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CASE STUDY Customer Acquisition & Customer Retention Through Search Engine & Social Media Marketing Brand Name: Mono B Clothing

Brand Name: Mono B Clothing Through Search Engine & Social ... · bing, etc. (organic) Inability to grow email lists, new buyer list and automate with other marketing and operation

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Page 1: Brand Name: Mono B Clothing Through Search Engine & Social ... · bing, etc. (organic) Inability to grow email lists, new buyer list and automate with other marketing and operation

CASE STUDYCustomer Acquisition & Customer Retention

Through Search Engine & Social Media MarketingBrand Name: Mono B Clothing

Page 2: Brand Name: Mono B Clothing Through Search Engine & Social ... · bing, etc. (organic) Inability to grow email lists, new buyer list and automate with other marketing and operation

Brand Mono B Clothing

Brand Fact

Fast Fashion Activewear, Junior and Young Contemporary Wear Wholesale/Manufacturing Company Since 2010, Located in Los Angeles California. Showroom is located in Fashion District in Los Angeles and exhibit Trade Show in Magic, Fame, Dallas and Atlantas

Page 3: Brand Name: Mono B Clothing Through Search Engine & Social ... · bing, etc. (organic) Inability to grow email lists, new buyer list and automate with other marketing and operation

● Lack of Mobile Responsiveness on website + Minimum backend control● Heavy reliance on 3rd party sales channel (FG, LA, OS) for sales stream● Inability to grow SEO, being found on search engines such as google,

bing, etc. (organic)● Inability to grow email lists, new buyer list and automate with other

marketing and operation software. ● Non-PCI compliance, No payment gateway for digital payments from

buyers● Only Marketing Channel was through 3rd party marketplaces such as

Fashiongo, Lashowroom or OrangeShine. Growing buyer market in a gym, yoga studios or small boutique shops in fitness industries were limited to that platform.

Page 4: Brand Name: Mono B Clothing Through Search Engine & Social ... · bing, etc. (organic) Inability to grow email lists, new buyer list and automate with other marketing and operation

Business Solution

1. Website Redesign & Development with Magento Ecommerce platform.2. Marketing and Operation software customized to support current ecommerce operation practice +

Implementation of the technologies/software inhouse employees (including training and adoption).3. Building structured customer acquisition and retention strategies + run, monitor, optimize the campaigns

for individual objectives.4. Coordinate with In-house team for seamless transition for growth + create feedback loop from buyers and

the in-house employees.

Page 5: Brand Name: Mono B Clothing Through Search Engine & Social ... · bing, etc. (organic) Inability to grow email lists, new buyer list and automate with other marketing and operation

Marketing Goals & Deliverables

Brand Awareness

IncreaseRelevant Website Traffic

Boost WebsiteNew

Registrants

Traffic from New Buyers

ConversionOptimization

Channels : Google Adwords, Bings and Facebook, Email Marketing

Increase in Website Traffic & New Buyer RegistrationIncrease Paid Search ROI, Lower Cost Per Acquisition

Increase in Revenue on our websiteIncrease in Purchase Conversions (additional conversions)

Increased Average Order Value

Page 6: Brand Name: Mono B Clothing Through Search Engine & Social ... · bing, etc. (organic) Inability to grow email lists, new buyer list and automate with other marketing and operation

● 718% Growth in Website Traffic 1 year

● 400% Growth in Sales from website in 1 year

● 233% Buyer List Growth in 8 months + Automation

● 2566% Growth in Daily Registration Growth Rate

Measurable ResultsDuration: 8 Months

Page 7: Brand Name: Mono B Clothing Through Search Engine & Social ... · bing, etc. (organic) Inability to grow email lists, new buyer list and automate with other marketing and operation

Google Adwords Campaign Results

Date Range: September 2017 ~ February 2018

● Definition of Conversion: Registered, Purchase, Scheduled Private Label.● Campaigns & Network : Search, Display, Retargeting on Google, Bings and Search Partners● Ad Spend: $7270 Clicks: 15,6000 Clicks, $0.46 CPC and brought 1680 New Buyers and Conversion(Goal): New Buyer

Registration, Lead Generation, Schedule an appointment, Purchase)

Page 8: Brand Name: Mono B Clothing Through Search Engine & Social ... · bing, etc. (organic) Inability to grow email lists, new buyer list and automate with other marketing and operation

Results Measured From Google Analytics

Page 9: Brand Name: Mono B Clothing Through Search Engine & Social ... · bing, etc. (organic) Inability to grow email lists, new buyer list and automate with other marketing and operation

Results Measured From Google Analytics

(continues)

From All vs New Buyers Ratio from 67/33 vs 20/80 Over 350% Increase in Mobile Goal Completion: More people registering, requesting private label inquiry and purchasing from Mobile, Improved Organic Found Google Adwords ROAS: ~$32 Return on Ad Spent for every $1. (Assuming profit margin as ⅓ of the product price)

Page 10: Brand Name: Mono B Clothing Through Search Engine & Social ... · bing, etc. (organic) Inability to grow email lists, new buyer list and automate with other marketing and operation

PPC Campaign Result Details

Channel: Google AdwordsDate Range: Jan 1st ~ Feb 14th, 2018

● Definition of Conversion: Registered, Purchase, Scheduled Private Label.● Ad Spend: $3744.17, Clicks: 7982 Clicks, CPC: $0.47 and brought 3510 New Buyers and Conversion(Goal): 323.(Register,

Private Label, Scheduling, Purchase) vs. All time- $7837.94 (Ad. Spent), 16,479 (Clicks), 1831 Conversions. ● According to Google Analytics’ Data, Every User who visits our website is valued at $16.23 (Goal Value $283,600.00 / 17,476=

$16.23) , $9.71 per session.● Current Goal Conversion Rate is 17.60%, which means every 100 sessions, we are converting (purchase, registration, fill out

scheduling form). 17.40.● Currently ~25% of the traffics are coming from our Google Adwords Campaign.

Channel: Facebook CampaignDate Range: Jan 30th ~ Feb 12th, 2018

Campaign Objectives: Brand Awareness, Traffic, Get more private label subscription.Results:

● Ad Spend: $375.59● Link Clicks: 1010 Clicks● Reached: 16,728 people● Impression(Show Ads): 33,120

Page 11: Brand Name: Mono B Clothing Through Search Engine & Social ... · bing, etc. (organic) Inability to grow email lists, new buyer list and automate with other marketing and operation

Results Measured From Facebook Campaign

● Cost per clicks are almost half the price from Facebook Campaign $0.32 vs. $0.64● Every 20 Users who visited the website, 1 User got converted. (Register, Fill out form & Purchase, etc.)● Average Buyers are valued approximately ~$750 per buyers.● Grow Retention via Social Media Engagement, Abandon Cart and Email Marketing is crucial to increase the Customer’s

Lifetime Value.

Page 12: Brand Name: Mono B Clothing Through Search Engine & Social ... · bing, etc. (organic) Inability to grow email lists, new buyer list and automate with other marketing and operation

Opportunities

Facebook Campaigns: Facebook’s Target Audience ability for campaigns can really narrow down the audience you are running campaign to optimize the results and increase ROAS.

2 Billions (active users) Reviews on Google My Business helps with organic rankingSocial Media signal.

SEO on-site, off-siteReferral Traffic from high DA(trusted sites)

Consistence Google Adwords for Customer Acquisitions (New Buyers)Retargeting Marketing (Gmail, Visitors) to increase Customer Retentions

Optimizing current Email Marketing campaigns via segmentation and run retargeting marketing for specific groups and via personalized abandon cart can help increase AOV, Customer Retention and email marketing revenue.

Segmentation, Domain Authentication, Automation Setup with Subscription Opt-In.

“ Be Found ” on Google & Facebook