To help quickly establish Pickles & Ice Cream in the St. Louis baby service community, I encouraged Erin to cross-promote with other local services: photographers, nannies, nursery stores, etc.
As we were leading the charge on what was essentially an entirely new service category within the St. Louis area, it was important to promote the category itself first, explaining what it was and why it mattered, and then establish Pickles & Ice Cream as the ideal thought leader for that category.
Branding and explaining Pickles & Ice Cream's service offerings helped make a potentially confusing new service fun and approachable for our target audience.
SEO was particularly important for this site, as Pickles & Ice Cream didn't have much of an advertising budget. Customers would generally have to find the service on their own, which meant carefully choosing keywords based on topics new and expecting parents would care about most, like sleep problems.