Digital Marketing Manager

Blurp Space

All About Blurp Space

Blurp Space is an e-commerce marketplace that provides businesses with the opportunity to upload their products as vendors and earn referrals through Affiliate Marketing.

List of activities

Website Design & Search Engine Optimization
Business & Marketing Structure
Social Media Set-up and Team Management
YouTube Management
Social Media Management
Email Marketing
Search Engine Optimization (SEO)
Google Analytics

My market research process

Google Forms or Typeform, Google Gemini
Customer interviews
Product testing and service inquiries
Product adjustment
Product launch

Breakdown for marketing strategy

Achievements:

- Grew website users from 0 to 100+ within the space of 2 months through Google Forms research and Hubspot
- 50+ users filled the form, collated data to formulate marketing strategies, which generated a total of $2000 worth of funding and $500+ worth of sales within 2-3 weeks.
- Used this data for the content plan as well

Competitor Analysis:

The company's competitors were mostly Jumia, Amazon, and Konga.
Researched on their platform to understand the works, challenges they encountered, the company's Unique Selling Point (USP), and loopholes I could cover up for Blurp Space.
Brand USP was identified through qualitative and quantitative research. There were a lot of interviews with customers, hosting and attending events, and pushing for sales through events and strong customer interactions through CRM integrations.

Marketing Channels and Strategies:

My marketing strategies is a mix of traditional marketing and digital marketing strategies, which reflect lead generation tactics, sales (revenue) tactics, and digital tactics.

Starting with traditional marketing strategies:
- Event Hosting: We invited 100+ Vendors and Affiliates with a target of having a maximum of 50+ attendees, people who came in amounted to 40+ in total. We generated a total of $700+ revenue through our website.
- Website testing: I also ensured we had over 20+ vendors and affiliates personally test the website.
- Partnerships: I also ensured that we partnered with top universities to help ensure that we receive at least 10-50+ new users every week, and Photographers to reduce the cost of content creation for events and marketing generally.

Search Engine Optimization (SEO) strategy:

- Keyword Research Strategy: The Tools I made use of were Google Keyword Planner, Ubersuggest, and Semrush.
- On-Site SEO Strategy: YOAST SEO, Google Search Console, Google Find My Business, Google Merchant Store, Google Ads, and Google Analytics.
- Offsite SEO Strategy: Effective use of media partners with over 1k website visits per minute, to help the website grow stronger visibility.
- Technical SEO Strategy: The use of PageSpeedInsight for SEO Audit, proper analysis, and mobile friendliness adjustment.
- Content Marketing for SEO Strategy: The use of Google Gemini, Google Docs, and Google Keyword Planner to create blogs related to marketing strategies.
Social Media Marketing Strategies:
- Social Media Platforms: It usually started with a Social Media strategy with proper targets for YouTube, Instagram, Facebook, LinkedIn, X, and TikTok
- Community Engagement: A WhatsApp Community was created and divided into different segments, a group for Affiliates, Buyers, and Vendors.
- Influencer Marketing: Worked with 2 influencers who intends to grow the social media presence on Instagram and TikTok to 1k.

Email Marketing:

Hubspot was used for our email marketing strategy, which helped connect CRM lead magnets and customer management strategies.

Content Marketing (beyond SEO):

Product demos, unboxing videos, brand storytelling, live streams. user-generated content and podcasts using Capcut, Premiere Pro for video edits, and Photoshop, Canva for Graphic Design.

Timeline Strategy

Month 1-3 (Website Launch):
- Customer research, website testing, and event welcoming, including content creation
- Website optimization and complete SEO audit.
- Set up Google Shopping and Search Ad campaigns.
- Launched social media profiles and initial content.
- Implemented list magnet, and an email list was built with tools and a welcome series.
Month 4-6 (Growth & Optimization):
- Increase content marketing efforts (blog posts, videos).
- Worked with 2 major influencers to grow social media platforms.

Website Management & SEO - Grew website traffic from 0-7k+

Blurp Space did not have a UI/UX Designer, so I went further to research major competitors such as Jumia and Amazon
Analyzed the entire website and created a website optimization document for proper explanation on how the website will be made using WordPress.

Breakdown on website optimization project

Project Overview: Blurp Space optimization project is focused on creating all the user accounts such as Vendor accounts, Affiliates accounts, and Buyer accounts, while leveraging woo-commerce to track income processes, cashouts, and withdrawals for its users. It also contains key Google tools and SEO best practices to enhance the website's performance across various critical touchpoints. This strategy also involves a data-driven approach, from initial setup and analysis to ongoing monitoring and refinement, to ensure sustainable growth and increased revenue.

Key Optimization Strategies & Integrations:

Created a portal for over 50-100+ Vendors and Affiliate marketers at the MVP stage of the business
Configured Google SiteKit to establish an integration of the website on Google Search Console, Google Analytics, Google Find My Business,
Configured custom events and conversions to accurately track key user interactions, such as "add to cart," "checkout initiated," and "purchase completion."
Utilized GA4's reporting features to identify high-performing products, popular landing pages, customer demographics, and potential drop-off points in the user journey.
Generated custom dashboards and reports to monitor key performance indicators (KPIs) like e-commerce conversion rate, average order value, revenue per user, and traffic sources for Vendors, Affiliates, and Buyers
Built a team to work on content strategy, website design improvements, and marketing campaign adjustments.

How I Configured Yoast SEO For On-Page Optimization:

Used PagespeedInsight to audit the website and Installed and configured Yoast SEO plugin for comprehensive on-page and technical SEO management.
Conducted in-depth keyword research to identify high-volume, relevant keywords for product pages, category pages, and blog content.
Optimized meta titles and descriptions for all key pages, incorporating target keywords and compelling calls to action to improve click-through rates (CTR) in search results.
Implemented proper heading tag (H1, H2, H3) structures for improved content hierarchy and readability.
Optimized product descriptions by using keywords from Google Keyword Planner and category content with natural keyword integration, unique selling propositions (USPs), and engaging language.
Addressed technical SEO issues identified by Page Speed Insight, such as broken links, duplicate content, and orphaned pages, to improve crawlability and indexability.
Utilized Yoast's readability analysis to ensure content was engaging and easy for users to consume.
Google Search Console (GSC) Monitoring & Performance Enhancement, and Verified website ownership and submitted XML sitemaps to Google Search Console to ensure proper indexing of all website pages and products.
Monitored "Performance" reports in GSC to track organic search impressions, clicks, CTR, and average position for target keywords.
Identified and resolved crawl errors, indexing issues, and mobile usability problems reported by GSC.
Leveraged the "Queries" report to uncover new keyword opportunities and optimize existing content for underperforming queries.
Utilized the "URL Inspection" tool for on-demand indexing requests and to troubleshoot specific page issues.
Analyzed core web vitals data (Largest Contentful Paint, First Input Delay, Cumulative Layout Shift) to improve website speed and user experience, directly impacting SEO rankings.
Google My Business (GMB) Optimization (if applicable for local presence):\
Claimed and fully optimized the Google My Business profile for Blurp Space, including accurate business information (name, address, phone number, website).
Categorized the business appropriately and added relevant attributes to enhance local search visibility.
Uploaded high-quality photos of products, storefront (if physical location), and team members to create a compelling visual presence.
Actively managed and responded to customer reviews to build trust and improve local SEO signals.
Utilized GMB's "Posts" feature to share updates, promotions, and new product announcements, driving engagement and traffic to the e-commerce site.
Google Merchant Center Integration & Shopping Ads Optimization:

Set up and configured a Google Merchant Center account, linking it to the e-commerce platform to automatically sync product data.

1. Ensured accurate and comprehensive product feeds, including high-quality images, detailed descriptions, correct pricing, and availability.
2. Addressed and resolved any product disapprovals or data quality issues within Merchant Center to ensure products were eligible for Google Shopping ads and free listings.
3. Managed and optimized Google Shopping campaigns (Performance Max or Smart Shopping) to drive targeted traffic and sales.
4. Monitored product performance within Merchant Center and Google Ads to identify top-selling products and areas for improvement in ad spend.

Work Results

Increased Organic Traffic: Achieved a 100% increase in organic search traffic within 2 months. The company generated 1.4k page views, 200+ new users as at 2024
User engagement: Event count increased by 25.09%, total users increased by 56.27%, while event count per user increased by 4.69%.
Page Views: Event count increased by 53.27%, total users increased by 100%, while event count per user increased by 3.94%.
Session Start: Event count increased by 16.95%, total users increased by 100%, while event count per user increased by 1.82%.
Greater Brand Visibility: This has helped the company secure consistent orders through SEO and increased brand visibility, resulting in sales growth from $0 to over $700 with no ad campaign.

Tools Used: Google Analytics, Yoast SEO, Google Search Console, Google My Business, Google Merchant Center.

Social Media Management- I grew Blurp Space's social media reach from 0-4000+ views (All Organic)

Worked with customer care representatives to grow community groups from 0-50+ from each customer segment.
Grew Vendors from 0-30+
Ensured Vendors followed the social media page through every social media post
Grew Affiliates from 0-70+
Ensured affiliates followed social media pages through every social media post
Grew buyers from 0-20+
Ensured buyers were segmented into wholesale buyers and retail buyers, and had them follow all social media pages
Developed a strategic social media agreement with partners to help ensure a minimum of 10+ new wholesale and retail buyers, vendors, and affiliates follow all social media posts per day.
Instructed and managed a group of Graphic Designers, Videographers, Video Editors, Photographers, and Customer Care Managers to create effective content that will be received by existing and potential customers and also convert.

Breakdown for social media strategy (ALL ORGANIC)

1. My first approach: Social Media Marketing Strategies

Before anything else, a comprehensive list of what my social media goals are for the business is highlighted from a digital marketing strategy, which reflects the overall marketing strategy. Content is created on every activity and posted on YouTube, Instagram, Facebook, TikTok, LinkedIn,

Research Analysis: Forwarded a research form to over 100+ users to understand their preferred social media platforms to understand which is our current and preferred
Social Media X Data Analysis: The audience mostly decided with a percentage of 89.7% that they prefer Instagram, 46%.2% prefer Facebook, while others had their figures so we primarily worked with Instagram, Facebook, TikTok and YouTube.
Lead Generation Tactic: So the Google form helped generate over 100+ leads, which were all converted into real-time followers across all social media platforms
Conversion process: So the conversion process was a mix of Blurp Space's 3 target audiences: Vendors, Affiliates, and Buyers. Buyers generated the company over $700+ within the space of 3 weeks, directly from the followers, and physical event marketing activities
Customer retention process: Ideally, this is mostly done and observed by the CRM (Customer Relationship Management) team, which helps convert new leads into real-time organic follows and grows engagement by 100%.

2. My Second Approach Towards Understanding The Audience?

If I am being real, social media insights are not the only mechanisms I leverage to properly understand the audience.

Demographics:
- Age: Blurp Space's target audience was specifically on Gen Z (18-25), Millennials (26-40). Each had different platform preferences and purchasing power.
- Location: Blurp Space's customers are primarily in Lagos, but it provides services within Abuja, Port Harcourt.

3. Social Media Platforms explained deeply

As you know from the aforementioned, we conducted extensive research via Google Forms to understand what platforms our customers want, and we worked accordingly.

Instagram (89.7%):
- Reels, Graphic Designs, and Pictures postings. The social media plan for Instagram was according to every marketing strategy that was listed. This means that every post was able to convert to a minimum of 1 new lead, sales, and at least 1 new follower, which was a converted buyer. affiliate, or vendor.
- Tools used: Instagram story, Capcut for video editing, Adobe Premiere Pro, Photoshop, Adobe After Effects, and Canva.
- Scheduling platforms: Meta Business Suite and Hootsuite
Facebook (42.6%):
- Reels, Graphic Designs, and Pictures postings. The social media plan for Facebook was also according to every marketing strategy that was listed. This means that every post was able to convert to a minimum of 1 new lead, sales, and at least 1 new follower, which was a converted buyer. affiliate, or vendor.
- Tools used: TikTok Live, Facebook Story, Capcut for video editing, Adobe Premiere Pro, Photoshop, Adobe After Effects, and Canva.
- Scheduling platforms: Hootsuite

4. Content Strategy

Our content strategy was also backed up with extensive marketing objectives. We created content for every activity held.

Partnerships

I ensured Blurp Space partnered with a lot of companies that provided a minimum of 5-10 new leads per day, who in return became oranic followers across all our social media channels.

Shoppable Posts/Stories/Reels: My content calendar for Blurp Space was a mix of USG (User Generated Content), Customer Feedback, In-app Reels, How To Use It content and event posts
WhatsApp BusinessCommunity:

I also grew the whatsApp community from 0-100+ worked and managed the Customer Care Manager to help ensure activities were always constant, while we grew engagement through personal interactions with Blurp Space customers.

7. Paid Social Media Advertising

Most of our sales came in organically, because if I am going to be very honest, running an e-commerce marketplace does not require the firm to consistenty run social media ADs, due to the nature of the industry, unless the Vendors sort to join the company's additional or premium packages..

Targeting: I made use of ADInterest.io to research proper interests for our AD managers.
Retargeting: I created a tracking sheet that allows all team members to update their results at the end of the week and our digital metrics.
Clear Calls-to-Action (CTAs): I made use of strong CTAs like "Shop Now," "Learn More," and "Send Message (WhatsApp/DM)."

8. Media Partners

Blurp Space media partnership was based on the one-field marketing strategy, which helped us secure 2 top partnerships with Micro influencers, and grew our followers by 20%

10. How I Measure and Analyze Performance (ROI)

My key performance indicators is measured by the tracking sheet I formulated for all the social media mertick, please HERE to see it.

Key Performance Indicators (KPIs):
- Awareness: Reach, impressions, follower growth, brand mentions.
- Engagement: Likes, comments, shares, saves, click-through rates (CTR).
- Traffic: Website clicks from social media (use UTM links to track campaigns in Google Analytics).
- Conversions: Sales directly attributed to social media, lead generation, and Cost Per Acquisition (CPA).
- Customer Loyalty: Repeat purchases, customer lifetime value (CLV).
Analytics Tools: Use platform-specific insights (Instagram Insights, Facebook Analytics, TikTok Analytics) and Google Analytics.

Work Results

Increased Social Media Follows: Achieved a 100% increase in organic follows within 3 days
Increased Social Media Reach:

Achieved a 100% increase in organic reach within 3 days

Page Views: Page views increased from 0-3.5k views in one month.

Email Marketing- I grew Blurp Space's e-mail list from 0-70+ subscribers in one month

Blurp Space's primary need extended beyond just a website; they required a well-structured email automation system. I addressed this by establishing a dedicated email account on HubSpot, developing a compelling lead magnet, and ensuring the customer care team effectively followed up on leads.

Email marketing strategy-breakdown

Key Metrics

Open Rate (OR): Open rate always varied between 60%+ to 100% on every email I have sent out.
Click-Through Rate (CTR): Click-through rates averaged around 58.33% - 40% every now and then.
Bounce Rate: Bounce rate is always around 0%
Unsubscribe Rate: The unsubscribe rate is always 0%

Hubspot Set-up

- CRM Magnet: The CRM lead magnet has been a very effective tool for customer management. It helped the company retain customers at an increased level of 20%.
- Pop-ups & Opt-in Forms: So the Pop-ups and opt-in were good, but were a bit too heavy for the website, which slowed down the website; this was why it was removed.
- Social Media Integration: Social media posts were integrated with Blurp Space's social media posts to help with more visibility.

Post-Purchase Follow-Up & Nurturing:

- Order Confirmation: Our order confirmation process is strictly based on prompted orders from the website, and buyers are to receive an immediate response to their orders.
- Shipping Confirmation/Tracking: There was A proper system of shipping information was also added to the cart flow.
- Post-Delivery Follow-up (Review Request): This helped us gather valuable customer feedback for business growth and customer retention.

Newsletter/Content-Driven Emails: Provide value beyond just promotions, build brand authority, and keep your audience engaged.

- Content: Blog post highlights, behind-the-scenes glimpses, customer stories, style guides, tutorials, company news, and curated product collections.

- - thresholds.
Email List Hygiene:
- Purpose: Regularly clean your list to remove inactive subscribers, invalid email addresses, and bounces. This improves deliverability and engagement rates.
- Strategies: Re-engagement campaigns for inactive users, removal of hard bounces.