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Garden depot

CASE STUDY ONLINE GARDEN CENTRE

4 seasons eCommerce marketing strategy.

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Online nursery

5X RETURN ON ADVERTISING SPEND IN THE FIRST MONTH

For its first season of existence, this client trusted us to launch its online shop in the middle of the gardening season. As the mandate started after the vegetable gardening season had begun, we had to double our efforts in order to launch the campaigns on all platforms in less than two weeks.

The strategy deployed is super effective! Their presence has even forced some local competitors to back away from online shopping and home delivery. With a concentrated effort on the vegetable garden, our client has built trust with their customers, generating many reviews and recommendations. By achieving a 5X return on advertising spend (ROAS) in its first month, the break-even point was reached. This rapid adaptation is encouraging for the next season, especially considering that the company is the only one in its industry to be 100% online!

The Google search campaigns generated a large number of customers at a reasonable cost. By adding a remarketing strategy on the display network and Facebook, we were able to keep customers interested in the company, using graphic content, dynamic product catalogues and videos.

Our client's requirements

The main objectives were to make the site more visible on search engines, position certain key products on Google, acquire low-cost traffic to get started and generate online purchases in the lower Laurentians and Laval.

Position the site on Google
Generate sales on the site

1. Maximise the time to profitability of the project

With the vegetable garden season already underway, we had to accelerate the timeline and seize opportunities quickly. Priority SEM, email marketing and some basic SEO.

2. Tracking users in their web journey

Once the user is acquired on our website, our retargeting tools for display advertising from Google, Linkedin, Facebook, Instagram and many others become effective.

3. Optimising conversions

Once the remarketing system is in place, simply optimise the cost of conversions across channels and evaluate the return to see the viability of each channel and media.

Strategy

SEO - Google and bing

A content writing strategy that included writing reviews of popular restaurants enabled the client to gain a presence in search engines for specific keywords and increase traffic to their website. The main keywords were redirected, following an analysis of the competition's pay-per-click (PPC) leads and an SEO analysis to see which keywords were generating the most traffic. This analysis also helped guide the client's buying strategy, which was already looking for the most popular vegetable plants on the competing sites, and the generic search volumes. In addition, a strategy for optimal copywriting and landing pages was developed and deployed.

5000 views of Google My Business profile in 31 days!

- Content Strategy
- Google Positioning
- Google My Business Optimisation
- Google & Facebook Reviews
- Social Profile Creation This option also allowed the client to increase brand awareness.

- Content strategy
- Positioning on Google
- Google My Business optimization
- Google and Facebook reviews

SEM - Google Ads

The key to success is Google Ads. We have been able to acquire qualified traffic, composed of people interested in our clients' products, with precise keywords for an average price of $0.68 per click. Display audiences have played an important role in building brand awareness. In addition, with so-calledin-market audiences, we have achieved sales at very low acquisition costs.

Over 20% CTR on ads targeting competitors.

- 1st position Google paid
- Shopping campaign
- Dynamic remarketing
- Google Display banners
- Google Display banners in remarketing

SMM - Facebook Ads

For social networks, the majority of sales are made on Facebook. Given our client's target audience, this remains the safest platform to make sales and track users for advertising. A contest was also created to maximize engagement on Facebook, increase brand visibility at a low cost and obtain email addresses of prospects as it was a formality to participate.

159 participants in the contest for an acquisition cost of $0.06 per email.

- Facebook Advertising
- General Remarketing
- Facebook Advertising
- Dynamic Product Catalog Remarketing
- Facebook Video Advertising
- Instagram Video Advertising
- Instagram Remarketing

Email marketing

Emails still generally account for 25% of e-commerce sales. Automating certain sequences is essential to keep people engaged on the website. Once the initial effort is put on emails, it is easier to create intelligent automations based on visitor behaviour.

25% reduction in shopping cart abandonment with an automated sequence.

- Abandoned cart
- Newsletter sign-up
- Contest sign-up
- Cart pledge
- Cross-sell / up-sell

2021 vs 2020

The results.

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INCREASE IN ORGANIC WEBSITE TRAFFIC

25%

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INCREASE OF THE CONVERSION RATE OF THE SHOP

50%

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INCREASE IN THE VOLUME OF ORDERS

71%

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INCREASE IN RECURRENT CUSTOMERS

183%

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AVERAGE VALUE INCREASE PER ORDER

39%

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INCOME INCREASE

126%

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Google, Instagram & Facebook

350,000+ ORGANIC AND PAID IMPRESSIONS

A human marketing agency focused on our clients' success

The Bofu Method: Why do business with us?

It all starts with the implementation of a structured and sustainable growth strategy that combines technology tools, digital media and traditional media. This scalable solution will not only help your business attract new customers, but also retain them and build loyalty.

This strategy will also become your way of systematically exploiting the most profitable sales channels for your company and your sector, such as radio, web referencing, social network advertising, etc., in order to gain visibility and market share.

Optimising your audiences, ad placements, targeting and sales channels has an immediate impact on your sales and processes. We achieve maximum revenue for our clients by collecting data and conducting in-depth analysis and testing, with the aim of adapting campaigns and management tools for sustained growth.

We specialise in growth, strategy and process automation. We understand how humans interact at every stage of the different life cycles, which allows us to mass customise and automate. Your system should work for you!

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A methodical approach to growth.

Our team of experts support your marketing department and key decision-makers in establishing and executing optimised growth strategies. This allows us to develop your sales funnels, find new acquisition channels and rework your growth strategy to find scalable and sustainable growth paths.

Our strategies are innovative, bold and tailored to our clients' needs and objectives. The success of their business and their project is at the heart of our approach.

Our Process.

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EXPLORATION

Our process always starts with a phone call, a virtual meeting or a face-to-face meeting. We want to take the time to get to know you and learn more about your business, its needs and objectives.

This will allow us to identify the value we can bring to it.

Certifications.

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Testimonials

What our customers say about us

I have had my best season in the history of the company year after year for 3 years now! I sold my snow removal business and with Bofu's marketing know-how, I can concentrate on my specialty: hydroseeding. Thanks guys!

Pierre-Luc Beaulne, President of Hydro-Pro Seeding