Hitting the Bull’s-Eye with Bohning’s Online Marketing Goals
A recognized name in the archery industry, Bohning chose Gray Loon Marketing Group to help develop and carry out strategies to attract customers and grow product sales. Solutions included a website with SEO and email marketing to drive qualified traffic to the site.
Situation, Objectives & Challenges: Bohning was ready for a website redesign. The new site would need to appeal to two different target audiences: target archers and bowhunters. It would have SEO and other means of drawing increased, quality traffic in order to grow product sales. Bohning also wanted to ensure that content they would enter into the site on their own in the future would be optimized for search engines.
Solution, Technology & Execution: Gray Loon designed and built two websites in one. We applied two skins to the site, which delivers varied content based on the user’s selection of “hunting” or “target archery” on the home page. Gray Loon optimized the site to increase traffic from search. We also provided keyword research Bohning could use to optimize the content they would enter through the content management system. Analytics after three months indicated favorable results, including a high number of new visits from web search and a low bounce rate. In addition, we designed and programmed a custom eblast template Bohning uses to create and distribute messages through the Gray Loon Email Marketing System. They can also monitor the success of those messages using the system’s robust statistics tracking.
“TO INVENT AN AIRPLANE IS NOTHING. TO BUILD ONE IS SOMETHING. BUT TO FLY IS EVERYTHING” —OTTO LILIENTHAL
