June 2021 Our Web Agency was contacted by this client to increase the number of targeted leads. But let's go into detail about the type of client, the strategy applied and finally the results.
Summary:
the customer
Alkam is an industrial label manufacturer with 30 years of multi-sector experience in digital, off-set, flexo and screen printing.
We are therefore talking about a B2B activity that interfaces with different production sectors. The client's need was precisely to increase the number of targeted leads to establish a relationship and contact, through various digital marketing activities.
First actions and strategy
The collaboration therefore began in January 2020 and started with an in-depth analysis of the strategy via Connection Funnel , which allowed us to have a clearer and more well-defined vision of the activities to undertake.
So through an online questionnaire about the customer profile we understood who are the main decision makers that push a company to change supplier regarding labels. All this allowed us to have a more detailed picture of the market and therefore to be able to put in place a strategy studied ad hoc.
the development of the project
With the information and data received through the customer survey, in full synergy with the customer, we have implemented various actions to increase brand awareness, acquire new leads and spread the product culture.
Keyword Research: the first step we took was the research of industry keywords, in order to better understand the market, study the structure of the new website and optimize the contents from an SEO perspective.
Website Restyling : Thanks to the previously listed point, we have studied and created a clear structure both on the user side and on the search engine side. We have also inserted low friction elements to reduce the sense of risk of the investment.
Free Sample Kit: specifically, one of the sections included was the possibility of receiving a sample of the materials (green and standard) with which to create your own label.
Webinar: in strong synergy with the client we decided to create vertical insights on the topic of packaging and labels. Disseminating the notions and technicalities learned in 30 years of experience in the field helps potential clients to understand and delve into the technical concepts related to printing.
Remarketing site visits: given the number of users on the site, we created Remarketing Campaigns on Google and Facebook.
Email automation: in line with what was said above, we have created packaging-themed ebooks. To nurture those who have downloaded these free insights, we have created automatic emails with which to present the company and establish a relationship.
Optimizing Google Ads campaigns to capture informed demand.
Social Media Advertising Campaigns to Intercept Latent Demand
Integrate all your lead sources with the free Hubspot CRM for complete management of your created contacts from marketing lead to sales lead, open deal, and customer status.
Linkedin Ads and Linkedin Bot
This part of the strategy deserves a paragraph of its own.
The last two years have changed the rules in generating leads in companies: agents are struggling to get a reception and trade fairs have not yet resumed .
For this reason, in synergy with the customer and the entire sales department, we have implemented a well-defined strategy on this Social.
As for the organic part, we decided to share the insights of the editorial plan with the various profiles (corporate and personal), in order to involve as many people as possible and increase the authority on the subject of labels and packaging.
On the paid side , we have created Advertising Campaigns aimed at creating qualified leads to be chased both through commercial contact and through email automation.
Finally, through a method created and tested by us, we introduced the use of a bot to generate targeted leads.
The results obtained
A little over a year after the start of the project, the results are very satisfactory (many actions are still in progress), but let's let the numbers speak for themselves ( Google Analytics data ).
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