Challenge
Vitrazza originally worked with a larger digital marketing agency but was craving more individual attention and personalization. When that other agency couldn’t meet their SEO needs, they approached Inflow about a long-term partnership. From the start, Inflow’s focus was on the best opportunities for Vitrazza — which was why we initially recommended against SEO in favor of paid advertising opportunities. Before they committed to a long-term SEO investment, we advised pursuing strategies with a quicker result. Eventually, Vitrazza was so pleased with our work that they expanded services to paid social advertising, paid advertising, and SEO.
Solution
*Paid Social Advertising* Inflow applied our “See, Think, Do” full-funnel approach to paid ads: - Tested high-production-value content against user-generated content for sales volume and ROAS - Segmented seed audiences into lookalikes and increased budgets on winning ad sets - Used influencers to reach new audiences and add social proof to the brand - Continued remarketing efforts to reduce ad fatigue and increase returns *Email Marketing* We focused our initial efforts on those emails with the most impact: - Revamped four-part welcome flow for customer journey, with brand introduction, unique selling proposition, social proof, and personalized messaging. - Amplified patriotic creative/copy and segmented send list for three-email Memorial Campaign *Paid Advertising* We used our tiered approach to paid ads to optimize and scale Vitrazza’s growth: - Refocused spend on desktop searches for a higher chance of conversion - Implemented more detailed geographic and demographic bid adjustments - Replaced automated bids with data-driven and human-implemented bidding strategies - Reallocated spend to higher-converting queries to drive sales *SEO* We tackled the biggest SEO opportunities: - Pruned low-performing content - Consolidated similar and duplicate content pages - Re-optimized product pages with new titles, meta descriptions, product descriptions, images, and more - Re-optimized content pages by: de-optimizing keyword-stuffed pages; targeting non-branded, high-intent search terms; rewriting headers, titles, meta descriptions, and more.
Results
108.3% increase in total site revenue 131% increase in organic traffic 4.2x ROAS for paid social advertising First $1 million sales month
Inflow
Inflow is an award-winning digital marketing agency based in Tampa, FL. Our team of SEO, PPC, paid social, and CRO experts helps retailers and brands grow across digital marketing channels. Unlike other agencies, Inflow doesn't have account managers. Instead, clients work directly with industry veterans with decades of experience in their...
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