About
Fame & Stone is a small jewelry business handcrafted by silversmith Hilary Nelson. She focuses on high-end, one-of-a-kind jewelry pieces with healing properties.
As a one-woman operation, it has been challenging for Hilary to grow Flame & Stone’s online presence, especially after moving states.
Hilary was an established vendor at local Farmer’s Markets and attended many Pop-ups. The majority of her sales came from in-person events.
After moving states, Hilary struggled to meet her goals. Flame & Stone’s Social Media hit a standstill; this became a huge problem too. Social Media is also a breadwinner for the business owner.
Struggles
- First time using Shopify. Hilary feels lost navigating the platform.
- Has trouble connecting her Shopify account to Social Media.
- Does not know how to understand where web traffic is coming from.
- Would like to understand web store’s analytics.
- Needs to drive traffic to her website but is unsure where to start.
Flame & Stone’s pain point is missing out on revenue because the user cannot find the business.
Recommendations
- Implement a weekly keyword-focused web blog on Flame & Stone to help with SEO efforts.
- Optimize website for mobile.
- Focus on developing an E-mail Marketing strategy to build loyalty with new customers and retain existing ones.
- Social Media Strategy to improve the current state and reach desired audience.
- A Hashtag strategy for socials.
- Invest in PPC to reach relevant audiences.
SMART Goals
- Increase website traffic by 75% within six months through organic, paid, and social media campaigns.
- Grow email subscribers by 25% in 3 months by driving social media audience to fill out a subscription.
- Improve customer retention by 15% through email remarketing within six months.
- Increase overall social media growth by 35% over the next four months.
Content Calendar
I was assigned to create four Facebook posts as part of the project.
FIRST POST:
GIF Customer Reviews.
- Perfect opportunity to thank current customers for their business.
- Assures new visitors they can trust Flame & Stone.
SECOND POST:
BTS TikTok Curated Content.
- Shows the human behind the brand.
- The TikTok shows Hilary hands-on.
- Gives Hilary authority in the niche.
- Users see they can also find Flame & Stone on TikTok.
THIRD POST:
Stone Of The Week Series.
- Educates the user on the benefits of the product.
- A recurring series that gives the user something to look forward to.
- Sparks interest and conversation.
FOURTH POST:
Product Post.
- After giving the user a background story, the user sees the product.
- Product value and benefit have been established through the previous posts.
- The post has an offer, a clear CTA, and a sense of urgency.
