274 | Focusing on SEO led to over 600% growth in website visitors with Ashley Jankowski | The Typeset Co
When we allocate our time, money, energy and effort in specific areas of our business, we are guaranteed to see growth. For 2022, Ashley Jankowski of the Typeset Co chose to invest in and focus their marketing efforts on SEO and the results have paid off. They’ve seen over 600% more visitors to their website and their email subscribers have grown.
In this episode we’re talking about how The Typeset Co markets their products including why she’s investing in video, stop-motion video, SEO and copywriting support. We talk at length about why Ashley prioritized SEO for the business in 2022, what the process has been like, changes she made on her blog and to her product listing, plus she shares current results and next steps in their plans.
If you haven’t listened to Part 1 of this 2-part series with Ashley, I encourage you to go back and listen to episode 273. In part 1 we talked about how she found her overseas manufacturing partners, what that process was like and lessons she’s learned along the way. We also talked about how she has strategically expanded into new product categories.
Today’s episode is brought to you by our Email Marketing For Product Makers guide which will help you map out a year’s worth of marketing emails in under an hour. If you’ve ever struggled with what to say or how many emails to send to either your wholesale or Direct to Consumer customers, then this tool is for you.
Marketing for Product-Based Businesses
There are so many opportunities to market a product-based business, but the key is consistency and creative messaging. Ashley has been very intentional, creative, and thoughtful in how she’s marketing her products for The Typeset Co in a way that tells a story. Through her background in branding and marketing, Ashley has honed in on creating video content and creative captions to better market her products.
Despite her disdain for being in front of the camera, Ashley has found a way to incorporate video into marketing for The Typeset Co by bringing on a stop motion artist and a team of videographers to help her. With her video team, she creates 5-6 videos per year with them to use throughout the year. With the stop motion artist, Ashley works with them on 3 videos each quarter and finds ways to repurpose those videos throughout the year. When she’s not working with those team members, she does utilize her own skillset to create content as needed.
SEO for E-Commerce
In addition to creating fun marketing videos and content, she has put a large focus on Search Engine Optimization (SEO) by working with Jessica Freeman, who did an SEO training inside of Proof to Product Labs. She had Jessica do an SEO audit of her website, because despite blogging since 2020, she hadn’t been optimizing any of it. Through this audit, they found that there were pieces of content they could be ranking higher in, but also a lot of opportunity to create content for keywords people were searching that they weren’t ranking for yet.
After the audit, Ashley brought Jessica on to help support her SEO for e-commerce efforts. Through monthly calls with reviewing blog post ideas, keywords, and metadata, Jessica is helping support Ashley and her team. With that support, the team at The Typeset Co has started writing SEO-friendly blog posts, updated and optimized past blog posts, and implemented their SEO for e-commerce strategy.
Results of Efforts: SEO for E-Commerce
After prioritizing her SEO efforts, Ashley and her team have seen a 600% increase in website visitors! To put this data point into real numbers, in October of 2021 they saw 1,100 visitors for the month. Just one year later, they were seeing 11,000 visitors before the month was even over. When it comes to keywords, The Typeset Co was ranking for 160 keywords in October 2021, but now they’re ranking for over 8,000.
While the strategies and efforts that Ashley has implemented in SEO for product-based businesses have worked, traffic doesn’t immediately generate more sales. It gives you the opportunity to convert more people, but you also have to have conversion funnels set up that will lead to those sales. Naturally, when your traffic and audience increases, your conversions will decrease.
To combat this, Ashley has build opt-ins to have visitors join her email list, which drops them into a sequence to help improve conversions and purchases. Additionally, she’s working on improving her CTA’s throughout her website and even redesigning certain aspects of the website based on the data she’s gathered in the last year. Those adjustments, alongside incorporating some retargeting and remarketing ads will help with her overall marketing strategies.
Ashley’s Experience-Based Advice
Now that Ashley has built a business and earned some experience for herself, one lesson that she wishes she’d learned sooner was to bring on a team sooner. She’s never been good at outsourcing or delegating, which held her back from hiring in the past, but now that she understands the power and process of it, she wishes she had done it sooner.
Her advice to anyone who is hiring is to create Standard Operating Procedures (SOPs) for every process you have in your business. This has led to her being able to trust that her team can take care of things when she’s out of office! Training your team members gives them to power to be successful as an employee in your business. She’s even created a motto in her business, “There are no alphabet magnet emergencies.”
Today’s episode is brought to you by LABS, our 12-month group coaching program that was built for product based business owners who want to streamline their systems and revenue. We'll be opening up the doors again at the end of the year and everyone on our waitlist will get early access to secure your seat.
The SEO for Product Based Businesses training replay mentioned in today’s episode with Jessica Freeman is available for LABS members. You can find it in our Resources & Tools section within the LABS community.
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MEET ASHLEY
Ashley Jankowski is the owner and founder of The Type Set Co. and has pioneered the re-imagination of colorful alphabet magnets for the modern family home. She's spent her career in design, photography, branding, and packaging and has been influenced by generations of family entrepreneurs to love the entrepreneurial life. The Type Set Co. is the culmination of a lifetime of passions, experiences, and influences, including a love for good design and word play. When she's not working to bring fun and whimsy to homes around the country and world, you can find her at home in Georgia on her 11-acre lakefront compound with her family and a menagerie of crazy critters. On a nice day, you might see her out in the garden or enjoying the lake life on her family's sailboat.
CONNECT WITH ASHLEY
WEBSITE: thetypesetco.com | INSTAGRAM: @thetypesetco | FACEBOOK: facebook.com/thetypesetco | PINTEREST: thetypesetco
Connect with Katie Hunt
Katie Hunt is a business strategist, podcaster, mentor and mama to four. She helps product based businesses build profitable, sustainable companies through her conferences, courses and coaching programs.
Website: prooftoproduct.com | Instagram: @prooftoproduct
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