One roll of gaffer tape can go a long, long way to helping transform an online business (stick with us on this).
When Katy Widdowson came to BizPaul Social Media, she had a successful business in place but wanted some fresh ideas on how to make the most of her online store selling beads and craft materials.
She knew what she wanted to do, but she wanted some direction on how to go about it, another pair of eyes.
Katy initially established Bojangle Beads in 2009 with a shop in Loughborough, where she had a decent client base and the business steadily grew.
But then she took the decision to close the shop and move to a wholly online business. Even though costs were reduced, Katy knew the way to scale the business was to grow the online store.
“But I couldn’t get my head around how these could be used in a coordinated way to increase sales to my business. It felt like I was posting without anyone paying attention.’
After our meeting with Katy, we decided to focus on two social media platforms that were the most appropriate for Bojangle Beads – Facebook and Pinterest.
With Facebook, the objectives were to increase the organic reach by creating video that would interest fans and result in them purchasing.
So we suggested some ideas to Katy, and off she went and found a microphone stand, a mobile phone and some gaffer tape so she could create her own flat-video studio. She was then able to create five-minute explainer videos on how to make certain gifts.
Each video contained all the relevant information on what to do and, crucially, how to purchase the kit, with a link to the online product page.
‘The reaction to the videos has been incredible,’ says Katy. ‘Viewers can watch the video, see how easy the kits are to make, and then click to purchase.
I’ve increased sales of kits as a direct result of BizPaul Social Media's strategy
A large portion of Pinterest users are Bojangle Beads’ target demographic, so it was important to be on the platform, particularly as ecommerce elements of the site are proving to be strong.
Pinterest boards were restructured to feature more of the company’s products in categories such as ‘Bojangle Makes’, ‘Jewellery Repairs’ and ‘On the Making Board’. Each pin had a direct link to the purchase point in the online store.
Pinterest was also used to highlight user-generated content of customers’ photos of their creations sent in to Bojangle Beads.
This is a great way to show potential new customers that the products are accessible and can be made successfully.
By focusing on the two most relevant networks and using tactics to increase reach, Bojangle Beads has seen an increase in followers to its social media networks.
But most importantly of all, this generated an increase in sales of 15% in what has traditionally been a fallow period of the year.
‘We couldn’t be happier with BizPaul Social Media,” says Katy. “I really feel he understands our business and is a part of the team here.
“We’ve improved our sales in a slow period, so we can’t wait to keep implementing the strategy and see what happens when we’re usually even busier.’
February 25, 2017