Home intelligence

MARKETING
FIBARO GUIDE
Presentation plan
Logo and promotional materials
2 Online marketing
Privacy policy & cookies
Structure of web site
SEO
SEM
E-mail marketing
Social media
Google Maps
Performance analysis
Forums & WOMM

3 Marketing
Trade fairs

Competitions & Plebiscites

Gadgets, catalogs & flyers

MARKETING
Home intelligence FIBARO GUIDE
 Logo and promotional materials

We encourage you to use our collection of visual graphics and text materials
(logo, photo, banners, video, press releases, presentation template and etc).
To find them access to FTP (File Transfer Protocol).
Access for you:

Via web browser:

address: ftp://ftp2.fibaro.com
login: fibargroup3_partners
password: 3$%rtFGH

Via ftp client (e.g. FileZilla):

address: fibargroup3.dvps.pl
login: fibargroup3_partners
password: 3$%rtFGH

Acces for press (without password, in Polish and English):

address: prasa.fibaro.com
address: press.fibaro.com

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Home intelligence FIBARO GUIDE
 Online Marketing
Privacy policy & cookies
Each web page must contain privacy policies and information about cookies.
Check the law in your country and follow necessary guidelines.

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Home intelligence FIBARO GUIDE
 SEO - Search Engine Optimization

Tips:
To optimize your whole site for search engines, youll need to follow these basic tips:
1. Make the website about one thing.
It can be about other stuff too, but chooseoneprimary topic
that is most essential to your message.
2. Mention keywords where they matter most.
3. Link to internal pages on your site.
4. Use a URL structure that includes text, and make sure
you include keywords in your URLs.
So instead of having a pages URL be this: http://www.fibaro.com/?p=12
It should look more like this: http://www.fibaro.com/us/where-to-buy
5. Remove anything that slows down your website including music players, large images and etc.

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Home intelligence FIBARO GUIDE
 SEO - Search Engine Optimization

Tips:
6. Use keywords in your images.
Example: instead of d1234.jpg use fibaro_motion_sensor.jpg
7. Link to other websites with relevant content.
8. Update your website frequently.
Sites with dynamic content often rank higher than those with static content.
Thats why blogs and directories (like Wikipedia) do so well on search engines.
9. Make sure your website is indexed in search engines.
10. Have other websites linked to you.
This is really, really important, when it comes to SEO.
fibaro_motion_sensor.jpg
11. Write like a human.
None of the above matters if you create content that sounds like a robot wrote it.

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Home intelligence FIBARO GUIDE
 SEO - Search Engine Optimization
Keywords

We suggest you use Google Adwords Keyword Planner and check what relevant key-
words are more popular in your region.
Click here and start to work with a tool
https://adwords.google.com/KeywordPlanner

Use filter and choose your location and language

And start looking for keywords ideas in your region,

sort by number of searches and use the most relevant
and popular keywords on your website

Bold, italic, underline of keywords will give them more weight,

and search engines will find them to be more important.

MARKETING
Home intelligence FIBARO GUIDE
 SEO - Search Engine Optimization
Linking
Internal - that is cross-linking between subpages, has a
positive effect - easy for users to move around website,
improve page ranking in search engine,
External / outbound - it lowers valence of our page.

Positioning is to acquire links to your website - larger number of

links leading to your site - gives you higher positioning on search
engines. However, only links from valuable sites improve your
position, and redirects from spam sites harm. Texts on such
sites should be varied and re-written, because material based
on "copy-paste" is of little value. We should also avoid
"link exchange" and "farms of links".

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Home intelligence FIBARO GUIDE
 SEM - Search Engine Marketing

Use Google Adwords, Bing Ads, Yandex Direct or other SEM tools depending
on your country to increase relevant traffic on your website.

The most popular worldwide SEM tool is Google Adwords which displays
your ads on Search and GDN Networks.

Follow tutorials and introduction course here:

https://adwords.google.com
Start with keywords and campaign structure.
You can find keyword ideas for your campaigns here:
https://adwords.google.com/KeywordPlanner

Don't put all your keywords in the same campaign.

Create a simple and clear structure:
Own Brand (brand name Fibaro, fibaro system, etc.)
Products
Competitors (specific for different regions)
Generic (keywords such as buy and order)

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Home intelligence FIBARO GUIDE
 SEM - Search Engine Marketing

Work on your landing pages, make sure that for each type of
product you have specific landing page.

Use negative keywords like for free, video, download and etc to avoid not relevant traffic.

Improve your CTR (Click-through rate) and make your add more visible.
Include in your ads:

1. Social Extensions
2. Seller Ratings
3. Sitelinks Extensions
4. Product Extensions
5. Call Extensions
6. Location Extensions
7. Mobile App Extensions

Make sure that your mobile landing pages are user friendly.

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 GDN - Google Display Network

GDN allows you to create all types of ads:

text, image, interactive and video ads.
Place those ads on websites that are relevant to what youre selling.
Show those ads to the people that are likely to be most interested.
Manage and track your budget, campaigns and results as you go.

Here are the top 4 banner sizes for generating clicks:

1. 300 x 250 pixels. This is known as the medium rectangle size.
2. 336 x 280 pixels.This is known as the large rectangle size.
3. 728 x 90 pixels.This ad size is known as the leaderboard.
4. 160 x 600 pixels.This banner ad size is known as the the wide sky-
scraper.

When preparing banners remember to add: a logo, a "call to action button"

and a link to your website.

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Home intelligence FIBARO GUIDE
 Email Marketing
Email is the most common activity of Internet users, withover
90% of all Internet users claiming to be e-mailers. If you are not
integrating an effective email marketing campaign into your mar- WHAT USERS DO ON THE INTERNET
keting plan, then you can almost be sure that you are missing out
on a ton of opportunities for new and repeat business. emails
from your customers with a sign up form telling them to subscribe
to your newsletter.
There are 7 email marketing campaign ideas that you can send to
your existing clients or new clients:
Letter announcing a new service or significant changes to an
existing service
Newsletter highlighting useful tips and company news, events,
promotions
Republication of an industry related magazine, trade journal or
newspaper article
Case study of a successful client solution you provided
Reprint of an article you contributed to an industry magazine or PERCENT OF INTERNET USERS
publication
Checklist of helpful tips for your industry / service
Announcement of newly acquired clients

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Home intelligence FIBARO GUIDE
 Email Marketing
You can use several email services for sending your emails like
http://freshmail.com
http://www.mailchimp.com
http://www.campaignmonitor.com
http://www.emailbrain.com
http://www.streamsend.com
http://www.madmimi.com
http://www.benchmarkemail.com

After each email marketing campaign you send out, whether its once a week or once a month, you should
ALWAYS be tracking and analyzing the success of your campaigns.
Here are some key metrics to look at when analyzing your email campaigns success:
Open Rate- This is the rate at which people open your email. Obviously, the higher the rate the better. Typi-
cally, anything above 30% is pretty good. The subject line you use is usually the biggest factor in determining
how many people will open your message.
Click Through Rate This is the rate at which recipients click on your ads, calls to action, links or promos.
Percent Delivered This is the percentage of your messages that were successfully delivered. If yours is
below 95% then you may want to look into another provider or contact your current provider to figure out what
the problem is.

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Home intelligence FIBARO GUIDE
 Social Media for your business

Social Media marketing can help your business with a number of goals, such as:
Website traffic
Conversions
Brand awareness
Creating a brand identity and positive brand association
Communication and interaction with key audiences

Important! We allow you to share our posts from official Fibaro Global Fun page on your wall without any changes
but you are absolutely not allowed to use Fibaro as a name of your own Fun page. Use a smart home, home
automation or the name of your company, but never use Fibaro as a Fun page name.

There are several types of Social Media that you can use to grow your business:

Facebooks casual, friendly environment requires an active social media marketing strategy that begins with cre-
ating a Facebook Business Fan Page. But be careful with posting industry-related articles, images, videos, etc.
keep your tone light and friendly, because Facebook is a place where people go to relax.
Google+ is the new Facebook competitor, and it promotes the same fun, casual atmosphere. On Google+ you
can upload and share photos, videos, links, and view all your +1s. Also take advantage of Google+ circles.

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Home intelligence FIBARO GUIDE
 Social Media for your business

Pinterest is the latest in social media marketing trends. Pinterests image-centered

platform is ideal for retail, Pinterest allows small businesses to showcase their own
product offerings while also developing their own brands personality with some
unique pinboards.
Twitter is the social media marketing tool that lets you broadcast your updates
across the web. Follow tweeters in your industry or related fields, and you should
gain a steady stream of followers in return.
Mix up your official-related tweets about specials, discounts, and news updates with
some fun and quirky tweets interspersed.
LinkedIn is one of the more professional social media marketing sites. LinkedIn
Groups are a great venue for entering into a professional dialog with people in similar
industries and provides a place to share content with like-minded individuals.
YouTube is the number one place for creating video content, with can be an
incredibly powerful social media marketing tool.

You can use our video content, but you are prohibited from changing them. Never
use Fibaro in your channel name.

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Home intelligence FIBARO GUIDE
 Analyze your campaigns
with Google Analytics

Google Analytics is one excellent tool for monitoring the progress and
the performance of your website.

Benefits of using Google Analytics:

It's completely free

You can analyse source of traffic.
Google can show you how users can drive to your website.
GA shows you which keywords are being found in search engines.
Information about visitors and thier behaviors.

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Home intelligence FIBARO GUIDE
 Google Maps

Remember to locate your company on Google Maps for:

When customer searches for FIBARO in google.com, it
will display map with location of your store
Google navigation can easily guide clients from anywhere
to your store
It has a positive effect on positioning and number of
webpage visitors

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Home intelligence FIBARO GUIDE
 Presence on forums
& Word of Mouth Marketing
We recommend constant presence on forums or
joining discussions below that have relevant articles
in ofcial form.

We recommend you publish posts as

Distributor / Installer of FIBARO System".
You can give professional advice, describe
interesting projects or inform them of complicated
installations.

Only this form is acceptable from computers used

at work (IP).

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Home intelligence FIBARO GUIDE
 Presence on forums
& Word of Mouth Marketing
Tips:
Do not copy posts to multiple topics/forums/discussion,
Do not post comments as a satised customer and
sign yourself as "FIBARO Team" or log in with an official
email (...@fibaro.com) !
If you find somewhere a discussion where e.g.
competitors or a very dissatisfied customer speaks badly
about FIBARO (such situations can happen and you
need to respond quickly) please inform us at
alert@fibargroup.com

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 Marketing
Trade fairs
Participation in trade fairs (both international and local) brings many benefits. When taking part in such events, be sure to
submit FIBARO products to fair awards. Inform us on your participation in any tradeshow so we can spread the word.
At our FTP you will find a lot of ideas for the stands and boards, which are ideal for system presentation at a fair.

ftp://ftp2.baro.com/Trade shows- interactive panels

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Home intelligence FIBARO GUIDE
 Participation in Award Programs

Participation in award programs organized in your country/region are:

confirmation of the innovation / design / high quality of FIBARO products for your customer;
very good (often completely free) advertising.

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 Participation in Award Programs

STEP ONE: Prepare materials - depending on competition: adequate description, pack-

age of photos, form to fill, products, etc. (we will help you in case of any problems).

STEP TWO: Email us with information: what kind of contest it is, when is the deadline for

2 applications, when results will be known and attach previously prepared materials - based
on this we will give you a one-time authorization to represent us (as manufacturer of
FIBARO system) in this contest.

3 STEP THREE: Join competition (we will keep our fingers crossed).

4 STEP FOUR: If and when you win please send us photos of statues / awards and certifi-
cates. We'll be able to put this information on our website and in profiles on social media
channels.

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Home intelligence FIBARO GUIDE
Promotional gifts and advertising gadgets

There are a lot of great advertising gadgets such as:

cups
pens
key chains
pendants
notebooks
briefcases
measuring cups
USB sticks

MARKETING
FIBARO GUIDE
 Catalog and product yers

Different types of promotion booklets are an important part to introducing and familiarizing potential clients to FIBARO.
You can give them flyers at the fair or folder after a visit to your showroom.

Newest catalog can be found at: Newest product yers can be found at:
ftp://ftp2.baro.com/catalogues ftp://ftp2.baro.com/product catalogue- yer

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Home intelligence FIBARO GUIDE
 Whom to contact?

Mariia Chudy
Online Markering Specialist

+48 784 059 040

m.chudy@fibargroup.com

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Home intelligence FIBARO GUIDE
Home intelligence
Your home, your imagination

www.fibaro.com