Uneeka are an independent retailer who sell unique and ethically sourced furniture, home accessories and lifestyle items. They have two retail outlets Uneeka Home and Uneeka Life and also run a café in Truro in the heart of Cornwall.
We were brought on board to help Uneeka grow the online side of the business, by fixing various issues with their existing web presence and helping to develop a digital marketing strategy that would achieve the growth targets they set.
Several areas required focus before we could start thinking about the marketing strategy elements including:
- Making the site secure and moving to HTTPS
- Creating a responsive design
- Installing a fresh and up to date version of Magento
- Migrating to a secure hosting and backup environment
- Integration and configuration of new plugins and extensions
Using the information we’d learnt during the design process, we’d identified the audience for the website which helped devise a marketing strategy that would kick start the initial campaigns and identify the budget required.
Keyword research, competitor activity and market knowledge then helped to put pins in the initial activities required.
Uneeka already had an in-house marketing and website management team and so a big part of this project was to get to know these guys to understand their strengths and weaknesses to see where we could add value and support.
One of the first tasks we undertook from a delivery point of view was to create a new responsive design, we based this on the company branding as well as elements of the site our client liked and wanted to keep. Our objective was to improve the overall user experience as well as ensure the site had the best chance of converting traffic to sales.
The original site hadn’t built up huge amount of value from an SEO perspective and so we were starting with a clean slate. Keyword research and url structure were key during development to ensure the site had the best chance of ranking well in search engines.
A content plan was discussed with the client as their products and overall brand ethos dictated uniquely and ethically sourced items of homeware and accessories. The opportunity here was to write stories around each product which would not only guide the user in their purchase but also help to build the SEO goodness of the site.
We then drew up a training plan to assist Uneeka’s inhouse team to design a PPC campaign that would help to drive traffic to the site. Within a highly competitive market place, choosing campaigns and initial product groups to focus on was key to maximising their budget. We designed a training plan which ran over several months allowing for trial and review of what had been taught in the previous session. Still in its early days, the campaigns to date have seen a X% increase in traffic since launch and they continue to be tweaked and optimised on a daily basis.
Luckily Uneeka, already had the beginnings of a mailing list and so we advised their team in designing a new template to reflect on the new design of the site. The strategy was designed around a promotions campaign and content plan with a view to driving traffic to the site as well as building brand awareness, the subscriber database and generating revenue.
To further assist in the growth of the mailing list we advised the use of an optin plugin which encouraged users to subscribe to receive a special discount their next purchases.
Although still in its early days this tool has assisted in a list growth of X and has generated x revenue.
Digital Marketing Planning
We remain part of the Uneeka marketing team and have regular communication as well as face to face planning meetings to help forward plan future campaigns and review marketing output and strategy. As the team gain in confidence and experience, we will reduce our input here and then simply sit back and feel proud of what they are achieving.