Meet Geoff, Rach, and Mike.
These three friends are Audiovisual specialists and enthusiasts that set up shop 5 years ago.
When getting together to start this business, they had one thing on their minds – a common goal they all shared and wanted to achieve one day:
Own and run a thriving business that paid all the bills!
As a result, they started out small – each putting in whatever they could afford, and working long days, into the night, and over the weekends.
They knew that to keep the business profitable, they had to keep the shop open as much as they could, email and call customers constantly to try and get them back in, and use as many avenues as possible to get seen by potential customers.
It became apparent early on, that focusing on the lower end of the market meant that they would have to partake in price wars around the country to get any sales.
Exhausted with slaving over peanuts from tiny margins, they decided to diversify by selling a larger range of brands from various distributors, selling direct to businesses as well as end-users, and even creating and importing their own HiFi brand for distribution to other retailers.
This obviously resulted in an insane amount of products to keep up with in terms of description and price. As well, the pressure was now on to shift products as fast as possible to avoid having anything sit in their warehouse for too long.
These 3 owners came to me a couple of years ago with one request:
Sell more… so we can sell more!
The race was on!
I had a look at their website first, which, while wasn’t bad at first glance, wasn’t anything to write home about either.
They had a lot of text descriptions for their products which had been copied from their distributors’ websites in painfully eye-watering format.
While they utilised social media, their posts were few and far between and not optimised for reach, engagement, or conversion.
Their website structure lacked organization and intuitiveness, thereby leaving visitors with an uninspired and strikingly forgettable user experience.
While they were branching out from the business-to-consumer arena into the business-to-business side of things – there was little, if any mention of how they intended to take care of their business clients, leaving potential B2B customers wondering if there was any benefit to working with our trio.
It’s no wonder that over the last 5 years, they had never managed to break 1200 views per month!
My mission was clear – transform the website from blah – to inviting, smooth, and user friendly. Then, use all the tricks in my bag to snag those sales!
Since a major part of their copy relied on distributors’ descriptions, I coded an automation process to format every single one of their product descriptions, so they looked appetizing to the eye and could be consumed by potential customers in bite-sized, easily digestible chunks.
From there, all I needed was one proper photo shoot and a touch of professional copywriting to change Geoff, Rach, and Mike from nameless, faceless, random AV salespeople – to a true, blue, Australian company that not only has the goods; but the gumption, expertise, and Ozzie can-do attitude to get both their B2B and B2C customers whatever they want, when they need it.
With branding done, and website copy optimized for engagement and conversion, my next step was to ensure their lower end products, which they held the most stock of, were moving along.
That was easy – knowing that the lowest price would win, I coded a price tracking strategy into their website so we could scan the local scene for the going gear rates of the day – or every 4 hours to be exact.
Once determined, their prices would be dynamically and automatically changed to reflect a price lower than all their competitors – while still retaining a minimum gross margin, and certainly never below their cost price!
Now they could woo customers on the lower end of the scale without even spending any time or brain space on it!
Finally, I couldn’t wait to see what a good email campaign, social media strategy, and paid advertising plan could do for these guys.
It took me a good 30 days to roll everything out and collect enough data to analyze, but the results were worth the wait!
Within one month, they were ranking on the first page of Google and their online store was selling 264% more than the month before.
Within one year, their website which previously couldn’t break 1200 views, now had 6000 views – a 500% traffic increase!
The year after that, traffic rose to 10,000 visitors per month, and just in October 2020, broke the 20,000 visitor mark – a total increase from day 1, of over 1667%!
To top it off, now that I’ve built a sizable email list over the last 3 years we’ve been working together, I also run email campaigns for these guys twice a month and for all big holiday events.
Each carefully crafted and perfectly timed email is a revenue boost on its own as they consistently boast open rates of up to 40%, and rake in revenue to the tune of $15,000 to $42,000 per email.
I believe the pinnacle of Geoff, Rach, and Mike’s success – which really brought home how much positive change they’ve experienced since our journey together – was the year they won the coveted Sound + Image Awards, after we released a strategic marketing campaign specifically for this competition.