In this example, we will tell you how work was organized in three key areas of marketing and summarize the interim results after a year of cooperation. At the end, a bonus awaits you - 6 steps for the effective operation of the marketing department in any area of business.
Client: Manufacturer of entrance doors. The brand is over 20 years old. Factory and warehouse in one of the major Russian cities, partner network of stores throughout the country. One of the largest audience segments is residents of the capital.
Client tasks:
- Provide the sales department with requests for the purchase of doors using contextual advertising.
- Increase your website's position in search engines using SEO tools.
- Maintain a prestigious and modern brand image on social networks in order to receive applications directly from this channel.
First, let's talk about SMM.
Results after a year of work:
- A strategy for the company's presence on social networks was developed and implemented.
- Regularly updating content in various formats on topics relevant to the audience, announcing products and promotions with bright visual design.
- Active communication with clients through personal messages and comments, processing applications and transferring leads to the sales department.
- Users come to the site from social networks and show interest in products.
- A new content format has been introduced - short videos with brand representatives: scripts, remarks for employees who shoot the video themselves, with subsequent processing.
- Targeted advertising was added, which significantly increased engagement and expanded results.
Results by Instagram
The growth in user engagement and reach increased by 3 times, and profile traffic increased by 17 times.
Results on VKontakte
Audience coverage increased 15 times.
Contextual advertising: exceeded KPI plan
Main KPIs:
- Receiving 80 applications per month throughout Russia.
- Application price up to 1000 ₽.
- Reaching the target audience is at least 50,000 people.
Actual results:
- 100-120 applications per month from all over the country.
- The average cost of an application is 500-750 rubles.
- Target audience coverage is more than 65,000 people.
Results of targeted advertising in VK
Data for the last reporting month: 58 applications at an average cost of 446 rubles.
STR: 1.55%.
PDA: 8.21.
After testing different campaign settings, the decision was made to abandon some methods that were not providing the desired effect and switch to other strategies that were more effective for this audience.
7 steps that helped save a client’s advertising budget
- Portrait of the target audience: users who prefer to make large purchases for their home via the Internet, avoiding long trips to stores.
- Geolocation: all of Russia. Monitoring and adjusting costs to avoid inflated application costs.
- Separate advertising campaigns for large cities for targeted budget distribution.
- Setting up website goals: tracking key actions leading to conversion.
- Targeted semantics: narrowing the target audience and identifying products with high demand.
- Promotions with a limited validity period: testing hypotheses and increasing the budget for the most attractive offers.
- Feedback from the sales department: analysis of leads and adjustment of advertising campaigns.
SEO work
A detailed audit was carried out: technical aspects of the site, usability, errors were identified and corrected, we continue to improve the performance. Meta tags were worked out, the list of keywords for promoting individual sections of the site was updated, content was optimized using LSI words.
Dynamics of site traffic: from 3000 visits to 8000 for the most effective period. View depth is 4.1 pages per visit, which is 49% higher than the market average.
The average time spent on the site per visit is 03:59, which is 86% more than the market average.
The failure rate is 13%, which is 28% below the industry average.
6 steps that made everything work
- Balance of semantic load and visuals: stories, posts, videos and advertisements.
- Up-to-date visual without stock photos, using corporate colors.
- Short videos with expert reviews and product selections.
- Texts in infostyle: clear and direct, without unnecessary emotions.
- Search for effective advertising formats and content topics.
- Regular analysis of client feedback and indicators in all areas.
Since this year, our company has implemented more than 800 projects for local and federal businesses throughout Russia.
For consultations or questions on improving your marketing strategy, contact us by email: info@seo.computer.
ID 7002
