When Good L Corporation first approached us about expanding their marketing we realized that we faced a real challenge. While many shopping basket suppliers had embraced the digital age and were selling shopping baskets online, Good L Corporation had effectively ignored the opportunity. Their website was over 10 years old and was buried in the search results. Back in the early days of the internet the website did great and helped them land new customers regularly. But now, their competition had far surpassed them in the digital age.
Website Design – Our first task was to resurrect the Good L Corporation website with a fresh design and lead generation focus. We needed something that reflected their history and “Made in America” roots but could also drive leads.
Good L Corporation typically sells baskets and shopping carts to both small and large retailers and prefers to speak one-on-one with customers to complete the sale. Turning the website into an E-Commerce platform wasn’t the direction we wanted to go. Rather, we needed to drive direct leads through contact form submissions and calls that could then be followed up by sales reps on their staff.
Brainstorming how to advertise shopping carts in a video came down to our team thinking of our own experiences with them. The video needed to go beyond just a product demonstration; it needed to highlight the ease and benefits to using a Good L Corporation shopping cart over any other. Then came the idea to incorporate some humor by focusing on the pain points of a standard shopping cart. By comparing a standard shopping cart experience against one with a Good L Corporation shopping cart, we were able to show how Good L Corporation shopping carts can actually enhance a person’s shopping experience, thereby benefitting stores to purchase these carts.
Once the website makeover was complete, we turned our attention to ranking the website in the organic search results for different products and related keywords. We optimized the website for all of the appropriate keywords and added a retailer’s focused blog to begin building additional relevant content. We also implemented an intensive link building campaign to expand their online footprint. With all of these organic search marketing tactics combined, Good L Corporation saw a significant and steady increase in website traffic.
Pay Per Click Advertising
We used Google AdWords to start enhancing Good L Corporation’s online presence and drive leads as soon as possible.
We began a targeted pay per click campaign to reach as many people searching for both shopping baskets and shopping carts as possible. This gave Good L Corporation a more immediate ROI, since we were able to reach potential buyers faster than we would initially with our organic search campaign. We also implemented a remarketing campaign that would allow us to target past website visitors and bring those people back to the website to convert into a lead for the client.
As a final touch, we also implemented an email campaign focused on retail information and targeted it to the large customer database that Good L Corporation was able to supply us with. The intent of this campaign is to target past buyers and encourage future purchases. The best customers are repeat buyers!
Good L Corporation continues to experience significant online marketing results and leads. We will look forward to helping this client prosper and strengthen their reputation for years to come.