A new Digital Marketing Strategy with eCommerce to increase online sales in a growing online market.
Schoolbooks Direct is a retail book shop. We have been working with this company for a number of years with the site www.schoolbooksdirect.ie. This project was about a particular niche of schoolbooks.
Schoolbooks have become a big online market with the growth of the internet and the growth of internet sales. Schoolbooks Direct’s John Ryan saw an opportunity to sell schoolbooks to his current clientele online, as well as tapping into the ever-expanding market for schoolbooks and other school products.
The Digital Marketing Strategy
We started with the basics – an attractive website that would showcase all the products. We then added some additional services:
- member pricing for certain schools
- volume pricing for bulk-buying related products,
- specific promotions e.g. buy one get one free
- school book lists pre-programmed to make it easier,
- book-covering services
and these extra elements enhanced the service offering – which increased the conversion rate significantly.
Traffic generation was a big part of this. It’s partly a numbers game, and John worked on pay per click (PPC) while Emarkable worked on search engine optimisation (SEO). John also worked on social media, and while it was difficult to get engagement on schoolbooks, we did manage to get some traction.
John is constantly updating the site with content and new products. Using email marketing, Adwords and some local offline advertising to develop his community, John has established a process of online sales that has become a major part of his business.