Zanda Architectural Hardware
Overview
Using a strategic marketing approach, Living Online implemented a multi-channel digital marketing strategy to strongly position this national manufacturer in their B2B market and add value for their Distributors.
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Returning Visitors
Returning users increased 30%, indicating B2B market growth since B2C visitors are mostly one time customers.
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Goal Completions
Monthly Goal Completions increased 51% year on year, primarily driven by Organic Search.
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ROAS
A unique online sales approach has Zanda now driving sales directly to their Distributors.
Zanda Architectural Hardware
Zanda Architectural Hardware is the industry preferred supplier of superior, high end architectural door hardware. The exclusive range includes door handles, entrance pull handles, sliding door hardware, door hinges, door bolts, door closers, kitchen cabinet handles, door locks, latches, and entrance kits.
The Problem
Zanda recognised that the changing market necessitated a stronger online strategy. Living Online provided strategic marketing analysis and direction to identify the following opportunities:
Targeting — The current website and digital marketing was attracting and retaining B2C end consumers rather than the desired B2B target audiences.
Positioning — Digital marketing was not clearly targeted with strong positioning messages.
Conversion Optimisation — Conversions were lost at the specifying stage on the website and reliant on the user following up.
UX — Website content was sparse on product pages and didn’t address each market segment’s unique needs.
Goals
Position Zanda as the industry’s first choice for door hardware supply – and deliver the value-add to the market to support the claim.
Distributors/Resellers: Providing online lead generation (from trade and consumers) and value add tools.
Specifiers (Builders, Architects & Designers): Add functionality to the specifying process by also offering online ordering with their chosen Distributor.
End Users: Strengthen the online presence and brand recognition of Zanda as the industry’s first choice for door hardware supply.
The Solution
A Strong B2B marketing strategy was implemented to claim the place of the industry’s first choice for door hardware supply.
- An online ordering tool was implemented (WooCommerce) to provide a new conversion funnel via Zanda (the manufacturer) to drive sales directly to Distributors.
- Renewed website content and copy written to reinforce brand position and optimise for SEO to key market segments.
- Online marketing strategy developed with renewed messaging targeting the B2B market to position Zanda as the industry’s choice due to their innovative and value-added Distributor support.
Digital Marketing Strategy
A Strategic Market Analysis revealed a competitive gap in the market and an opportunity for Zanda to claim a strong brand position.
A Positioning Strategy was developed with buyer personas and key messaging focusing on brand strengths, value propositions and customer intent.
Website content and functionality was assessed in this new model, and new capabilities and copy developed.
SEO & SEM
In early June 2019 new copy was implemented on major pages of the website (Homepage, Category Pages, Products Page and Information Pages). Onsite SEO optimisation was performed to send clear signals to Google as well as reinforce key messages.
Google Ads were updated with “order online” CTAs and market positioning statements. Audience bid adjustments were added to specifier markets (ie. Architectural Services, Door & Window Installation, etc).
The Results
Google Analytics Year on Year Organic Traffic (Sept 2019 vs Sept 2018) shows an increase in Users and Sessions, particularly Returning Users, likely the B2B market since B2C visitors are mostly one-time customers. Visitors are now moving around the site more (increased pages per session) and spending longer on the site, suggesting more value is being obtained.
- 37% Sessions
- 28% Users
- 31% New Users
- 46% Page Views
- 10% Avg. Session Duration
- 7% Avg. Pages/Session
The new eCommerce functionality leads the customer through the sales funnel through the order stage to their chosen Distributor. The Distributor then completes the transaction with the customer by phone or instore.
There have been 158 orders placed to date (Feb-Sep 2019). This represents additional sales driven directly to the Distributor network.
New copy and SEO optimisation implemented in June 2019 resulted in unprecedented Organic Traffic and Rankings growth.
Digital marketing is now clearly targeted with clear positioning messages to the target market/s communicating market position.
- Website copy, metatags and Google Ads copy are now aligned with key messages.
- The market is responding with Google Ads Conversion Rate increasing 20% (Sept YoY).
- Google Ads Audience targeting with bid adjustments also brought success in attracting specifier and industry markets