Overview

About the Client: The Embroidery Store is an online supplier of embroidery supplies to the commercial embroidery industry.

Pain Points: An outdated website, new products, and high rate of abandoned carts called for a website refresher, a dash of new content, and a pinch of marketing automation!

CHALLENGE 1

An outdated website which wasn’t bringing in enough website traffic.

Solution:

The dated look of the website was hurting their ability to keep users on the website long enough to purchase a product and their search engine rankings. Any other marketing efforts would be a loss without the proper foundation.

With an updated look, we ensured users could find their responsive website on Google and other search engines by optimizing each page and product for relevant, targeted keywords.

CHALLENGE 2

Attracting visitors to their new and improved website.

Solution:

Once we had an updated foundation for inbound marketing, we started producing valuable and engaging blog posts and SEO longtail keyword landing pages to attract visitors to the website and position The Embroidery Store as an expert in the embroidery industry.
A large portion of The Embroidery Store’s customers are current or aspiring business owners, so our goal was to craft content targeted to the interests and concerns of that niche.

CHALLENGE 3

Raising awareness about a new product with their current customers.

Tablet-emb-store

Solution:

In July 2017, The Embroidery Store introduced a new wholesale embroidery product: Robison -Anton Embroidery Thread, this being a well-known brand but a new offering through their website, While their keyword rankings on general industry keywords were increasing, they now needed to add another to the mix and rank for this new brand of thread.

To kick off the new product launch, we coordinated a Robison-Anton giveaway, highlighting the new line and offering up a complete color card (which included hand-spun samples of 400+ different colors of this brand of thread) and a spool of this thread in a basic color.

Visitors were asked to provide their name, email, and answer a basic question to be entered in the contest. This generated 478 leads for The Embroidery Store in their first month with a full inbound marketing approach and led to a successful new product launch!

478

leads generated in the 1st month

CHALLENGE 4

Needing another conversion point for those visitors who weren’t ready to purchase immediately.

Without a full inbound marketing approach, The Embroidery Store may have missed over 40% of their revenue during that time period. Since implementing the automated abandon cart workflow, it has saved 350+ orders and over $40K. With that workflow alone, they doubled their investment with an ROI of 86%.

Solution:

For those users, whether they already had a commercial embroidery supplier or were in the beginning stages of starting their own business, we created evergreen content in the form of ebooks and whitepapers website visitors could download.

These pieces of content provided guidance to commercial embroidery business owners (and future business owners!). As a result, The Embroidery Store is now positioned as an in their industry and a dependable resource, not only for information on their products but also for embroidery business owners.

In other words, more than 35% of visitors filled out a form, providing their name and email, in exchange for the free resource with information on how to start an embroidery business. This has enabled us to continue to nurture those users who weren’t quite ready to buy with targeted marketing emails.

With each new ebook or whitepaper we produce, we are able to ask the user questions in exchange for this valuable resource. This allows us to learn what website visitors are interested in learning more about, which we use as a guide to our content strategy. When we’re able to learn what The Embroidery Store’s target audience wants to know, we can ensure the content we’re providing will be helpful to them.

OVER 35%

conversion rate for their first ebook

CHALLENGE 5

Losing money from users abandoning their online shopping cart.

Solution:

To combat this, we created an automated workflow using their customer relationship management (CRM) tool, HubSpot, that automatically send reminders to customers who added products to their cart and left without completing an order. Once this was set up, we were able to begin tracking cart abandonments and recovered revenue.

$40K+

in revenue recovered by abandon cart emails
(July 2017- March 2018)

IMPACT

Between July 2017 – March 2018, a full inbound marketing approach has…

Without a full inbound marketing approach, The Embroidery Store may have missed over 40% of their revenue during that time period. Since implementing the automated abandon cart workflow, it has saved 350+ orders and over $40K. With that workflow alone, they doubled their investment with an ROI of 86%.

Generated

102,000

Site Visits

That’s an increase of over 300% prior to an inbound approach.

Added

1,380+

New Customers

These new customers have
generated over $250K in sales.

Converted

2.9%

of Traffic into Leads

From these leads, 40%
converted into customers.

CONCLUSION

Ultimately, The Embroidery Store has an ROI of over 940%, and that doesn’t include returning customers purchases. With a full funnel inbound marketing approach, they’ve seen an increase in leads and revenue, as well as brand awareness and their presence on search engines.

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