Online marketing, specifically email marketing and social media, has been growing in popularity for many years. Even pre-Covid 19, it had become an important way for businesses of all sizes to communicate with their customers. Online, or digital, marketing is simple to implement. It’s quick, cost effective and a great way for retailers to target their own niche in a crowded marketplace.
The client : Green Harmony Products
Green Harmony Products was one such retailer.They specialised in supplying high quality aloe vera products sourced from the Canary Islands and traded purely online. Green Harmony Products introduced me to the wonderful world of aloe vera and the benefits of natural gels for post exercise relief. I helped them develop online marketing campaigns that shared this with their audiences.
Our key objectives were to build trust in the brand and generate sales.
Online marketing deliverables
- Website updates
Green Harmony already had a website. It was a WordPress theme with a WooCommerce plugin which ran the ecommerce element. As I am experienced at updating WordPress websites I added content to the site in the form of blogs and new products.
- Copywriting support and content creation
Creating new content was essential for the online marketing plan. We held regular virtual content planning sessions via Google Meet. These focussed on developing informative content designed to highlight Daniela’s authority on the subject of natural skincare. Subjects centered around way in which the environment affects the skin, natural remedies for skin ailments and what natural products were good and why. As the expert in this area, Daniela would write the facts and then pass to me to turn it into the correct format for a blog post.
- Email marketing
Regular email marketing (via Mailchimp) was used to maximises sales from the database of existing customers. It was used to promote new products, featured products and special offers, as well as educate readers and build trust in the brand. Two distinct types of email were used; promotional (offers) and educational
- Prospect database development
Green Harmony were also keen to grow their prospect database. They had a range of natural baby skincare that was well known in Europe but new to the UK market. Our aim was to grow awareness and trust in the brand. Therefore we chose to partner with parenting magazines, providing competition prizes to grow an opted-in prospect database. We then used email marketing to target this segment with appropriate content and products.
An important review of keywords was undertaken for each of the products in the online shop. The aim was to ensure that all titles, product descriptions and image names included the appropriate brand name and product specialism. This enhanced the position of the shop items in natural searches.
“…We were so aligned with our vision of the projects I was completely blown away by the finished products….” “Working with Emma is excellent. She is very professional and punctual with all our deadlines. She understood what we needed from our website and marketing strategy, always recommending the best options. We were so aligned with…