Working Smarter Not Harder, Strategic Marketing Solutions for a Handmade Business
“Tina is excited about the work we do together. I feel like she’s as invested and interested in my success as I am. She has amazing strategies that have been successful. She believes in my product. I am so grateful to have met you and I’m so excited about the work we can do in the future.”
- Tammy, Owner at Ladybird Ceramics
The Client:
Ladybird Ceramics is a line of hand-painted ceramics for home entertaining, all designed and hand-painted in Canada by the founder and artist Tammy.
The Challenge:
When Tammy came to me, she had years of experience and success with in-person sales and Etsy marketplace, but wanted to make a plan to grow the eCommerce side of the business, with the intention of scaling back the required travel, and intense days of shows. Etsy lacked reliability in sales and attracts a high-touch, demanding customer.
She had a Shopify site that was working but wasn’t growing quickly, and lacked attention and strategy. She also had little time or personal interest in working harder on the marketing.
As a busy, working artist, marketing strategy was something she was ready to hand-off.
The unique challenge with this business is we needed to see sales growth in Q1-Q3, and keep the sales controllable to keep it a handmade and family run company.
My challenge was to grow the online sales in a sustainable and manageable way, that required little extra, time or marketing effort from the founder.
The Solution:
I identified that the business would require some immediate actions and then we moved to ongoing monthly marketing support to reach Tammy’s online sales goals and long-term vision of scaling back in-person events, to be an online first business.
The strategy had a multi-part solution.
Website UX
Improve the website with an eye towards improving conversion. Leverage app solutions to increase online sales, customer service and AOV.
SEO to drive traffic
Create an SEO strategy to bring traffic to key, high-margin product lines.
Layer in Google Ads
The brand had never run paid ads and with a low daily budget, my campaign showed an impressive ROAS driving new customer growth.
Nurture the existing Collector base
Send regular email campaigns to Ladybird repeat collectors and nurture new buyers through targeted e-mail flows.
Use seasonal marketing events to drive excitement and sales among collectors.
Results:
In our first 6 months of working together, the audience and sales increased dramatically and 1 year in the growth is predictable and sustainable.
After applying foundational best practices, leveraging technology solutions, and following a consistent and repeatable marketing strategy, I achieved the desired goal of growing the business in Q1-Q3 and increasing online sales outside of Etsy.
Shopify sales are up by 82% Year Over Year
Average Order Value is up by 20% YOY
Total orders are up 46% YOY
Conversion rate is up 182% YOY
Interested in working with me on your marketing growth strategy ?
Contact me here for an intro call.