Paid Media, SEO, Automated Email, Business Intelligence
Burley is a family-owned company that is committed to making a more bikeable world. They’ve made it easier for generations of riders, adventurers, and explorers to ride their way since 1978.
Scope of Work with Burley
Generate awareness via paid media of Burley's full line of products among new and existing target customer segments in key markets. Increase direct sales of Burley Design's products while also minimizing paid search competition between Burley and their retail partners.
Search Engine Optimization
Run monthly SEO site health reports, position tracking, and backlink monitoring, escalating suggestions for ways to resolve critical sitemap and crawl errors. Support new product launches by providing ongoing keyword strategy and ensuring new category and product pages adhere to SEO best practices. Assist with the launch of the Burley's new website.
Analyze existing email flows, finding gaps and opportunities. Segment email lists based on customer archetypes, product categories, and audience growth goals. Design new automated flows that not only increase email revenue by improving conversion rate, but reengage with past customers with the goal of expanding customer lifetime value and converting purchasers into brand loyalists. Design and establish best practices for lead-generation options.
Customize Google Data Studio dashboards that update automatically so that stakeholders at Burley can view campaign performance and analyze trends across the entire marketing funnel. Using data analytics, provide recommendations on how to best utilize ad spend during peak cycling months and sales holidays.
"“Foghorn is our secret weapon! Thanks to their SEO knowledge, our start-up brand out ranks major competitors on important key word searches. I have complete trust in the Foghorn team. They don’t inflate metrics, which means our marketing team can accurately gauge which campaigns resonate with our community.”