Better Living Outdoors

We collaborated with luxury outdoor living retailer Better Living Outdoors to improve their online marketing across PPC and social media. After significantly improving their campaign performance, we continued to work together on future projects.

We developed a bespoke CRM system, providing an all-in-one solution to manage leads, sales, stock, and more. To complement this, we also created a new website focused on user experience (UX), ensuring a seamless process for customers.

As the brand evolved, they expanded into other wellness products such as saunas and chill tubs, so we strategically used Google Ads to promote their broader product range. This approach targets customers who are more interested in general wellbeing, allowing BLO to showcase their full range.

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Streamlined Product Pages

The product pages provide a comprehensive overview of each item, allowing users to explore as much or as little information as they want. Multiple sections on each page feature detailed product specifications, installation videos, and other informative content.

Products are organised into various ranges, integrated into the website’s filtering system to help users find their ideal product. The ranges section highlights key information such as starting prices, features, and installation information, facilitating an easy browsing experience without the frustration.

Local Targeting and Retargeting Strategies

We implemented location-specific Search campaigns to target individuals actively searching in areas where they have local Better Living Outdoors showrooms. This allowed for more efficient bidding compared to a blanket nationwide campaign, as well as implementing tailored ad copy for each area. Having different campaigns for each location allowed us to accurately measure brand awareness, monitor competitor activity, and identify which areas generate the most leads.

We also used Display Ads to retarget users who visited specific pages but who had not enquired or purchased. These ads feature engaging imagery and clear Calls To Action to encourage users to visit the showroom, call the sales team, or make an online purchase. To promote a broader range of products, we also tested various generic headlines and descriptions across the ads with the aim of attracting individuals interested in general wellness.

Additionally, we manage Better Living Outdoors' organic social content and run PPC social ads on Facebook and Instagram. Our team continuously tests new content and data-driven audiences, using image-driven carousel ads and engaging video content to drive leads, inquiries, and sales.

A Bespoke CRM

One of the key improvements we made for Better Living Outdoors was the development of a fully bespoke platform. This custom dashboard integrates various aspects of the business, allowing for the management of sales, customer interactions, missed opportunities, repairs, orders, installation schedules, staff availability, and more.

Given that Better Living Outdoors operates nationwide and deals with large products, logistical challenges are an issue particularly with shipping and installing items in customers' gardens. To address this, the platform allows customers to submit videos of their gardens so that installers can assess access routes before the delivery day.

The system also improves service delivery by combining geographical and calendar information, making the booking of repairs as efficient and streamlined as possible.

Authentic video content

Although Better Living Outdoors sell high ticket items, it was important their video content wasn’t too polished. That’s because even customers who are buying more luxury items don’t want to feel as though they’re being sold to. When this happens, they become disinterested in the product.

Instead, customers prefer authentic, genuine content that shows the brand in a more human light. This is where user generated style content comes into play, which is why our in-house content team created human-centred content that was more engaging. It was also educational for the user to see the product in action and it felt less biased.

“Our campaigns are second to none.” 👋

Craig Matthews

Better Living Outdoors