or blemished, seven out of ten consumers were still willing to buy them. This could be due to likely reductions in prices or consumers still continuing to support British farmers and ultimately, the local produce sector. Supermarkets also continued to stock all batches of British fruit and vegetables too, due to wanting to promote the fact that they have faith in British farming.

F This evidently shows that consumers were less willing to eat imported food and instead, shop locally. This also helps emphasise the trust consumers had in British produce.

Market Situation

Demographic Change One of the biggest target audiences that purchase local produce is the over 65’s. They are willing to pay the extra price for local produce as long as the money went to the farmer.

The Recession There are still a lot of consumers struggling financially during the recession. A recent study found that out of 1,500 people, 21% were in danger of failing to pay their bills.

It has been forecast that by 2017 the over 65’s demographic will have increased by 10% therefore the local produce industry could see a rise in sales. The 25-34 year old age bracket is also expected to increase by 10% in the next three years, however this age bracket is the least likely to purchase local produce due to them being ‘overpriced’. Therefore the industry should look to challenge this perception by promoting why the products are worth the price charged. Social classification groups AB and C2 are both expected to grow too. This will benefit the local produce industry as AB consumers are willing to pay the price for products as they believe it is high quality and C2 consumers like to purchase goods that come from a British origin.

This means that some consumers are unable to afford the high prices that local producers charge and therefore have to resort to buying value/cheaper goods from supermarkets. Therefore unless local producers lowered their prices or offered discounts, it’s likely this group of consumers will continue to shop in supermarkets.

Market Situation

Super Market Convenience Consumers use supermarkets due to them being more convenient for the busy lifestyle that the shopper leads. There are stores located in convenient places on route between consumers workplace and home, making them very accessible. Supermarkets are also able to hold more stock than local producers, meaning consumers know they will be able to buy a variety of products. Also, since supermarkets do not take ‘food miles’ into account they are able to stock seasonal products all year long. Supermarkets also buy stock in bulk meaning that they have leverage on the price that they charge, which is why supermarkets are more likely to entice consumers with sales promotions and lower prices. Most of these factors are ones that local producers cannot compete with. For example, local producers are against food miles and therefore cannot stock seasonal produce yearly. However local producers are trying to offer a convenient service by delivering products within forty eight hours to the consumers home.

What the professionals think “Local Food Work has been established for six years and has already supported 7,289 producers. Local Food Work continues to grow and my top tips for the making local food the future are: Commitment, there is a strong consumer base still shopping in supermarkets, therefore they need to be enticed to shop at local retailers. Enterprise, an enterprise that is run by the community and has strong roots will provide a better long term solution. Collaboration, local producers need to collaborate in joint promotional events and branding. Resilience, external factors such as the recession can affect the consumers income and force them to shop at cheaper retailers. However local producers need to believe that the future will get better. Making the economic case, to ensure local producers are structured, they need a detailed business plan. Fairness and ethical practice, finally, local produce need to continue working ethically to reassure consumer confidence. Peter Couchman CEO of Plunket Foundation

Primary Research

The primary research that was conducted, was conducted using in depth interviews. In total there were five interviews. The participants of these interviews included 1 Junior SEO Executive from Distinctly Digital and 4 Bucks New University students. The interviews were held in a computer lab and lasted approximately 1 hour and a half. The primary research was conducted to evaluate what marketing communications should be used for iEatDigital. The respondent was asked to grade the technique out of 5 (1 being very good) and also asked to add a comment too. The question set was almost the same for each technique however they were altered to meet the requirements of the technique. The following questions were used for each technique, highlights of the answers provided can be found below the questions: Mobile Apps •Is the design of the app appealing? •Do you feel that the app is simple to use? •Does the app correctly fit the screen of the device? •Is the content useful? •Is the text used, easy to read?

Are the images used appropriate?

Are the photos used high resolution?

Do the graphics move smoothly when interacted with?

Primary research key findings • The app is simple but fun. • Branding on the app could have been more definitive. • There are no links to purchase products from Riverford. Pay Per Click Advertising •

Do you feel it is located in an eye catching place?

Do you feel the meta description is accurate and reflective of the search?

Is the text readable?

Is the link redirecting you to the correct page?

Do you feel more inclined to click on the link because it is promoted?

Primary research key findings • Riverford’s Pay Per Click advertising has the better positioning. • However it is placed on a SERP that has the same link high on the organic listings. • Abel & Cole’s PPC link is more accurate and redirects the user deeper into the website • It is also the only Abel & Ford link on the first SERP.

Primary Research

Viral Marketing • Is the video easy to view? • Is the video beneficial to company it is about? • Are the images high resolution? • Do the graphics run smoothly? • Doe the people represent the brand values of the company? • Does the video make you want to share it with your friends?

Primary research key findings • Tesco’s viral marketing was country specific. • Tesco’s marketing video can only be found on Vimeo. • Out of the two videos, Tesco’s is in HD. • Aldi’s marketing video has gone viral on Youtube. Online PR •Do you feel the website reporting the story is reputable? •Do you feel that the story is engaging? •Is the font in the article readable? •Are the images used, appropriate? •Do any photos help add value to the story? •Do you feel that adding quotes to the story helps increase human interest? •Are the anchor text/links relevant?

•Do you understand why the story has been written? Primary research key findings • In order to gain effective PR, the website that shares the publication needs to be reputable. • The publication needs to explain the full story, not just provide a link to the website. • Pictures on the PR piece need to be relevant. • Social shares should only be displayed if there are a lot of them. Mobile Website •Do the graphics work on your device? •Does the website display correctly on your device? •Is all the content you would like to see that is found on the desktop version, found on the mobile website? •Is the text size readable? •Are the images a suitable size for the screen? •Do any photos look low resolution? •Do motion graphics run smoothly? •Do all links work? •Does the website make you feel like you want to purchase/make an enquiry about a product?

Primary Research

Banner Ad • Are the graphics on the ad appropriate? • Was the ad placed in a convenient place? • Did you understand the purpose of the ad? • Was the text in the ad easy to read? • Did the imagery use reflect the brand values? • Was the photography appropriate? • Did the graphics run smoothly whilst watching the ad? • Did the ad have a call to action at the end of it? Primary research key findings • The positioning of the banner ad is vital in order for it to be effective. • Tesco's advert had a clear call to action on it. • Text needs to be clear and readable in the ads. • The ads were on appropriate Socialwebsites. Media • Is the content posted engaging? • Is the profile picture of the account relevant? • Are the photos uploaded, appropriate? • Are the embedded links in the content directing the user to the correct webpage?

Primary research key findings • All four companies have a presence on Twitter and use it to engage with customers and answer any questions they might have. • Content on Riverford’s Facebook page was the most engaging. • Ten Mile Menu’s profile picture should be the official brand logo. Email • Does the design reflect the brand image? •Are there pop up blockers preventing the full email being seen? •Is the content what was advertised when signing up to the newsletter? •Is the text easy to read? Does it reflect the brand image? •Is the company logo suitably placed? •Are the photographs high resolution? •Are the links or anchor text directing you to a relevant webpage? •Does the sales promotion entice you to purchase a product? Primary research key findings • The other three companies would benefit from more effective email marketing. • There is good branding on all of the Ten Mile Menu emails. • Each email displayed correctly. • There is a clear call to action on each email.

Website Design

The overall goal of the iEatDigital website is to provide visitors with enough information about iEatDigital’s services and turn that interest into an investment. Ultimately, iEatDigital has a brand and relationship building website. The website was built on the premise of the 4 S’s: Serve, Speak, Sizzle and Sell. The website will Serve visitors by creating a good user experience that would entice them to use iEatDigital’s services. This will be done by ensuring that the website provides full information about the business and its services and by ensuring that it is updated frequently. The website not only wants to Speak to visitors but iEatDigital also want visitors to speak to them. This will be done by attracting guest bloggers to write on the iEatDigital blog and also encouraging readers of the blog to comment and start discussions with other readers. This ‘community’ would help increase both traffic and interaction rates. The website is the first of its kind, therefore it will Sizzle. It provides local produce businesses with two opportunities, the first to enquire about iEatDigital’s services and the second, to allow them to find out information that they did not know about from the blog.

Finally, the website will look to Sell, this will be done by offering advertising space to businesses, to promote their company on the iEatDigital website. Long term the website will also be used to sell tickets to iEatDigital events. The objectives of the design of the iEatDigital website is to ensure that the following three factors are met: customer acquisition, customer retention and customer expansion. iEatDigital will ensure that these factors are met through the following key variables: high quality content, ease of use, quick to download and updated frequently. The website will be full of high quality content for customers to read, it will help them gain an insight into who is part of the company and also what the company can do for their local produce business. To ensure that the quality of the content is met, the website will use the 6 C’s of online value proposition. The website will provide enough content for local businesses to help ease them through the purchasing process. The service, terms and conditions and aims and mission pages will all help the visitor feel rest assured that the agency can help their business.

Website Design

The banner ads found on the website will be localised. This means that each visitors experience will be different as the banner ad that is displayed will be based on the cookies found on that visitors computer. This helps ensure the content is customisable and also relevant to the visitor. As mentioned before, the website is looking to build a community and therefore have user generated content on the site. This will be seen on the blog pages but also in the case study pages. iEatDigital will ask clients to provide testimonials about the work that iEatDigital conducted. This will benefit iEatDigital as 70% of consumers say that they trust online consumer reviews (Shirgwin, 2013). The iEatDigital website will also be responsive, ensuring that it is convenient for visitors to look at. A responsive website allows consumers visiting via all platforms to be able to read and clearly understand the content on the website. The choice of services that iEatDigital offer was based on CW2’s research and findings from the food industry. These are the digital marketing services that the team felt produced the best ROI for clients in the food industry.

Finally, the website acts as a cost reduction method for local businesses. This is because it is offering the visitors a high quality service that is likely to increase more traffic to the clients website than if the client attempted to do it themselves. Therefore reducing the time the client spends on digital marketing and increases the time the client spends selling their products. iEatDigital will also ensure that the website is easy to use and easy to navigate around. The navigational structure of the website is broad and shallow, this results in visitors being able to access the page that they want in three clicks or less from the homepage. This helps create a good user experience and also reduces the risk of the visitor ‘getting lost on the website’. iEatDigital’s website will incorporate four types of navigation into the website: site structure, functional, dynamic and direct. Site structure navigation will be incorporated by ensuring that there is a preset masthead found on each of the websites pages. This will benefit the visitor and ensure good navigation as it allows them to access any other page quick and directly.

Website Design

Of the user navigating the site. The search bar will also save previous searches so the user can quickly access their saved searches. Dynamic navigation will be created by adding shortcut links into certain pages. The choice of services that iEatDigital offer was based on CW2’s research and findings from the food industry. These are the digital marketing services that the team felt produced the best ROI for clients in the food industry.

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Breadcrumbs will be found on each page of the website, this will help aid functional navigation.

By creating shortcuts to other relevant pages, it will help reduce the amount of clicks the user has to make to reach that page, thus easing the use of the website. Instead of three clicks, the user would only have to make two.

This functional navigation technique will help guide the visitor through the website by telling them what steps that they have taken already to get to the current page. Breadcrumbs also provide a quick link to take the visitor back to the previous page.

The aesthetics of the website will also help the ease of use of

Dynamic navigation will be ensured by the search bar found on the homepage. The search bar will allow the user to quickly type a keyword that they are looking for on the website to help speed up the process

Website Design

The business logo is found at the top of each page, this will help new visitors recognise the brand easily. The same template masthead layout is used too, to help aid navigation throughout the website. The colour scheme of blue, white and black, which is found in the company logo is used as the colour scheme throughout the website and marketing activities. This will benefit the visitor as if they are redirected via a marketing communication, as they will easily recognise the branding of iEatDigital. iEatDigital has also ensured that the text on the website is in a readable font and colour. The text on the website is black and is placed on a white background, ensuring that it does not strain the visitors eyes. This is good for iEatDigital as websites with too many bright colours and contrasts are hard for the visitor to read and ultimately makes them leave the site (Beqrious, 2013). The text is also Open Sans, which is a universal text that will display on all browsers.

The ads that would be displayed on the homepage are not obstructive. They do not cover any content and would be relevant to the visitor. The usability of the website will aid customer orientation and also help customer retention. Each page has a clear path that the visitor can use to find out information about iEatDigital.

Gft This will benefit iEatDigital as the About Us page is one of the most visited pages on a businesses website (Haden, 2011). Being able to access the About Us page quickly, will speed up the process of whether the visitor likes what the company does and potentially turn this awareness into a sale. The URL’s on iEatDigital’s website have been created so that they are as relevant and concise as possible. This is to help the visitor understand what page they are on and also help the SEO of the website.

Website Design

By using URL’s that are rich in keywords and short, search engines will give them more authority. By raising the authority of the page, it will help that page rank higher when relevant keywords are searched for.

It is important to ensure that the website is frequently updated to help provide the visitor with as up-to-date information about the services iEatDigital offer as possible. The more information that is provided, the more likely the visitor will turn into a customer.

Both links and anchor text on iEatDigital’s website are easy to identify. Anchor text is consistently highlighted in blue to notify the visitor that it is a redirect and links provided with messages to ‘click here’, to also help the visitor.

The blog will also have a structured approach, there will be at least one new blog post each week. This might be from the administrator or a guest blogger but regardless, the topic will still be of interest to the visitor and again could create a new customer.

Using anchor text and links are a good way of enticing the visitor to go further into the website. Not only would this help reduce bounce rates but it could also lead to customer acquisition, as the links provide them with further information about iEatDigital’s services.

The website has also been optimised to ensure that it loads in a suitable time. On average it takes the website 2.56 seconds to load, this is 59% faster than most other websites (Pingdom, 2014). The administrator ensured the loading time was reduced by using very little flash elements and small picture files.

The administrator of the website will look to update it frequently. The website will be updated when either a new employee, service or client is gained. There will be added pages to accommodate this new content and any updates will appear in other marketing communications.

Loading times for a website is very important, 40% of visitors will leave the website if it takes longer than three seconds to load (Work, 2011). This would result in a higher bounce rate and fewer sale enquiries.

Search Engine Marketing iEatDigital will look to rank organically for keywords related to ‘Digital marketing’ and ‘local produce’. This campaign will be conducted by the use of both on-page and off-page search engine optimisation.

By gaining backlinks, it will help increase iEatDigital’s domain authority and page authority, thus increasing the websites chances of ranking high for the desired keywords on SERP’s.

The keyword campaign will include the following keywords:

This approach will take time and might be harder to rank for keywords that have high competition. For example, keywords such as “local search engine optimisation” and “local business solutions” have high competition (Google Adwords, 2014), however the keywords search volume is 2,680 per month, therefore it would be beneficial for iEatDigital as it could drive a lot of targeted traffic to the website if it ranked high enough.

• • • • • • • • • •

local digital marketing local mobile marketing local search engine optimisation local business solutions local web marketing local Internet marketing services local produce digital marketing agency local produce digital marketing local produce online pr local produce email marketing

Building backlinks to iEatDigital’s website would be the most effective form of offpage SEO. To do this campaign, iEatDigital would start by conducting advanced Google searches such as “local produce” + inurl:links, by doing this, the team would be able to scrape the top 100 websites and check the relevance of each one. After domain authorities and relevancy checks had been conducted, the team would be able to build an effective distribution list. A personalised outreach with a persuasive explanation to each website would give iEatDigital a better chance of gaining a backlink from the website.

However with keywords such as “local digital marketing” and “local mobile marketing”, it would be easier to rank higher for as the competition is only ‘medium’ (Google Adwords, 2014). The monthly search volume is only 320 however, which means it would drive less traffic towards the website. The on-page SEO will continue to optimise the website for local produce keywords. This will be performed by optimising the meta tags and meta keywords of the website. The meta description for iEatDigital’s website is:

Search Engine Marketing ‘iEatDigital is the UK's first local produce digital marketing agency, which specialises in digital marketing communications for local produce businesses.’

The iEatDigital blog will also be optimised for on-page SEO. Blog topics will be based around relevant keywords that the website would benefit ranking high from.

This is a good for optimisation as it provides the search engine user with a detailed description of the website. The meta description has been kept below 160 characters too, which means that the search engine will not cut off any of the description. This is beneficial as it allows iEatDigital to not only provide a description of the website but also add the keywords related to the site.

Topics that will be posted onto the blog include:

The meta keywords for the site match the keywords that iEatDigital want to rank for:

These topics have been chosen due to previous keyword research analysing that this group of keywords had high monthly search volumes yet between low and medium competition. Making them keywords that would be easier to rank for. Full keyword analysis can be found in the appendices.

‘local produce, local produce digital marketing agency, local produce digital marketing, local digital marketing, local search engine optimisation, local Internet marketing services, local produce online pr, local social media’ Although Google algorithms in recent years have reduced the authority of keywords, they still hold some credibility. Therefore relevant keywords that are placed inside content on the website will help iEatDigital rank high.

• • • • • • •

Seasonal produce Love local food Making local food work Organic products Local farmers What is seasonal food? Organic farming

iEatDigital's website will also have a Google Analytics code embedded into it. By using analytics, the administrator of the website can recognise how the visitor got redirected and their behaviour whilst on the website. Only 28% of websites actually have analytics codes embedded in them (Sullivan, 2009). This puts iEatDigital at an

Search Engine Marketing Advantage as the administrator will be able to evaluate the content being produced on both the blog and website to see what is driving the most traffic, this data can then help gain insight into which keyword campaigns helped drive traffic and which didn’t.

Their website for ‘local produce’ keyword density too. Gaining a number 1 rank on that SERP could also help drive more traffic to the website. Riverford Similar to Abel & Cole, Riverford have over ten number 1 positions on SERP’s. Most of the keyword searches include the terms ‘organic vegetable boxes’ and ‘riverford’. The term ‘organic fruit and veg boxes’ get an average monthly search volume of 1,000 searches. It is not surprising that Riverford rank number 1 for this search, as it was previously mentioned that they are one of the largest vegetable box providers and their biggest selling product is the vegetable box. Like Abel & Cole, Riverford should consider optimising their website for ‘local produce’ searches too, to help drive more traffic. Also, Riverford might want to consider the amount of PPC adverts they have and focus on SEO more. Riverford have 253 PPC ads on Google, which is likely to be costing them a lot of money. It is also interesting to note that 86% of users trust organic searches more than paid for adverts (SEO Sandwich Blog, 2012).

Data Collection

iEatDigital will use a variety of forms to collect data from visitors. The main source of data capturing will be from the contact form found on the Contact Us page.

Similar contact forms can be found on each of the service pages. However instead of being generic forms, these are forms that are relevant to the specific service page it is on.

G This form requires the user to fill out all of the fields. These fields will include their full name, business, email and question. Not only will this technique of data capture let iEatDigital know who their true audience is but it shows that the audience is engaged enough with the content to enquire about it. Therefore by the user providing their email address, iEatDigital should store this on a database and distribute relevant content such as promotions and news based around the enquiry that they asked about. This could help gain investments as iEatDigital already know that the visitor is interested in a particular service.

Not only would this help provide visitor information but it would also give iEatDigital insight into what visitors preferences and opinions are regarding the services being offered. iEatDigital will be able to calculate which contact forms are accumulating the most engagement and then use this data to work out whether visitors are interested in using the service or not. A business decision could then be made to decide whether the service should continue or be modified.

Data Collection

The iEatDigital blog will also have a subscribe button, which will allow readers to be on an emailing list, which will ensure that they receive an email every time a post is made and also a monthly newsletter.

This form of data capturing can help show engagement with the topics being discussed in the blog. Analytics could determine the success of the blog post by the amount of redirects the email distribution created. Therefore if the topic is read and engaged with, iEatDigital could write more posts similar to the successful one. Thus improving engagement of the blog and potentially creating more leads for iEatDigital.

The website. The pop up questions whether the user can afford to miss up a chance of using iEatDigital’s services, to try and encourage them to sign up to receive more information.

The final form of data capturing will be an ‘exit pop up’ that will appear when the visitor leaves the website. This is a controversial data capturing method to use however a webpage with a pop up on, usually has a higher conversion rate than one that does not (Carpenter, 2014).

The database that the information is stored on will be a marketing information system. The database will be operated using real time analytics meaning that the information can be accessed at any time.

The form acts as one last chance to gain an investment from the user before they leave

The pop up simply asks for the name and email of the visitor, however this information can still be stored on the database and used to promote iEatDigital’s services.

The database will be monitored using real time to ensure that if the forms are used to complain or compliment about iEatDigital, then it allows the administrator

Data Collection

To amend the situation as quickly as possible. This would help build the relationship between the consumer and website. These prospects could also be used for market research purposes too. iEatDigital could distribute questionnaires about the consumers experience on iEatDigital’s website and use this insight to help improve the website (Kalb, 2013).

Online PR

Online Public Relations is used to help build visibility for a website’s press publications including press releases and news releases (PR Newswire, 2014). Primary research key findings • In order to gain effective PR, the website that shares the publication needs to be reputable. • The publication needs to explain the full story, not just provide a link to the website. • Pictures on the PR piece need to be relevant. • Social shares should only be displayed if there are a lot of them. Able & Cole The PR publication that was chosen for Able & Cole was a blog post that was found on “Phase Eight Blog”. The post was to created to promote Abel & Cole’s upcoming competition. The reason why Phase Eight covered the story is because they are the partners of Abel & Cole for the competition. In terms of site metrics, the website is fairly reputable. It has a domain authority of 47/100 (Open Site Explorer, 2014), which means that it has a good chance of ranking high on SERP’s. This is good for Abel & Cole as a redirecting link to the Abel & Cole website will also benefit their ranking too. Although the website might be reputable

There is still flaws with the blog post. The outbound link to Abel & Cole’s website only redirects the user to the homepage of their website. It would be better if the link redirected the user to a landing page more appropriate to the competition. Not only would it help the user navigate to their preferred destination but it would also been seen better by search engines. The blog post also lacks basic information that the reader would need. It addresses, who, what, where but fails to explain when. In this case the reader would need to know when “British Food Fortnight” is. This is essential as if readers are unaware when the event is, they might try to apply after the competition has finished. Therefore redirected traffic to the Able & Cole website is likely to bounce and have a negative effect on the website. Phase Eight should also consider adding an author to the blog post and not just state that the website created it. By adding an author to the post, readers might be more inclined to be engaged with the story. If the reader enjoys the journalist's work then it is likely that they will find the content more reputable. This will benefit Abel & Cole as it could help drive more traffic to their website.

Online PR

The trust that the public has in the media is increasing, 37% of the public now say that they trust journalists (Full Fact, 2012), therefore again, it would be beneficial to add an authors name, to help the reputability of the story.

Finally, the picture found on the blog post is good as it helps provide more basic information. It also provides more detailed information about what the prize actually is for the competition. The picture also acts as a link to another page about the competition. It would be expected that the link would redirect the user to the Abel & Cole website, as the picture has the Abel & Cole branding on it, however it acts as an internal link that redirects the user to a page that cannot be found. Therefore “Phase Eight” might want to consider fixing the broken link and potentially redirecting the user to a landing page on the Abel & Cole website, to help drive traffic.

Riverford Riverford use online PR to as well promote their competition. The website that published a press release on the competition was “Yeo Valley’. Yeo Valley is a well known brand in the food industry and the reason why they covered the story is because Yeo Valley are an affiliate of Riverford. Considering the popularity of the brand and the market share it holds, Yeo Valley’s website has lower metric scores than “Phase Eight Blog”. Compared to Phase Eight’s Blog that has a domain authority of 47, Yeo Valley only has a domain authority of 33 (Open Site Explorer, 2014). This means that the trustworthiness of the Yeo Valley website is not as high, however a website with a domain authority of 25 or higher is still considered quite trustworthy by search engines. Therefore the link to Abel & Cole’s website will still benefit their SERP ranking and is still likely to drive traffic. The blog post that Yeo Valley has on it’s website is very detailed. However, the post does not follow the traditional public relations content structure, which means that the reader might not read all the details that they need. The first paragraph

Online PR

should clearly highlight the who, what, where and when of the blog post. In the Yeo Valley post clarifies these elements nearer the middle of the content, which makes it not as eye catching.

The links font colour is purple whereas the rest of the text in the content is black. This helps catch the attention of the reader and helps them understand that it is a hyperlink.

Engaging the reader quicker is more likely to convert their interest into a click through, thus increasing traffic to the website.

Universally, a hyperlink is usually highlighted blue, however in this case the link was highlighted in correspondence with the brand colours of the website, thus it was highlighted purple.

There are four links embedded into the blog post that redirect the reader to the Riverford website. Two of them redirect the user to the homepage and two of them redirect them to landing pages for the competition. The links placed in the post are good for building traffic to the website as they redirect the user to an appropriate page on the website, therefore they will be able to find more information about it and ultimately might be more inclined to enter the competition. Redirecting users to these landing pages are also more likely to reduce bounce rates and increase traffic.

The links in the post are also emphasised as they are highlighted in a different colour.

There are also two other links in the blog post that redirect the user to other affiliated websites. This might drive traffic away from Riverford’s website however in order for the reader to gain the full amount of information on the competition then they will need to click on all the links.

The picture found on the blog post is relevant as it adds some context to the competition. Currently it is static but could benefit Riverford if Yeo Valley attached a link to it.

Online PR

However this would total the number of links redirecting the reader to the Riverford website to five. This might discourage the user to click on them as they might feel the blog post had been paid for by Riverford. The Yeo Valley website has a plug-in installed, which counts the number of social media shares that each blog post generates. This is a good tool to have as it encourages social media sharing, which could enlarge the target audience of the post however, displaying the share tallies can also have a negative effect.

If a share tally has not generated any interaction throughout social media then it can imply that the content is not very engaging. It could also imply that the content is not being targeted at the correct audience being on the Yeo Valley website. Therefore if Riverford wanted to maximise their potential traffic building they should focus on websites that their target audience would visit. Ten Mile Menu Ten Mile Menu’s chosen piece of online PR was a news article, which highlighted the

Success of the business so far. The article was written by ‘The Bucks Free Press’, this is because Ten Mile Menu are a new business start up based in Buckinghamshire. Compared to the websites that both Abel & Cole and Riverford have PR content on, The Bucks Free Press is the most trustworthy with search engines. It has a domain authority of 52/100 (Open Site Explorer, 2014). However this is the first piece of PR content that has not got a back link to the original website in it. The article mentions Ten Mile Menu but has not attached any links to the text. This could be because the newspaper does not want to be affiliated with the website. This means that Ten Mile Menu would need to self promote this news article in order to help gain traffic to their website. This could be done via social media or email. However it should be noted that the Bucks Free Press Website is likely to attract Ten Mile Menu’s target audience anyway, this is because Ten Mile Menu only operates throughout Bucks and Bucks Free Press provides local news therefore this increases the visibility of the article.

Online PR

The article also gives a pretty good insight into what services/products Ten Mile Menu provide. It describes a day in the life of Ten Mile Menu, it’s most popular products and also the fact that it has won an award. This amount of detail is likely to attract consumers that are interested in local produce and might entice them into finding out more by visiting the Ten Mile Menu website, thus building more traffic. The Bucks Free Press is also the first website to list an author of the Public Relations content.

However in order to help the audience engage and understand what the business does, there should have been more pictures added. Extra pictures of some of Ten Mile Menu’s products or the process of their business model might have enticed the reader more to want to use their service and ultimately visit their website.

The author of this particular article is the business editor of the newspaper. This is beneficial for Ten Mile Menu as readers of the Bucks Free Press are likely to recognise the authors reporting skills and this is likely to make the article more reliable and engaging for the reader. The picture used in the news article is good as it acts as an introduction to the business for new consumers. It provides the reader with instant branding as the recognisable green automobile that can be found in their logo is in the background of the image.

Welsh Food Box The final piece of PR content to be analysed is Welsh Food Box’s. The selected piece of content is a review of the ten best vegetable boxes available in the UK. The review features Welsh Food Box as one of the best vegetable box providers. The review was conducted by the newspaper “The Independent”. The Independent is one of the best selling newspapers in the UK, it is the tenth most

Online PR

Popular newspaper distributed in the UK. It has a circulation of 532,000 (Media UK, 2011). This makes The Independent one of the most authoritative newspapers available. The Independent website also reflects this popularity. On 16th March 2014, the website received almost 650,000 unique visits (Quantcast, 2014).

This number of people is good for Welsh Food Box as it helps raise the visibility of the vegetable box review. Although there might be 650,000 visitors from the UK visiting The Independent website, not all of these visitors will be the target audience for Welsh Food Box. Due to the nature of the local produce industry, Welsh Food Box only target consumers in the Cardiff area. Taking this into account, only 36,987 visitors to the website are from Cardiff. This is still a lot of Welsh Food Box’s target audience visiting the website, however due to the size of the website, there is a chance they did not read the article.

Therefore in order to help maximise the traffic being built to the Welsh Food Box website, local newspapers need to pick up on the review posted by the Independent. That way Welsh Food Box’s target audience will be reached and this is likely to drive traffic to the website. The Independent website has provided a back link to the Welsh Food Box website, which is highly beneficial. The independent website has a domain authority of 92/100 (Open Site Explorer, 2014), making it one of the most trustworthy websites. The back link on the review redirects the user to the home page of the Welsh Food Box website. This is good however a more appropriate section of the website that the user could be redirected to is the shop section. This is to help speed up the process of picking the vegetable box that The Independent recommended and proceeding to the checkout. The description of the vegetable box is also very basic. It only briefly mentions the price of the product and a broad overview of what is in it. If the review mentioned what was good about the box or more specific products that could be found inside it, then this could help increase traffic to the website. A recommendation of the product from The

Online PR

Independent is likely to be seen as trustworthy and therefore likely to entice consumers to find out more on the website.

The image used for the review is good as it has been taken from the Welsh Food Box website. It helps indentify what kind of products can be found in the vegetable box that they sell. However due to the buying nature of the product, it can be modified to the consumers requirements/tastes, therefore this picture would benefit from a description in the review that lists some alternative product that can be put into the vegetable boxes. Although it is good that Welsh Food Box has been listed as one of the ten best vegetable box suppliers in the UK, the fact that there are nine other links to choose from cannot be ignored.

With this much competition it is likely that consumers are going to click on the local producer that they feel has the best vegetable box or is the most convenient website to choose from. As previously mentioned, the website visitors from Cardiff are quite small in comparison. Therefore this could hinder the amount of redirects that the Welsh Food Box website receives.

The Welsh Food Box product is also only ranked sixth out of ten, meaning that there are (according to The Independent) five better products to choose from. This means that consumers again, might only browse the top three products and make their decision from them.

One way that Welsh Food company could combat this is by highlighting their ranking in the list on their Twitter feed. If they mentioned that they were accredited with having one of the best vegetable boxes in the UK, this might help not only take the focus away from the top five products but also help drive traffic to their website.

Mobile Optimisation A survey of 500 small-medium enterprises found that 91% of the businesses do not own a responsive website. This is a shocking statistic, considering that 50% of traffic now comes from a mobile source (Growth Business, 2014). iEatDigital’s website has been created to be a responsive website. This is beneficial as modern day has allowed users to access websites via many different technology options.

It is important to ensure that the iEatDigital website is viewable on mobile platforms as mobile platforms have a 40% bounce rate, it has then been researched that 61% of these people that have bad experiences with inaccessible websites, do not return (Briggs, 2012). This is not good for a start up business like iEatDigital as the first two years will be about raising brand awareness and customer acquisition.

On average it takes seven seconds for a mobile website to load, however this is too long. For a website to build more traffic, it needs to load within 1-3 seconds (Hockenson, 2013). As previously mentioned, iEatDigital’s website loads in 2.56 seconds, this loading speed will help retain visitors and can help improve investment chances. However due to mobile signal strength being unstable in the UK, these loading times might fluctuate. Until the end of 2015, there will only be limited areas in the UK that mobile users can receive 4G signal strength (Miller, 2013). Therefore users might have bad experiences on the iEatDigital website until that time, which means iEatDigital might want to reduce the amount of content found on the mobile website, to help improve loading times. Although, with this being said, after 2015 and 4G networks are fully unveiled, iEatDigital should consider adding more interactive elements to the mobile website such as videos and flash to improve the consumer experience.

Social Media

Over 87% of companies worldwide now have a presence on Facebook and Twitter and 80% of small-medium enterprises plan to expand their social media use over the next year (Ball, 2013).

This is an effective method to use of social media as pictures are 128% more likely to get retweeted than videos. Funny pictures are also 63% more likely to be retweeted (Patel, 2014).

Primary research key findings • All four companies have a presence on Twitter and use it to engage with customers and answer any questions they might have. • Content on Riverford’s Facebook page was the most engaging. • Ten Mile Menu’s profile picture should be the official brand logo.

If Riverford wanted to expand on this method to help increase traffic to it’s website, they should consider embedding URL links into the picture tweets also.

Riverford Riverford’s Twitter account is primarily used to interact with its consumers. One way that the company interacts with its consumers is by humour. The account uploads funny pictures and meme’s to start conversations.

Riverford also has an effective Facebook page too. It is the only local produce company that promotes its charity work. Riverford has teamed up with ‘Send a Cow’, a charity that works with poverty hit countries. Riverford use their page to keep subscribers up-to-date with how they are working with the charity. 90% of companies felt that their partnership with charities helped meet certain business objectives. Their charity work not only helped widen the companies knowledge of social crisis's but also helps raise the companies reputation (Young-Powell, 2012). Therefore it is likely that Riverford is using their Facebook page to help enhance the reputation of the company, which is beneficial as it would help enhance their ‘ethical service’ image.

Social Media Abel & Cole Like the other companies, Abel & Cole use their Twitter account to engage with their customers. They answer most queries that customers have and they also retweet some of the comments that customers make.

This is a smart tactic to use as uploaded photos account for 93% of the most engaging pieces of content on Twitter. They get 53% more likes and 103% more comments then text statuses (Cooper, 2013).

Engaging with consumers on Twitter is key when trying to build relationships and also when attracting new ones. It is surprising to discover that only 44% of active business Twitter accounts respond to consumers questions in 24 hours. 39% of companies do not even bother tracking any of their social media responses (Ball, 2012). Creating content that consumers want to engage with can help build traffic to the companies website because if more consumers engage and follow the Twitter account, the more likely they are to redirect to the companies website. 80% of Twitter users expect a response queries within 24 hours therefore to help improve Abel & Cole’s customer relations they should look to respond to all of their queries not just a select few. This might have to result in setting up sentiment analysers so the account has more chance of responding to all types of responses. Abel & Cole are the only company that continues to encourage consumer interaction. They tend to post photos on their timeline with a question attached to them.

Embedding links into the picture statuses would be the next for Abel & Cole to take. This is because pictures get 82% more click through rates then text based links. Therefore this would be a good way of building traffic to the Abel & Cole website. Ten Mile Menu Ten Mile Menu has a presence on both Facebook and Twitter. One of the main tactics Ten Mile Menu use on Twitter is retweeting positive customer reviews. This is a good tactic to use as 46% of online users make purchasing decisions based on previous customer reviews found on social media sites (Ball, 2012). Therefore if Ten Mile Menu continue to enhance the visibility of consumer

Social Media

kely to draw traffic to the Menu website. Reviews, they are Ten moreMile likely to build traffic to their website and ultimately generate more sales. he customer is buying, is the best in the industry (Entrepreneur, 2010). Therefore they are likely to continue sho A recommendation that Ten Mile Menu could consider to help improve their Twitter is not the company is similar it does notbut correspond to the found on the website. Ten Mil presence is tologo. not Itjust retweethowever customer reviews to also build onlogo the conversation. They should look to make a response within five minutes of the post being made. They should also ensure that they provide a precise response that is personalised. By doing this, not only would it help gain valuable customer research but it would also encourage other customers to engage in conversation with the company too. Ten Mile Menu have recently used their Facebook page to promote the industry awards that they have won. They have uploaded pictures of their award, create a banner highlighting the win at the top of the page. Promoting their industry award is a good marketing tool to use as it helps increase customers perception of the company. It has been researched that industry awards help gain new customers. Winning an award shows that the company is high quality and better than it’s competitors.

Social Media

get audience as a discount might entice consumers with less disposable income.

ve a Facebook account. efore consistent branding will be needed in order to maximise recognition of the brand. This is especially impor

kheir is the most used and visited site on the website or change their website logo.Internet (Richards-Kunel, 2013). Therefore WFB are not promoting the

ation. If WFB create effective content on their Facebook page and users share it amongst their friends list, it is l pons via a third party website to spend on their website. expand their social media use too. 5 million pictures are uploaded everyday to Instagram (Richard-Kunel, 2013 n, 2013). This means there must be a demand from consumers for discounted food products. Providing a disco

Email Marketing

iEatDigital will be using email marketing to drive traffic to the website. Emails will be sent out to subscribers that sign up for the monthly newsletters and email alerts. Emails will feature content such as: • New clients • New employees • New services • Sales promotions • Event promotions • Blog updates It has been researched that email marketing is 40 times more effective than social media, this is due to consumers who click on subscribed emails are three times more likely to invest in a product or service (Knibbs, 2014). Therefore iEatDigital will be using email marketing as a traffic building tool to the website, which will hopefully increase service enquiries. On average, 64% of recipients that sign up to emails, open them based on the relevance of the subject line (Nelson, 2013).

iEatDigital will ensure that the subject lines are short and appropriate for each of their campaigns to help maximise the click through rates of the emails.

Emails with shorter subject lines receive a 58% higher open rate (Nelson, 2013). This is because consumers are able to recognise if the email being distributed is relevant to them or not. Therefore iEatDigital will ensure that the subject lines of the email marketing is concise and able to be viewed fully without clicking on the website. iEatDigital will also be personalising each of the subject lines for the campaigns, as they are 22% more likely to be opened (Nelson, 2013).

iEatDigital will use a personalising algorithm that will add each individuals name to the email being distributed to them. This will not only help the click through rates but also help reduce the spam score of the email.

Each email campaign will also be set up to record the click-through rates and analytics. This will help provide iEatDigital with insight into what campaigns worked and how they affected the users behaviour.

Email Marketing

iEatDigital from breaking any copyright laws. Thus protecting the brand and its image.

The branding of iEatDigital’s emails will replicate the branding found on the website. Each email will use the same template and will use the same banner found on the homepage of the website. The colour scheme will use the blue, white and black found in the brand logo, to again help brand consistency.

Before the campaigns would go live, iEatDigital would ensure that the emails displayed correctly on the platform used to view them. 31% of emails are opened using a desktop (Bleecher, 2013) therefore iEatDigital would need to ensure that the emails displayed on both Internet and desktop based accounts. A mock test was conducted and found that the emails displayed correctly on both Gmail and Yahoo Internet accounts (Get Response, 2014).

The continuous branding found on iEatDigital’s email marketing makes it recognisable for subscribers. It is important to brand emails as 84% of email traffic sent out annually is spam (Nelson, 2013), therefore to ensure iEatDigital’s emails pass spam checkers and reach the consumer, the agency will ensure the emails are branded efficiently. The pictures used in the emails are stock pictures, this was decided to help prevent

The mock test also found that the emails opened correctly on Microsoft Outlook desktop accounts.

Email Marketing

To ensure that desktop users can view the email correctly, iEatDigital offer the option to open the email using an Internet browser.

It is important to ensure that email marketing campaigns have been optimised for mobile viewing as 51% of all email openings are conducted via a mobile device (Beechler, 2013). Another mock test was conducted but this time for mobile viewing. The results found that the emails displayed correctly on both iPads and iPhones.

The message appears at the top of the email so it is the first element readers see. This will benefit iEatDigital as even if the email does not load, the reader still might want to see it using the browser, thus reducing the bounce rates. iEatDigital also provide a social media call to action in their emails. They provide the option for subscribers to share the content in the email via several social media networks.

This will benefit iEatDigital in terms of click through rates and also conversion rates to the website as social media call to actions help increase click-through-rates by 158% (Nelson, 2013).

39% of marketers do not have a strategy for a mobile email (Nelson, 2013), this puts iEatDigital at an advantage as consumers are less likely to read emails that aren’t suitable to the screen it is being opened

iEatDigital will be sending monthly newsletters on the first Monday of every month. This is because a recent study found that the Monday was the most successful day of the week for email marketing (Nelson, 2013). Emails sent out Monday’s generate the most revenue thus it would benefit iEatDigital.

Email Marketing

A recent study found that the Monday was the most successful day of the week for email marketing (Nelson, 2013). Sending out emails on Monday generate the most revenue, meaning that subscribers are more engaged with the content and have a higher click through rate percentage, thus driving more traffic to the companies website.

iEatDigital will send out emails during 9am and 10am. This is a good time to send them out as most businesses would be getting into the office at this time and checking their emails (Charlton, 2011). Businesses are likely to have meetings during this hour too so if they received an email from iEatDigital, it could spark conversation.

Banner Ads

This is an example banner ad that iEatDigital will use in banner ad campaigns. The banner ad would start automatically after the user has either rolled their mouse over it or viewing the part of the page that the ad is on.

The final slide of the banner ad acts as a redirect and if the user clicks on it, they will be redirected to the iEatDigital website. The ad uses the iEatDigital branding to help increase recognition of the brand. The ad also uses stock images to help prevent copyright issues.

Banner Ads

Banner ads are found on targeted websites that promote a certain product or service to help drive traffic to that products website. The first banner ad in 1994 generated a 25% click through rate however banner ads in 2013 only gained click through rates of 0.1% (Chaffey, 2013). Therefore iEatDigital will only spend a small amount of marketing budget on banner ads. A reason for why banner ads had a lack of click through rates is due to them being static, which reduced the amount of views it got. However, banner ads have evolved from static displays to ads that prompt the user to rollover it. The rollover would then display a moving animation or video. Rollover ads can also be measured by ‘interaction rate’. Rollover ads on average get ten times more click through rates then static ads (Chaffey, 2013). Therefore iEatDigital’s banner ad will be an interactive rollover banner ad, which will encourage viewers to click the banner to be redirected to the website. On average, a banner ad is viewed 2.7 times during a session on a website (Gardner, 2013).

Therefore iEatDigital’s banner ad will be placed at the top of each website that it is on. The size of the banner ad is a ‘square pop up’, on average this type of banner ad creates a 0.16% click through rate, therefore in order for it to be effective, the ad will need to have a large amount of impressions.

The type of websites that the banner ad will appear on will be localised websites that are close to individual local produce websites. These websites will include local newspapers, suppliers and other businesses. For example, if iEatDigital wanted to generate more business from local produce companies in Buckinghamshire, iEatDigital would be able to place the banner ad on local newspapers websites. One online newspaper could be ‘Bucks Free Press’. This is a targeted website as the majority of visitors are likely to be from Buckinghamshire and the most common location for viewers to visit the site from is at work (Alexa, 2014)

Banner Ads

Although with this being said, if the campaign is spread over more localised websites, then the click through rates will increase and could produce more clients for iEatDigital. Therefore this is beneficial for iEatDigital as potential local produce companies could see the ad during work hours and consider using iEatDigital’s services. Further research was conducted and found that Bucks Free Press would display the banner ad for a week and allow ten thousand impressions.

The total cost of the campaign would be ÂŁ93.96 (Bucks Free Press, 2014). However on average it takes 1000 impressions to get 1 click through (Chaffey, 2013), therefore the campaign could be a risk.

As previously mentioned, the branding of the banner ad is consistent, it uses the same branding as the website and other marketing communications. The iEatDigital logo is prominently placed in the ad and the colour scheme duplicates the header of the homepage. This is good for iEatDigital as consistent branding can help create brand retention (Schwartz, 2010) and therefore generate more sales.


in conclusion, there is a variant of effectiveness throughout the local produce companies and the traffic building techniques that they use. There are certainly improvements that could be made and they should consider using more.

Online PR Although it is good to receive an authoritative back link from a website with a high domain authority, if the PR content is not targeted at the correct target audience then it is not going to drive traffic to the website.

Search Engine Marketing Out of the two websites that had PPC accounts, Riverford was the more efficient. Abel & Cole might have had more ads set up, however the ones that were researched only redirected the user to the homepage of the website. This is likely to retract users from clicking on the ad as it does not necessarily answer the question that they typed into the search engine. Riverford offered ads that redirected the user to a more appropriate place on their website, making it more efficient and click friendly for the user.

This was proven by Riverford and their featured blog article on the Yeo Valley website. There were no social shares of the content, which could indicate that either the content was not engaging or was not relevant for the users of the website.

Neither Ten Mile Menu or Welsh Food Box had PPC accounts set up and this could be beneficial as it can be expensive bidding on certain Adwords. Also statistics show that not many users actually click on the ads. Therefore Ten Mile Menu and Welsh Food Box should consider improving their SEO efforts. Currently they do not have any top 2 rankings on SERP’s and this is something they should look to improve on to help build traffic to their website. However it would take effort and time to produce such results.

This was also shown by Welsh Food Box’s online PR on The Independent website. It was discovered that the website had a very high domain authority, making the website back link good but the actual content was not targeted at Welsh food Box’s audience. Only a small proportion of the visitors of the website were from Cardiff. This content would have been more efficient if it was found in a local newspaper in Cardiff. Ten Mile Menu found this from their online PR. They were featured in a local Bucks newspaper and because it was targeted to the correct audience, it gained more social shares. Mobile Optimisation Only one of the four websites actually had a mobile version to offer. Abel & Cole offer


A good mobile website that functions correctly and offers the same that the desktop version does. However due to some heavy graphics it does have quite a slow loading time, especially if the user does not have access to wifi. Nonetheless, due to increasing statistics of mobile vs. desktop internet use, it can be found that mobile internet browsing is likely to overtake desktop use. Therefore it is critical for the other three companies to create mobile sites for users on phones and tablets. A responsive mobile website would likely reduce bounce rates from mobiles but also increase traffic. The websites however would need to function correctly on the screen size it was being displayed on and would need to load in an acceptable time. Mobile Apps Riverford is the only company with a with a mobile app. It is good as it is easy to use and offers a service that is useful to the user. A very small amount of small businesses actually have mobile apps set up. This means that there could be an opportunity for the other three local produce companies to consider creating apps, however the main obstacle that each company would have to face is creating an app that consumers would use and also

Continue to use. Social Media It was good to see all of the websites having a presence on Twitter, they all used the social network to promote their products but also engage with their customers, which is likely to drive traffic to their websites. However Welsh Food Box did not have a Facebook page set up, which could be seen as a disadvantage. The most popular and also the most successful social network for small businesses to attract more traffic to their websites is Facebook, therefore Welsh Food Box should definitely consider this. All four website should also consider extended their social media use to other other platforms other than Facebook and Twitter. The industry that they are in relies on consumers seeing goods before they purchase them. Therefore it would make sense if they took advantage of Instagram and Pinterest to promote their products and also encourage consumers to upload their meals that feature local produce. Email Marketing After signing up to each email newsletter two months in advance, only one website actually distributed regular emails. The other three did not distribute a single one.


Ten Mile Menu distributed good emails that provided useful information on upcoming products and also featured many sales promotions. The branding of the emails also reflected the websites and all of the content displayed correctly.

Viral Marketing Again out of the four local produce companies none of them use viral marketing as a traffic building technique. This might be due to how difficult it is for a piece of content to go ‘viral’.

It is critical for the other three to either fix the problem with their email distribution or stop offering it. It would be beneficial though if they actually fixed the problem or perhaps announce when the emails are supposed to be distributed as it was found that a lot of traffic is redirected via emails.

Viral marketing (if successful) is likely to gain exposure for the brands and their websites, however because of the nature of viral marketing, there is a strong chance of the online users viewing the content not actually being the target audience for the local produce.

Banner Ads Out of the four local produce companies, none of them actually have banner ads set up. This could be beneficial as they are expensive and also do not receive many click through rates compared to other traffic building techniques. The banner ads would also have to be featured on relevant websites that their target audience would visit. These websites would also need to be local websites too.

Therefore viral marketing might drive traffic to the local produce websites however it might increase bounce rates as the actual products being offered do not appeal to the users.

If the local produce companies were to create banner ads then they would benefit from being on local newspaper websites, however it might be more beneficial the local produce companies instead focused on conduct online PR with the newspapers instead.


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