VPOD Quarter 4
Data Driven Marketing
Data Research
Step 1 - Identify Competition
Tool SERanking
Methodology
Strip Keywords from
-
Vecos
-
Yellowbox
-
Elocker
-
Workspace
Smart Locker Only Campaign
Evaluate feasibility of 1 focused campaign
See PDF
Short Answer would only generate 1 deal every 2 month(s)
Flip Book
- Click On The Cover Page Below
30 Leads a Month
Research what would we need to do to generate
30 leads a month
Based on average Click thru & Conversion Data
3 Campaigns
Full Funnel Data
The Spreadsheet below shows you:
Top of funnel
- PPC Campaign Adwords to Website
- Website traffic sources attrition
- SEO Keyword Performance
- Engagement Times
Mid Funnel
- MQL volume & Lead Quality
- Content Conversions
- Nurture funnel performance
Bottom Funnel
SQL to customer conversion
Deal Value and Velocity
ROI by channel
What we are doing?
Simple Data Driven Plan
-
What - Increase Website Speed / Ranking & Conversion Strategy
-
Who
-
When
Data Driven Decision Making
Whilst we are Implementing the Plan to generate 30 leads a month, we will build an end to end Measurement System:
Objectives:
-
Measure the PPC Campaign "End to End"
-
Gain a Decision making tool
-
Gain a Learning Tool
-
Establish PPC ROI "from Ad Word to Deal"
Why?
1. At the moment the data sits in Silo's
-
Google Adwords - the campaign
-
Google Analytics the campaign analytics
-
HubSpot - Website - Clicks
-
Hubspot - Marketing Qualified Lead data
-
Hubspot - Sales Qualified Lead Data
-
Hubspot - Pipeline Growth
-
Hubspot - Deal Value
-
ROI
It's highly likely we will ad sophisticated re-marketing tools to Up the Click through, conversion rates to best in Class. As we do that we want 3 levels of dashboards:
1. A Board Level Reporting Dashboard - updated in real time that has topline numbers.
2. An Operational Dashboard - that tells us how we are doing - we can see in real time the end to end process and how its performing.
3. Dial Efficiency - Detail Dashboard - where we can analyse what's going, right, wrong, gain insights and see the impact of tweaks. A Diagnostic tool.
The advice Received is to use:
-
Databox
-
Looker Studio
We will evaluate these and implement them in November.
-
the faster the better
-
with one caveat - Speed kills precision
Priority
-
Diagnostic Dashboard 1st - so we can learn and improve.
-
Board Level Report 2nd - so the board can see accountability & ROI
-
Operational Report last - As it's a maintenance tool
Data Driven Marketing Data Flow
This Measurement Tool will revolutionise VPOD marketing:
1. It will show performance in real time.
2. It will make everyone accountable for their part.
3. They can see the impact of changes they make on the numbers.
4. They can experiment with full clarity of the impact.
5. We as a team, can learn & fast.
6. Management can have their faith in marketing replaced and view it as an investment not a cost.
Detailed Measurement
The Diagnostic Report will have data at each of these levels.
Initially we will review it once a day to:
- Extract Learns & Insights
Speed Impact
The Issue with VPOD Marketing:
Not looking at Data:
1. Speed issue
-
Stops PPC effectiveness wasting time/money.
-
Stops SEO ranking 3/20 key pages indexed
2. Discipline & Ownership
-
No clear ownership and accountability
-
Who owns WHAT?
-
Area Owned, Numbers owned, Review Frequency
3. Data
-
Example Google Search Console
-
No Indexing since January 2025
-
Impact, Pages not indexed & Ranked
4. Early Impacts of Discipline & Data
-
Nothing to celebrate
-
Just starting to head north across the board
-
Celebration is when:
-
VPOD has 70% keywords in top 10 (now 2%)
-
VPOD has 30% of all traffic - minimum
SEO Positions "Popping"
SEO Plan
Long Term Impact
Introduction
Technical Fixes to the Site:
-
Indexing in October
-
Re-Indexing Nov 3rd
-
Increasing Speed
Have increased our Google presence and domain & Page authority.
This will have a further impact on Google's Ranking Algorithm when we:
-
Add JSON Schemas and FAQ's to all pages
-
That will increase Knowledge Panel Presence
-
AI GEO presence (AI results)
Gaps exist in our Key pages for:
1. Padel
2. Smart Lockers
3. Asset Lockers
4. Parcel Lockers
Parcel lockers being absent on the site and commanding good search volumes.
SEE Priorities
PPC Plan
Phase 1
Objective remove page load issues causing 77.6%-100% loss of page conversion caused by page high abandon rates, from the speed issue.
PPC Version 1
- Hostel & Hotel
- Padel
Followed swiftly by V2
Release 7 dedicated Pages for PPC
- Padel
- Smart Locker
- Luggage
- Hostel
- Competition
- Parcel
- Asset
Vpod Landing Page Review Phase 3
Add high Value - Value Trade Assets
See Capex Free - Offer Padel
The Full PPC Planned release is here
SEO Positions "Popping"
To establish a sustainable business that can't be damaged by anyone with a large Adword Budget here is the recommendation:
-
Short Term for Q4 we get PPC right and run a £6-10k Google Adwords Campaign for Q1 & Q2
-
We build an SEO & GEO AI ranking platform underneath in Q1 & Q2 that will not impact leads till Q3
-
In Q3 we back of PPC by 25%
-
In Q4 by 50%
-
This requires 1 full time content writer who will get a minimum of 50% of Keywords ranking in the top 10
-
We know the 843 keywords that have volume (taken from Elocker, Vecos, Workspace & YellowBox)
-
We have already achieved some success fixing the "technical website delivery"
-
Now have have to fix the content on the site
-
That reads like a Good Brochure
-
Is not designed to rank for volume keywords
-
Has Minimal FAQs (should be on every page)
-
Has Json Schema's for Breadcrumbs for AI & Goggle on some pages (not all)
-
A Daily review of progress against keywords ranking positions and site content scores is required
-
What will this achieve?
-
We will lower the cost per lead in Year 2 - 2027 by a minimum of 30-40%
-
We will have 2 Lead delivery systems
-
PPC if we want tactical surges in leads
-
SEO becoming strong in 2026 & dominant in 2027
-
What needs doing:
Miro Board Link
-
To 4 focuses Padel, Parcel, Smart Locker & Asset Management
-
Leisure, Night Clubs, Events, Workplace sectors
-
A By Persona Content & Asset plan for each of the personas
-
There are 22 personas we need a customer journey for
-
Which need to follow a customer journey from early awareness, through consider & convert stages
-
That means a journey that has 66 elements.
-
As the visitors enter the content web - they will idntify both their role & pain points (miro board)
Miro Board Map - Click to Open
Plans
Detail
Word Doc for Editing Value Proposition
Useful Links
Assets that save time - PPC analysis
1. Assumption start with WebPages for Asset / Padel / Smart Locker
2. Set up a baseline of Click Thru and conversion before we turn on dedicated landing pages
3. Why turn on dedicated landing pages?
4. The web pages conversion forecast is 2-3% (once speed addressed) not 4-6%
5. Commercial driver why have 50% of the leads?
6. See Current WebPage scores by page and area
Data Driven Marketing
How to create a data driven marketing culture
-
Not activity based, results based.
-
Measure everything
-
Review numbers daily
-
Learn daily - use the numbers to drive insights, learns and performance.
-
Grow your people
Consolidating Data
How to consolidate data from different sources