{"id":3581,"date":"2021-11-28T00:05:44","date_gmt":"2021-11-27T21:05:44","guid":{"rendered":"https:\/\/www.ads-wind.com\/uncategorized\/kompleksnoe-marketingovoe-prodvizhenie-b2b-kompanii-investlab\/"},"modified":"2023-09-13T09:35:08","modified_gmt":"2023-09-13T06:35:08","slug":"kompleksnoe-marketingovoe-prodvizhenie-b2b-kompanii-investlab","status":"publish","type":"post","link":"https:\/\/ads-wind.com\/en\/cases-en\/kompleksnoe-marketingovoe-prodvizhenie-b2b-kompanii-investlab\/","title":{"rendered":"Investlab’s comprehensive B2B marketing promotion. Laboratory equipment"},"content":{"rendered":"
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The main source of new requests for the company is Google Search Ads, which generates 70% of new calls to sales managers. Before launching the ads, the main task of the agency was not only to increase the flow of requests, but also to reduce their cost, which we started doing from the beginning of 2020 and are still doing today.<\/p>\n<\/div>\n

\n

\"\"<\/p>\n

(on the screenshot the price reduction from more than 400 UAH at the beginning of the work, to 200 UAH, after a number of optimization works)<\/p>\n

Google Ads<\/b><\/h1>\n

Reduction of prices per request through contextual advertising was carried out through optimization of the advertising cabinet:<\/span><\/p>\n

    \n
  • region segmentation;<\/span><\/li>\n
  • expansion of minus-word lists;<\/span><\/li>\n
  • through search queries;<\/span><\/li>\n
  • purging ineffective keywords;<\/span><\/li>\n
  • writing and testing new headlines and descriptions for advertising campaigns.<\/span><\/li>\n<\/ul>\n

    For ease of work and transparency for the client, all work reporting is provided in a dynamic Google Data Studio report.<\/span><\/p>\n

    Before launching contextual advertising, there were made a number of edits to the website:<\/span><\/p>\n

      \n
    • clickable phone numbers;<\/span><\/li>\n
    • corrected errors when working with the shopping cart;<\/span><\/li>\n
    • added necessary information for working with the catalog;<\/span><\/li>\n
    • automatic conversion of prices on the website depending on the NBU exchange rate (dollar, euro);<\/span><\/li>\n
    • optimization of the website on mobile devices.<\/span><\/li>\n<\/ul>\n

      After implementing these changes on the website, the cost of an application through contextual advertising dropped by 40-60%.<\/span><\/p>\n

      Facebook Targeted ads for B2B<\/b><\/h1>\n

      The second source for “mining” applications is targeted advertising in Facebook \/ Instagram.<\/span><\/p>\n

      At the start of the work, all possible tools were tested:<\/span><\/p>\n

        \n
      • lead forms;<\/span><\/li>\n
      • website conversions;<\/span><\/li>\n
      • quizzes;<\/span><\/li>\n
      • traffic to promotions;<\/span><\/li>\n
      • post promotion.<\/span><\/li>\n<\/ul>\n

        The most effective tool in terms of solicitation for B2B is quizzes.<\/span><\/p>\n

        To optimize advertising on the quiz, we used the <\/span>Ads Quiz\u00a0<\/span> platform. This service allows you to perform all the necessary actions for effective advertising customization, namely:<\/span><\/p>\n

          \n
        • install the facebook pixel;<\/span><\/li>\n
        • set up integration with mail and email distribution;<\/span><\/li>\n
        • duplicate all requests to telegram chat (for faster response of sales managers);<\/span><\/li>\n
        • clear and visually beautiful interface for the user who takes the survey;<\/span><\/li>\n
        • make the quiz a subdomain;<\/span><\/li>\n
        • the possibility of automatic redirection after passing the quiz.<\/span><\/li>\n<\/ul>\n

          \"\"<\/p>\n

          (front page of one of the quizzes)<\/span><\/i><\/p>\n

          \"\"<\/p>\n

          (this is how the feedback form looks like, the user will receive an e-mail with the desired group of products)<\/span><\/i><\/p>\n

          \"\"<\/p>\n

          (example of automation of mailing from quizzes)<\/span><\/i><\/p>\n

          Thus, when a potential client leaves a request in the quiz, he or she receives an e-mail notification with an offer, which will be discussed by the manager during the call.<\/span><\/p>\n

          Moreover, after sending a request, there is a possibility of automatic forwarding. In our case, we forwarded users to a closed Viber group.<\/span><\/p>\n

          That is, from one potential client we receive not only a phone number, but also an e-mail (we immediately interact via mailing), as well as a contact in messenger (viber). This format allows us to increase the conversion rate and improve communication with the potential client.<\/span><\/p>\n

          JivoChat – online chat<\/span><\/h2>\n

          To keep the user on the website, as well as to increase the number of inquiries on the investlab website, we installed a chat widget. This tool allows to increase the number of requests from the website, as it is not always convenient for the user to call, so for many users it is a great solution to write to the chat and get an answer.<\/p>\n

          \"\"<\/p>\n

          (number of chat requests from the website)<\/p>\n

          During the time that the chatbot has been running on the website (12 months), over 700 messages have been received, which is a great rate for a B2B business.<\/p>\n

          Another must-have channel for B2B businesses is email newsletters. In our case, the open rate is in the range of 20-30% per month, which is the average in this niche. Email marketing is great for maintaining contact with existing and potential customers.<\/p>\n

          Conclusions<\/span><\/h2>\n

          I hope the information was useful for you and it will help your business to get more applications with better quality.<\/p>\n

          We are ready to discuss cooperation with your project. Please fill out the form below to do so.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

          \n
          \n
          \n
          1650<\/div>\n
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          \n
          \n
          $11<\/div>\n
          \u0441\u0442\u043e\u0438\u043c\u043e\u0441\u0442\u044c \u0437\u0430\u044f\u0432\u043a\u0438<\/div>\n<\/div>\n<\/div>\n
          \n
          \n
          $28000<\/div>\n
          \u043e\u0431\u0449\u0438\u0439 \u0431\u044e\u0434\u0436\u0435\u0442<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"author":3,"featured_media":2364,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[75,76,78],"tags":[100],"class_list":["post-3581","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cases-en","category-contextual-advertising-google-ads","category-targeted-inst-facebook-ads","tag-lead-generation-2"],"acf":[],"_links":{"self":[{"href":"https:\/\/ads-wind.com\/en\/wp-json\/wp\/v2\/posts\/3581","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ads-wind.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ads-wind.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ads-wind.com\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/ads-wind.com\/en\/wp-json\/wp\/v2\/comments?post=3581"}],"version-history":[{"count":46,"href":"https:\/\/ads-wind.com\/en\/wp-json\/wp\/v2\/posts\/3581\/revisions"}],"predecessor-version":[{"id":5039,"href":"https:\/\/ads-wind.com\/en\/wp-json\/wp\/v2\/posts\/3581\/revisions\/5039"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ads-wind.com\/en\/wp-json\/wp\/v2\/media\/2364"}],"wp:attachment":[{"href":"https:\/\/ads-wind.com\/en\/wp-json\/wp\/v2\/media?parent=3581"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ads-wind.com\/en\/wp-json\/wp\/v2\/categories?post=3581"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ads-wind.com\/en\/wp-json\/wp\/v2\/tags?post=3581"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}