THIS IS THE BRIEF(TASK) REORT 3000 WORDS.

READ IT CLEARLY AS MAIN FOCUS IS

ACQUISITION, CONVERSION AND RETENSION
BRIEF: Your task is to AUDIT the current use of digital communications channels by a
company that fits the criteria below and subsequently develop a testing and optimisation
plan, together with a supporting rationale, designed to improve the acquisition, conversion
and retention performance. The word limit for the report is 3,000 words (excluding
executive summary, references and appendices). You have the following options:

 You must select an SME company with fewer than 250 staff with an annual turnover
less than£50m.
 You may choose the organisation that you are currently working for (if it meets the
above criteria).
 It is an advantage to choose an existing organisation or brand which is currently
experiencing challenges with their digital marketing.
You cannot choose a fictional organisation.
The Digital Communications Tools Optimisation Plan should demonstrate that you can
assess:
• Which digital tools a company is currently using?
• If they are making efficient use of the tools
• Are they developing the right content?
• If there are alternative digital communications tools the company should consider?
• How a testing and optimising strategy would improve campaign performance

THIS IS DIGITAL MARKETING TOOL AUDIT OUTLINE(USE THIS OUTLINE)

VERY IMPORTANT YOU FOCUS ON THE ISSUES YOU FOUND ON Eatnakd,
Justify what you say with reference and compare with the competitors
Cofresh.co.uk and Bearsnack.co.uk
PLEASE SAVE THE REFERENCES AS THEY WILL BE GOING IN THE REFERENCE SECTION, INCLUDING
YOUR REFERENCES FROM YOUR RESEARCH. Remember to open them and take a screenshot if
needed on the relevant DATA SNIPPETS and to be able to do the ASSESSMENT and AUDIT. ALWAYS
JUSTIFY WHAT YOU ARE SAYING AND DON’T FORGET TO COMPARE SOME PART WITH
COMPETITORS.

PLEASE CHECK THE ARTISAN BUISCUIT AND THE EYE STUDIO SAMPLE PAPER TO UNDERSTAND HOW
TO AUDIT an SME. I HAVE ATTACHED THEM IN THE GOOGLEDRIVE. OPEN ALL THE DOC AS ITS ALL
RELATED TO THE AUDIT. THERE ARE TEMPLATES FOR SWOT, PERSONA ETC

1. Cover Page: Marketing Tools Audit Report, Eatnakd, Name, Student No

2. Executive Summary:
3. Table of Contents
4. Company Overview: well known for nutritious, natural, healthy eating etc
5. SWOT Analysis (in a table) Please focus on what is the big issue for EATNAKD eg Competitors so
Eatnakd will have to stand out. BREXIT, COVID-19, with brexit their importation of cashew nuts
will be affected. Please back your evidence and justify what you are saying. VERY IMPORTANT to
save the references
6. What is the SMART OBJECTIVE ( just 1) be very clear. I would suggest the objective: IMPROVE
THEIR BRAND AWARENESS of selling healthy snack in the UK MARKET as a result to drive
engagement with prospect of attracting new customer and maximising their turnover by 10%.
SMART OBJECTIVE IN A TABLE

Specific
Measurable
Achievable
Realistic
Time

7. Marketing Mix (in a table)

8. Market and Competition (brief writing and a graph)A data snippet of Eatnakd and their
competitors positioning. ( its in the research I carried out for the competitors) PLEASE HAVE A
LOOK AT THE EYE STUDIO SAMPLE PAPER HOW THEY POSITIONED THEIR MARKET AND
COMPETITORS BRIEFLY WITH A GRAPH AND IMAGE
9. Make a TABLE OF THE MARKETING FUNNEL. (AWARENESS, CONSIDERATION,
CONVERSION,LOYALTY AND ADVOCACY. Find a perceptual mapping to show your stages: VERY
IMPORTANT and explain the stages for Eatnakd.com

10. Digital Channels they are using( its on their website): Add the channels they are using with a
screenshot of each channel such as Bing, Google, Facebook, Instagram, Twitter. (I added some
links below of the digital channels)
11. Audience Segments PERSONA: You need to create a persona (Customer Profile) in a table. It
should be a person that is health conscious and has a busy day. I added a persona template in
the documents sent to you. Its all in the GOOGLE DRIVE
12. Current Usage of Digital Tools (Audit) REMEMBER TO COMPARE COMPETITORS.
 WEBSITE (brief description on what Digital tool the Eatnakd is currently using?eg
facebook, Instagram, twitter, Email for signing up offers and news, Blog, They have a
call to action page “Want to stock us”
 The layout of their Website desktop version. (I noticed these things when I
researched the website) The loading time was slow according to research from
GTMetrix Grade below.)
 They were using long sentences in their keywords(please refer to the research
reports I carried out. Anythingthing in red are the issues in the report) there are lots
of things to talk about in regard to the WEBSITE Audit. Remember to add the
snippets of whatever you are talking about just as I did below.
 Talk about their rank 63/100, Title tag, Meta Description, Headings(Its all in the
WOORANK research) Look at sample papers to guide you
 Talk about the KEYWORDS: Its in the Ri-REPORT in the Google drive. All this are in
the Google Drive. I can’t do all the snippet. See below the attached. More Reports in
 Goggle Drive.Eg You need to make a table Total Keyword, Searches, Average
positioning, countries, Site Visitors per month, Financial value compare it to their
competitors.


7.Traffic to the Website(SEO) (This is in the SEMrush research report) Talk Briefly about the paid
traffic with attached Graph snippet

 Talk Briefly about the Organic traffic with attached Graph snippet
 Talk about the Top Organic Keyword and Organic search position with an image to show.
 Do the same for the competitors

8. Talk about the Referral Site with a Data snippet and the competitor referral site with snippet
9.Talk about the Sitelinks site with a Data Snippet. Do the same for the competitors
10. Talk about the Site Crawl ( Canonical with a data Snippet), Talk about their ORGANIC KEY WORDS
11. Talk about the Site Indexing( Is there a broken links? Show the data Snippet, TALK ABOUT THE
WEBPAGE BACKLINK. FOLLOW EXAMPLE FROM ARTISAN BUISCUIT SAMPLE PAPER TO CREAT A
TABLE FOR THE WEBSITE ANALYTICS
12. Now Talk about their Blog. Don’t forget to add the Screen shot of their Blog and DATA SNIPPET of
their blog how it is performing eg. How many articles, the engagements, trends
13. Now talk about the (SOCIAL MEDIA)
 Facebook,
 Instagram,
 Bing,
 Google. With Goggle look for the reviews, results when people type in Eatnakd, and how
many seconds it takes to load. Twitter you need to check how many followers, What are
their contents like on Facebook, Instagram and twitter. What are their hashtags saying in
each social media channels. PLEASE DON’T FORGET TO ADD SCREENSHOTS OF THEIR
HASHTAGS DATA SNIPPET.(WHAT EVER YOU ARE ANALYSING AND SAYING BACK IT UP WITH
EVEIDENCE. What is Eatnakd real Engagement on their Instagram, Facebook and twitter
page and briefly explain their metrix. REMEMBER YOU NEED TO ADD each digital channel
SNIPPETs to show exactly what you are talking about. REAL ENGAGEMENT means likes,
retweets, post captions, . SINCE THEY HAVE NO LINKEIN mention it, give a Social Media
Overview and Recommendation recommending on all the troubles with the SOCIAL MEDIA
IN GENERAL. Their DIGITAL CHANNELS are Facebook, Twitter, Instagram, Bing, Google search
& map.
 Eatnakd do not have a LinkedIn account. The business is a B2B and B2C. They should have a
LinkedIn account yet, they had an account https://www.linkedin.com/company/natural-
balance-foods, But the account is on the verge of closing and they are using the sites in
redirecting their customers to the main site Eatnakd.com

 The overall performance score is 63/100. This indicates there are errors on the Website.
Some of the relevant errors highlighted are
 The On-page content, the website is in English but need to specify a language as there is no
language specified yet. To specify a language, we need to use the meta language attribute to
declare an intended language on each page the site with a HTML code.
 It is not every version of the page point to the same URL. There search engines see
www.eatnakd.com/website and eatnakd.com/website as two different websites with the
same content, meaning seeing a lot of duplicate content. With this said a 301 redirect need
to be in place to enable the redirection of traffic to the preferred (secondary domain) mainly
issues of this kind is caused due to the errors with SSL configuration

 Under the Indexing page. There is an XML sitemap for eatnakd.com/website but was not
referenced in the robots.txt file. To ensure the search engines and other crawlers are easily
accessed on the website the XML sitemap should be reference in the robots.txt file. It should
only be included in areas we want the search engines to crawl

 There are errors on the canonical tags as it is using an unsecure HTTP protocol instead of
HTTPS. It is vital that the canonical tags are fixed as it tells Google which page, we want to
appear in search engines. This can be fixed through HTTP headers or in the <link>tag in the
<head>

 The Mobile was mobile friendly and super optimised. But the Tap targets are too small in
pixel size and overlaps target.

  Part of the image in the open graph protocol under the structured data is missing. This is the
integration of webpage with its social media platform. Also, part of the image of from the
twitter title page and description is missing.

 The Domain-based message authentication, reporting and conformance (DMARC) record is
missing. With DMARC we are able control what happens when a message(email) fails
authentication tests. A DMARC record need to be set up.

 Modern websites are SSL secured (HTTP)as it provides extra security layer while logging in to
the web service. Under the Security, the headers are not set up to use HTTP strict transport
security (HSTS). The SSL certificate expires in a month.

 Under the accessibility page, it shows the text element do not have a sufficient colour
contrast between the text and the background. It makes it hard for website visitors to read
the content. The ideal colour contrast should be 4.5:1 for small text or 3.1 for large text.

 The errors highlighted on the off page are
 The quality assessment on the Backlinks is bad. The links need to be audited, the quality
need to be evaluated and we can build new links or reclaim old links.
 The traffic to the site is very low compared to the competitor’s website. The social media
homepage is sometime shared on social network. Nakd should learn to engage their social
media audience and creating a consistent fan base. The Linked account was not found. They
need to add their LinkedIn account.
 CHECK THIS WEBSITE. It explains Eatnakd advertise and campaign on Television also lets us
know how their campaign is carried out by listening to their target audience
 https://www.totalmedia.co.uk/work/nakd/ Accessed on 10/05/21
 They also have a store front(advertising) in Amazon
 https://www.amazon.co.uk/stores/Nakd/page/3F7F5B97-7434-4972-B985-CA00F4C0569B?
ref_=ast_bln Accessed on 10/05/21

 High Lights: There are more reports from ALEXA.com and SEMrush tools attached in
GOOGLEDRIVE. YOU HAVE TO DO YOUR OWN RESEARCH.
 The Analysis should be done for the competitors as well. WE HAVE TO COMPARE ALL
EATNAKD SOCIAL MEDIA WITH THE COMPETITORS SOCIAL MEDIA. VERY IMPORTANT. MAKE
A TABLE FOR FACEBOOK FOR EATNAKD, AND THE TWO COMPETITORS eg below

followers Engage Reactions, Likes Comment Posts Per Reactions

ment comment & s Interac per post
shares tion
Eatnakd.com
Bearsnacks.co.
uk
Cofresh.co.uk

13. INFLUENCER: This is one of there influencer. Please take about Their influencer Marketing with a
data snippet. The link is https://celeryandcupcakes.wordpress.com/2011/01/17/eat-nakd/
 YOU CAN USE HER TO CREATE A PERSONA AS SHE TELLS ABOUT HER SELF
14. EMAIL MARKETING: They have a sign up page for exclusive offers and news. TAKE A
SCREENSHOT OF IT AND ADD THE SNIPPET. Talk about it if it has been use to its potential or not?
Or should they be using exit intent pop up so as customer abandoning their site are prompted to
sign up to the emailing list and therefore turn into a subscriber
15. SOCIAL MEDIA REVIEW AND RECOMMENDATIONS.
16. INSIGHTS AND WHAT NEED TO BE DEVELOPED: Check out the EYE STUDIO ON HOW THEY
CREATED A TABLE ON WHAT NEED TO BE DEVELOPED
17. CONCLUSION:

This is the PART 2 task: Your 15-minute PITCH should demonstrate that you
can:
• Develop testing and optimisation content matrix designed to optimise a
specific acquisition,
conversion or retention campaign for the target SME business.

 https://www.bing.com/search?q=eatnakd+uk&qs=UT&pq=eatnakd&sk=MT1&sc=6-
7&cvid=EE19CCE08E3445CEBA9F7879E2DEFBBE&FORM=QBLH&sp=2 Accessed on 8/5/2021
 https://www.retailtimes.co.uk/natural-balance-foods-drives-nakd-ambition-to-top-
healthier-snacking/ Accessed on 8/5/2021

 https://www.facebook.com/eatnakd/Face book Accessed 10/5/21

 https://twitter.com/nakd Twitter Accessed 10/5/21
 https://www.instagram.com/nakdwholefoods/ Instagram Accessed 10/5/21
 https://www.alexa.com/siteaudit/report2/index/1823935Accessed 10/05/21
 https://www.statista.com/statistics/788135/leading-snack-bar-brands-ranked-by-market-
share-in-the-united-kingdom/ Accessed 18/05/2021
Website desktop image (you need find the mobile version)?