About the Client
Blackwood Barbers is a full-service barbershop with locations in Mitchelton and Nundah, Brisbane. They offer a range of grooming services, including men's haircuts, beard trims, face shaves, and facial waxing. It also features an online store providing premium grooming products such as styling products, razors, beard oils, and skincare items.
Goals
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Generate brand awareness: make the business more recognisable and memorable to their target audience
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Increase online sales: have an optimised buying process, improve product visibility, and encourage repeat purchases
Challenges
- Poor quality traffic: Despite having an established business, Blackwood Barbers was struggling to drive traffic to their website and attract new customers for their eCommerce store.
- Lack of repeat sales: They found it difficult to retain customers and lacked incentives to encourage repeat sales. They were seeking a way to transition their barbershop clients to becoming eCommerce patrons.
- Content consistency: Blackwood Barbers also faced challenges with a lack of content and social media engagement, as they struggled to consistently produce content.
Solution
We delivered a holistic digital strategy, leveraging our expertise across paid search channels such as Google Ads, search engine optimisation, and email marketing. This included:
- Performing an exhaustive organic keyword audit and analysis to push the right content and jumpstart link building and develop keyword ranking
- Streamlining spend split and bidding for Google Ads campaigns and investing more on converting campaigns
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Upgrading their email marketing strategy by redesigning layout, providing more consistency, and variating formats to test multiple avenues to improve engagement
Results
Final Thoughts
By leveraging a multi-faceted SEO, email marketing and PPC strategy, Margin Media successfully elevated Blackwood Barbers’ digital footprint, leading to enhanced visibility, increased organic traffic, and stronger eCommerce sales.
