Digital Marketing case Study

Astrologer Eshwar Ji is an Indian Origin astrologer & psychic reader and serving people in Texas, USA, for the past 15 years. The client, hailing from a family of Astrologers in India, decided to venture into the international world of Astrology. He set foot in Texas and started his practice, only to face immense competition in a matter of months.

With a depleting number of incoming clients and facing tough competition, Astrologer Eshwar approached Strategyworks to help the company gain a stable stance in the growing competition. With a detailed analysis, the Strategyworks team could identify the areas that caused our client to fall below his competitors.

Challenges faced by the client:

• Difficulty keeping up with competition
• Decreasing clients
• Rebranding to target the new age customers
• Create Brand for their business

Problems identified:

1. Below standard website and information–couldn’t convey their brand story to the audience
2. Lack of presence on platforms where audience existed
3. Out of date, official pages
4. Little brand visibility and low trust factor
5. The Website design was very outdated and wasn’t suiting to the audiences in USA

What we did:

While facing an ever-growing competition, Strategyworks devised an actionable plan to keep up with the market and gain a position with the company’s competitors. Our strategy included:

1. Rebranding of the business

We Create a unique and bright logo for the business, that depicted the knowledge, authority, and reliability

2. Designed The Brand Guidline

3. Conveying the Story

The biggest problem faced by the company was conveying their brand story to their audience, making themselves heard and seen. To tackle that, our team

• Restructured and redesigned the website with the goal of sharing the hearty story of the brand.
• Furnished the website with interesting content, backing it with reviews and testimonials.
• Leveraged social media platforms to share about their story and services.

4. Reaching the Right Audience

The audience for Astrology was in unique places, reaching which was tricky. To reach the right audience, we-

• Created, optimized, and promoted the official Google business listing.
• Created local listings on 3^rd party platforms like Trustpilot, yelp and others.
• Optimized and narrowed reach of social media posts.

5. Increasing the Reach

After conveying their brand story and connecting with the right audience, it was time to increase the reach and build trust in the audience. We achieved this through optimized paid and organic campaigns on platforms like Google, Facebook, Reddit, etc. which helped us in-

• Raising brand awareness
• Promoting our story
• Building trust among our audience

Client Overview

• Company: JJ Interior Design
• Industry: Interior Design Services
• Location: Bangalore, India
• Target Market: Homeowners, residential and commercial property owners seeking Luxury interior design consultation and services.

Campaign Objectives

• Increase website traffic from qualified prospects within Bangalore, India
• Generate high-quality leads for interior design consultations
• Improve the cost efficiency of lead acquisition

Campaign Strategy

1. Keyword Research: We conducted thorough keyword research to identify search terms relevant to JJ Interior Design’s services and target audience. This included:
   • “Interior designers in Bangalore”
   • “Best interior design firms in Bangalore”
   • “Home renovation ideas in Bangalore”
   • “Luxury interior design company in Bangalore”
2. Targeted Ad Copy: Developed compelling ad copy that:
   • Highlighted JJ Interior Design’s expertise and unique selling points.
   • Included strong calls to action (Like “Schedule Your Free Consultation”, “Get Your Design Quote Today”).
   • Utilized relevant keywords for optimal targeting.
3. Landing Page Optimization: Ensured the campaign’s landing page was:
   • Visually appealing with high-quality images of JJ Interior Design’s work.
   • Optimized for conversions with a prominent lead capture form.
   • Included clear information about services and a compelling value proposition.
4. Campaign Setup:
   • Created a Google Ads campaign with a focus on lead generation.
   • Implemented location targeting to reach prospects in [city, state].
   • Utilized a mix of Search and Display Network ads.
5. Bid Management:
   • Developed a bidding strategy that balanced cost and visibility.
   • Continuously monitored bid performance and made adjustments to optimize for conversions.

Campaign Results

• Increased Website Traffic: Saw a 1333.33% increase in website traffic from targeted search queries during the campaign period.
• Lead Generation: Successfully generated 322 qualified leads for interior design consultations.
• Conversion Rate: Achieved a conversion rate of 10.94%, exceeding industry benchmarks.
• Cost-Effectiveness: Reduced cost-per-lead was about Rs 148.
• Return on Investment (ROI): Calculated a positive ROI for the campaign, demonstrating the value of Google Ads for JJ Interior Design.

Key Takeaways

• Thorough keyword research is crucial in identifying the right search terms to target qualified leads.
• Compelling ad copy and optimized landing pages play a vital role in converting website visitors into leads.
• Location targeting is essential for local businesses to reach the right audience within their service area.
• Active bid management is key to maximizing campaign efficiency and achieving a positive ROI.

Testimonial

“The Google Ads campaign significantly boosted our lead generation efforts. We were impressed with the quality of leads, and the campaign delivered exceptional results. We’d highly recommend Strategyworks Consulting.” – [Joby Joseph, CEO, JJ Interior Design]

Further Recommendations for Performance

• Continue refining the Google Ads campaign to further optimize results.
• Consider expanding to other digital marketing channels such as:
  • Social media advertising for brand building and lead nurturing.
  • Content marketing (blog, design guides) to establish authority.
  • Email marketing for lead nurturing and staying top-of-mind with prospects.

Challenge:

Stelosys, a leading IT services and consulting company specializing in SAP solutions, struggled to attract and convert potential clients due to a lack of high-quality content on their website. Their existing website content failed to effectively communicate their capabilities and expertise, hindering their search engine ranking and overall online presence. This resulted in difficulties in generating leads and ultimately, securing paying clients.

Solution:

We implemented a comprehensive content marketing strategy aimed at creating valuable and informative content that targeted their ideal customer base. This strategy involved:

• Developing buyer personas: Understanding the specific needs, challenges, and pain points of their target audience.
• Content creation: Crafting high-quality content in various formats, such as blog posts, case studies, white papers, and infographics, that addressed the identified needs and challenges.
• Search Engine Optimization (SEO): Optimizing website content with relevant keywords to improve search engine ranking and organic visibility.
• Content promotion: Utilizing various channels, such as social media, email marketing, and industry publications, to promote the created content and reach a wider audience.

Results:

By implementing this content marketing strategy, Stelosys achieved significant improvements in their online presence and lead generation:

• Increased website traffic: The high-quality and informative content attracted a larger audience to the Stelosys website, leading to a significant increase in website traffic.
• Improved search engine ranking: By implementing SEO best practices, Stelosys improved their website’s ranking for relevant keywords, making it easier for potential clients to find them online.
• Enhanced brand awareness: The informative and valuable content established Stelosys as a thought leader in the SAP solutions industry, increasing brand awareness and credibility.
• Generated leads and conversions: The targeted content effectively communicated Stelosys’s capabilities and expertise, leading to a higher number of qualified leads and conversions into paying clients.

Conclusion:

Stelosys’s case study demonstrates the power of effective content marketing in boosting lead generation and business growth. By creating high-quality content that resonates with their target audience, Stelosys overcame the challenge of a lackluster online presence and established itself as a leading player in the SAP solutions industry.

Al Rayyan Fire Systems is a Fire Protection Service Company based in Qatar. The company dealt with systems and equipment as well as services such as inspection, installation, emergency services, etc. to provide Fire safety. Being an established business in Qatar, the company wanted to expand its reach by leveraging the online market.

The goal:

Establish the company on digital platforms to drive increased revenue and business.

Challenges faced:

• Low-quality leads and weak conversions.
• Unsatisfactory output from online efforts.

Problems identified:

1. Below par website with low-quality content.
2. Undetermined target audience.
3. Lack of an operative process funnel.
4. Inoperative strategy.

Hence, as the company approached the Strategyworks team, we set out to establish the company digitally.

The process included:

• Understanding the market through extensive research.
• SWOT analysis of the current strategy.
• Identifying the targeted audience and analyzing their digital pattern.
• Identifying the actions needed and structuring a pragmatic strategy for optimum outcome.

What we did:

1. Refurbish the website

Our team prioritized establishing the brand through the face of the company – the website. For which we-

• Restructured the website completely to be at par with current market conditions.
• Formulated a page strategy to effectively project the brand story.
• Updated every page with accurate and up-to-date information.

2. Fixing the social presence

Social media is the place where the company connects with its audience and an unsound social presence hurts the company altogether. So, to fix it, we-

• We created official business pages on social platforms like Linkedin, Facebook, Twitter, Instagram, etc.
• Updated all the pages with correct company information.
• Implemented content strategy to reach the correct audience with stories that resonated with them.

3. Accelerating the website rankings

With an updated website, we went on to accelerate the ranking process for suitable keywords. The process consisted of the following-

• Keyword research to identify the right keywords with intent, search volume, and competition.
• Implementation of SEO and content optimization for all relevant pages.

4. Generating leads

As the efforts to establish the company online became fruitful, our next step was to bring real results in the form of leads. For this, we-

• Established a process funnel for bringing quality leads.
• Conducted organic and paid forms of social media marketing to bring awareness in the target audience and increase their reach.
• Executed lead generation through social media and search engine marketing.

Outcomes

1. The refurbished website design was able to hold the visitors on the website for an average of 3.05 Mins/ session.
2. The lead quality and quantity from the website increased month on month by 22% on average
3. Increase in the leads through Google Local Listing through optimization by 118%

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Discover our services and previous work here.

Astro Ganesh Ji is a USA based Astrologer. The client, hailing from a family of Astrologers in India, decided to venture into the international world of Astrology. He set foot in the USA and started his practice, only to face immense competition in a matter of months.

With a depleting number of incoming clients, Astrologer Ganesh approached Strategyworks to help the company gain a stable stance in the growing competition. With a detailed analysis, the Strategyworks team was able to identify the areas that caused our client to fall below his competitors.

Challenges faced:

• Difficulty keeping up with competition
• Decreasing clients

Problems identified:

1. Below standard website and information – couldn’t convey their brand story to the audience
2. Lack of presence on platforms where audience existed
3. Out of date official pages
4. Little brand visibility and low trust factor

What we did:

While facing an ever-growing competition, Strategyworks devised an actionable plan to keep up with the market and gain a position with the company’s competitors. Our strategy included:

1. Conveying the Story

The biggest problem faced by the company was conveying their brand story to their audience, making themselves heard and seen. To tackle that, our team

• Restructured and redesigned the website with the goal to share the hearty and genuine story of the brand.
• Furnished the website with compelling content, backing it with reviews and testimonials.
• Leveraged social media platforms to share about their story and services.

2. Reaching the Right Audience

The audience for Astrology was in unique places, reaching which was tricky. To reach the right audience, we-

• Created, optimized and promoted the official Google business listing.
• Created local listings on 3^rd party platforms like yelp, trustpilot, and others.
• Optimized and narrowed reach of social media posts.

3. Increasing the Reach

After conveying their brand story and connecting with the right audience, it was time to increase the reach and build trust in the audience. We achieved this through optimized paid and organic campaigns on platforms like Google, Facebook, Reddit, etc. which helped us in-

• Raising brand awareness
• Promoting our story
• Building trust among our audience

LeanMantra is a Tech Startup based in Pune, India. Coming from an IT background, the founder set off to provide training and coaching services based in the Agile field. Being a brand-new startup, LeanMantra struggled with selling its courses and turned to Digital Marketing for solutions.

After being approached by the founder, the Strategyworks team was able to provide them with detailed consulting on the what’s and why’s of the struggles they endured.

Challenges faced:

• Completely new in the market
• No incoming inquiries for future courses
• Challenge in marketing their ICAgile programs

Problems identified:

1. There was very little online presence, especially where most of the audience was.
2. The organization lacked a solid website to tell their story
3. Being a startup, very few people knew about the company
4. There was no brand visibility
5. With low visibility and reach came a lack of trust from the audience

What we did:

Market Research

Our team started with integrated market research too,

• Analyze competition and their marketing strategies.
• Identify the trends ongoing in the client’s field.
• Create buyer personas to identify the targeted audience.

SWOT Analysis

Next, we analyzed the company’s strengths and weaknesses. With an overview of the market and the company, our team worked towards:

• Identifying measurable KPIs
• Defining SMART goals
• Drawing out an actionable plan
  • Establishing online presence
  • Supply of Content
  • Increasing the site authority
  • Raising the reach & awareness of the brand
  • Organic and Paid marketing to bring leads
  • Record, Reflection, analyze and optimize

How Strategyworks helped LeanMantra:

1. Establishing an Online Presence.

With an actionable plan in mind and ample information about the market and company, our team dove straight into establishing an online presence for the client. To achieve that, we-

• Created a high-quality website, 
• Furnished it with the brand logo, the brand theme, the company’s vision, and mission statement,
• Elaborated in clear words what the company offered. 
• Created official company profiles on relevant social media sites like Facebook, Linkedin, Instagram, Youtube, and Twitter.

2. Supply of Content.

After establishing a basic online presence, we implemented our next plan in line. In order to bring our audience to us, we started with 

• Posting content at regular intervals.
• Supplying more and more information about the courses offered 
• Identifying relevant topics that our audience was interested in and publishing blogs every week.
• Regular posts on social media on a weekly basis.

3. Increasing the Site Authority

With our posts ongoing, we implemented optimization for the website to win over the algorithm. Our team undertook the following efforts:

• Conducted Search Engine Optimization to give the website rank a boost.
• Drove quality backlinks to the domain which helped increase the site’s authority
• Distributed content on various platforms to drive relevant traffic to the site
• Analyzed visitors’ behavior to optimize processes

4. Raising the reach & Awareness of brand

As the company gradually developed a solid presence on the internet, we carried out campaigns to raise the reach and awareness of the brand. The intention behind this was-

• Make the brand’s presence known to a larger audience
• Increase traffic
• Establish a trust factor

5. Organic & Paid Marketing to bring Leads

With our successful execution, the next action taken was – promoting the courses and bringing quality leads. Our team achieved this by-

• Listing the courses on local event sites
• Announcing courses on all social media handles
• Generating leads from search engines and social media

6. Record, Reflect, Analyze & Optimize

With all of our processes underway, we made sure to track our results and improve the process. The was executed through-

• Recording every number to track the impact of our efforts
• Monthly reflection statements and reports to analyze the efforts-impact dynamics
• Analyze the process and brainstorm for improvements
• Implementing new ideas to optimize the process

Outcome

1. Commercial Class website started attracting visitors from India, the USA, and the rest of the world.
2. The digital Presence helped the company to win business contracts effortlessly
3. The average time spent on site was about 2.75 min/per session

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Pirelli’s Business Objective: Grow the followers’ list in the USA

When Was The campaign Planned?

It was planned to do it during the launch of their newest product, the P Zero All Season Plus tire.

What was on Mind:

Pirelli sought to create something unique, interactive, and as premium as would be expected of the storied brand.

Brand Positioning:

To be known as Premium & talked Brand

Challenges & Roadblocks

1. Trying to do something different than the most common search & display ads.
2. The Goal was to give tailored engagement with the users
3. To have a tailored engagement; the important thing was to know the Target market and have the direct conversation with them to get the deeper level and keep the tab on the media cost & spillage

What was done: Showcasing a Thrilling Ride

6S teamed up with New York-based creative agency Engine Digital to craft an immersive and interactive Pirelli experience. The “Highway Zero” campaign provides an exciting first-person ride–along through video segments filmed in California’s Marin County, Joshua Tree, and Lake Tahoe.

Engine Digital used the latest videography technology like Red cameras, aerial drones, and wheel-well-mounted GoPros to capture every thrilling turn.

What was there for User? Apart from thrilling ride?…

Users can virtually “ride-along” to discover the performance and grip of Pirelli tires. As a supplement, an integrated travelogue highlights roadside attractions and points of interest — to the user is truly experiencing the Californian pavement!

Best of all, viewers can enter to win their own California road trip in a Cadillac ATS with the all-new P Zero All Season Plus.

Great Campaign was the first Step, then Next was driving traffic to the successful delivery of a message.

To streamline the digital marketing strategy, the media plan was sliced into four components, each designed for optimal targeting and data collection.

Slice 1: Social Media

Social became a huge component of our campaign in terms of diversity and creativity in use. Facebook and Twitter were our focal points, and here’s a taste of how we used each:

Facebook: tested to find new audience segments, with our large array of ad sets allowing us to find who was responding to what creative and ad copy best. Ads started with over 25 unique ad sets, then were continuously tweaked and updated to reflect user engagement, campaign messaging, and new Pirelli activities during the campaign.

Twitter: At the start of our campaign, Pirelli was lacking a Twitter account – so we created one! (@PirelliUSA) We built their fan base to the 8,500 followers they have today, and coordinated Highway Zero promotions with organic, engaging content. To further establish Pirelli’s positive engagement, we developed the philanthropic #HealthierMan campaign. Pirelli encouraged their followers to use the hashtag and discuss how they’re living a healthy lifestyle. At the end of the campaign, Pirelli donated $10,000 to the Men’s Health Network.

Slice 2: Video Ad platforms

Pirelli provided us with extensive research on their target market, so we knew that video advertising was a great point of entry to connect with our audience as they watched relevant material. Our video strategy included:

1. Running pre-roll ads on YouTube, with creative content to engage users to keep watching
2. Using TubeMogul’s RTB technology to manage video advertising initiatives and gain brand metrics
3. Performing granular user targeting on these channels through categories like geography, language, topics, and interests

Slice 3: Display Advertising

While Pirelli was already using display and search marketing, we sought out the best contextual targeting opportunities and used conversion optimizer tools to boost results. Some of our tactics included:

1. RTB and programmatic buying
2. Creating custom audiences to target in self-serve platforms such as Google AdWords and YouTube
3. Targeting online publications and video channels
4. Developing relationships with media partners, running their technology to find best audiences and placements
5. Optimizing toward people most likely to find retailer locations or view tire specification pages

Slice 4: Key Opinion Leader Outreach

Lastly, we looked for key players in the automotive industry, and we contacted these trusted names to make Pirelli a part of their social presence. Their audiences were a key target market for Pirelli’s P Zero Ultra Season Plus tires. Our Key Opinion Leaders spread their support through:

1. Sponsored posts on platforms such as Facebook and Instagram
2. Full TV-quality Pirelli product reviews on YouTube
3. Encouraging engagement between their fan base and Pirelli through replies, retweets, and links posted

Campaign Outcome Measurement KPI’s

1. The Pirelli Highway Zero campaign received 173,000 visits to date, with 111,219 unique visitors overall
2. Video media delivered over 1 million impressions, with an average cost per view of just $0.04
3. Display media drove over 24,000 visits to the Highway Zero website
4. Total Twitter engagements reached almost 40,000, with an engagement rate of 0.83%
5. Pirelli’s #HealthierMan hashtag was tweeted 2,153 times and delivered 24 million impressions
6. Facebook paid media gained over 90,000 engagements, with a CTR of 1%
7. Social influencer content received nearly 8,000 engagements on non-Pirelli channels

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This case study has been taken from 6smarketing. for educational purposes CIRCUIT DE BARCELONA-CATALUNYA, SPAIN – MAY 15: Sebastian Vettel, Ferrari SF71H during the Barcelona May testing at Circuit de Barcelona-Catalunya on May 15, 2018, in Circuit de Barcelona-Catalunya, Spain. 

VanArts Expectations from Online Marketing initiative

Vanarts wanted to give new look to their website and that will help in acquiring new students, which will result in the increase in enrollment of students in the course.

They wished to highlight the best about their business; detailed information about the faculty and their work, amazing feedback from past students about the program, focus on career opportunities and career options, and overall exit value of the program. Creating a more impactful presence in securing local leads.

What was done?

The website was given a fresh look and feel, and major emphasis was on the UX & UI (user experience & User Interface) & mobility (i.e. making the website responsive, as almost 80% of the visitors on the website were coming from Mobile devices, Data was captured from Google analytics)

Each course content was given a better structure and highlighted the student’s work prominently.

Utmost care was taken in migrating the website, keeping in mind the Page authority & domain authority is not lost during the process. Also, a fresh strategy was defined for SEO, putting relevant Tracking code using Google tracking manager & other social media elements and conversion pixel codes on the website

Lead Acquisition Challenge

The major challenge was to get lower CPA & CPC costs than expected in local markets, competing against Vancouver Film School and the Art Institute. While search campaigns targeting India performed especially well, VanArts wanted to also increase applications from local students due to immigration issues with international students. To focus on reaching potential students in BC and Alberta, remarketing list search ads (RLSA), as well as local remarketing display banners were done. In addition, also did a custom content piece on The Daily Hive, a native advertising format that garnered great results.

In terms of Analytics, implemented a strategy and performed a restructure of the whole account. Prior to engagement, the Analytics setup was only tracking total leads and total applications at a very high level. custom reports were created to monitor progress throughout the enrollment year and pinpoint opportunities.

Outcomes & KPI’s defined for this

VanArts got a new website and fresh leads to accompany it; year-over-year, leads increased nearly 60%, and they spent more time on the site due to streamlined, informative content. Custom Analytics provides valuable intel for continually optimizing conversion points.

• Total leads: 60% YOY increase
• Total applications: 25% YOY increase
• Average time on site: 2:30 (vs. 2:13)
• Average pages/session: 2.51 (vs. 2.29)

Digital Marketing Case study – Mountain equipment company based in Canada, a leading retailer of outdoor sportswear, specialized gears, and active lifestyle services.

Vision from Digital Marketing Case Study

MEC wishes to become one of the most popular online e-commerce stores for sportswear products, wishes to give an improved online shopping experience for their members.

Sportswear products are a seasonal business and it was challenging for MEC   found it difficult to cater their Google AdWords account to the seasonality and fast product demand changes.

Current Challenges

Existing PPC campaign had few challenges.

The account lacked proper structure; they couldn’t quickly identify which items were selling, and ad groups weren’t tightly themed. This caused MEC’s cost-per-click to be higher than desirable.

Campaign Structure was rebuilt

Keywords and ad copy were refined to become more relevant to one another, while irrelevant keywords were cut out.

Ad groups were tightly-themed, making it easier to quickly react to seasonal product demand changes. Optimized keywords were added to suggest related products to consumers.

The Result

Every 1$ spend they started making $17