Case Study: How Rising Panda gained initial traction for a beauty website

Executive Summary

  • Our client was a company interested in growing organically: a beauty and lifestyle website that could be monetised after 9 to 12 months.
  • We had to show early traction within the first three months, exceeding 100 000 unique, monthly users.
  • We built a strong foundation for a long-term growth, through tactics such as SEO, Social Media, content marketing and relationships with bloggers.

100,000

Visitors Monthly from Facebook

20,000

Visits Monthly From Organic Search

30,000

Single Ad Promotion Clicks

Client

A company, operating in multiple sectors including cosmetics production, interested in creating a new online marketing channel for their products. It planned to either acquire or organically grow a beauty and lifestyle website that could be monetised after 9-12 months.

Challenge

  • Create an attractive, professional brand and website, without the necessity of spending much time and budget on web development and branding.
  • Show early traction within the first three months, exceeding 100 000 unique monthly users.
  • Plan and execute on long oriented growth activities, including branding, content marketing, community building and SEO.
  • Manage this project end-to-end, from website development and brand identity, down to copywriting, social media, SEO, relations with bloggers and analytics, without involving the client's internal resources.

Solution

Within the first two weeks, we crafted a brand identity, purchased a short, brandable domain, set up a website, launched a presence across all major social media and hired the first team members.

From the very beginning, we balanced initiatives yielding immediate results like Facebook marketing, while simultaneously building a strong foundation for long-term growth through such tactics as SEO, content marketing and developing relationships with bloggers.

We worked on this project for over 6 months. Eventually, we handed it over to the client’s internal team along with a clear growth playbook, containing a set of key marketing processes to follow in order to develop further growth.

Strategy & Preparation

  • Preparing a growth strategy, including specific campaigns for marketing channels, timeline, required team and budget.
  • Creating a brand identity including name, logo, tone of voice, domain and colors.
  • Designing and configuring the website with CMS to meet various quality standards (SEO, mobile, analytics, UI).
  • Creating and refining a growth marketing playbook (a set of key marketing processes with proven results) that could be performed by the client's internal team going forward.

Facebook marketing

  • Creating an official Facebook account and building a network of several related fan pages through acquisition or organic growth.
  • Selecting and promoting top articles via Facebook ads.
  • Regular posting on Facebook accounts to boost engagement and reach.

Content marketing

  • Selecting topics with the potential to gain traction in search engines and social media.
  • Crafting communication to bloggers and smaller brands.
  • Creating various type of content, including articles, reviews, blog posts, lists, social media posts and more.
  • Hiring and managing an editorial team of a few copywriters.

Blogs & Brands

  • Establishing relations with bloggers and engaging them through multiple initiatives, including a brand ambassador programme, guest posting, co-promotion and contests.

SEO

  • Creating quality content based on topics trending in organic search.
  • Acquiring a large quantity of quality links through various initiatives, targeting minor brands, bloggers and forums.
  • Launching a forum to improve long-tail phrases.
  • Optimizing the website for Google and mobile search.

Results

100,000

Monthly Visitors from Facebook

40,000

Fans On The Official Fan Page

Total Trafficfrom Facebook

Traffic From Facebook, Weekly

Single Ad Promotion

300,000

total reach

30,000

total clicks

0.001

cost per click

20,000

Monthly Visits From Organic Search

25

Brand Ambassadors Among Bloggers

Total Trafficfrom Search

Traffic From Organic Search, Monthly

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