Revitalizing Unsolicited Plant Talks
“We have had a wonderful time with Milyon as our marketing team.”
Meet The Client
Unsolicited Plant Talks (UPT) emerged in 2019 as a passionate purveyor of Aroids and Hoyas. Founded in Yucaipa, CA by April Mall, UPT quickly became a haven for enthusiasts seeking both beginner-friendly plants and collector-grade houseplants.
Specializing in high-quality Hoyas and Aroids, UPT boasted a diverse inventory of over 10,000 plants. The brand targeted plant hobbyists across various skill levels, aiming to share their love for botany through detailed care guides and premium offerings. Despite a passionate customer base and a wide-ranging product line, UPT encountered significant challenges after 2020. These included a steep drop in plant market prices, reduced organic visibility online, and stagnating engagement across social platforms.
Challenges
Plant sellers thrived during COVID lockdowns, but the post-pandemic economic shift saw a severe decline in UPT's profitability and market engagement. Their once-flourishing online presence dwindled, leading to reduced sales and customer interaction—a concerning trend that threatened the business's sustainability and growth.Objectives
To counter these challenges, UPT partnered with Milyon Digital with the goal of:
- Increasing organic traffic from search engines and social media.
- Enhancing customer engagement and boosting overall sales figures.
Strategies Implemented
Video Recycling: Milyon initiated a content strategy focused on high-quality, educational videos about care and maintenance of Hoyas and other tropical plants, which was distributed across multiple digital platforms.
Product Page Enrichment: Each product page was enhanced with species-specific care guides and strategically chosen keywords to boost SEO performance and user engagement.
Event Coverage: To strengthen community ties and boost brand visibility, Milyon handled the promotion and coverage of various plant-related events.
Social Media Revamp: A revamped Unsolicited Plant Talks social media strategy was employed, focusing on regular updates featuring care guides, event announcements, and community interactions to foster engagement and growth.
Results
The strategies implemented produced remarkable outcomes by the end of Q3 2023:
- Sales exceeded the target by 32%, reversing the previous downward trend.
- UPT saw a 10% increase in new customers.
- There was a marked improvement in social traffic, with higher user engagement across platforms.
- Operational expansions were made possible, including new hires and enhanced shipping processes.
UNSOLICITED PLANT TALKS
“Professional and direct communication has been routine, and we have had great results. Our business was beginning to downtrend in numerous categories, and we have since seen growth with their marketing strategies. Highly recommend. ”
Conclusion
The strategic interventions by Milyon Digital not only revitalized Unsolicited Plant Talks' digital presence but also significantly boosted their sales and market engagement. This case study exemplifies how tailored digital marketing strategies can effectively address industry-specific challenges and lead to sustainable business growth.
