Lilac Honey
87% of Sales Driven By Social Media
Lilac Honey Co
Lilac Honey Co is a small Pittsburgh-based accessory and apparel company — and I happen to be the co-founder! Lilac Honey is an e-commerce business specializing in handmade items including headbands, scrunchies, earrings, and embroidery.
Develop Relevant Brand
Increase Sales
Build an Online Community
Goals
Logo
My goal when creating Lilac Honey’s logo was to capture the attention of the target audience. The brand’s target audience is women ages 18-24 in the Pittsburgh area. Using a minimalistic design and a script font was key to effectively attracting the goal customer base. It was essential to continue using thin lines in the rest of the design to ensure there wasn’t a jarring contrast. Incorporating a floral element was an ode to the brand name, Lilac Honey.
Brand Colors
The brand colors I chose for Lilac Honey went theme of earthy tones. Neutral colors create a clean, trendy look that the target audience tended to gravitate toward. We knew that we wanted the brand imagery to incorporate plants and floral elements, so the tan and green tones created a flow between the graphics and lifestyle imagery shots.
Tone
In order to reach the goal of creating an online community, we wanted to ensure the overall tone of the company was relatable. In order to do this, we eliminated capital letters when writing copy for social media. In doing so, we wanted to create the feeling that the user was reading a text message from a friend. This also meant incorporating emojis into our lines of text to break them up and make the copy more digestible.
Social Media
Content Creation
When creating content for Lilac Honey, we wanted to incorporate plants into almost every photo. This stylistic choice was essential in making the images more attractive and bringing life into them. In addition to the flat-lay photos, we also wanted to include lifestyle images of customers wearing our products. We hosted several photoshoots with customers wearing our products and posted user-generated content to develop trust in the brand.
Content Pillars
Although while working on this project, content pillars had not been established prior, the content began to take on roles of its own. Some of the pillars included promotion, engagement, and community.
Posting Schedule
I used social media marketing best practices to inform the social media posting schedule. The posting schedule usually consisted of 2-3 posts per week. The number of posts would vary dependent on sizable upcoming events, new announcements, and upcoming product launches.
Website Design
Site Map
To ensure easy navigation and a clear plan, I created a site map before creating the Lilac Honey website. The site map included four topics along the navigation bar with several functional hidden pages that could be accessed through call-to-action buttons across the website.
User Experience
Call-to-action buttons are essential in creating a great user experience flow. I ensured that each section was adorned with call-to-action buttons and links. In order to make sure users could interact with products and navigate easily between pages, we included a variety of specialized, dynamic product carousels on the home page. We also added customized product suggestions on the ‘add to cart’ page to guide users to other products they might be interested in.
Keyword Research
Before creating the website, another essential step in the beginning stages was to conduct keyword research. When writing copy for the website pages, we wanted to ensure that we incorporated keywords and phrases when possible. This included adding alt text to our images. Keyword ranking was also the driving reason behind the creation of our blog. Some of the keywords we were striving to rank for included “how to make a headband” and “pittsburgh small business".
