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.
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.