Creating qualified contacts: web marketing project for Fratus Pavimentazioni

July 2022

Our Marketing Agency was contacted by this client for the number of qualified contacts, with the ultimate goal of increasing their visibility and turnover. Now let's go into detail about the type of client, the strategy designed and applied and, finally, the results obtained.

Summary:

The customer

First actions and strategy

The development of the project

The results obtained

The customer

Fratus Pavimentazioni was founded in 1983 and over time has become a point of reference in the stone flooring sector throughout Northern Italy and beyond .

For almost forty years they have been putting their experience and passion for the art of stone paving at the service of their customers, accompanying them step by step in the process of creating new stylistic and lasting foundations from which to start to enhance their outdoor spaces.

The client's initial need was to increase turnover thanks to the support of various digital marketing activities, aimed at increasing the company's awareness and, at the same time, generating new contacts interested in the service.

First actions and strategy

The collaboration therefore began in April 2021 and begins with an in-depth strategic analysis thanks to the use of the Connection Funnel , a method that allowed us to have a clearer and more well-defined vision of the activities to undertake in the short and long term.

Then through an online customer questionnaire we have understood what are the main motivations that have pushed these people to choose the Fratus Pavimentazioni service and, at the same time, understand what are the factors that unite them in the purchasing process.

This analysis allowed us to have a more detailed picture of the sector, to then put in place a tailored strategy.

The development of the project

With the information and data received through the customer survey, in full synergy with the customer, we have implemented various actions to increase the awareness of Fratus Pavimentazioni, acquire new qualified contacts and spread the product culture.

• Keyword Research: the first step we took was to research keywords related to the stone flooring sector, in order to better understand the market, study the structure of the new website and optimize the contents from an SEO perspective.

• Website restyling: thanks to the previously listed point, we have studied and created a clear structure both on the user side and on the search engine side. The website has an optimization of the pages for mobile viewing (smartphone, tablet).

• SEO Optimization: After the detailed analysis done on the keyword research, we focused on optimizing the site pages to try to acquire additional traffic organically.

• Google Ads Campaigns: we have designed and created campaigns aimed at intercepting the conscious demand of users in the orbit of the services offered by Fratus Pavimentazioni.

• Social Media Advertising campaigns to intercept latent demand , to increase company awareness and finally, to generate qualified contacts through lead magnets.

• Editorial Plan: with the full management of the company's Social Channels (Facebook, Instagram and Pinterest above all), we are disseminating elements aimed at creating notoriety and trust, such as completed projects, reviews, what they say about us and, last but not least, specific articles aimed at covering the information searches of users in the orbit of stone flooring. Specifically, these articles are also sent through the newsletter, to try to build a fixed presence within the minds of contacts.

• Remarketing site visits: given the number of users on the site, we created remarketing campaigns on Google and Facebook to bring back to the website users who had already made a first visit.

• Email automation: In line with what was said above, we have created inspirational guides. To nurture those who have downloaded these free insights, we have created automatic emails with which to introduce the company and establish a relationship.

Results obtained

A little over a year after the start of the project, the results are very satisfactory (many actions are still in progress), but let's let the numbers speak for themselves ( Data source: Universal Analytics, Google Analytics 4 ).