This company is a long-standing and reputable provider of OEM-quality heavy duty parts, offering engine rebuild kits, components, and parts to a variety of industries, such as Agriculture, On-highway Trucking, Marine, Construction, Warehousing, and Industrial. With a target audience consisting of hardworking blue-collar individuals aged 25-55+, predominantly male, they operate in a highly competitive market, facing stiff competition from larger, established players.
Prior to our engagement, they relied solely on Google for marketing but lacked effective tracking and organization. Despite being one of the oldest and most respected providers of heavy duty parts, they had experienced stagnant growth. However, our team identified numerous opportunities for expansion through paid media and organic strategies, which we capitalized on to help this brand achieve its full potential.
The Growth Challenges of a Heavy Duty Parts eCommerce
Lack of Structure
The account needed more organization and a complete calculated structure.
Improve Optimization
Tracking was inflated due to multiple primary events.
Lack of Strategic Funnel
It was missing a true funnel build with an omni-channel presence to complete the user journey from point A to point Z
Our Growth Approach
Re-alignment and organization of the account to optimize targeting:
The first growth strategy involved re-aligning the tracking system to optimize for the correct values and breaking out audience sets and asset groups to improve targeting. This allowed for greater control on product and brand delivery and set the foundation for further growth.
Secondary retargeting approach using Facebook:
The second growth strategy involved using Facebook as a secondary retargeting approach, leveraging the fact that the target market was present on the platform. Video, dynamic catalogs, and single images were used to push direct value to the end user.
Multi-Channel approach and expansion of targeting capabilities:
The third growth strategy involved taking an omnichannel approach and applying learnings from retargeting efforts to boost top-funnel campaigns in a self-sustaining fashion. To grow and scale the account, budgets were increased and targeting capabilities were expanded to reliably grow revenue.
We started by updating the tracking system and ensuring our environment was set up for success. Since it is a custom site, it took some time to get correct coding in the right places (especially with facebook).
Complete Retargeting Set Up
Then we tackled the organizational breakouts (main and tier 2 campaigns) with audience testing and asset creation. We enabled Facebook retargeting with middle and top funnel campaign creative assets.
Scaling and Optimizing Key Campaigns
In the 3rd and 4th month, we started scaling the budget and optimized the key campaigns. With the organizational work and correct tracking in place, we were already beating the numbers from the previous year.
Budget Allocation per Channel
Continual scaling of budgets by about $5k/month until reaching $50k/mo in ad spend on the 9th month. During the 9 months of management, we learned Facebook and Google had the greater opportunity for return and overall scalability. Initially we had some budget on Bing but ultimately pivoted from that channel to focus on efficiency while we continue scaling.
How we increased our returns from the Facebook campaigns?
We created our own video content commercials for our top funnel placements which performed very well! By adding more creativity into specialized content for this specific user group we started seeing the return across the funnel. The key was running a deep audience research and ensuring we followed our insights from the research to the creative execution and testing.
In 2022, we increased revenue from $2,102,054.50 to $4,719,605.11. At our current pace, we are on track for another great year.
Transactions increased by +93.83%
Additionally, we increased our overall users by +101.77% in 2022.
Organic Revenue scaled by +95.63%
Also, our direct traffic revenue grew by +219.79%. Showing that we're improving in brand awareness, LTV, and repeat purchases - opening up the opportunity to scale on email as well.
TOP STRATEGY FOR B2B LEAD GENERATION
Multi-Channel Growth System
Our clients still make substantial revenue on the popular primary channels. But we know that Facebook and Google costs are rising, and scale is limited. So at EmberTribe, we found a path to hit businesses’ goals by methodically tapping into multiple secondary channels. But it needs to be strategic.
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
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