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Digital Marketing Strategy for XMARTIAL
Project Overview
Introduction
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Project Goal
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What is XMartial?
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Why create a Digital Marketing Strategy for XMartial?
XMartial's Digital Marketing Presence
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Successes of current Digital Marketing Strategy
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Shortcomings of current Digital Marketing Strategy
Competitive Analysis
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Analyze the Digital Marketing strategy of competition
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What Digital Marketing techniques could XMartial add into their strategy?
Consumer Insights
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Interviews with Jiu Jitsu Athletes
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Personas
Proposed Marketing Initiatives
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Recommendations to improve current Digital Marketing presence based off of consumer insights and competitor strategies
Conclusion
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Recap of current Digital Marketing Presence
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My Recommendations
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Potential Gaps in Recommendations
Introduction
Project Goal
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Increase XMartial's digital presence amongst Jiu Jitsu Athletes in British Columbia, Canada
What is XMartial?
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XMartial is a Brazilian Jiu Jitsu (BJJ) brand based out of Vancouver, B.C and was founded in 2016
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Their products include rash guards, shorts, and general workout gear such as hoodies, sports bras, and gym bags
Why Focus on XMartial's Digital Marketing Strategy?
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XMartial has no physical stores, the entire Customer Journey will take place online
XMartial's Digital Presence
Current Digital Presence
(Via Similarweb, May and June 2023)
Device Distribution:
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Mobile = 83.75%
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Desktop = 16.25%
Successes:
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Strong Search Engine Marketing (SEO, PPC) as organic and paid search are responsible for more than half of all site traffic
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Direct Traffic responsible for 1/4 of all site traffic
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Gaps in Current Digital Presence
(Via Similarweb, May and June 2023)
Shortcomings:
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Limited traffic via Social Media Marketing (9.9%) with Instagram accounting for 0.31% of social traffic
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Ineffective Email Marketing limits the ability to push existing customers towards the adoption, retention, expansion, and advocacy stages of the Customer Journey
Competitive Analysis
Future Kimonos
(Via Similarweb, May and June 2023)
Successes:
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Despite only having 42.9K followers on Instagram (less than XMartial), they receive a significant amount of traffic (34%) from Social Media
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Use Sponsored Ads (Retargeting/Remarketing) via stories and posts intended for those who had interacted with their website and Instagram page
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Partner with consensus #1 submission grappler in the world, Gordon Ryan
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Organic Search is responsible for 40% of all traffic, with 2/5 top Organic Search terms including "Gordon Ryan"
Opportunities for XMartial:
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Paid Social Media ads to increase brand awareness
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Remarketing/Retargeting those who have interacted with website and social media pages
Shoyoroll
(Via Similarweb, May and June 2023)
Successes:
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Have a large following on Instagram (205,000) with 74% of all social traffic coming from the platform
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Created content called "The Jiu Jitsu Tapes" that averages 100K views on Instagram
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Recognizable brand name as Organic Search is responsible for 42.59% of all traffic with 91% of Organic Searches being Branded Search
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Direct Search is responsible for 39.14% of all traffic
Opportunities for XMartial:
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Active social media content creation can create sense of community, increasing awareness and loyalty
Customer Research
Interview Questions for Jiu Jitsu Practitioners
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What is your primary method of media consumption?
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What social media platform do you use the most?
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Do you follow any Jiu Jitsu Apparel companies on social media?
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Can you tell me about the last time you bought Jiu Jitsu gear?
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Can you tell me about the last Jiu Jitsu related post you interacted with online?
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Have you ever bought a Jiu Jitsu related product after seeing it advertised by a business or athlete on social media?
Takeaways
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Smartphones were the #1 source of media consumption for those interviewed
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Instagram was the most used Social Media App, followed by TikTok
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Jiu Jitsu practitioners value the endorsement of high profile athletes
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Being targeted for Jiu Jitsu products is viewed positively as it can be hard to find good deals as Jiu Jitsu is still considered a niche sport
Customer Persona
Proposed Marketing Initiatives
1.) Increase Brand Awareness and Website Visits via Paid Instagram Ads
Create saved audiences via Meta Business Manager
Saved Audience: Based off Visitor Data of XMartial
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Location: Major cities in Canada & USA
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Age: 18-39
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Gender: Male
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Language: English
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Interests: Competitor Brands, Exercise, Fitness
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Behaviours: Purchase History, Competitor webpages viewed
Success Metrics:
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Track increases in Impressions - (# of times that your content has been seen)
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Track Click Through Rate (CTR) - % of impressions that received links clicked out of the total number of impressions (clicks/impressions)
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A CTR of 2%-5% would be successful
2.) Increase Interest, Consideration, and Intent via Remarketing
Leverage Remarketing to eventually win business from those who have visited the site
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XMartial had 449,721 total page visits in May and June 2023, but not all who visited these pages made purchases
Remarket towards:
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Those who've visited the XMartial website
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Those who've visited competitor webpages
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Paid Instagram Remarketing Ads will remind prospective customers about XMartial products
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Paid Instagram Remarketing Ads will introduce in-market audiences to XMartial as they may be browsing competitor webpages
Success Metrics:
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Click Through Rate (CTR) = % of impressions that received links clicked out of the total number of impressions (clicks/impressions)
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Conversion Rates = % of users who completed a desired action such as adding items to cart, completing a purchase, etc.
3.) Retain Existing Customers via Email Marketing Campaigns
Revamp XMartial's Email Marketing strategy to better transition customers to Advocacy stage of Customer Journey
3 Drip Campaigns
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Post-Purchase / Welcome Campaign
Makes new customers feel like they've joined a community and that their business is appreciated
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User Engagement Campaigns
Similar to Remarketing ads on Instagram, we can use engagement campaigns to bring back past customers by recommending popular products or products we think they'd like
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Empty / Abandoned Cart Campaign
Reminds existing customers about completing a purchase
Other recommendations
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Include a sender name, for example: "Zack from XMartial" as this is less likely to be perceived as spam
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Personalize subject lines by including customer name and try to pique interest via emojis or humour
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Ensure pre-header text comes off as conversational
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Have clear CTAs such as easy to see and well defined buttons/links
Conclusion
Current Digital Marketing Strategy
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XMartial excels in Search Engine Marketing (SEM) but they are lacking significantly with website visits via Social Media Marketing. XMartial only receives 9.9% of their page visits from social platforms, with Instagram only accounting for 0.31% of all social related website visits. Another pain point for XMartial's digital strategy was their email marketing as it only accounted for 0.2% of site traffic.
Moving forward
Future digital marketing strategies should include a combination of quantitative and qualitative research. Quantitative research methods such as surveys help illustrate "what" is happening while qualitative research methods such as user interviews illustrate "why" these trends are happening. Surveys, for example, will help illustrate current social media trends while interviews will shed light on why these trends are dominating. Combining quantitative research such as data from surveys with data from Similarweb and Semrush will help build a stronger foundation for future strategies to be built.
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