Within the past few years we have been suddenly awakened to the dangers caused by the mismanagement of waste. We are now faced with dealing with past accumulations of waste and also with the tremendous task of establishing new solutions to combat the ever increasing amount of waste produced by businesses. Waste Initiative required help with their digital marketing to maximise this opportunity to prove how versatile they are across all industries and no waste management problem is too hard for them to handle. Waste Initiatives had previously dealt with inexperienced Digital Agencies and consultants who had not provided them with a marketing strategy to take their business to the next level. We were keen to turn this around for our client and provide them with advice which would exemplify the possibilities and potential of their business in these critical times.
Our clear-cut strategies provided our client with a plan to generate positive ROAS and also provided Waste Initiatives with a marketing strategy which would give them a more professional and reputable brand. To achieve these results, we increased brand awareness, conversions and lead generation across Google, Facebook, Instagram and LInkedIn. Simultaneously, we maintained consistency of the brand and message across all platforms to further strengthen our results.
With the success of the immediate increase in conversions driven by Google Ads, we encouraged the client to revamp their website. Their previous website did not reflect the business accurately. In redesigning this site, AdVisible and the Waste Initiatives team engaged in a comprehensive analysis of the potential website user experience. We considered the new, younger audience our campaign had attracted as well as enquiry types and the audience personas for this business. Additionally, we showcased their range of products, capabilities, smooth user flow to conversions (i.e. call to actions buttons, enquiry forms, clickable phone numbers, emails and click to call) and most importantly designed the site to show their audience that they were the industry leaders.
We structured their Google Ads to make it transparent that they have an extensive range and state-of-the-art equipment for any situation by creating specific campaigns for individual equipment types. In this way we focus on customers who already have an idea of what their waste situation is and equipment they are looking for. We also redirected focus from the perceived target demographic (over 50s, company directors and males). After combined industry, competitor research and the initial Google Ads campaign to show our client that the younger demographic (25-54, female, managers, C-suite and E-assistants) had greater conversions. We increased bids for this new, younger demographic, which resulted in more conversions for our client.
Waste Initiative became dissatisfied with their SEO provider, as the Google Ads traffic conversion results were superseding the SEO traffic. Our AdVisible team utilised SEMrush to analyse backlinks, drop in ranked keywords and review competitor insights. We found that the previous SEO agency utilised a lot of ‘black hat’ or unprofessional practises we did not agree with and not in line with our core values. Over the next three months we reconfigured their SEO, which resulted in some website ranking fluctuations, as we slowly discontinued previous linking techniques. Using strategies like on-page SEO, Waste Initiative position and conversions began to consistently grow.
As their success continued, there was an opportunity to expand this growth. Over six months, we took the time to re-educate the Waste Initiatives team on the advantages of a social media presence. We discussed the sales cycle, touchpoints, and how engagement with digital platforms such as Facebook, Instagram and Linkedin worked. We also explained how we analysed our data to give them marketing insights and information about their customer base. Understanding their own engagement with the digital world also allowed the Waste Initiatives team to understand how vital their digital marketing strategy was to their business, and how conversion paths worked.
Waste Initiatives has been going from strength to strength as results consistently improve month by month. From the beginning of last year their website traffic and conversions have both increased by 150%. When lockdowns were implemented due to Covid-19, they still steadily increased traffic and conversions by 50%.
I am proud of our team for achieving outstanding results for our clients and working together towards a common goal.