HO Soccer: ecommerce consultancy and training
Digital marketing for a football and goalkeeper equipment store
HO Soccer specialises in football and goalkeeper equipment. My work with its online store included advice and practical training to help the team understand and manage its digital marketing.
In November 2022, we held training sessions and addressed measurement questions. One example was identifying visits from Instagram collaborations in Analytics through tagged links.
A specific need: understanding where visits come from
A store can work with social media profiles and receive traffic without clearly identifying which post generated it. When links are not tagged, assessing individual activities becomes harder.
At HO Soccer, we addressed this with a process the team could use. The documented work included explanations of link tagging and where to find the resulting information in Analytics acquisition reports.
UTM links to identify collaborations
The explanation distinguished three fields: source, medium and campaign. Instagram can identify the source, social specifies the channel type, and the campaign name distinguishes a particular collaboration.
Consistent naming prevents the same activity from appearing under different labels. It gives the team a clearer basis for comparing campaigns and recognising the link being reviewed.
Practical training and materials to revisit
Recordings accompanied the November 2022 sessions. They provided reference material after the classes, alongside answers to questions about putting the lessons into practice.
The collaboration also included planning training on digital marketing strategy and execution for the Portuguese market. The team needed to apply the learning to the everyday running of its ecommerce store.
What the consultancy delivered for this sports ecommerce business
The documented outcome of this phase was completed training, recordings for review and an explained procedure for tagging and analysing collaborations. This case describes that consultancy and measurement work without attributing undocumented sales figures to it.
Better measurement supports more useful questions: which activity brings visits, which pages those visitors view and which information is missing to assess their response. It provides a basis for deciding what to test, keep or review.
If your team needs to understand its campaigns, explore digital marketing training for businesses. If the issue concerns organic acquisition, an SEO audit can investigate that area specifically.
Want to understand your store’s marketing better?
Tell me which activities you are running and which data you find difficult to interpret. We can define training or consultancy around those needs.
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