Boston Bulbs

From limited presence in the B2C market
to a 477% increase in online revenue

From limited presence in the B2C market to a 477% increase in online revenue

Impact at a glance

August 2017 to February 2020 compared to the previous period

Overall Traffic Icon

496%

Overall Traffic

Overall Search Traffic Icon

198%

Overall Search Traffic

Brand Awareness Traffic Icon

213%

Brand Awareness Traffic

Height of Season Difference

August 2019 to November 2019 compared to
August 2017 to November 2017

Overall Traffic Icon

200%

Overall Traffic

Overall Sales Icon

477%

Overall Sales

Impact at a glance

August 2017 to February 2020 compared to the previous period

Overall Traffic Icon

496%

Overall Traffic

Overall Search Traffic Icon

198%

Overall Search Traffic

Brand Awareness Traffic Icon

213%

Brand Awareness Traffic

Height of Season Difference

August 2019 to November 2019 compared to
August 2017 to November 2017

Overall Traffic Icon

200%

Overall Traffic

Overall Sales Icon

477%

Overall Sales

Gary Huggins is Managing Director at Boston Bulbs, a UK-based national flower bulb retailer supplying businesses and individuals.

Gary says, “We’ve enjoyed significant growth over the last 30 years, predominantly in the B2B market selling to wholesalers and other businesses. However, we knew there was untapped potential in the B2C market and wanted to increase direct sales to consumers.”

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Gary knew that to replicate their success in the B2B market, they needed expert help.

“It was important we worked with an internet marketing agency we felt we could trust, so we spoke with a few, including DBS,” says Gary. “We liked the way DBS did things and following several meetings with them, commissioned them to make some small changes to our website. Straightaway we saw an increase in sales and knew they were the right

back-lawnjpg_148898719330193

sales and knew they were the right agency to help us grow our business through digital marketing.”

Quote-02

DBS developed the digital strategy and delivered the activity to strengthen Boston Bulbs’ presence in the B2C arena and drive revenue.

Gary says, “DBS took the time to get to know the business inside out, understand our objectives, learn about our customers and listen to our industry experience to get an insight into the marketplace. In a short space of time, sales increased by over 450%, and we quickly established ourselves as market leaders. We’ve been so impressed with DBS that we’re now working with them longer term.”

The digital strategy took a multi-pronged approach to increase Boston Bulbs’ profile and grow sales by putting
the business in front of potential customers when they were ready to buy and making the purchase a
hassle-free experience.

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Gary Huggins is Managing Director at Boston Bulbs, a UK-based national flower bulb retailer supplying businesses and individuals.

Gary says, “We’ve enjoyed significant growth over the last 30 years, predominantly in the B2B market selling to wholesalers and other businesses. However, we knew there was untapped potential in the B2C market and wanted to increase direct sales to consumers.”

Quote-01

Gary knew that to replicate their success in the B2B market, they needed expert help.

“It was important we worked with an internet marketing agency we felt we could trust, so we spoke with a few, including DBS,” says Gary. “We liked the way DBS did things and following several meetings with them, commissioned them to make some small changes to our website. Straightaway we saw an increase in sales and knew they were the right sales and knew they were the right agency to help us grow our business through digital marketing.”

Quote-02

DBS developed the digital strategy and delivered the activity to strengthen Boston Bulbs’ presence in the B2C arena and drive revenue.

Gary says, “DBS took the time to get to know the business inside out, understand our objectives, learn about our customers and listen to our industry experience to get an insight into the marketplace. In a short space of time, sales increased by over 450%, and we quickly established ourselves as market leaders. We’ve been so impressed with DBS that we’re now working with them longer term.”

The digital strategy took a multi-pronged approach to increase Boston Bulbs’ profile and grow sales by putting the business in front of potential customers when they were ready to buy and making the purchase a hassle-free experience.

back-lawnjpg_148898719330193
mixed-flower-bulbsjpg_153354748926397
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DBS focused on the website as a priority since the bulk of the strategy relied on a site that performed properly and provided a hassle-free experience. The team conducted a technical site audit and assessed the user experience. They uncovered and resolved several barriers that stopped Google ranking the site and errors that were preventing sales.

As a result, sales conversion rates increased from 1.7% to 6.4% - much higher than the [1.8%] UK average.

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SEO was a key part of the strategy to improve organic Google rankings. Every page was optimised: from keyword research to rewriting and adding new metadata and creating optimised content such as blog posts.

Over a 3-month period, website visits increased from 703 to 3422.

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DBS ran multiple highly targeted PPC advertising campaigns tailored to buying patterns and time of year.
The strategy allowed Boston Bulbs to maximise seasonal sales opportunities and modify their marketing spend in line with stock levels. Increasing the budget when they had large volumes of bulbs available and reducing it as stock dwindled meant they could move stock quickly and maximise profit.

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By understanding Boston Bulbs’ customers, DBS were able to create regular customer-focused blogs and social media content (including advertising) which shared knowledge, gave advice, and ultimately built trust in the brand.