Proweaver Marketing Plan (Final) PDF

PROWEAVER, INC.
507-A Keppel Center, Cebu Business Park

Cebu City, Cebu
A Study on the Marketing

Structure of Proweaver, Inc.
By:
Mr. Vick Archer Tancio

Mr. Jeremy Velasco
(Business Dev’t Officers)
I. EXECUTIVE SUMMARY
Proweaver, Inc. has been in the business for more than a decade offering digital
marketing services (custom web design, SEO, and SMM) to various SMEs mainly in the
United States. For the past years, the organization has developed new solutions to address
the dynamic digital marketing needs for businesses. Through the said initiative, the
company established a name in the industry offering customized solutions.
This marketing plan discusses the current competition, strengths, weaknesses,

opportunities, and the threats face by the organization, the persona of web and social
media visitors, top customer’s location and industries, marketing activities, as well as
strategies and plans.
Mission:
We aim to be a fast, dependable, and world-class custom web design company.
Vision:
To be the number one custom web design company in the world.
II. GOALS
A. Quantitative Goal
- To increase the number of Proweaver employees (approximately 1000) by 2025.
B. Qualitative Goal
- To become number one custom web design / digital marketing agency in the world
by 2025.
III. MARKET RESEARCH
A. Competitive Analysis (*Digital Marketing)
a. Website
a.1. Mobile Page Speed
MOBILE PAGE SPEED

Company Page Speed
Proweaver, Inc. 59
Single Grain 56
Thrive 47
Mabbly 44
Jellyfish Digital Marketing Agency 41
Ironpaper 32
New Possibilities Group 28
Digital Marketing Agency 26
Orbit Media Solutions 14
Studio 98 7
a.2. Desktop Page Speed
DESKTOP PAGE SPEED

Company Page Speed
Mabbly 98
Proweaver, Inc. 95
Thrive 95
Single Grain 93
Ironpaper 83
Studio 98 44
a.3. Domain Authority
DOMAIN AUTHORITY
Company DA
Single Grain 56
Ironpaper 53
Mabbly 43
Thrive 43
Proweaver, Inc. 37
Studio 98 24
a.4. Page Authority
PAGE AUTHORITY
Company PA
Proweaver, Inc. 54
Single Grain 54
Ironpaper 50
Thrive 46
Studio 98 41
Mabbly 38
a.5. Total Backlinks
TOTAL BACKLINKS
Company TB
Jellyfish Digital Marketing Agency 361,522
Orbit Media Solutions 284,800
Proweaver, Inc. 261,837
Thrive 95,954
Studio 98 73,035
Ironpaper 18,328
Single Grain 16,170
New Possibilities Group 10,909
Digital Marketing Agency 10,083
Mabbly 7,089
a.6. Quality Backlinks
QUALITY BACKLINKS
Company QB
Jellyfish Digital Marketing Agency 145,479
Thrive 91,746
Studio 98 70,071
Ironpaper 13,948
Single Grain 11,596
Digital Marketing Agency 9,877
Mabbly 1,454
b. Social Media (Facebook)
b.1. Facebook Likes
FACEBOOK LIKES
Company FB Likes
Single Grain 19,503
Mabbly 2,269
Thrive 1,452
Studio 98 1,273
Ironpaper 761
b.2. Facebook Followers
FACEBOOK FOLLOWERS
Company FB Followers
Single Grain 19,393
Mabbly 2,284
Thrive 1,631
Studio 98 1,311
Ironpaper 813
b.3. Facebook Rating
FACEBOOK RATING
Company FB Rating
Thrive 5
Orbit Media Solutions 4.8
Ironpaper 4.6
Proweaver, Inc. 4.4
Mabbly 4.3
Single Grain 4.1
Digital Marketing Agency -
New Possibilities Group -
Studio 98 -
c. Competitor’s Services
 B2B Marketing  Mobile App Development

 Call Tracking  Pay Per Click
 Content Marketing  Reputation Management
 Conversion Rate Optimization  SEO
 Design Services  SMM
 Email Marketing  Video Production
 Google Analytics  Web Design
 Lead Generation  Web Hosting
 Marketing Automation
d. Competitor’s Social Media Contents
 Motivational Quotes  Teaser Photo (for upcoming promo and

 Blogs activities)
 Short Content Post  Congratulatory Post
 Milestones  Job Advertisement
 Seasonal Post  Tips (Images and Videos)
 Appreciation Post  Industry-related Tricks
 Video Sharing  Seasonal Memes
 Trivia / Did You Know?  Client's Websites
 Company Events/Updates  Project Previews
 Industry-related Statistics  Infographic
 Products and Services  Event Announcement
 FAQs  Welcoming New Employee
 Employee activities (free lunch, trainings,  Success Story
bondings)  Free Guides
B. SWOT Analysis
STRENGTHS Internal:
 Very engaging & responsive Sales &
Marketing Team. Positive feedbacks
are mostly coming from how agents
handle clients’ timely queries. This
kind of attitude is essential in retaining
clients.
 A team of dedicated professionals
working closely with the clients to
achieve the expected goal.
 Has been in the industry for 13 years
and has already established a strong
track record of credibility.
External:
 Website contents highlights the
competencies of the company
 Delivers the service in 2-3 days
 Offers free services (2 free mock-up
layouts, and free logo design & content
writing) giving the clients the
prerogative to pursue deal or not
 Compared to other competitors, pricing
is relatively low and results are most
likely on the same level with high-cost
web design companies --- the reason
why clients keep on coming for more.
WEAKNESSES Internal:
 No structured marketing strategies.
This puts the company floating on the
sea without any navigation.
 Sales people do not have a formal
training (proper protocol in answering
queries through calls, emails, etc.).
Incorrect grammar, informal e-mails
and rude attitude towards clients could
affect company’s rapport.
 Employee turn-over rate as the
company hires new graduates and
eventually leaves the company after
gaining relevant experience.
 No sales call quality check.
External:
 Focused on top industries. Other
industries are being left out.
 Website: compared to other
competitors’website, Proweaver’s
design is a little bit behind as some
attributes are not enticing to watch (i.e
color combination, texts placements
(some pages are text heavy). Contents
are also inconsistent.
 Social Media outlets: haven’t earned a
number of subscribers yet. YouTube
contents should also be consistent on
the videos being uploaded.
 Slow responsiveness on Facebook
(70% only)
 Posting blogs from competitors
(already addressed)
 Posting low-engaging contents
 Unverified social media account
 Most of the website visitors spend 0 to
10 seconds
OPPORTUNITIES Internal:
 Develop business strategies (both for
marketing and production) devising a
structure that concerns the operation of
the company. This can also ensure and
help for the sustainability of the
company.
 Plan and work on developing training
modules & initiate trainings for the
Sales and Marketing Team to make it
more structuralized.
 Offer other tangible/intangible
incentives that can help in employee
retention.
External:
 Venture to untapped markets and
emerging industries (refer to
demographics). This will basically
expand the market reach of the
company.
 Ensure protocols in good customer
service must be followed. (No
redundancy of calls, response to
queries promptly, etc)
 Do timely website audit to filter out
what to omit, retain, and add.
 Implore new state of the art
technologies to improve user
experience
 Offer new design trends that can
compete hand in hand with other
leading web design companies both
local and international. Always
consider Responsive Web Design.
 Devised a structure or checklist that
ensures relevance of contents being
uploaded on Social Media accounts.
 Introduce new line of services to the
market (E-mail Marketing and Market
Automation)
 Maximize online presence by engaging
in different off-page optimization
activities
 Posting different types of contents
relevant to the industry
 FB Page Verification
THREATS  Existence of competitors both local
and international
 New entrants
 Competitors imitating features or ideas
 Very dynamic market needs
 Customer complains and bad reviews
on social media accounts could affect
the rapport and image of the company.
 Fraudulent activities
 New laws and regulation (i.e. DOLE
complaints)
 In terms of the website platform
utilized, although WordPress is the
most popular to use as 70% of websites
run on it, it is prone to malware
attacks, hence, necessary constant
updates on software, plugins, themes,
and etc. should be made.
 Competitors offering a wide array of
services
 The competition focuses on providing
the desired business result
 Competitor’s strong social media
engagement
C. Persona (Potential Buyer and Actual Buyer)
a. Audience Overview (April 2019)
* Day(s) with the highest number of visitors: Wednesday (200+)

* Day(s) with the lowest number of visitors: Saturday and Sunday (less than 100)
a.1. Demographics (April 2019)
Age
Age Users
25-34 532
35-44 328
45-54 245
18-24 185
55-64 108
65+ 51
1449
Gender
Gender Users
Male 816
Female 670
1486
a.2. Interest (April 2019) (In-market segment - visitors who are actually interested with
the products and services based on their search history marked by search engine)
In-Market Segment Users

Employment 443
Software/Business & Productivity Software 374
Business Services/Business Technology/Web Services/Web Design & Development 360
Travel/Hotels & Accommodations 302
Business Services/Advertising & Marketing Services 289
Real Estate/Residential Properties/Residential Properties (For Sale) 251
Real Estate/Residential Properties/Residential Properties (For Sale)/Houses (For
Sale)/Preowned Houses (For Sale) 237
Travel/Air Travel 226
Education/Primary & Secondary Schools (K-12) 205
Employment/Career Consulting Services 203
13,592
a.3. Geographic (April 2019)
State Users
California 469
Texas 368
Florida 212
New York 209
Virginia 203
Georgia 143
Illinois 126
Maryland 125
New Jersey 116
Pennsylvania 109
a.4 Behavior (April 2019)
New vs Returning Visitor
User Type Users

New Visitor 4558
Returning Visitor 798
5356
Engagement
Session Duration Sessions Pageviews

0-10 seconds 3951 4240
11-30 seconds 259 638
31-60 seconds 310 921
61-180 seconds 707 2161
181-600 seconds 711 2595
601-1800 seconds 368 1861
1801+ seconds 107 2287
6413 14703
a.5 Device
Device Category Users

Desktop 3272
Mobile 1253
Tablet 105
4630
a.6 Acquisition
Traffic Sources
Default Channel
Grouping Users
Direct 2267
Organic Search 1498
Referral 832
Social 141
4738
Social Channels
Social Network Sessions Pageviews

Facebook 126 185
Pinterest 63 657
DZone 8 38
Blogger 4 4
Instagram 1 1
LinkedIn 1 3
b. Social Media (Facebook) Visitors (FB Insights)
b.1. FB Likers
b.2. FB Followers
b.3. FB People Reached
b.4. FB People Engaged
b.5. Day(s) Most Fans are Online (Pacific Time Zone)
* Monday
b.6. Time(s) Most Fans are Online ( Pacific Time Zone)
* Morning: 6AM - 723 fans

* Afternoon: 8PM - 712 fans
C. Buyer’s Persona
a. Leading Industry per State (Small Business Scale)
As of 2018, there are 30.2 million small businesses in the U.S.

This accounts for 99.9% of United States businesses.
Source: https://fitsmallbusiness.com/small-business-statistics/
Name of State Leading Industries According to Business Volume

Alabama 392,939 Small Businesses
Leading industry:
Construction - 46,983 small business
Alaska 71,841 Small Businesses
Leading industry:
Agriculture, Forestry, and Fishing and Hunting - 9,325 small
businesses
Arizona 553,779 Small Businesses
Leading industry:
Professional, Scientific, and Technical Services - 80,870 small
businesses
Arkansas 247,018 Small Businesses
Leading industry: Construction - 32,953 small businesses

California 3.9 million Small Businesses
Leading industry: Professional, Scientific, and Technical Services -

661,287 small businesses
Colorado 611,495 Small Businesses
Leading industry:
businesses
Connecticut 342,443 Small Businesses
Leading industry:
businesses
Delaware 79,417 Small Businesses
Leading industry:
Professional, Scientific, and Technical Services - 11,151 Small
businesses
Florida 2.5 million Small Businesses
Leading industry:
businesses
Georgia 1.0 million Small Businesses
Leading industry:
businesses
Hawaii 128,863 Small Businesses
Leading industry:
businesses
Idaho 158,426 Small Businesses
Leading industry:
Construction - 20,007 Small businesses
Illinois 1.2 million Small Businesses
Leading industry:
businesses
Indiana 508,924 Small Businesses
Leading industry: Construction - 60,145 Small businesses

Iowa 267,733 Small Businesses
Leading industry:
Kansas 251,985 Small Businesses
Leading industry:
Kentucky 347,159 Small Businesses
Leading industry:
Louisiana 437,437 Small Businesses
Leading industry:
businesses
Maine 145,536 Small Businesses
Leading industry:
Maryland 581,712 Small Businesses
Leading industry:
businesses
Massachusetts 652,661 Small Businesses
Leading industry:
businesses
Michigan 870,301 Small Businesses
Leading industry:
businesses
Minnesota 513,118 Small Businesses
Leading industry:
businesses
Mississippi 254,598 Small Businesses
Leading industry:
Missouri 523,459 Small Businesses
Leading industry:
Montana 118,315 Small Businesses
Leading industry:
Nebraska 172,958 Small Businesses
Leading industry:
Nevada 254,337 Small Businesses
Leading industry:
businesses
New Hampshire 133,676 Small Businesses
Leading industry:
businesses
861,373 Small Businesses
New Jersey
Leading industry:
businesses
New Mexico 154,257 Small Businesses
Leading industry:
businesses
New York 2.1 million Small Businesses
Leading industry:
businesses
North Carolina 890,398 Small Businesses
Leading industry:
businesses
North Dakota 72,723 Small Businesses
Leading industry:
Ohio 944,797 Small Businesses
Leading industry:
businesses
Oklahoma 347,165 Small Businesses
Leading industry:
businesses
Oregon 368,308 Small Businesses
Leading industry:
businesses
Pennsylvania 1.0 million Small Businesses
Leading industry:
businesses
Rhode Island 99,821 Small Businesses
Leading industry:
businesses
South Carolina 406,536 Small Businesses
Leading industry:
businesses
South Dakota 85,252 Small Businesses
Leading industry:
Tennessee 589,546 Small Businesses
Leading industry:
Texas 2.6 million Small Businesses
Leading industry:
businesses
Utah 277,140 Small Businesses
Leading industry:
businesses
Vermont 77,683 Small Businesses
Leading industry:
Virginia 723,962 Small Businesses
Leading industry:
businesses
Washington 590,908 Small Businesses
Leading industry:
businesses
West Virginia 114,391 Small Businesses
Leading industry:
Retail Trade - 13,517 Small businesses
Wisconsin 448,032 Small Businesses
Leading industry:
businesses
Wyoming 65,462 Small Businesses
Leading industry:
Real Estate and Rental and Leasing - 8,586 Small businesses
Source:
https://www.sba.gov/sites/default/files/advocacy/2018-Small-Business-Profiles-All.pdf
b. Proweaver’s Prospect/Client Count in the US (2016 - 2018)
This information is based on the data lifted from Orchestra.
The figure above is based only on the customer traffic from 2016-2018 (including the prospect clients
who did not avail our services).
Why is there a decline in our customer traffic in in the past three years?
Possible reasons are as follows: (Reference: SWOT; Weaknesses & Threats)

1. Tight competition in the industry.
2. New web design companies may have flourished in the industry and may offer
competitive services.
3. Company may have been fixated in a specific industry whilst disregarding other
emerging industries.
4. Social Media platforms may haven’t earned credibility online yet.
5. Website may not be engaging or enticing (refer to average duration of stay in google analytics)
6. Bad reviews on social media may have affected the brand.
7. Underperforming sales agents.
8. No specific marketing strategies yet.
The figure above shows the percentage contribution of the top 5 States in terms of clients.
The total accumulated clients who have availed our services from 2016 - 2018 totaled to 5,924.
Top 5 States that have availed Proweaver’s services:
State Top industries that have served by Proweaver (2016-2018):

1. California  Home Health Care
 Education
 Pharmacy
 Facility Care
 Non-profit
 Transportation
Leading Industry: Computers and electronics manufacturing

2. Texas  Home Health Care
 Non-profit
 Pharmacy
 Education
Leading Industry: Oil and gas extraction

3. Florida  Home Health Care
 Pharmacy
 Education
 Non-profit
 Others
Leading Industry: Ambulatory health care services

4. New York  Education
 Pharmacy
 Home Health Care
 Transportation
Leading Industry: Federal Reserve banks and credit services

5. Maryland  Home Health Care
 Non-profit
 Education
Leading Industry: Ambulatory health care services

If the company decides to expand and venture to other industries, here are the fastest
growing industries in the US as of 2018 based by Sageworks Survey.
1. Support activities for mining - Companies that provide support services for mining,
quarrying, and oil and gas extraction topped the list in 2017 up to present
2. Other heavy civil engineering construction - excludes companies engaged in
highway, street, bridge, and distribution line construction. Examples of construction
projects tackled by this industry include dredging, land drainage, marine facilities,
and open space improvement.
3. Beverage manufacturing - The beverage manufacturing industry includes soft drink

manufacturers, breweries, wineries, and distilleries.
4. Other personal services - This industry includes a wide swath of businesses.

Examples include dating services, wedding planning, coin-operated machines, pet
care other than veterinary, and parking lots and garages.
5. Direct selling establishments - The types of businesses in this industry include

newspaper delivery, home delivery of liquefied petroleum gas, and bottled water
services, as well as door-to-door sales and home parties.
6. Building finishing contractors - building finishing contractors may be on the list of

fastest-growing industries for quite some time as supply catches up over the next few
years.
7. Offices of real estate agents and brokers

8. Miscellaneous durable goods merchant wholesalers - Wholesale distributors of
sporting, recreational, toy, hobby, jewelry goods and supplies, and precious stones
and metals enjoyed a 15.0% sales increase in 2017.
9. Specialized freight trucking- the specialized freight trucking industry, which

focuses on moving items that require specialized equipment due to size, weight, or
shape, made the list of fastest-growing industries with sales growth of 14.9% in
2017.
10. Architectural engineering, and related services - This industry includes

architectural services, engineering services, drafting services, building inspection
services, and surveying and mapping.
IV. MARKETING ACTIVITIES
A. Long-term Goal
GOAL: To increase the number of employees
MARKET EXPANSION Proweaver could start considering other

industries other than the strong industries
based on experience. We can study each
industry and devise marketing strategies
designed for specific industries to have
more chances of winning.
Demand will increase
Human capital also increases
Other Services:
Proweaver could also venture to try

offering other online related services.
Suggestion:
E-mail support: new service; current

market
Milestone Achieve by 2025: Become the number 1 custom web design company.
Specific goals:
Telemarketing
To increase sales call volume and sales conversion by 5%.
Digital Marketing
To increase website visitors by 5% per month.

To increase website inquiries and inquiries converted into sales by 2% per month.
To increase FB total impressions by 5% per month.
To increase FB inquiries and inquiries converted into sales by 2% per month.
To maximize off-page optimization initiatives to more than 5 different activities.
B. Unique Selling Proposition
Overall Company Selling Proposition
 Specialization
- We have a bunch of skilled professionals who are well-rounded in a lot of areas.
 Price
- Compared to other competitors, the company’s price range is relatively low and
budget-friendly especially since prospect clients are mostly emerging businesses.
 Profile
- the company has managed to establish credibility online (i.e. Page 1 in Google
results in some States in US)
 Turnaround
- delivers the tasks in 3-5 days.
 Incredible Work Portfolio

- the work speaks for itself.
 Diversity of Skills
- other than the three main services offered, the company also offers other services
(refer to Unique Selling Proposition per Service)
 Results of Past Clients

- Clients give positive feedbacks on the incredible services they have experienced
from the company.
 Distinct Style
- as a custom web design company, Proweaver does not insist their down designs or
templates to the clients, rather, the clients are given the prerogative to decide what
should be done.
Unique Selling Proposition per Service
 Custom Web Design

- Customize web design
- Free mock-ups within 24-48 hours
- Easy-to-Use Website Online Forms
- Logo Design
- Brochure or Pamphlet Design
- Responsive Company Web Design
- Use of Professional Stock Photos
- PayPal Account Integration for Online Payments
- Website Hosting Services
- Website Redesign
- Email Account Hosting
- Quality Blog Integration
- Website Maintenance for Launched Website
- Biz Card Design
- HTTPS or SSL Certificate
- Website Banner Design
- Mobile Web Design Version
- Professional Content Writing
 Search Engine Optimization

- Original Content Creation
- On and Off Page Optimization
- Fix Site Errors
- Google Analytics Set-up
- Enhanced Monthly Report
 Social Media Management

- Original Content Creation
- Account Set-up and Optimization
- Long and short posts per month with social media graphics
- Customized profile and cover picture design
- Weekly and monthly updates
- Monthly reports
C. Telemarketing
- Blind cold calling approach. Agents are just calling random clients.
- Referrals from previous clients.
- Continuous hiring of sales agents to increase market reach.
D. Digital Marketing
Facebook
- Timely update on relevant contents. Follows a schedule when and what to post on our
social media accounts.
- Responds to queries and complains from online visitors promptly.
- Default Picture - Company logo
- Cover Photo - Sample website design
- Contents
 Motivational quotes
 Blogs and Blogs sharing
 Short content post
 Milestone (reaching 2K likes)
 Font of the Day
Website
- Timely blog updates relevant to the industry

- Search Engine Results Page
 On-page SEO
 Off-page SEO
 Technical SEO
- Website Bounce Rate: 57.51%
20% to 30% - unlikely
30% to 45% - excellent
45% to 55% - average
55% to 85% - higher than average
Website Visitors April 2019 (Google Analytics). Most web visitors only spend 0 to 10 seconds.
Pages with high impressions (April 2019)
Impressions Page
https://www.proweaver.com/custom-web-design/ecommerce-custom-web-desi
32100
gn
28017 https://www.proweaver.com/custom-web-design
https://www.proweaver.com/custom-web-design/professional-services-custom
20267
-web-design
6163 https://www.proweaver.com/
5599 https://www.proweaver.com/search-engine-optimization
5329 https://www.proweaver.com/custom-web-design/healthcare-web-design
4343 https://www.proweaver.com/ecommerce-custom-web-design
https://www.proweaver.com/custom-web-design/insurance-custom-web-desig
4270
n
4205 https://www.proweaver.com/professional-services-custom-web-design
4157 https://www.proweaver.com/transportation-services-web-design
3536 https://www.proweaver.com/custom-web-design-cleveland-ohio
3256 https://www.proweaver.com/company-about-us
2330 https://www.proweaver.com/custom-web-design-detroit-michigan
2226 https://www.proweaver.com/custom-web-design-law-firm
2159 https://www.proweaver.com/custom-web-design-kansas-city-missouri
2151 https://www.proweaver.com/company-contact-us
2101 https://www.proweaver.com/custom-web-design-consultancy-firms
1767 https://www.proweaver.com/custom-web-design-louisiana
1745 https://www.proweaver.com/custom-web-design-arizona
1722 https://www.proweaver.com/custom-web-design-free
Search Engine Results Page (April 2019) - Pages with most number of clicks
Page Clicks
https://www.proweaver.com/ 630
https://www.proweaver.com/company-about-us 163
https://www.proweaver.com/company-contact-us 74
https://www.proweaver.com/company-our-reviews 50
https://www.proweaver.com/custom-web-design 46
https://www.proweaver.com/custom-web-design/healthcare-web-design 27
https://www.proweaver.com/custom-web-design/pharmacy-custom-web-design 11
https://www.proweaver.com/rehabilitation-center-web-design 6
https://www.proweaver.com/custom-web-design-beauty-salons 5
https://www.proweaver.com/responsive-web-design 5
https://www.proweaver.com/custom-web-design-ambulance-services-uk 5
https://www.proweaver.com/custom-web-design-day-care 5
https://www.proweaver.com/testimonials 5
https://www.proweaver.com/professional-services-custom-web-design-private-in
5
vestigators
https://www.proweaver.com/pharmacy-custom-web-design 5
https://www.proweaver.com/order 5
https://www.proweaver.com/custom-web-design/ecommerce-custom-web-design 4
https://www.proweaver.com/custom-web-design-urgent-care-centers 4
https://www.proweaver.com/custom-web-design/professional-services-custom-we
3
b-design
https://www.proweaver.com/home-healthcare-website-design 3
Website Pageviews (April 2019)

Page Pageviews
https://www.proweaver.com/ 4495
https://www.proweaver.com/order 3045
https://www.proweaver.com/custom-web-design 1424
https://www.proweaver.com/company-contact-us 857
https://www.proweaver.com/company-about-us 694
https://www.proweaver.com/custom-web-design/healthcare-web-design 572
https://www.proweaver.com/search-engine-optimization 454
https://www.proweaver.com/company-blog 441
https://www.proweaver.com/company-our-reviews 390
https://www.proweaver.com/social-media-management 251
https://www.proweaver.com/custom-web-design/pharmacy-custom-web-desig
n 212
https://www.proweaver.com/custom-web-design/ecommerce-custom-web-desi
gn 141
https://www.proweaver.com/custom-web-design/professional-services-custom
-web-design 131
https://www.proweaver.com/amazing-web-design 115
https://www.proweaver.com/dont-noobs-design-website-6-reasons-experts 76
https://www.proweaver.com/top-10-off-page-seo-tactics 75
https://www.proweaver.com/test 74
https://www.proweaver.com/company-blog/page/2 59
https://www.proweaver.com/experience-counts-proweavers-13-years-web-des
ign-business 56
https://www.proweaver.com/custom-web-design-done 51
https://www.proweaver.com/custom-web-design/insurance-custom-web-desig
n 51
https://www.proweaver.com/solutions-start-up-company 48
https://www.proweaver.com/custom-web-design/business-services-web-desig
n 40
https://www.proweaver.com/5-ways-control-website-cms-manage-contents 38
https://www.proweaver.com/proweavers-secret-standing-rest 27
V. KPI and MEASUREMENT METHODS
A. Telemarketing
- Indicator: Number of cold calls vs calls converted into sales


Note: Total # of clients converted to sales for the past 3 years - 5,924 clients.
Note: Total # of clients contacted by all agents for the past 3 years- 10,640 clients.
Analysis:
1. Least performing agents may be undertrained that resulted to bad performance.
2. Probable reasons why least performing agents struggle to make it to the top could be :
 weak persuasive attitude
 hard time contacting and closing a deal with new clients
 limited options (have already exhausted or called client list)
 poor product knowledge that gives bad impression to clients
 No defined personal strategies or approach in telesales
Suggestions:
1. Intensive trainings for the least performing agents should be given importance.
2. Sales managers should monitor at least once in a while how their associates are doing.
Key performance indicators or checklists/tracker should be implored in evaluating the
performance progress of every agent.
3. If possible, top agents could share their strategies and approaches in handling clients
that help them close most of their deals.
4. Offer other tangible/intangible incentive to motivate the agents.
5. Review previous clients. Reach out to them if they still need our services. Or better yet,
implore email automation where old and new clients will be notified in a timely basis
about our product promos, events, etc.
B. Digital Marketing
Website
- Number of web visitors per month vs number of inquiries vs number of
inquiries converted into sales (no data available)
Facebook
- Number of impressions per month vs number of inquiries vs number of
inquiries converted into sales (no data available)
C. Email Marketing
- Number of emails sent vs number of replies vs number of emails converted into
sales (no data available)
VI. STRATEGY and TACTICAL PLANS
Marketing Channels
Telemarketing  Construct strategies which focus on every stage of the sales
process
* prospecting
* preparation
* approach
* handling objections
* closing and follow-up
 Formal training of the Sales Team

- If possible, trainings focus on writing formal business e-mails,
correct grammar and proper jargons to be used during the call,
proper pronunciation, and etc.
 Evaluate the KPIs to be able to appraise success of your outbound

calls strategy
- should implore a system that tracks down or compiles
necessary data to evaluate the performance of every agent.
*Average handle time (length of all calls / total number of
calls)1
*Conversion rate (number of sales / total number of calls)
*First call close (number of closes on the first call / total
number of calls)
*Occupancy rate (time spent on calls vs. time spent
unavailable)
 Regularly monitor sales call to check quality.
 Draft up worthwhile call lists

- Current strategy: Blind cold calling
- Implore the use of CRM (Customer Relationship
Management) software, a program designed to gather all
aspects of your customer information in one place. It
centralizes all the data pertaining to your current and future
customers.
- Strictly impose the rule on not making redundant calls.
Customers are giving bad reviews because of this.
 Spread out
- develop a system where marketing automation is use. This
strategy will help us retain customer, especially the new ones.
 Plan strategies on how to penetrate untapped industries
Digital  Website
Marketing 1. Make continuous site audit to improve both mobile and desktop
website's page speed (Responsive Web Design)
2. Maximize effort focusing on both on-page and off-page
optimization activities to improve domain and page authority
3. Continuously grow outbound and inbound link building
activities
- use spam checker to generate backlinks from quality websites
1
A long average call time might be a sign of poor closing skills or insufficient product understanding.
Conversion rate is a measure of how efficiently agents are able to bring on customers and close a sale.
A high percentage of first call closes shows that agents are selling efficiently, and making the most of their time (and
the customers’).
A low occupancy rate percentage reveals that agents might have trouble completing their after-call work, and losing
on overall productivity.
4. Highlight package inclusions of each Proweaver's services
5. Continuously make small tweaks on website design and
features so customers will not be fed up and to increase the
number of returning visitors
6. Incorporate interactive features (chat bot) on the website to
increase customer's dwell time (session duration) on the site
7. Posts blogs during weekdays particularly Wednesday because
most visitors view Proweaver's site during the said day.
8. Create engaging contents for visitors with age bracket 25 to 54
- content on how services enrich customer experiences
- detailed content about services
- content that will make them feel important
- content that will show behind the scenes (processes)
9. Web design must have a touch of masculinity because most
web visitors are male
10. Create contents that will grab the attention of web visitors
from top US states (California, Texas, Florida, etc.)
11. Website design must be responsive because customers are
using various devices (desktop, mobile, and tablet)
12. Write contents that will tackle the top industries that have
served by Proweaver's services
13. Create contents that will cover/influence every stage of the
customer’s buying cycle
Awareness
- Blogs
- Ebooks
Consideration
- Videos (Expert Tips)
- Solution Oriented Guides and White Papers
Decision Stage
- Case Studies
- Product Focused Content
14. On-page SEO

- Keyword
- Long-tail targeted keyword
- Add modifiers (date: 2019 / description: best, top)
- Include keyword in the title, meta description, and H1 tags
- Include in the 1st 100 words of the article
- Content
- Content Title - 50 to 60 characters
- Page Title - 50 to 60 characters
- Meta Description - 155 to 160 characters
- Use short descriptive URLs
- Use descriptive alt tags for images (optimize image file
names)
- Use Schema markup for a specific page (home page) to
display what the website is all about including image,
ratings, etc.
- Use outbound and internal links
- Post long content (1500 + words)
 Social Media:
- Upload relevant contents in our social media accounts (Facebook,
Twitter, Instagram, Youtube)
- personal quotes from the company owners
- events spearheaded by the company (social responsibility)
- self-made videos and not lifted from any influencers (could request
the Digital Marketing Head or team to make videos where they’re
the one giving insights)
- catchy content titles (those that are trending, i.e. Game of Thrones
inspired infographics)
Facebook
1. Verify Facebook account
2. Default picture / cover photo - thematic approach (based on
seasons, global events)
3. Post variety of original and relatable contents
4. Participate in different FB groups and actively share blog links
and other contents from Proweaver.
5. Aside from FB, theres a need to maximize Pinterest posting
also, because it generates higher number of sessions and page
views than Facebook
6. FB contents (graphics) must have a touch of femininity because
most of the likers and followers are female
7. Post FB contents in the morning at 6AM and 8PM in the
evening because most the fans are online on the said times.
8. Tracker for FB inquiries and its conversion to sales.
9. Active participation to different communities/groups online.
Off-page SEO
- Guest Blogging
- Submitting articles to different industry-related sites.
- Influencer Outreach
- Reach out influencers in the same industry to share contents.
- Forum Submission / Q and A Participation
- Participate in different industry-related forums/discussions to
share content links like quora.
- Social Bookmarking
- Submit blog links to various social bookmarking sites including
reddit, diigo, pearltree.
- Social Media Engagement
- Become active on different social media channels (FB and
Pinterest).
- Directory Submission
- Submit links to various industry-related directories.
- Infographic Submission
- Create and submit infographics to different sites like visually,
reddit/infographics.
- Document Sharing
- Create and share content (pdf or ppt format) at various document
sharing site such as slideshare.net.
Reputation Management
- Closely monitor online reviews to address negative feedback and
protect the reputation
Email Marketing / Support

- Develop an automated marketing campaign to offer email
marketing support (new service) to existing clients.
Video Marketing
- Via video marketing, the company increases its reach, grows its
revenue, and expands its operations
*Instructional
*Announcement
*Behind the scenes
*Event
*And more

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PROWEAVER, INC.

507-A Keppel Center, Cebu Business Park

A Study on the Marketing

Mr. Vick Archer Tancio

This marketing plan discusses the current competition, strengths, weaknesses,

- To increase the number of Proweaver employees (approximately 1000) by 2025.

III. MARKET RESEARCH

A. Competitive Analysis (*Digital Marketing)

a.1. Mobile Page Speed

MOBILE PAGE SPEED

a.2. Desktop Page Speed

DESKTOP PAGE SPEED

a.3. Domain Authority

a.4. Page Authority

a.5. Total Backlinks

a.6. Quality Backlinks

b. Social Media (Facebook)

b.1. Facebook Likes

b.3. Facebook Rating

 B2B Marketing  Mobile App Development

d. Competitor’s Social Media Contents

 Motivational Quotes  Teaser Photo (for upcoming promo and

a. Audience Overview (April 2019)

* Day(s) with the highest number of visitors: Wednesday (200+)

a.1. Demographics (April 2019)

In-Market Segment Users

a.4 Behavior (April 2019)

New vs Returning Visitor

User Type Users

Session Duration Sessions Pageviews

Device Category Users

Social Network Sessions Pageviews

b.4. FB People Engaged

b.5. Day(s) Most Fans are Online (Pacific Time Zone)

* Morning: 6AM - 723 fans

a. Leading Industry per State (Small Business Scale)

As of 2018, there are 30.2 million small businesses in the U.S.

Name of State Leading Industries According to Business Volume

Leading industry: Construction - 32,953 small businesses

Leading industry: Professional, Scientific, and Technical Services -

Leading industry: Construction - 60,145 Small businesses

This information is based on the data lifted from Orchestra.

Possible reasons are as follows: (Reference: SWOT; Weaknesses & Threats)

Top 5 States that have availed Proweaver’s services:

State Top industries that have served by Proweaver (2016-2018):

Leading Industry: Computers and electronics manufacturing

Leading Industry: Oil and gas extraction

Leading Industry: Ambulatory health care services

Leading Industry: Federal Reserve banks and credit services

Leading Industry: Ambulatory health care services

This information is based on the data lifted from Orchestra.

3. Beverage manufacturing - The beverage manufacturing industry includes soft drink

4. Other personal services - This industry includes a wide swath of businesses.

5. Direct selling establishments - The types of businesses in this industry include

6. Building finishing contractors - building finishing contractors may be on the list of

7. Offices of real estate agents and brokers

9. Specialized freight trucking- the specialized freight trucking industry, which

10. Architectural engineering, and related services - This industry includes

GOAL: To increase the number of employees

MARKET EXPANSION Proweaver could start considering other

Demand will increase

Human capital also increases

Proweaver could also venture to try