Posted: 16th November 2020
INTRO
TL;DR:
12 month service, Estimated ROI: 320%
Bespoke web-design, E-Commerce, PageSpeed performance: 93/100
Social Media Graphics: 76, Screen Graphics: 30
…and much more!
Millins came aboard mid-November 2019, and signed up to 12 months of full web & digital marketing services. After a year they have decided to move on to pastures new, so this is a great opportunity to summarise their services and display what is on offer with a real-world example.
The initial brief was to update their old website, which was not responsive and was unable to take order requests. On top of this, they wanted to slightly shift the company branding – away from their grey stripes and something slightly more eye-catching and modern.
All graphic design, digital & social media was included – a full service!
R.O.I
Let's get right down to it!
The estimated return on investment was based on direct website sales. This was fairly easy to quantify, due to their being no means of sales on the old version of the website! However, due to the first iteration of the website not being a full e-commerce store (we'll get to that later), I have based estimates on a conservative, average per-order figure.
ESTIMATED ROI 320%Â
POW! It's also worth noting that this only accounts for direct website sales, and no potential increase from offline sales due to other forms of marketing.
It can sometimes be hard for a business to justify the cost of marketing services. It's great to see figures like this in real-world examples to show that it really is worth the outlay!
WORDPRESS WEBSITE V1
The first iteration of the website you can see in the above examples. It featured a striking design, and made use of the quality photography they had previously had taken.
The site included a basic order form, so customers could fire over their orders at anytime and wouldn't have to call during busy shop hours. This became especially useful in the early part of 2020 during the Covid-19 lockdown, as Millins started to offer a delivery service. This meant customers could place and receive orders without leaving the safety of their homes!
GRAPHIC DESIGN & SOCIAL MEDIA
Graphics Created: 76
The Digital Moose also took on the mantle of branding a large proportion of the Millins social media graphics, for Instagram & Facebook.
Instagram posts: 41
Facebook posts: 43
Total social media graphics designed and posted: 76 (some social posts included multiple images!)
Facebook Page likes Nov '19: 773 vs. Facebook Page likes Nov '20: 1,428
Facebook Page Audience Nov '20: 1,566
SHOP DISPLAY SCREEN
Graphics Created: 30
Also produced were graphics for the in-house shop display screen. These needed to be high-quality, HD resolution graphics, and were deployed to the screen remotely.
When the original supplier's agreement ended (which was on a hefty monthly fee), The Digital Moose arranged a cost effective and suitable alternative via a Raspberry Pi mini computer. This was installed and paired with YoDeck remote software - which, if you are only running a single screen, is free!
To make things even simpler, the content is arranged using Google Slides, and will automatically update the screen content every hour.
This was a really great, cost effective solution which is really simple for the end-user. I very much enjoyed getting a bit 'nerdy' when it came to setting up the RaspberryPi too!
WORDPRESS WEBSITE V2 - eCommerce
Version 2 of the website was launched in October and featured a full online shop, using WooCommerce.
To make sure they looked their best, I also lent my photography skills, taking and editing over 200 product photos to ensure consistency. Lesson learnt: it's incredibly hard to make raw chicken look appealing!!
The web shop has been incredibly successful so far, reducing workload in the office, fully automating the ordering process and ensuring more people can access the shop - without having to get out of the house.
HOSTING & MAINTENANCE
Website performance is important for multiple reasons. Amongst the most important are:
- SEO - Google (and other search engines) will penalise your rankings if your website is slow to load.
- User Experience - Users are impatient! If your websites is slow, people will get frustrated and leave.
Millins website was built using a premium, multi-purpose theme. Themes with page builders don't have a great reputation for performance as they tend to include a lot of unnecessary code. However, the trade off is usually worth it, as the theme makes it super-easy for anyone to update, alter and change the content of the site.
With customisation (in the design and code), streamlining and the right server set-up, we were able to achieve a 93% pagespeed performance score in GT Metrix.
Boom.
GOOGLE SERVICES
As part of the complete service, I also made sure Millins had the Google services they needed, set up correctly and running smoothly.
Google My Business
First up was GMB - They hadn't claimed this yet! I made sure to claim and verify the business on Google, which enabled Millins to show the info they wanted in Google results, respond to reviews and all the things you should be doing as a business online!
Google Maps, Analytics & Search Console
Now, I'm no Google Expert, and there are many, many companies out there who dedicate their services solely to Google. However, at a very basic level, you should always have maps (mainly to embed on the website), Analytics (to review your website user visits) and Search Console (to submit sitemaps and assess usability). None of this was previously set up, so I made sure to get things up and running, including setting up a basic, weekly analytics report direct to Millins inbox.
TO SUMMARISE
Overall, a highly successful 12 month term.
- Estimated ROI: 320%
- Social Media Graphics Designed: 76
- Social Media audience increase: 655
- Display Graphics Designed: 30
- Website PageSpeed Performance: 93 / 100
- Bespoke Web Design
- E-Commerce
If you are looking for tailored, full service digital media, website & content creator - please do get in touch!