We shifted our marketing not only on the social media platforms but also on the website.
Now I was going to provide as much information as possible and place the company among the references in the industry. Our suppliers were going to start using our infographics and website pretty soon.
To make better use of the ads money, I’ve improved the entire website for better product landing pages, about us, and descriptions and made their entire catalog.
In the beginning, I was alone in the design/marketing process, so I did

UX Research:

Our biggest touchpoint with the client was the catalog. I was focusing so much on providing value to the product that I forgot who was buying it.

We were not selling to company owners, we were selling to buyers who most of the time didn’t know anything about the product or what made it better than the others.

That’s why I started the design for the catalog, making a better user experience to be easy to read and understand and increase the quality perception of the product catalog.

There wasn’t any information translated yet, just industry studies and complex PDFs, so I put on my nerd hat and got to work. Not only translating the language itself but also the complex terms so anyone could understand.

We had a good number of collaborators, so I was able to test with them at first and then gather feedback from the sales team.

The catalog did great by looking at our KPIs, the user retention grew exponentially and the catalog downloads went up. Also, suppliers were starting to copy our strategies and asking for graphic assets. There was something else that needed to be done.

Repositioning:

At the time we weren’t able to produce the products by ourselves, and our suppliers got the price advantage. I took a step forward and was responsible to outsource our production and start the company journey from reseller to producer.

Here the design took its place by helping me provide all of the information needed at our website and redesign the product images. We needed presentation videos, motion design, and new social media communication to get an entirely new product at the market and place it among the best ones.

UX Writing/Blogs:

Ads generate good traffic, but what can be better than organic results?
I started writing our blog posts with a different twist that they weren’t simple posts. It was made with very complex case studies and infographics to teach our clients more about the products.

This worked not only as a lead generator but also as a database for our sales to redirect users there when they were in doubt.

The results with the blog went great, even better than expected. It was on the first page of Google and generated hundreds of thousands of new users on the website.