In a nutshell
- Niche: premium wedding dresses;
- Location: EU, USA, Canada, UK;
- Services: SMM, Meta Ads, SEO, Email Marketing, Influencer Marketing, No-Code Web Dev;
- KPI: to increase the number of brand partner salons in the specified countries (measured in the number of partner registrations on the website and order volumes);
- KPI: to increase brand awareness and popularity among end consumers (measured in terms of user activity on the brand’s Instagram and Facebook pages, on the company’s website, and in the volume of brand mentions on the Internet).
Key results
- Ranked in the TOP-5 in Google USA for commercial, brand and information queries.
- +7700 followers – the average monthly growth of the audience on Instagram.
- +1 registration of a new partner salon per day.
- 50%+ average increase in the number of conversions on the website from all involved channels.
Where we started
The client came to us because of a number of tasks that required an experienced team and a clear strategy. The main problems that needed to be solved with the help of digital marketing:
- slow growth of brand partners in the target countries;
- lack of a comprehensive SMM-strategy;
- low return on investment in marketing.
At this stage, the client realized that in a highly competitive field, the brand required multichannel marketing involving a large team.
What have we done
The team’s primary task was to develop a promotion strategy that would clearly reflect the brand’s positioning. In accordance with the positioning, the team identified target audience segments and priority channels that would make communication with the segments as productive as possible for the brand. Thus, the following channels were chosen to drive traffic, increase awareness and increase demand for designer dresses:
- SMM + Meta Ads with a focus on Instagram;
- Influencer Marketing as an additional direction of SMM;
- E-mail Marketing as a tool for promotions and maintaining relationships with existing partners;
- integrated SEO as a source for driving traffic to the website to increase brand awareness and demand from the B2C-user;
- local promotion using Google My Business tools;
- development of a Landing Page for the Polish market;
- support and administration of the company’s international website;
- development of PR documentation for internal and external brand communication;
- marketing support of the brand during participation in offline events;
- maintaining the brand’s presence on YouTube and Pinterest.
Results in figures
The chosen strategy covered both B2C- and B2B-audiences. Since the main task was to increase the partner network, it was necessary to implement a strategy to increase awareness. Therefore, the team worked to ensure that the B2C-audience was interested in the brand online and offline, creating demand. Thus, the target B2B-audience will be interested in cooperation and join the partners network.
SMM + Meta Ads
Thanks to comprehensive SMM and Meta advertising, the number of users, followers, and accounts engaged grew monthly (Screenshot 1). Active distribution of content on social media increased interest in B2B-cooperation.
Over the course of the year, the page’s audience grew from 76,000 to 221,000 subscribers (Screenshot 2). This was also achieved through PR promotion and Influencer marketing, where interaction with bloggers and influencers who have a high-quality audience adjacent to the target audience is important.
The increase in interest in cooperation from the B2B-audience is also reflected in the analytics of audience behavior on the website. In the context of 3 months, the Contacts page was visited by 385 users (Screenshot 3).
Social media recorded the highest number of views of the brand’s products on the website in the context of 3 months – 7184 views (Screenshot 4).
Thus, the correct implementation of the social media promotion strategy allowed social media to become one of the most traffic channels for attracting B2C- and B2B-audiences. This also helped to spread information about the brand and increase interest in cooperation from salons, distributors, etc.
Email Marketing
To work with partners who have already started cooperation with the brand and ordered designer dresses, the E-mail Marketing channel was chosen. This interaction allows us to maintain communication, notify about the appearance of new collections, offline events and promotional offers.
Regular newsletters helped increase sales through additional and repeat sales, promotional offers exclusively for newsletter recipients, and other additional activities.
SEO
To attract a larger B2C-audience and increase brand awareness, an SEO-promotion strategy was also implemented in the United States. The main goal of the strategy was to cover commercial, brand, and informational keywords, engaging the audience as experts in the wedding industry.
The optimization of commercial pages and a blog resulted in an increase in the number of conversions on the site (Screenshot 5), namely 6605 conversions from organic search, as well as 4115 conversions through direct visits to the site and 458 conversions from referral channels associated with organic search.
Organic search became the second largest source of traffic to the site. The site ranked in the TOP 5 for targeted queries in the United States.
Web Design & No-Code Dev
To further represent the company in Poland, we developed a one-page website for the branded salon. This allowed us to attract local brand promotion in a small market.
Key takeaways
A comprehensive online promotion strategy includes all the possibilities for attracting your target audience and guiding them through the sales funnel. This approach allows you to solve several problems at once: increasing brand awareness, new sales and upsells, maintaining relationships with existing customers and attracting new ones. In this niche, social media became the main source, and all the channels involved allowed us to improve and supplement this result.
Looking for similar results?
If you’re looking for a solution for integrated online marketing and engagement on the channels where your target audience is, our team is ready to implement such a strategy for your business. We take into account competitors, market trends, and the interests of your audience to deliver the right offer to the right people at the right time. Leave a request on the website to get a free consultation and select a solution.
