Monthly Archives: September 2020

INCREASING ECOMMERCE REVENUE BY TEN TIMES – A CASE STUDY

Digital Marketing Service for Gofiltr by BM Consulting

INCREASING ECOMMERCE REVENUE BY TEN TIMES - A CASE STUDY

About The Client

GoFiltr is a California based company that was developed with the intention of offering an ultimate hydration experience to the people. The founding members of this company were aware of the fact that most of the bottled alkaline water was prepared without any scientific knowledge of alkaline water and its effects on the human body.

GoFiltr’s range of alkaline infusers helps you to prepare all-natural, anti-oxidant, mineral alkaline water with electrolytes in minutes. GoFiltr Alkaline is compatible with most reusable water bottles and lasts very long as you can just refill the bottle instead of buying a new one from the market. GoFiltr Alkaline is an ideal way to infuse your water with vital minerals and electrolytes and increase its pH up to 9.5 in minutes.

Why Did The Client Choose Us?

In the initial stages, GoFiltr had to compete against well-established competitors in the market who sold bottled alkaline water. The client was advertising the product through shopping ads but failed to reach the expected sales figure due to high ACoS.

BM Consulting took up this challenge and designed strategies to bring down the ACoS and thereby improve the performance of the shopping ads. BM Consulting started working with them from December 2019 and since then the client’s sales charts have seen an upward trend.

Past Data Research Proved To Be Helpful

The client had already been running Shopping Ads, which meant we had a lot of data to explore and study in order to come up with new strategies. Our team spent a good amount of time in studying this historical data which later helped us to experiment with different bidding strategies.

The below graph offers a glimpse of the client’s performance before they started working with us. As you can see, the cost was very high ($2874.07) as compared to the revenue generated ($1331.22) in the period from Dec 2018 to March 2019.

Past Data Research

Implemented Multiple Strategies To Find The Most Productive One

The conversion rate was very low as compared to the advertisement cost when we started working with GoFiltr, hence we needed to take immediate measures to improve overall account performance in the long run. Our team performed detailed research of the target demographic in order to understand their buying patterns and perform keyword research. We tried multiple Google Ads Bidding Strategies that allowed us to zero in on the one that gave great results.

During the period between Dec 19 to Mar 2020, we succeeded in bringing down the ACoS from 215.90% to 30% and increased the ROAS by 10X. We did this by utilizing a manual bidding strategy and introducing a Smart Shopping campaign. We also created a Brand Search Campaign to push sales further.

Strategies for Adwords

It is clearly seen from the above graph that sales increased during the period from Dec 2019 to Mar 2020. In this period, the total revenue generated was $13390 against a cost of $4016.87.

During the campaign, we continued to monitor and optimize the campaigns, created new campaign types and kept checking on negative keywords to control irrelevant traffic and prevent wasted spend. Google Smart Shopping also gave us an opportunity to reach a larger audience and convert them into potential customers.

We Delivered Exceptional Performance Even During The Pandemic

The client decided to limit the daily budget from April 2020 due to the COVID-19 pandemic. Due to this constraint, we had to pause some campaigns which were costing more, while in shopping campaigns we disabled a few low-performing products. In spite of such conditions, the remaining campaigns performed exceptionally well and delivered great results, which can be seen from the graph below.

Adwords Performance During The Pandemic
Before:
Date Range – Apr 2019 – Aug 31 2019
Cost – $3339.05
Revenue – $3662.13

Adwords Performance During The Pandemic
After:
Date Range – Apr 2020 – Aug 31 2020
Cost – $1678.64
Revenue – $9795.14

 

BM Consulting Gets Results

It is to be noted that our digital marketing experts were able to accomplish this type of success by being dedicated to GoFiltr long enough to continuously monitor and test their advertisement campaigns and strategies. BM Consulting breathed new life into the search engine optimization and digital marketing areas of GoFiltr in a very short time frame. Our expert team of digital marketing experts helps big as well as small companies to boost their sales and connect them with their ideal customers.

For any information on  Digital Marketing, you may contact us or visit our website www.bmconsulting.in

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Integrate your Amazon store front with social media marketing

Integrate your Amazon store front with social media marketing

Amazon Brand Store is a boon for sellers with a brand registry as it allows them to showcase all their products in one place. This store enables your shoppers to browse through all your ASINs and select the one they desire. Amazon store also offers sellers a safe haven from the fierce competition in the market. Thus, for a store that offers so many benefits, taking the right measures to bring traffic to it becomes of paramount importance to sellers.

The number of sellers on Amazon is growing on a daily basis which is making it very difficult for an existing seller to bring in conversions by relying on age-old marketing techniques. Also, running sponsored brand advertisements or performing SEO optimization is no longer the “ideal” way of boosting your sales.

Social Media Testimonial

If these techniques aren’t of much use, then the question has to be – what can be done to amass brand visibility or popularity in this digital world?

Social Media Marketing is the right answer to this question. This powerful tool can help you to build not only your brand but also your business. There are a plethora of benefits of marketing your brand through social media. These include low advertising costs along with increased brand loyalty, traffic, and lead generation, all of which eventually culminate into more sales.

Social media platforms are accessed every day by millions of people worldwide. This shows that with the right marketing technique, you can bring in visitors to your Amazon store and let them explore your product range without any interference. But how exactly can you use powerful social media platforms like Facebook, Instagram, or Twitter to your advantage? Let’s get into the details:

Select the Right Social Media Platform

There are multiple social media channels out there that can allow you to promote your Amazon store. However, creating an account on all of these channels and maintaining it proves to be time-consuming as well as unproductive. Instead, choose a platform according to your preferred demographic and concentrate your efforts on increasing brand awareness with the help of that particular platform.

Facebook and Instagram are the most widely used platforms for social media marketing as many people, especially the young generation, spend hours daily scrolling through the posts and stories on these social media platforms. The demographics of Instagram are beneficial for any e-commerce business as they fall in the age bracket of 30-49, which is the prime buying age range. Besides this, Instagram also offers a “Shopping” section that allows you to connect with millions that engage with shopping posts to learn more about products.

social media platform

Create Enticing Content

Be it email marketing or social media marketing, crisp, engaging, and high-quality content is the need of the hour. Advertising the features of your product is not enough because people nowadays relate more to stories that showcase your brand’s journey and highlight its value.

You can either include short videos or add creative images in your posts to pique the customer’s interest in your brand. You can integrate these videos or images with your Amazon store link so that it will take the customer straight to your personal store, thereby increasing the chances of conversion.

Create Enticing Content

Create A Customer Database

As a seller, you must know that Amazon rules prohibit you from capturing email addresses using their platform. Thus, social media proves to be an effective way to gather customer emails that can help you to develop your business in the future.

You can put a link to your Amazon store on your social media profile and these links will also serve as opt-in forms for the potential buyer. However, you must also remember not to continuously link to your Amazon store in your social media posts as it might look too cliché and customers may tend to ignore it often.

Social Media Testimonial Is The Key

People usually connect immediately with other shoppers and which is why a positive review of your brand from other customers can help to seal the deal. The chances of a potential customer visiting your Amazon store and actually buying your product increase by many folds if you post customer testimonials online regularly and share them as much as possible.

If you are using Twitter, you can “Favourite” the tweets that mention your brand and retweet them using your account. For Facebook, you can share on your wall what your customers have to say about you in an effective way. For Instagram, you can include hashtags with your testimonials as they are a great way to attract attention and make that post shareable.

Social Media Testimonial

Amazon store is something that has the potential to change the way people look at your brand. A creative store develops a brand image and strengthens your place in the competitive Amazon market. Every possible effort should be taken to drive traffic to this store and the tips mentioned above will help you to do so, thereby generating sales.

For any information on  Amazon Sponsored Ad, you may contact us or visit our website www.bmconsulting.co

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How To Manage Products With Less Demand On Amazon

Manage Products on Amazon

The world is changing constantly around us when it comes to fashion, food, technology etc. With this change, the urge to constantly upgrade ourselves with new and better things takes hold on our minds. This urge results in people shopping specifically for the products that are high in demand on e-commerce portals like Amazon.

For a seller on Amazon, the latest shopping trend in the market can prove to be advantageous if he has that particular in-demand product in stock. However, this leads to a negative impact on other products that have less demand because their sales figures fail to rise as the consumer’s attention is fixated on popular products.

Another drawback that an online retailer has to face is the surplus inventory of low demand products in the warehouse. In order to make room for the products in demand, it is imperative to clear out the old stock from the warehouse. This calls for devising new strategies that can put such low demand products on par with the trending ones and ensure a good amount of sales.

Perform An In-depth Market Search

Getting sales for products with less demand is a difficult task, but not an impossible one. If your product does not have enough consumer demand, then you need to take measures to create it. You need to conduct thorough research before launching a product in a non-responsive market. You can start by studying the consumer shopping patterns, the geography of the region you wish to target and the value of your product in the consumer’s life.

Create Demand

The mantra for selling any product is very simple – create demand for that product. Low demand products often get shadowed by the veil of publicity the trending products conjure, however, if you understand your product deeply, then, it becomes very easy for you to showcase its importance alongside the products that are selling on a large scale.

Amazon Product

You can start by designing a marketing strategy that portrays the key benefits of that product in a person’s life. While creating any form of content around that low demand product, ensure that it highlights the USP of the product in such a way that a potential customer will feel an urgent need to get that product for himself.  Producing regular and quality content will not only help in marketing your product but also pique the interest of the consumer in your product.

Understand The Product Cycle

Believe it or not, every seller knows that their product has a certain life cycle, however, they fail to utilize it in an effective way. A product generally starts losing its value after the maturity period as shown in the graph below. Thus, it is by this point you should come up with possible strategies to sell your product. An ideal way of doing this is to introduce a clearance sale at the end of the season by offering certain discounts or other lucrative offers on your product.

For example, if you are selling a sweater for winter, then the perfect time for advertising it in the market will be between the month of November and February. However, if you still have some stock left in that period, you can put out a clearance sale or season end sale around the month of February. Clearing out your old stock will also help you to make room for summer clothing in your warehouse.

Product life cycle

Get Reviews From Dedicated Customers

The best way to authenticate a product in the market is by getting people to provide Customer feedback and reviews about that product. Even though a new customer might not be inclined at purchasing a product that is not in demand, a dedicated customer can do it if you offer him some special deal.

Make use of your customer database and find those who are actively involved with your brand and purchase from you more often. You can throw in some special deals for them which will make them purchase your product. Once this is done, ask them politely to review that product and advertise that testimonial on your website so that others will be able to see it. Doing this will help to popularize those low demand products thereby generating sales.

Rating & Reviews

In a world where shopping patterns change rapidly, it is very difficult to get a certain product the attention it deserves in order to get it sold. However, if you understand your customer just as you understand your product, then generating sales is not difficult at all.

For any information on  Digital Marketing, you may contact us or visit our website www.bmconsulting.in

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A CASE STUDY OF GOOGLE ADVERTISING FOR GLOBAL BRAND OF DOG ONESIES (USA, CANADA)

dog onesies case study

BM Consulting developed a cost-efficient approach to maximize sales and brought down the cost/conversion by a healthy margin as compared to the client’s performance in 2019.

Our efforts resulted in

– bringing down the cost/conversion rate by 7.24%
– increase in conversion rate by 5.65%.

About Shed Defender

Shed Defender is a global brand for dog onesies in the USA, Canada and other parts of the world. Their mission is to keep creating products that promote a happy and healthy lifestyle for dogs and strengthen the bond between people and their pets.

Shed Defender always believes in making a difference, which is why their dog onesies are stitched from a fabric that is made from recycled plastic water bottles. This eco-friendly fabric is breathable, durable and stretchy which helps to keep the dog comfortable at all times.

Shed Defender products have helped to reduce dog anxiety and even helped with different medical issues so much so that they have proven to be an ideal alternative to the medical cone. Shed Defender products enable the owners to spend quality time with their dogs and form an everlasting connection with them.

Why did they choose us?

In the initial years, Shed Defender was the only brand that sold dog onesies in the American market. However, as the product gained popularity among the masses, many other competitors emerged which led to a negative effect on their sales. Shed Defender’s on-page ad position began decreasing and higher competition for search terms led to an increased expense against a poor return on investment.

With the help of systematically designed campaigns that targeted specific keywords and products, BM Consulting was able to increase the client’s brand awareness and click-through rate along with a decrease in the CPC.

Case Study Adwords

We started working with Shed Defender from the month of April 2020. The dotted lines represent the time frame from April to August for the year 2020 while the bold lines represent the same time frame for the year 2019.

A Streamlined Approach added More Sales at Fewer Costs!

We rebuilt the client’s AdWords account from the ground up, splitting it into meaningful campaigns that targeted specific demographics and interests (excluding non-performing locations, focusing more on location which is more likely to provide better ROI). As a result, Ad engagement began increasing which lowered the cost-per-click for the client’s Ads.

An in-depth product analysis helped us to target locations and products that gave better ROI in order to maximize sales. This approach not only ensured a rise in sales but also reduced unwanted spending on standard shopping campaigns.

A “Tried and Tested” Approach increased reach and helped in driving product sales!

Shed Defender had its own brand campaign from the beginning, but BM Consulting understood the need to refine it and improve its conversion rate. In order to reduce unnecessary spending, we revised our strategies to focus on areas that required greater attention to bring in sales at reduced spend. Daily segregation of negative keywords also assisted in reducing the unnecessary spend.

Relevant Ads Increased The Click-Through Rate

We created non-brand search campaigns with maximum conversion bidding at a low budget that targeted only 6 locations to reduce the competition. A responsive search ad within this non-brand campaign helped us give better ad impressions as we focused on all keywords in the 10 headings which are likely to perform well. By making the Ads relate more to specific keywords and only a few locations targeted, the click-through rate started improving immediately.

Google Ads Case Study

As seen in the above graph, the cost/conversion rate decreased from April 2020 to August 2020 as compared to the same time frame in the previous year.

BM Consulting Gets Results

It is to be noted that our digital marketing experts were able to accomplish this type of success by being dedicated to Shed Defender long enough to continuously monitor and test their digital marketing campaigns and strategies. BM Consulting breathed new life into the search engine optimization and digital marketing areas of Shed Defender in a very short time frame. Our expert team of digital marketing experts helps big as well as small companies to boost their sales and connect them with their ideal customers.

For any information on  Digital Marketing, you may contact us or visit our website www.bmconsulting.in

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Photography tips for your Shopify product detail pages – How to Manage Without the Expensive Gadgets

product photography

The product image of any Shopify Store is the primary thing to create an impression on the buyers. It describes the look, shape and size of the product. If you are going for photography, the following thing you should consider :

  • High-quality image
  • White background
  • Easy to zoom
  • 80% area covered by product
  • Multiple images from all side
  • One main image

Don’t worry if you don’t have a professional camera. You can also do it from your smartphones.  Professional photography cameras are more expensive. New store owners have not that much amount of money to spend on these things.  You can also take high-quality product photos without a professional camera. Here you will learn step by step to take a high-quality image using a smartphone:

Choose Your Smartphone

smartphhone

Nowadays a good camera quality Smartphone available at most of the people. First set the camera to a higher megapixel. At least a 12-megapixel camera phone you can use for this photography. A phone flashlight is not sufficient for proper lighting. You should use an external source of lighting for better results.

Use a Room with Good Lighting

Find a place at your home with a well-lit window. It will be better if your room has a large window. If proper natural light not coming into your room, then you can also use white electric light.

Set Your table

table set up

Position your table in such a way that light directly focuses on your table. Create a wall-like structure from one side of the table. You can make it using cardboard or plywood. Select one large white chart paper and set it to the table. Fix chart paper on the table in such a way that half of the paper covers vertical and half horizontal. You put your product horizontally and make sure no shadow form.

 Get a Mini Tripod

mini tripod

A static camera captures a good quality image. It is very difficult to make your camera static by holding with your hand. Tripod is a phone holding tool. It is available in different sizes. If you have a low budget, then you can also use a mini tripod. The difference is, a mini tripod will able to adjust the smaller height. But you can still get the required height. Just keep your tripod on another table or whatever things you have. Multiple adjustment features come with a tripod. You can easily adjust them and capture images from different angles.

Set Up a Diffuser Sheet

Sometimes natural sunlight too bright. High brightness not good for photography. It affects the image clarity. The diffuser sheet reduces the brightness level of the light coming from the sun. Some homemade alternatives you can use as a diffuser. Wax paper and shower curtain also reduce the brightness level. Select your best diffuser and set it as per requirement.

Now your photography set up is ready. But some more things you should consider for store images. Your online store visitor wants to see your product from all sides and different angles. Take multiple photos from different angles for better understanding. They also want to see product uses. Try to add images with their uses. For example: cloth with a model, curtain with a window, a juicer with fruits etc. You can also add dimension image as the last image of the Shopify product. In some cases, the image background looks gray. Use photoshop or other photo editing tools and convert background gray to white.

For any information on  Digital Marketing, you may contact us or visit our website www.bmconsulting.in

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