Digital Marketing Case Study: Health and Beauty ecommerce
Client: online shop
Location: Riga ( Latvia)
Target Sector: Health and Beauty Product
Market Expansion: Italy (online market)
In this case study to expand online shop in Italy, the Health & Beauty ecommerce was already present with an online shop in other countries (Austria, Switzerland, Spain, Russia) and had recently entered the Italian market.
Their objective was increasing their online business’s market expansion in Italy.
They needed to understand if and how Italy could be a good market for their business but they couldn’t immediately invest in native Italian speaking personnel.
They opted for DO BUSINESS IN ITALY solution to quickly become operational in Italy.
They outsourced Digital Marketing Office and Customer Service in Italy for almost 2 years before proceeding to invest in hiring 2 internal marketing figures.
They needed to start an “italian unit” so we define a digital marketing plan with these strategic tasks in Italy:
- Get more organic traffic from all search engines
- Focus on content marketing
- Building stronger Digital PR
- Launch Influencer Marketing Campaign
-
Establish efficient customer service
Case Study to Expand Online Shop in Italy: #1 Phase – SEO audit
How did I support them?
They need to build and execute a digital marketing plan in Italy and measure their success.
So I approached the project in different phases :
#1 First phase: my expert SEO Partner optimized the italian website.
To get more traffic from all search engines they need a SEO audit for italian web site.
What is a SEO audit?
SEO audit is a general web site check-up to evaluate how well website is optimized for search engines
Goals of this first phase: analysing their on-page optimization to improve it and the traffic on the website
- Analysis of the relevant market, competitors and keywords;
- Analysis of the website’s and e-shop’s pages;
- Optimization of contents already in place;
- Planning of new contents (to be included in the blog section, still to be developed)
- Checking the accuracy and efficacy of texts
The company already had a strong brand in place but they have to:
- create marketing contents in italian
- update their blog articles with a high-quality and value for their targets
I wrote SEO friendly articles for their new blog section.
#2 Phase: Social Media Management and Digital PR
Social Media Marketing for social accounts can spread by word-of-mouth promotions crucial to an online business’s success and build relationships with potential and current customers.
In addition to promote their products, they needed to share contents that will interest and engage their target audience with tips, advice.
That’s why the company had to focus on content marketing publishing web articles and social media marketing.
Be active, posting on regular basis and interacting with followers responding in time to comments or questions.
- I have translated in italian their texts ( for organic posts and/or adv posts)
- I provided them original texts
Content marketing is crucial also for PR success.
Case study to expand online shop in Italy cannot be separated from a good PR Digital Plan
How did I support them in building stronger Digital PR ?
- Finding and selecting the best bloggers/infuencers/opinion leaders (free or paid )
in target with their business position, audience , content quality - Getting in touch with them by email and by telephone according to their procedure adopted
- Managing the process of development partnership according to the Marketing Director;
- Guest Posting: writing and publishing articles on someone else’s website or blog, previously selected.
Online/Offline Magazines
Selecting online/offline Magazines in target
#3 Phase: Influencer Marketing Campaign
Searching for influencers in line with your target is delicated and strategic task for your online business success.
You can use some tools (automated and not), marketing analysis and…. lots and lots of patience!
I assisted the brand in its search of influencers carring out different aspects
- analysis and positioning of their product
- analysis of target and buyer personas
- research and selection of the best influencers or agencies
- drafting of the proposal ( terms of collaboration and contents)
- monitoring of the campaign and track results
They usually looked for certain type of bloggers. Most likely these are:
- Parenting bloggers
- Fit bloggers
- Healthy lifestyle bloggers
- Eco-lovers
- Yoga passionates
- Doctors, physiotherapists etc
Not every blogger who seem okay at first glimpse, will turn out to be a good one. There are few things you need to pay attention to: statistics, gender, engagement.
#4 Phase: Client Support Italy
An online business needs also a professional customer service.
Do Business in Italy Solution provides also Outsourced Client Support in Italy.
- Ensure a positive customer experience by giving regular updates and clarification, both by email, by phone, by social accounts, on the orders’ process or enquires
- Providing a complete customer service
- Being the customer reference point
Conclusion of the Case Study to expand online shop in Italy
For about 2 years the company has successfully outsourced strategic services for growth in a new foreign market, quickly, with little risk, containing costs.
They have outsourced strategic tasks before deciding to invest permanently:
- competitive and strategic analysis in a new market, Italy
- digital marketing (social media marketing /seo audit)
- customer care & client support in Italy
- support inthe selection interviews for Italian resources
After that period of time, the potential of the Italian market was understood.
They hired 2 Italian employees in Riga, marketing specialists and the company grew even more.
