The Yolk Media

Uncategorized

Rough

The Yolk Media

Marketing You Can't Egg-nore

Hey Folks, It’s The Yolk Media. We Are An Integrated Digital Marketing And Media Agency By Managers From Amazon And Google With Global Capabilities Across Marketing, Branding And Web Design And Development. We Create Digital Experiences That Are Human-Centered And Future Proof.

 

Rough

The Yolk Media

Marketing You Can't Egg-nore

Hey Folks, It’s The Yolk Media. We Are An Integrated Digital Marketing And Media Agency By Managers From Amazon And Google With Global Capabilities Across Marketing, Branding And Web Design And Development. We Create Digital Experiences That Are Human-Centered And Future Proof.

 

Case study on southern packaging

Case study on southern packaging

Overview:

Southern Packaging, LP, a global leader in FIBCs and bulk packaging, hired LAIRE to remodel and create an SEO- and marketing-friendly website using our Growth-Driven Design (GDD) methodology. The company has experienced a 156 percent growth in organic users and an increase of 79 percent in total users in Q1 of 2021 after 9 months of website makeover and marketing engagement activities.

 High-Level Stats
  • Increase in Organi Users by 155.79%.
  • An increase of 125 percent in Form Submissions.
  • Produced $55,000 in closed sales in the first quarter of 2021 because of new digital leads.

155.99% Increase In Organic Users

125% increase In Form Submissions

Closed Business In Q1 of 2021

Background

Bulk Packaging Supply Leader

Leading supplier of bulk packaging, Southern Packaging, LP helps American manufacturers with their supply chains. Nearly 900 locations in the United States get deliveries from the company of more than 1,100 distinct industrial packaging goods, including poly-packaging, FIBC bulk bags, and more.

The Goal

Generate Organic Rankings and More Qualified Leads

Southern Packaging, LP hired us to execute a marketing plan after conducting competitive research so they could compete with local and national rivals who had been using a digital strategy for the last few years. We decided to overhaul the current website using a Growth-Driven Design strategy with the ultimate goal of increasing organic traffic through organic rankings and online lead generation. Incorporating strategic keywords and SEO best practices, we were able to construct new website pages gradually while showcasing their numerous product offers that weren’t previously highlighted on the website.

The site featured 24 pages altogether that had been redesigned with new content, page layouts, and modules after three months of Phase 1 developing core website pages and another six months of GDD.

Phase 1 Post-Launch Marketing Efforts

Our team adopted a GDD website redesign strategy, concentrating initially on the priority sites and templates before launching content marketing initiatives and creating auxiliary website pages. In addition to additional material like blog entries that are keyword-optimized, we also built the basic assets, such as compelling visual calls-to-action, email templates for product notifications, and newsletters.

Growth-Driven Design and Content Creation Generated 117 Form Submissions in Q1 of 2021

We have published and optimized 42 new blog articles within the last six months, made gated landing pages for product brochures, and established lead criteria for further lead creation. We have persisted in advancing strategic marketing initiatives, incorporating quarterly plans that cover paid advertising and email marketing. The company has received a significant number of digital leads from organic search alone, including phone calls and form submissions, and generated $55,000 in closed business in Q1 of 2021 from only digital leads.

Results of Growth-Driven Design

2021 Q1 TRAFFIC RESULTS

  • Increase in Organic Users of 155.79% (1,127 to 2,885)
  • Increase of 150.51 percent in Organic Sessions (1,374 to 3,442)
  • Increase in the Number of Sessions by 73.19 Percent
  • An increase of overall users of 79.2 percent

2021 Q1 Conversation RESULTS

  • Increase of 125 percent in Form Submissions (52 to 117).
  • Views of the Form Have Increased by 187% (1,827 to 5,247).
  • New digital leads produced $55,000 in closed business in the first quarter of 2021.

Case Study of a privately-owned finance company

Case study for A privately-owned finance company

Design, development & PPC in the finance sector.

Overview:

Bricks Finance is a privately-owned finance company that provides sensible financing to lenders and a better rate of return for its investors. To date, the company has completed £63,900,000 in completed loans with 0 investor losses to date. The company specialises in asset-backed businesses and bridging loans, a space once occupied by high street banks prior to regulatory reforms which stem from the 2008 financial crisis. Bricks originally approached The Yolk Media to run PPC advertising but then pivoted to brief a new website design and build. The following case study provides an overview of this process.

Sector

Finance
Bridging Loans

Expertise Delivered

Design
Performance Marketing
Development

DESIGN - A full rebranding

Bricks had not originally intended to rebrand their business fonts or logo. However, it quickly became apparent that the typeface and colour palette could be updated to improve UX. For example, different colours to represent different customer journeys, We also opted to use the font ‘Lexend’ in a variety of weights, as well as the enhanced colour palette below to help bring Bricks to life.

Magenta

Magenta 20%

Magenta 10%

Ink Blue

Cyan

Cyan 10%

Website Development

The previous Bricks website was built on WordPress using an off-the-shelf theme. The client was happy with the CMS but wanted a faster website and to elevate the borrow/investor experience whilst creating a structure that would allow the site to rank organically more effectively long term. The project started with keyword research to establish how customers who are looking for bridging loans or property loans might search online. This would inform the sitemap and ultimately lead to the website menu on the current site. With the sitemap established we then set about writing meta elements for the new structure and FAQs sections.

Growth - Lead acquisition in the finance sector

The previous Bricks website had a very simple structure and limited use of keyword terms which limited potential landing page visibility (aka quality score). Since launching the new website we have seen impressive improvements in like-for-like PPC metrics – we’ve used percentages to mitigate for media spend differences and compared May 2021 vs. August 2021

CPC reductions of 13.67%

Having specific landing pages improves quality scores. This is Google’s way of rewarding websites that provide content relevant to the terms they bid on. For a generic keyword-only campaign, the click-through rates (CTR) of the old site were 6.73%, on the new site this has increased to 9.74%, a +44.8% improvement.

Improving Click Share

Click share are clicks that you’ve received within search divided by the estimated maximum number of clicks that you could have received. On the old site, the total click share was 16.70% this improved to 27.93%, a +67.27% increase.

Better reporting on metrics

The website overhaul provided us with the ability to comprehensively tag and track user actions via Google Tag Manager. Users who interact with the borrow and invest calculators are counted and newsletter signups and contact form fills are tracked. All of these are useful metrics to monitor, but tracking phone calls has proven the be the most important, due to the volume received by the client. With so many variables at play, phone calls are often the best way for Bricks to deliver a highly personalised service to their customers. Each conversion point has allowed us to report more comprehensively on PPC and other channels such as organic and Linkedin.

To conclude

From an initial enquire centred around PPC, this project grew to encompass design, development, SEO and performance media. This holistic approach has allowed Bricks to smooth their customer journey, from the first impression through to website conversion.

Case study of innovative skincare brand

Case study for A innovative skincare brand

Performance skincare brand launches D2C

Overview:

Super Facialist sells a premium range of innovative skincare products in retailers such as Waitrose and Boots. We worked with their parent company Swallowfield PLC to develop the digital identity & tone of voice for the brand.

This acted as a launchpad to establish a direct to consumer business model selling their performance skincare products straight to consumers.

Sector

D2C
Performance skincare

Expertise Delivered

Performance Marketing
SEO
Analytics Setup

Performance Media

We were tasked with driving online sales through the use of search marketing, performance marketing and longer-term content-led SEO strategy.

Facebook Advertising

1. Brand awareness campaign

At the Awareness stage, our Facebook ad goal was to attract new audiences. We used carousel ads for that. 

This ad does a good job at highlighting “benefits to the customer” rather than mere features of the product.

2. Consideration campaign 

Using warm audiences from the awareness stage and getting them interested to try out our product was the goal here. We ensured that the website was well designed and optimized for user experience for the visitors on the site in this stage. 

During this stage, we can be more direct and ask for users contact info in exchange for something of value. For example downloadable pdf, special offer, free sample or trial, Giveaways, webinars etc.  

For Super Facialist we used an Image ad to offer free lipstick & £5 wallet cash in exchange for app install.

By incentivizing prospects to take a small action, We were able to build trust before asking users to pay for something.

The choice of incentives was also thoughtful aligning with the audience they’re targeting.

3. Conversion Campaigns 

In the earlier stages, we’d introduced our brand, got users interested, and built trust with them. To get leads excited we made sure to clearly communicate our value proposition. 

Consumers have never had so many distractions that prevent them from completing checkouts. Using Facebook and Instagram retargeting we ensured users who ‘added to basket’ were reminded at a later stage.

We also used DPA (Dynamic Product Ads) to show the right products to people who have expressed interest in them.

For example, if a shopper views a shaving razor, the next time around, Facebook will dynamically retarget that user with exact products.

4. Post-purchase campaign

We focused majorly on increasing the customer lifetime value of existing buyers by converting them into loyal customers And promoters.

We also incentivized these two main actions during the post-purchase phase:

  • Repeat purchases
  • Word-of-mouth advertising

Google Shopping

Using Google Shopping provided instant SERPs visibility for key generics such as ‘facial scrub’ and ‘retinol cleanser’. The shopping feed featured automated customer reviews, promotions and price drops. Utilising these features increased user click-through rates and campaign performance.

Search Engine optimization

Our longterm goal was to supplement SEO with performance media but with any new site launch, this was going to take time. We set about conducting an SEO audit before implementing product category landing pages, amends and Schema markup improvements (stock status, reviews and price).

Case Study for D2C men’s haircare

Case study for A D2C men's haircare brand

Strategy and performance media launching specialist D2C mens haircare.

Overview:

Jamie Stevens is a three-time winner of Men’s British Hairdresser of the Year who partnered with Swallowfield PLC to create a men’s performance haircare range MR. Jamie Stevens. The brand is the ultimate men’s haircare system designed to help combat the challenges of thinning hair and provide everyday grooming staples to keep hair strong and healthy.

Sector

D2C
Personal Care
Male Haircare

Expertise Delivered

SEO
Performance Media
Reporting

Performance Media

The Yolk Media worked with their parent company Swallowfield PLC (now KDC/one) to establish a direct to consumer business model which involved driving online sales through the use of search marketing, performance marketing and longer-term content-led SEO strategy.

Social Media Advertising

Consumers have never had so many distractions that prevent them from completing checkouts. Using Facebook and Instagram retargeting We ensured users who ‘added to basket’ were reminded at a later stage.

Google Shopping

Google Shopping provides instant SERPs visibility for key generics such as ‘disguise spray’ and ‘hair fibres’. The shopping feed featured automated customer reviews, promotions and price drops. Utilising these features increased user click through rates and campaign performance.

Search Engine Optimisation

Our longterm goal was to supplement SEO with performance media but with any new site launch this was going to take time. We set about conducting an SEO audit before implementing product category landing pages, Internal linking, robot.txt amends and Schema markup improvements (stock status, reviews and price).

Analytics Setup

Starting a new website and digital advertising meant setting up not only pixels and revenue tracking but all the advertising accounts too. We could then move onto creating reporting dashboards.

Case study for A global footwear company

Case study for A global footwear company

See how we helped a global footwear brand increase ROI by more than 300% in one quarter.

Results at a Glance:

195% Increase in revenue

307% Increase in ROAS in Q1 2019

10.7% Increase in ROAS Q2 2019

7000+ New eCommerce transactions in the first 3 quarters

Overview:

When a global footwear company like The Athlete’s Foot USA (TAF USA) decides to launch a brand-new eCommerce site, it looks to partner with a digital marketing agency capable of driving online sales at an enterprise scale.

We also reconnected with people who had visited The Souled Store’s products online but had not added any items to their online shopping carts or made any purchases in the previous 10 days using the website Custom Audiences.

TAF USA selected The Yolk Media amongst a number of agencies for just this reason: an innovative, creative, and brand-focused agency with proven success managing large media accounts.

Objectives

TAF USA planned to launch a new eCommerce site in Q4 2018 and they wanted to hit the ground running. With the help of our team, the company developed a plan to deliver on aggressive sales goals for the 12 months following the launch.

TAF USA would rely on us to create and manage all digital advertising campaigns, as well as to guide search engine optimization (SEO) strategies aimed at enhancing brand positioning, increasing brand visibility online, and raising awareness within TAF’s target market. Ultimately, the goal was to secure incremental revenue increases for TAF USA, quarter by quarter, using a mix of digital marketing strategies.

Strategy & Tactics

TAF USA had the launch of their new e-commerce site slated at a critical time: the last quarter of the year. For many e-commerce businesses, sales tend to peak during Q4. The company needed to get their digital program up and running so that sales were being driven from day one.

To meet these aggressive strategic objectives, our team launched with a mix of targeted strategies that would be monitored and refined, removed, or replaced—always based on the data—on a quarter-by-quarter basis. Though the mix of strategies was slightly modified each quarter, it was broadly comprised of the following

Results

The launch of the ecommerce site followed a strategy that began with an aggressive launch, followed by quarter-by-quarter monitoring and refinement. The general strategy, key performance indicators (KPIs), and progress are detailed below, from Q4 2018 through Q2 2019.

Q4 2018

Launch the ecommerce site and associated marketing activities

The stated goal of Q4 (phase 1) marketing activities was to test multiple strategies, then identify and refine core strategies based on KPIs identified during discovery. The KPIs? Return on ad spend (ROAS), transactions, and incremental revenue

Given that Q4 strategy coincided with the launch of the ecommerce site itself, it was very focused on revenue-generation. It was also a time of vigorous tactic testing—a time when The Yolk Media was introducing various channels and ad formats to gain an understanding of what worked best for this new digital audience.

Q1 2019

Focus on feed-based initiatives, social media campaigns, and promotional periods

In Q1 2019, the objective was to introduce additional feed-based initiatives and then hone in on the core strategies based on demonstrated results. This included the introduction of social stories on new releases, brand bananas, as well as Facebook DPAs alongside PLAs and DCO. The Yolk Media also focused on list segmentation for email campaigns, leading to significantly higher open rates

Q2 2019

Maximize feed-based initiatives, drive awareness on social channels, surface sale items in relevant searches

By Q2 2019, TAF USA and The Yolk Media team understood where to focus and expand resources to maximize reach and revenue

This included a greater focus on email campaigns, which saw a 127% increase in revenue generation and a 97% increase in subscribership, as well as Google Shopping, text ads, and DPAs, which saw 66%, 13%, and 14% increases in revenue, respectively

Shreeji foods- eCommerce sales via search marketing

Shreeji foods- eCommerce sales via search marketing

Brand Overview

To earn higher visibility for all products through Paid Ads & SEO

 Shreeji Foods sells healthy snacks and packaged dry fruits through an online ecommerce store. With a huge growth goal, they needed to win the search competition to attract new customers and better search visibility. 

We worked with an optimization program aimed at improving keyword positioning across search engines via SEO and implementing eCommerce focused ads strategy.

OUR CAMPAIGN

eCommerce SEO & Paid Ads

Keywords Mapping

We mapped products pages to the buyer-centric long-tail keywords. Based on keywords mapping we optimized pages and updated content according to competitor research. We also fixed pages technical issues to improve the website on-page SEO scores.

Off-Page optimization

We created blog posts and started publishing them to the related sites using branded link building strategy to establish brand visibility.

Google Shopping Ads

We created micro-targeted Google Shopping campaigns to drive high intent traffic to the website. Along with high intent traffic, this channel also contributed significantly to good returns.

RESULTS

997%+ Revenue growth in 5 months

342 % + New users

997.66 % + Revenue

350 K + Impressions

1158 % + Transactions

Case study on E-Commerce store

Case Study on An E-Commerce Store

Boosting customer acquisition with Facebook Dynamic ads

SUCCESS STORY

The Indian fashion and lifestyle brand used Facebook dynamic ads to automatically promote different product categories to potential customers, achieving a 40% increase in reach and 8X return on ad spend.

40% Increase in reach over earlier campaign with no dynamic ads

7 X return on ad spend

40% lower cost per acquisition over earlier campaign with no dynamic ads

2X increase in business volume over earlier campaign with no dynamic ads

THEIR GOAL

Increasing prospective customers

The Souled Store wanted to maximise reach and acquire new customers online, while increasing its return on ad spend and lowering its cost per acquisition.

THE Solution

Tailored to fit

We used Facebook and Instagram to run dynamic ads for broad audiences in order to increase customer acquisition. The advertising optimised campaign performance by automatically showing relevant products to buyers based on their interests and browsing behaviour on and off Facebook. Reaching out to people aged 15–25 in India, we used the carousel ad format to serve the photo ads, each with a clear call to action to encourage purchase.

We also reconnected with people who had visited The Souled Store’s products online but had not added any items to their online shopping carts or made any purchases in the previous 10 days using website Custom Audiences.

Outcomes

Stunning  fashion statement

The Souled Store’s Facebook dynamic ads campaign increased brand awareness and attracted new customers. We achieved:

  • 40% more people reached over earlier campaign with no dynamic ads (ads delivered to over four million people every day)
  • X return on ad spend
  • 40% lower cost per acquisition over earlier campaign with no dynamic ads
  • X increase in business volume over earlier campaign with no dynamic ads

Case Study on hotel chain

Case Study on ITC Chain of hotels

Brand Overview:

ITC Hotel is one of India’s top three hotel and resort chains. The ITC chain offers more than 100 hotels that cater to a variety of customer price points and experiences. ITC has built more than 8 hotels under the ‘ITC Luxury Collection’ brand. The Grand Central – Mumbai, Maratha – Mumbai, Maurya – New Delhi, Mughal – Agra, Windsor – Bengaluru, Gardenia – Bengaluru, Kakatiya – Hyderabad, and Sonar – Kolkata are all part of the Luxury Collection. Today, the brand has reshaped and redesigned India’s luxury and hotel industries.

Problem:

This level of legacy had already helped ITC in their brand awareness efforts but a huge problem was with the kind of competition ITC was facing. With more competitors attempting to eat up market share, the hotel giant was in need of ways to maintain its leader status, specifically with overnight business travellers who make up a large portion of the traffic that Chatrapati Shivaji Airport sees on a daily basis.

TO BEAT THE COMPETITION,YOU HAVE TO KNOW THE COMPETITION

It’s no secret that Chatrapati Shivaji Airport is one of the world’s busiest airports. As such, we could expect that ITC Maratha’s local competitors were hard at work actively targeting business travellers.

We conducted a thorough investigation into all of the hotels that surround Chatrapati Shivaji Airport in order to assess their place in the market and to see where ITC Maratha could make an immediate impact. Once that data was gathered, we developed an SEO campaign with the specific goal of targeting qualified guests.

This distinction – to target qualified guests – ensured that our client wouldn’t be inundated with irrelevant traffic. This type of traffic not only bogs down resources and skews reports, but it could also be costly (specifically when conducting a PPC campaign).

OUR SEO STRATEGY FOR ITC Maratha INCLUDED:

 • Compiling keywords to target (which helped to keep our messaging narrowed and focused)

 • Developing ongoing press releases, articles, and link building strategies

 • Reputation management within online travel agencies and online review sites

This Type Of Broad Approach To SEO Requires A Clear Strategy And The Support Of An Entire SEO Team, From Content Creators To Marketing Specialists To Media Buyers.

Because we offer full-service SEO solutions in-house, we were able to design and implement ITC Maratha’s strategy quickly and effectively, so that our client would see results … fast.

Page one Google rankings for its top 20 targeted keywords in 4 months

  • 50+ page one Google rankings after just 7 months
  • A 73% increase in monthly revenue
  • A 100% response to OTA reviews within 48 hours

ITC Maratha’s immediate success is one thing – but maintaining these types of results requires ongoing maintenance and adaptations in order to remain relevant in an industry that’s constantly evolving.