Return on Investment: 10x
Provided guidance on:
- Marketing strategy
- KPIs
- Process documentation
- Email marketing
- SEO strategic
Challenge:
A homeware retailer approached me to help improve their online offering after seeing a massive drop in ecommerce sales after reopening their shops following COVID-19.
During the first lockdown, they temporarily shut their 3 retail shops, effectively reducing their revenue to zero. They built a Shopify store over a long weekend and used social media to promote it successfully. However, online sales dropped dramatically after they reopened their shops.
The business was great at directing customers into the 3 stores and knowing how encourage purchases once people are instore. However, as a homeware retailer, they were completely new to ecommerce and felt a little lost.
Approach:
I started with a strategic review of their marketing and quickly noticed the need for process documentation, SOPs, and KPIs. Next, I analyzed their current marketing plan to understand what channels drove the most revenue.
While they had a great social media plan that drove sales, they needed help with SEO strategy and training, email marketing, and a plan of what metrics to measure and when.
As part of building a more robust marketing system, I implemented KPIs, put a growth dashboard in place, and helped them define what growth levers we would be working.
Next, I coached them on how to document repeatable processes to speed up execution and ensure knowledge wasn’t lost if a key person left or was unable to work.
I identified that a lack of email marketing was hurting sales. With 10 minutes of work, we drove $1,000 in sales that weekend. Next, I helped map out a more comprehensive retention plan in place to send regular email campaigns while growing the list.
Another area they had yet to invest in was SEO but doing so would increase sales in the next few months. I built a comprehensive SEO strategy, which included a keyword map, KPIs, and tracking. Next, I created writing templates for product copy, category pages, and FAQs.
Impact:
By following my plan, this homeware retailer has easily 10x their investment. They now have a solid SEO strategy and the knowledge and tools to implement it. While they were initially scared of using email marketing, they now have a repeatable system in place that drives revenue.
While all of this knowledge is good, they now have a clear method for growing sales, building strong repeatable processes and systems, and a way to measure their success.
Ready to move beyond the cycle of tactical experimentation and adopt a more strategic approach to growth?
