Utube graphics AUDIT AND STRATEGY
Audit UtubeGraphics provides unique custom-made graphics for YouTube and Twitch channels at an affordable price. 1. Competitor Analysis To better understand the situation on the market we first conducted a competitor research in order to find similar brands and analyze their online behavior, funnels, strength, weaknesses and positioning. The main competitors that we were able to find can be subtracted in 4 groups. The only direct competitor we were able to find is “Tactical Lion Design”, which offers the most similar services. We also have groups of freelancers, agencies and software companies that provides services that can be competitors to the brand in one way or another.
In Table #1 there is a breakdown of the competitors by groups. From there we can see that in terms of type of the group we can suggest “Direct” and “Indirect” competitors depending on the pricing. We can also notice that every competitor is using at least SM (Social Media) and SEM (Search Engine Marketing) as a way to promote their services. Depending on the size of the competitor, however, this can grow to Omni-channel promotions and cross-platform advertising.
Except agencies, who target mainly businesses, every competitor is targeting gamers and/or vloggers who are trying to make a living from their hobbies. In terms of pricing software companies, which are usually with more resources available, are offering the lowest price, but provide less professional services (client has to do their own graphics), in terms of the final result.
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Audit Table #1 - Competitors Analysis
Tacticalliondesigns.c Freelancers om
Agencies
Software
Type Price Channel s Used
Direct $19-150 - SM - SEM - AdWords - Email Marketing
Direct $20-$250 - SM - SEM
Indirect from $200 - Omni-channel
Indirect From $5/month - SM - SEM - AdWords - Email Marketing - Chat bots
Pros
- Product diversity - Low-mid price range - Gaming orientated only - Covering Omnichannel branding -
- Low to midrange price range - Personalized client experience
- Professional design - Branding - Product diversity
- Cheap - Full control over the process -
- Not too trustworthy - Unable to meet expectations - Unable to understand the client
- Not affordable for teenagers - Higher prices -
- Gamers - Vloggers
- Businesses - B2C clients - Vloggers - Gamers
- Businesses - Influencers - Professionals
- Customer must made the designs by themselves - End result is not professional - Takes a lot personal of client's personal time - Businesses - B2C clients - Vloggers - Gamers
Cons
Targete d Audienc e
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Audit 2. Audience Research & Customer Avatars To do the audience research we used “Audience Insights” tool on Facebook. The tool provides a detailed reports, from which we can better understand the audience that we want to reach. As it can be seen from Graph #1, our potential audience are both Males and Females, aged 18-44, interested in video games. While the majority of the potential audience (44%) is married we should consider the best segment (18-44). Their marital status is “Single” or “In Relationship”. The majority of the selected segment are students, and those who do not study at the moment, work in the restaurant, construction or production industry. The average household income is up to $100,000 annually, having in mind parents. To further analyze the clients we did a research on their behavior and wording in several niche forums (Table #2). We analyzed how they speak, what they care most about, what their pain points are to be able to determine the type of customers they are. Wording analysis showed that based on the wording, our potential customers are gamers, keen to find success using YouTube videos by providing quality content. They also often use “read” and “think” in their speech, which shows that they are ready-to-learn individuals who make information-driven decisions. Based on that we were also able to determine the way they take decisions (Table #3) – a competitive, data-driven segment, taking decisions based on actual facts, best practices and recommendations from proven professionals. This information give us advantage by providing us the type of content that is most likely to convert – case studies, testimonials and reviews, statistics, reports and more.
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Audit Graph #1 – Audience Demographics
Table #1 - Competitors Analysis
List of blogs/forums where potential customers aggregates
List of words to use /wordcoulds.com/
reddit.com
45 videos
11 well
8 comments
http://yttalk.com/forums
35 channel
10 quality
8 YouTube
https://forum.fracturedmmo.com
32 video
10 trying
6 subscribe
http://www.fanforum.com/f458/
25 people
10 first
6 channels
15 famous
10 read
6 comment
12 content
9 interested
6 views
12 making
9 camera
6 movie
12 think
9 gaming
6 life
12might
9thing
6show
12try
9love
6game
11watch
8Minecraft
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Audit Table #3 – Decision making style
Customer decision making style
Logical
Emotional
Fast
Competitive
Spontaneous
Slow
Methodical
Humanistic
Following the data above and the analysis of our potential audience we were also able to determine the language they speak (Table 4).
Table #4 – Language Type
Language Type Visual
"This looks", "I see"
Auditory
"It sounds", "I hear you"
Humanistic
"I feel", "I sense"
The audience is visual and uses words like “this looks” and “I see”, which means that they prefer graphics instead of wording and visualize things better. This means that not only videos are a good way to promote a service, but also graphics, infographics, meme’s, gifs and others should communicate better.
At the end we were able to determine their pain points and what they would like to achieve by using the service, which can be seen in tables #4 and #5.
Table #4 – Pain points
List of pain points
What kind of person will the customer become with the client's solution
What kind of person are they now without the solution
What kind of guarantees will they be most interested in
Amateurs
Professional
Amateur
Case studies
Lack of funds/resources
Popular
Not popular
Reviews
Lack of subscribers
Paid for their hobby
Playing games for fun
Money back guarantee
Lack of popularity
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Audit Table #5 – Benefits of using the service Solutions using the benefit
#1
#2
External Problem Solved
Channel design
Getting more subscribers
Emotional Problem Solved
Client will look more professional
Client will become more popular
Philosophical Problem Solved
Conclusions: In conclusion we can determine customer profiles with the demographic characteristics of Table #6.
Table #6 – Audience Demographics Demographics Gender
Males/Females
Age Range
13-34
Occupation
- Students - Restaurant staff - Construction staff - Installation and repair services - Production
Household Income
$0-100K
Geo Location
United States
Marital Status
Single, In Relationship
Education Level
High school, University
Having in mind the audience behavior we can also suggest the following conclusions: The audience would prefer visual way for communication, with lots of infographics, videos, images and meme’s The audience will be more willing to convert if the content is showing results of previous clients, case studies and recommendations The audience is very competitive so we will need aggressive copy to get them to order a product The audience will convert better if the brand has better brand awareness Potential cooperation with influencers can boost the business performance
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2.1. Customer Avatar #1 Justin, Age 25 Location: California Education: College Income: $25,000 Occupation: Bartender
GOALS Wants to be a professional streamer Want to make his living from his hobby Be recognized by his friends/community
People who inspire him: Ninja (Twitch streamer) Shroud (Twitch streamer) Tsm_myth (Twitch streamer)
VALUES
CORE NEEDS
Wants to be the best of what he does Doesn’t care that his family things gaming is not timeworthy Wants to have the freedom of doing what he wants, whenever he wants
Interests: gaming, streaming, anime movies, parties, ESL, Dreamhack, EVO Pain Points
Possible Objections
Justin is feeling that his channel looks amateurish
How much the service costs?
His competitors have better looking streaming channels
Is this website reliable?
He fears that people won’t subscribe to his channel because of how it looks
Will they provide me quality images?
He want his channels to look like those who he follows He thinks that this is might change his performance and gain more subscribers
Does the price meet the quality? Is any of the professionals using the same tool to build their channels?
Product Awareness: Low – He is aware that there a professionals that deliver similar products (Canva, DesignBold, Agencies, Freelancers) and even purchased a ready-to-use template, but not aware the product can be acquired with the same quality at an affordable price. Product Sophistication: Justin has tried different software products to come-up with a professional-looking graphics that will make his channel stand-out but failed to produce the graphics with the quality that he desires. He knows that professional graphics are expensive but is not aware that there is a solution that can bring him the same value at much lower price. At this point he is considering hiring a freelancer to create his graphics and is not aware of the solution. Things that will make him confident enough to buy: Case studies
Customers reviews
Samples
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2.2. Customer Avatar #2 Stephanie, Age 17 Location: NY Education: High School Income: $0 Occupation: Studentd
GOALS
People who inspire her: Jenna Marbles (Vlogger) Rachel Levin (Vlogger) KittyPLaysGames (Twitch streamer) LegendaryLea (Twitch streamer)
VALUES
Wants to be a professional vlogger Wants to become famous like her idols Wants to travel the world
CORE NEEDS
Wants to be recognized as a celebrity Likes to share everything on social media Wants to make money the easy way Wants travel the world
Interests: vloggers, celebrities, social media Pain Points
Possible Objections
Stephanie want’s a better looking online presence
How much the service costs?
She feels that the creative she makes are not good enough
Are others using the same service?
She fears that people would not like her profiles (and channels)
Are the creatives stylish?
She fears that her presence is not modern/trending
How will her profiles will look after she uses the service?
She things that a better looking profile will make her more famous
Product Awareness: Low to Mid – Stephanie has tried creating her own graphics with the free software products. However, she wants a custom made graphics which she is not able to make herself and she is searching for a solution that can fit her wallet. Product Sophistication: Stephanie knows that ordering graphics from a freelancer can be expensive so she is searching for an alternative. She is not even considering talking to an agency and her parents won’t allow her to spend a lot of cash for developing her channels. Unfortunately, she is also not aware that about UtubeGraphics and at this point using only what she can make herself. Things that will make her buy: Recommendations from friends
Referrals from vloggers she follows
Samples
Popularity of the brand (social proof)
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Audit 3. Market Size & Research With the audience defined so far we are able to determine the market size. According to our research so far the data from Facebook Audience Insights we were able to track 2,200,000 potential customers in the US. The research on Google Trends is showing us that there regions where people are mostly interested in those service are located on the east/west coast.
Graph#3 – Interest by Region
Graph #4 – Audience size (according to Facebook Insights data)
4. Keyword Researcht To do a keyword research we used the AdWords Planner Tool. We were able to find and analyze more than 2,000 words by monthly searches, competition and bid ranges. Based on that we choose a list of words with the most searches who have low competition and Max bid rate.
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Audit Table #7 – Keywords list
Keyword
Min Max Searches Competition Min Bid Searches
Max Bid
YouTube logo
10,000
100,000
Low
0.18
1.81
YouTube banner
1,000
10,000
Low
0.12
3.77
YouTube banner template
1,000
10,000
Low
0.68
3.32
YouTube channel art
1,000
10,000
Low
0.95
3.33
channel art
1,000
10,000
Low
0.32
1.61
YouTube channel art template
1,000
10,000
Low
1.6
3.63
YouTube banner creator 1,000
10,000
Low
0.87
3.18
5. Value Ladder, Funnel & Pricing Review While auditing the competition we noticed that the funnels used are basic, with no complexity added. The average funnel in the niche looks like this: (Paid Ads)* > Case Study/Review > Opt-in > Retarget with a cheap product > Upsell more expensive products (Paid Ads)* are used only by agencies and software companies While agencies and software companies are using paid advertising as a channel to drive sales and additional traffic to their website, the direct competitors rely only on organic reach. This give us an advantage and the opportunity to rank better by redirecting traffic to the website.
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Audit Table #8 – Value Ladder & Pricing
Value Ladder
Tactical Lion Designs
Freelancers
Agencies
Software Companies
Get Audience's Attention SEM
Organic search
Paid ads
Paid ads
Get Them Hooked
Portfolio
Form
Case studies
Free tips
Sell Small
Single product
Sell
Bundle
Free trail
Regular Purchases
Upsell
Upsells
Upsells
Subscriptions
Individual Treatment
Bundles
Bundles
Full branding
Discounts
Advertising
Live time access
High
Low
VIP Pricing
Low-mid
Low-mid
From table #8 we can also see the price range that competitors are positioned in. It looks like every group is trying to provide affordable services (except agencies), however only Tactical Lion Designs are specifically designed to meet YouTube channel admins needs. It should be noted also, that although software companies provide the cheapest services (even sometimes free), the quality of the end product is not the same, simply because the user is forced to create the image him/herself which usually results in bad quality image/bundle.
6. Understanding the Brand To better understand the UtubeGrahpcis we created a table with questions that we wanted to answer in order to get familiar with and better understand the brand.
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Audit What is the mission statement of your business?
Helping YouTube and Twitch content creators to build a professional-looking channel by building custom-made channel graphics bundles
Who is your customer?
Teenage gamers, who are searching to build a professional YouTube channel They want to be famous gaming YouTubers, breaking 1000 subscribers mark They don't have the skills and funds to create their channels professional Fewer subscribers
What do your customers want? What/who prevents your customer from achieving what they want? What external problem is that person/thing causing in your customer’s life? What feelings does not having their problem solved causes for your customer? Why is it unjust for people to have to suffer from the problem?
Not meeting their expectation for the design While professional YouTubers make a living from their channels, amateurs don't have the funds to start and build a channel that stands out in front of the competition.
How would you tell your customers you understand their problems and that you care? (1-2 sentences)
"We can make you look like a pro! We can help you with one thing: Look good to your future subscribers so they will not have second thoughts hitting that subscribe button!"
What qualifies you to be your customer’s guide to solving their problems (testimonials/statistics/case studies/results/awards/logos/etc.)? What is the process through which you solve their problem? (3-4 simple steps/phases)
Professional designers working with the customer at an affordable price
What doubts do customers have about your product?
Customer provides information about the graphics, which are then made from professional designers and send for revision until the client is satisfied. There is a refund policy that protects the customer
What guarantees can you give to your customers to address those doubts? What values do you share with your customers? What end action do you want them to perform (purchase/schedule a call/ download, etc.)? (Direct call to action)
Client is giving exact description of the final result, after which professional designers are taking care of the creation of the creatives
They love gaming Purchase/Order our bundles
If they are not ready to perform the end action, what action can they perform that will give them some benefits at a lower investment (e.g. download a pdf, get a discount, take a quiz, sign up for a webinar)? (Transitional Call to Action)
Instead of ordering a who bundle they can purchase a starter pack, which is more affordable
What does their life look like with your solution in it (e.g. status, health, more time, less stress, less work, more confidence, reaching potential)? What do they risk by not doing business with you?
They build confidence and gain better status (branding) infront of their audience
What kind of person will they become with your solution?
They will look like a professional gaming YouTubers
What kind of person are they now (the opposite of the previous one)?
They currently look like a newbies/amateurs that no one likes to watch (beside their friends/family)
No funds available or parents returning the product
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Audit With the help of the answers above we were able to get to several conclusions, stated below. To better understand the UtubeGrahpcis we created a table with questions that we wanted to answer in order to get familiar with and better understand the brand.
Conclusions Brands Mission
Providing amateur gaming YouTubers with an affordable graphics to make their channels look professional
Brand Solves
The price barrier for newbies that want to start their own YouTube channel
Brand Audience
Teenage gaming YouTubers
Brand Values
Affordable, custom-made graphics for amateurs that are looking to become professionals
Brand Positioning
Cheap services for amateurs
Brand Voice
Personal, helpful, friendly, aggressive
Example of how a message should sound
It is not OUR graphics, it is YOUR graphics. Our expertise is to pick YOUR brain for what YOU want and then give it to you! No matter what it takes!
Example how a message should not sound
Searching to upgrade your YouTube channel? Browse from our premade, ready-to-use templates.
7. Funnel Historical Data Analysis The business is new and the historical data is limited. There has not been any kind of advertising at this point and we can refer to the data from Google Analytics only. The data there shows overall 9 sales, which is not enough to make any kind of data-driven suggestions. However, we can track 3 sales from referrals and 6 from direct traffic. The AOV (average order value) is $61.55. We will need to test different performance and compare their results in order to be able to optimize them at a later stage. 14
Audit 8. Prioritizing Funnel Tasks Having in mind the current set-up our main objective will be setting up the following (as written) steps: Rebranding the website Setting up client product portfolio optimizing customer journey, making it easy to hook up for a sale
-Set-up advertising
9. SSM Audit & Recommendations Audit of the brand presence in social media is important because it represents and is often the first point of interaction with the client. Therefor we should evaluate this presence. To do so we have developed a system to evaluate the efforts made so far and set recommendations based on the overall performance (Table #9, Table #10 and Table #11).
Table #9 – SM efforts audit
Branding
Grade Avatar
FB
B
IG
X
Tw
B
P
X
LI
X
Consistency
Covers
Posts Variety
Calendar
Reviews
Post Frequency
Current Reviews
Automation
Posting Reviews
Chat Bot
Scheduling Software
Lead Gen
Funnels
G
A
G
A
G
B
B
x
B
x
x
x
x
x
X
x
x
x
x
x
x
x
G
G
A
X
A
x
x
x
B
x
x
x
x
x
X
x
x
x
x
X
x
x
x
x
x
x
x
x
x
x
X
x
x
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Audit Table #9 shows the qualitative research on the social media accounts. The metrics in the table shows the overall performance by number of indicators, evaluating them with ratings – good (G), average (A), bad (B), and not available (x). The overall result (Table #10) counts the points from the qualitative research is transforming the data into quantitative that can be easily evaluated. As can be seen the results shows that the performance is marked as Average, which means that the efforts made are on the right direction but need improvements, suggestions for which can be seen in Table #11.
Table #10 – Evaluation of SM efforts
Channel/Grade
G
A
B
Overall
3
2
3
A
0
0
0
X
2
2
1
A
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Audit Table #11- Recommendations
Branding
Consistency
Reviews
Automation
- Cover needs improvement - Page needs more followers
- Page needs reviews to build trust - Posting frequency should be - A bigger followers base more regularly with the help will increase the trust of a calendar - More engagement will increase the brand awareness
- Chat bot can be developed on a later stage to convert users directly on Facebook - Software to schedule posts can help improve consistency
- Posting frequency should be - A profile should - Trust factor is building a determined and executed by be build solid followers base using a calendar
- Software to schedule posts can help improve consistency
- Posting frequency should be - Trust factor is building a more regularly solid followers base
- Software to schedule posts can help improve consistency
FB
IG
Tw - Branding is good
10. CRM/Email Marketing Segmentation & Tagging At this point the client is not using any Email Marketing platform and therefore has no segmentation or tagging. We would recommend using ActiveCampaign or Drip as a service of email automation.
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Audit Table #11- Recommendations 11. Traffic Sources Review & Strategy Suggestions According to Google Analytics at this moment the traffic is mostly coming from direct traffic, followed by referral, organic and social traffic, while there is no traffic tracked from email marketing efforts. The data show on Graph #5 is from the past 30 days and showing that on the website have landed around 2,000 people, of which only 4 people converted into sales. This means the overall conversion rate is 0.2% by having in mind that the average conversion rate is between 2-3% (40 sales in our case for 2% conversion rate). This is a strong indicator showing that the conversion rate should be improved dramatically to meet the industry standards and ensure a stable growth. To meet those standards we would recommend driving more qualified traffic that will generate more sales. Missing the email marketing as a traffic source is a missed opportunity which should be utilized and used in order to improve the overall conversion rate. While organic reach is low due to the competition related to the word “YouTube� the traffic coming from social media is too low and should be improved.
Graph #5 – 30 Days Traffic sources (according to Google Analytics)
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Audit As can be seen from the graph above the referral traffic source, while little, is driving most of the sales and should be promoted as well.
Recommendations: -
Choose an email marketing platform and promote the services through it
-
Increase the amount of leads that can be promoted via email
-
Promote the referral program on the website and on social media
-
Drive more traffic from social media
-
Build brand awareness from social media
-
Increase SEM efforts to rank higher in the search results of Google
-
Promote the service with videos on YouTube via display remarketing campaigns (if possible)
As can be seen from the graph above the referral traffic source, while little, is driving most of the sales and should be promoted as well.
12. Analytics Review & Improvement Suggestions 12.1. Google Analytics Google Analytics is set for e-Commerce and tracking conversions. Additional UTM tags can be built for better tracking 12.2. Facebook Pixel There is a Pixel installed on the website but we do not have access to it (Pixel ID: 2068503320065440). Because of that we can’t evaluate the tracking set-up on Facebook.
13. Plugins/Tools Review & Recommendations The tools used on the website can help us improve the conversion rate and tracking of the campaigns and that’s why we are doing a plugins/tools review to get more information about the backend of the website. Our audit showed that at this point the tools used are:
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Audit Shopify e-Commerce platform Google Analytics for tracking
Shopify Product Reviews for generating reviews
Facebook plugin for tracking
Tidio live chat
Beeketing for generating user reviews
Affiliatly for affiliate tracking
14. Strategy Based on the audit so far we can determine a strategy that can help us improve the current conversion rate and generate sales.
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Audit Here is a breakdown of the proposed strategy: We will be using Facebook ads to build trust and drive engagement (Likes and PPE), while driving direct traffic from social media in order to drive sales (Traffic and Remarketing campaigns). Potential buyers will be funneled in different segments depending on their current stage in the customer journey. We will be remarketing the audience that first visits the website to remind them about the services that the business provide. After that we will provide them with additional value using case studies and reviews to build trust and get them to a point where they consider ordering a product. After that we plan to remarket them with an offer to close the sale. At every stage we will be excluding people who do not show intent of the product/service to minimize the ad spent. After someone purchases a product the client should already have his/her email and will be able to funnel them, while we will be able to create a retargeting campaign in an effort to upsell additional services or a subscription plan (if possible).
15. Targets, KPI’s & Timelines Based on the audit so far we can set up targets, KPI’s and Timelines of execution of the strategy. Because the business is new and does not have a strong presence we need to first build that and focus on the sales campaigns after to have a better chance of success. The main goals for the first 3 months will be: Building brand awareness Testing audiences Generating more traffic on the website Test sales campaign
15.1.Targets To achieve the stated goals we will need to achieve certain targets. The quantitative expression of the targets for the first 3 months can be seen in the table below.
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Audit Here is a breakdown of the proposed strategy: We will be using Facebook ads to build trust and drive engagement (Likes and PPE), while driving direct traffic from social media in order to drive sales (Traffic and Remarketing campaigns). Potential buyers will be funneled in different segments depending on their current stage in the customer journey. We will be remarketing the audience that first visits the website to remind them about the services that the business provide. After that we will provide them with additional value using case studies and reviews to build trust and get them to a point where they consider ordering a product. After that we plan to remarket them with an offer to close the sale. At every stage we will be excluding people who do not show intent of the product/service to minimize the ad spent. After someone purchases a product the client should already have his/her email and will be able to funnel them, while we will be able to create a retargeting campaign in an effort to upsell additional services or a subscription plan (if possible).
15. Targets, KPI’s & Timelines Based on the audit so far we can set up targets, KPI’s and Timelines of execution of the strategy. Because the business is new and does not have a strong presence we need to first build that and focus on the sales campaigns after to have a better chance of success. The main goals for the first 3 months will be: Building brand awareness Testing audiences Generating more traffic on the website Test sales campaign
15.1.Targets To achieve the stated goals we will need to achieve certain targets. The quantitative expression of the targets for the first 3 months can be seen in the table below.
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Audit Target
Goal
Likes
1000+
Page Engagement
2500+
Website Traffic
15,000 ($0.30 CPC)
ATC
Keep stable at 3% (around 450)
IC
Keep stable at 50% (around 220)
Purchases
100
CPA
Keep up to $45
AOV
$45
ROAS
X1
Revenue
$4,500
Amount spent
$4,500
15.2. KPI’s To execute our strategy and meet the desired goals & target we need to set up KPI’s which will indicate the success of the campaign performance through its lifetime. Meeting those KPI’s will help us better evaluate our efforts, knowing where we are at each moment and what needs to be improved in order to secure the campaign success. The table below is showing the KPI’s with the desired goals for this campaign. We are increasing the desired results by up to 20% to make sure we will meet our targets and achieve our goals
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Audit 15.3. Timeline Table: Overall Timeline
Weeks 1-20
Likes & PPE campaigns launch/initial split testing
Weeks 3-4
Testing best performing audience in a sales campaign/ Evaluation of performance
Weeks 5-6
Optimization and new split testing
Weeks 7-8
Split testing/Scaling winning campaigns/Killing poor performing campaigns
Week 9-10
Evaluation of performance and optimization/Campaign scaling
Week 11-12
Evaluation account performance and suggestion for improvements/CRO
Week 13
Implementation of suggestions
15.4. Expected Benefits The successful execution of the strategy is expected to improve a number of factors, the most important of which are: Relevant and paying Traffic The Number of orders on a daily basis Reaching the breakeven point
We are also expecting that the relevant traffic will support: The organic efforts (better ranking, SEM) Lower returns & negative feedback Better brand recognition
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