Angela Lensch Gallery Digital Strategy
Presented by
Six Steps Forward Digital Marketing
My Digital Marketing Certificate program through Old Dominion University culminated in a complete digital strategy for our small business client, Angela Lensch Gallery (ALG). Through this project, we were able to put all of our knowledge to work in a real-world scenario and understand how each of the parts can fit together to help a business reach its goals.
The Process
My team met with Angela to gather information about her, her business, and her goals for the gallery’s future. With that information in hand, we began our research into the world of fine art and how to devise the best digital strategy to help grow her business in a way that was sustainable and impactful.
We first examined the current state of ALG, along with creating a SWOT Analysis and a Competitive Analysis. Additionally, we created three Buyer Personas to represent her typical clientele and prepared SMART Goals to aid in generating each of the strategies to follow.
My team divided the tasks for the SEO, Social Media, Email, and SEM strategies. We decided, as the Content Manager, I would be responsible for the Email Campaign. Since our main strategy was focused on ALG Brand Awareness, I began with a Monthly Newsletter Campaign.
The Email Campaign
A regular newsletter is a great way to stay involved with your subscribers and share your story. Subscribers can also interact with your business across more platforms through the use of strategically placed links. A small business client with a penchant for storytelling and limited time and resources can implement it to great effect.
In addition to the monthly newsletter, I also determined that sending a specific email to a segmented group of subscribers would be beneficial to the business. Here we’ve used the example of a Collection Announcement email when new jewelry collections drop. The intent is to send this email only to those customers who have shown interest in ALG through a past jewelry purchase.
This email is visually appealing, more focused, and can easily be repurposed for social media. Repurposing content is exceedingly important for small businesses with limited time and resources for digital marketing.
This project was an incredible learning opportunity for me and my team, and the strategy was well received. We put a lot of time and effort into this project and we are excited to see Angela Lensch Gallery implement these strategies and grow throughout Wisconsin and beyond.
