Improving online marketing communications for small service business: case Meal My Day Oy
Kujanpää, Nina (2016)
Kujanpää, Nina
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201604275222
https://urn.fi/URN:NBN:fi:amk-201604275222
Tiivistelmä
The subject of the thesis is improving online marketing communications for small service business, company called Meal My Day Oy, that is operating online only. Company is rather new, started in June 2015. The purpose of the study is to help Meal My Day Oy to develop their marketing communications in order to gain more customers and thus increase their revenue. Objective is to discover ways to do this and give ideas for the first steps. The suggestions made are kept simple and when it comes to marketing in the Internet, it is not even advisable to make stiff plans. Online marketing is in constant change and new channels and ways to communicate are constantly arising. Therefore the focus is on basics, foundation where to build on.
I have concidered social media marketing, search engine marketing (SEM) and content marketing as the main areas to focus on. Social media is part of our everyday lives. Services like Facebook, Twitter, Pinterest, Instagram and LinkedIn are used for networking, job search and also to find new products and services. Peer recommendations guide our purchase decisions. Therefore companies need to be active in social media; listen, share, participate. Search engine marketing is vital for all online businesses as nowadays service providers are often looked up from the modern phone book, Google. Therefore optimizing the company’s home page for search engines and even having paid adverts on search engins result page are important ways for improving findability.
To make sure that the marketing actions have been correct ones and to know what to improve, companies need to follow up the results. When marketing online, this is easier than ever. Site owner can check in detail how many visitors their pages have had, which page has been the most interesting one, where the visitors came from, did they come again, how many of the visitors actually made a purchase and so on. All this information and more needs to be followed in order to find the weakest links and to make sure that the next visitors will want to come again.
I have concidered social media marketing, search engine marketing (SEM) and content marketing as the main areas to focus on. Social media is part of our everyday lives. Services like Facebook, Twitter, Pinterest, Instagram and LinkedIn are used for networking, job search and also to find new products and services. Peer recommendations guide our purchase decisions. Therefore companies need to be active in social media; listen, share, participate. Search engine marketing is vital for all online businesses as nowadays service providers are often looked up from the modern phone book, Google. Therefore optimizing the company’s home page for search engines and even having paid adverts on search engins result page are important ways for improving findability.
To make sure that the marketing actions have been correct ones and to know what to improve, companies need to follow up the results. When marketing online, this is easier than ever. Site owner can check in detail how many visitors their pages have had, which page has been the most interesting one, where the visitors came from, did they come again, how many of the visitors actually made a purchase and so on. All this information and more needs to be followed in order to find the weakest links and to make sure that the next visitors will want to come again.