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3 CRM (Customer Relationship Management): HubSpot ...................... 19 Social Media Management: Hootsuite ......................................................... 20 Plan for a successful E- Commerce presence .................................. 21 SEO Plan for YoRo Naturals ......................................................................... 23 1. Website: YoRo Naturals .................................................................................. 23 2. List of Phrases: .................................................................................................. 23 3. Keyword Analysis: ............................................................................................. 23 4. Selected Phrases for SEO Focus: .............................................................. 24 5. Page Assignments: ............................................................................................ 24 6. SEO Changes - Page by Page: ..................................................................... 24 Content Strategy for YoRo Naturals ...................................................... 25 What: .............................................................................................................................. 25 Why: ................................................................................................................................ 25 How: ................................................................................................................................ 26 Where: ........................................................................................................................... 26 When: ............................................................................................................................. 26 Who: ................................................................................................................................ 26 PPC Plan for YoRo Naturals ......................................................................... 27 What to Promote? ................................................................................................... 27 Examples of Campaigns ....................................................................................... 27 Where to Promote? ................................................................................................. 27 How to Promote? ..................................................................................................... 28

6 Design and layout In the busy internet world, the YoRo Naturals website is a refuge. The website's calm colour scheme reflects the brand's natural and holistic approach. Users may easily navigate the site and locate what they need thanks to the user-friendly layout and simple navigation. The website's well-spaced parts and consistent visual hierarchy create a soothing browsing experience that matches the brand's calmness. Add responsive design features to ensure a smooth browsing experience across devices, attracting a wider audience ( Alghizzawi, 2019). Content Users may discover thorough information about the products, the founder's amazing narrative, and insightful blog pieces to help them on their skin care adventures on the website. The website's rich story depicts the brand's roots and connects with the consumer. However, in the digital era, where content is king, the website might benefit from many content types. Videos with client testimonials, lessons, and Jennifer Roberge's deep biography may create a dynamic and interesting user experience. A gallery of genuine users' before-and-after results can also boost company credibility. SEO Optimization The SEO approach is working well with blog material focused on relevant terms that potential clients may look for. However, a diversified SEO plan is needed to maximise organic traffic. This includes collaborating with skin care bloggers and influencers to build a strong backlink profile, writing optimised meta descriptions to draw users in from the search

9 let customers virtually test on things can also improve the buying experience. Coupled with features that allow users to customise their skincare regimens depending on their skin types and conditions, this may deepen the brand-user relationship and lead to repeat customers(Bui et al., 2023). SWOT analysis Strengths (S) Weaknesses (W) 1 Personal experience and real need underpin a strong brand narrative. Limited digital presence on YouTube and Pinterest, which skincare Visual Platform Expansion Mobile App Development Influencer Collaborations Community Engagement Initiatives Subscription Models and Loyalty Programs Market Competition Digital Marketing Landscape Dynamics Potential Negative Reviews SEO and Social Media Policy Fluctuations Consumer Expectations Limited Digital Outreach: Absence of Mobile Application: E-commerce Platform Enhancement: SEO Strategy Enhancement: Content Diversification: Personalized Brand Narrative Holistic Approach to Skincare Informative Website Specialized Product Range Active Social Media Presence Strengths Weakness Threats Opportunites

12 Digital Expansion While YoRo Naturals is on certain social media sites, it has not completely capitalised on YouTube and Pinterest, which are flourishing with natural skincare and wellness groups. These channels boost brand visibility and community participation. Creating tutorial videos, testimonials, and informative skin condition information on YouTube and inspiring visual content on Pinterest helps close this gap(Łopaciuk & Łoboda, 2013). Mobile App Development In the age of smartphones, not having a mobile app appears disadvantageous. A mobile app may personalise and build brand loyalty during purchasing. This distance hinders their ability to connect with customers directly. E-commerce Platform Improvement The present e-commerce portal is functional, however it falls short of many other firms' dynamic and engaging platforms. Advanced features like AI-driven personalised suggestions, virtual try-ons, and interactive quizzes to assist clients pick the ideal products for their skin type might greatly improve user experience and happiness. SEO Strategy Improvement SEO methods require additional support to boost organic reach. This requires thorough content production with an SEO focus, including meta descriptions, backlinking tactics, and routinely updated blog material targeting important keywords. Addressing this gap can enhance YoRo

15 Source: self-created SEO/Digital Presence Improvement: Smart goals: Source: self-created Smart Goals Specific: Optimise content, speed up the site, and establish a strong backlink profile to boost SEO. Measurable: Target 40% organic traffic growth in a year. Achievable: With SEO specialists and SEO tools for ongoing monitoring and modifications. Relevant: Traffic may boost revenue and brand awareness. Time-bound: Finish in 12 months.

18 Mobile App Development: Source: self-created Recommended Platforms E-commerce Platform: Shopify Shopify's user-friendly design and customizable capabilities have made it an e-commerce leader. Shopify might up several sales and brand- building options for YoRo Naturals. Custom themes Shopify has several customisable themes. YoRo Naturals should adopt a theme that matches its holistic and natural brand. To match the items' natural components, the design should be soothing and earthy. Smart Goals Specific: Create an easy-to- use mobile app with personalised suggestions, loyalty programmes, and push alerts. Measurable: Reach 30% of sales through the mobile app in the first year. Achievable: By employing a skilled app development team and investing in customer-centric features. Relevant: Meeting customer mobile shopping preferences. Time-bound: The mobile app must launch within 18 months.

21 Evaluation MailChimp lets you track email campaign performance with granular metrics. YoRo Naturals should carefully analyse this data to determine audience preferences. This would help them optimise email content, timing, and frequency to boost engagement and conversion rates. CRM (Customer Relationship Management): HubSpot In competitive e-commerce, personalization and unique consumer experiences are essential. HubSpot CRM might transform YoRo Naturals. Lead Management YoRo Naturals improves lead management with HubSpot CRM. The technology tracks all client contacts, ensuring no lead is missed. A rich customer contact history may help salespeople personalise messaging and offers, increasing conversions (Ajina, 2019). Salesflow Management CRM includes sales pipeline management. YoRo Naturals may track deals, detect bottlenecks, and enhance the sales process with HubSpot's visual dashboard. Faster closures and increased sales may result. Multiplatform Integration HubSpot integrates with Shopify and MailChimp easily. YoRo Naturals may use this to get a 360-degree picture of consumer data and tailor marketing efforts to customer journeys and preferences(Ramesh & Vidhya, 2019). Social Media Management: Hootsuite Social media engagement is practically essential in the digital era. Hootsuite helps YoRo Naturals manage social media better.

22 Consistency and Scheduling Hootsuite lets you schedule posts across platforms from one place. YoRo Naturals should use this to update consistently and engage their audience with fresh, relevant information. Data Analysis Hootsuite provides precise social media campaign metrics. YoRo Naturals may use this data to determine which content kinds and timings resonate with their audience. This helps optimise social media strategy for engagement and development. Community and Engagement Social media management requires community building. Hootsuite helps YoRo Naturals track brand mentions and respond to consumer inquiries. Engaging with the audience may create a devoted brand and product advocacy community. Plan for a successful E- Commerce presence Stag e Task Number Description Tool/Platfor m Timeframe Step 1 Task 1.1.1 Segment customers thoroughly. - Week 1-2 Task 1.1.2 Surveys and feedback sessions help identify client requirements. - Week 3-4 Task 1.2.1 Examine competitors' e-commerce tactics - Week 5-6 Task 1.2.2 Research natural skincare market trends and breakthroughs. - Week 7-8

23 Step 2 Task 2.1.1 Select an appropriate Shopify theme. Shopify Month 1 Task 2.1.2 Create product, blog, and testimonial pages. Shopify Month 2 Task 2.1.3 Install plugins to improve client experience. Shopify Month 3 Task 2.2.1 Create an easy-to-use mobile app - Month 1-3 Step 3 Task 3.1.1 Focus your content schedule on instructional blogging and product releases. WordPress Month 1 Task 3.1.2 Make engaging visuals and videos - Month 2-3 Task 3.2.1 Research keywords and optimise website content. - Month 1 Task 3.2.2 Create a backlink strategy to boost domain authority. - Month 2-3 Step 4 Task 4.1.1 Segment email campaigns MailChimp Month 1 Task 4.1.2 Automate drip campaigns MailChimp Month 2-3 Task 4.2.1 Create a social media schedule with many content forms. Hootsuite Month 1 Task 4.2.2 Use social media advertising. Hootsuite Month 2-3

24 Step 5 Task 5.1.1 Track customer interactions and sales using CRM. HubSpot Month 1 Task 5.1.2 CRM data may inform personalised marketing initiatives. HubSpot Month 2-3 Task 5.2.1 Create a customer support system - Month 1 Task 5.2.2 Incorporate input for continual development. - Month 2-3 Step 6 Task 6.1.1 Analytics tools track website traffic and user behaviour. - Month 1 Onwards Task 6.1.2 Monthly evaluations help identify improvement areas. - Monthly, Ongoing Task 6.2.1 Get client feedback through numerous means - Monthly, Ongoing Task 6.2.2 Use consumer input to improve user experience. - As Needed SEO Plan for YoRo Naturals 1. Website: YoRo Naturals Website URL: https://yoronaturals.com/ 2. List of Phrases:  Online natural skincare  Organic skin care  Skin care made sustainably  YoRo Naturals opinions

25  Eco-friendly skincare  Natural sensitive skin cures  Organic skin care  Blog for YoRo natural skincare  Naturally healthy skin tips  Organic skincare  Green skincare and beauty  A good skincare routine  A natural skincare brands  Eco-friendly skin treatments  YoRo Naturals' origins 3. Keyword Analysis: Phrase Search Volume SEO Difficulty Online natural skincare 15,200 42 Organic skin care 13,700 40 ... ... ... YoRo Naturals' origins 9,100 28 4. Selected Phrases for SEO Focus:  Natural YoRo skincare  YORO organic skincare  Organic skincare blog YoRo 5. Page Assignments: Phrase Page Natural Skincare from YoRo Home page, e.g., www.yoronaturals.com

26 Organic YoRo skincare Products page, e.g., www.yoronaturals.com/products Natural skincare blog YoRo Blog page, e.g., www.yoronaturals.com/blog 6. SEO Changes - Page by Page: Selected phrase: Homepage Optimization Page (URL) https://www.yoronaturals.com/ Title Tag YoRo Naturals: Your Natural Skincare Haven Description Meta Tag Discover sustainable, organic skincare at YoRo Naturals. Keyword Meta Tag Organic skincare, natural skincare, YoRo Naturals URL Change Not required. Heading (or Subheading) Welcome to YoRo Naturals, your natural skincare sanctuary! First Paragraph (in the text) Explore YoRo Naturals, where nature meets skincare. Alt Tags / Image Title YoRo organic skincare, natural beauty Additional Text Changes on the page (if any) Add customer testimonials and product advantages videos. Content Strategy for YoRo Naturals What: The programming will focus on organic skincare and holistic wellbeing, highlighting YoRo Naturals' products. This will contain skincare recommendations, product how-to instructions, customer testimonials, and natural skincare benefits blog pieces.

27 Example YoRo might write a "Journey to Natural Skincare" blog series about organic skincare advantages and product selection. Why: This content approach aims to create a community of loyal, knowledgeable organic skincare enthusiasts. YoRo Naturals wants to be a thought-leader in organic skincare by providing valuable information and building client loyalty. Example Educational articles and testimonials help establish trust by demonstrating potential clients the benefits of natural products. How: Content creation will align with the brand's focus on natural and sustainable skincare. High-quality photos, well-researched blog pieces, and captivating video material with real-life testimonials and product demos are crucial. SEO-optimized content also increases search engine presence and reach(Kee & Yazdanifard, 2015). Example Video testimonials may interest audiences and drive sharing on social media and the website. Where: The material will be shared on our website's blog, social media channels (Facebook, Instagram, and maybe YouTube for video content), and email newsletters.

28 Example YoRo Naturals can publish "YoRo Wellness Weekly" weekly newsletters with handpicked skincare recommendations and product releases(Du Plessis, 2017). When: The content release will be carefully timed to coincide with product launches, seasonal changes, and pertinent skincare industry events. A regular publishing schedule with frequent updates will interest the readership. Example Summer skincare series and winter wellness guides might be created to meet audience requirements and interests (Ajina, 2019). Who: The target audience for this content strategy is individuals that prioritise their skin health and want natural, sustainable skincare products. You may also collaborate with organic skincare influencers and bloggers to reach more people. Example YoRo Naturals may reach clients who value expert evaluations by collaborating with like-minded influencers. PPC Plan for YoRo Naturals What to Promote? Promoting YoRo Naturals' best-selling and flagship items should dominate PPC ads. Not only can we market YoRo Naturals' goods, but we can also promote useful information like blog entries or videos about

29 organic skincare's advantages. New product releases, seasonal promotions, and skincare and wellness themes might be used in campaigns(Park & Lee, 2021). Examples of Campaigns  Launch Campaign: Promoting new goods' natural components and advantages.  Best Sellers: Customer favourites with reviews and testimonies.  Educational Series: Sharing natural skincare blog pieces and videos. Where to Promote? YoRo Naturals targets organic and natural skincare fans, hence the promotion should be on their platforms. Main platforms may be:  Google advertising: Using Shopping advertising to promote products and display ads to retarget visitors with conversion- friendly content. Social Media Platforms:  Facebook: Targeting organic skincare and wellness enthusiasts using Facebook's comprehensive targeting possibilities.  Instagram: Reaching younger, skincare-conscious audiences with product photos and videos on Instagram.  YouTube: Targeting skincare and wellness content watchers with video advertisements ( Alghizzawi, 2019).

30 How to Promote?  Keyword Optimisation: Researching high-intent organic skincare keywords and optimising advertising for them to attract clients.  Visual Content: Using high-quality photographs and video to showcase the items' inherent beauty.  Landing Pages: Creating optimised landing pages that give thorough information about marketed items or content to encourage purchases or newsletter subscriptions.  Ad Copy: Writing captivating ads that convey the brand's values and product benefits to generate attention and clicks.  Remarketing: Remarketing visitors who have interacted with the brand but not converted with personalised ads.  Testing and Optimisation: Tracking PPC campaign performance, testing headlines, ad content, and images, and optimising campaigns to maximise ROI(Łopaciuk & Łoboda, 2013). Promotion Strategy Example:  Campaign 1: Product Launch Platform: Google Ads & Instagram  Platform: Google shopping advertisements and Instagram carousels  Ad Content: High-quality photos of the new product and language emphasising its natural components and advantages.

31  Landing Page: Detailed product information, including advantages, ingredients, and user reviews.  Call to Action: Do It "Find Your Natural Self. Shop now!" Details Campaign 1 - "Embrace Natural Beauty" Campaign 2: "YoRo Wellness Webinars" Main Purpose of PPC Promotion Promote brand awareness and sales Create a community and encourage participation with instructional content. Business and Target Market Overview YoRo Naturals: Eco-friendly skincare for 25-55-year- olds. For natural skincare advice, YoRo Naturals offers webinars. Key Products/Servic es to be Promoted 1. Organic skincare collection 2. Organic beauty stuff 1. Holistic skincare advice 2. Wellness webinars Purpose/Intenti on of Campaign Promote holistic skincare and natural ingredients. Promote online webinars and consultations to educate and develop community. Geographic Regions (with explanation) Urban and suburban locations with more target demographics seeking eco-friendly skincare. Same as Campaign 1 Devices (with explanation) Mobile for on-the-go and desktop for extensive browsing. Same as Campaign 1

32 Website URL with Special Instructions URL of YoRo Naturals' website Offer unique specials or promotions in PPC advertising to boost clicks and website visits. YoRo Naturals' website URL is the same as Campaign 1. Engage audiences with engaging and informative webinar and consultation advertising. Digital Marketing Plan for YoRo Naturals Today's market requires a strong internet presence. A balanced approach that includes Owned, Paid, and Earned channels may boost brand recognition, engagement, and conversions for YoRo Naturals. A multifaceted strategy to boost YoRo Naturals' internet reach. YoRo Naturals' success depends on optimising its digital presence in this digital age. Combining owned, paid, and earned channels will boost its internet visibility, customer loyalty, and business goals. Owned Channels Website Optimization YoRo Naturals' main client touchpoint is its website. It should offer a smooth and pleasurable user experience. Implementing AI chatbots might provide 24/7 customer care and guidance. An AI recommendation system will also customise the user experience by proposing goods based on browsing history and interests. A robust FAQ section should also be created to help clients discover quick answers. Regular blog posts about skincare routines, natural ingredient science, and DIY skincare recipes may enhance the user

33 experience. Online consumer engagement may be improved with virtual try-ons and skincare quizzes. Content Strategy Digital marketing relies on content. YoRo Naturals should create a multi-format content strategy to satisfy diverse audiences. Videos of product creation, YoRo Naturals' story, and tutorials may engage viewers. Regular webinars and seminars on skincare issues and recommendations can help engage the community(Du Plessis, 2017). Visual infographics about natural ingredients, skincare, and how-to guides may interest the audience. Podcasts with skincare professionals covering various issues may also provide knowledge and interest. Mobile App Launching a mobile app has several benefits in a smartphone- dominated world. Users may sample things digitally using augmented reality in the app to make educated judgements. Regular consumers can receive points, discounts, and early access to new products through an app-integrated loyalty programme, encouraging repeat purchases. Push notifications may inform customers about impending deals, blog articles, and other exciting news, keeping them engaged and connected to the company. Email Marketing Email marketing is direct and personal with customers. YoRo Naturals may send personalised emails based on customer preferences and buying habits by segmenting email lists. Newsletters with client testimonials, fresh blog entries, and industry news may engage readers.

34 Create a series of informative emails on skincare subjects to build subscriber loyalty and trust(Pal & Shukla, 2020). Paid Channels PPC Campaigns Brand exposure and reach may be greatly increased via PPC marketing. YoRo Naturals should use geotargeting in PPC advertisements to better target local clients. Additionally, dynamic search advertisements may automatically target visitors who are actively searching for natural skincare items, increasing conversion rates. Offering seasonal skincare goods in PPC advertisements can also meet clients' shifting skincare demands. Influencer Partnerships Influencer collaborations may expand your audience. YoRo Naturals should partner with brand-aligned influencers. Influencers might be encouraged to write blogs, videos, and social media postings about their real product experiences. Influencer-hosted giveaways may also boost brand awareness. Strategy for Remarketing Remarketing is essential for re-engaging YoRo Naturals' interested customers. Display advertising featuring visitor-viewed items and customer testimonials might pique their attention. Email remarketing efforts targeting cart abandoners with personalised communications and unique offers can also boost conversion.

35 Earned Channels Feedback from Customers In the information era, buyers rely largely on reviews and comments before buying. YoRo Naturals must encourage customers to share their honest product experiences. A website review system that lets customers simply leave feedback is a good start. A website ‘Stories’ section lets users discuss their YoRo skincare adventures in more detail. User-generated material may also be used in marketing to engage with customers. Including customer feedback in newsletters or social media postings proves product efficacy and fosters confidence(Ramesh & Vidhya, 2019). Public Relations Campaigns PR efforts boost brand image and reputation in the industry. YoRo Naturals could communicate its narrative and promote natural and sustainable skincare. Press releases on natural skincare products and YoRo's contributions might get media notice. Working with eco-conscious influencers and bloggers for expert evaluations may also generate industry attention. The PR campaign can also include webinars and seminars with skincare experts on natural skincare products and suggestions to raise awareness of the brand's principles and efficacy (Ajina, 2019). Participation in Community Community participation is key to building consumer loyalty. YoRo Naturals may host social media discussions about skincare routines, suggestions, and product experiences. A community blog where

36 consumers may post skincare recipes and articles helps create community and engagement. Regular Instagram Live Q&As with CEOs or skincare experts help connect with audiences. Create YoRo product tutorial videos and encourage consumers to share them to boost engagement(Lou & Xie, 2021). Social Responsibility Plans Social responsibility may boost YoRo Naturals' brand. Participating in community activities, environmental concerns, or sustainable living initiatives may boost company image. YoRo Naturals may also plant a tree with every purchase, coinciding with its environmental and sustainability goals. Collaboration with NGOs and other organisations for community outreach, sustainable living, and skin health seminars may boost the brand's social responsibility(Park & Lee, 2021). Gantt Implementation Plan Task Start Date End Date Duration (Weeks) Responsible Website Optimization 01/10/20 23 31/12/20 23 13 Web Team - AI Chatbot Integration 01/10/20 23 15/11/20 23 6 IT Team - Develop FAQ Section 01/10/20 23 15/11/20 23 6 Content Team - Interactive Features 01/12/20 31/12/20 4 Development

37 Addition 23 23 Team Content Strategy Development 01/01/20 24 30/06/20 24 26 Marketing Team - Video Content Creation 01/01/20 24 31/03/20 24 13 Video Team - Webinars & Workshops 01/04/20 24 30/06/20 24 13 Events Team Mobile Application Launch 01/07/20 24 31/12/20 24 26 App Development Team - AR Feature Integration 01/09/20 24 30/11/20 24 13 IT Team - Loyalty Program Development 01/07/20 24 31/08/20 24 8 Marketing Team Email Marketing Strategy 01/01/20 25 30/06/20 25 26 Marketing Team - Segmented Email Lists 01/01/20 25 28/02/20 25 8 Email Team - Newsletter Development 01/03/20 25 30/06/20 25 17 Content Team PPC Campaigns 01/07/20 25 31/12/20 25 26 PPC Team - Geotargeting Setup 01/07/20 25 31/08/20 25 8 PPC Team - Seasonal PPC 01/09/20 31/12/20 17 Marketing Team

38 Campaigns 25 25 Influencer Partnerships 01/01/20 26 30/06/20 26 26 PR Team - Identify & Collaborate with Influencers 01/01/20 26 31/03/20 26 13 PR Team - Host Giveaways 01/04/20 26 30/06/20 26 13 Events Team Remarketing Strategy 01/07/20 26 31/12/20 26 26 Marketing Team - Display Ads Creation 01/07/20 26 31/08/20 26 8 Ad Team - Email Remarketing Campaigns 01/09/20 26 31/12/20 26 17 Email Team

39 Conclusion Finally, YoRo Naturals' complete digital marketing campaign will help the company succeed online. Owned, Paid, and Earned channels are deliberately used to boost exposure, consumer engagement, and business success. Through website optimization, we hope to create a smooth user experience that maintains consumers and turns them into brand evangelists. Video lessons and infographics are part of the extensive content strategy to educate and engage customers. A mobile app is expected to make shopping easier and more personalized, reflecting changing customer tastes. Targeted PPC ads and influencer relationships should boost the brand's exposure and reach. A well-structured remarketing campaign re- engages potential consumers and guides them to conversion, optimizing ROI. Embracing community participation and social responsibility will also build goodwill and a trustworthy business image. This community- centric strategy is expected to build a devoted consumer base that advocates for the brand, naturally expanding its reach. The Gantt chart implementation plan outlines how to apply these techniques. YoRo Naturals can increase brand recognition, consumer engagement, and business growth with this approach. Throughout this journey, the brand must be open to market input and flexible to new trends and consumer expectations.

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