COVID-19 Business Continuity Insights and Digital Marketing Tips
Lick Sleeve offers a safe and comfortable leg protection device for dogs recovering from a leg injury. The brand wanted to expand its reach by targeting relevant markets with high purchase intent. Growth Rocket helped boost net revenue and transactions through data-driven, customer-centric, and cost-efficient search campaigns.
improvement in blog users
growth in organic users
overall improvement in transactions
increase in net revenue
Lick Sleeve is a wearable, sure-fit protective sleeve for dogs recovering from leg injuries or a cranial cruciate ligament (CCL) surgery. The sleeve is an alternative to the Elizabethan collar or “cone of shame” as it protects the injury site from aggressive biting and licking. Lick Sleeve solves the problems associated with the cone of shame with a comfortable leg protection device that lets canines move freely while in recovery.
Lick Sleeve partnered with Growth Rocket to boost net revenue and improve brand visibility on organic and paid searches. We developed a strategy to minimize cost of sale while increasing revenue and Google Ads purchases. Our team also made on-page and off-page enhancements to ramp up organic users, blog users, and blog pageviews.
We ran Google Shopping ads designed to reduce friction and provide a high-intent user experience. These targeted Google ads opened up more opportunities for purchases, drawing in dog owners helping their dogs recover quickly and comfortably from a leg injury.
Our Google strategy included market expansion by geotargeting. We identified areas where the client could reach viable markets and executed campaigns that appealed to relevant audiences.
We wanted to cast a wider net to retarget users with high brand intent. Our team launched YouTube remarketing campaigns to attract more pet owners.
Our team launched search campaigns for Lick Sleeve to discover and expand conversion-optimized keywords. We incorporated these search terms into our campaigns to expand client reach and encourage more conversions .
Customers primarily purchase Lick Sleeve for large breeds of dogs, such as German Shepherds, Doberman Pinschers, Pitbulls, and Border Collies. Our marketing campaigns were designed to retarget website visitors for the past seven days to drive greater conversions.
We crafted marketing ads that reflected Lick Sleeve’s unique selling proposition: a comfortable, versatile, and effective solution for protecting a dog’s leg injury or surgery site. Our team ensured that our ads showcased the sure-fit design features of Lick Sleeve and positioned the brand as a better solution to the cone of shame. We also educated pet owners by highlighting tips on how to take care of an incision and listing the benefits of using Lick Sleeve.
We crafted an on-page SEO strategy to help boost Lick Sleeve’s organic search performance. We optimized meta tags and added relevant high-volume keywords to the website. Moreover, we added several structured data markup on the site (product, FAQ, and local business markup) to help Google understand Lick Sleeve’s website information better. Other enhancements included improving crawlability by optimizing robots.txt and XML sitemaps, as well as adding breadcrumbs to the site to improve site interlinking.
We improved Lick Sleeve’s local presence by acquiring citation links. Acquired links came from pet-owner forums and dog-related websites to generate greater interest for the brand. We employed cold email outreach and used blogger reviews to obtain more links. As part of our new strategy, we’re also acquiring sponsored links for the brand.
Growth Rocket employed pain point-driven ideation and a targeted content writing strategy. Our team conducted keyword research and optimized content with topical and tangential keywords. We prioritized informational keywords with low volume but high intent and low keyword difficulty scores.
We adopted the pillar and cluster model for Lick Sleeve’s blog to add context and improve interlinking opportunities. Under the pillar and cluster model, we improved the blog infrastructure by anchoring different blog topics under a single webpage. In turn, it became easier to hyperlink to blog posts under a specific topic cluster.
We produced monthly keyword-optimized blog posts to improve freshness and make Lick Sleeve’s content relevant for search queries. Through consistent on-page blogging and reoptimization, we recorded a positive trend in blog users and page views over a span of 12 months.
Over a 12-month period, Growth Rocket was successful in helping Lick Sleeve increase overall transactions and net revenue while maintaining a low cost of sale. Our strategic, customer-centric campaigns helped us score these wins:
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