Brand Strategy | Web Design | Web Development | Marketing Strategy | Email Marketing | Search Marketing | Social Media Marketing | Web Maintenance | Graphic Design
trueCABLE was founded to shake up an outdated industry with a simple goal: offer the fastest and most reliable networking cables direct from its high service factory. trueCABLE provides a simpler way to buy affordable, high-quality network cable using an efficient direct-to-consumer process.
Skip Ahead: The Challenge | The Approach | The Results
A highly successful eCommerce business offering wholesale category cable, trueCABLE had seen explosive growth since its inception and came to HMG ready to expand its market and clientele beyond its current Amazon base. In order to compete with customer loyalty on Amazon, trueCABLE knew a strategic approach to its brand and marketing tactics would be critical.
HMG dove into learning about the company, held customer interviews, and performed a brand discovery workshop to gain insight about trueCABLE’s identity as a brand and its ideal customers. After extensive research and analysis, we presented trueCABLE with a comprehensive Brand Toolkit, outlining brand characteristics, positioning, and messaging.
Using these newly established brand guidelines as a blueprint, we crafted a marketing strategy that defined unique characteristics for each of trueCABLE’s target audiences. Detailing out the most effective way to engage each persona (with strategic messages tailored for each audience), we outlined the best channels with a recommended timeline and budget for execution.
With a holistic approach incorporating email, social media, PPC, SEO, and website marketing efforts, we knew an effective plan for trueCABLE would require a clear roadmap to track goals, benchmarks, and progress over time. For each goal, we set metrics to track our progress. We developed a priority list of initiatives to follow and execute on over the next year including:
- Redesign the current Shopify site to create a better experience for cable buyers and boost overall sales.
- Build an engaged online community across multiple social media platforms.
- Generate leads with website conversion optimizations such as newsletter subscription form and promotional offers.
- Create a custom email template and establish a cadence of monthly email campaigns to distribute content, delight customers, and nurture leads.
- Establish trust and thought leadership with valuable, relevant content.
The HMG team buys into our brand, and they take the time to learn about our company and our goals. They incorporate all of that into the work they do for us, and we can trust them to continue building the brand according to our vision.
– Jessica Floyd, VP of Marketing – trueCABLE
Our first step was to address the current website. While it served as an effective ecommerce platform for the brand, the user experience left visitors frustrated and confused. Most importantly, it didn’t convey the simple cable buying experience trueCABLE was aiming to offer.
Our team reskinned the site with a beautiful, clean aesthetic that represented the friendly and innovative trueCABLE brand. We simplified the navigation so users could more easily browse for products, find specific details on each product, and easily navigate through the checkout process.
The trueCABLE team wanted to build on the momentum of the existing site, so we opted to leverage the capabilities of the current Shopify framework. We extended features and functionalities within Shopify to provide a seamless ecommerce user experience, allowing potential buyers to filter their purchase by application, shield, style, and theme, and providing a quick and secure checkout process.
Throughout the last year, the HMG team has had the opportunity to partner with trueCABLE through nearly every service we offer, becoming a truly integrated extension of the trueCABLE team.
After partnering with HMG for over a year, trueCABLE’s brand has experienced monumental growth. From a relatively unknown cable brand to a top contender among industry professionals, trueCABLE has established itself as a trustworthy, friendly manufacturer of high-quality cable products.
HMG does an amazing job with our social media. When we started working with them, we had almost no social media presence. Now, we have over 1,600 likes on Facebook and over 700 followers on Instagram. We’ve had a lot of engagement with influencers in our community, and Instagram is particularly successful for us.
Jessica Floyd, VP of Marketing – trueCABLE
Now, we continue to enjoy an active and thriving partnership with trueCABLE in support of its booming business and expanding brand. The best part? The results aren’t slowing down, and neither is the momentum of the HMG/trueCABLE partnership!
As a result of our overall marketing efforts, website sales increased over 7% from 2018 to 2019 (1,000% increase in revenue). After the new site launched, we saw those numbers skyrocket! Below are stats from the first four months after site launch, compared to the previous four months leading up to launch:
- 16%Increase in Site Revenue
- 75%Decrease in Bouce Rate
- 31%Increase in Unique Pageviews
- 69%Increase in Active Users
Want to see for yourself?