Since 2018, Nui Organics, a long standing client, has engaged us in various capacities, including consulting, advisory, fractional CMO, and full agency services. Initially, the brand sought to undergo a rebranding, clearly define its marketing messages, and formulate a comprehensive marketing strategy with a minimal budget and no in-house marketing team.

+ Market Research, Audit, Analysis and Strategy Formulation: We embarked on comprehensive secondary market research, examining both micro and macro-environmental factors, identifying key market trends, user behavior patterns, and conducting a marketing audit that included analyzing sales data and performing an in-depth competitive analysis (covering USPs, messaging, websites, SEO, social media presence, and advertising strategies). Based on this data, we created buyer personas and developed appropriate messaging, which informed the creation of a digital marketing strategy aimed at attracting, engaging, and delighting Nui’s customers.

+ Setting KPIs and Implementing Analytics: We assisted Nui in identifying and establishing target KPIs and implemented advanced tracking in Google Analytics, HotJar, Google Tag Manager, and Facebook.

+ Ad Campaign Management and Email Marketing Optimization: Adviseo took charge of setting up and managing ad campaigns across Facebook, Instagram, Bing, Pinterest and Google, encompassing remarketing, display, shopping, and search ads. We also enhanced email marketing efforts through planning, automation, and template design. Furthermore, we integrated Facebook and MailChimp with Shopify, enabling the launch of a Facebook shop and dynamic remarketing campaigns.

+ Website Optimization and Conversion Rate Enhancement: Our efforts extended to conversion rate optimization, refining website categories and filters. We introduced several Shopify apps and scripts to boost conversion rates, prevent cart abandonment, and facilitate cross-selling and upselling. In addition, we provided support for marketing automation. We oversaw the transition from Shopify to Shopify Plus, implementing Shopify Plus apps and scripts (such as Launchpad, Shopify Flow, Script Editor) to devise an advanced pricing strategy and automate price changes. The client also sought professional guidance in establishing a specialized in-house marketing team. We aided in recruiting and integrating a copywriter, a graphic designer, and a PPC specialist.

In 2021, the client approached us with several issues needing resolution:

+ Assistance was needed in preparing for the launch of two new product lines.

+ Email deliverability was poor, with suspicions of emails being marked as spam, leading to lower than expected email marketing effectiveness.

+ There was a need to reduce the cost of customer acquisition.

+ The goal was to increase the number of organic customers (SEO and organic social media).

+ We conducted an email deliverability audit and discovered security issues as well as a significant volume of emails being sent from the domain marked as spam, which had already impacted the domain's reputation.

+ We analyzed the data and identified problematic stages in the conversion funnel.

+ We created a Growth Directory with targeted KPIs for each channel, executive reports, and proposed several marketing experiments for testing. We installed several apps to improve conversion at every funnel stage, such as quick view and wish list apps.

+ An audit of overall email marketing activities was conducted, identifying areas for growth. We created an email marketing plan with targeted KPIs and a strategy for email marketing automation to increase conversion rates. We revised several automations, redesigned email templates for different recipients, conducted A/B tests, and initiated the process of collecting additional data about users.

+ We analyzed content strategies, including SEO and competitors' social media efforts, conducted audits, and performed in-depth keyword research for the blog.

+ Developed a multi-channel media plan for the product launches, working with the in-house team to craft a detailed advertising campaign plan.

+ Within one month, we managed to identify and stop the source of spam emails, improving the domain's reputation from low to medium. We fixed authentication issues and made email marketing more secure, enhancing email deliverability by updating the templates.

+ Conducted a thorough analysis of marketing activities and competitors, developing strategies to improve metrics. We increased site conversion by implementing third-party applications (wish list, quick view) and improving email funnels, which led to reduced customer acquisition costs. We enhanced user interaction by setting up an advanced order tracking system on the site.

+ Created a comprehensive content marketing plan, including an outline for the copywriter and recommendations for the SMM specialist.