Inbound Strategy to Finding Visitors and Converting Leads
Atlas Copco was founded in 1873, is based in Stockholm, Sweden. Their products help customers to achieve sustainable productivity in a wide range of markets including manufacturing and process industries, construction, oil and gas, power, general engineering, automotive and assembly, and much more. They are the leading the development and manufacture of air compressors, vacuum pumps, industrial gas generators and many more compressed air products.
Atlas Copco in the Middle East handles the sales, service and marketing of air compressors, industrial gas generators, expanders, air dryers and filters, compressor parts & service and vacuum pumps; and more.
The Atlas Copco Group is a world-leading provider of sustainable productivity solutions. The Group serves customers in more than 180 countries with products and services focused on productivity, energy efficiency, safety and ergonomics.
Atlas Copco’s primary businesses objective was to increase and exponentially grow their revenue. Their secondary objectives was to improve their brand recall, build an organic following, and improve their website to convert better.
Basically, the landscape of improving traffic to their website (paid and organic), increase the capability of their website to convert better (traffic to leads), and build brand recognition.
Understand the business objectives, identify Atlas Copco’s right audience, read the competitive landscape Atlas Copco operates in and build a unique, personalized marketing strategy that can find their target audience and convert them into a paying customer.
We built OKRs, a framework for defining and tracking objectives and their outcomes, across 4 major verticals:
- Beat the lead generation game with a primary focus on High Intent Leads.
- Maximize opportunities to increase the organic search traffic.
- Successfully establish, implement and improve brand recall.
- Research, test, analyze and improve conversions on the website.
For lead generation, once we mapped their entire Customer Journey, our team built targeting Google Search Ads based on high intent attracting the Middle and Bottom of the funnel with Landing Pages and messaging unique to the Buyer Persona. We also built audiences on LinkedIn and targeted key audiences of high value, fine tuned content according to their problems, needs and challenges.
To top it all up, we built multiple funnels, for each of the buyer personas, to nurture leads, reminding them of their previous experience, and engaging with them to communicate the story, thus improving the brand recall.
We built SEO optimized blogs – with the pillar and cluster model, thereby attracting audiences across their buyer’s journey i.e. from strangers to prospects to leads to customers to promoters. This helped in identifying target audience across their stages in their decision to purchase, and sales to have a long-term relationship with the client, helping them make Atlas Copco their choice.
Atlas Copco’s online traffic is highly inconsistent. But, the website was unable to get visitors to enter the conversion funnel in the first go which was nothing but an opportunity lost for business. The best way to improve their chances and get more conversions was by running an effective conversion rate optimization campaign. We used in-depth data to analyze results, run multiple tests, tweak content to make it more relevant to the visitors, and drew necessary conclusions.
Although we started out with a fairly broad goal, we were able to introduce new concepts to increase lead generation and improve association with Atlas Copco. Not only did we achieve this from our Inbound Strategy, we were able to capitalize on this through all channels.
In Google Ads, since we started running the Google campaigns, we increased the number of quality leads by 50% month on month maintaining an average cost per click of $2.5 in a highly competitive industry. The effectiveness of the leads is higher than 60%, a highest conversion rate in the industry, which clearly identifies leads as super high quality and close to conversion in their buyer’s journey. To add to this, the number of visitors to their website is increasing by 30% month on month, providing avenues to convert additional prospects.