January 2020
If you have a start-up you are perfectly aware that:
It's difficult to choose a web marketing strategy that is sustainable
There is little room for error, as the budget available is close to zero :-(
To help you understand how to navigate this situation, we will tell you about the case of Cantine.wine , an innovative start-up that turned to us in 2019 for its market launch.
Il Cliente is the first Italian booking portal dedicated exclusively to winery visits .
The client's request was (and is) clear: to try to maximize the return on marketing investment.
Obviously we cannot go into details so as not to expose the client, but we will try to be as clear as possible in the description of the case study by listing the activities carried out: certainly each case is unique, so if you have any doubts write to us on WhatsApp or use the chat to ask us.
the initial analysis
The first step we took was an initial analysis of the acquired clientele . A practice that comes from both our skills in market research and Massimiliano's certification as Connection Manager® .
We then sent an online survey via Google Forms to customers to understand:
how did they get to the portal
when they decide to visit a winery (i.e. on which specific occasions)
How often do they visit a winery
knowledge of the competition
cross-selling opportunities: what other products or services would they purchase
This type of analysis (which you can also combine with an independent market analysis, here you can find a blog post about it) is essential to guide every digital marketing choice.
Why? Because above all point no. 2 is used to define detailed and not generic actions (public Ads, Social Media used, images, SEO, everything in short).
the execution
The next step was to execute web marketing activities sequentially, starting from the interception of conscious demand in order to capitalize immediately and testing social media marketing for latent demand.
All this by distributing the budget in test campaigns between PPC and SEO (with the creation of a blog to support the editorial plan ), suddenly turning off (after a testing period) the unprofitable activities.
Added to this is strategic support to suggest ways to increase profitability (evolution of the product and sales channels, including offline), since profitability often becomes a problem for start-ups.
Strategies have also been created with connection with visitors to create leads linked to the use of email marketing automation for nurturing.
results
After a year, thanks to our support and the great work of the internal team, the traffic has doubled and the mailing list has definitely grown , enriched by hundreds of people interested in this spectacular theme.
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