Case Study: Retail Niche Site - Water Fountains for Home and Garden
Marketing Activities Include:
- Garnering first page listing in Google, MSN and Yahoo – primarily through link building.
- Each of the category pages ranks on the first page in Google, Yahoo, MSN – using unique title tags, headers, copy to pick up specific search phrase.
- Detailed keyword rich product descriptions so specific product pages rank extremely high in Google, MSN and Yahoo.
- In depth tracking using analytics tools to calculate bounce rate, vistor path, exit pages, etc. to improve conversion rate on the site.
- Creation of full blown ppc campaign using Google Adwords, Yahoo Sponsored Search and MSN - competitive bidding, ad creation, reporting, tracking ROI (return on investment)
- Special Promotions/Incentives to buy
- Email marketing – creation of mail list by adding subscription information to the purchase page and giving users an opportunity to sign up
- Press Releases (digital press releases/local press releases)
- Creation of on site Custom Fountain Resource Area to increase custom fountain sales.
- Creation of buyer's guide area to establish this site as expert in the fountain area and set it apart from the competition.
- Articles submitted to article directories
- Established relationships with journalist/editors of national and local publications to provide high resolution images and product samples for photo shoots and tv spots.
- Set up and management of googlebase datafeeds and msn live product datafeeds.
- Set up and management of shopping comparison datafeeds to drive traffic
- Use of blog to direct traffic to site
- Use of Social Shopping Media sites
Results: Further enhanced the overall strength and top rank of this site. Steady growth of traffic flow and sheer volume of products sold, increased overall sales in a highly competitive niche.
What you should know: The advertising budget was primarily spent on ppc/shopping comparison datafeeds. The biggest return on investment came from organic search ranking and ppc campaigns.
