
Munro’s Accountants and Business Advisors
Case Study
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.
Returning Visitors
Returning users increased 30%, indicating B2B market growth.
Goal Completions
Monthly goal completions increased 51% year on year.
ROAS
ROAS is up due to a unique online distributor-focused sales approach.
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.
Zanda recognised that the changing market necessitated a stronger online strategy. Living Online provided strategic marketing analysis and direction to identify the following opportunities:
The number one objective was to position Zanda as the industry’s first choice for door hardware supply, and deliver the value-add to the market to support the claim.
A Strong B2B marketing strategy was implemented to claim the place of the industry’s first choice for door hardware supply.
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.
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.
As a result, Zanda was appearing for more organic search words in Google and other search engines, which heavily contributed to the 51% year on year increase in monthly goal completions.
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).
This allowed Zanda to attract more qualified website visitors through the compelling Google Ads campaigns, as well as reinforce their brand positioning.
The market responded well with the Google Ads conversion rate increasing 20% year on year. The Google Ads audience targeting with bid adjustments also brought success in attracting specifier and industry markets.
New eCommerce functionality was added to the site, leading the customer through the sales funnel and order stage to their chosen distributor. The distributor then completes the transaction with the customer by phone or in-store.
During an 8 month period, there were 158 orders placed which represents the additional sales driven directly to the distributor network.
Zanda Architectural Hardware experienced an unprecedented increase in users and sessions, particularly their target market. They saw phenomenal SEO traffic and conversion growth, and their ROI increased considerably through the new eCommerce functionality added to the site.
Returning Visitors
Returning users increased 30%, indicating B2B market growth since B2C visitors are mostly one time customers.
Goal Completions
Monthly Goal Completions increased 51% year on year, primarily driven by Organic Search.
ROAS
A unique online sales approach has Zanda now driving sales directly to their Distributors.
To deliver this campaign we leveraged the following tools and channels.
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