Folk of all Trades is a relatively new business, teaching simple living skills across South Australia. Three years into their business, Dani Austin and Sam Ryan were ready to launch their first website and get more strategic in their communications.
The pair had secured an ON Business Partner Program grant, so I created a personalised marketing package within this grant funding budget.
Firstly, we created a Mini Brand Style Guide to ensure colours and fonts used across all communications were consistent, helping to increase brand recognition.
Next, I audited and updated a new website Dani and Sam had built on Wix, preparing it for launch. This included improving brand messaging and copywriting, tweaking the site structure for easier page navigation, improving SEO (search engine optimisation), updating and optimising photos, and connecting Mailchimp.
Within Mailchimp, I used the Mini Brand Style Guide to create a solid newsletter template, giving Folk of all Trades emails a cohesive look and feel. This template also became the base for an automated new subscriber welcome email.
Lastly, we turned our attention to social media strategy.
I audited the existing Folk of all Trades Instagram account, advising on overall profile and bio changes to make the account more findable. I also created a Personalised Hashtag Strategy to help drive increased engagement on individual posts.
On YouTube, I customised key pages, set metadata to help drive website click-throughs, created cleanly branded video thumbnail templates in Canva and advised on marketing strategies to quickly increase subscriber numbers.
Traffic to the new Folk of all Trades website is steady, with an enviable average session duration of 7 minutes, coupled with a low average bounce rate of 50% — indicating people who arrive at the site are finding what they need and hanging around to read through multiple pages of content.
YouTube subscriber numbers grew by a whopping 426% in just four months.