It had been five years since the release of David Wheaton’s book, My Boy, Ben: A Story of Love, Loss and Grace (Tristan Publishing). The book had received quite a bit of promotion in the year or so after its launch, through radio, television, and print interviews, book signings, and speaking engagements, and was selling on Amazon and other online retailers as well as brick-and-mortar bookstores in the upper Midwest.
And yet sales were hard-fought. But with reader feedback being so overwhelmingly positive, David wondered if there was a better path to get My Boy, Ben in front of more readers who could be impacted by the story.
That’s when he turned to August Ash for an online digital marketing campaign.
From Tennis Pro to Successful Author
Minnesota-native David Wheaton was once ranked the number 12 tennis player in the world. In his early 30’s, he transitioned to a new career as a radio host, writer, and speaker. He is the producer and host of the nationally-syndicated talk radio program, “The Christian Worldview,” airing on 250 stations across the country, and has authored two books.
Wheaton’s second book, My Boy, Ben, is a touching portrait of his life-changing companionship with a beloved yellow Labrador, Ben. Wheaton partnered with August Ash to market his book, and what started as a test run, quickly grew into an ongoing digital marketing campaign that has since had books flying off the proverbial shelves.
Using our “Four Pillars Approach” of connecting strategy, marketing, sales, and technology, we formulated a solution consisting of a custom-designed, ecommerce website and digital ad campaigns on Google, Facebook, and Instagram. Through an in-depth discovery process with Mr. Wheaton and our own marketing research, we identified potential target audiences and effective messaging to attract web traffic and drive it to the Shopify website where people can purchase the book and learn more about the story behind My Boy, Ben. The website and display ads were then leveraged to effectively re-launch the book. As a final touch, automated email sequences from the website help bring back visitors who have not completed their purchase.
My Boy, Ben Takes Off with Digital Sales
Since starting the digital marketing campaign for the last year, sales revenue has increased by 1,370%. The My Boy, Ben webstore has had over 32,000 visits. The website www.MyBoyBen.com was in the top 5% of new Shopify stores in the month that it launched, both for both web traffic and ecommerce sales. The website regularly experiences an 8% conversion rate in an industry where 3% is the average. People who add the book to their cart on the website and then leave without completing their purchase receive an email which has a 21% success rate of driving people back to the site to purchase the book. Average success rate for this type of “abandoned cart” email is 7%.
We’re happy to have been able to participate in helping bring David’s book to a wider audience as the story has touched many lives as evidenced by glowing audience feedback and reviews. David says, “We are very pleased with the expertise and execution that the August Ash team has brought to bear in the digital marketing campaign for My Boy, Ben. Equally important, they are a joy to work with! Highly recommended!” David currently has no plans to slow down his marketing for My Boy, Ben and we look forward to seeing the book’s continued success.
If you’re interested in learning more about how a digital marketing strategy could help you achieve your business goals, whether that be selling a book, or attracting more prospects to your business, feel free to get in touch with us. We’d love to see how we can help you out!