Case Study: DIRECT CBD ONLINE

E-commerce, Branding, and Growth Driven Marketing

  • 8,600%

    8,600%

    monthly organic users increased
  • 2,023%

    2,023%

    monthly revenue increased
  • 3,009%

    3,009%

    transactions increased

Getting the Green 

When you need a commerce-centric website and brand on a lightning-fast deadline, who you gonna call? Well, in the case of Direct CBD Online, the answer was simple: VIEO Design.

While the answer may have been simple for them, the work was anything but — that lightning-fast deadline we mentioned? Yep, that was only a week!

But with a confident strategy, a dedicated team, and a determined, innovative client, anything is possible. And one week later, Direct CBD Online was able to view their initial site and logo design!

This was a very special case, and not a normal service that we offer, because we don’t buy and customize templates — we built custom sites from scratch. But we believe in adaptability, especially when it comes to meeting challenges that help our clients stand out in a noisy marketplace. Direct CBD Online began as a brand-new voice in a booming product category and needed to move fast to keep up with the accelerating pace. Dedicated to meeting their needs, we set aside our normal product offerings and began with a template — which we totally customized to match Direct CBD Online’s branding and goals. Vowing to work up to a custom site design at a later time, we’ve continued to update and change the site into what is essentially a custom-designed website.

So, how did we do it?

The Method

With such a short timeline, we knew the creation strategy would focus on the initial website design and ongoing development and brand creation and strategy, followed by an intensive growth-driven Inbound Marketing Strategy.

Web Design and Development

Although we don't normally do template customization, the site had to be up and running quickly — so we made an exception. We began with the template and focused efforts on e-commerce, affiliate and wholesale programs, and a customer rewards program. All of which were initially set up and integrated or managed by the original template. Once the fledgling site was operational, we reinvested our efforts into a growth-driven design approach that turned into what it is today: a fully custom-design website.

Branding

Starting from scratch, the VIEO team lead the charge to create this completely new brand in an emerging product category. We created the brand, logo design, and content strategy to embrace the simple, straightforward approach to CBD purchasing that Direct CBD Online values.

Over the months, we have worked with Direct CBD Online on a print design strategy, focusing primarily on product package inserts. Additionally, we’ve designed a magazine ad and all-new product packaging.

Growth-Driven Inbound Marketing (B2B & B2C)

Creating a digital strategy from the ground up is always an exciting challenge. The VIEO team created an initial and ongoing digital strategy that grows and expands in response to the data we collect - as our strategies always do!

We wanted to establish Direct CBD Online as a one-stop shop for all things CBD, from education and news to the perfect place to buy a wide variety of highly-vetted, quality CBD products. With the strict regulations around digital advertising for CBD, solid inbound marketing tactics were the way to get this new company on the map.

Ongoing inbound marketing efforts include:

  • Ongoing content strategy and execution, including infographics, blogging, and pillar pages
  • Product and technical SEO strategy
  • Video strategy, including script creation and editing
  • Email marketing, including automation strategy to nurture prospective and existing customers and recover abandoned carts
  • Social media strategy and publishing, including influencer strategy


Digital Advertising

Advertising for CBD products provided a unique challenge due to evolving federal regulations which currently don't allow for social ads or Google Ads. We had no interest in creating sly campaigns that put our client at risk, so we found industry-appropriate websites and platforms for digital advertising.

In the interest of providing the best digital advertising possible for Direct CBD Online, we keep up to date with the current regulations and continue running ads on the most suitable platforms.

Sales Enablement

A beautiful e-commerce platform, well-organized website, and eye-catching branding don’t serve their purpose if they aren’t helping to make sales. We set up customer relationship management with live chat setup, custom messaging for specific pages, and a B2B sales email strategy to communicate with wholesale prospects.

E-commerce

In addition to the ongoing e-commerce conversion optimization on the Direct CBD Online store, we set up, optimized, and continue to maintain Amazon and eBay seller accounts and products. And we set up a wholesale purchasing platform that allows both retail and wholesale customers to purchase their products with ease. These accounts serve to further improve the reach and recognition of the Direct CBD Online brand and meet customers where they are making purchases. We also implemented review, affiliate, and customer rewards programs within the website.

The Results

The Direct CBD Online store continues to grow at an exciting rate.  

 

In the first ten months of operation — after the initial 30-day setup period:

  • Monthly organic users increased 8,600%
  • Monthly organic sessions increased 6,532%
  • Transactions increased 3,009%
  • Monthly revenue increased 2,023%
  • Monthly e-commerce conversion rate improved by 213%

"VIEO is a joy to work with. They have a friendly and very talented staff who most importantly get the job done!"
John Wiesehan III, CEO & Founder Direct CBD Online

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We can start slow, or take on a major search marketing overhaul—whatever is best for you and your brand.

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