Background
The client, a global oil & agricultural lubricant brand with previously no digital presence, was looking to expand their business in the lucrative U.S. market. They recognized the need to build awareness and engagement with key stakeholders - distributors and end customers - through digital channels.
The company's legacy business model had been heavily reliant on traditional sales and marketing tactics, with little investment or expertise in digital strategies. As a result, they lacked a cohesive online presence, compelling content to attract and nurture leads, and the data-driven insights needed to effectively target and convert their audience.
To address these gaps and drive growth in the U.S., the client engaged Evalueserve to develop and execute a comprehensive digital strategy. Key objectives included:
- Establishing a strong, user-friendly digital presence through a redesigned website
- Creating a content strategy to engage distributors and end customers
- Leveraging data and analytics to identify the right target audience and tailor marketing efforts
- Driving awareness, lead generation, and ultimately, increased sales through coordinated digital campaigns
The Solution
Evalueserve took a phased approach to help the client surpass their awareness and engagement targets:
Research & Insights:
- Conducted a thorough audit of the client’s current digital footprint and competitive landscape
- Developed detailed buyer personas to deeply understand the needs, pain points, and behaviors of key customer segments
- Analyzed industry trends, customer search patterns, and relevant content themes to inform the content strategy
Digital Strategy & Execution:
- and optimal information architecture
- Developed a content calendar focused on educating and engaging the target audience through blogs, videos, social media posts, and other relevant formats
- Implemented growth marketing strategies across digital platforms, including SEO, paid advertising, and social media campaigns
- Continuously analyzed performance data to refine and optimize campaigns for maximum impact
Team Enablement:
- Worked closely with the client’s sales and non-marketing teams to align on the digital strategy and ensure a synchronized on- and offline approach
- Provided training and support to empower the client’s internal teams to effectively leverage the new digital assets and capabilities
Business Impact
The comprehensive digital transformation initiative led by Evalueserve delivered tangible results for the client:
- Awareness campaigns resulted in a 5X increase (486%) in new visitor traffic to the website in Q3 compared to Q2
- Blog content drove a 7.5X (757%) boost in returning visitor traffic, demonstrating the effectiveness of the content strategy
- Social media engagement skyrocketed, with a 2496% increase in interactions on Facebook and Instagram
- The redesigned website provided a vastly improved user experience, with better information architecture and SEO optimization
These digital marketing successes not only raised brand awareness and engagement among the target audience, but also laid a strong foundation for the client's continued growth and expansion in the U.S. market.
Overview & Impact
The comprehensive digital transformation initiative led by Evalueserve delivered tangible results for the client:
- 486% increase in new visitor traffic
- 2500% increase in interactions on socials