Pulseroll Full Stack Marketing
Client
Pulseroll
Fitness Industry
Deliverables
To provide Pulseroll with a full stack marketing service, inclusive of SEO, Paid Ads Management, Social Media Management, and Email & SMS marketing.
Client Biography
Pulseroll are one of the original designers, manufacturers and suppliers of vibrating massage guns and rollers to aid recovery. Pulseroll’s mission is to help build a happier, healthier society. Their product caters for elite athletes pushing for Olympic gold to weekend warriors who just want to improve overall wellness. Pulseroll’s main ambassador and investor is two time World Heavyweight Champion Boxer, Anthony Joshua. Other Pulseroll partners include Leicester Tigers, England Rugby, Sale Sharks, British Gymnastics, UAE Cycling, Rose Ladies Golf Series, Mia Baker and British Rowing.
Summary
Social90 has provided paid ads management and content optimisation services for Pulsroll, an e-commerce company, starting in October 2022. In the first month of working with Social90, Pulsroll spent £10,000 less than the previous year and saw a 192% return on ad spend (ROAS) with £53,394.73 in ads revenue. Social90 also improved key performance indicators such as website session duration, ad placement, and conversions. On Instagram, Social90 grew Pulsroll's following to 41.8k, increased account engagement by 68%, and improved content and post interactions by 24.5% and 145%, respectively. Social90 also helped Pulseroll rank above Men's Health for informational terms in the industry and achieve a page 1 ranking for commercial term "Gym Recovery Equipment." Finally, we oversaw web development for Pulsroll's Black Friday promotions and increased organic traffic to an all-time high.
Paid Advertising
We started our paid ads management services for Pulsroll on the 6th October 2022. The initial goal was to focus on growth during the busiest quarter with the looming Black Friday sales
During this quarter we spent over £10,000 less than the previous year, and achieved £53,394.73 in ads revenue, giving us an overall ROAS of 192% after only working on the account for approx one month. When we look at how effective our paid ads have been over this period, we take website analytics into account such as e-commerce conversion rate, which was 41% higher than the the previous year.
Some KPI’s that we focused on in this period:
The duration of time a user spent on the website after clicking on one of our ads increased by 29.08%.
The percentage of times our ads were placed in the first position increased by 53.35%.
This all culminated in 380 direct conversions and an additional 222 conversions that paid ads had the majority of touch points ending in conversion through the ads which is an increase of 31.22%.
Following Christmas, we adjusted our focus slightly to drive a higher ROAS. The aim was to consistently achieve between 250% - 300% return on ad spend, and then look to expand the campaigns we believe have the opportunity to achieve an even higher return on ad spend. From 14th - 20th December we achieved a 300% return on ad spend. From the 26th December - 31st December, we achieved a return on ad spend of 539% with December 30th being our best day, coming in at 826% ROAS.
In order to achieve this level of performance during the most competitive and challenging period of the month, we used a combination of specific remarketing audiences, engaging seasonal ad text and a relentless approach to the keywords and products we pushed.
This strategy gave us a solid foundation to incrementally increase budgets without hindering the overall return on ad spend. It’s a strategy that takes hour by hour adjustments and decisive action in order to create a snowball effect, day by day, leaving Pulseroll in a very strong position to solidify its place as the percussive massage therapy solution for all new, returning and avid fitness enthusiast.
Customer Findings:
57% of all conversions were completed by females.
The highest number of conversions came from the age group 45-54 with 29% of the conversions. Closely followed by 25-34 with 23% of the conversions.
The days with the most conversions are Monday, Friday and Saturday all gaining between 60-65 conversions each.
The highest converting hours of the day are between 7pm - 8pm and 9am - 10am.
A massive 12.5% of all visitors have been returning customers.
826% ROAS achieved.
Social Media Management
Pulseroll have a great network and ambassadors pumping out regular content for them; and are in the brilliant position to have lots of customer generated content sent into them on a daily basis. Our job was to collate all of this content from partners, ambassadors and customers to then position and release it to the Pulseroll following.
We do this by ensuring that all content is scheduled ahead of time, only releasing the best content possible that has been fully optimised by our in-house team. Along with this, all content is given an engaging caption that has been specifically researched for each post. All of our copywriting that accompanies content is designed to offer free value to the viewer in terms of education, or get them to engage with the post. Finally, our team ensure that all comments and messages are responded to which helps with building the loyal Pulseroll community and ensuring that they stay following.
Key Metrics (October - Current):
Instagram account grown to 41.8K followers.
Accounts engaged up 68%.
Content interactions up 24.5%.
Post Interactions up 145%
Email button taps ups 83.3%.
With the combined SEO and Paid Ads strategy, the Pulseroll Instagram has grown exponentially in a very short amount of time. We look forward to a busy Q1 on the socials with Pulseroll and continuing to watch them to grow!
Search Engine Optimisation
At Social90, we have a proven track record of driving impressive SEO results. For instance, we were able to get 9/11 blog posts onto the first page of Google within a single month of posting them. This showcases the effectiveness of our SEO strategies and the dedication of our team at Social90.
One of our biggest triumphs was securing a ranking position above Men's Health for informational terms within Pulseroll's industry. This accomplishment solidifies Pulseroll's position as a thought leader and a reliable source of information in their field.
In just a few short days, we were able to rewrite Pulseroll's pillar pages and achieve a page 1 ranking for the commercial term "Gym Recovery Equipment." Furthermore, Pulseroll rose to position 1 above their key competitors for their branded keywords.
In addition to these SEO victories, we also successfully completed all web development for Pulseroll's Black Friday promotions, resulting in an exceptional conversion rate during the November and December shopping season. Under our supervision, Pulseroll experienced an all-time high in organic traffic, and we expect this trend to continue once Google recrawls the site following major changes made in Q4 2023.
Matt Watkinson - CMO
“Social90 were very quickly to learn everything about Pulseroll as a brand, the team consistently over-deliver, always putting in the extra hours and going the extra mile without us having to ask.
They have had a positive impact on the business’s performance in a very short amount of time. One of my favourite things about working with Social90 is that their suggestions are always backed by data, this is really helpful when having to make critical decisions.
You can tell the team at S90 have a genuine desire to help and see Pulseroll as a business succeed. We are really excited to see how far S90 can take us as a company.”
“The team at Social90 consistently deliver.”
Paul McCabe - Founder
“We have worked with S90 for only 3 months but within a few weeks I could tell that S90 were different than most agencies we have ever worked with.
Their eagerness & hunger to support has been very refreshing, as a business owner the fact that S90 feel like an extension of our internal team speaks volumes of how much we already value their support.
To find an agency that wants to save you money but also make you money at the same time is rare, I can’t speak highly enough about Luis & his brilliant team.”
