What results have we achieved?
In the fourth quarter of 2022, we acquired 79 leads directly from Google Ads, the cost of a lead was PLN 181, and the total cost of ads was PLN 14,300.
More than 80% of customers who use Plastipol’s services come from Google Ads. Most of them choose to contact us by phone or email, hence counting the exact conversion is difficult. The overall balance of Q4 is as follows:
433
Leads in the fourth quarter of 2022
141
Number of leads qualified by Plastipol
+25%
Many of the pages increased page views, and the rejection rate dropped by 20% in the first month after the site was implemented.
+33%
Marketing qualified leads (MQL) ratio.
How to arrange effective marketing?
You can read about the new website for Plastipol in our portfolio. We were responsible for the entire process: starting with the design and ending with the implementation. A properly designed website provides a solid foundation for effective marketing activities, but it is only the first step in the process of acquiring leads.
In the next stage, the client needed to plan activities that consisted of more comprehensive activities than just setting up an ad or writing an article for the company’s blog. Only a combination of activities from the areas of positioning, external linking and content marketing make Plastipol able to effectively acquire customers through paid campaigns.
A comprehensive marketing service that gets results
After implementing the new website, we moved on to designing the next steps. Once again, we took a close look at buyer personas and the buying process to respond more effectively to customer needs. Our team of specialists in ad campaigns, content marketing, UI/UX design and analytics designed a cohesive strategy that consisted of several elements:
Google Ads campaigns
As with many manufacturing companies, an important advertising tool is Google Ads. Searching for the right keywords is a process that takes time (often several months). However, as Plastipol’s results show, it is well worth the effort, and constant exclusion optimization helps increase the ratio of marketing-qualified leads.
SEO optimization
A website that works and is functional for the user is not enough. You still need to make sure it is search engine friendly. Therefore, we have taken a number of measures to ensure that the site allows the client to position high on the most important phrases: 2 blog articles per month giving users the opportunity to educate themselves about the type of plastics, technology and products, developed on the basis of the previously designed Content Plan external linking, which helps to bring organic traffic to the site and improves the site’s place in the SERP ranking, a few months after the implementation of the new website we optimized the content on the service subpages to be able to effectively compete on those keywords that are important to Plastipol.
CTA tests
How do you create a Call To Action that will trigger the desired action among your audience? From internal brainstorming, we created a list of proposals, from which we selected together with the client a few of the most suitable ones. We then moved on to the A/B testing phase, through which we learned the effectiveness of each designed CTA.
Increase in quality leads
Bringing traffic to a website only makes sense if it can convert users into customers. In the case of the Plastipol site, there was a big problem with this. Users filled out the contact form only sporadically, and on top of that the leads were mostly unqualified. The introduction of the new website solved the technical problems and thus allowed Google Ads campaigns to be set up correctly. Conversion was based on filling out a form on the website. From the beginning of 2022, we worked with Plastipol on the lead qualification rate. Continuous exclusion optimization and analysis of the most influential keywords made the cost of a lead conversion increase, but at the same time we constantly reduced queries that were not interesting from the point of view of the client’s business scope.
Partnering with the customer
Close cooperation has once again shown the great potential of a partnership approach. In addition to monthly summaries, together with Plastipol we are in constant contact, so that we continuously optimize campaigns and correct all marketing activities to achieve the best possible results.
Summary
A long decision-making process is a hallmark of any B2B business. Buying into a manufacturing company also requires comprehensive measures to help the company create multiple points of contact. This is how we work together with Plastipol: we take care of the site’s visibility in search results, pull valuable organic traffic and create Google Ads campaigns. Comprehensive marketing designed in this way brings quality leads and supports the company’s efforts to be a leader in the plastics industry.
Plan your marketing!
Looking for an idea for your company’s marketing campaign? Do you want to acquire quality B2B leads? During a brief, free consultation, we’ll talk about your existing marketing efforts and discuss solutions that can bring results to your business. If you come to the conclusion that they make sense, we will help you implement them.
