Utilize social dominance to drive traffic to website
Belong Designs, started in 2014 with the inspiration of following true passions in life and supporting those who wish to do the same. Following a website redesign, the goal was to use existing and new social platforms to drive traffic to the website.
As a burgeoning ecommerce client with a lot of potential, the goal was to utilize existing audience assets to drive traffic to site. However the challenge was that many of these audiences had remained static and had not been communicated with for a long period of time to begin driving traffic, existing audiences needed to first be reignited with a regular posting schedule. The size of the audience also created challenges; how to market to them effectively, without over “selling”, whilst simultaneously focusing on audience growth on each platform.
Growth in Traffic to Site Overall
Growth in Social Media Traffic Referrals to Site
Setting up Retargeting Pixels was the first step in allowing us to build audiences through actions performed on site. Data-matching the existing email database into Facebook audiences was another important step so as to be able to create lookalike audiences. To highly target content and advertising, we performed a review of cities generating the most site traffic and reviewed fan follower insights on each platform to build a better understanding of follower demographics.
Then, each month, working closely with the client, we planned a paid media spend that included advertising and boosts to organic content. All of which was targeted towards existing fans of the brand and (product dependant) lookalike audiences built from those existing fans. We set out to create a mix of lead generating products which we knew were ongoingly popular (such as hoodies) and ran ads targeted to specific e-commerce events (like Black Friday).
Within our marketing strategies, we continue to represent the brand’s passion for ‘doing what you love’ with a range of formats including video and high quality images, as well as fan generated content.