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