Case Study: Elevating Salon Grafix Hair Care

Client Overview

Client: Salon Grafix Hair Care
Industry: Hair Care Products (Styling, Treatments, and Finishing Sprays)
Objective: Increase brand visibility, drive website traffic and sales, and secure media placements in top outlets, including local TV and national publications.

Challenges

Before partnering with Unified Marketing, Salon Grafix faced several challenges:

  1. Limited Brand Awareness: Despite a strong product line, Salon Grafix struggled to stand out in the highly competitive hair care market.
  2. Low Online Traffic and Sales: The existing website was not optimized for search engines, leading to low organic traffic and sales.
  3. Underutilized Influencer Marketing: The brand had not fully leveraged influencers to build credibility and expand its reach among potential customers.
  4. Lack of Media Coverage: Salon Grafix aimed to be featured in prominent media outlets and local TV segments to boost credibility but had no strategic PR plan in place.
  5. Outdated Website: The company’s website was not user-friendly, making it difficult for customers to explore products and make purchases.

Strategy & Execution

Unified Marketing implemented a comprehensive plan focused on PPC, SEO, a website redesign, influencer collaborations, and a targeted PR campaign to achieve the client’s goals.

1. Search Engine Optimization (SEO)

To drive organic traffic and improve search rankings, we developed a robust SEO strategy:

  • Keyword Research and Optimization: We identified high-volume keywords relevant to the hair care industry, such as “best hair spray for volume,” “heat protection spray,” and “salon-quality hair products.” These keywords were integrated into product descriptions, meta tags, and blog content.
  • Content Strategy: Created engaging content, including blog posts, hair care tips, and tutorials, optimized for search engines to attract users searching for specific hair care solutions.
  • Local SEO Optimization: Optimized Salon Grafix’s Google Business Profile and secured local directory listings to boost visibility in local searches, enhancing reach to nearby customers and retailers.
  • Backlink Strategy: Built high-quality backlinks from reputable beauty and lifestyle websites, increasing the site’s domain authority and improving search engine rankings.

2. Pay-Per-Click Advertising (PPC)

To drive targeted traffic and boost online sales, we launched a series of strategic PPC campaigns:

  • Targeted Ad Campaigns: Developed ad groups focusing on key product categories such as “volumizing sprays,” “dry shampoos,” and “styling gels,” aligning ads with users’ search intent.
  • Ad Copy Optimization: Crafted compelling ad copy highlighting unique selling points like “Salon-Quality Hair Products,” “Trusted by Professionals,” and “Free Shipping on Orders Over $50,” increasing click-through rates (CTR).
  • Smart Bidding and Retargeting: Implemented smart bidding strategies to maximize ROI and used retargeting ads to re-engage users who had previously visited the website but did not complete a purchase.
  • Performance Monitoring: Regularly analyzed and optimized campaigns based on key performance indicators (KPIs), reducing cost per click (CPC) and increasing conversion rates.

3. Website Redesign

Unified Marketing revamped the Salon Grafix website to improve user experience and boost sales conversions:

  • Modern, User-Friendly Design: The new website featured a sleek, clean design with easy navigation, high-quality product images, and detailed descriptions to help customers make informed decisions.
  • Enhanced Product Pages: Each product page was optimized with clear descriptions, usage tips, and customer reviews, highlighting the benefits and effectiveness of the products.
  • Improved Call-to-Actions (CTAs): Strategically placed CTAs like “Shop Now,” “Add to Cart,” and “Discover Your New Look” guided users through the purchase process, increasing conversion rates.
  • Mobile Optimization: Ensured the website was fully responsive, providing a seamless shopping experience for users on smartphones and tablets.

4. Influencer Marketing

To boost brand awareness and credibility, we executed a targeted influencer marketing campaign:

  • Identifying Key Influencers: We collaborated with beauty influencers and hairstylists with large followings on Instagram, YouTube, and TikTok who fit the brand’s target demographic.
  • Product Reviews and Tutorials: Influencers created authentic product reviews, tutorials, and styling tips using Salon Grafix products, showcasing their effectiveness to their followers.
  • Social Media Campaigns: Ran giveaways and contests in partnership with influencers to increase engagement, attract new followers, and drive traffic to the website.
  • Tracking Results: Monitored engagement metrics and sales generated through influencer collaborations to assess ROI and optimize future partnerships.

5. Public Relations and Media Outreach

To enhance brand credibility and secure placements in top media outlets and local TV, we implemented a PR strategy:

  • Press Releases: Crafted compelling press releases highlighting new product launches, brand milestones, and the benefits of using Salon Grafix hair care products.
  • Media Outreach: Pitched Salon Grafix to beauty editors at top-tier publications such as Vogue, Allure, and Harper’s Bazaar, focusing on unique product features and styling innovations.
  • Local TV Placements: Coordinated with local TV stations for segments on popular morning shows, where hair experts demonstrated Salon Grafix products live, showcasing their effectiveness to a broad audience.
  • Secured Media Coverage: The PR efforts successfully landed placements in leading outlets like The New York Times, The Wall Street Journal, and top beauty magazines, enhancing the brand’s visibility and reputation.

Results

The integrated digital marketing strategy led to significant growth for Salon Grafix:

  • Increase in Organic Traffic: Organic search traffic increased by 150%, driven by improved SEO and high-quality content targeting hair care queries.
  • Boost in Online Sales: PPC and influencer marketing campaigns contributed to a 75% increase in online sales, with the website redesign further enhancing the shopping experience and conversion rates.
  • Higher Engagement on Social Media: Influencer collaborations and targeted social media ads led to a 60% increase in social media engagement and a 50% growth in follower count, expanding the brand’s reach.
  • Major Media Placements: The PR strategy successfully secured coverage in top media outlets, including The New York Times, The Wall Street Journal, and beauty publications like Allure and Vogue, as well as appearances on local TV segments, boosting brand credibility.
  • Improved Website Performance: The redesigned website saw a 40% increase in average session duration and a 30% reduction in bounce rate, indicating a more engaging and user-friendly experience.

Client Testimonial

“Unified Marketing has transformed our brand visibility and online presence. The new website, along with targeted SEO and PPC strategies, has driven significant traffic and sales. The influencer partnerships and media placements have taken our credibility to new heights. We are thrilled with the results and excited about our future growth!”
— Leslie M., SVP Marketing of Salon Grafix

Future Plans

Unified Marketing plans to expand the digital strategy by exploring new marketing channels, such as YouTube ads and otther influencer campaigns, and continuing to strengthen the brand’s PR presence with ongoing media outreach and collaborations.