Milo's Mail Case Study
They say practice what you preach so we did, supporting dog toys and treats gift box startup Milo’s Mail with their SEO, PPC and Digital PR strategies.
As a new company in a congested marketplace, Milo’s Mail wanted to make a splash and quickly gain SEO ranking within Bing and Google.
They also wanted to engage with a number of influencers, journalists and bloggers who were willing to review their boxes on their sites and provide assets that could be used in other marketing activities.
Finally, the startup required Adwords management but only had a small budget – therefore effective management and targeting was key.
We started with basic SEO elements, ensuring that the website was optimised for their core terms within the meta tags and content. We also audited the site for technical seo errors and implemented any fixes from this. Rankings began to kick in within three weeks of implementation.
To target journalists, bloggers and influencers we took advantage of #journorequest on Twitter to attract influencer and bloggers, but to also look for potential digital pr coverage for Milo’s Mail – this is where we found The Independent opportunity.
In order to really focus on spend and revenue, we created an extremely tight knit Adwords account which targeted only a small number of keywords but capitalised on display retargeting and Gmail targeting.
Coverage In The Independent
Core Terms Ranking On Page One
We were able to achieve strong SEO results within a short space of time for Milo’s Mail. The company began with zero rankings and ranked on page one of Bing for their core terms within six weeks of their website going live and on the first page of Google after two months.
Coverage from The Independent led to 20+ conversions for Milo’s Mail: an extremely strong return on investment considering the cost was simply that of the subscription box (plus postage!). We also secured and managed 14 influencers/bloggers promoting the brand via their blogs and social media including Leanne Brown (Real Housewives of Cheshire) and Chloe Ferry (Geordie Shore) who have over 3 million Instagram followers between them.
The Adwords account saw an average ROI of 11:1, with the Display Retargeting campaign driving an 18:1 ROI, thanks to the ability to use the assets provided by bloggers and influencers. Gmail advertising also had an impressive performance as we were able to target competitors of Milo’s Mail directly in their customer’s inbox.
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