Recommendations to increase customer conversion rates through website optimization and online marketing Case company: RCS Training Center
Bogdanova, Daria (2016)
Bogdanova, Daria
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016120819568
https://urn.fi/URN:NBN:fi:amk-2016120819568
Tiivistelmä
The goal of this thesis is to establish effective online marketing strategy for a small B2C wellness studio. The commissioning company RCS Training Center wishes to attract more customers through their website and social media sites, such as Facebook and Instagram. This objective is justified by the popularity of the wellness and fitness niche online, which creates big market potential in the homeland and internationally. However, popularity also means high competition. A lack of experience in digital marketing and a rather small budget pose some challenges for the case company.
The thesis starts with the overview of digital marketing introducing the main concepts. First, the definition of digital marketing is explained. Other main concepts include search engine optimization, search engine marketing, social media optimization, content marketing, and landing page optimization. The subject of digital marketing is quite broad, and it is changing continuously. This thesis focuses on understanding of the basics and the main advantages and challenges of digital marketing for a small business.
During the writing of the thesis the author has been contacting the commission company regularly, consulting and recommending digital marketing tools. It was found that on this stage Google AdWords might not be beneficial for RCS Training Center due to the high competition and pricing of the ads. However, the chapter about Google AdWords is still included into the thesis for the future reference as business environment can change very fast. In the meantime, marketing activities that have been found to be effective are content marketing and social media optimization. They can be planned and executed by RCS Training Center.
The thesis starts with the overview of digital marketing introducing the main concepts. First, the definition of digital marketing is explained. Other main concepts include search engine optimization, search engine marketing, social media optimization, content marketing, and landing page optimization. The subject of digital marketing is quite broad, and it is changing continuously. This thesis focuses on understanding of the basics and the main advantages and challenges of digital marketing for a small business.
During the writing of the thesis the author has been contacting the commission company regularly, consulting and recommending digital marketing tools. It was found that on this stage Google AdWords might not be beneficial for RCS Training Center due to the high competition and pricing of the ads. However, the chapter about Google AdWords is still included into the thesis for the future reference as business environment can change very fast. In the meantime, marketing activities that have been found to be effective are content marketing and social media optimization. They can be planned and executed by RCS Training Center.