Back Story
Upon assuming leadership of Hi-Spec Tool's Ecommerce marketing team, it was clear that the previous manager had fallen behind on industry developments and was relying on outdated strategies, inadequate software, and an inflexible approach that stifled team growth and hindered brand and sales expansion.
It was clear that drastic changes were needed to address these issues and drive the company forward.
The Challenge
Improve Hi-Spec's ecommerce team's performance & drive substantial sales growth compared to previous years
The Strategy
I began by analyzing the current situation and identifying the reasons for the poor performance. After a bit of research, it was apparent that the team was utilizing outdated automation software, and the campaign structure was not optimized for the features and campaign types offered by Amazon.
Additionally, the product page SEO was lacking and the team did not possess the necessary skills or software to improve it.
Path forward:
- Implement updated automation software for the ecommerce team
- Optimize campaign structure for Amazon's features and campaign types
- Improve product page SEO through AI powered software for the Copy Department
- Provide workflow structure for the team through new SOPs & training
- Continuously monitor and analyze performance to make ongoing improvements
The Process
I implemented an 8-step approach with my team to optimize our processes on the Amazon platform.
Summarized:
- Replaced poor/outdated automation software with advanced software such as Sellozo, Helium10, and Feedback Whiz: These software provided advanced PPC management, keyword research and optimization, sales tracking, and customer feedback management
- Created SOP's for improving organic marketing on Amazon product pages: I created Standard Operating Procedures (SOPs) for how to improve organic marketing on Amazon product pages and trained the team to implement them
- Improved the product page SEO for our products in 6 languages: I had the copy department form a team of SEO specialists & use Helium10 in multiple languages to improve the product page SEO for our products
- Implemented Analysis tools, such as Helium10: I added Helium10, a software that provides a suite of Amazon seller tools to help with product research, optimization, and tracking of sales and profitability
- Changed the campaign structure: The previous campaign structure was not utilizing the full potential of the features and campaign types offered by Amazon. I changed the campaign structure to better leverage these features and improve performance
- Formed a PPC team of highly skilled specialists: I formed a team of specialists with the necessary skills to provide better results across all of the 10 markets we implemented in
- Added automation software to automatically follow up with customers to leave a review after purchase for boosting our Amazon product rankings
- Implemented an AI-driven video advertising campaign to boost sales at a cheaper cost than traditional PPC advertisements
The Results
The results were impressive.
Within two years, the Hi-Spec Tools' Ecommerce marketing team experienced exponential growth:
- Sales increased 3x
- Repeat customers growth +42%
- Email list size growth +510%
- Website visitors growth +890%
- Branded search queries grew +930%
- Press mentions increased +420%
- Social community growth +310%
- Customer ratings and reviews increased 4x
- Overall product rankings improved on the Amazon Best Seller page
The key to success was introducing up-to-date automation software such as Sellozo, Helium10, and Feedback Whiz, staying current with marketing trends, and being flexible with processes to promote growth.
By implementing these tools, creating SOPs for organic marketing, improving product page SEO, implementing analysis tools, changing campaign structures, forming a specialized team, and implementing follow-up automation, significant improvements in performance were achieved.
A notable contribution to sales was also made by an AI-driven video advertising campaign on Amazon, which generated over 1.2 million in sales within the first 18 months.
This case study serves as an example of how a strategic approach and well-implemented changes can lead to significant improvement in a team's performance.