In today's article I want to tell you about the evolution of a client who has entrusted us with his marketing strategy with the aim of increasing leads and therefore also customers. Our client, OZ Training Solution, operates in the world of aesthetics and for about 1 year we have been supporting him in managing his marketing strategy.
In this article, I will explain what the client's requests were and what has been done to date.
Summary
The client: OZ Training Solution
Defining the strategy with the Connection Funnel method
Search Engine Optimization (SEO)
Campaigns on Google Ads and Facebook Ads
Editorial calendar for content
From a Marketing Lead to a Sales Lead
The Client: OZ Training Solution
OZ Training Solution is a company from Bergamo located in Romano di Lombardia that has been working in the beauty sector for several years. In particular, OZ provides training courses for beauty centers (both for managers and employees) of various types: from training to master the laser, to the holistic sector and up to a course dedicated to the management and finance of a beauty center. Furthermore, the other core business concerns the rental of latest generation beauty machines with cutting-edge materials and technologies. Their machines solve various imperfections for this reason they offer both body, face and even mixed technologies.
They came to us in December last year and their goal was to increase leads that their sales team would then try to convert into paying customers.
The First Strategic Steps: The Connection Funnel Method
As with every project, we initially created the so-called Connection Funnel, that is, we defined a method with all the steps to follow to implement the marketing strategy.
A market analysis was then carried out in order to better understand the sector with its problems, opportunities, the typical customer and the purchasing process. We then analyzed the current situation of the company and therefore the brand awareness, the purchasing process of their products and services and the objectives to be achieved.
It is often thought that strategy is that something extra to implement or that it is only for those who have time and budget to invest. The truth is that without strategy you go nowhere in fact starting to do without having done an analysis and understanding where you want to get to, will not bring you the results you hope to have.
The website
Once the client approved all the activities we started from the website. The company already had a website of their own and to save them budget we decided to improve the current one instead of creating a new website.
Their site is on WordPress and the pages were not functional to use as landing pages for any campaigns. We therefore optimized the pages so that there were these common and essential elements for a landing page:
elements of differentiation of the service compared to competitors,
numerical elements to increase the confidence of a visitor who does not yet know them (e.g. how many cars rented),
list of courses and/or machines with explanation and internal links to the individual course/machine page,
FAQ in response to common customer queries,
reviews from those who have already purchased to increase trust in the brand,
contact form,
Secondary CTA on business pages.
SEO
SEO (search engine optimization) has been another core activity that allows you to bring the right traffic to your website and therefore get more qualified contacts that could translate into conversions.
To do this, we carried out a Keyword research and intercepted the commercial searches that beauticians did and selected the most relevant ones for their business. Once the choice was made, we optimized every element of all the pages from an SEO point of view.
Of course we also fixed all those existing technical errors that "damage" the site and therefore compromise SEO making it difficult to optimize the site itself.
Below is a screenshot showing the performance of the OZ Training Solution domain from before we started working with us until today. The growth trend is the result of constant SEO work and the graph also takes into account seasonal variations.
Google Ads and Facebook Ads
Google and Facebook advertising platforms allow companies to achieve different business goals. Both are perfectly suited to intercept latent demand and therefore the first "discovery" phase within a sales funnel.
Facebook ads
On the Meta platform we have created campaigns for the following objectives:
traffic
lead generation
In particular, for lead generation campaigns it is essential to provide quality content to the user and convey authority; in the case of OZ the client provided us with an ebook. As soon as a user downloads it, they receive it via email.
Google Ads
For this platform we decided to structure the campaigns in the following way:
Search campaigns to intercept searches close to the moment of purchase
display to retarget and bring back to the site visitors who perhaps did not take any action during their first visit.
The focus is always on lead generation and therefore the goal is to maximize conversions.
Editorial calendar: social content, blog posts and newsletters
In addition to the activities listed in the paragraphs above, every month we support the client in drafting an editorial calendar that summarizes the content they need to create on social media to stay in touch with their followers. The editorial calendar also includes blog articles useful for intercepting information searches and therefore improving SEO.
The importance of webinars for lead generation
Over the course of the year, we implemented a strategy focused on the creation of a series of thematic webinars , aimed at involving our client's specific target in the beauty sector. This initiative proved to be a powerful tool for generating qualified leads , strengthening OZ Training Solution's position as an authoritative point of reference in its field.
The webinars were designed to provide valuable and interesting content for potential customers. Each event was carefully planned to provide practical information and useful advice, aiming to create a direct link between the participants and our client's brand. The choice of topics and the participation of qualified guests (teachers of their courses) aroused great interest and active participation from the audience.
In terms of promotion, for each event we carried out several actions across multiple communication channels, including social media, email marketing and the client's website, ensuring broad and targeted coverage. In addition, we adopted a post-event follow-up strategy to maximize engagement and conversion of attendees into qualified leads. For example, we thought about those low-cost promotions on the course with discounts exclusively for attendees.
The results obtained clearly demonstrated the effectiveness of webinars as a lever for the acquisition of qualified leads. The quality of the content, combined with a well-structured promotion and follow-up strategy, led to a significant increase in interest in the brand and commercial contacts, confirming the importance of this activity within our overall marketing strategy.
How to convert a marketing lead into a sales lead?
You must not lose customers or even leads! This is a truth because once you have gained the trust of a potential customer, you must not think that it is enough to maintain the relationship. Furthermore, a marketing lead is very different from a sales lead because the former has shown an initial interest in the company or a product while the latter is more focused on the purchase.
In this regard, we have structured sequences after a user has shown an initial interest such as a request for information, filling out a form to download an ebook, and so on. And here the chapter of marketing automation opens to optimize ongoing campaigns and "nourish" the lead.
When a lead completes a sequence we have created, they are inserted into a dedicated list so that we can send them only targeted communications.
To support the customer in the activity of transforming leads into potential customers, we suggested that they open a CRM to better manage all contacts. The CRM also allows you to see all the sources of origin of the various leads and have a general overview of the contacts at a glance so that the sales person can then contact them and enter all the related information.
After a comparison we made with the client about the business trend after a year, the client told us that all the marketing activities implemented brought several new leads that then turned into paying customers. Numerically, in the month of December the total number of new contacts in the company CRM was 923 new leads and in the graph below you can see the increase in contacts and leads in the various months (NB the CRM implementation took place in April, for this reason there is no data in the previous months).
Conclusions
In today's article we have delved into the marketing strategy applied in a company operating in a B2B market. The challenges have been many but both we and OZ are very satisfied with the results obtained so far.
If you need support to create the marketing strategy for your company, do not hesitate to contact us by clicking here or tell us about your project:
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