Client: Odessa wine manufacturer online store (grosslihbental.ua)
Business area: Online store, HoReCa
Services: SMM, SEO, PPC, Target
Objective: Integrated internet marketing; website restoration and revision after migration to a new domain.
Client’s task: We received a complex task concerning SMM, target/PPC, and SEO.
Regarding SMM, we had to improve the social media content, increase the scope of ‘live’ content for greater user engagement, and refine the company’s social media platforms as per internet marketing trends.
Regarding targeted advertising and PPC, the client wanted to increase brand awareness, increase sales through the SMM channel, and attract new followers.
The SEO task was to restore the website after its incorrect transfer to another domain due to non-compliance with the migration process.
Initial data
The DMark agency employees started working with basic Instagram and Facebook platforms, and there was no growth in marketing indicators. Targeted advertising had not been launched before our work began; also, there was no advertising account. We had to work with a site transferred to another domain. During the transfer, its positions in Google were lost due to non-compliance with the transfer technology.
Search for solutions
- SMM: conducting an audit and analyzing the main competitors, developing a content plan with various formats, and optimizing content for the target audience and USP.
- Targeted advertising on social media and PPC: analyzing and studying the target audience, developing an advertising campaign strategy with an emphasis on sales, segmenting the target audience – finding an effective ‘audience-creative’ link, and testing the audience for direct (wine) and indirect (holidays, dinner, picnics, etc.) interests.
- SEO: identifying all existing website transfer errors following an SEO audit. We developed a strategy for further optimization and increased Google visibility.
Solutions
SMM
- We wrote posts and developed high-quality creatives, including those to increase audience engagement.
PPC / Targeted advertising
- We tested advertising campaigns for sales, traffic, awareness, and interaction. As a result, we settled on sales to generate sales through the website and traffic to gain followers on Instagram for subsequent audience warming up using content.
- We tested advertising for different product categories: bottled wine and Bag-in-Box wine.
- We carefully worked out various regions: Odessa and the large cities of Ukraine, where wine is being delivered.
- We tested and analyzed various creatives: those with a human on them turned out to be more effective. This increases trust of the target audience because people are more willing to buy from people.
SEO
- We merged the website using the Google Search Console.
- We prepared recommendations for the client on how to correct technical errors.
- We created a redirect map for correct transfer.
- We transferred and optimized meta tags.
- We identified and eliminated all 404 errors.
- We prepared recommendations on how to improve the quality of existing SEO texts.
- We compiled terms of reference for copywriters with SEO requirements for writing new texts.
- We set up analytics tools.
Results
SMM: We increased company recognition, including through working with bloggers.
Visual appearance of the Instagram feed
Targeting: We increased sales through social media and ensured growth in audience engagement.
Engagement metrics with content
SEO: during 3 months of our work, we increased traffic from the Google search engine, restored more than 80% of keyword positions, and began to increase the client’s website visibility according to the collected semantic core.
Data from Google Search Console
Google Analytics data
Contact us for professional help with SMM, PPC, and SEO. Submit a request for a consultation, and our professionals will answer all your questions.