Small Business Marketing Case Study: Morgan’s

The client

Morgan’s is a family run business, established for over 7 years. Rebecca Brennan-Morgan is a skilled professional hairdresser, having qualified 17 years ago, before honing her craft with wigs, hair pieces and hair integration methods. 

Working with solutions for hair loss has been Rebecca’s passion over the last 12 years, having lost a good friend to cancer. Realising that often hair loss sufferers don’t necessarily realise the array of solutions that are out there for them, Rebecca knew that there was a market.

With stores in North Wales and the North West and an online shop, Morgan’s strives to offer the very best in Wig Care and hair loss solutions for women, men and children.  

Working with over 12 NHS trusts and dealing with a variety of hair loss clients, Rebecca and her team were looking to take the business to the next level; to grow both the brand and its online presence.

Challenges faced – the ‘too busy to do our own marketing’ moment 

Having had a website built a few years ago and building the salon brands in the locality with lots of press and PR, Rebecca understood that in order to expand the business she needed help with her marketing.

Rushed off her feet with running the two salons and trying to manage the website, Neil, her husband, was brought into the family business.  

With over 800 online products, hundreds of wigs and hairpieces in stock at the salon, a brilliant following on social media and lots of happy clients, Rebecca knew that she had all the right elements in place to make her business a success. She simply had got to the point where she was unable do it all herself. 

It was now important that all processes got streamlined and that she started to make her website work hard for the business.  

Getting the right marketing team was crucial for Morgan’s if it was to reach the potential is has.  

The big ‘ah-ha’ moment

Finding Mighty Moxie on a female networking group on Facebook, a discovery call was held to see if everyone would work well together, understood goals and could deliver what was needed.

‘As soon as I spoke with Christine and Rachel I felt at ease. They had a natural empathy for hair loss which I had struggled to find in other marketers I had been working with. It was imperative for me that whoever I engaged with had to understand all that went with losing your hair.’

First steps were to understand what needed attention first – branding, PR, social or the website? It was decided that the best place to start was the website; its content and navigation to ensure that visitors stayed on the page and the content drove them to want to buy.

Letting the Moxie team overhaul the navigation of the website, and enrich the site with lots of new content including guides, how to videos and lots of new imagery meant that quickly the site had a better and more cohesive overall feel to it.

The Mighty Moxie Moment  

With so much going on; supporting the charities, running the online shop and two salons, Rebecca knew after speaking with the Mighty Moxie team that she needed the support.  

‘Rachel and Christine understood what was needed to help take my site to the next level. I knew I needed help, I have no clue about SEO but I did know I needed to get my site onto the first page on Google.’  

So, first up the Moxie team set to conducting a full SEO audit and clean-up of the site. Working over several months the team worked methodically through every page and product listing ensuring that all meta-data, slug and title tag was drafted to optimise the site.   

The online wig world is busy and competitive so it was imperative to ensure that the site was in its best shape before implementing any marketing activity.  

Next creating SEO rich content was key. The team set about drafting and publishing lots of guides, blogs and video content.

From how to put on a wig, right through to informative  online handbooks explaining the differences between the many different types of wigs. The aim being to ensure that anyone visiting the site would understand that they really had landed at an expert site and would have a fabulous, sympathetic and understanding experience when buying their hair loss solution.  

The ‘it is working and helping’ moment 

Once the navigation, the visuals and a big chunk of the ongoing SEO optimisation had been carried out, it was time to start looking at user experience and creating a pathway for purchases.  

Installing automated emails onto the site, drafted to encourage good buyer behaviours, the Moxie team created emails for welcoming new users, returning visitors, abandoned cart etc to ensure that no opportunities for a sale was missed.  

Rebecca and her team were already beginning to recognise the benefit of having an outsourced marketing team; 

‘One of the major time thieves for us was the emails for customers, we were doing these manually so to have these automated directly after a purchase is brilliant!’ 

With an ongoing plan to create a strategy to market the website and the salons over the coming months, there is lots to be excited about! With plans to create lots more content, PR and general buzz for Morgan’s as the go-to site for all things hair loss, the Moxie team are thrilled to be working with such a forward thinking business. With an aim to help anyone who suffers from hair loss and to continue helping charities, Morgan’s Hair, Beauty and Wigs is really making a name for itself within the hair loss community.    

A key element of this was establishing an ongoing relationship with all of the customers and clients of Morgan’s. A catalyst for this was to create a club for those who shop with Morgan’s offering exclusive offers and discounts along with fabulous content offering top tips and help with caring for the wigs they purchase.   

The team helped Rebecca decide upon a name and created a plan for the club – Morgan’s Privilege Club!  

One of the things that Rebecca was already doing really well was managing her own social channels, from Facebook to Tik Tok she had a great following. However, whilst doing a great job, the content on these platforms was more focussed on the salons and all the great work Rebecca and her team do rather than the amazing wigs, hairpieces and hair integration work she does.  

The team created some wigs only social channels for the business so that a clearer separation was made between the fantastic charity work and client work the Morgan’s team do and the fabulous wigs that they stock both in salon and online. In turn it is the goal to harness the potential sales power that these platforms offer.  

This is all about laying foundations and the team at Moxie look forward to a fun and fruitful future with Morgan’s as the business’ outsourced dedicated marketing department.  

To find out more about Rebecca, her team and to take a look at all the fabulous wigs and hair loss solutions that Morgan’s can offer take a look at the newly refreshed website www.morganshairandbeauty.co.uk 


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