Small Retailer Looks for Big Results from Digital Marketing Initiative
They say bigger is better. Not necessarily so, especially when it applies to business and our clients. When Kinetic is approached by small B2C retailers for marketing help, we lean into the conversation.
As a small business started 13 years ago by Dana Pulis, our entrepreneur-owner-principal, Kinetic knows the territory well. We have an affinity for and a lot to offer local retailers to help them attract new customers and grow their business.
Our work with The Banyan Tree is a perfect example. This trendy women’s boutique opened in 2015 at 529 24th St. W., on one of Billings’ busy West End corridors. Customers love the store’s wide variety of the latest clothing styles, a selection for “the young and the young at heart,” they say. The store also has accessories galore, including over 10,000 pieces of jewelry.
To increase awareness of its physical store and robust online shop, The Banyan Tree reached out to our team for a strategy to boost sales in the fourth quarter, particularly during the holidays.
We developed an exciting email marketing program to expand on the good daily efforts The Banyan Tree produces on social media. Their Facebook and Instagram accounts are full of engaging content in posts, photos and videos. Email is an essential channel for retailers to fully utilize. We saw opportunities there.
We’re now co-managing all social channels to help ensure that the content The Banyan Tree developed will be repurposed on all channels. Their great photos, videos and posts are now more strategically scheduled, creatively designed and diligently measured. We’re using our knowledge of Facebook to boost posts for maximum impact.
For the holiday season, we’re rolling out a digital ad buy, both PPC and paid social, to drive geographically and demographically targeted traffic. We want to see an increase in in-store foot traffic and activity in the online store. Kinetic will produce several digital ads a month and place them on appropriate platforms.
We’ll closely monitor the results from this initiative and see how effective it was in generating awareness and, ultimately, holiday sales for The Banyan Tree. Going forward, we’ll work with our client’s team to adopt a strong on-page and off-page SEO strategy to optimize local search performance.
Small businesses like The Banyan Tree and Kinetic help keep our local economy strong. We love working with businesses large and small but do note that small business is the foundation of the U.S. economy, creating two-thirds of net new jobs and accounting for 44 percent of U.S. economic activity, a recent SBA report showed.
With The Banyan Tree’s digital marketing initiatives underway, we can’t wait to see big results for this small business.