Panoptic Online Marketing

  • HOME
  • ABOUT
  • SERVICES
    • WORDPRESS WEBSITES
    • SEO STARTER PACKAGE
    • MONTHLY MARKETING PACKAGES
    • CONTENT MARKETING
    • EMAIL MARKETING
    • PAID SEARCH (PPC) ADVERTISIING
    • SOCIAL MEDIA MARKETING
  • Case Studies
  • Blog
  • Contact Us

Online Marketing Case Study: Paddle Diva (Part 2)

Jun 22, 2015 By Melissa Cahill

Facebooktwitterredditpinterestlinkedinmailby feather

Part 2: Winter 2011/2012

Developing a Long Term Strategy

Seeing the power of SEO to drive traffic and sales, Bradley continued working with Panoptic to develop an integrated marketing plan for Paddle Diva. We helped her understand that building a robust and sustainable online presence means delivering something of value to your audience —and speaking from the heart, with an authentic voice. The website had some basic, built-in blogging functionality (which was eventually moved to a separate WordPress platform), and Bradley herself had already established profiles for her business on the major social networks. But she wasn’t sure how to grow her following, especially during the off-season when no one in the Northeast would be paddling or interested in reading about water sports.

Online Marketing Case Study | Long Term Marketing StrategyLearning how to blog and use social media effectively takes time and planning; the natural impulse is to jump in and start selling and promoting.  Bradley was quick to understand the difference between talking at potential customers vs. engaging them in meaningful conversations that they were likely to remember.

Working with Panoptic, Bradley decided to focus her blog around the things she was passionate about that also supported her brand identity:

  • Women’s Empowerment & Celebrating the Achievements of Women
  • Natural Health & Wellness
  • Plastic Pollution & Ocean Conservation

Blogging around these topics provided Bradley with a way to start associating the Paddle Diva brand with people she admires, causes she supports, and organizations she wanted to align her business with, while simultaneously allowing her to showcase her expertise — or offer her informed opinion — on these subjects.

So how did all this blogging impact Paddle Diva’s business?

We can offer a variety of statistics to illustrate the increase in traffic to Paddle Diva’s website as a result of these online marketing activities – but numbers tend to bore people if they don’t focus on the bottom line.  So we’ll just cut to the chase: Paddle Diva’s business doubled in the Summer of 2012.

Bradley’s steady blogging and engagement across the social networks brought something more than increased revenue – it bought her brand exposure in mainstream media, which in turn introduced Paddle Diva to new markets and opportunities. A few examples:

case-study-blogging-example-1November 2011: Gina Bradley (far right) and her Paddle Diva crew were invited to pose for a German art book featuring the work of photographers Paolo Pellegrin and Stefan Pielow. The exposure brought new European followers to the Paddle Diva Facebook page, giving Bradley international exposure.

January 2012: Bradley is featured in the short documentary film “Mission of Mermaids,” and becomes more involved with fighting plastic pollution and local conservation issues.  Bradley now regularly acts as a spokesperson and representative for the film at local film festivals and screenings, solidifying her brand’s commitment to environmental awareness.

February 2012: Bradley was asked to review the 2012 Surf Expo for Standup Journal, giving her a chance to be the authoritative voice on SUP at this annual industry convention.

Facebooktwitterredditpinterestlinkedinmailby feather

Related posts:

  1. Online Marketing Case Study: Paddle Diva
  2. Online Marketing for Small Business: Three Things to Focus on in 2014
  3. Case Study: SEO for Ecommerce Website
  4. Case Study: Small Law Firms and Solo Law Practices
Previous: Benefits of Email Marketing
Next: Know You Need SEO But Don’t Know Where to Start?

Filed Under: Blogging & Content Marketing, Case Studies, Inbound Marketing, Social Media Marketing Tagged With: blogs and blogging, content development, inbound marketing

FREE SEO AUDIT

Free one-hour consultation and SEO Audit Report for qualified business website owners. Get in touch today!

From the Blog…

  • How to Boost Reach and Engagement Using Visual Content
  • 8 Ways to be SEO Ready in 2017
  • 5 Ways Online Reviews Help Your Local SEO and Your Business
  • 5 Ways to Improve Your Local Ranking with Google My Business
  • How Partnerships Expand Capabilities and Benefit Everyone

Read More About…

  • B2B
  • Blogging & Content Marketing
  • Case Studies
  • Email Marketing
  • Inbound Marketing
  • Local SEO
  • Mobile Marketing
  • PPC
  • Search Engine Optimization
  • Social Media Marketing

Customer Testimonials

"Panoptic guided our non profit through both technical and organizational transitions, most recently bringing our website into the 21st century and raising our profile in the educational and independent media world." -- Greta Schiller, Director, Jezebel Productions

"If I need a website re-designed or created for Wordpress, I'm calling Panoptic again. Customer service is foremost. They aren't satisfied with the end product until you are." -- Greg Miller, Owner, Intelireach Marketing (White Label Client)

"Melissa and the Panoptic team were an important part of the SEO process during the development of the new Morvillo Abramowitz website." -- Paula Zirinsky, Marketing Director at Morvillo Abramowitz

"Panoptic has been instrumental in helping my company launch a successful social media campaign. Any time someone found my services on the web and booked them, it was Panoptic’s work that got them there!" -- Gina Bradley, Owner, Paddle Diva

More testimonials on LinkedIn.

From the Blog

How to Boost Reach and Engagement Using Visual Content

By Redge Estebat

Creating and sharing visual content has been a marketing trend for several years now and it’s not about to fade anytime soon.  In fact, it has now become a MUST for any businesses that wants to be noticed on the internet.  These statistics testify to … Continue reading →

How Can We Help You?

  • WordPress Websites
  • Monthly SEO and Internet Marketing Packages
  • Content Marketing & Business Blogging
  • Email Marketing
  • Paid Search (PPC) Advertising
  • Social Media Marketing

Follow Us

Facebooktwitterlinkedinrssby feather

FREE SEO AUDIT REPORT

Free one-hour consultation and SEO Audit Report for qualified business website owners. Get in touch today!

Panoptic Online Marketing, LLC © 2016. All rights reserved. Site Map

353 West 48th Street, #328, New York, NY 10036

40 West Hills Road, Ivoryton, CT 06442