SEO case: online store and brand promotion of the Ukrainian clothing Wearme

BEFORE

New brand of the Ukrainian clothing WearMe, domain is 1 month old.

Initial traffic: 0 visitors per month.

CMS: 1C Bitrix.

Promotion area: Ukraine.The priority were the cities where the partner’s and own outlets were located: Kiev, Odessa, Chernomorsk, Krivoy Rog, Brovary.

The brand wasn’t represented on social media as the one customers can communicate with. The shops’ addresses weren’t available on Google Maps.

Goal: to attract targeted visitors from search engines; to represent the brand on social media; to gather a loyal audience around the brand; to get leads through social media and the brand employees’ task was to turn them into sales.

COMPLETED TASKS

1. Search Engine Optimization.

On-page SEO:

- created formulas for title, description, h1;

- customized robots.txt and sitemap.xml files;

- connected Google Analytics tracking code statistics;

- performed an internal site audit and fixed errors in source code of the site template;

- moved the website from HTTP to HTTPS (SSL certificate) in March 2017;

- created SEO content and put it on category and static web pages;

- prepared SRS for the copywriter to post news on the website blog section.

Off-Page SEO:

- purchased 145 backlinks Example.

- have built 160 links on forums starting April 2017.

2. SMM promotion.

We created accounts on the priority for the brand social networks: Facebook. Instagram. Brand pages and a page for one of the Wearme showrooms in Odessa.

We created a single corporate tag #wearmeua.

We created a company page on Google map and added outlets addresses.

We developed a content plan for social networks divided into stages. From the beginning of the promotion, the focus was on useful, educational posts. In the middle of the promotion - on Advertising copies.

We created a single banners style for promotions, useful content, giveaway contests, event posts, such as store opening, participation in exhibitions.

We also decorated highlights stories with covers according to the brand style. Filled our stories with a lot of useful information about the brand, outlets, answers to frequent customer questions. For example, information about the size chart and how to choose your size.

We set up communication with sellers of purchasing departments, wholesale, sellers of stores in other cities. Employees received from us inquiries from new clients in social networks, answered them and also completed the sale.

We worked with the negative perception, helped to correctly solve these moments with customers.

We created a contest every 1-2 months to maintain activity and the influx of new audiences.

To warm up the loyalty of subscribers, together with the brand, we created a permanent action “product of the week”. During the week each client could buy a specific product with a discount of 50%.

We created navigation tags so that the client could see the entire range of goods that might be interesting for her.

We made a recommendation list for models at the photo shoot. We worked with the photographer, selecting the photos needed for processing. Influenced the quality of content.

We monitored comments, customer requests. We also responded in a timely manner, communicated with the audience on behalf of the brand, maintaining activity and interest.

We advertised promotional posts and product, which at that moment was popular with a certain age category of customers.

Our team made targeted advertising to priority regions and the whole of Ukraine.

We worked with the service of automatic and manual subscription to accounts of a similar audience of interest.

AFTER

Result: getting stable traffic around 1000 visitors per month from search engines.

Customers began to find the brand on social media and mark the brand in the photos with the goods, add the brand tag to their posts.

The company started getting customers requests. On average, from 0 to 30 per week. During promotional periods up to 50 requests per week. Soon the company hired an employee, whose duty was to process requests on social media, in order to improve the quality of service.

Due to the developed strategy of promotion in advertising and the established monthly budget, the Instagram increased rates with a gain of +200 subscribers per month.

Due to a properly developed script for communication with subscribers, the brand’s customer base was replenished on average by 2–4 numbers per week from social media. Most of the customers went to the stores to try on clothes offline.

Each post gave 1-2 requests about the price or the store location in the client's city. Every second story gave on average 2 requests for the period of actions.

During the promotion period, a group of loyal customers was formed, who were comfortable with following the brand’s Instagram account and constantly responding to promotions, booking fitting of goods.