Many of these less-than-satisfactory impressions from former customers were directly related to the user experience and functionality of the site, so we started there. Through search engine optimization, we not only increased traffic, but strengthened the user experience as well.
We then coupled those on-site strategies with aggressive social media campaigns. As it turned out, the negativity didn’t have as much to do with the product itself as it did with the overall online brand. By using our social media monitoring tool, we found these discussions at the source and engaged with the customers to find out what was bothering them. This helped build trust and engagement on the most important platforms like Twitter and Facebook.
Finally, we bolstered Lace Heaven’s blog content with a unique distribution strategy aimed at getting their content in front of all the right sets of eyes. By demonstrating genuine knowledge about the industry and concern for customer satisfaction, we helped Lace Heaven improve their online following, strengthen their brand, and set a precedent for valuable content creation that continues to this day.