Europlan engaged Virtual Marketers to help drive digital marketing performance and meet their business KPIs related to annual revenue and, specifically, online quotes and sales for their commercial and work-from-home furniture solutions (a portion of overall revenue, as they also handle offline sales in a B2B context).
A key constraint for them was a lack of inhouse expertise to effectively grow and manage digital marketing campaigns that would meet their objectives.
Approach
We established an ‘always-on’ digital marketing campaign across paid search and paid social channels. Crucial to this was setting phases for the delivery of the campaign, from initial benchmarking of performance and spend, to optimisation and continuous improvement to maximise results. This was all reported via a bespoke dashboard.
Solution
We were responsible for the planning and strategic direction of the campaign, from keyword research (identifying search markets), audience targeting and media budget forecasts, to creation of ad creative, messaging and building the campaigns to go live.
Virtual Marketers provided continuous feedback of performance insights and opportunities to improve the client’s offering, including what products or services to promote and which ones to de-prioritise in order to maximise return on investment.
This is part of their ongoing reporting framework to this day, informing decisions at senior leadership and board-level.
Website & Sales Results - Between Jan 2020 and Nov 2020
Overall traffic to the Europlan website increased by 24.7%.
Product quote requests increased by 51.1% compared with the period prior.
The increased web traffic and conversions led the client to set a much higher target for the 2021/22 FY - a sign of improved business confidence in their marketing and operations, despite the threat of Covid-19 throughout 2020.
“We’ve been working with the Virtual Marketers Team since March 2020, over that time we made the decision to bring all of our digital management under the VM umbrella. They have a very talented team that span multiple specialties, this delivers a huge amount of value into our business. Alana and the team provide relevant and tactical advice which positions us to leverage our investment really effectively and this is having a remarkable impact on our digital activity.
We receive excellent account management and reporting tools that make it easy to track performance and analyse data. My job has never been easier than it is right now, our business is in great hands!”
Emma Bell-Norris, Brand & Marketing Manager
