From limited presence in the B2C market to a 477% increase in online revenue
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Impact at a glance
August 2017 to February 2020 compared to the previous period.
496%
Increase in overall traffic
477%
Sales increase during peak period
198%
Increase in organic search traffic
213%
Increase in traffic associated with brand awareness
the brief
Gary Huggins, Managing Director of Boston Bulbs- a UK based national flower bulbs retailer supplying businesses and individuals.
“With limited presence in the B2C market, we didn’t know where to start. Running a busy wholesale business didn’t allow a lot of time to focus on it either.”
Gary knew that to replicate their success in the B2B market, they needed expert help.
“It was important we worked with an internet marketing agency we felt we could trust so we spoke with a few, including DBS” says Gary. “We liked the way DBS things and following several meeting with them, commissioned them to make some small changes to our website. Straight away we saw an increase in sales and knew they were the right agency to help us grow our business through digital marketing.”
The Results
DBS developed the digital strategy and delivered the activity to strengthen Boston Bulbs’ presence in the B2C arena and drive revenue.
The digital strategy took a multi-pronged approach to increase Boston Bulbs’ profile and grow sales by putting the business in front of potential customers when they were ready to buy and making the purchase a hassle-free experience.
“In a short space of time, sales increased by over 450% and we quickly established ourselves as market leaders.”
How we did it
website development
DBS focused on the website as a priority since the bulk of the strategy relied on a site that performed properly and provided a hassle-free experience. The team conducted a technical site audit and assessed the user experience. They uncovered and resolved several barriers that stopped Google ranking the site and errors that were preventing sales. As a result, sales conversion rates increased from 1.7% to 6.4% – much higher than the 1.8% UK average.
seo
SEO was a key part of the strategy to improve organic Google ranking. Every page was optimised: from keyword research to rewriting and adding new metadata and creating optimised content such as blog posts. Over a 3-month period, website visits increased from 703 to 3422.
ppc advertising
DBS ran multiple highly targeted PPC advertising campaigns tailored to buying patterns and time of year. The strategy allowed Boston Bulbs to maximise seasonal sales opportunities and modify their marketing spend in line with stock levels. Increasing the budget when they had large volumes of bulbs available and reducing it as stock dwindled meant they could move stock quickly and maximise profit.
content & social media
By understanding Boston Bulb’s customers, DBS were able to create regular customer focused blogs and social media content (including advertising) which shared knowledge, gave advice, and ultimately built trust in the brand.
