Author: Stephan Pire

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Marketing Technology

Use WordPress to build Landing Pages on the Keywords you own

Landing Pages are a key component of our Digital Marketing Channels Audit. WordPress can be used to build landing pages, and there are several ways to accomplish this. Here are a few options to build Landing Pages with WordPress:

  1. Using a landing page plugin: There are many plugins available in the WordPress repository that can help you create landing pages. Some of the popular options include Elementor, Beaver Builder, and Thrive Architect. These plugins offer drag-and-drop functionality and pre-designed templates to make it easy to create custom landing pages without any coding skills.
  2. Using a landing page theme: Another option is to use a landing page theme that is specifically designed for this purpose. These themes come with pre-designed templates and functionality that makes it easy to create and customize landing pages. Some examples of landing page themes are LeadEngine, Divi, and X Theme.
  3. Building a landing page from scratch: If you have coding skills, you can also build a landing page from scratch using WordPress. This involves creating a custom page template and adding your own HTML, CSS, and JavaScript code to create the landing page.

No matter which approach you choose, it’s important to make sure your landing page is optimised for conversions. This means including clear and compelling calls-to-action, using persuasive copy, and keeping the design simple and easy to navigate.

Categories
Technology

Tell your agency to stop modifying WordPress code

stop modifying WordPress code

It is important to stop modifying WordPress code, core files, themes, or plugins, because any modifications can break the functionality of your website or create security vulnerabilities.

4 reasons to stop modifying WordPress code

stop modifying WordPress code

For our Marketing Channels Audited customers, we always strongly suggest to get a WordPress website to publish Landing Pages with content about their owned keywords (see OGSM) and capture emails. Here are some reasons why modifying WordPress can be problematic:

1. It will delay your upgrades

If you modify WordPress core files, themes, or plugins, you may find it difficult to upgrade to the latest version. Upgrading may overwrite your modifications and potentially cause issues with your website.

2. You will lose Compatibility with all your plugins

WordPress is a complex software, and modifying core files can affect the compatibility of your website with other plugins and themes.

3. Your Site security will become vulnerable

Modifying WordPress can also create security vulnerabilities, making your website more susceptible to hacking and malware attacks. This is especially true if you are not familiar with secure coding practices.

4. You will lose the support of the WordPress Community

If you modify WordPress and something goes wrong, it may be difficult to get support from the WordPress community or plugin/theme developers. They may not be able to help you because of the modifications you have made.

Vilna Gaon will never allow modification on our WordPress sites

In summary, it is best to stop modifying WordPress code, core files, themes, or plugins unless you are an experienced developer and understand the implications of your modifications.

Instead, use plugins and themes that are designed to work with the latest version of WordPress and follow secure coding practices.

Categories
Marketing

OGSM vs OPSP – A winners’ match

At Vilna Gaon, we combine Procter & Gamble’s OGSM and ScaleUp’s OPSP . While the bout OGSM vs OPSP is a no-match, those 2 methodologies are perfect when aligned.

Procter & Gamble’s OGSM

OGSM by Procter & Gamble

OGSM is a strategic planning framework used by Procter & Gamble (P&G) and many other companies to develop and execute business strategies. OGSM stands for Objective, Goals, Strategies, and Measures, and it provides a clear and structured way to align teams and departments around a common set of objectives and goals.

Here is an overview of the OGSM framework used by P&G:

Playing to Win by AG Lafley
  1. Objective: The Objective is the long-term vision or mission of the company. It defines what the company wants to achieve in the future and serves as the guiding principle for all strategic planning activities.
  2. Goals: Goals are specific, measurable, and time-bound targets that are aligned with the objective. Goals provide a clear direction for the organization and help focus resources on what is most important. P&G uses a set of standard goal categories, such as volume, market share, sales growth, cost reduction, and productivity improvement.
  3. Strategies: Strategies are the high-level plans or initiatives that will be executed to achieve the goals. Strategies should be focused, realistic, and aligned with the company’s strengths and resources. P&G encourages teams to identify no more than five key strategies per goal.
  4. Measures: Measures are the metrics or KPIs that will be used to track progress against the goals and strategies. Measures should be specific, measurable, and relevant to the objective and goals. P&G uses a set of standard measures, such as sales, profit, share, customer satisfaction, and employee engagement.

P&G uses the OGSM framework to create a cascade of goals and strategies from the company level down to individual departments and employees. This helps ensure that everyone is aligned and working towards the same objectives, and it provides a structured way to monitor progress and adjust plans as necessary.

OPSP by Scale Up

OPSP stands for One-Page Strategic Plan, which is a simplified version of the traditional strategic plan developed by Scaling Up, a business coaching and training organization. The OPSP is designed to be a quick and easy-to-use tool for entrepreneurs and executives to align their team and focus on the most important strategic priorities.

Here are the key components of an OPSP:

  1. Values: This section outlines the company’s core values, which guide decision-making and behavior. It’s important to ensure that everyone on the team understands and embodies these values.
  2. Purpose: The purpose statement describes the company’s reason for existence and the impact it wants to make. It should be inspiring and motivating for both employees and customers.
  3. Big Hairy Audacious Goal (BHAG): The BHAG is a long-term (10-25 years) goal that stretches the company and inspires innovation and growth. It should be specific, measurable, and audacious.
  4. Brand Promise: The brand promise is the unique value proposition that the company offers to its customers. It should be clear, differentiated, and relevant.
  5. Key Initiatives: The key initiatives are the most important strategic priorities that the company needs to focus on in the next 12-24 months. These initiatives should be aligned with the BHAG and brand promise.
  6. Quarterly Priorities: The quarterly priorities are specific actions that need to be taken in the next 90 days to move the key initiatives forward. These priorities should be assigned to specific individuals or teams, with clear deadlines and accountability.
  7. Metrics: The metrics section outlines the key performance indicators (KPIs) that will be used to measure progress towards the BHAG, key initiatives, and quarterly priorities. It’s important to track and review these metrics regularly to ensure that the company is on track.

The OPSP is designed to be a living document that can be updated and revised as needed. It’s a powerful tool for aligning teams, focusing on the most important priorities, and driving growth and success.

Categories
Marketing

How to achieve Growing Household penetration?

Playing to Win by AG Lafley - How to achieve Growing Household penetration?

Household penetration is the percentage of households that use a particular product or service. Relentlessly growing household penetration is a critical goal for many businesses as it helps to increase market share and revenue.

We are relentlessy growing Household penetration

Here are some ways to achieve this:

  1. Understand your target audience: It is essential to understand your target audience’s needs, preferences, and behavior to create effective marketing campaigns that resonate with them. Conduct market research, analyze customer data, and use social media listening tools to gather insights about your audience.
  2. Focus on the benefits: Highlight the benefits of your product or service in your marketing campaigns. Focus on how your product or service can solve your target audience’s problems or meet their needs.
  3. Create brand awareness: Increasing brand awareness is a key step in growing household penetration. Use a combination of advertising, social media, influencer marketing, and PR to increase your brand’s visibility.
  4. Offer promotions and discounts: Promotions and discounts are effective ways to encourage trial and repeat purchase. Consider offering exclusive discounts and promotions to new customers or loyalty rewards to existing customers.
  5. Improve your product or service: Continuously improving your product or service based on customer feedback can help increase household penetration. Conduct surveys, gather feedback from customers, and use that information to make improvements that address their needs and preferences.
  6. Partner with complementary brands: Partnering with complementary brands can help increase your product’s exposure to a new audience. Look for opportunities to collaborate with brands that share your target audience and have similar values.
  7. Provide excellent customer service: Providing excellent customer service can help increase customer loyalty and advocacy, leading to positive word-of-mouth marketing that can drive household penetration. Make sure your customer service is responsive, knowledgeable, and friendly.

Increase Market Share and Revenue

By implementing these marketing strategies, businesses can relentlessly grow household penetration, increasing market share and revenue. At Vilna Gaon, we use AF Langley’s OGSM methodology and ScaleUp’s platform to do so.

Categories
Marketing

Vilna Gaon’s Franchising Guide

UPS Store Franchise Guide

A franchising guide typically includes a variety of elements that provide information and guidance for individuals or companies interested in starting a franchise business.

The Franchising Guide elements

UPS Store Franchising Guide

Some common elements that might be included in a franchising guide are:

  1. Introduction: This section provides an overview of franchising, including what it is and how it works.
  2. Franchise Models: This section describes the various franchise models, such as single-unit franchising, multi-unit franchising, area development, and master franchising.
  3. Franchise Fees: This section outlines the costs associated with starting a franchise, including initial franchise fees, ongoing royalties, and advertising fees.
  4. Training and Support: This section describes the training and support provided by the franchisor to help franchisees start and operate their businesses.
  5. Operations Manual: This section provides an overview of the operations manual, which is a comprehensive guide to running the franchise business.
  6. Marketing and Advertising: This section describes the marketing and advertising support provided by the franchisor, including national advertising campaigns and local marketing initiatives.
  7. Territory and Site Selection: This section outlines the process for selecting a location for the franchise business, including the criteria for selecting a territory and the support provided by the franchisor in selecting a site.
  8. Legal Considerations: This section describes the legal aspects of franchising, including the franchise agreement, disclosure documents, and franchise regulations.
  9. Financial Performance: This section provides information on the financial performance of the franchise, including historical financial data, revenue and expense projections, and return on investment.
  10. Franchisee Requirements: This section outlines the requirements for becoming a franchisee, including financial qualifications, business experience, and other criteria.

These are just a few of the common elements that may be included in a franchising guide. The specific contents of a franchising guide may vary depending on the franchisor and the type of franchise being offered.

What are the Franchise Business KPIs?

Key Performance Indicators (KPIs) are important metrics used by franchisors and franchisees to measure the success of a franchise business. Here are some common KPIs for franchise businesses:

  1. Franchisee Profitability: The profitability of franchisees is a critical KPI for the success of the franchise business. This KPI measures the revenue generated by the franchisee compared to the costs of running the franchise.
  2. Customer Satisfaction: Customer satisfaction is an important KPI for franchise businesses as it measures the satisfaction of customers with the products and services offered by the franchise. It is typically measured through surveys and customer feedback.
  3. Franchisee Turnover Rate: The turnover rate of franchisees is another important KPI for franchise businesses. This KPI measures the percentage of franchisees who leave the franchise network within a given period of time. A high turnover rate may indicate problems with the franchise system or the relationship between the franchisor and franchisee.
  4. Brand Recognition: Brand recognition is a KPI that measures the level of awareness and recognition of the franchise brand among customers. It is typically measured through market research and surveys.
  5. Unit Growth: Unit growth is a KPI that measures the number of franchise units that are added to the franchise network over a period of time. This KPI indicates the success of the franchise system in attracting new franchisees and expanding the franchise network.
  6. System-wide Sales: System-wide sales is a KPI that measures the total revenue generated by all franchise units in the franchise network. This KPI is important for measuring the overall success of the franchise business.
  7. Training and Support: The effectiveness of the training and support provided by the franchisor is another important KPI for franchise businesses. This KPI measures the ability of the franchisor to train and support franchisees in running their businesses effectively.

These are just a few common KPIs for franchise businesses. The specific KPIs used may vary depending on the industry, business model, and goals of the franchise business.

Case: How much is an UPS Store franchise?

The initial investment to open an UPS Store franchise ranges from approximately $150,000 to $450,000, depending on the location, size, and other factors. This investment covers expenses such as the franchise fee, equipment, signage, initial rent and security deposit, inventory, and other costs associated with starting a new business.

In addition to the initial investment, UPS Store franchisees are required to pay ongoing fees to the franchisor, including a monthly royalty fee based on a percentage of gross sales, an advertising fee, and other fees related to additional services and products offered by the franchisor.

The specific costs and fees associated with opening and operating an UPS Store franchise can vary widely depending on a variety of factors, such as the location, size, and local market conditions. It is important for potential franchisees to thoroughly review the franchise disclosure documents and speak with current and former franchisees to fully understand the costs and potential revenue associated with opening and operating an UPS Store franchise.

Categories
Marketing

Making your Retail Shop remarkable online

local shop remarkable online

At Vilna Gaon, we help you to get your Retail Shop remarkable online. That’s the way we work; we connect the physical experience to the online Marketing.

How do you make your Retail Shop remarkable online?

There are several ways to make your retail shop remarkable online, including:

  1. Create an attractive website: Your website is the first impression customers will have of your retail shop, so it’s important to make it visually appealing and easy to navigate. Use high-quality images, clear product descriptions, and make sure your website is mobile-friendly.
  2. Offer an exceptional online shopping experience: Make sure your customers have a seamless online shopping experience. This includes fast page loading speeds, easy checkout process, and multiple payment options.
  3. Use social media: Social media is a powerful tool to connect with your customers and showcase your products. Post regularly and engage with your audience to build a community around your brand.
  4. Utilize customer reviews: Positive customer reviews can help increase trust in your brand and encourage new customers to make a purchase. Encourage your customers to leave reviews and showcase them on your website and social media channels.
  5. Provide excellent customer service: Customer service is crucial in building a loyal customer base. Make sure to promptly respond to customer inquiries and complaints, and go above and beyond to exceed their expectations.
  6. Offer promotions and discounts: Offering promotions and discounts is a great way to attract new customers and retain existing ones. Use email marketing and social media to promote your offers.
  7. Stay up-to-date with the latest trends: Stay ahead of the competition by staying up-to-date with the latest industry trends and incorporating them into your business strategy. This can include offering new products, using new technologies, and implementing new marketing tactics.

How to Use social media to promote a local shop?

Vilna Gaon helps Local Shop to get remarkable

Social media is an effective and cost-efficient way to promote a local shop. Here are some tips to use social media to promote a local shop:

  1. Choose the right platforms: Choose the social media platforms that are popular among your target audience. For example, if you’re targeting younger customers, consider using Instagram and TikTok.
  2. Create engaging content: Create engaging content that showcases your products and services. Use high-quality images and videos, and make sure your posts are relevant and interesting.
  3. Use local hashtags: Use local hashtags to increase visibility and reach on social media. For example, use hashtags like #ShopLocal or #SupportSmallBusiness.
  4. Encourage user-generated content: Encourage your customers to share their experiences with your shop on social media by using a branded hashtag. This can help build a community around your brand and increase visibility.
  5. Offer promotions and discounts: Use social media to promote promotions and discounts to your followers. This can help attract new customers and retain existing ones.
  6. Collaborate with other local businesses: Collaborate with other local businesses and promote each other on social media. This can help increase exposure and attract new customers.
  7. Respond to customer inquiries: Make sure to respond to customer inquiries and complaints on social media in a timely and professional manner. This can help build trust and loyalty among your followers.

Remember to be consistent with your social media presence and engage with your audience regularly to keep your shop top of mind.Regenerate response

Categories
Audit

Auditing your Marketing Channels

Vilna Gaon Sales & Marketing Agency Multi Colored Logo Banner

Let’s audit your Marketing Channels. By doing so, we’ll spot parts to leverage.

Marketing Channels Audit

Do you use all the available Marketing Channels at their full extent?

Digital marketing channels are the various platforms and channels used by businesses to promote their products or services online. Here are some of the most common digital marketing channels:

  1. Search Engine Optimization (SEO): SEO involves optimizing a website’s content and structure to improve its visibility and ranking on search engine results pages (SERPs).
  2. Pay-Per-Click Advertising (PPC): PPC advertising involves placing ads on search engine results pages or social media platforms and paying each time a user clicks on the ad.
  3. Social Media Marketing (SMM): SMM involves using social media platforms like Facebook, Instagram, Twitter, and LinkedIn to promote a brand, engage with customers, and drive traffic to a website.
  4. Content Marketing: Content marketing involves creating and sharing valuable and relevant content to attract and retain a target audience. This can include blog posts, videos, infographics, and other forms of content.
  5. Email Marketing: Email marketing involves sending promotional messages or newsletters to a targeted list of email subscribers to promote products or services and maintain customer relationships.
  6. Influencer Marketing: Influencer marketing involves partnering with influencers or individuals with a large social media following to promote products or services to their audience.
  7. Affiliate Marketing: Affiliate marketing involves partnering with other businesses or individuals to promote a product or service in exchange for a commission on sales.
  8. Video Marketing: Video marketing involves using video content to promote a product or service. This can include social media videos, video ads, or branded video content on platforms like YouTube.

Each digital marketing channel has its own strengths and weaknesses, and businesses often use a combination of channels to create an effective digital marketing strategy.