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Marble Slab Creamery is an ice cream franchise that has locations all over the USA. They needed a consultant to provide a cross-channel marketing strategy for local marketing. The goals were to get more customers and keep those customers coming back.
Before we started attracting customers to the site, we needed to optimize the site for conversions. There were several design inconsistencies and the navigation/function of the site was difficult to use.
I made recommendations to improve the use and function of the site. The primary goal was to make the menu simple and the store locator easy to find.
There were several areas that needed to be improved on for SEO. The primary was to optimize for core web vitals. The site speed was slow due to large images, several JS calls, and large code files. I directed them on what needed to be optimized and how to do it.
After the site was optimized, we needed to position it for organic traffic. I provided a list of high value keywords with purchase intent behind them. Additionally, because the primarily operate from local traffic around echo of their locations, it was valuable for them to add geo-specific keywords to relevant pages.
In order to drive traffic from as many relevant sources as possible, I recommend they engage heavily on social media. Facebook, Instagram, and TikTok being the best for their business. I recommend they share content on how they create and deliver ice cream for their customers.
I also showed how that could have been done cross-channel to leverage multiple audiences. The specific posts should include their processes, sales, promotions, and ice cream related jokes.
Finally, to get customer coming back, they need to collect emails and phone numbers and send monthly reminders of sales and flavors. Encouraging people to try different flavor combinations would spike people’s curiosity and get them in the door.