Outsourcing marketing for IT companies,
based on our 15 years of experience in the field
based on our 15 years of experience in the field
We were contacted by a company that provides support services for the certification of equipment supplied to Russia. The client operates in a narrow B2B niche, where deals are signed between organizations and the sales cycle is not short. The decision to cooperate in promotion of certification services can take several months: it requires budget approval, assessment of technical risks, analysis of regulatory requirements, and coordination between three or more decision-makers. Sales stability in this segment depends on two key factors:
The client wanted to build a stream of incoming requests from Europe and the US, where potential customers are accustomed to seeing a clear website structure, transparent business information, and professional content. The existing website at that time was unable to generate leads in the required volume and quality.
As a result of our initial analysis, we identified several barriers that prevented us from generating steady traffic and lead growth.
In fact, our goal was to make the website a tool for regular and predictable lead generation on international markets.
We had to work with a very specific B2B marketing for certification firms niche in which:
The promotion of certification services for foreign equipment is always a matter of working "in dialogue". Before signing a contract, specialists need to discuss all the nuances of the deal: from the terms of delivery to the regulatory requirements adopted within the country. Therefore, in this area it makes no sense to build sales on fast aggressive advertising and typical marketing activities: precise formulations, expert content and proper positioning are important here.
We understood that from the buyer's side different specialists will be looking at the website, including not only engineers and technicians, but also lawyers, purchasing managers, and financial directors. This should have been taken into account when developing SEO promotion and content marketing strategy. That's why we proposed the following:
The work on implementing the strategy included several stages. First of all, it was necessary to analyze the current state of the website and eliminate existing errors.
Our specialists conducted a full technical audit, identified and corrected errors that interfered with the operation of the website and the correct indexing by search engines. Special attention was paid to the following:
When performing an audit, INTEG technical experts use various professional tools and services. In particular, data collection and primary processing is performed using Screaming Frog SEO Spider, PixelPlus Tools, Labrika or analogues.
For analysis of traffic and technical conditions of the website, monitoring of indexing are also used Google Search Console and Yandex Webmaster console.
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We have installed Google Analytics and Yandex.Metrica tracking and data collection codes on the website of the equipment certification service provider.
We conducted monitoring of advertising activities and A/B testing to understand which elements of a web resource or advertisement affect conversion and where the leads are getting lost.
Potential clients of the company are located in the USA and European countries and speak different languages. Therefore, we considered it advisable to add five main language versions to the website, turning it into a multilingual web resource adapted to regional specifics.
In total, our team processed 700+ documents, including both technical and legal texts.
In order to correctly convey the meanings and avoid critical errors in the interpretation of regulations, it is necessary not only to master the language perfectly, but also to understand the regulatory framework and terminology. Therefore, in addition to regular copywriters, SEO optimizers and translators, we have attracted experts with experience in promoting specific markets and knowledge of the local specifics of conducting business.
Since the client is involved in the certification of equipment imported to Russia from abroad, it was extremely important for it to gain a foothold in potentially attractive regions from the point of view of lead generation: in the USA and Europe. To expand the business' presence in the American and European information space, our team has developed a systematic and targeted action program, taking into account the cultural, political and technical characteristics of the regional markets.
The behavior, habits of the audience, digital channels, and promotion tools in Western countries differ significantly from those in Russia. Therefore, the emphasis was placed on what plays a significant role in these regions: broadcasting expertise, modeling "live" communication, optimization for new Google algorithms.
In order to reach our target audience as much as possible and increase brand awareness in Europe and the United States of America, we have launched campaigns in the most trusted advertising channels:
On the Google advertising platform, we have implemented remarketing with two different types of creatives: video creatives and graphic ads.
Audiences were accumulated for each certification option and language version. In other words, users who visited the website's pages were shown creatives in their language related to a specific service.
During the project, we managed to increase this channel’s traffic threefold compared to the original one.
The remarketing audiences on this website were gathered separately for each service. Then we set up advertising campaigns for these audiences for all five language versions, using graphics and videos as creatives.
Here we acted a little differently: we collected remarketing audiences for the country and language version of the website. The campaigns were configured separately for the gathered audiences.
Advertising campaigns on FB brought a twofold increase in traffic.
Comment. Outreaching advertising campaigns, provided that the strategy is set correctly, always produce good results from a distance. But this niche is too dependent on the market situation. Therefore, we have changed the traditional approach, allowing additional time to revise the strategy, taking into account changes in the market and revision of restrictions, and worked out the guidelines on how to promote certification and compliance services.
Systematic work with the technical base of the website, accurate analytics, a competent strategy and adaptation of content to an international audience, as well as the use of channels aimed at corporate customers from Europe and the United States – all this made it possible to turn an outdated website into a powerful promotion tool that generates targeted traffic and consistently attracts customers in Western markets.
As a result, we have managed to achieve steady and measurable growth.
The website has stopped to be a formal web representation of the company, becoming a full-fledged platform helping to develop the business. Our client received a steadily growing flow of requests and gained independence from personal contacts and one-time recommendations - that is, exactly the scalable sales model that is needed in complex B2B niches, such as certification of imported equipment.
