Enovatek Energy Solutions
At A Glance
15X
5X
Client Testimonial
Backstory
Backstory
Challenge
Even though Enovatek’s solutions were unique, environment-friendly, and capable of reducing the energy cost significantly for their customers, they had their own share of problems. Most of their solutions were geared towards real estate/property developers or military organizations and could potentially save them thousands of dollars in energy costs.
Also, since they have a presence in multiple locations, their sales team is pretty large and dispersed. Because of this, they lacked visibility into the activities being conducted by their salespeople. They had absolutely no way to track the number of calls they were making, the number of emails they were sending, or the number of site surveys they were undertaking.
The lack of visibility into the performance and productivity of their sales teams translated to a number of missed opportunities.
Enovatek realized that they needed to change their strategy and come up with a creative solution if they were to build brand awareness, increase visibility in a big way, and become the market leader in their niche. They needed a partner who would understand their unique needs and offer tailor-made solutions to tackle their challenges head-on.
That’s when they reached out to us at Brew.
Our Strategy
We also needed to make sure that we had the right kind of content that would appeal to these people, convey Enovatek’s value proposition clearly, and drive them to their website’s landing pages. Plus, we needed to arm them with the necessary technology and tools to automate and streamline the sales process.
Based on our analysis, we came up with the following 5-pronged marketing strategy for Enovatek:
1. Creating Buyer Personas
The ultimate objective of marketing is to influence buyer behavior through your messaging. But how would you know what they want to hear if you don’t know who they are?
The better you know your customers – their needs, wants, challenges, experiences, pain points, and motivation, the better you’ll be able to engage with them using personalized content and recommendations. This is exactly why it’s so important to define your ideal buyer personas.
With that in mind, we proceeded to interview Enovatek’s existing ideal clients and defined their ideal Buyer Personas. For example, the buyer persona shown below captures the complete story of how Facility Manager Felix makes a purchase decision.
Such buyer personas proved to be immensely useful in helping us craft the right messages and content to influence Enovatek’s target audience and generate quality leads.
2. Running Targeted Ads
The second aspect of our marketing strategy was to run a number of digital ad campaigns for Enovatek in order to drive leads to their website and landing pages. Based on our research and analysis of their ideal buyer personas, we figured out that the best platforms for advertising would be Google and Facebook as most of their target audience were likely to be found there.
Here’s an example of a search ad we ran on Google for Enovatek:
Search ads with relevant and engaging copy, optimized with the right keywords helped us drive quality leads to Enovatek’s website
We also ran a number of retargeting ads on the Google Display Network and on Facebook. Retargeting ads proved to be extremely beneficial for Enovatek because their sales cycles were pretty long, typically ranging from 3 months to a year. It was crucial that they remain top of mind among their target audience during this time. And retargeting ads helped us achieve just that.
Here are some examples of retargeting ads we ran on Facebook:
We created a number of ads with attractive visuals and engaging captions that articulated Enovatek’s value proposition very clearly. These proved to be very effective at driving quality leads and helping them be top of mind among their audience.
3. Search Engine Optimization
We also realized that the Enovatek website needed a lot of work from an SEO point of view. Their site loading speed was very poor which adversely affected their rankings. So, we focused on improving the site speed and other technical aspects as well as the content on the site.
We made sure that their landing pages and product pages included relevant and useful information optimized with the right keywords. We also drove a number of quality backlinks to their website which helped them improve their rankings over time.
Source: Ahrefs
As a result of it all, Enovatek ranked very well on Google across several countries and started to get a decent flow of leads.
Enovatek appears as the #1 organic search result on Google for a number of industry-specific keywords.
4. Account-Based Marketing
Once we knew who their target audience is (based on the buyer persona exercise), we leveraged a few third-party tools to obtain a database of prospects who are Facility Managers in the region. We then sent them a series of emails using Salesforce Pardot as the marketing automation tool.
Here’s an example of an email workflow we used to reach out to Facility Managers:
A typical lead nurturing workflow on Pardot looked like this: Send email #1 and if they respond, remove them from this list and proceed to send email #2, and so on.
Here’s an example of one of the outreach emails we used:
As you can see, the content is geared towards Facility Managers and includes a call-to-action (CTA) towards the end. The CTA leads them to a Solar Air Conditioner ROI Calculator which we built for Enovatek. Once a prospect enters some details and hits “calculate”, it displays a form to collect some information about the lead and then displays the ROI information.
The ROI Calculator displays some compelling information such as the amount of time it would take for the customer to recover the cost of a solar air conditioner from Enovatek. This turned out to be very effective at influencing Enovatek’s buyers and changing their brand perception.
5. Marketing Automation
Apart from using Pardot for account-based marketing, we also leveraged the marketing automation tool to nurture leads generated from the Enovatek website. For this, we created some lead capture forms on their website as shown below.
Once someone uses this form to send an inquiry and arrange for a site survey, they would be going through an email journey that we set up on Pardot as shown below:
Such workflows helped us automate the lead nurturing process in which emails would be triggered at certain predefined intervals of time. Through these series of emails, we helped prospects learn a little more about Enovatek, their solutions, and how they could solve their business problems.
The emails were engaging, useful, and communicated Enovatek’s value proposition quite clearly. They also included clear calls-to-action which created a steady flow of leads for the sales team.
Results
Our SEO efforts together with effective advertising helped to grow their traffic by 15X. The new improved sales management process and a higher inflow of leads helped them grow their revenue by 5X.
Our Approach
When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:
- SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
- Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
- Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
- Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends
Comprehensive SEO Audit
We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.
Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.
Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.
Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.
It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.
This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:
Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.
The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.
Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.
Tracking & Monitoring of Collectius’ Web Performance
To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.
With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.
Digital Content Strategy
Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.
This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.
From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.
Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.
Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.
Backlink Acquisition
To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.
Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.
As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.
This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.
Outstanding SEO Results for Collectius
Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:
Significant Traffic Growth
Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.
Expanded Keyword Reach
There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.
Top Rankings in Local Searches
Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.
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