Amy Domer, senior e-commerce administrator, A.M. Leonard.
As a web business, Gardener’s Edge lives and dies by the searchers that visit and purchase from its site. On average, Gardener’s Edge gets 3,000 visitors a day to its website while A.M. Leonard receives closer to 12,000. Approximately 1,500 people look at the Gardener’s Edge online catalog every month.
The site’s audience derives from several different sources. First come loyal customers who know the brand and visit the site out of familiarity with Gardener’s Edge products. This audience provides the steadiest flow of income.
Second come the people who arrive through an organic search for a particular type of yard or garden tool, piece of outdoor furniture, accent, apparel and so on. Although growing quickly, organic search doesn’t offer the same degree of control and responsiveness enabled by advertising.
This brings us to paid search advertising. As an untapped audience, paid search serves as a primary vehicle that the company depends on for growth.
Gardener’s Edge could have handled paid search and search engine optimization (SEO) marketing on its own, but that would have taken a large chunk out of the day for the staff of five. “We have a smaller marketing team here than probably a lot of places do,” Domer admits. “But I think that's also what makes it fun and challenging.”
So Gardener’s Edge turned to Wheelhouse Digital Marketing Group
(DMG), a Seattle-based digital agency. “We consider Wheelhouse DMG to be an extension of our team,” Corpus shares. “We essentially divide and conquer with them. We give them the big strategic themes for the year, which they’re very, very good at translating into a digital marketing strategy.” A large part of that strategy involves Bing Ads.