Increasing Conversion Rate &
Sales With Advertising Strategy
Louis Féraud is a men’s clothing brand. It offers formal shirts, ties, t-shirts, pants etc. They sell the products at their retail stores as well as on their website. As it’s the era of the internet, they created an online presence to take advantage of digital marketing. Hence, after creating an online presence, they started to run paid advertisement campaigns on Facebook and Instagram.
But the result of the campaigns was depressing. Let alone meeting the expectation, every campaign was a flop and lost money. They created attractive and eye catchy ads, selected the right target audience but the conversion rate of ads were extremely poor. They were not getting enough sales. They also couldn’t figure out the reason behind the failure as conversion rate depends on multiple factors. After facing all these challenges, they needed a digital marketing strategist to discover the solution and increase their sales. In this situation, they approached me and asked me to overcome the challenges, achieve the desired goals, and make their business profitable.
After taking the project, first I understood their business model, product catalog, and circumstance of the business. Then, I analyzed the market condition and size of the industry. Next, I identified some of their competitors and analyzed their activity on social media to understand their strategy. After that, I analyzed the customer segments. I traced out their interest in the products, reason to buy, buying motivators, and sales barriers. Based on the research data, I created several target audience personas. After understanding the business model, products, market condition, competitors, and customer segments, I performed a SWOT analysis and found the essential steps to increase sales and become profitable.
To become successful in digital marketing, a killer digital marketing strategy is obligatory. For creating a killer digital marketing strategy, we have to understand the current condition, marketing objectives and goals in the first place. Hence in the beginning, I brainstormed and figured out the problem. Their market positioning and promotional message were misleading. They were selling quality dresses but were using words like “Cheap”, “Reasonable Price”, “Affordable Shirts” in their marketing campaigns. But their target audiences don’t want cheap shirts. If required, they are willing to pay $10 extra to buy the best quality shirt. They should focus on the quality of the product, not on price. I figured out a new market positioning of them. I crafted a highly effective promotional story and marketing message for the advertisement campaign. An accurate marketing message can change a campaign’s result alone.
Then, according to the promotional story informative, entertaining, and engaging ads were created. I didn’t target all the audience personas at the same advertisement campaign. A certain target audience was selected for a specific campaign. And I was selling a fixed category of product in a single campaign. Facebook, Instagram, and Google PPC ads were run to cold audience and directed them to visit the website. Then, the warm and hot audience were retargeted with FB & Instagram ads. I tried to provide answers to all the possible questions in a customer’s mind and insist them to buy our product. Because of the retargeting of the same customer repeatedly the conversion rate and the count of online sales increased rapidly.
All the strategies indeed worked well. After taking charge, all the campaigns were profitable. Louis Féraud experienced a 550% growth in online sales. ROAS of my paid advertising campaigns was more than 2.9X which generated a lot of profit for them. Now, they are immensely profitable. My client is utterly satisfied with me and my team. Currently, we are providing digital marketing services to them.
For the privacy of my client, I can’t share their Digital Marketing Strategy Document. But I’m sharing an example Digital Marketing Strategy Document with you, so you can understand what’s inside the strategy & its effectiveness.
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