About the Client
Founded in 1922, the company is part of a renowned multinational that specialises in Fragrances, Flavours and Aroma Ingredients. They develop the flavours that underpin many successful food and beverage brands worldwide.
Key Challenges
While the company is a century old, a lot of new generation stakeholders were not aware about its legacy and offerings. There was a strong need to set a recall value on digital. After initially turning to DG7 through a referral, the client has partnered with us for over four years. The client initially approached us with the below pain points:
• Creating strong Brand Awareness
• Build a community around the brand
• Generate leads that can translate into ROI
Our Approach
Search Engine Optimization (SEO)
We segregated keywords into various buckets by user intent and created different content for each bucket. Keywords using which users were seeking information were used on blogs, keywords with a commercial intent were used on products/ services pages. We reinforced the keyword mapping by performing various off-page activities using the same bifurcation.
Search Engine Marketing (PPC)
We planned campaigns in three layers – top of the funnel, mid funnel and bottom of the funnel. Each campaign had different objectives, messaging and kind of keywords used for targeting. This helped us push users towards the bottom of the funnel generating conversions. On the other hand, all dropped off users were nurtured by remarketing campaigns.
Social Media
We ran a comprehensive audit of what their audience wanted to read and typically engage with. Accordingly, we created a content strategy covering various subjects – from brand, to CSR to services, the brand’s legacy to employer branding, etc. This helped us build a wide community and foster organic engagement.
The Solution
Audience Research
We started with audience research whereby we performed persona mapping – to know who target audiences were, their preferences, digital behaviour, what content they engage with, etc.
Strategy
With the initial research in hand, we started creating a strategy for their social handles, SEO and SEM. Each platform had different sets of audiences and hence different kinds of content that goes on it.
Preparation
We started with the initial setup whereby we performed hygiene activities like integrating various platforms together so that they start speaking to each other, configuring measurement & user behaviour layer, etc.
Community Building
On social, we focused our efforts on building the community first and then to generate engagement by providing content that is of value to the audience.
Niche lead generation
With super-filtered and super-niche targeting we started a lead gen program on Google Search for commercial intent keywords.
Search Visibility
On SEO, we focused our efforts first on weeding out a lot of technical issues on the website so that Google can crawl efficiently and later conducted their on-page and off-page optimization on an ongoing basis.
The Impact
Since partnering with DG7, the client sees most website visitors coming from organic search, and they’ve increased conversions and contact form submissions, while maximizing their marketing spend ROI. Working with us, they’ve seen:
i. SEO
236%
YoY Increase In Organic Sessions
131%
YoY Increase In Organic Form Fills
ii. PPC
21%
Improvement In The Quality Of Lead
33%
YoY Cost Per Lead Decrease
iii. Social
118K
People Strong Community Built
8-10%
Average Engagement Rates
About DG7
DG7 Solutions is an analytics-focused, research-based consulting partner for medium and large organizations offering end-to-end Digital Marketing Solutions.
