Case Study: Developing a Marketing Plan for Vow Muse
Company: Vow Muse
Role: Communications & Business Growth Manager
(as well as Muse and Blog Writer)
Problem: Maintaining a consistent presence across all channels had become challenging with the two original co-founders not able to devote as much time to the business. Additionally, we wanted to diversify income streams by offering instantly downloadable toolkits and writing templates that folks could use to DIY their wedding words.
Solution: Create a marketing plan that leverages AI by focusing on the main keywords that were already driving traffic to the website and nurturing the growth of other keywords.
Tools Used: Google Workspace, Keyword Research Tools, Squarespace, Canva, AI
Deeper Dive:
Using keyword research and tracking tools, I first confirmed which keywords were driving the majority of traffic to the website as well as which pages were most popular. I also noted which keywords were most effective in driving traffic to the existing downloads so that I could build off those.
From there I created a marketing calendar complete with blog topics, and the specific keywords each post targeted. The calendar incorporated a few different clusters of posts that each supported existing and newly created downloads, specifically “maid of honor speech”, “write your own wedding vows”, and “wedding nature readings.”
Since I knew I didn’t have the budget or the people resources to write an entire marketing plan worth of blog posts, I turned to AI for support. I started by priming it with our brand voice and tone, as well as a few examples. From there I had the AI tool generate each blog post, which I then edited, and scheduled in Squarespace, using Unsplash for royalty-free images. I used Squarespace’s built-in option of posting directly to Facebook and Pinterest each time a blog goes live, to keep the two main social media channels active and fresh.
The Results:
Year over year, traffic to the targeted increased by 50% and purchases of the nature-themed downloads increased by ~33% as well as the flagship product, the wedding vows toolkit.
Downloads — Toolkits & Template Speeches
- Your Love, In Writing: A DIY Guide to Writing Your Wedding Vows
- Maid of Honor Made Easy
- Your (Best!) Best Man Speech
- Disney-Themed Wedding Speech
- Nature-Themed Wedding Speech