Ergonomic Furniture | Humanscale

CHALLENGE

Before we took over this project, they hardly had any footfalls at their local store. There were the following constraints with respect to Humanscale Digital Marketing in India:

• Digital Marketing strategy formulation does not have access to leverage the parent website.
• No access to the properties associated with it - Search console, GTM, GA, Social Media Channels, Ads manager.
• Increase Brand awareness for Ergonomic Office categories in the Indian market in a cost-effective way.
• Improve the listings ranking on Google.
• Gain more customers & action including calls within their target audience and catchment area
• Lead generation using organic methods of Digital Marketing

STRATEGY

• We had to think out of the box where the entire activities should be concentrated on some other digital platforms relevant to the Indian market. The answer was Google my business. This project is a classic example of Google My Business utilization to its maximum potential for retail businesses.
• The second thing we realized, we needed to focus on categories having high acceptance in the Indian market.
• Individual product landing page strategy

EXECUTION

• In order to decide on the categories, we did extensive research on the emerging trend on the ergonomics furniture and its competitors. We got various insights with respect to the product category, its quarterly growth in demand and future trending sub-categories.
• Since we did not have access to the global site and properties associated with it (Search console, GTM, GA, Social Media Channels, Ads manager). Hence, we realized that we need to drive digital strategy via individual product landing pages. For all the landing pages we had to set up search console, GA, GTM to track different matrices i.e. Clicks, Conversions, CTR, Bounce Rate, Session Duration, Crawl Depth, etc.
• Optimised their Business Profile to appear when people searched for their category product & services.
• Optimised each post so as to get more views & actions.
• Off page activities on the listings/individual posts/landing pages to improve their rankings organically.
• Integrated strategy combining best of ORM, Content marketing, Business listing & Local SEO