“I’m a technological dinosaur,” Carol Boyko, the owner of Bocana Boutique, told her Digital Main Street Transformation Team, in the first five minutes of the introductory meeting. Right then, the team realized they had to help Bocana establish an online presence, which was minimal at the time as the business only had a landing page and no website.
The first week was spent conducting research and building foundations: mockups of the website layout, brand guide, Instagram feed previews, and SEO keywords and outline for website content. After receiving approval, the team moved to working on deliverables.
The first task on the list was to have the website up and running. The website was essential as Bocana Boutique did not have any other platform to display a consolidation of all products. After detailed conversations, the team learned that Boyko wanted to promote in-person shopping as it best fit Bocana’s mission: To make women feel confident and beautiful in their own skin by helping them find their perfect size.
The Transformation Team prepared mockups for the website, created content, transferred all inventory from Lightspeed to Wix, and the website was up and running. The website was designed to have a section for newsletter sign-ups for email marketing to expand clientele when the website launched. Efforts were made to personalize the website which led to the addition of a ‘Meet Carol’ section, because who wouldn’t want to know more about the woman who was about to change their lives! Within three days of the launch, the website had garnered 87 unique visitors.
Bocana underwent a complete rebrand during the Transformation Team engagement. Brand colors were changed to align with the Boutique’s theme and new visiting cards and gift cards were designed. Before the team took over Bocana’s social media (Instagram and Facebook), engagement was minimal and most of the sales came from returning customers. Graphics for social media were carefully curated, keeping in mind the Boutique’s Victorian-esque and adding a feminine, and chic aesthetic, and paired with captions and hashtags meant to solidify her digital footprint.
Over the course of the contract with Bocana, the team’s posts reached as many as 316 people organically, Bocana’s Instagram following went up by 32 followers (4.8% increase) and one of the clothing lines ended up being completely sold out. The team also made Canva templates and a list of hashtags and captions to use in the future, this was done to ensure that Bocana’s social media engagement does not decrease.
Before the final send-off, the team had one more milestone to achieve: ensure that Bocana was not experiencing any kind of discomfort in terms of moving forward and solely taking over all aspects of their online presence.
For this purpose, the team made it a point to use easy-to-use softwares for all deliverables. Canva was made to create Instagram and Facebook templates to use by the simple method of dragging and dropping. Similarly, for the website, the team built it on Wix to make it less complicated when changes need to be made. In addition to that, the team held multiple Zoom calls to walk through every process, from using Canva templates and posting with Facebook Business Manager, to making changes on the website and adding products to the Catalog. To follow-through fully, they also created how-to videos and step-by-step guides with screenshots to go over whenever required.
Learn more about Bocana Boutique here.
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Written by Suhani Saigal. See the original release here.