Digitalizing business opportunities in the construction market
ABOUT IMOLA TECNICA
Can something be extremely functional and very beautiful at the same time? This was the first question to answer when starting work on Imola Tecnica, a company associated with Cooperativa Ceramica d’Imola that specialises in designing and building ventilated façades and raised floors. Understanding their business was key to developing a strategy capable of highlighting a series of benefits for the people, environments and landscapes of cities of the future. Creativity was needed to properly express those benefits to the highly discerning audience of engineers, architects, contractors and big building companies.
A PURE B2B STRATEGY
A single Imola Tecnica project may cost thousands, if not millions, of Euros. That’s why our client needed a marketing strategy with laser precision to position its brand in digital channels. We carried out a deep analysis of the market and its buyer personas and evaluated our client’s benchmarks to define a digital transformation process. This included a complete redesign of their information architecture and UI, closing resource-draining social channels and opening new ones that were better suited to their audience, developing a scalable content marketing framework, and totally repositioning the brand.
IMPACT: DATA-DRIVEN LEAD GENERATION
A direct impact of the totally renewed and data-driven user experience was a stunning increase in leads per month while CPL (cost per lead) continuously decreased.
The brand-new UI is currently driving interesting growth in reading time (+50% on average since launch) while the perfectly balanced organic and paid traffic volumes render a consistent flow of varied business requests.
See the project online