Zeina Foods is a family-run nuts, seeds and dried fruits company, based in Yorkshire for over 30 years. They approached us looking for help with a marketing strategy, with a particular focus on selling more Zeina products online via their Amazon shop.
We carried out a comprehensive competitor review and market analysis to gain a more thorough understanding of customers, and to establish purchasing behaviour. As a result, we identified key audiences and two main focus areas for increasing online sales via Amazon – a unified brand and strategic use of digital channels.
Firstly, we amalgamated two previously separate Zeina brands and websites into one: zeinafoods.com. This led to us creating a new design style that reflected the personality of the brand and a fully responsive new site with an online “window shop”, which directed customers to making their purchases on Amazon.
We also developed a social media strategy to support the new website, assisting in increasing brand recognition and growing the target audience. The content delivered was informative and engaging, with a mixture of fun facts, recipes and competitions, without too strong a sales message.
This rich content, supported with an advertising budget, saw a 463% increase of followers on Twitter and 1,043% increase in total fans on Facebook in the first 3 months of activity. In addition, 30% of all traffic to the website was coming from social channels.
Zeina were and continue to be very happy with the new website, regularly receiving positive feedback on the new site. Traffic to the website and Amazon sales continue to increase since the launch of the new site.
We look forward to continuing to work with Zeina, working together to grow the brand and increase sales.