The client
An industrial company historically dedicated to the manufacture and marketing of plastic bags, saw its turnover plummet as a result of the ban on the use of single-use plastic bags.
Their recruitment was 100% offline and lacked a good digital presence. The management team was open to change and willing to generate content for the digital channel.
The company had a website that had just been developed by a creative agency, which in no case stopped to think about the usability of the website beyond making it look aesthetically appealing. The website did not represent the company, there was no easily navigable product catalog and even the website lacked calls to action.
Sales were plummeting due to the single-use bag ban. We had to act fast.
The challenge
To restore turnover to pre-ban levels, i.e. to increase turnover by 15% per year over the next two years.
How we did it
We made a market analysis and detected the growing demand for compostable and recycled packaging. We did product research together with the company’s production managers and found that the company’s industrial machinery had the capacity to produce compostable and recycled materials.
Then we developed a new WordPress website with Woocommerce product catalog but without payment gateway, simply giving users the ability to request a quote on each of the references in the product catalog. Of course we established the 301 redirects necessary to not lose the positioning obtained, this modification was made in July 2020.
As can be seen, the number of indexed keywords went from less than 20 to more than 900 in a year and a half.
A process for content generation was then established. A trade show booth was set up in one of the company’s rooms in order to generate content on a recurring basis.
In addition, organic channels such as Instagram were activated where an editorial calendar approved by management was planned.
Finally, automations were established based on the segmentation of the customer database.
Results
- First year sales increase of 10%.
- 20% increase in sales in the second year
- Automation of lead generation through search engine optimization.
- Increase in the number of indexed keywords, from less than 100 to 1,000 indexed words.
- Increased web traffic by more than 1,000%.
"We have increased web traffic tenfold and sales by 20%, with a digital strategy that has improved our visibility and customer acquisition."
