MULTI-CHANNEL, GO-TO-MARKET STRATEGY
OUR APPROACH & RESULTS
here needed to be immediate visibility across all product sets. Knowing that SEO would take time, pay-per-click advertising was a primary focus during our strategic planning. Working closely with our development team, we implemented a solution that connected the client’s website directly to Google AdWords. This allowed us the use of “dynamic search advertisements” which use Google’s organic web crawling technology to automatically target relevant search queries based on a retailer’s website content. This deployed pay-per-click search advertisements for all of the 3,000+ products on the client’s website, while also eliminating the need to manually create or delete new search advertisements when inventory changes – which happens often as new models frequently get released.
We understood that our client’s customers were unlikely to make impulse purchases on these high-ticket items. Generating awareness and leading customer to products had to be combined with follow up and re-engagement. Using display advertising and social media, we implemented retargeting campaigns that allowed us to re-engage site visitors with advertisements that featured the products they viewed on the website, while also suggesting similar products that are closely related.
To improve organic search rankings, we first gained an understanding of what was needed by performing a complete SEO audit of the site. We then performed a series of tasks that optimized website loading speeds, brought the site up to Google webmaster guidelines and improved the use of SEO best practices. We then systematically spread out the workload required to perform on-page SEO on each of the product pages.
To promote the opening of the new store, we worked with high-end audio website forums to create awareness through their communities. We also established relationships with these forums that allowed us to gain access to 1st party data. This sourced-data allowed us to build lookalike audiences on social media channels that we utilized to deliver highly targeted ads which led users through a video-tour of the store’s showroom. This particular video campaign generated over 100k likes, comments, and shares, along with a rise in brand awareness that the client could clearly see. Today, Suncoast Audio remains to be our client and we continue to bring innovative changes to their marketing strategy – most recently developing a new website that better suits its marketing goals and technology requirements.
- Digital Strategy Consulting
- Google AdWords Management
- Facebook Marketing Services
- Search Engine Optimization
- Website Design Services
- Accelerated Mobile Pages