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Dark Woods Coffee is a coffee roaster located in West Yorkshire Pennines. The taste of the
coffee is very popular to the people in this region. This firm has started its coffee shops in 2013
but this company has large experience in roasting, sourcing, consultancy, training and machine
development in the UK coffee industry (Dark Woods Coffee, 2020). This company has greater
scope of knowledge and expertise by which this company has established positive brand image
in the UK café and restaurant industry. This company is totally customers based and customers
enjoy very much in the coffee shop by drinking coffee and other drinks. But this digital age
appeal that business firm has to develop its digital platforms to advertise and promote the
products to the customers. This report focuses the digital marketing portfolio design of Dark
Woods Coffee. Firstly, it represents the way of advertising campaigns for Dark Woods Coffee by
using Facebook. Then, this represents the SEO strategy for Dark Woods Coffee. Finally, this
paper performs the Web (Google) Analytics for Dark Woods Coffee to ensure better digital
portfolio for the company.

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Types of Facebook ads
Facebook is one of the popular and largest online and social media platforms at which a large
number of potential customers. Business firms including Dark woods coffee can use this social
media platform for advertising their products and services. Newberry (2019) stated that the
Facebook ads can be categorized under several types including image ads, video ads, video poll
ads, carousel ads, slideshow ads, collection ads, Instant experience ads, stories ads, messenger
ads and playable ads. Morrison (2018) stated that Image ads are the simple ads and business
firms can create page and share the image of products and services towards the users. In case of
Video ads, products information is sharing by making video in the News Feed and Stories of the
Company page (Newberry, 2019). Business firms also create video polls in Facebook to share
ads that help to increase brand awareness of the potential customers. After that, a carousel ad
contains 10 images or videos to present the information of product or service in the Facebook.
Walter (2019) stated that Slideshow is another type of Facebook ads and it is easy way ot share
short video ads with photos, text, or video clips. The collection ads show in the mobile phones at
which customers can show 5 products in one click (Morrison, 2018). Another type of facebook
ads is instant experience ads that referred as Canvas that presents through full screen method
(Newberry, 2019). Additionally, Facebook has several types ads lead ads, messenger ads and
stories ads to connect with customers by the company.

Planning Facebook advertising campaign for Facebook for Dark Woods Coffee
According to Meyer and Allen (2017), every business firm has to create plan for using facebook
as advertising campaign platform to survive in this digital and competitive business platform. In
case of Dark woods coffee, the Facebook Ads Manager create Facebook page and follow the
following stages to share the ads of the company in the Facebook.

Step 1: Choose objective for Dark Woods Coffee

The Facebook ads manager of Darks woods coffee firstly chooses the objectives for advertising
Campaigns in the Facebook. The advertising Campaigns in the Facebook of Darks woods coffee
are used to increase the brand awareness of the new audience. Then, it is used to reach the
targeted audience as large as possible (Newberry, 2019). Additionally, Darks woods coffee has
to use facebook ads for driving traffic to web page, app, or Facebook page of the company. It is
also applied to engage more audience and get the opportunity for people to install the firm’s app.

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Darks woods coffee has to use Facebook ads for increasing the viewers of the videos and leading
the new generation. Darks woods coffee has to use Facebook ads for messaging the customers
and making conversation with the customers. Additionally, the catalog sales and store traffic are
also the reasons of using Facebook ads (Meyer and Allen, 2017). Most importantly, Darks woods
coffee has used the facebook ads for engaging more audience in their Facebook page.

Step 2: Name of campaign

After selecting objectives, the Facebook manager has to set up the name of campaign of the
Facebook (Newberry, 2019). Darks woods coffee has used the Facebook ads for engaging more
audience in their Facebook page. Therefore, the engagement objective requires more focusing on
the post engagement, likes and comments.

Step 3: Set up ad account

After selecting name of the campaign, the company has to set up an ad account and set up all
requirements for running the account (Meyer and Allen, 2017). This account of Darks woods
coffee contains all the relevant information about the company with its areas and products.

Step 4: Target audience

After setting account, Darks woods coffee has to make target the audience and chose the way of
promoting page. The page needs to scroll down system to start building the target audience for
the ads and initiate target the audience by their location, age, gender, and language (Newberry,
2019). After selections, monitor the engagement of the audience on the Facebook page by
analyzing the like, comments and feedbacks of the audiences (Meyer and Allen, 2017). Then,
the firm needs to target and connect people in the Facebook Page and app of the company.

Step 5: Choose Facebook ad placements

At the fifth stage, Darks woods coffee has to choose the place at which ads will appear.
Automatic placements are considered as the most popular palce of Facebook advertising
(Newberry, 2019). Darks woods coffee can be used some specific locations including news
feeds, stories, article, apps and stream videos and messengers.

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Step 6: Set budget and schedule
After choosing Facebook ad placements, Darks woods coffee has to set the budget for spending
due to Facebook ad campaign. After that, Darks woods coffee has to set the time schedule of the
Facebook ad campaign. Darks woods coffee has to try for reducing cost of the advertising and
ensure effective schedule for increasing the customers’ involvement.

Step 7: Create ads

Finally, Darks woods coffee has to select the ad format and enter the text and media components
for the ads of the company. The formats will differ from one to another on the basis of objective
and process (Newberry, 2019). The ad formats of Darks woods coffee should be in the potential
placements by which potential customers can easily see the ads of the company in the Facebook
platform.

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According to Linchpinseo (2018), SEO indicates the search engine optimization strategy that
includes the process of planning outlining and implementing for designing and improving the
position and quality of the search engine. It is used to drive traffic, sales, increase brand
awareness, and ensure business position in the online platform (Eyerer, 2017). This strategy is
helpful for new business development and marketing strategy. In this strategy, some steps have
to be followed by the business firms including Dark woods coffee.

Step 1: On-site optimization for Dark Woods Coffee

To boost up the Search engines, the regular crawl of the company’s website is needed. Dark
woods coffee helps the company to ensure the display of search engine results in the appropriate
spot. The term on-site optimization strategy indicates the optimization of contents, website and
page system, and internal link structure (Kupfer, 2018). On-page ranking depends on the
following factors:

SEO Tagging
SEO tagging assists the Google to understand the main topics and objects of webpage. The topics
and objects have to write in simple language. The title tags have to contain 70 characters and
description tags have to contain less than 160 characters (Eyerer, 2017). For this reason, the
website navigation of Dark woods coffee should very simple to follow as well as easy-to-
navigate for users and search engines.

Website Speed
The search engine capacity depends on the website speed and it is very important for Google
because Google has faced difficulty due to lack of website speed. The high speed website helps
Google to show on the people mobiles, desktop and other digital platforms (Linchpinseo, 2018).
For this reason, Dark woods coffee needs to increase the website speed and ensure high ranking
by which customers can easily find the website in the Google search engine.

SEO Internal Linking

Interlinking is another important factor for discovering connected content of a website
(Hackman, 2018). The interlinking system also helps to connect different pages of the website of

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a company. Dark woods coffee can be used the data dictionary for creating interlink among the
pages of the website.

URL Structure
Hackman (2018) stated that URL system is also another factor for improving the position of the
website in the Goggle search engine. For this reason, Dark woods coffee should create short
URL with proper description. URLs are fruitful for search engines and visitors for understanding
the primary contents of the web page.

Relevant, Valuable, Unique Content

The webpage also contains relevant, valuable and unique contents of the company. It has title
tags, content, and sub-headings of the total information (Oldham, 2018). That is why, Dark
woods coffee has to create an effective webpage with relevant, valuable and unique contents by
which visitors can easily attract.

Single Page Websites

In case of SEO strategy, single page website needs to be created by the company (Hackman,
2018). The one-page site has to be more attractive website structure and information should be
arranged properly. Dark woods coffee needs to create single page websites with relevant,
valuable and unique information.

Step 2: Create valuable content

In the step 2 of SEO strategy, the business firm needs to make valuable contents and elements in
the website. It contains the information of products and services, landing pages, website
navigation and links to make it effective to the visitors (Rizzacasa, 2017). Additionally, the
content also helps to understand the competitor’s strategy, customers’ needs and other related
factors. The regular update of content in the SEO brings several positive outcomes on the
website of Dark woods coffee. Firstly, it raises the pages in the search engines index that help to
boost up the website ranking. Then, it also increases the inbound links with other pages and
resources for increasing the website ranking. Therefore, Dark woods coffee has to update content
at a regular base to make the website fresh and establish brand position and awareness of the
customers in the digital platform.

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Step 3: Link building for Dark Woods Coffee
The final step of SEO strategy is off-site optimization that indicates the creation of links and
builds connection with the real world. Eyerer (2017) stated that it is always kept in mind that the
linking capacity increases the brand position and website ranking in the search engine. In case of
Dark Woods Coffee, the link building strategy has to make connation between influencers and
the company. Then, this link strategy also offers cross-promotion facility. Additionally, the link
building strategy of Dark Woods Coffee has to conduct outreach for marketing the content
resources and ensuring diverse relationship between different websites.

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Use of Google Analytics for Dark Woods Coffee

Google Analytics has great importance on the every business firm including Dark Woods
Coffee. According to Patel (2020), It helps to see and improve the quality of content,
conversions, and user experience. In case of Google Analytics, Dark woods Coffee can see
the important data from the dashboards. Additionally, Dark Woods Coffee can choose new
dashboard and add several widgets and filter the metrics of the firm. Secondly, Dark woods
Coffee has to find the most effective online campaigns that bring effective traffic and
conversions. In this stage, Dark woods Coffee creates curiosity of the customers in the online
marketing campaigns for increasing traffic and conversions in the website. Here, the
business firm has to use advanced segments and new custom segment for increasing traffic
and conversions in the website. Thirdly, Dark Woods Coffee needs to determine the place of
best visitors. In this process, Dark Woods Coffee can make advertising via Google, Facebook,
StumbleUpon and determine the place of visitors on the basis of  demographic location of
them. Fourthly, Dark Woods Coffee needs to learn the people searching on site. Fifthly, Dark
Woods Coffee has to visualize the people click on the most of the time. From the In-Page
Analytics, Dark Woods Coffee can be visualized the percentage of clicks by the visitors.
Sixthly, Dark Woods Coffee has to uncover its top content and show it in front of pages under
the site content of the website. Additionally, Dark Woods Coffee has to find the worst
performing page for taking further actions. In addition, Dark Woods Coffee has to determine the
place in which people abandon the shopping cart by which the company can determine the way
of attracting the people to enter the website. Finally, Dark Woods Coffee has to discover a
mobile site for the visitors by which visitors can use their mobile device to enter the website
easily. Therefore, Google analytics help Dark Woods Coffee to improve the quality of the
website and attract more visitors.

How to Dark Woods Coffee can install Google Analytics

To install Google Analytics, Dark Woods Coffee needs to create a Google account that attached
with Gmail, Google Drive, Google+, or YouTube and then Google Analytics are applied by
using this Google account. The account of this company has to keep forever and only this
company can access to it. After singing in, the website information is putting appropriately on

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the basis of some scenarios (Hines, 2015). If the company has one website, the company needs
one Google Analytics account. The scenario 2 indicates that if the company has two websites,
the company has to create two Google Analytics accounts for business and personal perspective.
In the scenario 3, if the company has several websites but less than 50, the company needs to
take them under a business account and use personal account in the personal websites (Hines,
2015). The scenario 4 indicates that if the company has more than 50 websites, the company has
to combine all the businesses under own account. Dark Woods Coffee needs to consider these
scenarios and install the tracking code for creating Google Analytics by using several platforms
including content management system and e-commerce software.

How Dark Woods Coffee can set up goals

After installing the tracking code in the website, Dark Woods Coffee needs to create a small
setting in the website's profile on Google Analytics. It is called Goals setting platform (Patel,
2020). Firstly, the link of Google Analytics is set up and then Goals are set up in the website's
View column. Dark Woods Coffee will choose the custom option and then click the next step
button. The goal setting of Dark Woods Coffee will contain destination and future mission and
visions of the company. Dark Woods Coffee will be made 20 goals in the website.

How Dark Woods Coffee can set up site search

The set up of site search is another digital media platform. It indicates the search box of the
website. Dark Woods Coffee will run a search on the website and keep the tab open. Then, the
company needs to go Google Analytics Admin menu in the View column and click View
Settings. Then, Dark Woods Coffee will go to URL for the search results and click Save. It will
allow Google Analytics to track any searches made in the website by which it can be found that
visitors’ search on specific pages.

How Dark Woods Coffee can add additional accounts and properties

In case of adding a new Google Analytics account, Dark Woods Coffee will go admin menu and
click create new account link for adding new website under the Google Analytics account. Then
the company adds additional accounts and properties after installing Google app and it is very
easy way for this company (Oldham, 2018).

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How Dark Woods Coffee can view Google Analytics data

Dark Woods Coffee can see the Google Analytics data by using website traffic. Additionally,
Dark Woods Coffee can see the audience overview report to view Google Analytics data. The
standard overview reports within Google Analytics will help Dark Woods Coffee to view the
data and take further decision. Additionally, Dark Woods Coffee has to use compare box fro
comparing the data from one date to another.

How Dark Woods Coffee can use Google Analytics reports

The Google Analytics reports have significant impact on the business functions (Patel, 2020).
For this reason, Dark Woods Coffee uses the Google Analytics reports in the website
development. Firstly, the business will use audience reports to get information about the visitors’
demographic characteristics, interest, location, language, behavior and their available mobile and
technology devices (Cherry, 2017). Then, Dark Woods Coffee will use acquisition reports to
know about visitors and website traffic. Additionally, Dark Woods Coffee will understand
everything about traffic by the use of this report. After that, Dark Woods Coffee will use
behavior reports to understand the quality of the content of the company’s website.

Conversions

By setting goals in the Google Analytics, the company can see the amount of conversions
received in the website (Patel, 2020). Additionally, Dark Woods Coffee will see the path that
visitors took to complete the conversion. The tables within Google Analytics represent the
amount of data of conversions between the visitors and company.

Shortcuts and emails

In every time, it is not required every report of Google Analytics. For this reason, it is very
effective and fruitful to create shortcuts and emails for the reports by which business can review
and monitor the reports easily (Rasaq, 2018). Dark Woods Coffee will also create shortcuts and
emails for analyzing Google Analytics outcomes in an effective manner.

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In summary, this report focuses the digital marketing portfolio design of Dark Woods Coffee.
The findings represent Dark Woods Coffee can be used Facebook for its advertisement platforms
through. Then, Dark Woods Coffee can be applied the SEO strategy for Dark Woods Coffee to
develop the website and attain the ultimate business goals. This report also evaluated the
outcomes of Google Analytics for Dark Woods Coffee to ensure better digital portfolio for the
company.

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Dark Woods Coffee (2020) About Us. Available at: https://darkwoodscoffee.co.uk/about.

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Hackman, J. (2018) SEO strategy and digital marketing platform. Journal of digital marketing,
Vol. 3(2), pp. 2-56

Hines, K. (2015) The Absolute Beginner's Guide to Google Analytics. Available at:

https://moz.com/blog/absolute-beginners-guide-to-google-analytics [Accessed on: September 11,
2020]

Kupfer, T. (2018) Principle of Digital marketing. 11th Ed. London: Pearson publication

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Rizzacasa, T. (2017) Content management. 6th Ed. London: Mc-graw Hill

Walter, T. (2019) Online marketing. 7th Ed. Boston: Greenleaf Publishing.

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