From startup to +150% lead in the B2B sector of HACCP consultancy for food companies: how did we do it?

Introduction

In an increasingly competitive market, the effectiveness of digital marketing strategies is measured by the ability to generate qualified leads and transform them into paying customers.

Today we want to demonstrate this by telling you a case study in a hyper-competitive sector where the user path is complex and hindered. We are referring to Haccp consultancy where our client, Eko03, stands out by offering a 360° service. There have been many challenges but thanks to continuous collaboration the company is growing more and more.

The Client: Eko03

Eko03 stands out in the B2B panorama for its offer of specialized Haccp consultancy for the food sector. It is a company that works in the territory of Bergamo, Brescia, Milan and Monza Brianza and is aimed at an audience of entrepreneurs in the food sector. In addition to offering consultancy on the manual, training and food analysis , it supports companies in requesting food certifications, pest control and in the field of workplace safety specific to food companies.

Customer requests

The client's goal was to take care of the online communication aspect with a focus on lead generation. Obviously we are talking about qualified marketing leads that their sales department then turns into customers.

The challenge: from start up to established company

When we started our collaboration, the company was a start-up with big ambitions but without a website or a communication strategy.

The online communication strategy has therefore played a crucial role in this growth path, transforming a young company into a leading player in its sector, also thanks to the collaboration of the client who listened to and implemented all our advice.

Each step of the communication strategy was designed to attract qualified leads, as requested by the client, and guide them through a studied path that culminates in the conversion into paying customers.

Thanks to this integrated and strategic approach, our client has managed to emerge in a competitive market, distinguishing itself from local competitors.

The Strategy: Connection Funnel Method

Without an analysis and a clear definition of the strategy to be implemented, you cannot expect to obtain results. To do this, we used the Connection Funnel method as a pillar of the strategy, a multi-phase strategic approach that allowed us to map the customer journey, identify critical touchpoints and define clear and measurable objectives.

The first phase involved the creation of a market analysis , aimed at understanding the dynamics of the sector, customer needs and competitor offerings. This allowed us to identify customer differentiation opportunities and define the communication path to take to effectively respond to the target's needs.

Starting with an in-depth analysis of the market and target audience, we were able to understand the needs, expectations and behavior of the company's potential customers. This knowledge was essential to personalize the communication approach and offers, ensuring that each message was relevant and resonated with the desired audience.

Through the Connection Funnel, we outlined a strategy that integrated different digital marketing activities, from SEO and content marketing to targeted advertising campaigns, with the aim of attracting, engaging and converting the target into qualified leads and, ultimately, loyal customers. Each stage of the funnel was carefully planned to build and maintain a constant dialogue with the audience, educating them on Eko03's values and services and guiding them towards the purchase decision.

This method not only allowed us to optimize the allocation of marketing resources, but also provided a clear view of the effectiveness of various initiatives, allowing us to quickly adjust the strategy in response to feedback and results obtained.

The Connection Funnel also involved defining specific KPIs to monitor progress and evaluate the effectiveness of the strategies implemented, allowing for continuous adjustment and optimization of marketing tactics.

The Website: Online Strategy Center

The EKO03 website was the first front we worked on. Obviously before starting to create campaigns it is essential to have a website that is performing and responsive on multiple devices. This is because without a landing page as a landing page for campaigns, you cannot believe you will have a return in terms of leads or start to position yourself for some keywords.

We created the site using the WIX platform because it is high-performance on the marketing side. The site has a well-defined structure so that a potential user who lands easily understands who the company is and what it does.

In particular we have created:

• a homepage with all services, company description and a clear call to action relating to contacts,

• pages related to services with internal form,

• contact page

• blog

There are multiple contact points within the site to simplify communication between a user and the company. We are talking about chat, "request a quote" button, email link and phone number.

SEO: Foundations for Visibility

SEO is the second step that comes as a consequence after having created the graphics of a website. A website without an SEO strategy is like a car without a steering wheel: it has no direction and sooner or later it crashes, overtaken by other faster cars that have a very specific destination.

The first step was to apply the keyword research carried out in the initial phase with the strategy, in the individual pages of the site. All the technical elements such as the title tag, meta description and contents were optimized in relation to the main keyword chosen. In addition to the page loading speed, SEO contents play a fundamental role in positioning in the SERP and therefore in trying to be intercepted in the first organic results by potential customers.

This has been applied across the entire site and of course maintained with constant optimization in order to increase zoom authority and as new competitors enter the market every day.

In the graph below you can see the trend of the domain over a 12-month period and as you can see the trend is in line with the seasonal trend.

Link building

The main challenge was the low Domain Authority of the site due to its newness and the hyper-competitive B2B sector, which made it difficult to compete for high difficulty keywords in the food consultancy sector. Our link building strategy focused on strengthening the authority and relevance of the page through an accurate link acquisition campaign via a dedicated platform.

We took a targeted approach, identifying and collaborating with high authority sites thematically related to the HACCP sector. This allowed us not only to acquire quality backlinks, but also to increase the visibility of our site to a relevant audience. The selection of link building partners was guided by an in-depth analysis, targeting sites that not only had a high Domain Authority, but were also recognized as authoritative sources in the food sector.

Campaigns on Google and Meta platforms

Google and Meta advertising campaigns further amplified Eko03's visibility. By precisely targeting the target audience, these campaigns generated quality traffic to the site, increasing the number of leads. The choice of channels, demographic targeting and continuous optimization of the campaigns allowed to maximize the ROI of the advertising activities.

In the competitive context of the B2B food sector, ensuring optimal online visibility and effectively reaching the target audience are fundamental objectives. For Eko03, we have developed a strategy for using Google Ads and Meta Ads, focused on well-defined objectives, such as Maximize conversions and lead generation.

This approach has allowed us to significantly improve our client's online visibility, generating qualified traffic to the site and increasing conversions on the site such as:

• form filling,

• calls,

• email requests,

• chat requests,

• newsletter subscription.

With Google Ads, we leveraged the power of online searches to ensure that Eko03 emerged as a go-to in critical moments when potential customers were looking for specific services in the food consulting industry. This tactic not only increased the brand’s visibility but also strengthened its authority in the industry, turning brand awareness into real opportunities.

In parallel, the campaigns on Meta allowed to further extend the reach of Eko03's message, reaching potential customers through quality content and lead generation initiatives directly within the platform with internal modules. This approach facilitated the collection of contacts, ready to be directed through the sales funnel thanks to the provision of valuable information materials, such as ebooks, directly via email.

The combination of Google Ads and Meta Ads represented an essential strategic lever to position the client in its sector, exploiting the complementarity of the two platforms to maximize online visibility and conversion effectiveness.

Content for the editorial calendar

A rich and diversified editorial calendar helps us organize the publication of content on social media, blogs and newsletters. The content we produce is purely informative, designed to inform, educate and involve the Eko03 target.

Monthly research is carried out to intercept relevant informative keywords in the sector for which the articles are then optimized. By creating SEO content it is possible to bring qualified traffic to the site and strengthen the brand awareness and authority of the company in its sector.

The importance of an editorial calendar in the context of digital marketing cannot be overstated. An editorial calendar allows you to maintain consistency and regularity in your communication with your audience , which are essential for building and maintaining engagement and trust.

The blog articles are then republished on the client's social networks which, for the reference sector in which the client operates, are Facebook and Linkedin.

Lead Generation and CRM: An Integrated System

The lead generation strategy used lead magnets such as ebooks and informational brochures , which attracted qualified leads by offering them valuable content in exchange for their contact information. The integration of a CRM system, such as Hubspot, then allowed these contacts to be managed effectively, automating follow-up and personalizing communication based on the specific needs and interests of each lead. All contacts from the site and active campaigns then flow into the company CRM and this allows the customer's sales department to modify the information of the individual lead and update their profile after contacting them again. The CRM is essential for having a complete picture of the progress of the contacts and for monitoring customers.

Results: Growth and Satisfaction

The tailored strategy implemented for EKO03 has produced tangible and measurable results: a substantial increase in marketing leads, increased online visibility and a significant improvement in the conversion of these leads into paying customers.

Lead Scoring: Optimize Your Lead Qualification Process

The lead scoring process is essential when implementing lead generation activities as not all leads have the same importance. Lead scoring therefore allows you to assign a score to each lead based on their interactions with the website, content downloads or their engagement in an email campaign sent (e.g. clicks on a call to action). The goal is therefore to precisely identify the most interested leads and ready to be approached by the sales team.

Every action taken by a potential customer is evaluated and through automations the most interesting leads flow into a dedicated list.

When a contact reaches a certain score and is therefore inserted into the dedicated list, a notification automation is activated and the customer receives an email to be notified that there is a lead to contact with all the details of the contact itself.

This methodology allowed the entire internal team to focus their energies on the most promising contacts, reducing the time spent on managing less interested leads and increasing the chances of conversion . Lead scoring proved to be a crucial tool for optimizing the sales funnel, ensuring that the sales team interacted with marketing leads at the most appropriate time, thus increasing the probability of successful sales negotiations.

The personalization and efficiency introduced by lead scoring have transformed the lead qualification process into a precise and dynamic mechanism, allowing our client to significantly improve sales performance.

Conclusions

The case study of EKO03 demonstrates the importance and effectiveness of having a well-planned and carefully executed digital marketing strategy. By adopting an integrated approach that combines SEO, online advertising, content marketing and lead management, it is possible to achieve tangible goals and consolidate one's presence on the market. The case study told today is therefore a clear example of how a well-planned and executed digital marketing strategy can make the difference, transforming a start-up into a solid business. This highlights the power of targeted communication and an optimized online presence in positioning a company for success in its sector. We thank Eko03 again for choosing us as their partner.

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