Getting different elements of marketing working together
Background
Colourlock Leathercare are a local business that started in a garage in Lower Hutt over thirty years ago and now operate from premises in Petone.
Colourlock develop, manufacture and sell products for the care and repair of leather products from handbags and clothing through to furniture and car interiors.
From one leather conditioner product when they started, they now sell a full range of products for the cleaning, protection, conditioning and repair of leather goods, and sell their products to customers and professionals alike, around New Zealand and internationally.
Marketing Services Provided
Colourlock approached us to get some help with their Google Ads, which had previously been managed by an agency in Auckland. As is often the case with marketing though, it’s unhelpful to look at one element in isolation, especially when that one element relies on a number of other to work well.
From initially helping them with their Google Ads and the systems around it, we went on to build them a new Ecommerce website on Shopify and streamline some of their business systems that integrate with their website.
1. Initial Assessment and Recommendations
Google Ads
After getting access to their Ads account we carried out an assessment of Ads setup and performance.
Google Analytics
Part of the assessment was looking at historical Analytics data, and checking website traffic volume trends and performance from organic and paid sources.
Search Console
Checking to see if Search Console was connected to the Colourlock website to track organic search traffic and keywords. This is essential data to have if you are trying to improve the performance of a website.
Recommendations
Based on our assessments we made a number of recommendations to improve website and Google Ads performance, with a particular focus on Ads ROI and getting their Ads in front of good quality leads for potential customers.
2. Ongoing Marketing Assistance
Based on our initial assessments and recommendations, Colourlock agreed to give us an ongoing contract that included:
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Setting up Search Console
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Optimising and managing Google Ads
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Regularly reporting on Website and Ads performance
3. One-Off Support
New Website Build
We rebuilt their website on Shopify using a modern theme, optimised site structure, content and images for SEO, integrated the site with the Google Suite, including Analytics, Search Console and Merchant Centre, and simplified shipping calculations and charges.
Handling Rural Shipping
Out of the box Shopify can’t handle New Zealand rural shipping addresses and the extra charges for them. There are a number of workarounds to this issue that involve either being on higher Shopify payment plans, or using a plugin. We presented some options to Colourlock, and then implemented the solution that made the best financial sense for them.
Changing Freight Company
To streamline their shipping process, and get the best rates on freight, we suggested that Colourlock should look at GoSweetSpot as a provider. They agreed to switch, and we added the integration app to their Shopify website.
Google My Business Account
We created and populated a Google My Business Account for Colourlock to get their information on Google Maps, and to give an easy way for customers to leave reviews, including having a QR code that takes customers directly to their review page.
