Hmlet - Salesforce Marketing Cloud
At A Glance
67%
28%
3-month
Client Testimonial
Backstory
They also give access to monthly events such as yoga classes, book clubs and cocktail evenings, enabling users to get access to safe and secure homes at affordable prices.
Over the years, Hmlet has expanded rapidly and currently offers co-living spaces in Singapore, Hong Kong, Tokyo, and Sydney.
Backstory
They also give access to monthly events such as yoga classes, book clubs and cocktail evenings, enabling users to get access to safe and secure homes at affordable prices.
Over the years, Hmlet has expanded rapidly and currently offers co-living spaces in Singapore, Hong Kong, Tokyo, and Sydney.
Challenge
Challenge
One of the lead generation strategies they implemented was replacing the traditional lead form with a conversational chatbot. The idea behind this was to engage prospects and deliver a more personalized experience while boosting leads.
..and it did.
After installing the chatbot, they witnessed a 50-60% increase in leads. However, they didn’t see it reflect in their conversion rates.
Hmlet needed help to bridge the wide gap between leads and sales and that’s when Brew Interactive was brought onboard.
Solution
We studied their existing lead generation tactics and on delving deeper, we realized that the leads generated through the chatbot were predominantly marketing qualified leads (MQLs).
What’s more, the chatbot acquired basic details from prospects such as their name, email address and phone number. This information was not enough for the sales team to engage with prospects, strike valuable conversations and convert them.
Due to this, it got difficult to convert the MQLs to sales qualified leads (SQLs). Here’s what we did to boost conversions.
1. Built a customer journey to make leads sales-ready
In order to nurture leads and move them through the sales funnel, we built a customer journey using Salesforce Marketing Cloud’s Journey Builder tool.
The goal of this journey was to convert MQLs into SQLs. Every step was engineered basis behavioral data to drive engagement and conversions.
Customer journey to move prospects down the sales funnel
Let’s take a detailed look at this journey – once a prospect shows interest, they are sent an email, thanking them for their interest with a ‘secure booking’ call-to-action.
Thank you email
On clicking ‘secure booking’, they are directed to a landing page posing a lead form. Apart from the basic details, this form intends to capture vital information such as move-in date, duration of stay and budget.
Landing page asking for additional details
Once they share this information, it’s captured in the database which can be accessed by the sales team. They now have the information they need to contact leads, personalize the conversation basis the data they have and offer value, guiding them down the sales funnel.
Here’s an example of a lead that’s filled the form. One look at this exactly tells the sales representative what this lead is looking for, making it easier for them to convert him/her.
Lead details
Those who did not take action after receiving the first email were sent a reminder email after a 3-day wait period and then a final reminder email was sent after 4 days to those who still hadn’t taken the desired action.
Second reminder email
Final reminder email
2. Built a remarketing campaign customer journey
Hmlet’s business model is such that the sales team can only engage leads if their move-in date is within 30 days.
This meant that all those who recorded a move-in date more than 30 days could not be approached immediately and nor did it make sense for the sales team to have to remember to follow-up with them as their move-in date approached.
In order to save the sales team’s time and not dampen their productivity, we built another customer journey centered around remarketing those leads in order to not miss any opportunity.
Customer journey to remarket leads
As per this customer journey, as the move-in date approaches, the prospect is sent an email, asking them to schedule a call with the sales team.
Email asking to schedule a call
On clicking the link, they are directed to a landing page which lets them pick a date and time for the call, as per their convenience.
Calendar to schedule the call
By automating this crucial process, the sales team was able to keep track of all those who needed to be reached out to when the time came while capitalizing on every opportunity to convert them.
Journey Summary
Results
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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