Goals and Challenges
Cool Kites was a relatively new business having only been trading for about a year. As with many new businesses in their first year budget was an issue. As a result, Cool Kites followed the path that many other small businesses take and developed their own ecommerce website. To compliment this initial site with some online marketing they engaged an national SEO company and embarked on a self managed Google Adwords program.
Very quickly they realised that the potential was so much greater if they could only market their buisiness online more professionally. As with most self built sites, it didn’t look quite how they had envisaged and didn’t work as well as they’d hoped. The SEO service they were receiving was also disapointing as the company that they had engaged, although well known were charging a significant amount to optimise for one phrase and had never met the client face to face. As far as PPC went, it was all a bit hit and miss.
After researching the kite market and looking into the quality and strength of the competition we decided on the following solution.
Site design to rival competitors. Focus on simplicity and ease of finding products quickly.
New search engine friendly, flexible ecommerce site. We started with just a couple of hundred products and the aim is to soon move towards about a thousand. For this solution we chose to use Pretashop.
SEO strategy based on an initial 5 important keywords. Methods to include on and off page optimisation, creation and installation of a wordpress blog, article writing and social bookmarkeing.
Completely overhaul the Google Adwords account, to employ all know best practices to ensure a higher cost per click and be able to measure sales from paid ads.
Quarterly email marketing campaigns to exisiting client base talking about latest offers and new products etc.
Since the Internet Marketing solution has been live we have managed to see marked improvement in performance. Overall website visitors are up by just over 50%. We have managed to maintain most of the keyword positions that the previous site had achieved and have started to see some new high search engine position results on some new keywords. Find out more about how internet marketing could help your business.