We wanted to showcase Sync Retail as the go-to-expert for niche markets, such as boutique fashion and specialty food stores.
Our task was communicating the same to the client’s prospects.
Core Messaging
Simplify and optimize operations for mid-sized retailers, focusing on pain points such as inventory management, channel synchronization, and customer data integration.
The client had to make sure they had an integrated approach across multiple channels. This wasn’t supposed to be a one time exercise, but a continuous process that needed significant time and effort (something that is difficult for businesses to dispense solely on marketing and lead gen).
Whenever the client sent out their offer to potential customers, the latter were highly likely to check out the vendor’s website before accepting or rejecting the offer. The client already had a website but with poor UX, vague copy, and no lead capture assets. Clearly, the website wasn’t helping. In fact, it drove prospects away from accepting the offer. They were quick to label our client as “unprofessional” and “unconvincing”.
We built a full-funnel lead nurturing website for our client. With this site, we had five main objectives to fulfill:
A great website and a strong social presence bring you high-intent prospects. This is because you are not explicitly asking anyone to follow you or visit your website. Prospects wish to do so at their whim. They need less convincing to onboard and as a result, the conversion cycle is comparatively shorter.
But, relying solely on an inbound pipeline would require patience and resources.
This is where outreach plays a critical role.
It is the cheapest and fastest way to generate leads, given you have a minimal degree of inbound authority (a targeted website & initial social presence). However, for starting a conversation, the client needed some assets to validate their expertise.
Prospects need some proof of concept before they can agree for paid engagements. While our client had results to show to their prospects, they didn’t know the best way to do it. They’d often attach customer outcomes in the emails they sent prospects, making them unnecessarily text-y.
What we did instead was created one-page case study assets that could easily be attached to emails with a clear call to action.
Similarly, use-cases were another area of opportunity for our client. They helped us showcase what our client was capable of doing.
If you could explain what exactly is your product and how it could help your customers achieve what you promise, then product datasheets are the most appropriate way to do that. This way you are not asking much out of your prospects but to skim through a one-page creative. If it appeals to them, they agree to listen to your offer.
We designed easy-to-skim product datasheets that summarized our client’s promise and their product capabilities. These helped our client initiate meaningful conversations and eliminate misfit leads.
We helped our client increase their inbound traffic by up to 300% within 16 weeks. This means they were getting inbound inquiries at a rate of 10-12% of total monthly impressions. And like I said, if it is inbound it is already “high-intent”.
And about that shared pipeline we created, our client improved their outbound engagements by about 125% in 8 weeks.
info@visualversemarketing.com
© 2024 All rights Reserved.