Case Study

How an Outdoor Decor Manufacturer Saw

80% Growth in Sales:

The Digital Strategy Revealed….

80%

Increase in Sales YOY

The efforts to enhance direct-to-consumer sales resulted in a substantial boost in sales, demonstrating the effectiveness of the implemented strategies.

170%

Increase in Website Traffic Over Last Year

SEO efforts and rank improvements for high-volume keywords resulted in a massive increase in organic traffic, driving more potential customers to the website.

70%

Increase in New Customers

The combined impact of the new branding, website redesign, targeted email campaigns, and quality content attracted a larger customer base, expanding reach and market share.

Digital Marketing Case Study:

Good Directions

Here at Aspire Digital Solutions, we love sharing examples of how strategic digital marketing has transformed our clients’ businesses. From increased sales to customer visibility, the most rewarding part of our jobs is seeing how thoughtful and well-executed marketing solutions can drive results.

This month, we’re putting the spotlight on Good Directions.

Client Background

Good Directions is a leading provider of high-quality, handcrafted, artisan products for outdoor living, specializing in weathervanes and cupolas. As a family owned and operated business founded by John Lodato in 1982, Good Directions understands the importance of home and what it means to those who dwell in it.

Good Directions has a rich history and a commitment to craftsmanship and design, as well as taking an active role in their community.

Their Challenge

Despite a booming wholesale business, Good Directions aimed to improve its retail sales through its own website. The owners and management recognized an opportunity to enhance direct-to-consumer sales and sought solutions to drive growth and improve online presence.

Plus, why pay fees to a platform like Amazon when they could oversee e-commerce themselves?

Our Solutions

Good Direction needed an effective direct-to-consumer (D2C) strategy that would allow customers to purchase products through their online shop, therefore bypassing traditional retailers and middlemen.

To accomplish this, we had to provide powerful ways for them to connect with customers and achieve their goals. Good Directions implemented several strategic solutions:

New Branding

We developed an entirely new and fresh visual identity for Good Directions, which included elements such as:

A sleek new logo
Vibrant new color palette, typography, and iconography
Guidelines for the types of photos, illustrations, or graphics used

old Logo

New Logo

Website Redesign

Knowing that the goal was to completely transform the e-commerce experience for customers, the website was redesigned to improve user experience, showcase products more effectively, and streamline the purchasing process.

We refreshed the Good Directions site with updated copy, bold graphics, vibrant images, and well-organized shopping galleries, while emphasizing the company’s family-owned and operated values. The modern, fresh design made it easy and enjoyable for customers to browse and purchase products, access valuable information, and reach out to customer service

Drawing on our extensive Shopify expertise, we developed custom solutions that significantly boosted conversions. Shopify experts are vital to this process, as they optimize user experience, improve SEO, and tailor the platform to meet unique business needs.

Content Development

A big component of the digital marketing strategy for Good Directions centered on positioning the business as a premier purveyor of outdoor products. To drive results, we created engaging and informative content that educated and inspired customers about Good Directions’ products and outdoor living. We strategically released a series of targeted blog posts, focusing on top-trending seasonal keywords. This approach not only drove traffic to specific product groups and individual items but also improved keyword ranking depth for product-related searches featured in the bl Our content strategy for Good Directions also included robust videos on YouTube, engaging email newsletters, and consistent content across all social media channels.

Targeted Email Campaigns

With consumers constantly inundated with emails, it was crucial for Good Directions to ensure their communications were both strategic and data-driven to stand out. To achieve direct-to-consumer success, we implemented personalized email campaigns that nurtured customer relationships by delivering the right message to the right audience at the optimal time.

This involved leveraging customer data to allow Good Directions to segment its audience and tailor personalized communications based on behavior and purchase history.

These campaigns included:

Welcome emails for new subscribers
Abandoned cart emails
Re-engagement emails for inactive customers
Re-targeting customers
Post-purchase follow-ups
Monthly email newsletters
Custom promotions

Tailored communication helped Good Directions nurture meaningful relationships with its customers

SEO

We implemented a robust search engine optimization strategy to improve organic visibility and increase website traffic. To accomplish this, we optimized content for relevant keywords, created robust content on the site, improved site structure, and built quality backlinks. Through a series of comprehensive, custom-created SEO-geared “Collections” we were able to greatly expand product keyword mentions. This resulted in an average rank increase of 5 positions—in many cases outranking competitors like Home Depot and Amazon for similar product types.

Our SEO strategy helped Good Directions improve an average of 10 keyword positions. For extremely high volume, national keywords like “cupolas” and “weathervanes,” achieving top 3 rank for high-volume keywords (over 30,000 searches a month). Our efforts successfully attracted more qualified leads actively searching for outdoor decor products, making organic search the top source of traffic for the site. As a result, organic traffic now accounts for one-third of the website’s total traffic, demonstrating the effectiveness of our approach in driving targeted visitors.

Social Media Strategy

To enhance Good Directions’ social media presence, we developed engaging images and videos that resonated with their audience, driving increased interaction and engagement. By focusing on visually compelling content, we successfully grew their social media following and fostered a stronger connection with potential customers. Additionally, we implemented targeted social media ads to boost brand awareness, expanding their reach and driving more traffic to their online store. These efforts helped solidify Good Directions’ social media presence and contributed to overall business growth.

Paid Digital Advertising

We successfully brought Good Directions’ eCommerce shop to Google Merchant Center, utilizing paid shopping ads to significantly expand their reach. Through strategic management of Google PPC campaigns, we consistently secured top ad placements, allowing Good Directions to outperform high-caliber competitors like Lowe’s and Amazon. To maximize the campaigns, we employed key optimization strategies, including refining keyword targeting, adjusting bids based on performance data, and continuous A/B testing. Over 14 months, we have yielded an impressive 12x return on ad spend (ROAS). This highlights the success of our strategic and data-driven approach in driving growth.