Clients and Case Studies
Jack Dawkins (Salt for the Earth LLC)
Background
Salt for the Earth LLC is an independent entertainment company founded by Drew Davis ( alias Jack Dawkins), a talented rap artist based in Boulder, Colorado. The client wanted to expand his fanbase and increase his brand visibility in the highly competitive music industry through email, social and paid ads. Main goals were to get more inquiries, sell live event tickets and organize digital assets to drive more traffic.
Goals
Establish a strong and authentic online presence to attract a wider audience and increase brand recognition.
Build and optimize website to nurture loyal fans, attract music producers and event organizers.
Increase fan engagement on social media, and nurture fans into signs ups for ebook, meditation workshops
Strategize lead funnels to convert followers on social and email into audiences for live events.
Organize digital assets like newsletters, press kits, single page bios for show producers, event organizers, music producers and press.
- Increase event hirings or live show bookings for the artist.
Increase traffic and signups to the client’s podcast episodes.
Approach
Branding and Positioning
Planned and executed branding techniques to help the artist understand his positioning as a rap-artist in the industry and helped him get uniform on all channels within the digital ecosystem.
Digital Strategy
Crafted a comprehensive digital plan for building brand awareness, utilizing effective channels like new landing pages for ebook, live event signups, email, paid ads and devising a consistent brand positioning statement, including recommending organic content ideas to drive engagement on TikTok and Instagram.
Website Optimization
Planned, designed and implemented website pages in WordPress, following SEO practices to align with the goals of the artist and deliver a good-feel user experience. Collaborated with the team to display videos, update podcast episodes and signups for newsletter/ebook.
Email Campaigns
Devised a fresh content for monthly fan engagement in Active Campaign and designed ebook using Canva for fans to get to know the artist better and grow subscribers list. Followed best practices of A/B testing to understand better what resonates more with the subscribers.
Paid Ads
Executed impactful paid campaigns on platforms like Facebook, Instagram, TikTok, for enhancing brand visibility and driving more signups for monthly newsletter or ebook. Followed best practices of A/B testing to understand better what resonates more with the followers.
Lead Generation
Implemented focused landing pages and lead generation strategies, including gated content and event sign-ups, to convert fans into customers.
KPI Monitoring
Closely tracked KPIs—website traffic, social engagement, conversion rates, and acquisition costs—to gauge digital marketing success and reported to the artist.
Fan Engagement
Leveraged social media channels, including TikTok and Instagram, to actively engage fans and enhance brand visibility.
Results
- The artist’s website traffic substantially increased to 400 visits a day from 10 visits a day, resulting in greater brand recognition and reach.
- Increased fan engagement by 2% on Instagram and 3% TikTok through consistent delivery of engaging content, fostering meaningful interactions.
- Through targeted email marketing campaigns, we captured fan email addresses, resulting in a substantial 30% conversion of the fan base into paying customers for music live events, contributing to robust revenue growth.
- By implementing personalized and engaging email campaigns the open rates increased by 4%, click-through rates increased by 3%, and conversion rates of these campaigns exceeded by 3.6%, demonstrating the success of the email marketing strategy in driving fan engagement and conversions.
- Overall ebook sign-up conversions were boosted and subscribers list increased by 4% for the artist.
Joan Gilbert Bride Boutique
Background
Joan Gilbert Bride is a renowned bridal fashion boutique specializing in designer wedding gowns by Le Spose DiGio and accessories. With a strong offline presence, the boutique owner wanted to expand its reach and increase brand awareness through digital marketing landscape.
Goals
- Starting from scratch online. Joan Gilbert Bride needed to establish a strong digital footprint to reach a wider audience.
- Fierce competition: The wedding fashion industry is highly competitive, with numerous bridal boutiques vying for attention. Standing out and capturing the target audience’s attention was crucial.
- Lead generation: The client sought to generate high-quality leads and convert them into customers, boosting sales and revenue.
- Setting up an ecosystem where inquiries would directly reach the bridal store’s owner and help the brides schedule an appointment directly with the stylist.
Approach
Social Media Strategy
Developed a comprehensive social media strategy to increase brand awareness, engage the target audience, and drive traffic to the boutique’s website. Platforms like Instagram, Facebook, and Pinterest were identified as ideal channels to showcase stunning wedding gowns and interact with potential brides.
Partnerships with influencers and media
Identified several online bridal platforms/magazines/influencers that can help reach to a wider audience and increase brand visibility.
Paid Ad Campaigns
To reach a wider audience and attract qualified leads, paid ad campaigns across various platforms were designed and executed. This included creating captivating ad creatives, targeting specific demographics, and utilizing retargeting strategies to reach engaged users.
Monitoring and Measuring KPIs
To track the success of the digital marketing efforts, a robust tracking system using tools like Google Analytics and social media analytics were implemented. Key performance indicators (KPIs) such as website traffic, engagement rate, conversion rate, and cost per acquisition were regularly monitored and analyzed.
Lead Generation Strategies
To generate high-quality leads, tactics such as promoting user generated content, and designing captivating landing pages were implemented. These strategies helped capture the contact information of potential brides, allowing for personalized follow-up and nurturing.
Results
- Through strategic social media campaigns on IG, Pinterest and FB, Joan Gilbert Bride’s online presence grew significantly.
- Achieved an astounding 17,000 organic website visits in just 4 weeks of the website launch by leveraging the power of Pinterest and Google. By the end of the first quarter, the inbound traffic surpassed 31,000K.
- The brand gained a substantial number of followers from 200 to 1200, resulting in increased visibility, engagement, and brand recognition within the target market.
- The engaging video content and targeted paid ad campaigns helped boost brand engagement across social media platforms.
- Leveraged user-generated content, bride reviews, conducted polls and contests, and encouraged interactions to create a strong sense of community among the audience.
- Higher website traffic from 0 to 700 website visits a day with the combined efforts of social media marketing and paid advertising.
- Optimized landing pages by following best practices of SEO improvised the user experience, resulting in improved conversion rates and a higher number of inquiries and appointments.
- Viral reel content on Instagram with 78.6K views and over 2K likes led to an increase in quality leads by 3%.