RETAIL > HIGH COST, CONSIDERATION ECOMMERCE BRAND
Organic traffic
Organic revenue
CHALLENGE
For over 30 years, a leading web marketer of business-to-business site furnishings. They represent over 80 manufacturers of quality products such as tables, benches, trash receptacles, eco-friendly materials, bike racks and more. If you’ve visited a park within the last 30 years, there’s a good chance you’ve eaten lunch on one of their picnic tables.
There was a significant drop in organic search traffic from 2012 to 2013, which took a toll on company revenue. They needed a new strategic approach moving into 2014 with the goal of reestablishing the search visibility they once had.
My team was tasked with developing a strategy to not only increase organic search visibility but also increase revenue in 2014.
STRATEGY
Develop valuable, engaging content tangential to key product offerings, specifically for park managers, facilities managers and sustainability directors. Executions included:
- A 36-page ebook titled “How-to Create a Bike Friendly Workplace” – a complete guide to creating a bike-friendly workplace, including the culture boom of biking to work, tips for encouragement and expert reviews
- A highly-visual infographic ranking America’s Most Eco-Friendly Cities. Our approach assessed five factors spanning over ten data sets, all communicated in a fun, engaging way
With big content being top-of-mind, my team was able to gain more quality links and get more attention in the media, which ultimately means more visibility and revenue.
RESULTS
- 8 percent increase in organic traffic YOY
- 36 percent increase in organic revenue YOY