Schoondergang.co.uk: Profit through hours saved and automatic lead tracking.
Schoondergang has been a leading all-round supplier for professional kitchens in the Dutch wholesale kitchen market for nearly 100 years. The company keeps the process around design, manufacturing, installation and maintenance entirely in its own hands.
Every day they receive completed contact forms and information requests for their professional kitchens and kitchen equipment.
Among these are also many leads that leave only an email address, where the follow-up of these leads is was done exclusively manually occurred.
The (adverse) results of this:
1. Follow-up is done once (read: sending 1 email). This is a missed opportunity, as many leads only respond after 2-5 emails.
2. Follow-up was not done consistently. Because of daily busyness, it often happened that a lead was followed up several days later. Schoondergang wanted more consistency in this because lead follow-up must be done tightly and quickly.
Schoondergang and SearchUser
Schoondergang has been an Adwords/bing client of SearchUser for some time, in conjunction with landing pages.
These ads were running very well, but like the website, opt-ins were not being tracked consistently. Therefore, SearchUser was asked to come up with a solution for this.
What we implemented for Schoondergang are the set steps we always follow with our B2B clients:
Segmentation: segment leads based on buying urgency
Foundation: Develop PDF to collect leads
Reach: social advertising
Follow-up: automate emails
Step 1: FUNDERING
Collecting leads on the website through e-books.
With only a contact form on the website, the threshold for visitors to leave data is often too high. Free downloads are a good trigger to collect data. Therefore, we first ensured that there is a low-threshold way on the website to collect leads.
Step 2: SEGMENTATION
Segmenting leads based on buying urgency and industry
Once a website visitor wants to download a PDF, we immediately segment the target audience by buying urgency. This way, we ensure that the following emails match their situation. Moreover, as soon as a lead indicates a concrete need for a kitchen, sales staff can immediately follow up with the lead.
Step 3: FOLLOW-UP
Targeted follow-up based on responses from leads
Then, using marketing automation software, we make sure that the subscriptions end up in a specific list and are automatically followed up appropriately.
After the request, leads receive a confirmation email. In it, a question is asked based on the reason given.
Is there no response to this email? Then the lead will receive another email with a reminder after a few days.
Through a form, readers can then indicate when they want to be called.
Step 4: RANGE
Promoting the e-book through social advertising
To create large reach for the downloads, we used both Facebook and LinkedIn advertising.
Here we can target hospitality entrepreneurs in a very targeted way. For only a small budget per day, you can already reach a large target group. With a simple but eye-catching image, we invite the audience to download the free e-book.
Leads that sign up through this route are also followed up automatically.
The result
Schoondergang previously collected leads through Adwords, Bing and their own sales team, but not as many through the website. Due to daily busyness, leads were not being followed up consistently.
SearchUser has ensured that there are free giveaways on Schoondergang's website, this ensures that the barrier for leads to leave data is lower. Thus, Schoondergang collects leads faster.
Once leads have entered their information, they will come into marketing automation justified in which they
This method of working saves Schoondergang very many hours.
Do you also want to collect more leads and follow them up automatically using marketing automation?
Then take a look at our services, what we can do for you. Or contact us directly here.
