Case Study: Integrated Digital Campaign
Highly Converting Digital Campaign Helps Manufacturer Increase Awareness, Drive Leads, Grow First-Party Data
Result highlights
24%
Landing page conversion rate
500
Leads were added
50%
YOY increase in sales
Goals
Our client, a manufacturer of electrical products for the commercial and industrial construction market, wanted to grow awareness and generate leads in order to boost sales and increase market share in the US and Canada. While successful in their own right, there was plenty of room to grow. The client also desired an opportunity to emerge as an industry thought leader with informative, helpful content.
Strategy:
The Electrical Conduit Buyer’s Guide Campaign was a multi-channel, integrated campaign that utilized industry publisher partner associations to reach the target audience to increase awareness and grow leads. A thorough understanding of the customer’s target audience guided the content strategy. Deep insight into channels dictated campaign placement. Keen understanding of personas guided the development of savvy communications describing core benefits in solving problems for the target audience, then prompting them to take action.
The content marketing campaign centered around a downloadable guide offering advice and tools to guide a product purchase. The content was helpful, communicated benefits to the audience, spoke the customer’s language effectively and guided the customer to take next steps. It capitalized on industry situations to bolster awareness. It was important to educate the audience about our client’s product since there were product shortages and price increases on competitive product types.
With a six-month media campaign, the plan included digital ads (publisher partner sites, LinkedIn, Google), publishing partner email campaigns, PPC, and social media.
Results:
- A 24% landing page conversion rate, far above the industry average of 10%.
- Nearly 500 leads (first-party data1) were added. These folks received a targeted 10-page digital download, a compelling resource entitled Electrical Conduit Buyers Guide. By opting to receive the resource, users enter a lead nurture sequence that provides further education about the product and its solutions1.
- Campaign part of a plan that contributed to a 50% overall YOY increase in sales.
1 First-party data is increasingly important as privacy concerns and solutions have the potential to impact digital marketing. The client is growing their community of customers, potential customers, fans, and followers who’ve opted in to receive communications from the company.
“I value the expertise and partnership that the Savage team brings to our marketing efforts. Their team is composed of experts in all areas of marketing especially in digital strategies, content development and media buying. They go the extra mile in learning about our customers and have an intimate understanding of our business.
With their integrated, result-oriented campaigns, our company has achieved 50%+ growth for each of the last 2 years. The Savage Marketing team is knowledgeable, responsive, and truly cares about helping their clients succeed – Savage has transformed into more of a partner than our marketing arm. We highly recommend Savage Brands to anyone looking to take their marketing and business to the next level.”
Goran Haag
President and Founder of Champion Fiberglass