Creating a Compelling and Effective Marketing Plan That Generated Results
At SEO TWIST, we love it when a plan comes together. Planning can often be the hardest part of a long-term project, but that challenge pays off in the long run. Wedding planning is perhaps the best example of how separate elements come together to create something truly special. In fact, many of the principles that apply to wedding and event planning are equally applicable to an effective SEO plan. And when Sinders Bridal House visited our offices to discuss a full website revamp and ongoing SEO plan, it was a natural fit, one the SEO TWIST team took to with enthusiasm. “Having very little knowledge of marketing, it was a daunting task to create the best strategy to reach more clients while making the most meaningful impact through the mediums we chose,” said Meghan Lavergne, co-owner of Sinders Bridal House with her sister, Stacey Lavergne. “We knew that, in order to succeed the way we planned, we would need someone to help us.” That’s where we came in. The project’s scope involved a full visual refresh, an effective SEO setup to boost search rankings, and engaging social media strategies to reach a wider audience. It was clear from the get-go that, more so than ever, the details would matter. Our team set about planning the perfect wedding website, and delivered a finished product that went above and beyond expectations.
Long-Term Plan, Long-Term Results
Brides shopping for their dresses aren’t usually looking for something a few weeks ahead of time. Wedding planning is a months-long undertaking—much like a good SEO plan. It all began with effective research and insight from SEO Analysts, who determined what keywords and strategies within the bridal market would best support business growth. The marketing plan included SEO setup and optimization of an engaging website. This site would push conversions and ensure an outstanding through-the-door business. The process is comprehensive, and here it was no different. From researching the competition to conducting a market study into the customer personas, to creating a complete set of marketing objectives, metrics, and KPIs to go by to deliver results, the SEO TWIST team put its diverse expertise to work.
Think of the abundance of wedding and bridal-related media and advertising already available. How do you stand out in such a competitive industry? For one, you don’t just sell products. Sinders Bridal House had a keen understanding of their unique identity and where they wanted to bring their business. They were and are very much not a cookie-cutter, big-box retail approach to the bridal market. As a result, the focus was never about pushing inventory, but rather selling an experience to prospective brides. In addition to our marketing efforts, we developed AdWords and Facebook campaigns to drive immediate results. Weddings are special, something every woman spends years dreaming of and planning for—even before they know they’re getting married, in many cases.
“We needed someone who would be able to meet our needs but also ensure that our presence and personality came through consistently,” commented Meghan.
The highly experiential aspect of the business informed our SEO plan. We developed graphics and content that reflected this, emphasizing the unique aspects of fittings, designer dresses, and making a special event out of a trip to Sinders Bridal House.
Tying the Knot
Working on a steady deadline, our team set about designing, developing, and building the redesigned Sinders Bridal House site. As our SEO research and plan came together, we presented the client with various design options. It was a bit like helping someone find the right wedding dress. Our designers worked to develop a compelling look that complemented the bridal shop’s unique identity. They provided options, feedback, and ideas wherever necessary. And, like planning for a wedding, separate aspects of the project came together beautifully in time for the site relaunch. Design and site development progressed concurrently with the creation of engaging site content. The final step was to tie it all together. Through it all, Sinders had a hand and say in every aspect of development. “We were treated like family every time we visited,” commented Meghan, “But we knew [SEO TWIST] would also be strict about meeting deadlines and targets.” As the project wrapped up, we proudly informed the Sinders Bridal family of the brand-new website waiting for them.
“Working with SEO TWIST made the entire process so much simpler,” said Meghan of the overall experience. “From the first meeting, we knew that they could take on every aspect we asked of them, and meet it with the detail we require.” From our perspective, Sinders Bridal House was an amazing experience for our team, who were and are extremely proud of the finished product. “We chose to place our trust in SEO TWIST, and have been rewarded with professionalism, knowledge, and consistency,” said Meghan. “And it doesn’t hurt that our reach has doubled since we first spoke!”