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.

We’ve enjoyed significant growth over the last 30 years, predominantly in the B2B market selling to wholesalers and other businesses. However, we knew there was untapped potential in the B2C market and wanted to increase direct sales to consumers.

Gary Huggins | Boston Bulbs

Various tulips, daffodils, and hyacinths in a garden

woodland flowers featuring a bluebells carpet surrounded by daffodils and tulips

“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.

DBS took the time to get to know the business inside out, understand our objectives, learn about our customers and listen to our industry experience to get an insight into the marketplace. In a short space of time, sales increased by over 450% and we quickly established ourselves as market leaders. We’ve been so impressed with DBS that we’re now working with them longer term.

Gary Huggins | Boston Bulbs

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.