机会

作为值得信赖的电器元件分销商， Waytek brings a human touch to serving customers across an array of industries for their electrical component needs. 在近50年的经营中, the company’s heritage and high standard of customer service helped create a core base of patrons. 为了最好地接触到它的观众, Waytek has collaborated with hga皇冠 consistently over years to increase revenue growth and 建立可扩展的电子商务渠道.

当hga皇冠开始与Waytek合作时, we analyzed existing efforts and implemented an email marketing and content marketing strategy that resulted in a 17.在线收入增长1%.  随着Waytek的电子商务业务持续增长和扩张, the Waytek team saw untapped potential online and needed a plan to approach these marketing channels. 他们再次求助于hga皇冠来迎接挑战.

在一起, hga皇冠 and Waytek established a comprehensive online marketing strategy that included paid media, 饲料管理, search engine optimization (SEO) + search engine marketing (SEM). This combination of strategies led to multi-million dollar growth and an established eCommerce funnel that Waytek can scale to meet its needs over time.

发现、分析和策略

Previous analysis had shown opportunities to optimize and encourage customer conversions from non-registered to registered, hga皇冠留存的关键指标是什么. 通过不断的共同努力 营销自动化, 电子邮件优化, 内容策略, 社交媒体管理, 多渠道付费媒体分析+优化, hga皇冠 gained a deep understanding of Waytek’s marketing landscape and provided a foundation for future efforts.

当建立一个可扩展的电子商务渠道的时候, hga皇冠’s team was eager to support Waytek as it continued to elevate its online presence. We leveraged existing platforms and processes to continue to equip the Waytek team with the tools and information they needed to track visitors, 转换用户, and evaluate performance in support of Waytek’s eCommerce sales.

战略+战术

帮助Waytek的在线业务实现增长, hga皇冠 developed a comprehensive strategy including paid media, 饲料管理, SEO和SEM.

付费媒体

因为Waytek是经销商, the paid media strategy included managing Waytek’s brand and parts, 此外还有68个制造商品牌.

These diverse product offerings led to hga皇冠 building out more than 120 brand and non-brand ad campaigns in Google Shopping, including managing more than 700 ad groups subdivided by product category. This approach supported top-of-funnel prospecting activities that guide potential customers to the site via search.

并行, hga皇冠 also launched paid search + display campaigns to complement the Google Shopping strategy.

饲料管理+优化

对于Waytek这样的公司来说， 提要文件是一段关键的信息. It's a file that contains the company's entire product catalog and supplementary product attributes. This is what gets fetched by shopping platforms like Google, Microsoft or Amazon. The feed file acts as the source of truth for products listed on these platforms. Optimizing this file can start with standard data integrity to ensure it’s consistently up-to-date with attributes including pricing and shipping tables. It can get more advanced with custom labels and business rules depending on how much cleanup is needed. Waytek's feed file contained more than 6,500 products and had become dramatically outdated over time.

hga皇冠 helped establish standard business processes for Waytek, between its product feed file and enterprise resource planning (ERP) system. These approaches aided in optimal data hygiene for search engines, 并最终为收入奠定了坚实的基础.

These processes included addressing and resolving a few core data quality issues:

• 计算最小订货量(MOQ), 应用最小订单值(MOV), 运费, 还有nexus属性
• Roadmapping critical feed data requirements + UX improvements
• Improving product titles + descriptions, generating higher impressions without increasing cost

Seo + sem

Rounding out the online marketing ecosystem, hga皇冠 supported Waytek’s SEO和SEM efforts. Waytek’s SEO updates included on-page content updates and off-page featured snippets and knowledge boxes. 另外, we advised on technical optimizations to ensure search engines can accurately and efficiently access, crawl and index Watyek’s web pages — and easily return Waytek pages in search engine results pages (SERPs).