CONVERSIONS IN 2 MONTHS
CONVERSIONS INCREASE
INSTAGRAM MEDIA REACH
FACEBOOK ORGANIC IMPRESSIONS
SPITWATER, founded in Albury, NSW in 1982, has grown into one of Australia’s leading manufacturers of high-quality industrial solutions. SPITWATER is renowned for its extensive product range, including premium pressure washers, vacuum cleaners, scrubber dryers, industrial space heaters, and a newly introduced range of chemical cleaning solutions. SPITWATER’s commitment to providing top-tier products and services has earned it a solid reputation within the commercial and industrial sectors, positioning it as a trusted partner for those seeking reliable and efficient solutions.
Prior to partnering with BKC Media, SPITWATER functioned as a conventional business. Their operations relied on manual record-keeping through log books, written forms, and physical contacts. SPITWATER was looking to enhance its marketing strategy across various digital platforms. Their goal was to embrace a digital transformation to generate more leads and boost revenue, while moving towards a more modern and digital structure.
The approach involved introducing new marketing platforms such as Google Search, Meta Ads, and LinkedIn Ads. Whilst also focusing on gaining a deeper understanding of SPITWATER’s SEO strategy to further enhance their website traffic organically. This was followed by the creation of lead acquisition campaigns that integrated with SPITWATER’s pre-existing HubSpot CRM. The goal was to identify cost-effective lead generation opportunities and scale them up as needed.
The method employed a “crawl, walk, run” approach by BKC Media. The process started with testing different channels, analysing their success, and scaling up successful channels in accordance with SPITWATER’s capacity. This approach aimed to convince SPITWATER that the strategy was working and to ensure that their digital systems and CRM could handle the increased lead volume. The internal processes were also assessed to ensure they could manage the growth, this involved the training of SPITWATER’s sales team to utilise the CRM system, managing leads and revenue. Once a solid foundation was established, SPITWATER was able to invest more in lead generation success.
The digital strategy focused on achieving strong lead attribution. BKC Media analysed the initial data to identify effective channels and geographic areas that could directly generate revenue. The plan involved creating more campaign material across all platforms, defining success metrics for each campaign, and then deploying and improving the campaigns. One example was a campaign for the 2023-2024 end of financial year (EOFY) offering, which was implemented across a range of digital channels to further increase leads and revenue.
Another strategy as part of the digital transformation plan was maximising partnerships with key ambassadors, such as Thomas Maxwell Racing. These partnerships aimed to reach new customers and build brand awareness, serving as a top-of-funnel strategy; utilising channels such as social media and email marketing.
Furthermore, a key aspect of the comprehensive marketing strategy was enhancing SPITWATER’s organic social media presence. This included refining social messaging, creating a coherent and visually appealing brand identity, and expanding the reach and followers. The approach entailed updating the tone of social media posts, introducing product information posts, community posts, and entertaining video content. These efforts were instrumental in generating interest and fostering brand awareness across SPITWATER’s social media platforms.
BKC Media’s “crawl, walk, run” approach, methodically testing and optimising marketing channels, fuelled a remarkable surge in conversions from 2023-2024 compared to the previous period by +115%. With an expanded budget dedicated to performance enhancement, we witnessed conversions double, validating the effectiveness of our strategy.
The targeted EOFY Offer Campaign, primarily focused on new lead acquisition, further underscored our success. The EOFY campaign period saw over 800 conversions over the two-month period. This achievement stemmed from a multi-channel strategy, leveraging platforms like Meta, Google, email marketing (Klaviyo), Kayo, and organic social media. HubSpot CRM seamlessly captured and managed these leads, empowering the SPITWATER sales team to nurture and convert them effectively. Meta proved particularly valuable, enabling us to execute multiple geographically targeted campaigns.
Our efforts to enhance SPITWATER’s organic social media presence yielded impressive results. From August 1st, 2023, to July 31st, 2024, we observed a substantial 300% increase in media reach and a 190% increase in media impressions on Instagram. Facebook also experienced significant growth, with a 235% increase in organic impressions and a 255% increase in post link clicks during the same timeframe. This was achieved through a consistent stream of engaging content, encompassing videos, product information, community posts, educational pieces, and Thomas Maxwell Racing collaborations, further boosting audience engagement.
The comprehensive enhancement of SPITWATER’s digital strategy has unequivocally proven its success. By transforming SPITWATER into a digitally-focused business, prioritising strong lead attribution through both organic and paid channels, the “crawl, walk, run” process has delivered optimal results, significantly enhancing their lead generation capabilities.
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