Boosting Brand Awareness and Social Engagement for eCommerce Brands: A Case Study on Asphalt Kingdom and Candy Direct

适用功能

销售与市场营销

用例

资产跟踪

挑战

沥青王国是沥青和沥青相关产品的领先供应商，其网站流量低且反向链接不足，影响了其搜索引擎排名和整体收入。他们需要一种创造性的内容营销和链接建设方法，以吸引更多人关注他们的品牌。另一方面，Candy Direct（一家销售散装复古/怀旧糖果的电子商务网站）的博客上没有任何内容。他们需要创建一个丰富而有趣的博客内容库来吸引潜在客户并提高品牌知名度。他们还旨在将自己定位为散装糖果的首选来源。

关于客户

本案例研究中的客户是 Asphalt Kingdom 和 Candy Direct。 Asphalt Kingdom 是沥青和沥青相关产品的领先供应商，为住宅和商业应用提供全面的解决方案。尽管他们拥有行业专业知识，但他们仍面临网站流量低和反向链接不足的问题，这影响了他们的搜索引擎排名和整体收入。 Candy Direct 是一个专门销售散装复古和怀旧糖果的电子商务网站。他们的博客上没有内容，需要创建一个丰富而有趣的博客内容库来吸引潜在客户并提高品牌知名度。

解决方案

沥青王国制定了独特的内容营销策略，重点针对不同的客户角色和人口统计数据，提供引人注目的相关内容。创作了一款以 3D 粉笔艺术为特色的 Linkbait 作品，它很有趣、出乎意料，并且有可能引起社交媒体的轰动。对于 Candy Direct 来说，解决方案涉及关键词研究、创意头脑风暴以及针对派对/活动策划者的内容创建。我们编写了一篇专家文章，采访了来自世界各地的糖果造型师，探讨糖果自助餐如何为活动增添活力。此外，还实施了一项社交参与策略，其中包括一场竞赛，用户必须猜测罐子里的软糖豆数量才能赢得现金。

运营影响

The creative content marketing strategies implemented for both Asphalt Kingdom and Candy Direct not only increased their brand awareness but also significantly boosted their social engagement. For Asphalt Kingdom, the 3-D chalk art piece was a huge hit within the asphalt community and beyond, giving them a strong competitive edge. The high number of links and social shares they received sent positive signals back to Google, potentially influencing their search engine rankings. For Candy Direct, the jelly bean guessing game and the expert piece on candy buffets not only attracted a large number of entries, pageviews, and social shares but also reinforced their brand image as a provider of nostalgic/vintage candy. The success of these strategies demonstrates the power of creative and targeted content marketing in increasing online engagement and brand awareness.

数量效益

For Asphalt Kingdom, the unique content marketing strategy resulted in 121 links and more than 4,200 social shares in less than 30 days.
Candy Direct's jelly bean guessing game attracted 540 entries, tracked using the Rafflecopter plugin.
The contest also resulted in 628 pageviews, 8 links, and 29 comments on the blog post.