Jim Dorkins of Doc Goodbeard Beard Care Products reached out to 3C because his small business was crushed by the COVID-19 pandemic.
Doc Goodbeard’s sales came to a screeching halt when fairs and farmer’s markets shut down. Jim’s revenue fell by over 85% – and he knew he needed to rebuild his business online if it was going to survive.
3C connected Jim with Shennice Cleckley, a business coach with a strong background in digital marketing. Shennice quickly pointed out that Jim’s gregarious personality and salesmanship are effective in person, but he needed to double down in his online efforts. The instruction was clear: Jim’s digital presence needed to distinguish his products from the competition and sell more directly. His website and social channels needed more polished pictures and better diversity to depict the culture of “the bearded lifestyle.”
Shennice worked with the 3C team to quickly revamp Doc Goodbeard online. You can see the results of the makeover below:
Remaking Doc Goodbeard’s Website
Following Shennice’s vision, 3C built a new website on Shopify with a cleaner, sleeker homepage that offers Doc Goodbeard a professional look and focuses on the culture and lifestyle of beard wearing. The new site includes more direct “Shop” and “Buy Now” calls to action and actively distinguishes Doc Goodbeard’s products from competitors. The site also tells Jim’s entrepreneurial story to ensure his personal touch remains strong in Doc Goodbeard’s online presence.
Updating The Logo
Shennice pointed out it was hard to read the Doc Goodbeard logo. The 3C team created high-resolution versions of the Doc Goodbeard logo with vector files that work well across print and digital formats.
Refreshing Social Media Channels
The 3C team used the updated Doc Goodbeard logo to create new profile pictures for social accounts. The cover photo now promotes one of Jim’s most popular products.
Finding New Customers
To help give Doc Goodbeard a boost in sales and awareness, 3C created a set of ads to market Jim’s products online. 3C launched a series of ads on Facebook and Google Search to draw in new customers and used Google Display Remarketing ads to bring people back to the site if they did not complete their purchase.
Showcasing The Bearded Lifestyle
The 3C team created a repository of high quality images of great beards for Jim to use on his social media, website and promotional materials whenever he needs. The pictures were selected to exemplify the “bearded lifestyle” motto Shennice created for Jim and are all licensed for Doc Goodbeard’s use.
Scaling with Online Marketplaces
Shennice advised Jim to set up an Amazon account to sell his beard care products. 3C created an easy-to-follow guide to setting up an Amazon account so Jim can sell Doc Goodbeard’s products on the world’s largest online marketplace
Digital Tools Featured In Doc Goodbeard’s Makeover
About 3C’s Digital Makeover Program
3C’s Digital Makeover program connects small businesses with the digital tools, coaches and opportunities to help them better market their business and grow online.
The COVID-19 pandemic is an unprecedented challenge for small businesses, particularly those that depend on in-person retail for sales revenue. 3C’s reports find that digitally driven small businesses are better prepared to weather the storm and have fared better than their less-prepared counterparts – so we’re doing our part to help out.
Through a series of coaching sessions, our digital experts help small businesses identify areas for improvement on their website, social media, online store, and marketing strategy. 3C helps facilitate meaningful change to the small business’ digital infrastructure so they can grow in the digital marketplace.
Now more than ever, it is essential for small businesses to equip themselves with digital tools to survive and thrive. 3C is committed to helping small businesses do just that.
Want to be featured in 3C’s next Digital Makeover?
Email our team at membership@connectedcouncil.org and let us know why your small business should be featured in our next Digital Makeover.
