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Digital Marketing StoryBrand Case Study

3 “Must Read” Digital Marketing Case Studies

By Case Study, Inbound Marketing, Influencer Marketing, Marketing, SEO, StoryBrand 2 Comments

Most marketers looking to start a digital marketing program for their company, they are usually met with some resistance from the higher ups.

After all, PR, print, and tradeshow have always been the industry norm. 

If you’re still on the fence about pulling the trigger on the benefits of a cost-effective digital marketing program and are serious about getting on track to building your digital footprint for the future, now’s a good time to reconsider. 

In this post, I share three case studies that we’ve worked hard on over the past 2 years that received some outstanding results.

12-Month Ecommerce Case Study

Garrison Everest was approached by a 2-year old firearm company who had big growth goals that were having trouble getting traction in the marketplace. Due to the cost of entry to place print advertising—they were looking for other means to make their brand known. 

A rebrand was conducted that included new packaging, logo, and ecommerce website to make their products more appealing and more attractive to prospective buyers. Next, we built out three digital marketing programs that included SEO, email, and industry partnerships. To build brand awareness, the SEO program utilized content and industry writers to build backlinks on popular publisher sites. On-page and off-page optimization was also included. Lastly, we began engaging on social media daily, which added a human component versus a faceless brand image with their followers who in the end, shared the client’s brand goodness with their followers.

 

firearms digital marketing


Results

  • 400% Increase in traffic from the previous year
  • 40% in social media followers across Facebook and Instagram
  • 112% increase in email subscribers 

 The amount invested provided the client with a 624% return on investment. The program paid for itself six times over.

 “That’s like putting a dollar into the stock market and getting six dollars back.”

 

12-Month Influencer Case Study

A mid-growth company was having problems getting its product to penetrate a competitive accessory segment. Print and banner advertising provided diminishing returns, which set them looking for other ways to get more bang for their marketing dollar. Garrison Everest provided an influencer marketing strategy that worked with prominent industry celebrities and social media influencers to raise awareness of their product.

 

Results

  • 9.1 M Impressions
  • 7.2 M Estimated Reach
  • $6.5 CPM
  • 670K engagements

What made this influencer marketing program remarkable was the low CPM. Compare a $6.5 CPM to the cost of placing a banner ad on leading sites where CPM costs can be as high as $25. Influencer marketing provided great value to this company. 

 

24-Month Inbound Marketing Case Study

Faced with growing competition and a changing landscape, a B2B company contacted Garrison Everest to help them differentiate in the marketplace and generate leads and customers online. 

They were already placing large print buys but were not getting good returns, nor were they able to track their results which made them feel like they were throwing their money out the window.   

We started with a comprehensive brand development assignment that led to a website redesign and a 12-month inbound marketing campaign. Over the course of the next 12 months, traffic increased, leads multiplied, and through automation, we were able to nurture those leads into customers. 

The first campaign was so successful that they renewed for an additional 12 months.

 


Results

  • 233% increase in traffic
  • 564 leads
  • 383 new customers
  • 664 additional blog subscribers
  • 225% in social media followers

So does digital marketing work in the outdoor, shooting sports and defense industry? 

Yes, it does— unfortunately banging on this drum is difficult because for most marketers putting all their money towards print, PR and tradeshow is more comfortable. However, with the customer base skewing younger, I would argue traditional is becoming a risky bet. 

Digital marketing is all about daily repeatable tasks. Identify a clear message, the right channels, launch, track, optimize, tweak, rinse, and repeat. 

As you consider this year’s marketing budget, think about what a reliable digital marketing program can do for your company’s growth and the added benefits of a profitable revenue channel that works for you 24/7/365.  

 

 

5-Keys-To-Stand-Out-and-Attract-New-Customers

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Joshua Claflin StoryBrand GuideJosh Claflin StoryBrand GuideJosh Claflin, President at Garrison Everest and StoryBrand Certified Guide, helps companies who are struggling to stand out in the crowded marketplace and attract new customers. 

 

How-can-long-tail-keywords-help-my-business

How Can Long-Tail Keywords Help My Business?

By Inbound Marketing, SEO

Did you know that if your website ranks within the top three listings on Google—your chances of getting clicked on is 6 times higher? Google refers to this as the golden triangle. See below.

For small business owners or start-ups trying to find a cost-effective marketing solution to generate revenue, attaining top 3 rankings on Google could mean the difference between stagnant or explosive growth.

Google controls almost 68% of all web search traffic (87% mobile) — Google now processes over 40,000 search queries every second on average which translates to over 3.5 billion searches per day and 1.2 trillion searches per year worldwide. (Source: Internet Live)

Bing is second with 18.7% and Yahoo third with 10%. (Source: Search Engine Land). 

google heat map

If you’re website ranks in the 4th-10th position or is listed on the second page—your chances of being found drops considerably.

So how does one make it into the golden triangle?

Well luckily, due to changing consumer behavior—93% of all B2B and 83% of all B2C purchases begin with an online search (Source: Business 2 Community). Most of these queries are in the form of a question that contains more than one keyword.

 

What is a keyword?
Keywords consist of concise phrases that are one to three words long. Keywords can be anything that describes what you do: category, service, product, brand, location or person.

Here are some example keywords with their estimated monthly search volume: 


  • graphic design (74,000) 
  • realtor (70,000)
  • weight loss (1,500,000)
  • swimming pool (49,500) 
  • brand development (1,000) 
  • cars (1,500,000)

The terms above are highly trafficked and extremely difficult to rank for.

Keywords should always be placed in the title of your website and sprinkled into the copy of your content—but only if it makes sense. Write copy for people, not search engines.

What makes keywords difficult to rank for?
Keywords with a difficulty of 60 or higher (on a scale of 1-100) are highly competitive because there are hundreds or even thousands of competitors in one given category. The more companies fighting for the same keyword, the harder it is to rank.

What is a long-tail keyword?
Long-tail keywords are more conducive of today’s user behavior and easier to rank for. After all, if you have a question—whom do you ask? Today, a rising majority of people turn to Google.

Long-tail keywords add more keywords to the base phrase and are typically created by stating a question. So using our terms above, this is how long-tail keywords look:

As you can see, by adding 2-3 more keywords (adjectives, nouns or verbs), to your string—you can potentially move your web pages, blogs or landing pages higher up in search engine results.

How to choose the right keywords?
Relevance is key in choosing keywords. Make sure when choosing your keywords you select the ones that most closely describe your product or service. Another method that should be considered is adding a location. By adding a location like Denver or Indianapolis, you concentrate your results to a specific geographic location. This can align your search engine rankings to local competitors and bypass national or global competitors which tend to be harder to rank against.

Here are a few tools to help you choose the right keywords:

long-tail keyword searchWordtracker
The best place to start with understanding what keywords you should go for is Wordtracker. Wordtracker gives you the ability to start with a seed keyword that in turn gives you results based on that term. It will also provide search volume and competition. So for example, if I search for “types of lemurs.” See right.

HubSpot
HubSpot’s keyword tool displays the same information as Wordtracker, but is much easier to use. We use HubSpot for all of our keyword research and analysis. It allows us to track our keyword progress as keywords climb in rankings and allow us to see what our competitors are up to. It also shows us other keyword opportunities that may exist.

The concepts of keywords are fairly easy to grasp, but knowing where to start is the first step.

With a little understanding of how long-tail keywords work, you can begin attracting visitors to your web pages–even in highly competitive categories.

So how do I use long tail keywords?
It all starts with a blog. If you’re not consistently updating your blog on a regular basis, and are competing for competitive keywords, it’s going to be very difficult to rank. You may try Pay Per Click—which is paid advertising on Google—but chances are those keywords will be very expensive.

How do I track progress?
There are several free tools out there to help you track your keyword’s progress. Google Analytics is a free service you can install on your website. A paid version we recommend is Counter Central. Google and other search engines typically crawl your website once a month looking for updates. Recently, its been noted that this is done on a weekly basis. Check back once a week and record your progress. Here are some additional tips to speed up your crawl rate

To get started with long-tail keywords and blogging, check out the free resource below. Good luck!

Inbound Marketing Toolkit

 

Free Download:
Inbound Marketing Tool Kit
 

Get started with Inbound Marketing by learning about the tools needed to grow your business and prove ROI.

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Brand Development Inbound Marketing Consultant

By Josh Claflin, Brand Development, Inbound Marketing & Creative Strategy
Josh helps brands who are struggling to develop their brand; grow, stabilize or increase profits through their websites; increase revenue through online channels and enter the digital era of marketing.