A guide and case study from MaxAudience about using digital marketing strategies to produce a significant change in Liuli’s eCommerce growth.
Liuli was founded in 1987 by artists Loretta H Yang and Chang Yi, in a modest workshop and has now expanded into a leading crystal art brand. The artists revived the art of lost art wax casting, pate de verre, to create unique artworks that are in museums around the world and now offered to consumers worldwide.
While Liuli was receiving acclaim in the museum world, they realized that they needed help in attracting consumers to their website and ultimately to purchase their crystal art. That is when they approached digital marketing agency, MaxAudience for help.
Liuli’s products are extraordinary however, the digital marketing strategy needed to be put into place, to find the most efficient and best platforms for marketing their art. The overall strategy that was designed was to focus on the Website, User Experience, SEO, Social Media engagement, and ads. The immediate goal was brand awareness and to increase conversions and sales.
While the art was viewed on social media, it was about gaining highly relevant traffic instead of accidental visitors. Selling a unique product with a unique value that can’t be found anywhere, is why Liuli was having trouble getting conversions. The first step was to solidify the buyer persona. By creating the persona, you gain the ability to tailor the marketing efforts and connect with the target audience to meet their needs and solve their problems.
Implementing the Strategy
A website is the best marketing tool, it engages people with visuals, photos, and videos. The user experience is vital, and that was the focus in the first part of the strategy implementation. MaxAudience worked on the navigation to make it as easy for a visitor as possible.
Search Engine Optimization is critical in the process of promoting products. In eCommerce, it is important that SEO is established on the website but also on Google Shopping and Shopify.
There were multiple types of ads created in order to target specific audiences and help reach awareness for what Liuli is about and the culture. Ads to communicate Liuli’s brand story were immediately generated. By using Facebook ads, they were able to connect and build relationships with prospects.
Relevant offers and promotional ads during the holidays to focus on giving someone special in their life a unique gift.
Dynamic product ads are the highest ROI strategy for eCommerce sites. Dynamic ads can display a single or multi-product ad to customers.
By incorporating SEO, PPC, Social Media and the User Experience on the website, Liuli saw an increase in traffic to their website by 19%. They also have seen an increase in traffic from Facebook, Instagram, and Pinterest by a combined 629% and number of sessions by 651%.
This resulted in a tenfold increase in online sales directly attributed to the social media campaign.
Mark McIntyre, MaxAudience CEO stated:
If you haven’t been to a gallery or seen their art, you are missing out. Going into a gallery will take your breath away.
MaxAudience is a strategic brand and marketing consultancy with online lead generation and conversion at its core.