Online Marketing - Select Living Group
GOALS AND KPIs
One of the main points we prioritise at Rusty Monkey, is understanding the customers Goals and KPIs. Our first task for Select was to help them form GOALS for the year that we then further broke these down to KPIs to help hit these every quarter. Whether this involved improving brand loyalty, increasing conversion rates or other more specified objectives, we helped them understand what was their priority and how we could help Select head towards these goals with a complete online marketing strategy.
UNDERSTANDING YOUR AUDIENCE
The first task we worked with Select Living Group was to understand their audience and what makes them tick. This involved several group activities, understanding their key audiences and key customers and how best to reach out to them. As Select had a few different audiences they wanted to communicate with, varying from Trade customers, families, people with little time or skill for gardening, we had to come up with communication techniques specific for each group.
CREATING A SUCCESSFUL MARKETING STRATEGY THROUGH DIFFERENT TOUCH POINTS
Having understood the key audiences and who we are wanting to communicate with, the next step in the process was ensuring a competitive marketing plan that worked with many touch points to their audiences. We formed a marketing strategy to hit Select’s long term goals by improving the following:
Website - Optimising the website and creating a space that drives traffic to their relevant audiences.
Google Ads, Google shopping and ensuring these stay competitive and relevant in a constantly changing online landscape.
Mailers - Creating and sending mailers that are relevant and compelling to the different audiences.
Social Platforms - Expanding the marketing funnel by increasing exposure and creating a thriving and active community online with the same interests in garden and DIY.
OPTIMISING THE WEBSITE AND GOOGLE ADS
The new website and branding consolidated the existing online offering, providing a solid foundation for good optimisation both onsite and for the wider web presence.
We run Google Ads campaigns for each type of product, utilising various types of campaign. The Shopify website is hooked up to Google Shopping to take advantage of the free listings as well as paid ads. The combination of Shopify and Google Shopping provides a powerful presence in Google search results for e-commerce websites.
The overall ROI for the first half of 2022 was 5.32.
CREATING COMPELLING MAILERS
Working in monthly cycles, we started to create monthly mailers for specific audiences, in- line with current marketing campaigns. Constantly evaluating and A/B testing have ensured that overtime, both out engagement and click-through rates have increased. Our Trade mailers are successfully seeing 40% open rate and above 5% click rate.
MAINTAINING AND GAINING EXPOSURE THROUGH SOCIAL PLATFORMS
Select Living Group has experienced an exponential rise of sales through correct management and marketing campaigns being carried out on social platforms. Whilst connecting their Shopify products to Facebook Business Suite, this has ensured an easier access to a catalogue of products to their audiences whilst sharing client photography on their products. With a clever use of collaborations with influencers, exposure and engagement has increased gradually (and is still ongoing), whilst creating a statement in the outdoor garden industry, especially for Artificial Plant Walls and Composite Decking.
Maddy
She / her. A traveller and artist at heart, Maddy is the latest addition to the RM family. Still a fresh design student from Loughborough, she is our first intern we have taken under our wing. With lots of spirit and mad determination to learn everything (nearly), she is helping in the marketing and design team, and learning the ropes from the very best. In her spare time, she loves all things creative and outdoors - painting, making earrings, hiking or yogaing… WATCH THIS SPACE, who knows what she will bring to the table…
Kayleigh
She / her. Kayleigh is part of the online marketing guild and has a passion for social media and email marketing. She is the proud owner of our cheeky office pooch, Snoopy. Kayleigh’s fave things to do are visiting photography exhibitions, listening to psychology podcasts and cooking, (sometimes burning), yummy Thai food. She is a keen traveller and has a bucket list to visit as many countries as possible. Over the years she has learnt to embrace her own unique set of introverted superpowers.
Emma
She / her. Emma is part of the online marketing guild but also has her finger in the PR pie. She is happiest when she has a camera in her hand. Builder of cat hotels. Lover of all animals. Has headlined every festival with her imaginary prog-rock band! Talks too much. Fidgets a lot! And occasionally tries to get fit by listening to the Rocky 4 soundtrack.
Sylvia
She / her. Sylvia is our SEO expert and resident vampire. By optimising content for search results, she can help bring more quality traffic to your site. From her darkened lair, Sylvia also dabbles in web design and front end development, and she combines her talents to produce high-performance websites. She also loves heavy metal, the arts, comedy and vegan cooking.
PROJECT TIMELINE
THE CLIENT
Select Living Group - A family business for several generations, they have built an outdoor brand that delivers outstanding products and services. They specialise in low-maintenance outdoor appliances and decoration.
THE GOAL
Select Living Group wants to reach larger and more like-minded audiences who would benefit from their products for an easy low- maintenance lifestyle in the garden. They want to therefore expand their marketing funnel by increasing awareness and interest.
THE SOLUTION
We have dramatically expanded their exposure online through continuous and tailored marketing content as well as careful evaluation of the continuous work. Working closely with Trade customers, installers and end users to ensure a friendly community is built and maintained online.
THE TEAM
Our online marketing guild.
THEY SAID
"The guys over at Rusty Monkey are fantastic. They have truly transformed the way we market, as well as operate as a business.
The journey started with ourselves trying to find a professional marketing agency to produce installation manuals for our products. I had conversations with 3 or 4 marketing agencies in the area. Before price had even come into it, our decision had been made. Matt listened and, more importantly, understood the purpose of what we were trying to do.
Slowly but surely, we have started increasing our retainer with these guys and we haven’t looked back. I’ve learned a lot since getting to know everyone there. The business relationship they offer is far more personal than anything I’ve experienced before.
Looking forward to the future!"
Joe, Managing Director at Select Living Group
THE OUTCOME
The results drove and are still driving significant traffic to social media channels and website visits whilst also dramatically increasing sales.
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