This was an outcome from careful research and analysis for Ruby's Diner, and recommendations were presented to tackle each problem. Our recommendation includes the following:
1. Keywords recommendation for effective SEO
2. Localization strategy for restaurant
3. PPC strategy using Google Adwords and Analytics
4. Website content strategy
5. Social Media strategy e.g. Yelp, Facebook, Twitter, Instagram, Google+
6. E-mail Newsletter Design
10. Competitor’s SEO Keywords
IHOP = "IHOP, pancakes, eggs" (good example)
TGIF = "fridays, Friday’s, TGIF, TGIFridays, TGIFriday’s, Friday’s
restaurant, TGIF restaurant, restaurant, beer, bar, local bar,
drinks, bar drinks, happy hour, burger, salads, desserts, dinner
for two, pick two dinner, hamburger, appetizers, martini,
cheeseburger, tgi fridays, restaurant near, bartender, night out,
entrees, mixed drinks" (bad example)
These are not Ruby’s only competitor
11. Meta Descriptions
One description for all pages=lost opportunity.
"Ruby's Diner is the premier 1940's family restaurant, open for breakfast, lunch and dinner. Our menu includes award-winning
burgers, made-to-order milkshakes and fountain treats, and classic all-American fare. Shooby Dooby down to Ruby's for
authentic 1940's fun!"
SOLUTIONS:
Locations page: “Find the Ruby’s diner nearest to you”
Menu Page: “Amazing all-american burgers, shakes, and breakfast served all
day”
Franchise page: “Ruby’s offers restaurant franchising opportunities”
12. Qualitative Research
Interviews
Kids drives sales
Dinner-centric
Refillable Fries
All American Diner
Swing music
Post War Theme
Shakes are most
popular
Classic Ambiance
Great Customer Service
Nice Staff 50s Diner Nostalgic Restaurant
19. SEO Strategic Outcome
● General Keyword Strategy
○ Ensure current customers can find Ruby’s information
○ Allows relevant customers to discover Ruby’s Diner
● Local keyword strategy
○ will bring in local customers increasing franchise sales
■ Increase profitability
● Franchise
○ Increase franchisee leads
21. Search Engine Traffic
Google Search Engine = 67.6% of Traffic
Top 3 search results = 80% of Traffic
First Page of Google = Generates significant
traffic
22. On - Page Optimization
• Strategically place keywords throughout website
• 3- 4 Keywords per page
• Utilize our SEO keyword List
33. Landing Page Optimization
• Optimize landing pages
• to generate higher Quality Score
• A/B testing
• Such as using two different conversion strategy
to test which one has higher conversion rate
• e.g. layout A vs layout B
• Spend less → Higher ROI
40. Why Social Media?
• Build Brand Loyalty
• Why Loyalty
• Lower Costs
• Customer Service Role
• Increase Popularity
• Links
41. What Can Be Improved
● What persona to project
● Content strategy across channels
● More engagement=more followers/likes
● Quick response time to complaints
42. Facebook
● Hub for social media activity
● Info about new store promotions
● Use photo albums (own/shared)
● Measure via page likes/reach
43. Twitter
● Best channel to share events or food truck
locations
● Retweet and recognize others
● Links to blog
● #Challenges
● Measure by retweet, mentions, followers
44. Instagram
● Highlight each location’s uniqueness
● Specific promos/items
● Single shots/collages- distinguish from FB
● Appeal to “foodies”
● Instagram challenges
● Measure by followers, hashtags, likes
45. Google+
● Higher ranks on search page
● Facilitate user reviews much like Yelp
● Build local pages
49. Conversion
Overall Objective:
Increase Sales of Ruby’s Store
Secondary Objectives:
Increase number of site visitors that sign up for
Ruby’s eClub
Increase number of requests for franchising
information
50. User Experience
• No. 1 role in converting website traffic into
customers
• Understand user-behavior
• implement changes
• A/B Testing
51. Online Menu Problem
• PDF Copy of In-store Menu
• Lost opportunity for specific keywords
• Less responsiveness for mobile devices
• Less space available for attractive imagery
52. Menu Solution
• Large Menu button placed in the middle of
landing page
• Menu categories as separate pages on
restaurant website
• Attractive Imagery
• Responsive Menu pages
53.
54. eClub Newsletter
• Create persuasion/ desire; exclusivity
• Large Call-to-action buttons
• Display sign-up value proposition strategically
55. Franchise Page
Problem
Franchise page treated the same as other pages
instead of designed to attract prospective or current
business owners interested in the franchise
Solution
• Different layout aimed towards targeted
demographic
• Create a more attractive value proposition
• Call-to-Action
• Request more franchising information
56. A/B TESTING
• Implement Changes
• Identify another problem
• Implement change
• Compare changes with conversion rates
• Repeat
59. Why E-mail
•E-mail has the highest ROI of all different forms of marketing
•It is the most preferred by consumers
•Allows for better brand awareness and relationship building
•A cheap and effective method
60. How to Generate E-mails
● The layout and content are key to a successful campaign
○ Position the logo top and center, and create a focal point
for the e-mail
○ A call to action – try new burgers, like us on FB, twitter
for more information, etc.
○ A Z-format is best for consumers and readers
○ Train and incentivize your staff
● Offering different incentives and deals, such as birthday
“freebies”
○ Ruby’s can offer ‘burger of the week’ spotlight or discount
○ BOGO, Birthday Sundaes, etc.
61. How to Measure Success
• Multiple Methods
• Opens
• Clicks
• Conversions
• We measure an e-mail layout’s content/success through
these methods
• Through adjustment, we can see what style and content
produces the highest conversion rates
62.
63. Strategy Implementation
• Setting up a new, more optimal keyword strategy
• Giving different keywords to different pages
• Taking advantage of different social media channels to gain
and grow customer loyalty and relationships
• Generating traffic (organic/ppc) to increase sales, and
frachise leads
• Optimize website design to increase newsletter, and
franchise leads
• Using e-mail to its full potential and training staff
