Challenge

Factorymart, a printer of plastic cards and paper materials, sought help with generating more leads to their website in order to boost online sales as well as converting new and existing site visitors into paying customers. With that end goal in mind, Factorymart decided their best bet would be to leverage channels they already had available to them or that they had previously managed to leverage in the past.

Process

Lacking the know-how to foster and drive lead generation, Factorymart recruited me to help convert search engine traffic and email subscribers into paying customers, but I quickly realized that far greater changes were truly needed underneath the surface in order to make this work. To get a better feel for what Factorymart was all about and the markets they served, I hit the ground running with a content audit of their existing site to help pinpoint specific keywords and phrases that best described their brand. Next, I translated my findings into full-fledged keyword research, reviewed their site analytics, and took a deep look at search engine rankings within their competitive market, all of which allowed me to develop a content strategy tailored specifically to their needs as well as build a pay-per-click campaign that was analytically proven to work with their target audience.

In addition to this, I was also tasked with rebooting Factorymart's email marketing efforts. In order to do so, I realized that Factorymart would not only need to establish a digital strategy but would also need to refresh their brand image in its entirety to ensure that all of their digital channels, including their email campaigns and social media profiles, would all look, feel, and sound the same. This meant cleaning up Factorymart's brandy identity and starting to create its very own personality, voice, and tone that would resonate throughout its brand. Building off of this work, I was then able to build a custom email template and develop an digital campaign strategy, which could then be executed according to a calculated timeline.

Solution

Wanting to boost online sales, Factorymart brought me onboard to perform in-depth keyword and market research, which ultimately materialized into the creation of a multi-tiered AdWords campaign aimed at increasing their search engine rankings. I also provided recommendations for a content strategy that included a full rewrite of their site's main content for better search engine optimization following a content audit. In addition to this, I rebooted Factorymart's email marketing initiatives with a refreshed email template and content strategy dedicated to delivering targeted, weekly campaigns to the company's wider audience. Unfortunately, after only 3 months on the job, my position was unexpectedly terminated through no fault of my own, and I was unable to fully monitor the outcome of my efforts.

Demos

• Email Campaign #001
• Email Campaign #002
• Email Campaign #019
• Email Campaign #025
• Email Campaign #026
• Email Campaign #027
• Email Campaign #028