Marlo Beauty Supply came to Vector Media Group with over 30 years experience operating almost exclusively as a mail-order catalog business. In addition to working with their design team to increase conversion rate, we were charged with establishing significant organic search engine exposure for the new site within a mature and highly competitive niche. We worked closely with Marlo to establish a detailed strategy for our online marketing efforts — and the results have been absolutely beautiful.
Marlo Beauty Supply contacted Vector Media Group to help create a web presence and the search engine exposure fitting of a company that has been a leader in the professional beauty supply industry for three decades.
Marlo needed to capture search engine marketing share and visibility in an established, maturing market with intense competition, all within the framework of the company’s complete website redesign and redevelopment effort. The company needed traffic and brand marketing that was going to make an impact among their online customer base. And all of this had to be achieved with exceptional ROI, as Marlo prides itself on being the low-price leader in professional beauty supplies.
Organic SEO
In order to fully leverage Marlo’s product offerings for SEO, we developed an Information Architecture that took 20 categories from a catalog and broke it into over 200 laser-tight subcategories that enhanced keyword density and page focus. The inbound links we obtained were from hand-picked sites within targeted online communities, which immediately built consumer confidence and brand credibility.
We worked closely with Marlo’s marketing team to establish micro-conversion values to properly quantify specific visitor actions. Every visitor action was tracked and data analyzed to tweak our organic and paid campaigns, eventually identifying new product segments and groups that helped the company grow its revenue stream.
Paid Search
We structured campaigns to reflect the company’s customer acquisition strategy and implemented A/B split testing of text ads to refine messaging, eventually identifying the most effective CTAs and value statements. We targeted highly relevant sites and forums with contextual network campaigns and expanded the company’s reach with broader PPC campaigns in Google, Yahoo, MSN and Business.com.
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We try to utilize as many of our diverse skills as possible to build you a strong plan for your future online marketing.