This case study is heart-winning for many of us. We (The team at Monarch Web World) managed to triple the e-Commerce traffic in just three months for one of our clients, all with the power of effective content marketing.
E-commerce requires unique and niche-based traffic, and we are sharing this exceptionally achieved success story.
Every online business “need” more traffic, but for any eCommerce store, it’s the lifeblood. Without traffic, no one can sell products, and without selling products, you can’t grow and flourish as a business. However, case studies show that most eCommerce stores mostly use Google AdWords for selling e-commerce products. Our strategy was a little different.
The difficulty with an AdWords-only strategy
We all know AdWords makes a lot of sense for eCommerce stores, as its a direct sale. Not only search and display ads but Google Shopping ads, too, allow to feature the exact products with call-to-action and visual image right in front of the prospective customers and influence the buying decision.
The Google AdWords system provides a very easy to understand Return on Investment system. Setting up the right conversions and analytical goals are essential to track the return over investment.
However, Just sticking to Google Adwords may not drive all the results which your E-commerce demands.
What happens when you rely only on Google Ads?
1. Google ads is a pay per click system. Once you stop paying for the ads, the business revenue decreases. Using Google Ads means that the profit margins will always be relying on an algorithm of Google Ads.
2. The more competitors with similar products for Google ads, Google will continue to chase more revenue from ads, and cost per acquisition will grow as well.
3. Google AdWords-only approach is targeted towards price shoppers.
What motivates someone to click on YOUR ad in the search result?
Three primary factors influence consumers to click on the ads.
Position Based Clicks. Top results in Google ads are clicked the most as they rank on the top.
Price based clicks. If the price is lowest amongst the competitors, the probability of clicks on ads will increase.
Credibility and trust-based clicks. If a brand has a high level of trust associated, then despite a higher price and a worse position in the search, the ad may get clicks.
Trust and Credibility is something, which matters the most.
Combining Google Adwords with Content Marketing can outreach the goals.
In the short term, Content Marketing with Google Adwords has the potential to lower the ad spend. And in a long time, the whole business will become less reliant on Google AdWords and will be more Organic search-oriented with trust and credibility.
This means at some stage in the future, turning off Google ads wouldn’t be crippling to the business.
There is always a mental battle between short-term revenue models and long-term prosperity with credibility.
Every business owner says that they’re in it for the long-term goals, but often their actions tell us something entirely different. Every long-term business mindset is focused on brand building, authority, and embedded trust with your customer group. The short-term mindset is obsessed with daily, weekly, and monthly revenue metrics.
This is not a judgment. However, I have analyzed it over time. Also, I understand that to pay off company expenses; you have to have short term revenue goals too. However, most of the people give up too early in brand building and gaining the trust of their users.
Content Marketing, on every digital platform, builds customer trust and credibility. It’s not easy to do content marketing, especially during the first couple of months.
It’s effortless to analyze AdWords metrics, compare to the blog traffic, and make a short-term decision about where to invest money.
It’s much harder to stick to the guns, stay on track with the strategy, which is the only strategy to gain the trust and credibility of the brands and make you successful in the long run.
Experts and proven case studies say, “Content marketing works. However, it only works for those who are willing to stick it out and keep turning up.”
In this case study, we will share the problems faced by us, the challenges, the solution, and the result.
The CEO wanted to build a reputed brand with better organic ranking and authority in the business.
They wanted to go with content marketing and wanted to build an authority; however, somewhere the short term monetary goals were attracting them more.
The client wanted results much sooner than what was traditionally achievable through content marketing.
Then, they wanted both short term money making goals and trust and credibility.
However, they were a little impatient.
Better search engine rankings and authority was decided as the long-term goal, BUT a significant lift in traffic and engagement with ads were determined for the short term goal.
Increase in Page Views
Increase in Monthly Sessions
Increase in Check Out Process
Here’s what happened next…
A short background
For confidentiality, we are not revealing the name of the client in this case study, but we are sharing a brief overview of their work.
The client deals in the E-Commerce industry has been operating for more than 5 years now, and they predominantly serve the US and Australia travel market with travel bags and accessories.
Their E-Commerce products include lightweight luggage, bag packs, packing accessories, and travel safety equipment, and travel sunglasses.
They are quickly gaining a reputation for being the best quality travel product seller in the market.
Up until October 2019, they were relying heavily on Google AdWords to sell their products. Despite publishing a few occasional blog posts and setting up social accounts on Facebook and Instagram, content marketing was missing in their growth strategy.
They wanted a reputation in the market but did not have any content calendar strategy or growth strategy without using Google Ads.
The CEO of the company had been reading about the benefits of content marketing and was excited to give it a try. But resources, time, and investment had held them back.
That’s why we were contacted.
Post getting to know about the client’s perspective, we audit the current marketing workflow of any new client, social media activities, email setup, marketing goals, and content marketing activity. Post setting up
- Client Goal
- Client Vision
- Company Brief
- Targeted users
we proceed. 6 months marketing strategy can only be formulated once we understand the starting point from a strategic point of view, and lay the foundation with a revamped work strategy.
Let us share the client’s website’s monthly sessions when we initialed the work were 6,549, with page views of 26,975:
We are sharing the breakdown of this traffic also, with over half of it coming from Paid Search or Display Ads:
We published the first blog post article supporting the new content marketing strategy towards the end of October 2019; In October and November, there was a slight change in the traffic.
Let us share what happened in the next 2 months.
Within 1-month, Monthly sessions skyrocketed to 13,069 and 36,189; This is the result for November.
You can see the traffic source breakdown after the content marketing started, the Paid Search and Display traffic remained reasonably constant from September to November, with Social traffic became the primary source:
December once again saw an increase in traffic, this time to 18,088 sessions and 45,101 pageviews:
The coolest thing about these December numbers was that Paid Search traffic significantly reduced compared to previous months:
You may have already noticed in the analytics that the revenue increased from around 17,000+ in September to 29,000+ and 27,000+ in November and December. For any eCommerce business, November/December is typically the highest revenue period, and the revenue increased suddenly because of seasonal sales.
However, what is fascinating to note is that the ratio between Paid Search and Revenue rose 8.92 in November to 11.54 in December.
Curious to know how we got these results?
Let’s unpack the eCommerce strategy… that tripled traffic in 3 months
Step 1 – Goals & Metrics
Defining the goal to map the content strategy has always been the primary step. The data we gather and the metrics we track become a quantifiable way to move towards the pre-set goals over time. The primary goal for the client’s eCommerce business was defined as: “Increase brand authority and grow customer base.”
That’s just a starting point, but it’s not measurable enough.
Getting deeper in quantifying the same includes:
What would the brand look like to have more brand authority?
How many more customers do the brand want to get to make this worthwhile?
After defining a broader goal, we outlined the primary metrics to track progress toward the goal and identified mini-goals for each of them.
Primary goals for this client included:
Double monthly traffic in 6 months.
Increase in social posts and shares from 0 to 50+ per post and strong presence through content marketing on Social Platforms.
Get a 10% increase in checkout goals because of the festive season; it went too high.
We have a habit of tracking the performance in Google Sheet. Some of the metrics have been blurred out for confidentiality:
Step 2 – Research
Before jumping into the center of the strategy, research is a fundamental component to making it all work effectively. Otherwise, it’s just guesswork.
This is the stage to look for more information about the ideal audience, the competitors, keywords to rank for, and influencers for the particular niche. This case study gives insight on content planning, editorial schedule, and advertising plans going forward.
This is how we gathered data for the client.
Primary Data Collection: We shared a question sheet of around 20 questions to understand the client’s customers, value proposition, and competitive landscape. These answers given by them were the fuel for further secondary research.
The questions in the survey range from “age, demographics, location, etc.” through to “what are primary and secondary products in your industry that people search for?”. Every question set in the questionnaire has a purpose and helps us with precise data to go deeper into the research process.
Secondary Data. Once we have these questionnaire responses, it’s time to dive into the keyword and competitor research in more depth. At this stage, we looked for “content opportunities.”
Content opportunities are topics with reasonable search terms. Outdated or under search volume content does not bring in the desired results. Also, the Content needs to be shareable. BuzzSumo, Ahrefs, and Google AdWords Keyword Planner are some tools which act as a helping hand to find the conversion-oriented keywords.
As a result, we get search terms and keywords that are essential blog topics, along with their search volume and ranking difficulty.
Step 3 – Content Planning
The Content needs to be repurposed from time to time to drive results along with the relevant keywords.
We first developed the “Editorial Calendar” and “Content Anchor” topics.
The content anchors acted as pillars to the rest of the strategy. They were the cornerstones and definitive support for each principal blog category and guided the way of the rest of the blog content.
The content anchors included:
Topic the business wants to be “known” for.
The topics were closely related to the problem area or searches for the ideal customer that the product was solving.
Better “content opportunities” in terms of google search volume, ranking potential, and shareability mattered the most.
Once the content anchor was set, we then structured the rest of the editorial calendar based on the desired activity. For the eCommerce store, we decided to publish one blog post a week. However, that may vary from business to business. It depends on the resources, desire for speed, and ability to maintain consistency.
Step 4 – Planning for Execution
With the editorial calendar planned out for over six months, we figured out the execution plan.
The essential elements to consider at this stage were:
- How will the blog content get prepared?
- Will it be with an internal team or outsourced writers?
- Or will it be a combination?
- What will be the distribution channels for the promotion of the blog?
- Who will be accountable for doing this every time a post goes live?
- What all metrics we will consider to quantify the goals apart from traffic and conversion, like bounce rate, etc.?
The in-house team of the E-commerce company happily fully outsourced this process to us, which in our experience is the most effective way to deliver fast results. (Letting the team own it, either fully in-house or completely outsourced)
The workflow was as follows:
- We used to develop the blog post structure and get that confirmation from the associated internal director.
- We used to create Content with expert content writers, including a unique feature image, keywords, and other visuals throughout the article.
- Editing the article and publishing the Content on the website was also included in the work, with final approval from the associated internal director.
- The SEO team used to optimize the Content with relevant internal linking, keyword optimization, and a compelling meta title and description.
- We used to schedule social media shares in the week following publications.
- We were conducting social media outreach to a least of 50 influencers, and they used to share the shareable Content.
- We were drafting and scheduling an email broadcast promoting the blog post to the subscriber’s email address, wherein the subscription list was increasing day by day.
- We were sharing the blog content with online communities such as Scoop.it, Viral Content, etc.
- Also, we ran different Facebook ads campaigns to gain traffic for blog posts too.
- Google ads helped in getting some volume to blogs. However, we kept the ad expenses less.
In the background
There is a lot that works in the background, then just preparing a sharable content and posting it out.
These additional activities included:
- Proactive link building for SEO
- Guest blogging and email outreach
- Lead magnet creation
- Email opt-ins forms and subscription lists.
- Email automation sequences
- Lead magnets and optimization for each stage of the funnel.
- Building Remarketing campaigns
- Encouraging lead magnet opt-ins and automation.
- Social media follower growth and user engagement ads– on Instagram and Facebook pages.
Wrapping it up
The results of the eCommerce content marketing company are certainly above average, and achievable too.
The right strategy, automation, email opt-ins, proper process, and some dedicated execution. The most important thing is consistency. Week after week, continuing to write sharable Content and adding value to the ideal customers is the only key to success.
Making a difference to your eCommerce business through content marketing. Don’t Miss Out.
“Monarch Web World made it possible for our business to focus on what we do best. Their knowledge and expertise have freed up valuable time. One of the best agencies I’ve worked with, and I highly recommend them”
Let’s work together.
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