Sydney Wardrobes Strategy

Date in Market (Month & Year)

August 2018

Project/Campaign Objective(s)

Sydney Wardrobes operates in a dynamic environment, targeting a clientele that values quality built-in wardrobes and personalised solutions. 

The campaign focused on:  

• Leveraging blog posts and social media content to build brand visibility and showcase Sydney Wardrobe’s expertise as a premium provider of custom built-in-wardrobes in a competitive Sydney market.
• Establishing Sydney Wardrobes as a leader in custom built-in-wardrobe solutions by engaging with the target audience seeking functional and stylish storage options.
• Driving traffic to the client’s website and increasing lead generation through informative content that addresses common customer needs as well as highlight the brand’s unique value propositions

Strategy

Through a blend of informative SEO driven blog posts and visually engaging social media content, the goal was to highlight the advantages of Sydney Wardrobe’s custom wardrobe products over mass-market alternatives.

Our approach included: 

• On-Page SEO: By optimising existing content, refining target keywords and implementing technical enhancements, the strategy ensured the website was optimised for improved search engine visibility. 
• Content Marketing: Informative SEO driven blogs and dedicated landing pages were created to highlight Sydney Wardrobes’ expertise in tailoring storage solutions to fit unique spaces.
• Link Building: High-quality backlinks were strategically acquired to drive referral traffic. 

Also, using geographically relevant hashtags like #wardrobessydney and promoting services such as #freemeasureandquote, aimed to connect with a local audience, boost brand visibility and drive traffic to the website. The campaign’s ultimate goal was to convert this engagement into qualified leads and enquiries. 

Target Audience

The target audience was homeowners in Sydney looking to optimise their home storage and design, including: 

• Homeowners aged 30-55 – either renovating, building or looking to improve their living spaces through functional storage solutions 
• Young families aged 30-45 – interested in custom wardrobes and storage solutions for toys, clothes and other household items 
• Property investors – looking to add value to their properties with high-quality wardrobes to make their properties more attractive for sale or rental 

Execution

Our process for executing the Sydney Wardrobes campaign was structured to maximise consistency and efficiency:    

• Content Planning: We developed a monthly content calendar, creating a weekly social media post and one blog per month. The content emphasised the benefits of custom-built wardrobes over mass produced alternatives by leveraging messaging around space optimisation and superior quality. 
• Asset Collection: The client provided a bank of high-quality photos uploaded to SharePoint for centralised access and collaboration. This approach allowed for organised access to visual content. 
• Content Creation:  The social media posts incorporated some graphic design elements such as text overlays and branding elements to maintain a cohesive visual identity.  Location specific hashtags like #wardrobessydney were instruments in targeting local audiences searching for customised wardrobe solutions. 
  For blogs, we performed SEO keyword research using SEMrush to identify high-traffic terms relevant to custom wardrobes in Sydney. We created informative blogs on topics that incorporated these keywords for better search engine visibility and higher audience engagement.  
• Client Collaboration: Drafts were shared with the client for approval before publication to ensure the content aligned with their brand voice and messaging. 
• Scheduling & Publishing: Social media content was scheduled weekly with posting optimised for peak engagement times. 
• Monitoring: Audience comments and interactions were actively monitored and insights were used to adjust future content. 

Results and outcomes of Project/Campaign 

The Sydney Wardrobes campaign has delivered targeted and consistent results. Since partnering with the client in January 2018, we have consistently grown Sydney Wardrobes’ online presence and search performance, demonstrating sustained improvements year after year.  

The following highlights key outcomes with a focus on progress made over the last year: 

• Keyword Growth: Total keywords ranking in search results surged by 683%, growing from 170 to 1331 by December 2024. This expansive growth highlights a long term and well-structured SEO strategy. 
• Top Rankings: Keywords ranking in the top 3 positions tripled during our management, increasing from 13 to 46. This recent campaign further solidified dominance for high value, conversion focused search terms. 
• Improvement across all ranges: Rankings improved across all keyword brackets, especially in the 21-50 and 51-100 ranges. This broader visibility indicates a deeper reach and engagement with potential customers at various stages of the buying journey. 
• SERP features: The addition of 180 keywords in SERP features (like featured snippets and knowledge panels) shows a forward thinking SEO approach that adapts to evolving search trends. 
• Distribution shifts: In 2018, the majority of keywords ranked in the 51-100 range but by 2024, there was a noticeable shift toward higher ranking positions. More keywords now rank in the 11-20 and 4-10 ranges, signifying the campaign’s success in climbing the search rankings and cementing Sydney Wardrobes’ competitive edge.