LiQuid (onepoundeliquid.com) offer the highest quality, UK manufactured, most cost effective e-liquids on the market. The business was the first company in the UK to offer £1 e-liquids per 10ml bottle in a range of nicotine strengths and PG/VG ratios that cater for all tastes and vaping preferences. All their e-liquid products are produced in ISO class 5 modular clean rooms, with the finest flavourings and ingredients possible and all products undergo rigorous testing at every stage of the production process to ensure customers receive the best e-liquids on the market.
LiQuid’s underlying goal was to be the leader in the vaping and smoking alternative marketplace, by driving new and existing users back to their website, and consequently increase revenue. As an online only retailer, it was vital that the client sourced a digital marketing strategy that was able to work alongside, and abide by, the limitations imposed by the Government. The client also had a tertiary objective to better educate the public who choose to smoke and/or vape in the surrounding issues and opportunities.
The vaping industry currently comes under the Government Tobacco Laws and as a result many aspects of marketing are therefore strictly prohibited. It was important for our experts to take these laws into consideration when planning the digital strategy for the client. Overall, LiQuid’s website was performing well in both traffic and revenue, but the client understood that in order to stay ahead of the growing competition, they would need to invest more into their digital marketing efforts.
LiQuid are unable to sell on marketplaces or use paid or incentive driven advertising. This meant that the client was relying heavily on appearing in the organic search query results and social media platforms through sharing.
Initially our experts produced a social media and SEO strategy focusing on driving traffic and building brand awareness. It was evident that the site needed both technical and content work from our SEO experts. The blog content required extensive research and tactical presentation in order to acquire brand positioning that showed the client to not only be a source of information, but to also be the authority on the subject – as a retailer, the client didn’t wish to replace the Government or the NHS when it comes to the debate of the health aspects of smoking and vaping, but to provide a reliable source of information.
To help drive revenue, our CRO team then devised a strategy to maximise conversions from customers once they reached the site. It was important that the team made sure that all customers were aged 18+ to adhere to the Tobacco Laws, and that various aspects of the product pages and checkout were tested.
We continued with a cross channel marketing campaign to give consistency to the brand message and ultimately helping to position LiQuid as the ‘go-to’ supplier of products and information surrounding the vaping industry. These campaigns included themes on flavour – how consumers visualise flavour, which combinations they favour (Battle of the Flavours), and rewarding customer loyalty (The LiQuid Legends Club). We increased the number of newsletters that focused on product launches, flavour themes and key dates and segmented by purchase behaviour and interest.