Smitty’s Rancho is a new brand of women’s outdoor clothing and accessories. This includes everything from camouflage lingerie to concealed carry handbags for women. A conservative, Midwestern client base that I’m working with. I was put in charge of creating buzz for this new brand, managing the social media and optimizing the web page for SEO and UX (user experience for shoppers).
Created a blog to showcase top products in the industry as well as putting a spotlight on the SR products along with working with brands to promote this content out. One of the first posts that I created had over 500 views in the first day, 180 likes and shares and attracted over 100 direct views to the website leading to three sales conversions.
Using our identified target demographic (women, conservative, like guns/outdoors/hunting, ages 18-55 depending on product) I identified the key social networks to unveil the store:
Facebook – Create a brand page and target Facebook ads towards fans of other popular women’s outdoor clothing retailers. Create collages of products and other graphics to engage customers. Post about once a day to start and generate the initial buzz and get the conversation going. I would also be creating an app linking the website’s store to Facebook.
Twitter – Generate new user interest by interacting with new followers engaging in hashtags such as #camo #lingerie #outdoors #redneckgirl #mossyoak and more. Engage in conversations and not just shamelessly plugging products (about a 50/50 ratio of store links with room to adjust based on A/B testing).
Wanelo – Set up targeted products on the popular social shopping network with hashtags and descriptions. Get the ecommerce store verified. Bring in new customers by interacting with others (comments) and creating new shopping combos such as “Camo Lingerie”. Wanelo has attracted dozens of shoppers to the website a day since starting and growing in importance.
Pinterest – Upload all products with links to the store and get pinning to other related boards.
SEO / UX
Build backlinks with others (first with the social media pages) and later other websites. Add targeted keywords for all 100+ products and categories so they can be more easily found on search engines. Add meta keywords/tags/titles that appeal to the user base.
Collecting customer emails and designing an opt-in form for the social media pages and for customers that purchase.
Project is ongoing but in the first few weeks of implementation, sales have been tracked from Wanelo. Traffic to website has began to increase through off-site links (social media mainly) by up to 20% so far.