Building an Organic Reach of 23,000+ Monthly Impressions From Scratch for an eCommerce Startup

The Challenge

Angels & Friends, an up-and-coming B2C eCommerce client, presented a unique challenge — They were building their brand from the ground up and selling their line of products using a third-party vendor called Zazzle. Because of this, unfortunately, analytics, abandoned cart information, retargeting data, and customer demographics were unavailable. With Zazzle as their selling platform, the typical abandoned cart and retargeting campaigns were unavailable.

They needed direction for their digital marketing — from overall strategy to granular analytics and day-to-day management — they were looking for someone to take the reigns. So when they found my services, they knew they wanted to set up a discovery call to see how we could work together.

No Brand Awareness

Analytics and Targeting Data Gaps

The Solution

Using a high-level approach, I worked alongside Angels & Friends to build an entire marketing plan tailored to capture their target audience demographics using effective marketing outlets.

I built email marketing from scratch using MailChimp and developed customized journeys focusing on the available data we had. I welcomed new email subscribers through a series of emails and highlighted targeted company links, product highlights, and website content. For ongoing email marketing, I used original highly-stylized interactive templates. I promoted the newsletter through a lead target and marketed cross-channel through a targeted lead page and embedded signup form.

For social media marketing, I established and managed three business accounts on Pinterest, Facebook, and Instagram. Using tailored quarterly campaign plans and a combination of original organic and paid social content, I built actively engaged audiences on each platform.

Strategy

Built out a comprehensive marketing campaign

Awareness

Leverage 4 platforms to build awareness

Conversions

Strategically use a combination of organic and paid advertising

The Results

Through a comprehensive approach, I was able to build a marketing plan from the ground up. I built a sales and marketing funnel and set up processes for leading prospective buyers seamlessly through social media channels to email newsletters. I included personalized messaging, multiple touchpoints, and an organic, fluid approach that could be shifted with customer preferences and feedback.

Due to these efforts, I was about to build a monthly organic reach of over 23,000 impressions by leveraging Pinterest, Facebook, Instagram, and MailChimp. I had an average open rate of 34 percent for email newsletters, over double the national eCommerce benchmark, according to MailChimp. Additionally, I created an average of over 40 pieces of original content each month, including Facebook and Instagram posts and stories, Pinterest pins and stories, and email newsletters.