Men’s Biz
A Better Life Through Better Grooming.
Role: Content Manager (Contract)
What I did:
Copywriting
Social Media Management (Facebook & Instagram)
SEO Blog Articles
Email Marketing Campaigns (Mailchimp)
Tone of Voice Development & Guide
Content Marketing strategy
Content Creation (Product Photography, Adobe Creative Suite)
Event Management for in-store retail activations
Since 2006, Men’s Biz have stocked the very best in men’s grooming. With a diverse range spanning skincare, shaving, hair care, fragrances and more, the business has two components: an e-commerce online store and traditional barbershops located around Melbourne, Sydney and Canberra.
The Project:
In 2019, Men’s Biz embarked on a complete rebrand, including refreshing their website with a new design. Contracted as their Content Manager, my main responsibility was to build a content and marketing strategy for early 2020 after their new website launched, which would be then executed by a junior marketing assistant.
This strategy included tone of voice development, social media best practices, SEO optimisation through to regular blog content and more. I also managed all content and marketing initiatives including email marketing campaigns, social media management (Instagram and Facebook), creative campaign development, photoshoots, product launches, retail activations and blog articles to name a few.
Tone of Voice Development:
Previously, Men’s Biz lacked a formal tone guide that provided direction for their messaging and communication to their customers. To address this, I created their tone guide. It identified important components such as key content pillars (knowledgeable, authoritative yet approachable), technical terms that they should say or avoid, as well how each content format (articles, email marketing campaigns, social media, product descriptions) should be styled and executed.
Result: Tone of voice guide ensured branding and messaging was consistent across all of their content and marketing initiatives, establishing a clear brand identity for the business.
Email Marketing Campaigns:
Using Mailchimp, EDM’s played an important role in the marketing strategy as the business had a large subscriber base. Aside from educating customers about new product launches, I aimed to increase their overall open rate and clickthrough rate.
I created emails that placed a little more emphasis on engaging design through Canva and Adobe Photoshop, while still teaching customers about the importance of a grooming routine through succinct copy. A/B testing was also implemented - either through different subject lines or different day/times.
Result:
Regular A/B testing gave the team a much clearer idea of what kind of messaging the EDM’s should adopt for optimal results
Average open rate for emails grew to approximately 22.4%
Average clickthrough rate (CTR) grew to approximately 2.63%
Social Media Management:
Previously, social media was done ad-hoc. Using digital tools like Planoly and Plann, I created and scheduled content in advance to produce a curated feed that conveyed Men’s Biz’ timeless aesthetic.
As the business provided different services and Instagram doesn’t include multiple links, apps like Milkshake were used to get around this. To convey the international image of Men’s Biz, I also created the #MensBizTravels series which included posts and video tutorials purposed to educate men on how easy it is to maintain a simple grooming routine while overseas.
Result:
Scheduled content meant social media management was automated
Micro/macro hashtags increased overall reach and engagement
#MensBizTravels series created an international image for Men’s Biz, which complemented their customer base as many were frequent travellers
Facebook account amassed 4,502 likes to date
Instagram account amassed 3,397 followers to date
Creative Campaign Development: Gifts for Him - Christmas 2019
For their annual Christmas campaign, Men’s Biz wanted to create a “Gifts for Him” gift guide to assist customers with their Christmas shopping. I worked across all of the stages from selecting products, messaging, as well as shooting and editing the campaign photos.
Result:
The Christmas guide successfully aided customers in selecting products that worked to their budgets. This reduced the number of customer enquiries for it, as the team was able to forward them to their gift guides.
Content Strategy & SEO Blog Articles:
Firstly, I did an audit with Google Analytics to understand how their current content was performing. Then using Google Keyword Planner, I compiled a list of high performing keywords to help optimise the website’s SEO. This resulted in a series of ‘Best Of’ articles that not only educated readers about men’s grooming, but also helped to increase their Page Authority and Domain Authority so the website ranks higher in relevant Google Search Results.
Click on the images below to read the articles.
Result: Increased traffic to their site and increased sessions spent on website (via Google Analytics). Educated and up-selled the products to customers.
Retail Activations & Event Management:
With stores based all over Australia, retail activations were created to increase in-store foot traffic and sales. As an example, I organised their Canberra and Melbourne store activations called Perfect Pairings. Alcoholic beverages were paired with fragrances to indulge the senses. It also gave an opportunity for staff to engage with customers and educate them on the business’ offerings. I worked across all stages of event management from concept planning, communicating to stakeholders to products pairings.
Result:
Increased sales on classic and popular fragrances, some exclusive to Men’s Biz
Increased foot traffic and curiosity about Men’s Biz
Established their presence in shopping centres as the go-to store for men’s grooming
Results & Outcome:
Email Marketing: Average open rate for emails grew to approximately 22.4%, and average clickthrough rate (CTR) grew to approximately 2.63%
Social Media: Instagram account amassed 3,397 followers to date, and Facebook account amassed 4,502 likes to date
Increased traffic to the website by addressing all content touch points that engaged with customers, from blog articles to social media
Optimised their SEO to increase Domain Authority and Page Authority for Google Search