Repeat Digital helped Navitas which is an advanced technology SaaS company to achieve over £1m of sales in just 7 months.
About the Client
Navitas Safety is an advanced technology SaaS company based in the UK, providing health and safety services to both UK and international clients across the food and hospitality industry. The key selling point is that their services are all online. They visualize food safety processes and use digital checklists, routines, and allergen tracking that are all accessible on one database for customer convenience.
The Brief
The brief was to generate leads by using the best digital marketing opportunities to help grow the business. To achieve this, Navitas Safety wanted to focus on reaching relevant search users online, who were those seeking digital food safety management services. The target audience was decision-makers within the food sector, such as food directors, head chefs, and restaurant owners within small and large businesses.
Faced with the unpredictable COVID-19 pandemic, where restaurants and various food services were being forced to temporarily close, Repeat Digital knew this would be a challenging marketing project.
Action
Repeat Digital undertook keyword research and created search campaigns with the best keywords to use for building Navitas Safety’s brand awareness and acquiring user interest. This would ensure that search users would be shown suitable ads.
Repeat Digital initially started with Google Ads campaigns. However, they weren’t achieving the conversion rates they hoped, so they decided Facebook Ads would be more impactful.
Facebook Ads can be particularly effective because of the wide range of ad creation and audience targeting possibilities. You can direct ads to your specific audience with Facebook’s advanced targeting tools, focussing on specific industries, interests, demographics age, etc. Therefore, you send the right brand message to the right customer while they’re exploring their news feed or viewing stories.
Unlike Google Ads, Facebook Ads are intruding ads with a high reach, but they typically have a low click-through rate. However, Repeat Digital found them decision-makers (chefs and restaurant honchos) spent more time on Facebook and Instagram, so it was the best method for reaching out to this particular audience.
Subsequently, Navitas Safety’s Facebook Ads significantly boosted growth, gave website traffic uplift and they began to see high conversion rates.
Repeat Digital experimented with multiple landing pages which varied on content and styling, depending on the industry sector. Therefore, they were able to advertise services for different business types, such as hotel food safety and fish and chips food safety pages.
As the number of leads continued to increase, so did the demand for growth. Budgets were increasing every month in order to acquire more leads. So, they implemented a multi-channel cross-platform paid media and PPC campaign, broadening them services to include more platforms, such as Google, Bing, and LinkedIn.
Repeat Digital monitored the success of the campaigns using WhatConverts and a CRM platform. The ads across the different platforms successfully brought in audiences based on the industries Navitas Safety wanted to reach:
- Hotel, education, restaurant, and school audiences
- Powerful lookalike audiences based on the Facebook pixel
Following the release of the latest IOS update, Facebook Ads performance was negatively impacted. Because of privacy issues, targeting became less effective for a few months in 2021. So, they continued to test different campaign types, such as lead gen and remarketing, to keep audiences engaged. Repeat Digital tested various ad types, ranging from carousels, single ad images to gifs.
Results
As a result of Repeat Digital’s hard work and efforts in creating paid media strategies, Navitas Safety gained over £1 million of projected sales income. This was all accomplished with a £35,000 budget.
Following on from Navitas Safety’s success, they plan to continue to grow the company by acquiring more leads and creating various campaigns such as performance max and lead ads.
Repeat Digital continues to have regular meetings with Navitas Safety to monitor their progress and ensure they remain on track to hit their targets. The Repeat Digital team has thoroughly enjoyed working with such an innovative brand, who had a clear vision of what they wanted to achieve from the start. They really felt part of their team and developed a strong working relationship with the client. They look forward to seeing the company develop even further.
Repeat Digital is committed to providing expert digital marketing services to businesses of all sizes across all industries. They strive for strong communication throughout their partnerships with clients in order to achieve exceptional results. They believe that every brand should receive the same level of expertise and services as global brands, regardless of their size.
Do you have a particular campaign in mind that you need help with building, or are you just looking to get started with a PPC strategy? Whatever your digital marketing needs are, Repeat Digital can help your business grow and direct traffic to your website. Get in touch with the Repeat Digital team today for more information.
About Repeat Digital
Make light work of your digital marketing with them, Repeat Digital. They offer specialist services in PPC (Google Ads & Paid Social) and SEO.
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