Okna&Drzwi
Main brand profiles
We started working with a company in the window and door industry (UK market) in September 2023. Throughout the period of cooperation, we significantly increased sales at the company, as well as the results that the brand’s social media profiles achieved. Let the best reflection of our results be the opinion of the client himself about our activities:
Reaches, visits and new followers on Facebook & Instagram from September 2023 to mid-April 2024 (7 and a half months):
The best advertising campaigns in terms of contact acquisition (leads):
- Birthday campaign (1-2/2024), cost per contact: 3,73GBP – English-speaking users, 9,51GBP – Polish-speaking users;
- Spring campaign (4/2024), cost per contactt: 6,53GBP – English-speaking users, 9,63GBP – Polish-speaking users;
- Black Friday campaign aimed at a Polish-speaking audience, cost per contact: 6.34GBP.
The description of why our promotional graphics work so well:
The promotional graphics clearly presents the offered products. The text is short and precise, providing users with exact information about the promotion. The call-out starts with the word “free”, which naturally increases users’ interest. There is also a human aspect on the graphics in the form of a man on the product image, so the image evokes emotions in viewers.
Results from the graphics described above from the first 24 days of the campaign (cost-per-result is much lower than for the analogous ads):
Another promotion: buy a composite door, get a uPVC door at a half of their price.
The graphic focuses on a comparison, with the central part presenting the products of the offer. As well as being informative, the text on the graphic also includes a catchy slogan; ‘Offers go in pairs – just like our doors!’. It is this image scheme that brings the best results to our 2024 activities for our windows and doors company in the UK.
Best advertising campaigns in terms of user activity:
The best advertising campaigns in terms of user activity under the post:
The themed post, referring to a high-profile event at the Academy Awards gala – got more than 1,000 reactions!
A post encouraging voting with emoticons, showing real implementations in customers’ homes – in addition to nearly 1,500 responses, the post also garnered a record 110 comments.
Video, which reached much lower cost than almost 100% of analogous publications from similar companies:
Whisper marketing (activities in thematic and local Facebook groups):
These activities are performing particularly well among Polish audiences, with a high level of reach especially at the start of our activities in this area (i.e. October/November 2023). The birthday posts were also positively received.
Since February 2024, we have been carrying out word-of-mouth marketing activities five times a week, in around 6-12 groups each day, giving us a reach of 150-300 people per day.
In thematic and local groups, we publish mainly sales content, occasionally interspersed with engagement or image posts. In sales groups, we only publish posts aimed at promoting the brand.
Mailing:
At the same time, we implemented mailing activities for the client. We believe that “the lemon should be squeezed to the end.” If our client is broadcasting ads from various sources, and the “side effect” is to acquire a mailing base, it would be a sin not to create a mailing campaign, where once a month we send messages (framed graphically) with the latest offer / promotion / well thought-out sales proposal.
Thanks to this additional activity, which costs the client at most 1% of the marketing budget, we generated ~100 hits to the account section of the client’s website.
At SocialVikings, we are always looking for occasions to increase our clients’ results at a small cost!
Google Ads:
Google Ads is an integral part of the window&door company’s marketing efforts.It is the main source of getting traffic to the website, which, according to the designed sales funnel, is supposed to translate into product enquiries from customers.
From the beginning of the activities, we started to generate high traffic to the website.
The following months saw an even higher number of hits… however, the main problem still remained – few product enquiries.
Under normal circumstances, companies limit themselves to a perfunctory audit of the website, make rough suggestions as to what might make the site
sell better, but as a general rule they proceed on the assumption ‘the client pays us for google ads, we do them well (because we deliver a lot of traffic), and the sales problems of the client’s site are not our responsibility’.
This approach is defensible by contract. Probably also by virtue of logic, after all that is the main purpose of this service, and the website was not designed by us.
However, at SocialVikings we take the view that it’s the end result that’s important, and if sometimes that requires us to be flexible and do something extra… then so be it!
We conducted the first audit – it yielded nothing.
We conducted a second audit, this time using Hotjar, a tool that is used to anonymously record user traffic on a site, which can often give answers to how a customer is moving and what they are missing to move around the site the way we want them to, or to make contact, as was the case here.
This study gave us mixed data.
On the one hand, users had long sessions on the site, checked out a very large part of the site, did not get blocked at any stage – this is a success, the site is intuitive.
But there was still the problem that after close inspection, few users left a contact.
The website was, at first glance, well designed sales-wise. The multiple calls to action, the value proposition, the key customer benefits were all well demonstrated.
It was a tough nut to crack and we would argue in good conscience that over 90% of companies either wouldn’t have done the audit (because they can’t / don’t want to do anything extra) or couldn’t find a solution here… we, fortunately, made the case for success.
We relied on Callpage, it is a plug-in that strongly urges the user to make a phone call to the company.
After accessing the page, a pop-up pops up after a while with a call prompt in the form of ‘Leave your number and after 28 sec our expert will call you back’. When the pop-up is turned off, there is a visible handset in the right-hand corner, all the while reminding the user of this option.
This was a shot in the arm!
As you see, over 29,000 users resulted in 485 phone calls from clients and filled out contact forms.
The number of enquiries (mainly via callpage) increased by more than 65%, there were days where the number of calls exceeded 20… while before, there were moments with that many enquiries just for a whole month.
The key to success in marketing is experimentation, testing and being open to different activities.
Often the first attempts are not the best, the key is to continuously improve your marketing efforts.
General comments:
We have focused our activities on achieving sales targets, which has translated significantly into maximising results in this area. Thanks to a number of outreach channels, sales are very high and have remained so throughout our cooperation.
We also changed the proportions in which we created image and engagement posts, increasing the number of publications of the latter, which had a great impact on the results of such posts (as can be seen in just a few examples above).
We also regularly publish feedback posts from our customers as a source of social gratification and reassurance of the reliability of the window and door company’s operations in the UK market.
We create graphics for paid promotional campaigns mainly based on product renders, as these are the images that have guaranteed record results in the best campaigns.
We base whisper marketing, among others, on creations with photos of the company’s realisations, as they have a greater impact on the recipients, allowing them to identify with the published materials.
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