Fintrade1 Началото

Successful B2B marketing practices that combine the use of social media with the power of Google

In 2016 we started working with our client Fintrade – a non-banking, financial institution specializing in business lending. As with any B2B client, here, at the beginning of our work together, we had serious challenges, which were to research the market, define the right target audiences and choose the right digital channels to reach them. One of our main advantages at the time was that apart from banking institutions, there were no other major players in the market to take a significant advertising share, and small businesses needed a partner like Fintrade. He just didn’t know it existed, and we had to fix it. This is how we implemented successful digital marketing for B2B.

The beginning

As a first step, we created a media mix based on our detailed study of the digital environment and assumptions about audience behavior that we wanted to validate with the client. We relied on mandatory channels such as Google Search, as well as purely image and traffic-generating sites such as Facebook and the Google Display Network. We wanted to achieve a large scope of the campaign, to build a serious audience and then to analyze the behavior of individual micro-audiences, which we had previously defined. In this way, we were able to correctly and easily identify the target audiences and optimize the performance of our campaigns – both at the level of requests made by users and in terms of budget. After the first 3 months of work we had the following conclusions:

  1. Our highest quality audience, in terms of performance and site behavior, is brought to us by the Google Search channel /no surprise to anyone/.
  2. Google Display manages to generate good traffic at a very low cost-per-click and creates a good user base to engage in remarketing with relevant content. However, the results did not happen at the pace we wanted.
  3. Facebook ads report high consumer interest and good performance, but have one major problem – they generate a huge number of loan applications from individuals. This was a case we had to deal with.

In the following lines, we will look at how when the right approaches and content are used Facebook can become a successful B2B channel.

Positioning Fintrade on Facebook is strategically important.

We use content in the form of banners, posts, videos and articles aimed at small business owners. With posts and articles we aim to give advice and present good practices in business management. They generate average monthly CTR values of around 7%, which is a high result and speaks of good levels of engagement on the part of the audience.

Two Lead Generation campaigns were a great success. One goal was to download a booklet (in pdf format) with merchandising tips, and the other was a small business management guide. More than half of the people who downloaded the books indicated that they were real business owners, which showed that the campaigns had reached the right audience. A key factor in the success of Facebook as a channel is the screening of legal entities through proper targeting. To this end, we focus mainly on Lookalike and Remarketing audiences.

Applying the described approach, combined with increased presence in Google Search (we are talking about over 98% achieved Impression share), and limiting image formats, we managed to reduce advertising budget by 30%, improving the effectiveness of campaigns with each passing month. Because Google Search is not a channel that can influence the volume of monthly searches, budgets have varied according to audience behavior. But here we had the understanding and support from the client to be flexible and respond to the needs of the moment. Which was an important prerequisite for success.

The role of the landing page

Analyzing the indicators and digital behavior of users on the Fintrade site, after several in-depth discussions with the client, we decided it was time to make a special landing page different from the company’s site. Its purpose was to provide consumers with the most important information they need, while directing them to our main goal – the implementation of conversion (in this case what we measure under the term “conversion” is the client to make a request for a business loan). In the digital environment, the user’s attention, including the B2B target user, it can be lost in seconds, so it is crucial to outline the consumer path in our own digital assets clearly.

Here’s how the results for the Google Search and Facebook (remarketing) channels have changed, while keeping the strategy and changing only the site with the landing page:

1
Apart from the fact that the results improved, they remained stable, without drastic changes in user behavior or outflow from the site. Periodically, together with the client, we updated the landing page with new activations so as to maintain the interest of the audience.

Working with the client and the importance of them understanding our work

Every agency needs to understand the business model of its clients. However, this cannot be at a level that businesses themselves can analyze and give advice and recommendations. Fintrade is an example client who gives us guidance and advice every month in terms of:

  • Clients and what interests / motivates and urges them to action

  • How a meeting goes physically and the “selling” of the service

  • What are the trends and innovations in business and demand

Thus, we built a process with monthly meetings, where in addition to reviewing results, we also comment on business issues, customer behavior and business services. This gives us the option to be able to “draw” a strategy from communication and messages for 1 to 2 months ahead.

Separately here we have the option to do different tests and monitor how successful they are. An example of this, according to our client Fintrade, is that we tested using a vision of posts with the highest CTR to become a creative banner, which in itself shows great results and allowed us to be effective as an advertising and from the resources we invest in production.

If this case study with concrete results has intrigued you, you probably want to know more about our approach. We offer you to meet to discuss whether and how your business can be influenced by a well-established digital marketing strategy and well-implemented communication, taking into account your business and marketing goals. When we work together, we will create a concept tailored to your current and future digital assets. And last but not least, we will commit to solid results. We will be committed to the realization of digital assets and advertising and you will receive detailed reports on consumer behavior and advertising communication costs. If you like this approach, you can send us an inquiry through our intuitive inquiry form, in which you choose with a few clicks exactly how we can be useful to you. Then we are on the move.

You can also see the case study in the video we did on the case:

superHUMAN PORTFOLIO

Toyota Case Study carousel

Toyota Hybrid – I know why

Our customer Toyota Balkans turned to us to achieve one of the most important goals of the company for 2016 - 100% increase in sales of the company's range of hybrid cars.

READ MORE

IUVO Case Study carousel

Direct response and lead generation campaign for IUVO GROUP OŰ Estonia

Our client IUVO GROUP OŰ Estonia turned to us with a great challenge - presenting a new investment opportunity for Bulgaria - peer-to-peer.

THE TASK
The aim of the campaign was to present the platform to the most relevant audience, to gather a sufficient number of leads from interested target users and to create expectations for the next phase.

READ MORE

Idelyn Case Study carousel

Summer campaign for consumers on the Black Sea coast

Our client Valmark came to us with the challenge to increase the visibility and sales of Beliema from Idelin in the summer - one of the strongest seasons for the product. Our strategy was to provide quality content plus segmented targeting to reach the right users at the right time.

READ MORE

Fintrade КОГАТО ПРОМЯНАТА В ПЪРВОНАЧАЛНАТА КОНЦЕПЦИЯ Case Study carousel

When a change in the original concept may be your best ally

Or how timely analysis of the results reminded us again that there are no universal solutions to work in every channel, and what we did with this information

Last summer, our client Fintrade launched a new communication platform - "Ally". The development of an entirely new landing page and the replacement of existing messages and vision with new ones led to a decline in results. Conversion rate in their main communication channels Google Search and Facebook reported a decline of over 50% in the first days of the campaign.

READ MORE

MedixAlvina Case Study carousel

Medix Alvina Deluxe Perfume

We have all come across the clichés used in advertisements for detergents:

  • Housewives who love to wash dishes;
  • Children who are constantly dirty;
  • Softeners that they bring to a parallel reality;

The Medix Alvina Deluxe Perfume campaign was aimed at escaping them.
In the lines below you can find out what approach we decided to bet on, how we implemented it and what it led to.

READ MORE

БРЕМЕННОСТ И ДЕТСКОТО ЗДРАВЕ Case Study carousel

FORUM PREGNANCY AND CHILD HEALTH

We present you our case study in connection with one of the largest Investor events.
The fifth consecutive "Pregnancy and Child Health Forum" is one of the largest and most recognizable forums of this nature, which this year managed to gather nearly 2,000 guests in two days.

READ MORE

Aladin Case Study carousel

WHAT TO DO WHEN THE OLDER ONES LINE US UP FOR THE DONER KEBABS?

What was the situation when the client came to us?
We all know who aladinfoods are, so we can afford to skip the introduction section. As you read this, you know who we are and what we do. You may already be solving the puzzle of why we met and wanted to work together. And the missing piece is the online store, where you can order food for home.

READ MORE

Britanica Case Study carousel

“Growing up together” with BRITANICA Park School

What was the situation when the client came to us?
In all likelihood, today is not the first of June, but a child's holiday can be any day when he feels significant and valued while curiously exploring the world. That is why we accepted a cause as our own.
The first private park school in Bulgaria - britanica park school opened its doors in September 2019. The new generation school combines innovative teaching methods with a complete atmosphere for family environment and comfort. We liked the freedom and unadulterated behavior that the creators of bps adhere to, developing the individual capabilities of each child.

READ MORE

Prestige Case Study carousel

Culinary competition with "Homeland"

A video campaign realized with the help of PRESTIGE 96 and their loyal audience
You know that the topic of sweets is a sensitive topic - for men and women, for young and old. In the Xplora office, however, the jam is respected and the truth is that we have no problem with it. Not only is our afternoon breakfast guaranteed, but the imagination of every hidden talent in cooking allows itself to run wild with the products of Prestige 96.

READ MORE

ZagorkaIPA Case Study carousel

ZAGORKA IPA – BULGARIAN BEER FOLLOWING A BRITISH RECIPE

In winter, the sweetest thing is to dream of a warm summer and a cooling beer in hand. Let's do it together while talking about Zagorka IPA - the Bulgarian beer according to a British recipe. With its pronounced citrus bitterness and aromas, it was created for people in Bulgaria looking for new and different beer flavors, while at the same time presenting them with a beer close to their favorite taste.

READ MORE

Batiste Case Study carousel

Campaign with Eva

If you follow the profiles of Batiste Bulgaria, you have surely noticed a mysterious lady who sweetly talks about her daily life and how many times she has been "saved" from dry shampoo. Yes, that's me - Eva. I love to share my beautiful days with you - and not that I lead a fabulous lifestyle, I just know how to see beauty in the smallest things.

READ MORE

2 ArianaRadler Case Study Carousel

@ ariana.radler – 0.0% alcohol and 100% freshness

We had to make Ariana's Instagram profile the main communication platform for Ariana Radler 0.0%, as well as focus the audience's attention on natural ingredients, new flavors, freshness and the perfect combination of soft beer and fruit juice.

READ MORE

VIESSMANN ОБРАЗОВА Case Study carousel

How Viessmann educated the whole segment about what heat pumps are and what their prices are

Some projects turn us into master confectioners, others teach us how to use "GG" in everyday communication. There are projects that help us easily find the "out of the box" space and those in which we work harder to enter the boundaries of the box. Working with Viessmann was a little bit of everything, but most of all, a big dream of all of us came true - to be magicians and to manage the seasons. And before you offer us to wave a stick and say "Action, summer", let's tell you a little more about the specifics of this particular "magic".

READ MORE

If you want to watch fresh videos and case studies from us, sign up for our YouTube channel 🙂