Increase in website visitors.
Increase in sales in less than 6 months.
Increase in the Website Conversion Rate.
A stylish storage company was experiencing difficulty increasing their own online presence and diversifying away from QVC, where they had been regular presenters for over 10 years. The goal for Marketing Addiction was to establish the company as a brand in its own right, minimizing reliance on third-party platforms. The first, critical challenge was to grow organic and paid search sales in order to directly connect consumers with the company’s solutions.
During our initial assessment we recognized several key areas for improvement:
In order to overcome the challenges that we identified, we initially began to work on their SEO strategy by optimizing the website content and the range of products that were listed in order to improve the organic reach of the website. Conducting in-depth keyword analysis fed the implementation of optimized content for the range of products available, including their descriptions, titles, and metadata to improve the impressions for these products. This also bolstered the overall relevance of the website for the queries potential customers were searching for.
For Facebook advertising, we introduced new audiences and new campaigns, employing another platform to connect with customers and benefit from independent revenue streams:
The optimized presence on Facebook and the targeted approach to reaching new audiences is designed to achieve a specific action, in this case, improving our client’s brand awareness and visibility and improving traffic on their owned platform.
Google Shopping was another channel identified as beneficial to the campaign. This is because customers do not need to be familiar with a brand in order to click on their shopping link at the top of SERPs. This was implemented to drive traffic and conversions directly through the online platform.
Meanwhile, we introduced a Paid Search Campaign on Google. A challenge that emerged was that generic search terms such as ‘storage’ brought up irrelevant results for self-storage outside of the home. To effectively target traffic that would be valuable, we conducted thorough keyword research and implemented campaigns around transactional, relevant key terms. Refining the Paid Search campaigns to meet a more defined search intent continued to drive users to the website, increasing the reach of the brand, and improving qualified traffic.
Moreover, we also introduced regular ad copy updates to take advantage of any offers that were running. We utilized ad extensions, improving their quality score, and optimizing the campaigns to boost the performance in line with the targets identified at the beginning of the campaign.
Our Approach To The Campaign
By introducing an integrated marketing campaign, we were able to deliver results from key avenues including Google Search, Google Shopping, Facebook Advertising, and SEO. Bolstering our client’s overall visibility across all arms of digital, achieved its desire to stand alone as a direct channel. There has been an overall increase in website sales, increasing by 178% since the beginning of our working partnership.
Refining audience profiles and mapping them onto transactional keywords is crucial to the success of this strategy. Continuing to fine-tune the campaigns, publish useful, on-topic content, and regularly re-analyzing traffic, behavioral paths, and user interactions will propel results, build a recognizable brand and ultimately achieve more loyal customers and even more direct searches and conversions.
Since working with our client we have: