Cash-strapped brands therefore end up falling behind in terms of strategy formulation and customer interaction. This case study discusses the complete overhauling of a failing brand through the use of an overall digital marketing strategy.
By addressing those concerns it returned back to the limelight, customers' trust, and the market share map. Explore the key benefits of digital marketing and how it can transform your brand.
This paper aims to deliver a real-life experience of when challenges for business translation were transformed into advantages. The brand was able to reclaim its edge with some of the tools that include SEO, Social Media, and Paid Advertisement. This journey illustrates the potential of modern digital marketing solutions more than anything else.
Executive Summary
Once a brand is in the negative zone, heeding the guide to 'Turning Around a Struggling Brand with a Comprehensive Digital Marketing Strategy' can help it get out of the slump.
This transformation made the online engagement increase to 250% in six months and also the sales increase by 40%. It is now appropriate to discover how strategic planning and execution made the above possible.
In the first instance, the brand saw its sales revenue diminishing by 30% year on year, and its online presence suffering, at the same time. Thus it changed its website and adopted analytics and social media pens more people to it. It built customer loyalty while redesigning the face of the brand in the marketplace.
This case highlights actionable steps: starting with website redesign through to paid advertising and influencing, every strategy saw tangible results. Facebook and Twitter statistics do not list – 200 more social mentions per month were reached. The story of the brand can be highly instructive for any business that is facing similar challenges today. Learn how to create a winning B2B SEO campaign to drive success in your business.
Background of the Brand
The brand we are targeting in this paper has been in existence serving its specific niche for several years but had several creeping issues within its business model.
Their annual turnover was down by 40% in the past year mainly because they were unable to reach a sophisticated, culturally attached, technologically advanced generation.
The brand had less visibility on all the social media platforms, and in the search engines, the company was quickly becoming less relevant. Find out how many keywords should I use for SEO to optimize your content.
This one without much of a digital presence contacted Viral Vibes in tears. The idea was to guide them through the process of becoming oriented to the Internet environment without losing sight of their essence. Here's a snapshot of the situation:
Revenue Loss: A decrease of about 40% over the past twelve months.
Market Visibility: Not very active with any of the commonly used social media platforms such as Instagram, Face book and Google.
Customer Engagement: Decreased by 30%, certainly, fresh content or online campaigns were missing.
The risks were very high and everybody knew this was not something the brand could address with a piecemeal approach.
Identification of Challenges
The challenges were strategic and operational and were basically an affirmation of the complexities of partage camps as structures. They were facing a situation where they lost 25% of the market share due to early adaptors of digital marketing.
Old-world techniques like occasional e-mail blasting and broadcast messages did not work in the highly charged information age environment.
Key pain points included:
Lack of Digital Strategy: Lack of a clear strategy for how customers are to be targeted and maintained through online media.
Low Engagement Rates: Posts to be shared on social media sites had an average engagement level of 1% which is significantly low compared to industry thresholds.
Competitor Advantage: Competitors have turned to SEO and use influencers in their posts as well as paid ads to reach a larger audience.
The brand was on the brink of shedding its brand values. Challenges then came pouring in and the label Viral Vibes did not intend to back down, instead, embraced these issues and planned for a great comeback strongly with an all-around solution.
Situational Analysis
Market Analysis
When Viral Vibes took up the challenge, the brand was in a very sensitive sector with 15 direct competitors. This market trend was established at a 25% incline in digital shopping over traditional retail shopping. Half of the total target group is frequently engaged in active web browsing so it was clear that digital marketing would be the way to revival.
SWOT Analysis
The brand was rich in heritage but the organization did not have a current website presence which was certainly a weakness. The emerging challenges were more startup companies with better online solutions in the 18% yearly growth of online sales in their niche.
Viral Vibes leveraged its competence areas when addressing digital marketing threats by affording innovative solutions. Discover 5 proven methods on how to market effectively and grow your business.
Target Audience Analysis
The main target market comprised millennials and Generation Z customers contributing to 60% of the total customers. Viral Vibes found out that 72% of this group would like to interact with brands on Instagram and TikTok.
With this understanding, the campaigns were developed ad hoc, based on their preferences and interests, resulting in a 45% engagement rise.
Strategic Objectives
At Viral Vibes, we understand that any brand, no matter how much it suffers at the moment, has the potential to turn it around if there is a specific goal and direction. When working with our client, we established clear goals and outcomes to enable the turnaround process. Direct goals were set on the website visits to be increased by 50% in six months, and the engagement rates should rise by 40%.
We also wanted a minimum of a 30% rise in revenues by the first quarter after the strategy had been put in place. In addition, on the social networks level, we intended to increase their popularity up to 100,000 fans and subscribers in four months. The idea of the goals is that they offer identification of the further activity's direction.
Furthermore, increasing the recognition of brands was equally important. Specific communication objectives were to place Viral Vibes in the first five positions of search engine rankings for 10 market keywords of competition. This prevented our client from not only winning new clients but also regaining market share.
Digital Marketing Strategy Development
Rebranding and Positioning
At Viral Vibes, we first began by updating the brand image of the company according to the customer's needs. Part of this resulted in a new logo design, and a change in its marketing tagline, a step that saw its brand recognition rise by 35%. They started to identify the brand with quality and modernity, by following and incorporating it in their society's values.
Website Redesign and Optimization
After that, we aimed to achieve a pleasing continuity for the identity applied across the project. To their credit, Viral Vibes redid the website and was able to decrease the load time to 60% and increase its scalability for mobile devices. Consequently, bounce rates decreased to 25% and conversion rates rose to 12% levels.
Content Marketing
It was our mission to develop the best blogs, videos as well as infographics that would meet the audience's expectations. The brand had 15 blogs per month, increasing the organic traffic within 3 months by 40%. We continued providing the users with more and more through our storytelling narration method.
Social Media Engagement
Viral Vibes engaged fans through campaigns done on Instagram, facebook, and Twitter. The engagement rate increased by 50% as we started sharing polls, and going live, and reels as well. Individuals: One of the campaigns at one time targeted 80000 users in 2 weeks.
Search Engine Marketing (SEM)
We used specific Google Ads to target keywords that referred to high-intent keywords. The key message of the SEM campaign was a 25% ROI in the first month, it attracted over 5,000 new audience. It turned out that paid ads could greatly increase the brand's discoverability on the Internet.
Email Marketing Campaigns
Special email sales funnels were designed to approach customers for their retention. The results of the Viral Vibes campaign include a 20% open rate and 8% click-through which are significantly higher than ILS's benchmark numbers. Such efforts were able to re-activate more than 10,000 customers who appeared to be inactive.
Influencer Partnerships
Especially important were collaborations with influencers from the brand's sphere of specialization. For the campaign, Viral Vibes identified and contacted five micro-influencers who together have a following of 500,000. Influencers also boosted promotion sales by 18 percent. Follow these 5 steps on how to carry competitive analysis to stay ahead of your competitors.
Implementation Plan
Timeline
So at Viral Vibes, we came up with an action plan that was spread out over six months. During the first two months, we were redesigning the website and creating our first campaigns. In the third month, we began with social media ads, and by the sixth month, sales had risen by 45 percent.
Resource Allocation
For the whole strategy, we were able to set $25000, these funds were divided into social media which was 40%, paid ads which was 30%, and content creation 30%. A strong team of five specialists was involved in the project, and each of them did specific work to coordinate the workflow.
Collaboration and Workflow
The strategy for this stage of the project involved tight coordination between our team and the brand, which involved regular bi-weekly meetings to assess progress.
We needed tools to manage tasks and track the results; we used Trello for the first purpose and Google Analytics for the second one to guarantee every milestone was completed on time. Working in cooperation significantly increased productivity by 35%.
Monitoring and Evaluation
Evaluation is an important process in any marketing campaign, and at Viral Vibes, we made it as easy as possible. Targets such as at least a 50 percent change in website traffic and a 35 percent improvement in conversion rate were deemed primary KPIs. These numbers were used and referred to throughout the whole campaign.
For real-time monitoring, we use Google Analytics and Hootsuite to track our performance. By following this approach it was possible to capture useful details like increasing the level of interaction on social media by a quarter over the first three months. Retention of these metrics enabled us to effectively manage trends and opportunities as they prevailed.
Sustainable advancement was now the order of the day! Under the results, the content directions were more refined, with attention paid only to the posts that achieved a significantly higher click-through rate of 40% at that. These small changes had a huge impact on the visibility of the brand and also on the company's revenues.
Results
And don't worry, guys, Viral Vibes is more than happy with the results of the approach described above! Within three months the brand experienced a significant boost on the internet with traffic hitting forty-five percent and conversion rates rising from two and a half percent to five point eight percent.
The special focus of our upgrade campaign with a unified brand image and frequent social media posts reached over 120,000 users, generating chatter and renewed consumer loyalty.
No less striking was the sales figures. Our strategy helped increase monthly revenue from $8,000 to $20,000 as it aligned with consumer needs. Out of all of the marketing strategies used, email marketing was responsible for a whopping 22% of total sales proving how effective personalization can be.
With these successes, Mindshare demonstrated that with careful and analytical planning any brand can be revitalized.
Final Words
Reviving a struggling brand for a brand new market, or generally selling a product targeted at a different market, entails a combination of art, science, and data, all under a digital marketing approach. In this case, Viral Vibes was able to effectively reposition the brand by solving its problems and unique strategies such as launching social media, content, and a website.
While the level of engagement, conversion rates, and total revenue volume have increased remarkably, the case of 'equity' validates the effectiveness of the right strategy. This case discloses how misfortune may be converted into a great success story through innovation and commitment.