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Executive summary
A brief study of a high-end 60 year old fashion brand based out of LA and how we helped them reposition their brand authority online thereby increasing their revenue in 6 months.
The Client
Prior to approaching Saffron Edge, our client had been investing over 100K USD annually across multiple marketing channels. They were concerned about the low returns and lack of proper matrices that would help them understand the high burn rate of their investment.
Objectives
- Optimize ROI and increase revenue from the website
- Dedicated Marketing Consultation to help optimize all the marketing channels
- Setup proper marketing matrices that can help them understand real marketing performance
“The Saffron team made us realize how much invaluable money we have lost in the past that could have been better utilized to increase our sales. Thank you so much!”
– Kristen, Marketing Director
Prioritization was the Key
Given the client’s situation we understood the volatility of the business and the repeated losses they have suffered in the last few years. It was a challenge for us to not only market their website but help them optimize their marketing funnel so as to turn their revenue as fast as possible. We prioritized the campaign as per the following phases
- Setup Project Reporting and Analytics Dashboard with Marketing Matrices
- Regular Marketing Consultation Plan to optimize parallel marketing channels
- Digital Marketing & Email Marketing Campaigns
The Solutions
In the first phase we deployed a custom dashboard that addressed a proper reporting system with the right marketing matrices like, CTR, Engagement (for Social), ROI per channel, Traffic and Ranking parameters etc. We loaded these matrices through previous quarter data that was available from their marketing department to help them understand the gaps that needed to be addressed immediately.
While we were preparing extensive digital marketing plans for the online arm of their business, we included a Marketing specialist who would consult them to help them organize and optimize other marketing channels like magazine & newspaper ads, video ads and premium listings where they were overspending.
In the digital marketing campaign, we created different paid and organic marketing strategies and landing pages that would help us create a quick conversion medium for their premium products.
On the social media front we ran different product offers and engagement campaigns that helped nurture and engage their existing follower base. This created buzz amongst their followers and started increasing their social traffic and conversions.
We repurposed some of their existing content and press release features that had worked well for them in the past in different forms to establish their brand identity that had fallen stagnant over the last couple of years.
We created links on sites like Entrepreneur, Forbes, Lifestyle Mag, and other High Authority sites through our content outreach tactics that helped them increase their backlink profile and Domain Authority.
By the end of the third month, our collective marketing efforts had started to show some positive trends in terms of traffic and visibility. The overall marketing spend had been reduced thanks to our targeted marketing approach all across the board.
Our Email Marketing specialists worked tirelessly to engage with new and existing customer databases running multiple layers of email campaigns focusing on different customer groups.
The Result
Advanced Performance Monitoring & Reporting
Our customized reporting solution helped them get a top level clarity on what they were spending and how it was impacting their overall marketing efforts. This helped them make informed decisions on investment optimization thereby reducing their overall marketing expenses by 30% in the first 4 months itself.
Digital Rise
With concentrated effort from both Organic and Paid marketing we saw a speedy increase in their organic traffic by over 125% stabilizing their organic traffic alone at about 4.5K/month. Their overall traffic increased from 2K to 10K in a matter of 5 months!
When we started working on the account, they were ranking for about 100-150 keywords at different positions on Google. With our in depth onpage implementations and aggressive marketing efforts we steadily increased their organic keywords that they were ranking for, to about 4.5 K in the first 5 months!
ROI
With all our combined effort and result driven strategies we were able to increase their ROI by 25% in 6 months which was after bringing them up from a negative 35% which was a phenomenal growth given the duration in which this was achieved.
