Bella+Canvas is a Los Angeles-based wholesale apparel provider. Bella+Canvas originally came to Digital Authority Partners for help growing their declining organic search traffic. Over time, Bella+Canvas requested more marketing help, including managing their email marketing, paid search, and paid social.
Over the past three years, Bella+Canvas has experienced a consistent decline in its organic search volume. This downturn affects both branded search queries, associated directly with “Bella+Canvas”, as well as general organic search terms not directly tied to the brand name.
The paid search & paid social channels suffered from a very low return on ad spend. This issue for wholesale and retail businesses required targeted strategies and tactics to improve the ROAS.
No campaign-level marketing strategy & execution leading to disjointed marketing efforts.
Digital Authority Partners created a digital marketing strategy to help Bella+Canvas meet its growth targets & campaign-level goals consisting of SEO, paid search, paid social, and email marketing.
Objective
Boost organic traffic from businesses seeking to buy Bella+Canvas apparel products in bulk.
Our Approach
Bella+Canvas was looking to increase its organic traffic for companies looking to purchase their apparel products in bulk. We built an SEO strategy to help Bella+Canvas grow their traffic for “buy-oriented” keywords such as “wholesale hoodies” to drive more long-term wholesale customers. The SEO strategy included creating highly-converting landing pages, supporting content articles, guest posts, and technical SEO improvements.
Objective
Enhance email marketing performance to increase brand awareness.
Our Approach
Conducted an email marketing audit, strategy, and training for the email marketing & design teams to improve email deliverability, open rates, click-through rates, and conversion.
Objective
Defend against competitors targeting Bella+Canvas branded keywords and attract new wholesale customers.
Our Approach
Defined a defensive and offensive search strategy to guard against competitors bidding for Bella+Canvas branded keywords & bidding on un-branded keywords to attract net new wholesale customers to Bella. We focused on reducing cost per acquisition & attributable revenue by eliminating wasteful campaigns across app installs, lower-quality display network placements, and unprofitable YouTube campaigns. We re-invested the savings into search campaigns.
Objective
Maximize return on ad spend & reduce the cost of acquisition.
Our Approach
We started by focusing the social strategy with Meta across the top of the funnel (acquisition), middle funnel (remarketing), and bottom of the funnel (retention). We then decided to spend 30% of the budget on TikTok, Pinterest, and LinkedIn.
Bella+Canvas defined the priority product lines to grow in 2023 and beyond. Digital Authority conducted extensive research to determine the right keywords to focus on based on keyword difficulty and search volume. We then determined the keyword groupings to focus on including defining the landing pages, supporting content, and guest posts required to rank #1 on search results.
Bella+Canvas defined the priority product lines to grow in 2023 and beyond. Digital Authority conducted extensive research to determine the right keywords to focus on based on keyword difficulty and search volume. We then determined the keyword groupings to focus on including defining the landing pages, supporting content, and guest posts required to rank #1 on search results.
DAP recognized that the Bella+Canvas site had immediate technical SEO issues that needed to be resolved. We created a prioritized list of all website improvements, including for example, nonsecure pages, orphan pages, missing metadata, URL issues, and more. Bella+Canvas and the Digital Authority Partners team met regularly to discuss and resolve each open item.
Our SEO team is responsible for creating all 20+ pieces of supporting content each month. This includes creating the content strategy, outlines, writing, editing, ensuring SEO friendliness, and publishing.
We wrote guest posts & secured high-quality backlinks to priority Bella+Canvas articles, category/collection pages, and product pages. We published 300+ articles on relevant apparel and apparel wholesale sites.
Bella+Canvas achieved a 4.8X ROAS, reduced acquisition cost by 70.18%, and increased paid traffic by 4%, all while reducing paid media spend. This was done by eliminating wasteful pay-per-click spending by adapting our conservative & scalable paid media strategy and re-investing in highly profitable campaigns.
We started by reviewing the success of the existing strategies and campaigns to cut wasteful spending and move the spending into higher return on ad spend campaigns. We cut waste across YouTube ads, mobile app download campaigns, and ineffective display ads. We reinvested the money into highly effective Google ads. We maximized revenue with limited investment by investing in protective branded Bella+Canvas searches. We continued to increase the budget by investing in proven and profitable channels such as Microsoft Bing, Discovery Ads, Shopping Ads, and more.
We set the strategy for one-time campaigns and ongoing spending across Meta, TikTok, Pinterest, and LinkedIn. We achieved the highest return on marketing spend by investing most of the budget in the top-of-the-funnel acquisition, followed by middle-of-funnel remarketing, and the least spent on bottom-of-funnel retention.
Digital Authority Partners (DAP) managed Bella+Canvas’s email campaign, achieving a 29.8% open rate (twice higher than the industry average!) and greatly enhancing email engagement and conversions.
We began by evaluating previous email campaigns to understand their strengths and weaknesses. After identifying what was effective and what needed improvement, we shifted our focus towards designing a strategy that consistently resonated with Bella+Canvas’s varied audiences. This involved timely email deliveries and ensuring content relevance to maximize engagement.
DAP’s priority was to develop impactful email content following best practices. We paid special attention to subject lines and preheader texts, refining them for maximum appeal. By integrating relevant and engaging visuals, we ensured that each message not only caught the eye but deeply resonated with the audience.
Taking a closer look at Bella+Canvas’s list of subscribers, we made efforts to declutter it by removing inactive members. Recognizing the unique needs of different subscriber segments, we optimized the list for better-targeted email deliveries. For dormant subscribers, we introduced re-engagement strategies, aiming to reignite their interest in Bella+Canvas.
Worked with Bella+Canvas to create KPIs for the wholesale & retail websites & identify the highest value changes & features to improve conversion.
Conducted a full user experience and product management audit of both websites to determine areas of improvement. Reviewed each improvement based on its potential for improvement, importance, and ease. We recommended prioritizing those with a high potential for improvement & importance while being relatively easy to resolve. The issues were resolved in collaboration with the Digital Authority product & UX team and the Bella+Canvas development team.
