Case Study: Techwin’s Digital Marketing Success

Background

Techwin, a leading provider of stainless steel dairy equipment, embarked on a comprehensive digital marketing campaign to boost online visibility, increase traffic, and drive conversions. The first month’s efforts focused on SEO, Google Ads, and chat marketing, laying the foundation for long-term digital growth.

Objectives

• Enhance website visibility and traffic through targeted SEO strategies.
• Increase product awareness and conversions via Google Ads.
• Leverage chat marketing to improve customer engagement and lead generation.

SEO Strategy and Implementation

Initial SEO Audit
We began with a thorough SEO audit to identify on-page optimization opportunities, focusing on aligning key pages with Google Ads campaigns and resolving technical issues like 404 errors.

Optimization Efforts

• Optimized Pages: Enhanced 40 pages with improved image alt text, targeted keyword integration, and stronger internal linking.
• 404 Error Resolution: Redirected over 100 high-traffic 404 pages to relevant destinations, improving user experience and retaining traffic.

SEO Results

The SEO results for Techwin have shown a significant improvement over the last three months. The data indicates that total clicks have reached 1.25K, total impressions have climbed to 25K, with an average click-through rate (CTR) of 5%, and an average position of 24.6. These improvements can be attributed to a series of strategic SEO optimizations that were implemented to enhance the website’s performance and visibility on search engines.

One of the primary strategies was the content edit on product pages for relevant keywords. By thoroughly researching and integrating the most pertinent keywords into the content, Techwin ensured that their product pages were more likely to appear in search results when potential customers searched for those specific terms. This keyword integration not only made the content more relevant but also aligned it with the search intent of users, thereby increasing the chances of higher rankings and visibility.

Internal linking was another crucial practice that played a significant role in this SEO improvement. By creating a robust internal linking structure, Techwin made it easier for both users and search engine crawlers to navigate through the website. This practice helped distribute page authority and ranking power across various pages, leading to a more cohesive and discoverable site structure. Users were able to find related content easily, which enhanced their overall experience and increased the likelihood of engaging further with the site.

The optimization of product pages with improved image alt text, targeted keyword integration, and stronger internal linking further bolstered the website’s SEO performance. Enhanced image alt text ensured that search engines could better understand and index the visual content, improving the site’s accessibility and search engine rankings. Targeted keyword integration on these pages ensured that the content was aligned with user search queries, making it more relevant and likely to appear in search results. Stronger internal linking provided a clear path for both users and search engines, improving navigation and the overall user experience.

Resolving 404 errors was another critical aspect of Techwin’s SEO strategy. By redirecting over 200 high-traffic 404 pages to relevant destinations, Techwin retained valuable traffic that would have otherwise been lost. This not only improved the user experience by preventing dead-end pages but also retained potential customers who might have left the site after encountering a 404 error. Redirecting these pages to relevant destinations ensured that users still found useful content, keeping them engaged and reducing bounce rates.

In conclusion, the implementation of these Google best practices was vital for Techwin’s improved SEO results. The strategic content edits, internal linking, page optimization, and resolution of 404 errors collectively contributed to the significant increase in traffic and impressions. These practices not only enhanced the site’s visibility on search engines but also improved the overall user experience, leading to sustained growth and better engagement.

• Google Search Console Insights: Early data from Google Search Console showed a positive trend in Total Clicks and Impressions, indicating that more pages were being indexed and ranking for relevant keywords.
• Competitor Analysis: We identified strong backlink profiles as a key success factor for competitors like saset.co.ke and initiated a backlink-building strategy to enhance Techwin’s domain authority.

Google Ads Campaigns

Campaign Overview
We launched Google Ads campaigns targeting Techwin’s key products: batch pasteurizers, milk ATMs, milk coolers, and milk cans, with a proposed monthly budget of Ksh 30,000.

Performance Insights

• Learning Phase: During the first week, campaigns were in the learning phase, with Google’s algorithm optimizing ad performance.
• Initial Results: Early signs were positive, with traffic beginning to increase for the targeted product campaigns.

Conversion Optimization

Website Enhancements

• Traffic Increase: Significant increases in website traffic were observed through SEO, social media, and Google Ads efforts.
• Conversion Tools: Contact pages and a WhatsApp chat button were implemented on the desktop version of the site. However, the absence of a mobile-friendly call/WhatsApp button was noted as a potential area for further conversion optimization.

Chat Marketing Strategy

Social Media Presence
With a substantial Facebook following of 28,000 and an Instagram audience of 1,200, Techwin had untapped potential for chat marketing.

Chatbot Implementation
We proposed and began developing chatbot strategies to:

• Educate Customers: On stainless steel and solar-powered dairy equipment.
• Provide Product Information: Detailed specifications, images, and videos of dairy equipment.
• Enhance User Engagement: Through instant responses, personalized recommendations, and efficient support.

ManyChat Integration

• Website Integration: Live chat, lead capture, and product comparison features were integrated into Techwin’s website.
• Social Media Integration: Product demonstrations, customer testimonials, and educational content were shared via Instagram and Facebook Messenger.

Chatbot Flows Developed

• Product Inquiry Flow: Guided users to identify needs and recommend products.
• Solar Power Consultation: Provided solar power benefits for dairy farms.
• Lead Qualification: Collected detailed customer information for sales follow-up.

Key Conversion Strategies

• Educational Content: Positioned Techwin as an industry expert.
• Personalized Recommendations: Leveraged chatbot data to offer tailored product suggestions.
• Clear CTAs: Guided users towards key actions like requesting a quote or scheduling a demo.
• Trust Building: Emphasized Techwin’s commitment to quality and customer satisfaction.
• Incentives: Offered discounts and extended warranties to boost conversions.

Conclusion

Analyzing the primary channels—Organic Search, Direct, Organic Social, Paid Search, and Referral—provides a clear picture of user engagement and behavior.

Organic Search emerges as the leading channel with a total of 6,649 sessions, accounting for 47.08% of the total sessions. This channel also boasts a high engagement rate of 62.81%, with an average engagement time of 1 minute and 26 seconds per session. The events per session are notably high at 6.00, contributing to 39,870 events in total. This indicates that users coming from organic search are highly engaged and interact significantly with the website content.

Direct traffic follows, with 4,203 sessions, representing 29.76% of the total sessions. However, the engagement rate for direct traffic is lower at 38.78%, and the average engagement time is 38 seconds per session. Despite this, direct traffic still contributes 19,631 events, with an average of 4.67 events per session. This suggests that while direct visitors are less engaged than organic search visitors, they still interact with the website to a fair extent.

Organic Social traffic accounts for 1,891 sessions, which is 13.39% of the total sessions. This channel has a commendable engagement rate of 59.55% and an average engagement time of 1 minute and 1 second per session. With an average of 4.59 events per session and a total of 8,675 events, organic social traffic proves to be a valuable source of engaged users.

Paid Search has 1,145 sessions, making up 8.11% of the total sessions. This channel shows the lowest engagement rate at 30.74% and an average engagement time of 23 seconds per session. The average events per session are 4.02, leading to a total of 4,607 events. This indicates that while paid search brings in users, their engagement levels are comparatively lower.

Referral traffic contributes 166 sessions, which is 1.18% of the total sessions. The engagement rate for referral traffic is 57.23%, with an average engagement time of 1 minute and 15 seconds per session. The events per session are 6.18, resulting in 1,026 events in total. This highlights that users coming from referral sources are highly engaged and contribute significantly to the overall interactions on the site.

Lastly, the Unassigned category shows 39 sessions with no engaged sessions recorded. The average engagement time for this category is notably high at 2 minutes and 9 seconds, but no events are recorded, indicating potential issues in tracking or categorization.

Overall, the data illustrates that Organic Search is the most effective channel in terms of session volume and user engagement, followed by Direct and Organic Social traffic. Paid Search, while bringing in users, needs improvement in engagement metrics, and Referral traffic, although smaller in volume, shows high engagement rates. Addressing the tracking and categorization issues in the Unassigned category will also provide a clearer understanding of user behavior.

In just a few months, Techwin has seen a significant uptick in digital marketing performance, with promising early results across SEO, Google Ads, and chat marketing. The strategic foundation laid in this first month is poised to deliver continued growth and success in the coming months.