The Drum Recommends: Commended – Web Behaviour Specialists 250% ROI for B2B brand for Bureau Veritas


The Drum Recommends: Commended is highlighting Web Behaviour Specialists who successfully managed a 250% ROI for B2B brand.

In this series, we explore the finest work created by The Drum Recommended agencies. We will highlight top case studies to guide and inspire you in your journey to select a new agency relationship.

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250% ROI for B2B brand

What you will learn from this case study:

Our approach for global companies: As most of our experience is comprised of working with global companies or companies trying to expand globally, you will learn how we approached the implementation of the digital strategy for a company focused only on traditional marketing for lead generation across multiple markets.

Main results: Using advanced strategies the WBS team managed to bring outstanding results for Bureau Veritas. In this case study you will find the result brought.

Actionable advice: You’ll find actionable advice that will help your company take advantage of the digital tools available in order to get the best possible ROI.

About Bureau Veritas:

B2B focused global leader in Testing, Inspection & Certification services

Established in 1828, Bureau Veritas work across many industries, incl. aerospace, construction, oil & gas, retail, transport & infrastructure and public sector. Offline and online presence at global level in over 140 countries on all continents.

Objective: Brand awareness & lead generation

Lead time: 6-12 months to convert lead into a customer

Website conversions: Request a quote, contact us forms & phone calls

The Challenge

Increase awareness and acquire new leads via website

1. Focus exclusively on traditional marketing

Well known in the market, Bureau Veritas had been acquiring new clients in traditional, offline ways but not getting any leads from the website.

2. Organic Visibility of website

The website was not optimised for search engines so potential customers weren’t able to find it when looking for related information/services.

3. Volume of website leads

The website was not user friendly and mobile optimised so there were no leads coming from the site.

4.Accurately measuring results

Website conversions were not tracked in the Analytics tool, making it difficult to evaluate and justify marketing efforts.

The Solution

Multichannel campaign focused on increasing awareness and online leads

Based on an initial audit, WBS created an integrated global digital strategy focusing the company digital efforts towards lead generation focused activities and campaigns.

1. Website audit

WBS performed a detailed website audit, which covered all of the important aspects of the website, incl. an SEO technical audit, content audit, competitor analysis, usability, navigation architecture, etc. WBS prepared recommendations on how to fix all of the issues, improve SEO rankings, usability & increase the conversion rate.

2. SEO & Content strategy

WBS completed SEO on-site optimisation for certain sections of the site, incl. content and HTML elements optimisation, removing duplicated content etc. We’ve also created a content strategy for 2 new sections of the site.

3. Paid Search

WBS created a new PPC strategy which covered different services, incl. ISO 9001 certifications, Health & Safety, Acoustic & Vibrations, Asbestos, etc. Due to the nature of Bureau Veritas’ business and the time required to convert leads into clients, we ran short-term campaigns for different services, e.g. a 3-month campaign for ISO, 3-month campaign for Health & Safety, etc.

The results

Positive ROI on all digital activities

250% positive ROI 4.3% conversion rate 150 website leads 120% traffic increase

Each PPC campaign brought positive results in terms of website traffic as well as leads generated. The 3-month ISO campaign brought over 110 leads with a conversion rate of 4.3% (site avg. 1.8%). From all delivered leads Bureau Veritas generated a positive ROI of over 75%. The 3-month Health & Safety campaign brought almost 150 leads with a conversion rate of 1.8% (site avg. 0.7%). From it Bureau Veritas generated new business, which delivered a positive ROI of over 250%. WBS continue running campaigns for other services and have started remarketing campaigns to re-engage with customers who did not convert on their first visit to the site, further increasing conversions and the amount of leads.

Bureau Veritas Testimonial:

They deliver great results

Working on a variety of projects together, incl. SEO and PPC, WBS proved to be an expert in their field. They are very collaborative, efficient and professional. They deliver great results, share their knowledge with our team and provide additional insights for strategic business development beyond their initial remit. They are a pleasure to work with.

Celeste Morrissey

UK Marketing Manager, Bureau Veritas

To find out more on Web Behaviour Specialists agency visit their The Drum Recommends profile.



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