As diversifying their sales channels was key, we focused on improving the customer journey and marketing efforts across all digital touchpoints. We saw huge opportunities in refining the navigation, design and messaging of their website; ultimately, it needed to be fit for purpose as an eCommerce platform so they could sell direct to consumers. Once lockdown hit, this became even more important: online became their primary sales driver, while demand for flour was soaring simultaneously.
The business already had a loyal customer base, but wasn’t fully making the most of social media and email marketing to engage with their community or attract newer consumers. So we put in place a content strategy that nurtured existing customers and created wider brand awareness online.
Website design and build
With over 40 types of flour, it was vital the website communicated the full range of products, experience and history in a clear and engaging way. We refined the user journey, ensuring clear navigation for both commercial bakers and families baking at home. We also refined the buying process, making it easier to find exactly what site users wanted and purchase with minimal clicks.
We worked with copywriter Emma Griffin to combine SEO keywords with a compelling brand story – refining the extensive family history to an inspiring and easily digestible About page. We also crystalised messaging across the homepage, turning their incredible provenance and history into meaningful (and memorable) taglines that showcased their unique position in the market.
We added more neutral colours to the UI to add depth to the site and ensure the products really popped. Earthy shades were chosen to echo the packaging and natural farm-to-table brand identity. To support the website refresh, we were commissioned to organise a photo and video shoot. We worked with our dream team – Jay and Jake – to produce high-quality photo and video assets of the mill and its suite of products.
When we started working with Bertie and the Matthews Cotswold Flour team, they weren’t doing any email marketing. By setting up MailChimp templates and building out a workflow and content calendar, starting with four emails per month, we could quickly get email marketing up and running in a way that wasn’t overwhelming but brought back a clear financial return on investment. We also grew their list substantially by offering a sign-up discount and setting up an online baking community, the Cotswold Flour Baking Club. Not only did this grow their list in a short space of time, but it helped to nurture and foster the brand’s community of home and commercial bakers.
Social media strategy
We took over this part of their online marketing, working with our trusted experts at Bam Bam Social to nurture and grow their community of home bakers during lockdown. Through giveaways, brand collaborations with chefs, influencer campaigns, IGTV tutorials (leveraging the lockdown sourdough trend!) and a new ‘Bake Along’ Live series, their Instagram account saw growth of 400% between May and December 2020, going from 2k to over 10k followers.