Blog : content marketing

Social Media and Content Marketing Case Study: Stylerunner

Social Media and Content Marketing Case Study: Stylerunner

Stylerunner is an Australian online business specialising in women’s activewear. In the past three years, it has seen sales figures skyrocket, growing by a whopping 1736%. This is supremely impressive considering Australia’s limited market, and even more so when you consider that Stylerunner was launched in October 2012, and was a two-person operation. In the five years since, they have become the #1 women’s sportswear store in Australia (Stylerunner now have 64.1% of all online activewear sales in Australia).

Immediately, what is most familiar to most visitors on Stylerunner is its unassuming, almost typical e-commerce store layout. This goes to show, simply, that having a fancy and unique design is often not necessary for success. Much of Stylerunner’s success has been attributed to their clever social media and content marketing strategies, over more “traditional” aspects of digital marketing. In this article, we’ll further explore this strategy Stylerunner employs.

A Strong Social Media Presence

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In a short amount of time, Stylerunner has amassed 549k followers on Instagram, and 47k likes on Facebook. This is a staggering social media following, but it also begs the question: how did they get there?

Unsurprisingly, founder Julie Stevanja asserts that Stylerunner’s success is largely attributed to a building a strong social media presence early. At this time of writing, their Instagram account has over 12,000 photos uploaded – for its five years that its been around, this would mean that they have uploaded an average of six pictures a day. This is no mean feat when you think about it: a quick glance through their Instagram reveals that each picture posted is high-quality and purposefully crafted for their target audience. This success from their Instagram marketing plan is apparent when you see that Stylerunner’s posts often enjoys a high level of engagement from their followers.

Indeed, Stylerunner’s Instagram feed functions like a “mood board” of sorts, where appealing pictures are curated from different products and brands. This meticulously created Instagram feed is a great way to entice their target market into purchases, and also establishes them as authorities in the women’s activewear market.

Building Relationships with Influencers

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Stylerunner is known to consistently maintain their relationship with influencers on Instagram by gifting them with free products or by reposting their fitness photos. This further solidifies Stylerunner’s position as a leading destination for women’s activewear, and also extends their reach with the support of influencers. In many cases, Stylerunner does not even pay for these “partnerships”. They simply repost pictures of their customers who use the hashtag #Stylerunner or have the official Stylerunner account tagged in their photos. This means promotion is essentially free – many Instagram users are more than happy to use hashtags if it gives them a chance to be “featured” on a popular social media feed.

As Daniel Wellington has showed, a solid influencer marketing strategy is essential in many markets today – with the help of influencers, their business grew to $220M in revenue in just a year. Influencer marketing is especially important when you are in niches such as, but not limited to: Fashion, Grooming & Beauty, Sports, and Hobbies. However, it would be wise to exercise a degree of caution when utilising influencer marketing, as guidelines for transparency are much more stringent today than they used to be.

A Dedicated Content Marketing Plan

Triple-White is Stylerunner’s online magazine, dedicated to fitness, fashion, health and beauty, and tech. Stylerunner has created an entirely different domain for their content marketing efforts. With the wide range of topics and substantial content on the website, it is easy to see the aggressive content marketing strategy at play. The site also serves as an effective sales funnel – articles on fitness and fashion frequently promote products sold on Stylerunner.

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In addition to these style and fitness topics, Triple-White also dedicates a fraction of their writers’ efforts on healthy recipes, tech gadgets and apps, celebrity interviews and their workout routines. Writing about these topics do not usually allow for promotion of their activewear products, but they do it nonetheless. The reasons for doing so are simple. Writing about a wide range of topics that appeal to your target demographic helps in many ways:

  • Generating organic search traffic from long-tail keywords, and consequently, traffic to Stylerunner (via sales funnels)
  • Establishing Stylerunner as an authority site for activewear, style and fitness, and health – in the same demographic
  • Generating traffic via social media shares and likes, with the potential for good content to go viral

If you do not already have one, a content marketing plan is absolutely essential for e-commerce, for the reasons listed above.

Conclusion

Often, it can be too easy to get caught up in SEO/SEM strategies, and on-page optimisation in order to generate traffic and revenue. While they should still be the bread and butter of any e-Commerce business, it could be worthwhile to implement a highly aggressive social media and content marketing strategy. One of the main benefits is that this could greatly boost your  brand name and recognition much more effectively than SEO-related plansm which tend to have you aiming for product or industry-related keywords. When you have a brand name as recognisable as Stylerunner, you no longer have to worry about being at the mercy of Google and their ever vacillating search algorithm.

Interested in implementing a digital marketing strategy for your e-Commerce business? Web Design Market has all you need to succeed in the ever-changing digital landscape. Contact us today for a free quote!

WordPress SEO: 4 Tips for Image Optimization

WordPress SEO: 4 Tips for Image Optimization

With the crazy amount of information online competing for users’ attention, Wordpress SEO plugins such as Yoast allow you to take actionable steps to ensure that your quality content gets to be seen by the right audience, leading to higher conversions.

A staggering 27% of all websites on the Internet use WordPress. Being easily customisable, it’s definitely a worthwhile CMS to use for small-to-medium businesses looking to level the playing field by establishing an online presence.

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As WordPress and SEO experts, we’ve found that one thing that’s often overlooked by content creators is the optimization of images, whether for your blog or your landing pages. This can help with Google rankings and backlinks. Users can be redirected to your site via Google Images, and Google reads your page to be of high quality.

So we’ve made it easy for you — we’ve broken down four simple considerations for how you can prep your images to make the best use of Wordpress SEO (though this is applicable to other types of CMS).

1. Find the right image. 

This should be obvious, but placing an image into your blog or landing page should not be for purely SEO purposes. Whether you’re using your own images or stock photos, they still need to fit in with your overall branding and message.

2. Do your keyword research.

Align your keyword-optimized text content with the optimization of your images. Include keywords in:

  • The file name of the image you’re uploading.
  • The alt and title text: The title text appears when you hover over the image, while the alt text is used when the image doesn’t load, or on browsers made for the blind or visually impaired to describe the image.
  • Captions, if you decide to include them.

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When naming or describing images, remember to use hyphens instead of underscores, as Google would read, for example, ‘file_name’ as ‘filename’, and ‘file-name’ as ‘file name’ — this can affect your SEO.

3. Consider the whole of your content. 

Now that you’ve got some eyes on your page, make sure that they don’t take a glimpse of what you have and decide not to stay! Bounce rate matters to your Google rankings.

  • Include captions. Although this might not apply across the board for all types of content, where relevant, include captions when they can enhance the quality of your existing content. Readers might jump straight to an image when it catches their eye, and the caption would be a good starting point
  • Preview your drafted posts and try to evaluate them from the viewpoint from one of your readers.
  • Are the images in your header? In a slide? Between text? Consider, for example, the alignment of your image and where you’re embedding your image within the text. Does it fit, or is it interrupting the flow of the page?

4. Adjust your image file size.

Your file size is also taken into account by Google, as it affects your website speed. This then affects the quality rating of your website. Most basic image editing tools have the function to adjust your file size, for example Canva.

Main Takeaway

Pair these four tips with your existing WordPress SEO and content strategy. Images can play a role in generating leads, too!

Top Reads of the Week

Top Reads of the Week

1. Analytics Demystified

A step-by-step breakdown of metrics, PIs, and KPIs, and why you should place more thought and analysis for the data you choose to include in final reports. As Jeff Rajeck argues, analysis is often the most important and most overlooked part of analytics reports.

2. The Year of the Supershopper 

An insight into mobile shopping: a large proportion of users use mobile to discover, browse, and research. In short, they keep their options open — and it’s something to consider when adjusting mobile bids and optimising your reach across platforms.

3. Content Marketers Share Their Secrets

Some tips and words of wisdom from top content marketers on staying inspired and creating quality content. What we found most useful?

Chris Ducker:

“If I could go back in time and give my newbie content creator self a bit of advice it would be to repurpose, repurpose, and repurpose. Back when I first started creating content, boy oh boy, was I wasting time. Now almost every piece of content that I create is repurposed in some way, shape, or form.”

4. Forecasting and Trend Data in Google Keywords Planner

A quick run-through of the new forecasting features on Keywords Planner, including forecasted impact of keywords and data for competitive domains.

5. Why Designing for Delight Doesn’t Always Work

Main takeaway: Spend more time understanding what the customer needs. As the author puts in, “If you really want to impress your customers, stop focusing all your energy on delighting them, and consider where your customer is at rather than where you want them to be.”

Weekend Wind-Down

What are better than photos of animals? Photos of derpy animals, obviously.

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Happy Friday!

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