Blend Your Products Online with Personal Connection and Brand Personality
Direct interaction through social media, email, eCommerce, mobile loyalty applications, provides an excellent way to engage delighted customers.
According to a Harvard Business Review:
“Personalization can reduce acquisition costs by as much as 50 percent, lift revenues by 5 to 15 percent, and increase the efficiency of marketing spend by 10 to 30 percent”.
You will need an eCommerce and digital marketing platform that:
1. Uses behavioral data to find where the value is
2. Plan in advance to react quickly to customer signals
3. Focus on the processes and technology that really help teams work faster
4. Track your individual leads, prospects, and customers through their entire journey and touchpoints
Marketing Questions:
• Are you fully utilizing your ecommerce store to provide content that will help build top and middle of the funnel leads for your products?
• What is the growth in your “reorder” business from your ecommerce customers?
• Is your inbound digital marketing fully integrated and aligned with your eCommerce platform?
• How are you tracking data from your eCommerce channels, analyzing it and using it to improve?
• Is your eCommerce platform fully integrated to allow consumers a rewarding experience?
Case Study: Micro-Air Case Study
Challenge:
Improve Micro-Air website online sales for marine and RV products, product messaging, search engine page rankings, value proposition, visitor traffic and conversion and retargeting strategy.
Solution:
We knew upfront that the client had a great innovative product. They specifically wanted an ecommerce strategy that would engage the RV dealer and RV consumer.
We knew that improving the messaging was the key to the new optimized Content.
So, we studied the stats, interviewed Micro-Air engineers and top salesmen, and then got to work gathering the target market research and developing the content approach.
By focusing on the things their niche buyers cared about, wanted to achieve, didn’t understand or were scared of, we interrupted and engaged the prospective customer.
Using a combination of video, customer testimonials, consumer insight, keyword and web traffic analytics, with a deep understanding of SEO technical development best practices, we created a strategic roadmap to guide the building of the new Shopify ecommerce website.
Results:
With a focus on a stronger consumer proposition, enhanced user experience and a powerful new Shopify ecommerce platform the new website improved Micro-Air’s ability to drive the ecommerce side of their business more effectively and efficiently.
Management and sales teams loved the messaging and case studies, which quickly became essential selling tools.
Micro-Air, recognizing this combination of video, customer testimonials, consumer insight success, authorized us to produce more engaging video content such as How To, Explainer and video testimonials on the website and distributed through social media, email and blogs to showcase Micro-Air’s thought-leadership, products, and customer service.
A strategic email marketing campaign including automated remarketing, video, abandoned cart and nurture campaigns and newsletters combined with targeted e-commerce specials and event promotions, delivered higher open and clickthrough rates.
In the words of the client:
Thanks Doug Curtis to PLAYING A HUGE ROLE in building our e-commerce traffic exponentially to over $1 million in new online sales in 13 months. Wow! I highly recommend him and his digital marketing. Andy Spaziani, President Micro-Air, Inc.
Details:
The new streamlined shopping cart process makes it easier for prospective customers to find products through a navigational friendly interface.
A demand generation system using special offers on YouTube, social media forums and strategic key influencer partners to capture leads combined with an email marketing nurture campaign drove increased traffic.
SEO-rich posting to Google My Business along with strategic keyword drove new Easystart product launch strategies.
A new blog marketing strategy was developed to promote thought leadership within the marine and RV industry space. The website was fully optimized with a SEO keyword strategy to improve Micro-Air search rankings and increase website traffic.
To measure performance and ROI, enhanced analytics with goal setting was added to the website.
The highly dynamic website and digital marketing system improved Micro-Air’s search engine presence, showcased their current and new products, and allowed them to easily deliver fresh, relevant content to their customers (and capture great leads and data).
Strategy Campaign KPIs And Notes:
• Customer Review Strategy-171 5 Star reviews
• 3 YouTube Videos generated over 30,000 views with CTA special offers
• Installed a combination of free and paid Shopify apps for: Mailchimp email integration
• Multiple pricing options for Dealers and Retail customers, and Customer Review submission
• Completed SEO updated all product Meta Data, Schema Mark-up and On-Page Content.
• Designed Easy to navigate product display areas on the home page
• Enabled product page area for conversion-optimized copy and customer testimonials
• End of year revenue for 2017 increased 306% of 2016 website sales.
• End of 2018, website sales are increased 356% of 2017 sales figures.
• As of April 2019, YTD sales increased 85% over the same time period in 2018
• Integrated Mailchimp with the store to automate Abandoned Cart sequences and follow-up sequences
Marketing Efforts That Moved The Needle Were:
• Executed an on-site video marketing strategy, via social media & delivering them to the 181-Dealer Network recruited in 2017.
• We launched product-specific email automation funnels for cart abandonment improvements, up-sells, referrals and customer reviews.
