.png)
Baby Builders is a baby development course designed to help premature babies develop on track. They primarily sell online classes, but also sell take-home videos and books. They didn’t have a marketing team and needed me to put together a strategy that would help them reach more babies.
Before we started anything, we needed to collect data from their existing customers. We set up GSC to see what they were already ranking for and what kind of traffic they were getting. We also needed to make sure that every page of the site was indexed on Google. After submitting a site map, that was taken care of.
We also installed GA4 to collect dat on how people engaged with the site once they got there. We wanted to see traffic sources, popular pages, conversion rates, and what copy and CTAs were more likely to convert into a sale.
After we got the tracking set up, we did a technical audit of their website and made improvements on things like page speed and core webvitals. We optimized every image and added alt text descriptions. We reduced excess code and made optimizations wherever possible.
In short, we did technical SEO and improved the function of the website.
When all of the technical stuff was taken care of, we could start to focus more on the strategy side of things. We identified their buyer persona:
From there, we needed to reach parents where they were.
It made sense that parents of preemies would turn to Google and search for milestones, symptoms
Additionally, because moms like to spend a lot of time on social media, we wanted to create social content that would catch their attention and be valuable to the mother.
Finally, we added an email marketing strategy that would help parents track where their baby was at.
The first thing we did was start to develop content. It would need some time to rank, so we wanted to get on this quickly.
We made articles covering milestones like:
We also created informational content like “How to Play With Your Baby”
At the beginning and end of every post, we added a CTA trying to solve people’s problems and sell the course.
To reach parents, we focused mainly on Facebook, Instagram, and TikTok / YT shorts.
Our social media was split into three main categories
This was the easiest one and one of the most powerful. We take snippets from our blogs and share the highlights in a simple post. We would often use the snippet as a hook that would get people to click through and read the whole post.
It is hard being a parent. Sharing words of encouragement to keep the parents going worked really well to build a strong relationship between the clients and Baby Builders.
It can often be discouraging being the parent of a preemie baby. Hearing a few words of encouragement every now and then really helps a mom or dad get through it.
We set up an email marketing campaign that helps parents keep track of their kid’s progress. The parent puts in their email, their name, the name of their baby, the baby’s gender, and how many weeks the baby was early.
Based on their answers, they get put into a specific email list that helps them keep track of their baby, how far their baby should have progressed, and exercises they can do with their baby to help them along.
We made optimizations to the site based on how people engaged with the site. Through several A/B tests, we were able to improve the design and help drive conversions. We tested images, colors, copy, structure, and layouts. After several iterations, we landed on a design that drove sales.