In May 2022, the Dooney & Bourke team joined the Digital Position family with SEO, Paid Search, and Paid Social Services to develop more targeted merchandising and marketing strategies to boost their overall digital presence. Communication was and has remained a keystone of this success story. Since the beginning, all three Digital Position departments have met weekly with Dooney & Bourke’s Marketing team to discuss not only strategy updates, but also industry trends and developments in the digital marketing landscape. By maintaining open lines of communication, we’ve built a solid relationship with the client and enabled cross-functional collaboration between all 3 teams, driving tremendous growth across the board.
From the beginning, our teams quickly aligned on a variety of strategies that allowed us to hit the ground running. The focus for SEO began with fine-tuning the fundamentals sitewide according to SEO best practices, along with new content creation to develop more optimized category landing pages which has led to increased traffic and revenue growth overall. Previously, their paid efforts were focused solely on branded search, our teams expanded this strategy to incorporate new customer acquisition on the search side which led to explosive non-brand growth. This boost ultimately gave our team the chance to manage their Tik Tok ads in October 2022.
SEO has positively affected paid by creating retargeting audiences who are closer to purchasing, leading to increased on-site engagement and improved rankings. With the power of a comprehensive digital marketing strategy guiding them, it’s no surprise they’ve been able to stay ahead of the curve in their industry and quickly achieve their business objectives.