The project
Esnova Racks is a company dedicated to the manufacture of racking and industrial storage systems. Its more than 50 years of experience in the sector allows it to offer its customers an agile service, based on simplicity and with a large number of references in stock capable of adapting to any type of business and warehouse.
In addition, it uses cutting -edge technology, providing freedom of design, full autonomy in manufacturing and a guarantee of maximum quality in all its industrial racks. On the other hand, it is a company committed to the environment, as it applies a reverse logistics formula, a technique that reduces the industry's carbon footprint and pollution, promotes recycling and the reuse of parts, products and goods.
Lead generation is a very important aspect when developing a marketing strategy in digital environments, as it transforms traffic from a company's channels into high-value contacts and then directs them along the sales funnel until they become customers.
In order to be able to carry out this type of actions in this project, throughout its trajectory at Izertis we have set ourselves a series of objectives, among which some stand out, such as the following:
- Solving positioning problems
- Increasing lead generation and conversions
- Increase visibility, positioning and brand awareness in the digital environment
Challenges
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Creation of a lead generation strategy -
Creating a monthly SEO strategy -
Producing specialised quality content -
Analysing target audiences for the implementation of advertising campaigns -
Creating a customised analytics and performance tracking plan
The solution
Develop a lead generation strategy through various actions such as the following:
- Initial SEO analysis: before starting the project, we carry out a detailed audit to find out and explain to the client the weaknesses, strengths and opportunities offered by their website. The results of this action allow us to determine which are the key points to prioritise when developing an SEO strategy.
- Creation of an SEO strategy: with the aim of improving the online positioning and visibility of the corporate portal, a strategy is created to develop a wide range of actions to boost the business through the organic channel, in addition to encouraging the capture of quality traffic that will boost conversions. This includes actions such as the creation of keyword research, the development of personalised quality content and the optimisation of content on the website.
- Creation of personalised advertising campaigns: the main objective of the actions related to online ads is the generation of leads. To this end, customised advertising campaigns have been created both nationally and internationally (Chile).
- Drawing up an analytical plan and monitoring results: development of a dashboardto show various metrics and KPIS that allow us to analyse the level of traffic received, as well as the number of leads and conversions obtained thanks to the actions carried out through the digital strategy, among other aspects.
The result
Improved results, achieving a significant increase in the number of organic calls and sessions from 2019 to the present day.
Significant increase in the volume of lead acquisition in 2022 through all three conversion methods (email, call and form submission).
Increased interest in the brand's products, with nearly 20% growth in catalogue downloads by 2022.