To be successful, your company needs not only to be promoted on the Internet. A successful business owner also must understand how business and financial strategies work. Let’s examine this question in detail.
The Mower Doctor: Challenge
The Mower Doctor provides quality lawn equipment, parts, and service to their community with skill, honesty, and value. The company began in 1999 in Mark Gillard’s garage in Stilwell, KS. In 2002 they purchased the old High School building in Bucyrus, KS, where they currently operate the business. But an outdated, underdeveloped website seriously dampened the brand. In particular, they needed an online presence to Increase sales during the slow winter months.
The Mower Doctor connected with us in July of 2017. Our task was to align the Mower Doctor services and products with today’s consumer search behavior and convert the website from plain HTML with some basic CSS to WordPress.
We took over their entire digital marketing strategy. By October 2017, we launched and updated their website, updated their winter unique email campaigns, changed their email platform from iContact over to MailChimp, and optimized their web presence for organic search and conversions.
Within a matter of months, their website moved to the first page of Google for their most important keywords. Keywords such as “lawn mower blade sharpening service,” “what to do if your lawn mower catches on fire,” ““used lawn equipment,” “bent lawn mower blade symptoms,” and many more.
Services Web Page: AFTER
In 2018 with Dove Web Consulting and doing no advertising other than our final winter e-Blast in February, we increased their sales. Because of our efforts, the Mower Doctor saw a tremendous increase in calls and leads coming into the company monthly. Their lead flow is consistent and scalable as they continue to grow the company in 2018 and beyond.
Pets Go Here LLC came to Dove Web Consulting in 2012 in search of driving sales and strengthening its brand. The first challenge was launching a social media presence that would establish the pet supply company’s brand image. By 2016 the second challenge was to update their e-commerce website to maintain a consistent brand strategy while increasing brand appeal. Pets Go Here is based in Gardner, KS, and specializes in quality pet meds and pet supplies from trusted brands.
In launching their social media and website presence, we studied their customers. We started a strategy and creative input centered around content and trustworthy guidance. We also partnered with Pets Go Here in the true sense of the word. We did so by learning about the brand’s uniqueness, furry affections, and love of everything pet-related. After we understood everything needed, we developed our strategy that puts content and design side-by-side. Our user experience-focused design and digital strategy reflected the exact qualities Pets Go Here required to advance its brand.
PPC Advertising Campaigns
Pet owners are a proud and passionate community that loves their pets and brand-name pet products. They make a perfect case for social media marketing and Pay-Per-Click (PPC) advertising. We worked tirelessly to set up and manage their Facebook and Twitter accounts and Instagram more recently. We also maintained their email lists for sending product specials and announcements. We set up their Google Analytics and Google Search Console (Webmaster Tools) accounts. We kept them up-to-date on the activity of their social media analytics.
Solutions: Part 2
Pets Go Here also needed an eCommerce online presence that communicated its creative, loving, unique brand personality in a clean, intuitive way and added value. By 2016, we told their story with authenticity and respect for their customers by adding content to their categories. We also launched a 6-month-long set of Google Adwords Search and Display Ad Campaigns for greater insight from increased traffic. In Spring 2017, we found a completely new website built on a customized 3dCart framework. The category pages now act as landing pages which provide users with a precise way to view subcategory pages and products. A quick shop utility was also added, allowing users to add products quickly to their cart for a smoother shopping experience
Before our digital strategy launch in 2016, we were lucky to get 100 user sessions (an active session using a computer or mobile device). After the launch of our digital strategy, we received 100 user sessions on slow days. Still, we averaged 400-500 user sessions per day. We also increased the company’s average online order by as much as 40%! To date, we cultivated the brand’s fan base into 110,000+ Facebook Fans, 250+ Twitter followers, and 80+ Instagram Fans.
The Perfect Image Barber Shop has been in business for over two decades. It relies on a stable flow of new customers to preserve its client base. They had an excellent web developer create their website, which was posted on Google maps, but that was it. They didn’t have installed Google Search Console (Webmaster tools) or Google Analytics. Their website wasn’t mobile responsive. They had been burnt out by a previous digital marketing company that convinced them to advertise without making any changes to web design. They also failed to take the time to understand their everyday concerns.
Through our first strategy session with their developer and owner, we began with the web design and what would become the reflection of the brand. We also set up Google Analytics and Google Search Console. A customized questionnaire is where we like to begin with all our clients. In addition to questions that helped us to better understand the brand, we also presented a breakdown of the top nationally-ranked barber shop websites. This analysis provided an industry standard for their web developer to go off.
Through this process, we also identified the target audience as local married and single males and females across all ethnicities aged 25-34 with a disposable income above average. When paired with competitor analysis, we could create a unique website that spoke to family values with a sense of transparency and a more contemporary look and feels. From our research, this solution offered a distinct and appealing look to the target audience.
This project started in phases. In June of 2016, we changed the domain name from PICutsAndStyles.com to PerfectImageBarbershop.com, which required us to create redirects and wait for the domain change and transfer of Google ranking stats. We did some radio advertising and distributed flyers during the summer months, which explains the spikes in July and August of 2016
However, the real difference came when we incorporated our entire digital marketing strategy from January to April 2017..
As you can see, 2017 has been a good year, with double the traffic, users, sessions, and pageviews compared to 2016. The most notable changes included content creation, cleaning up the navigation menu structure, and adding descriptions and pictures to the services page. We also renamed the web page ““Price List”” and optimized the meta information to higher searched, more relevant keywords.,
"Thank you very much for your amazing services. You managed to promote my website in leading search engines very quickly and provided the fastest support ever."
- Cory Roberts
Pets Go Here
"I definitely getting results that I've never experienced from any digital marketing company that I've dealt with in the past. Thank you for taking the time to develop our SEO strategy."
"My new website is very professional and informative with improved traffic. Very skilled with composition, graphics, SEO and the latest internet marketing. E-mail campaign has been successful as well. Thank you so much for giving us a new look!"