With the issues identified and the goals clarified, we developed a strategy comprising of the following steps:
Step 1: Increase Predictability of Monthly rRevenue
Our next step was to get the ban on the two Facebook Ad accounts lifted. We worked closely with Facebook managers and deleted any banned ads before launching new, clean ads in their place. Once this was done, we passed the moderation for all products which meant the brand could not only use Facebook Ads again, it could also utilize Instagram post product tagging too–and with no need for external assistance.
Step 2: Resolve Facebook Ad Issues
We started the process by stabilizing the monthly revenue in order to provide a solid basis on which to implement further business improvements. To achieve that, we identified the best-performing three products and focused on them while also launching monthly subscriptions for the main products. This allowed us to increase the monthly recurring revenue and provide a solid foundation for future scaling.
Step 3: More Organic Traffic Through SEO
With the goal of attracting more relevant and decision-ready customers, we developed a watertight SEO strategy. Extensive keyword research led us to the most profitable product clusters with the lowest barrier of entry and the highest ROIs.
We also optimized product pages by populating detailed descriptions and FAQs with commonly searched for user queries while also launching PR campaigns with data-driven reports that brought mass media backlinks from the Guardian, the Financial Times, the Sun, and others. These actions allowed us to increase the domain rate of the website, build customer trust, and improve the brand’s organic position.
Step 4: Speed Up Growth of Instagram Following
We noticed that before reaching the decision to buy, many users were subscribing to Hanna’s Instagram account, reading her posts, and watching her stories. We started promoting her Instagram posts to the relevant brand audiences and offering exclusive deals to Instagram subscribers on a quarterly basis. These tactics helped the company to significantly grow its Instagram following and boost its social media sales.
Step 5: Creation of New Social Shops on All Accounts
Another important change we brought to Hanna’s social media accounts was the creation of new social shops on Facebook, Instagram, and Pinterest to increase the conversion rate of social sales. We also successfully launched numerous Google Ads Performance Max ad campaigns, with this avenue quickly becoming one of the main sources of traffic and sales for the brand.
To finish up, we optimized the brand’s e-commerce conversion rates using proven tips provided by the Google eCommerce UX Playbook. This involved adding value propositions, clear descriptions, delivery options, and up-sells, and offering subscription options both onsite and via email to increase Average Order Value (AOV) and Monthly Recurring Revenue (MRR).