Interiors marketing for Great Bean Bags
The results
- Overall bean bag sales on and off site increased considerably
- Affiliate Scheme has opened up a new revenue stream and generated 1901% ROI
- Search Engine Optimisation of products landing pages and associated monthly blogs is maintaining Top 3 ranking positions for 10 of the company’s high-traffic high-quality keywords.
- Digital PR outreach is gaining high-quality backlinks supporting SEO and generating active PR coverage in a range of targeted publications
- Social Media Engagement has increased by 165%
- Website clicks from social posts are up by 52%
- Social Reach has grown by 64%
Working with The Marketing Optimist has been a very positive experience. Beyond providing their expertise in traditional SEO and digital marketing, they consistently bring fresh, innovative strategies and explore new platforms tailored to our needs. Their creativity and forward-thinking approach keep us ahead in an ever-evolving market.
Search Engine Optimisation for Interiors
We began by conducting a detailed SEO audit of Great Bean Bags’ extensive eCommerce website, documenting how content, optimisation, functionality and user journey could be improved. This audit also detailed the pages we proposed to optimise, and featured associated keyword research for these pages.
Our keyword strategy was key to ensure we collected key terms with the biggest search volume, optimal difficulty and click through rate, that positioned GBB appropriately in the right searches, enabled them to compete with the right brands, and increased their visibility to users in the bean bag market.
Though our proposed optimisation work was extensive, the client made the decision to focus on only a portion of their website pages – those that analytics showed us were their most travelled-to pages. A total of 10 product category pages in total.
Discovery documents were created for each page. Documents were filled with questions to extract the important information from product specialists at GBB, copy was produced page by page, cleared by the client, published on site by their in-house developer, and each page’s key term was tracked for reporting purposes.
Currently, 7/10 of GBB’s key terms are ranking in Google positions 1-3, and 3/10 in positions 4-10. We’re still experiencing regular monthly increases in search visibility, and in key term ranking increases. The GBB team are pleased with their search visibility, and have seen an increase in organic traffic.
Interiors marketing on social media
We took over GBB’s social media management it had a serious issue with fake followers which needed cleaning up.
We started with 30.7K followers on their Instagram account and are currently at 29.5K. While we’ve lost 1,232 followers this is due to our efforts in cleaning up the account’s followers. We quickly realised that a lot of the followers were bots.
Instagram can restrict or penalise accounts with bot-like behaviour. Bots typically engage in large volumes of likes, comments, or follows in a short time, triggering Instagram’s spam detection and resulting in rate limits or temporary restrictions (such as shadowbans or action blocks). To restore the account’s authenticity and performance, we needed to remove these bots.
Social Media Shadowban removal
In the first three months, we saw a significant decline in engagement due to the account being shadowbanned. After dedicating time to cleaning up the account and maintaining consistent, fresh and engaging content, we are now seeing a positive increase in engagement and reach.
Key statistics since the account was cleaned up:
- Engagement has increased by 165%
- Website clicks are up by 52%
- Reach has grown by 64%
Content Creation for Interiors Businesses
Marketing interiors needs a lot of content to make it come to life and that can be a struggle for companies to maintain. To generate new content, we organised a photoshoot and went to GBB to shoot behind the scenes in their workshop.
We created new and visually engaging images and video footage (reels and carousels), giving the audience a glimpse of behind the scenes of the production process. We also organised an Airbnb shoot with models to create an authentic shoot that showcases bean bags in home settings, showcasing the products’ versatility.
Influencer Outreach
Interiors marketing is not just competitive between businesses but also amongst a vast array of interiors influencers, particularly on Instagram. To gain coverage and drive sales and followers, we started to collaborate with influencers on the platform.
Following this initial activity, Great Bean Bags is now being proactively approached for more collaborations. We’re now receiving requests to collaborate with macro and mega influencers.
For us it was important to work with influencers as they have established trust and rapport with their followers. When they promote a GBB product or account, their audience often engages with the content in a meaningful way (likes, comments, shares), resulting in genuine interactions.
Instagram’s algorithm tends to favour content that gets high, legitimate engagement early on. Collaborating with an influencer who can generate high-quality interactions boosts the trustworthiness of the account.
Digital PR
Digital PR is a vital part of interiors marketing to drive back links to websites to support SEO, but we see digital PR as more than just a link building exercise.
We are reaching out and working reactively with a range of targeted publications including The Sun, The Times, The Independent, Real Homes, Women’s Health and other large mainstream publications as well as smaller review and specialist interest sites.
By ensuring that we provide samples, information and affiliate offers we are ensuring that we are not just getting the vital backlinks from highly relevant websites, but also driving direct sales and raising the brand profile of Great Bean Bags.
Affiliate Marketing
Affiliate marketing wasn’t something Great Bean Bags had perused previously. Feedback from our digital PR outreach suggested that there would be an appetite for this to work.
With the support of the Great Bean Bags team we investigated several solutions and landed on a system which offered the best solution for the business.
We carried out all the set-up on the system, adding the commission rates, product information and branding information.
Within the first three months, we were happy to report that the affiliate scheme was driving considerable new sales for Great Bean Bags and driving an ROI of 1901%!
The affiliate system adds a new dimension to our offering on digital PR and with interiors influencers on Instagram.