Case Study: Creating a Digital Marketing Strategy for Palmex India
In this article, we will share some strategies and our approach to creating visibility for Palmex India online to reach out to potential customers including, architects, construction managers, hotel owners, and other key decision makers primarily within the real estate and hospitality business.
Palmex is a synthetic thatch roofing solution made in Canada and sold in over 63 countries worldwide. The manufacturers entered the Indian market by partnering with Gaja Digital Agency's sister concern Arsha Consulting who became the exclusive seller and distributor of Palmex in India and took on the responsibility for execution of projects as well.
Creating an India Specific Website
We began by creating an India-specific website for Palmex to showcase the range of Palmex variants available to suit the needs of India's vast domestic market. We knew that it was important to demonstrate a stable, trustworthy, local presence to engage with our new, Indian customers. We had to reach out to prospective customers by sharing a portfolio of work and demonstrating our on-ground capabilities. We also wished to share references and testimonials to highlight our ability to finish projects to deadlines, so we could close a sale and begin a long-term relationship.
The website was the first step in this journey. On our site we talked about the advantages of Palmex - a unique synthetic thatch roofing solution, we explained its many advantages over natural thatch, shared news, and displayed our growing portfolio of work. Having seeded the right content, we created marketing campaigns to drive website traffic.
We also created this blog page and started interviewing architects to create profiles of important and upcoming talent in the industry. We wrote features and listicles on building trends, sustainability, new materials used in construction, and started publishing valuable content to engage with readers in an organic manner.
Anticipating Customer Needs Via Simple, Helpful Features
Some websites fail to include readily usable contact information for customers. However, we knew that in order to drive sales, the Palmex India team had to be easily reachable. In mid-2017, we made it hassle-free for potential clients to get in touch by including an 'Instant Call Back’ feature on our website.
Clients could now simply enter their contact number and our sales representatives would get in touch with them within 30 minutes. Now, owing to the much higher volume of incoming requests, we have changed this policy, and guarantee a callback within 24 hours. But it is still a great way to turn requests for information into clients and convert curious visitors into paying customers.
Creating a Rich Social Media Presence
After our website and blog were up and running, we began focusing on generating leads for our sales team via PPC (Pay Per Click) campaigns and building brand awareness through social media. We created a viable presence on Facebook and LinkedIn by sharing original content and curating content from other publications. We built a community using LinkedIn groups, increased engagement and reach by sharing a variety of content, including photos, videos, and infographics, and launched an Instagram page as well in 2018.
Generating Leads Online
Initially, we launched a Google Ad Words search campaign in August 2016 to generate leads online. To start with, we framed our messaging to target our primary customers (hotel owners) who were looking for the right products to use in the construction of their property. Soon, however, we realised that it would be far more effective to target specialists - architects, contractors, and builders - online because these people had the power to drive purchase decisions for the multiple projects that they were handling. This tweak resulted in us changing the keywords and copy for ads - and resulted in a massive growth in the number of keywords, which jumped 333.33%, going from just 12 in August 2016 to 52 in January 2018.
We hope that you found this article helpful to conceptualise and finetune your own go-to-market strategy. Please keep visiting our blog for more industry know-how, and feel free to write to us for more guidance on our products and services.
Preeti Prakash | Journalist