How did we boost conversion by nearly 1857% and reach 1300+ leads per month?
(construction industry)
Customer: well-known Polish manufacturer of garden canopies exporting to 7 European markets
Goal: increase in the number of leads generated in the B2C and B2B (HoReCa) segments – contacts interested in purchase / quotation
Measures:
- strategy workshop to understand the target group
- developing visual identity and a number of graphic designs
- running paid campaigns on Facebook, Google and YouTube
- planning and delivering content marketing strategy + SEO
Results:
- 14,843 leads throughout the campaign(1,328 leads in the best month, and an average of 598 per month)
- lowering the cost of generating a lead to a few PLN per unit(with an average order value of several tens of thousands PLN)
- increased audience involvement(17,688 downloads of the product catalogue and 32,417 readers of the product catalogue)
Cooperation background
The customer already had a history of working with an external agency, but was not satisfied with the results of the agency’s efforts. For this reason, he decided to entrust us with all performance marketing, design and also positioning activities.
The first challenge with this project proved to be the product itself, which is ‘tailor-made’ and, moreover, relatively expensive (purchase amounts can range from tens to hundreds of thousands of PLN).
Another key factor was the timing of the activities. The decision to team up with the I’m Brand Institute is made in just a few days between Christmas Eve and New Year’s Day. Meanwhile, the campaigns themselves for the new season were due to start as early as 1 February, leaving us with a very tight time window to get ready. The outbreak of war in Ukraine, as well as the post-covid situation in the HoReCa industry, also proved to be a major setback.
How did we work together on this project?
First, we held a strategy workshop, which enabled us to identify and then thoroughly understand the target group. The meeting was also a stepping stone to develop clear recommendations for on-line activities. Examples include 180′ animations, enabling you to see the product without leaving your home.
Our next step focused on promotion. After an audit of the advertising account, we decided to introduce a greater variety of ads, we applied GTM tags and defined what micro-conversion and conversion are – while introducing a clear performance reporting system.
Results after first year
In the best months, we achieved an average of 598 leads per month, which allowed us to demonstrate our effectiveness and gain the customer’s trust. At the same time, we knew that we still had a great deal of room for further optimisation to significantly increase performance in the following year.
As much as 6.98% CTR and nearly 6,000 clicks in a competitive industry
In the following year of cooperation under I’M Brand Design, we created a new corporate identity, which has allowed us to expand the brandbook and create several graphic designs.
We then used them for testing in paid campaigns, eventually succeeding in selecting one with even several times higher results (compared to the previous graphics, which did not have a clear identity to stand out in the market and achieve better market recall).
This way, we have increased significantly click-through rates (CTR) of run campaigns. The best Facebook creative reached as much as 6.98% and generated nearly 6,000 clicks.
At this point, it is worth mentioning that the industry is highly competitive. This is due to the fact that during the season we are competing not only with other manufacturers, but also with contractors, DIY chains and even or marketplaces.
Content planning, creation and optimisation
Content materials and a content matrix also proved to provide important support for the promotion, helping to open up the conversion path even more effectively, ‘warming up’ leads and, consequently, guiding the potential customer through the sales funnel.
In this area, we focused, inter alia, on the optimisation of the landing page and the production of information content tailored to the various stages of the purchasing path (articles, catalogues, videos and animations).
Given the seasonality of demand, we developed several versions of the campaign that took into account, for instance, the seasons and weather-related interests in different products. This in turn enabled us to maintain customer interest throughout the year.
With more material, more time for preparation, and access to historical knowledge from the previous year, we were also able to introduce changes to the mechanics of the campaign. With these, we tested new experimental target groups, made further changes to the landing pages and launched new versions of the leadads.
2x better results with the same budget
This way, we doubled the number of so-called warm leads – and within the same budget.
In the best month, we generated as many as 1,328 leads (coming from contact forms, product configurations and phone calls).
In addition, 17,688 people downloaded the product catalogue and more than 5,000 read the articles. We have reduced the average cost of acquiring a lead from leadads to less than PLN 7.39., which is a very good result – considering that the average order value is several tens of thousands of PLN.
Summary
We firmly believe that the success of the campaign was determined by a skilful combination of paid channels, original creations, varied and user-tailored content, content tailored to the season and the needs of customers. Maximising the use of all available tactics and tools on advertising platforms, daily optimisation work and continuous contact with the customer were also important.
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