VAS, a leader in connected farm management systems for data-driven dairies, wanted to add paid digital advertising to their marketing mix to help turn site visitors into leads. To maximize this investment, VAS needed a clearly defined customer journey, backed by strong content. They also needed to implement the right tools to track and measure digital performance. VAS sought our strategic counsel to elevate their existing site assets, target its audience online and work to secure quick wins with a digital campaign. Here’s how we set them up for digital success and found their niche audience online.
After an audit of their site and a briefing on their business objectives, we provided recommendations to improve the user experience and nurture visitors across the site to encourage form fills for quick wins. To facilitate form fills, we helped initiate a social campaign targeting potential customers.
On the back end, we installed advertising pixels and tags to track visitor behavior and provide channel attribution for future visitors. Additionally, we helped VAS develop a clear taxonomy and set up Google Tag Manager to ensure better reporting capability against key metrics of performance for each phase and audience.
