After having perfecte and consolidate Google Ads campaigns abroad the entire online marketing structure in Italy, the expansion of the Ellero Chairs brand was evaluated by taking an important step. Campaigns were activate abroad, especially in German-speaking countries (Germany and Austria).
In this case, we opte for both German-language and Italian-language campaigns aime at intercepting Italians who had emigrate abroad and were looking for quality Made in Italy products to furnish their premises.
Even in this case the strategic evaluation prove to be successful, the campaigns in fact generate multiple valid contacts.
The trend of the campaigns abroad was similar to that which occurre years before in Italy: after an initial phase of adjustment and optimization, a growth phase followe which le to a constant flow of new contacts.
It is significant to analyze the data collecte by the Italian language campaigns geolocalize abroad, which have had very positive results:
CTR: 9.41% very high considering that we are not doing ADV in our country
Cpc: €0.57 excellent and almost half of that of the campaigns in Italy (with the same budget we therefore bring almost double the traffic)
Conversions: 53 in just over 2 oman phone number library months, or almost one contact per day (an excellent figure considering the significant volume of each order)
Lead nurturing with email marketing.
We also implemente the marketing strategy with an additional tool: newsletters and email marketing automation .
This activity allows you to energy certificate in the send specific and personalize emails to potential customers, cultivating them over time and providing them with quality and valuable information.
It turned out to be yet another correct strategy, as it le to the final conversion of several “undecided” customers, thus maximizing the advertising investment at almost zero cost .
UX restyling of the site, the definitive turning point.
The restyling of the website beb directory was not base on aesthetics or the search for a modern design, but was directe by a Customer Centric philosophy , that is, placing the customer at the center of the strategy.
Since the website is the contact channel between potential customers and suppliers, it had to be an effective and clear tool for the user.