brand building strategy

Integrated Digital Marketing solutions for sales growth

Merritts for Hair specialises in high-quality salon products, ranging from hair care to electrical beauty products. In 2007, the company decided to branch out digitally and sell a range of competitively priced products online.

32.8% 

INCREASE IN PRODUCT REVENUE

35.7%

INCREASE IN UNIQUE PRODUCT PURCHASE

"Before Whizzystack , we didn’t really have an SEO strategy in place. Now, our main keywords are performing well, with many on the first page of Google. Throughout the year that I’ve been with Whizzystack, they constantly rise to any challenges that I have set for them. I consider Whizzystack a part of the team. The whole team is knowledgeable, friendly, and approachable – no request is ever too much trouble.”

– Zoe Ripley (Owner merritts for Hair)
Merritts for Hair   
Sector:

Hair Care Products  

Visit:

Technology: 

SEARCH ENGINE , SOCIAL MEDIA
THE CHALLENGE

Merritts for Hair approached Whizzystack with the task of increasing organic leads and recovering rankings after being hit by a Google algorithm update.

Merritts for Hair specialises in high-quality salon products, ranging from hair care to electrical beauty products.  In 2007, the company decided to branch out digitally and sell a range of competitively priced products online.

 

Merritts for Hair was looking for a full-service digital marketing agency that could create and implement a more consistent, joined-up marketing strategy to drive sales. Previously, their marketing was done in-house, and their PPC was carried out by an agency, which often meant the marketing itself was inconsistent or sporadic. The company’s goal was to increase its digital marketing efforts by creating more unified campaigns that included all digital disciplines.

Specifically, we set out to:

  • Integrate all digital marketing channels into cohesive campaigns 
  • Increase organic traffic.
  • Improving the click-through rate (CTR) for users searching for product-specific keyword

THE 
STRATEGY

Our priority was to integrate all digital marketing channels into cohesive campaigns that would provide the best results for Merritts for Hair.
  • Our SEO campaign started with competitor research and a keyword strategy with focused and relevant keyword research to improve and optimise  website’s technical SEO health. 

  • We improve the click-through rate (CTR) for users searching for product-specific keywords. We focused on writing onsite content for product pages and ensuring their optimisation. we also focused on the CTR from search.

  • Keyword based content marketing improved pages ranking. We also expanded and optimised product-level content to capture  product specific searches. We also created regular newsletters that pushed key products and sale items.

  • We differentiated social media campaigns for online sales from the ones used by the company’s physical store. A paid social media strategy focused on driving sales and brand building projecting company as an established and reliable retailer of well-known haircare products and electricals was developed and implemented. We built and tested targeted cold and mid-warm audiences to raise brand awareness, including Lookalikes, Behavioural, Interests and Social Engagers.

    We implemented multi-campaign approach to target repurchase. We targeted warm audiences like website visitors and converters through dynamic remarketing techniques to recover cart abandons encouraging them to complete the sale.

  • PPC campaign was used to promote company website across Google’s Search Network while using the Display and Discovery Networks to retarget previous website visitors to increase sales and CLTV (Customer Lifetime Value).  We targeted users across Google Shopping to capitalise on a virtual storefront experience.

    Optimised product titles, descriptions and images effectively targeted B2B and B2C audiences at different stages of their purchasing journey. We efficiently scaled advertising across to Bing via Microsoft Ads to achieve strong ROAS (Return On Ad Spend).

    We leveraged several Google’s automated tools to tailor specific campaigns to target  audience’s needs to reduce campaigns cost and further grow advertising returns.

    Adopting automated bidding and dynamic campaign types allowed Google’s large audience insight database to predict consumer behaviour, automatically adapting bid levels and advert schedules to promote adverts more aggressively at peak times of the day.

BUSINESS
IMPACT

key performance indicators (KPIs).:
  • Product Revenue Growth
  • Product Purchase Growth
  • Paid Social Ad Revenue
  • Search Engine Ad Revenue

32.8% 

INCREASE IN PRODUCT REVENUE

35.7% 

INCREASE IN UNIQUE PRODUCT PURCHASE

44.0% 

INCREASE IN KEYWORDS ON FIRST PAGE OF GOOGLE SEARCH

75.1% 

INCREASE IN REVENUE THROUGH PAID SOCIAL ADS. 915000 impressions, 4500 website click

37.5% 

INCREASE IN REVENUE THROUGH PPC

14.7% 

INCREASE IN ROAS THROUGH PPC 

GROWING REACH, REVENUE OR RETENTION?

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