Design and develop a comprehensive digital marketing strategy for a B2B brand
A comprehensive digital strategy and implementation
Weengs, a London-based logistics company, pivoted from a B2C mobile app based to a B2B brand, whose main platform would be its website. For this relaunch Interweave focused on designing a comprehensive SEO, performance & communications strategy along with a brand-new marketing website based on Weengs’ USPs against the competition. We worked closely with the founders and the product team to deliver a holistic digital marketing strategy that delivers conversions and results. The goal was to create a sustainable, scalable growth machine which would promote Weengs as a trustworthy logistics company and bring sales.
Meticulous research and design
Following an extensive analysis of the audiences and Weengs’ solutions, each and every page of the website was designed with these two in mind. Aiming from the beginning to use each page of the website as a unique landing page targeting different audiences with relevant content and solutions, a user/audience-centric approach was implemented across all pages.
Multiple template designs were created, while animation and custom made illustrations completed the user experience in pages such as ‘How it works’.
As part of Weengs’ relaunch, the focus was on explaining the world how Weengs end to end fulfilment service works.
The How It Works page was made with custom illustrations based on each step of Weengs’ process. The goal was to showcase in one page how Weengs’ support could truly put at ease all businesses every step of the way.
A WELL-DESIGNED PERFORMANCE APPROACH
Harnessing SEO and performance
As part of Weengs’ sales targets, SEO services were provided, aiming to increase organic visits from search engines and the website visits as a whole.
Most importantly though, Interweave’s goal was to secure a good quality of visits that would have better performance compared to most of the sources in analytics such as bounce rate, pages/visit and average visit duration. Successfully, weengs.co.uk had a 104% increase in organic search visits within only 5 months.
Focusing on a result-oriented approach, Interweave created the whole media plan and run numerous campaigns and ads in several platforms in order to increase visitors on the website and boost sales.
Different ad tactics were tested throughout this process such as Google Search, Branded Google Search, Google Display Network (GDN), LinkedIn, Gmail ads etc. After constant optimisation and testing, a total of 3.7M impressions was gained by the ads (by October 2017) with the minimum media spending.
Digital-first content creation
For the needs of both the website and the campaigns, we were assigned to run a production where we would produce numerous materials in several locations around London. Our target was to catch the right shots which would portray the audience and the drivers of Weengs, delivering or collecting items/packages. Taking a closer look on the content produced, a specific look and feel was followed in an attempt to showcase the values and services of Weengs the best way possible.