LAUNCHING A NEW ONLINE
BUSINESS IN THE MARKET
JakPrints is an online print-on-demand store. It covers a versatile category of print-on-demand products, including t-shirts, tops, business cards, flyers, bags, mugs, stickers, and more. They only receive orders through their website. By visiting the website, a buyer can select the necessary products, design them, and then place an order. The designed goods are directly shipped to the customer’s address. Because it is an online business, they created a website and social media profiles on Instagram and Facebook.
They wanted to grow their business in the digital space after setting up their online presence. But they faced many obstacles in the process. As they have a huge product category, they need to deal with a lot of target audience personas. Their brand awareness was poor as well. The promotional message and brand message were mixed up for the vast product category and the vast target audience personas. Hence, they can’t promote their brand successfully. Moreover, they were receiving orders exclusively on the website. As their digital marketing team failed miserably, their business was dying for lack of sales. Meanwhile, they approached me and asked me to increase their sales and to make their business an online brand. To find the secret of their success, I began at the roots.
As a result of taking on the project, I thoroughly understood their business model, product catalog, and the circumstances of the business. Then, I analyzed the market conditions and the size of the industry. Next, I identified some of their competitors and investigated their activity on social media to understand their strategy. After that, I analyzed 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 conditions, competitors, and customer segments, I performed a SWOT analysis. I found the essential steps to increase sales and to become an online brand.
A killer digital marketing strategy is essential to becoming successful in the digital space. In the strategy development phase, I figured out the most suitable market positioning for them. I crafted separate promotional messages for each product line. An accurate marketing message can change a campaign’s results alone. For promotion, I focused on social media marketing and paid advertisement campaigns. To increase sales, I ran several conversion campaigns. We offer various offers like sales discounts, coupon codes for regular customers, buy 1 get 1 free, bundle offers, etc. And to increase brand awareness, I focused on social media marketing and ran several brand awareness campaigns too. Brand awareness campaigns use storytelling, contests, giveaways, influencer marketing etc.
I created a promotional story for each campaign. According to the story informative, entertaining, and engaging ads were created. I did not target all audience personas in the same advertisement campaign. A certain target audience was selected for a specific campaign. We ran Facebook, Instagram, and Google PPC ads to cold audiences and directed them to the website. We then retargeted the warm and hot audience with Facebook and Instagram ads. Because of the retargeting of the same customer repeatedly the conversion rate and the count of online sales increased rapidly.
I created a theme and template for social media marketing posts that will attract and be liked by all target audiences. We also created a schedule of posts so that every target audience group will be engaged, and every product category will be discussed. I did hashtag research and compiled a list of suitable hashtags for the brand. I identified the appropriate time to upload content and the most effective posting frequency. I managed their social media profiles and uploaded quality posts and images consistently.
All the strategies indeed worked well. Within 6 months of promotion, JackPrints experienced 910% growth in online sales. The ROAS of my paid advertising campaigns was more than 3.1X and every campaign was profitable. At the start of the project, Instagram profile followers and engagements were respectively 1.6K and 1-5 engagements per post. But after 6 months of social media management, my Instagram profile had 8.5K followers and an engagement rate of 30-40 engagements per post. Now, they have extremely high brand awareness. Both of my paid advertisement campaigns and social media management services were extremely successful and met my client’s expectations. My client is utterly satisfied with me and my team. Currently, we are providing digital marketing and social media (Instagram) management services to them.
I cannot share the digital marketing strategy document of my clients due to their privacy. 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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