The Skirting Board Shop was losing rankings and visibility for one of its most important product category pages, which was impacting revenue. To increase page authority and search presence, Return teamed up with home improvement influencers We Love Home and The Design Sheppard and 10 others in a bid to encourage audiences to add a splash of colour to their skirting boards.
Objectives
Increase Page Authority
Increase the URL rating and search presence for The Skirting Board Shop’s primary category page.
Drive Revenue
By driving more traffic to the site, we will increase purchases and therefore revenue.
Engagement
Ensuring the influencers, campaign and audience are all well considered in order to achieve the best results.
Challenges
The Product
Skirting boards are not renowned for being the most exciting product. Our campaign needed to change that and convince audiences the same.
The Influencers
Finding the perfect influencers to collaborate with that would generate profitable links.
Low Ranking
Decreasing rankings and brand search visibility required a high-impact campaign.
Strategy
Skirting boards don’t have to be boring. So, we decided to turn a simple white product into a world of colour.
With Skirting Board Shop providing over 100 colour variations matching any request, this showcased the product in a new light, and was based on a brand USP.
To acquire links and increase URL rating, we developed a campaign with influencers to discuss how colourful skirting boards can simply change and improve a room. We found influencers in the home décor segment that were passionate about home renovations and showed existing interest for this underrated feature.
Link Acquisition
High-authority link acquisition in the design niche allowed us to reach the right customer audience for the brand and increase search visibility for the category landing page.
Influencers
Research was carried out to ensure the correct influencers were contacted and onboard with the campaign. These were decided based on their industry, audience and current content. Coverage from influencers was incremental in the success of our campaign. Finding the right influencers in the right niche to reach the right audience.
Image c/o Little Greene
Results
Since we started activity, the URL rating increased by 16.6% and search visibility doubled in the past two months.
- 13 links
- 528 social shares
- Coverage from influencers with an average domain authority of 38
- 2033% ROI
Quote
I have written two blog posts for The Skirting Board Shop. Both have been wildly popular on my blog. One post – How to decorate your home with skirting – is my most current popular post. One image from the feature was nominated for a Best Of Pinterest Award. With the brief, I was asked to write content the suited my blog style and I had full editorial control – which is what I seek when working with new clients. I found the team easy to work with and would love to collaborate again in the future.
Maxine at We Love Home