London, United Kingdom
+44 20 7173 5441

Moncharm Wine Traders

A Team Of Oenophiles Dedicated To Investing In High Quality Wine, With High Quality Service.

 

Moncharm Wine Traders was founded in 2010 as a bespoke fine wine merchant with the aim to connect both wine collectors and investors to the most sought after brands and vintages in the wine world.

Country
UK
Client
Moncharm Ltd.
Budget
£1,000 - £4,000 p/m
The Challenge

We were tasked with building a Lead Generation Funnel for Moncharm.

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At the point at which they became a client of ours, Moncharm Wine Traders has recently worked with another agency to develop their company website and a new brand design. Their focus shifted to bringing on new clients through lead generation funnels.

The leads had to be high quality. We had to ensure that they were not only interested in investing in wine. But that they had the budget to do so.

They wanted to take this new brand and create multiple lead generation funnels so that they wouldn't have to keep buying leads. This was not only time consuming and cost-ineffective, but also a GDPR risk as well.

The Roadmap

Here's how we organised and executed the project

1. First Consultation
Discovery meeting to learn more about the business and establish the goals and objectives the business owners have for digital marketing.
2. Team Planning & Digital Strategy
The GD Canvas team planned and designed a digital strategy that would meet the clients expectations and hit goals.
3. Proposal & Contract Agreed
After planning the digital strategy, we drafted a proposal for the client that would outline our strategy workflow, milestones for implementation, frequency of reporting, costs, etc. We also drew up a contract for the client. Once all agreed to, we began our work.
4. Further Research & Client Survey
We create a survey for our clients to fill out. This gives us enough information about the business for us to begin writing content. This not only allows us to get more information on the company and the industry, but it allows us to get all the information we need so that we can crack on without interrupting the client.

Keyword & Competitor Research was also done as well as us establishing the target audience.
5. Design & Creation Of Lead Magnet (Images Below)
We designed and created a Fine Wine Investment Guide that would motivate visitors to the landing page to fill out their details. The guide was to serve as a comprehensive introduction to Moncharm Wine Traders, the wine market, and why you should invest in wine. Featured with charts and graphs on the wine market.
6. Creation Of Landing Pages
We designed and created 5 Landing Pages using Keyword Research done earlier. 3 of which we used.

Each landing page showcased different benefits of investing in the wine market. One was focused on Returns, another Security/Diversification and the last one on Wine Storage & Insurance.

This was to establish the primary selling point Moncharm Wine Traders could use to attract more leads.
7. Email Marketing Setup
The GD Canvas team created a welcome email that was sent to clients that filled out the contact form on the landing page. This was done using Mailchimp.

As well as this, we created 5 emails that ranged in topics around the wine market . This would be used as weekly news letters that would keep anyone who signed up engaged and interested in the wine market. This is called warming up leads.
8. Google Analytics Set Up / Hotjar Behaviour Analytics
Google analytics was set up in order to collect and collate datat that the landing pages received once the campaign was live. This ensured that we could monitor user behaviour and see where improvements could be made. We also installed a website heatmap and behaviour analytics tool called 'Hotjar' this would give us heatmaps and live recordings of users using the site. Allowing us to pinpoint the exact content and areas of the landing page that they engaged with the most.
9. Google Ads Setup
Google Ads was setup in order to run the PPC campaign. Using the research that we had done before, we set up the ads to reach our target audience as closely as possible. This was to further ensure that we could best qualify the leads coming through. As well as utilising the budget effectively.
10. SEO Optimisation
The GD Canvas Web Developers worked relentlessly through the landing pages. Cross examining them to maximise the page speed, meta tags / title tags, alt text. Also designing it to be mobile friendly and easy to navigate.
11. Testing Campaign & Optimisation
We tested the campaign repeatedly, trying to fix any loop holes and run it as smoothly as possible. We followed the customer journey through the site as well as testing the sign up form and ensuring we received the emails correctly.
12. Campaign Launch
The campaign was launched on time and worked a charm.
13. Data Collection, Conversion Rate Optimisation & Reporting.
Now that the campaign was up. We had to continue to optimise it, ensuring that it was not impacted by the influx of traffic to the pages. We kept the pages quick and easy to use. Ensuring that we could maximise conversions. We also monitored and adjusted our Google Ads set up to best maximise the Return On Ad Spend (ROAS).

The client was updated on a weekly basis by email with how the campaign progressed. A monthly video call was scheduled with the client for in depth reporting.
GD Canvas client Moncharm Wine Traders Logo.
1. First Consultation
2. Team Planning & Digital Strategy
3. Proposal & Contract Agreed
4. Further Research & Client Survey
5. Design & Creation Of Lead Magnet
6. Creation Of Landing Pages
7. Email Marketing Set Up
8. Google Analytics Set Up / Hotjar Behaviour Analytics
9. Google Ads Setup
10. SEO Optimisation
11. Testing Campaign & Optimisation
12. Campaign Launch
13. Data Collection, Conversion Rate Optimisation & Reporting.
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Here's a few images from the wine investment guide.

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