CASE "ECODEVELOP"

Ecodevelop is a renewable bioenergy company that develops biogas plants in Ukraine. With the advent of the green energy tariff, the relevance of this business has grown manifold. The company started as a start-up that needed strong marketing to develop further. At the same time, Ecodevelop had a very complex product, with a large average check (1 million euros) and a long transaction cycle (about 12 months).

At first, the company tried to build marketing on its own, but there were no requests or clients at all. At the same time, the market situation was unfavorable due to the quite aggressive marketing from the most competitors on one hand but breaking their obligations in production on the other. Because of this, investors initially had mistrust towards the companies which develops biogas plants.

Ecodevelop wanted to develop correct positioning to disassociate itself from the negativity of the other competitors and build trust in their company. They also needed qualified applicants as early as the first month of operation.

Ecodevelop needed to reach first positions in the Google search for the main keywords related to the development of biogas plants within six months. The company also planned to receive at least 10 applications per month, and two of them had to be qualified as potential customers. Such requests like from rural households, that could maintain a biogas plant for 5 MW, are considered as qualified. For example, these are farms with more than 50,000 livestock or large businesses that needed to process waste.

Digital Marketing Audit

Services Provided

Objectives

The Challenges

Background

Digital Marketing Strategy

Google Display

Content Marketing

Paid Social

Google Search

seo

Strategy & Implementation

The challenge was not easy. Marketing in the B2B segment of renewable energy requires a special approach and in-depth expertise. We started our work by conducting an audit of all marketing, which was conducted by Ecodevelop's internal team.

The audit revealed that there was no overall promotion strategy, the website had inadequately designed content, SEO optimization was missing, and paid traffic from Google Ads and Facebook Ads was not working at all. Once we have discovered all the problems, we began to rebuild the promotion strategy. The strategy consisted of several stages.

We have spent quite a lot of time with the client, learning the specifics of their business and how the product is made. Ecodevelop has one of the main advantages over competitors – the development of biogas plants is made by a company from Germany with worldwide production experience. Also, Ecodevelop had already their own project with 24-hour video streaming. Next, we did an analysis of the audience and how they interact with the company. Then, we did a competitor analysis and determined how they engaged with their audience and what communication channels were used. The next step was a comprehensive audit of the client's marketing.

Customer audience and business analysis

We wanted to achieve synergy in promotion channels. When all the edits had been made to the website after a comprehensive audit, we have started the implementation.

Implementation

First and foremost, we began to build SEO optimisation on the website.

Having formed a separate part of CJM for Facebook, we decided to optimise all advertising campaigns for calls to Binotel (call-tracking system and virtual PBX) and created a single-name customised conversion in Events Manager.

Separately, we prepared texts for Facebook and set up advertising campaigns for the posts that received the most coverage and interactions.

Then we have set up retargeting campaigns on Facebook and, at the same time, started setting up advertising campaigns on Google Ads. These were branded search campaigns, campaigns with commercial and near-thematic queries.

Because Ecodevelop had a very long deal cycle, we immediately created audiences for 30-, 90- and 360-day remarketing and have set up separate remarketing campaigns. We have forwarded some of the traffic from the remarketing campaigns to articles on the website that were tailored to the portraits of the target audience.

Since the client's data initially was not collected correctly, and it was not clear what is working best in advertising, we started to build an assumed Customer Journey Map.

Generating a Customer Journey Map

First, we have identified the main portraits of the target audience (CPI), these were the investors and large agrarians. Within these portraits, we identified which investors and which positions among agrarians would be potential buyers.

Afterwards, we have outlined the main points of customer interaction with Ecodevelop. Besides the website, the company often participated in agricultural exhibitions and conferences. Media presence is very important for investors, so all offline activities were also included in the Customer Journey Map.

One of the main channels for attracting clients was organic search on Google. We have assembled a semantic core with basic commercial, informational and near-thematic queries.

Then we have identified key topics that would be interesting to farmers and potential investors: renewable energy market trends, return on investment for a biogas plant, green energy tariffs, profitable recycling, etc. We have distributed the topics for posting on Facebook and on the Ecodevelop website.

Before launching the advertising campaigns, we have fully researched and visualised the potential client's actions before a possible conversion. To do this, we used Google Analytics and Facebook Pixel tools, among others. We have also identified any obstacles that customers encountered before making a conversion on the website.

The next step was to build the logic of the advertising campaigns in Google Ads, including search campaigns, KMS (display), remarketing (KMS and search).

After the first month of collaboration, we started working with external links and crowd-marketing to promote the site to higher positions in Google's organic rankings.

results