My client’s objective was to increase revenue by getting more people to sign up for his archery lessons. This was the ideal goal because it is a great way to introduce people to the hobby as it creates die-hard fans that want to continue taking lessons as well as buy premium bows and arrows from the shop. My client's main concern, however, was the pandemic because it was scaring customers away and losing the business too much money. They needed a solution that could help them start to grow. To help my client achieve their goal of reaching more customers, I redesigned the shop's website to be more efficient, I managed their presence on Facebook, and I managed their advertising campaigns for Facebook and Google.
Both my client and the customers found that the new website made a lot more sense and that it was easier to find what you were looking for. Their newly established Facebook page was a success as it organically drew in hundreds of new archery fans each month. The advertising campaigns that I created for the shop though Facebook and Google were also phenomenal at getting new customers to sign up for archery lessons. Even during the pandemic, I was able to help my local archery shop go from having only a few customers per day to almost more than he could handle.
My local archery shop was struggling to stay open due to not having enough customers coming through the door to purchase their products and their services. I talked to the owner about how I can help him improve his business by me managing different aspects of his digital marketing and he agreed to let me work with him. My client’s goal was to increase his shop’s revenue by trying to get more people to sign up for his archery classes because we felt this was the best way to create new loyal customers for the business. These customers would then hopefully progress onto buying a bow with arrows and other accessories. Customers could then come back with their own bows and arrows anytime to rent a lane for target practice.
The first step to helping my client become successful was to redesign and reoptimzie their website to make it more efficient using Wordpress. It was very important to make their website be especially great because it was going to act as the landing page for Google Ads and Facebook users. To make this happen, I did several things. First, I made some design changes on each page to reduce clutter and make things easier to read and locate. Second, I took new photographs at the shop to add to the website and to replace the old ones. Lastly, I linked my client’s new Facebook page I created to the website so visitors can view it and follow it. Doing these things were beneficial to the client because it made the visitors first impression towards the brand much more positive which is very important. The adjustments also improved the websites performance in different ways like increasing the amount of total session to 470 per month, increasing the average session duration to over 1 minute, and decreasing the bounce rate to below 60%.
The second step to helping my client achieve their goal was to create their new Facebook page. My client had another Facebook page for their business already set up but unfortunately access to it was maliciously taken away by the previous manager. This was a huge setback for the business. As well as managing the new Facebook page, I wrote and photographed all the content that would get posted every so often to update all of our users. Even though the new page was starting from zero, it still got the attention of hundreds of people each month. We found that there were a lot of loyal customers being created because of the quality of the posts being published. Lots of users would send in messages asking questions about the business and others would be found coming into the archery shop much more frequently for lessons and to buy accessories.
The third step to helping my client become successful was to manage the business’s new Facebook advertisement campaign. Before I started any new campaign though, I first made sure to insert the Facebook pixel code into the website. This Facebook pixel allowed Facebook to communicate with my website so the campaign could become much more effective. This new ad campaign invited people to sign up for the shop’s archery lessons, and as a bonus incentive, the customer would get $5 off if they showed the Facebook ad to the shop when they got there. This strategy worked extremely well because it was very cost effective and it was an offer that got people excited. For just only a little over $20 for the week, the client’s sponsored Facebook ad was able to get 61 event responses, 37 link clicks, 10 post shares, 96 post reactions, and 3,516 impressions. My client ended up being almost completely booked with lessons the next few weeks—a huge improvement from having no one show up half the time.
My fourth and final step to help my client achieve their goal was to manage their new Google Ads campaign I created. Before I started any new campaigns though, I first inserted the Google Analytics tracking code into the website. This code from Google allowed Google to communicate with my website so it could provide me with more in-depth analytics that would make the campaign become much more effective. This new Google Ad campaign had a couple of different call to actions, but we found the most success when we were trying to encourage browsers to buy a bow at their local archery shop. To make these ads successful though, I used a very specific targeting strategy where I prioritized pushing the advertising copy to users who lived in the local area and were already searching for a new bow to buy. This strategy worked extremely well because it connected people who were searching for a bow directly with a professional bow dealer in their area who could help them get exactly what they want along with the things they didn’t even know they needed. During this month of search engine marketing, the client’s Google Ads were able to get 195 clicks towards their website and at least 4 detected calls to their business from almost 7,000 impressions and a small monthly spend of only $127.86. Later next month when meeting with my client, he told me he sold a lot more bows that month thanks to the ads posted on Google.
With all these digital marketing efforts combined, I was not only able to help my client stay in the archery business, but I was also able to help him successfully grow his revenues by expanding his customer base as requested.
My client’s goal was to create a new and successful e-commerce website for his gardening and hydroponics business so he could have an extra stream of revenue. This new website needed to include all 900 of the business’s products. My client and I also both agreed it would be best that when customers searched for their product on search engines like Google, that it would need to come up and be a top result.
To help my client achieve their goal of creating a new and successful e-commerce website, I used Shopify to build it. I designed the website’s new layout and I also created all the imagery and redesigned their logo using Photoshop. Each of my client's 900 products also needed to be optimized so they could properly appear towards the top of Google’s search engine results page.
When my client's new e-commerce website was complete, my client told me he thought the website looked great. He also liked that I used Shopify to build the website because it gave him an easy way to access everything and manage all his orders. The best part though was the sales. Within a one-month period before the website was even officially launched, over $2,000 in revenue was generated from new sales. This was very impressive due to the fact that there was $0 being spent on advertising at the time. After looking at the conversion summary on the Shopify orders, I was able to see that most of the customers were coming from organic search results on Google. This was a very promising sign that I was able to successfully help my client develop a new e-commerce website for his business.
The first step to helping my client build his e-commerce website was to collect and organize all of the information for each of the products that needed to be listed for sale. Having all of the information necessary was very important because it enabled the products to all be easily imported at once into the new website. It also allowed the products to appear on the top of search engine result pages when users searched for it. My client originally sent me a spreadsheet containing the product’s information, however, it only contained a few pieces of information that were needed. We still needed to obtain each of the products description, image, image alt text, an SEO title, and an SEO description. Without this information, it would be almost impossible for the products to appear towards the top of Google’s search results page.
I created a new spreadsheet for all the products so that it could be formatted correctly with all the information. Then I conducted lots of market research to collect the rest of the information that was necessary. Once the spreadsheet was completed, I would be able to import it into the website—allowing me to start focusing on the web design portion of the project.
This step ended up being very essential for my client’s new e-commerce website. Within a one month period before the website even officially opened for business, there were over $2,000 in sales generated from customers that organically found the product they were looking for from their Google search. Another thing that helped us draw in more sales for my client was my secret competitive pricing strategy I had recommended.
The second step to helping my client achieve their goal was to create their new e-commerce website. The goal was to create a user experience that evoked trust and confidence so the customer would feel comfortable enough to order from this new company they haven’t heard of before. Previously, the client had a very simple website setup through GoDaddy’s website builder. This solution was too simple though because they are trying to sell over 900 products so it must be set up as organized as possible. It’s also important to recognize that our online competitors are companies like Amazon and Home Depot so we need an e-commerce solution that’s positioned to best compete against them. Shopify was also a good solution because it provided my client with an easy way to manage the online store.
After transferring my client’s old website from GoDaddy to Shopify, I imported all the products by uploading the new product spreadsheet I had created earlier. Then I got started on creating the layout of the website. After creating the layout, I came to the point where I needed to categorize all the products so it could be neatly organized and easy to find. That was very important for us because otherwise we felt that customers would not take the time to find what they wanted and proceed to checkout. We also decided to create special sales for some of the products to incentivize customers to take action. Once this was all set up, I was ready to use my photoshop skills to create all the images and icons needed for the website to look appealing.
Another thing I did for my client is I created a new-and-improved version of his business’s logo. The old one looked out dated and could use some extra love to make it look more trustworthy and professional. This was something that I wanted to do completely for free because I wanted my client to have the best chance possible to make his new e-commerce website successful. Of course, I let my client have the option of choosing to using it or not. Changing the logo was not an inconvenience either because there were no physical locations to have to worry about. My client was very happy with the logo and chose to keep it. Overall, these changes to the website were extremely beneficial for the client. Without them, it would not have been very likely to have found the level of success we did. With $0 spent in advertising, generating over $2,000 in sales 100% organically from within a month before officially opening was amazing news for my client’s new e-commerce business.
With these digital marketing efforts all combined, my client was not only able to make his first sale through his new e-commerce website, but he was also able to generate a good amount of income to create the opportunity for a consistent stream of revenue.