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    This document discusses a case study of a small wellness store called Alternatives For Health Apothecary. The author created an updated website and took over the store's Facebook page to improve their digital marketing. Over the first month, their social media following grew by 40% and website traffic increased. They also saw an increase in local store traffic and sales to customers outside the state who found them online. The case study demonstrates that digital marketing can make a positive difference for small businesses.

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    This document discusses a case study of a small wellness store called Alternatives For Health Apothecary. The author created an updated website and took over the store's Facebook page to improve their digital marketing. Over the first month, their social media following grew by 40% and website traffic increased. They also saw an increase in local store traffic and sales to customers outside the state who found them online. The case study demonstrates that digital marketing can make a positive difference for small businesses.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    Download as pdf or txt
    81 views9 pages

    Small Business Digital Marketing 2

    Uploaded by

    api-479814287
    This document discusses a case study of a small wellness store called Alternatives For Health Apothecary. The author created an updated website and took over the store's Facebook page to improve their digital marketing. Over the first month, their social media following grew by 40% and website traffic increased. They also saw an increase in local store traffic and sales to customers outside the state who found them online. The case study demonstrates that digital marketing can make a positive difference for small businesses.

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    © All Rights Reserved
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    Flag for inappropriate content
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    of 9

    Small Business

    Digital Marketing
    By Maren LaBonte
    Intro
    ● Small Businesses are important, they make up ½ of our GDP.

    ● They give towns a personality, have independence, and employ ½ of us.

    ● Small Businesses need social media and digital presence to thrive in a

    changing market.

    ● I decided to prove this with a case study of a local business.


    Marketing Plan
    ● Case study on Alternatives For Health Apothecary, A wellness store in Sturbridge MA
    ● Create an updated Website and take over store’s Facebook Page.
    ● Current website old and not pleasing to look at, current Facebook page doesn't look
    professional, lacks easy to read info.
    ● Why FB and Website? FB already has good foundation and easy upkeep. Website looks
    outdated and untrustworthy.
    ● FB focus points: adding pictures to all posts, Giving information about events,
    showcasing products, building up a presence in the community.
    ● Website focus points: Make the site look more professional and easy to use.
    Marketing Plan pt 2
    ● Demographics: Women, elderly, young families
    ● Posts: Nature theme, greens, neutrals, feminine fonts, aesthetically
    pleasing etc. to bring attention to target market
    ● Keep writings short and sweet with the occasional exception to mix things
    up and give in depth information.
    ● Include photos and links in each post to increase “clickability” and make it
    easy for consumers to find product/service.
    Execution: Website
    ● New modern format
    ● Pictures and descriptions
    of items
    ● Event and newsletter tabs
    ● Easy navigation
    ● Purpose is to make
    people want to use the
    site instead of avoiding it
    like many are now.
    ● Original site:
    https://www.alternatives-
    4health.com/
    Execution: Facebook
    ● Three posts a week Mon
    Wed Fri.
    ● Mon= product promotion
    ● Wednesday= info,
    products, and mic.
    ● Fridays= event promotion
    ● Professional revamp
    ● Consistency to bring up
    interest, interactions, and
    brand recognition
    Results
    ● Products have been sold to people living in other states (saw from
    facebook page and ordered on website).
    ● There have been more messages about joining classes (the $400 ones)
    ● Liked increased by 40% in November (20)
    ● Page reach/views increased by 107%
    ● Website activity increased
    ● In store activity increased
    ● Community feedback: Positive
    ● If paying for boosted posts was an option, reach would increase over
    500% to existing and potential customers.
    Conclusion

    ● Small business is important to communities and people in general.


    ● Social Media marketing and a new website do make a difference in online
    traffic and in store traffic.
    ● Higher traffic leads to higher awareness and sales.
    ● In one month it’s hard to fix every problem and make every post work.
    With time and trial and error, social media pages get better and better.
    Sources
    ● Alford, P., & Page, S. J. (2015). Marketing technology for adoption by small business. The Service Industries Journal,
    35(11-12), 655–669. doi: 10.1080/02642069.2015.1062884
    https://www.tandfonline.com/doi/full/10.1080/02642069.2015.1062884

    ● Gholston, K., & Kuofie, M. (2016). Social Media for Marketing by Small Businesses. Journal of Marketing and Management,
    7(1), 24–39.

    ● Jones, N., Borgman, R., & Ulusoy, E. (2015). Impact of social media on small businesses. Journal of Small Business and
    Enterprise Development. Retrieved from https://www.emerald.com/insight/content/doi/10.1108/JSBED-09-2013-0133/full/html

    ● Lamb, C. W., Hair, J. F., & McDaniel, C. (2013). Marketing. Mason, OH: South-Western/Cengage Learning.

    ● Makhitha, K. (2016). Do small craft businesses need strategic marketing to survive? Investment Management and Financial
    Innovations, 13(2), 399–404. doi: 10.21511/imfi.13(2-2).2016.15
    https://businessperspectives.org/investment-management-and-financial-innovations/issue-2-cont-8/do-small-craft-businesses-nee
    d-strategic-marketing-to-survive

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