Gift Market
Client Story
At A Glance
Customer-centric digital transformation
28%
Decreased cost per lead acquisition by 28%
42%
Revenue increased by 42% YoY
About Gift Market
About Gift Market
Client Testimonial
The Challenges
Closing, Retaining, + COVID
Prior to engaging Brew, the Gift Market team was simply operating as an order taker. They were little more than a vendor who took and fulfilled corporate gifting orders. On top of struggling to close and retain customers, COVID-19 emerged.
Returning Customer Rate Less than 1.2x
It’s common to get repeat customers, especially when the order is fulfilled well. But Gift Market was failing to forge relationships with their customers – leading only 20% of them to repurchase the next time they needed corporate gifts.
COVID Impact on Corporate Gifting
The COVID-19 pandemic slammed the corporate gifting industry hard – leading to a devastating 50% dip in revenue. They needed a solution to continue serving customers during the pandemic if they were going to rebound.
Lead-to-Customer Close Rate Only 20%
In the corporate gifts industry, a lead-to-close rate of only 20% was very low. Very low in this industry – it’s common to get repeat customers. If Gift Market was going to grow, they would have to close deals more efficiently.
Comprehensive Transformation
Gift Market knew they needed to transform the way they do business if they were to survive and grow their revenue over the next year.
The Solutions
Shifting to a Customer Centric Approach
After sitting down with the Gift Market team, familiarizing ourselves with their company, getting to know their customers, and hearing their challenges – we agreed they needed a big transformation. They needed to move from being “order takers” to being a customer-centered brand that forged deep relationships with loyal clients.
We worked with them to put together a bold plan of action, that began with a bold transformation:
Restructuring the Sales Team
We worked with Gift Market to improve business development by allowing their BDR’s to focus on a certain segment of business. We organized them into a few sales teams based on order size and company vertical.
Defining the Customer Lifecycle Journey
Gift Market had no clear or direct journey for their customers. Defining specific stages and putting language to next steps dramatically improved the way marketing and sales handled and nurtured leads.
Implementing a CRM to Build Better Relationships
Gift Market’s sales team had no idea if another team member had talked to someone from a company before. With the help of Salesforce, management received improved transparency on salespeople and were able to provide more pointed coaching. In the process we improved their closing rate from 20% to 40% within months.
In-Depth Persona Research
We interviewed a number of Gift Market’s customers to learn more about their challenges, aspirations, purchasing behaviors, and much more. We developed customer profiles that would guide our campaigns and help their team better connect with potential customers.
Redefining Their USP
In talking to the Gift Market team, we realized they needed to refresh their USP (Unique Selling Proposition) in order to differentiate themselves in a crowded market. It needed some clarity to better resonate and build confidence with their customers – and to help their sales team communicate it more clearly.
Email Marketing Automation Through Pardot
To better connect with customers and grow brand loyalty, we put together two automated email sequences:
- Welcome Series – We wrote seven emails focused on telling the Gift Market story and clarifying what makes them unique
- MQL to SQL Sequence – We wrote five emails that would nurture MQLs by highlighting the benefits Gift Market provides, and encouraging leads to book a 15 minute video call
We activated these workflows in Pardot and connected them to Salesforce to keep marketing and sales on the same page.
Driving Leads for COVID Care Packages and Christmas Packages
In an effort to identify unique ways to grow their customer base during COVID, we worked with Gift Market to come up with the idea for COVID care packages. This was a game changer, as Gift Market was the first to roll out an offering like this during COVID, allowing companies to encourage their employees and keep morale high. In addition to COVID care packages, we also worked with the team to create Christmas packages this year as well.
We ran a successful ad campaign for these new products that generated hundreds of quality leads each month and decreased their cost per acquisition by nearly 30%.
Driving Leads for COVID Care Packages and Christmas Packages
In an effort to identify unique ways to grow their customer base during COVID, we worked with Gift Market to come up with the idea for COVID care packages. This was a game changer, as Gift Market was the first to roll out an offering like this during COVID, allowing companies to encourage their employees and keep morale high. In addition to COVID care packages, we also worked with the team to create Christmas packages this year as well.
We ran a successful ad campaign for these new products that generated hundreds of quality leads each month and decreased their cost per acquisition by nearly 30%.
The Results
Bouncing Back from COVID
Our work with Gift Market led to a 42% YoY increase in revenue and a 28% decrease in cost per acquisition. On top of that, we helped them revitalize their business through digital transformation and a fresh focus on customers.
Our Approach
When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:
- SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
- Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
- Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
- Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends
Comprehensive SEO Audit
We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.
Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.
Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.
Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.
It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.
This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:
Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.
The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.
Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.
Tracking & Monitoring of Collectius’ Web Performance
To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.
With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.
Digital Content Strategy
Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.
This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.
From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.
Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.
Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.
Backlink Acquisition
To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.
Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.
As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.
This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.
Outstanding SEO Results for Collectius
Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:
Significant Traffic Growth
Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.
Expanded Keyword Reach
There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.
Top Rankings in Local Searches
Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.
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