Overview

Based out of Mandvi, Gujarat, Anjaneya Exports and Imports is a leader in buying and sales of bulk building materials, building hardware, marble, granite and grocery products. With extensive international ties, the multinational trading team has experience of sourcing products from around the world at the most economical prices. Owing to their wide range of knowledge of sea and air transport, Anjaneya Exports and Imports, can create customizable and multimodal transportation solutions as per your needs. From the point of origin to the final destination, the effective management of the company, offers the possibility of delivering your goods anywhere around the world.

With their team of experienced professionals, Anjaneya Exports and Imports is available for any kind of assistance regarding your sea and air transport along with helping you out with appropriate documentation of your goods. So when on the lookout for a strategic partner who can help you in trading where is bulk building materials as well as grocery products, Anjaneya Exports and Imports, is the company to go to.

We all know that the exports and imports market is expanding rapidly, and has been making National headlines with supreme court implications that are possible for Domino’s pizzas and other major brands it affected by litigation. thousands of companies, whether large or small, are affected by the non-compliance and many competitors have now arrived into this space.

Hence, partnering with the digital agency that could move quickly, was crucial for Anjaneya Exports and Importsso that they could understand their market better and how it has evolved over time. Looking to bridge the gap between marketing and sales, and develop a unique strategy is to be able to foster rapid growth that would capture as much market share as possible, they approached us to be able to achieve the following scalable results:

Advertising Channels Leveraged:

• Google Search
• Programmatic Display
• Facebook Ads
• Instagram Ads
• LinkedIn Ads
• YouTube Ads
• Bing / Microsoft Ads

Additional Tech:

• Salesforce
• Pardot
• Zapier
• WordPress
• Webflow
• Hotjar
• Google Optimize

Challenges

Imports and Exports is a topic that many are still unfamiliar with, despite the fact that a variety of business owners, web developers and other stakeholders are affected directly by this topic, and could be issued with a non-compliance demand letter at any given moment.

When an organisation is informed about the fact that they are being sued for non-compliance, the first step that they take this to turn to Google to find a solution. However there are dozens of companies that have popped up in recent years, that claim to offer exports and import services at a relatively low cost, but they do not actually provide the ongoing support that is necessary in order to remain compliant and avoid any legal actions.

To cut the long story short, potential customers that were actually looking for a cheap, quick fix were more than likely becoming frustrated by the competition and thus becoming less trustful of all the players in the accessibility space. This meant that we needed to find a way to be able to break through the noise.

First and foremost Anjaneya Exports and Imports needed to position themselves, as a knowledgeable resource, where an individual is could learn more about the benefits of exports and import, and the risks associated with non-compliance. Hence the first time that needed to be taken was to leverage this content in order to help in building trust within the market and at large be respected as a leader in this space. The problem that Anjaneya Exports and Imports suffered from, what is that for a long time they had lacked the ability to be able to clearly articulate what they value proposition was and why they stood apart from the competition. Our first date hence was to help them fix that.

A unique challenge that presented itself in this case what's the need for all of the advertising content to be hundred percent accessible, in order to remain consistent with Anjaneya Exports and Imports as a brand. This meant that entire advertising channels are off-limits if they do not meet certain criteria. Similarly, new landing pages, ads and products generally take longer than average to complete, as they have to first undergo several rounds of audits by compliance officers.

Strategies

Automation & Machine Learning To Fuel Growth
Important anecdotes to keep in mind:

• Not all people who perform the same keyword search are created equal
• Not all leads are created equal
• High quality leads come from all walks of life; Google search, Facebook, YouTube, LinkedIn, etc. This strategy helped prove this to be true

Keeping the aforementioned anecdotes in mind, it is extremely important to feed the data back into the machine learning algorithms, that various ad platforms are made of. If you are able to convey to Google, Facebook and other platforms that Lead A was turned into a closed deal, but Lead B did not, when the algorithms will automatically understand that they need to favour other individuals that are similar to Lead A and less similar to Lead B.

Now coming down to the sales funnel, top-funnel conversion actions generally referred to the quality actions that are at the beginning of the sales process, such as filling out of a contact form. Similarly, a bottom corner conversion action would generally refer to an event towards the end of the cell cycle, such as a proposal being sent out or a customer officially closing into a deal.

Factually speaking, a lot more people fill out contact forms which is a top final action, then close into customers which is a bottom final action. In an alert to guide the machine to optimise all the revenue-generating goals, what we needed to do was to develop as much bottom panel conversion data as possible.

Over time, the algorithms would end up learning much more about the specific characteristics of a bottom panel converting audience and start laying more emphasis on users that were much more likely to convert into customers as opposed to the top for the leads that would never end up closing into customers.

Once we began to flood the system with more high-quality bottom file conversion data, we were able to begin removing top panel conversion actions from individual campaigns (this was done using a new feature called selective optimisation that was released by Google in 2019)

Cutting the long story short, what we were actually doing is guiding the machine to optimise for higher quality conversions. As our leads to MQL ratio and MQL to SQL ratio began to improve, it enabled us to drastically increase our total advertising spend.

Another added bonus was that as the lead quality improved, it also helps the sales team at Anjaneya Exports and Importsto not waste the time in chasing after low-quality leads.

(For more information on how machine learning helps drive Google Ads performance, see our blog post: PPC Garage: Under the Hood of Google's Target CPA Algorithm)

Salesforce / Google Integration

In order to be able to reap the benefits of proper machine learning, you need to ensure that the primary CRM system and the various ad platforms that you have invested in have a complete feedback loop established between them. Now, before you can link up these two platforms, you need to 1st ensure that your CRM data is actually correct and that there is the data integrity being enforced throughout your organisation.

To this end, our team discovered that there were many integration errors that had been leading to a lack of proper information being associated with customer contact records. Lead source, for example, was incorrect for more than 50% of the time.

Coming into action, or integration specialist help in resolving these issues so that accurate information could be processed through the Pardot forms, that were being sent to Salesforce, and then ultimately being fed back into the ad platforms in order to help fuel the machine learning algorithms.

Conversion Rate Optimization

As mentioned earlier, the exports and importsspace is a really competitive market that many are still unaware of. Therefore, once we have acquired traffic through advertising, it is extremely important that we do everything we can in order to clearly explain who we are, what problems we solve, in a manner that makes it as simple as possible for users to convert into leads.

Some of our CRO strategies included:

• Usability testing
• Heatmap analysis / Screen recording analysis
• User heuristics analysis
• A/B test landing pages
• Ongoing comprehensive competitive analysis

Gaining a deep understanding of Anjaneya Exports and Imports’ traffic and competitive landscape, allowed us to make data-driven recommendations for a complete overhaul of the website copy. We worked tirelessly with the team in order to ensure that the copy on all pages was clear and developed keeping in mind conversions.

Coming to the content perspective, we recommended the creation of a massive FAQ library, along with other helpful resources, that would help in educating the broader public exports and importsand the legislation that surrounds it. We were then able to leverage this content to scale or campaigns in order to reach more top traffic and then optimise these individual pages to drive additional conversions.

As the content library was building up, and more and more content was being added to it Anjaneya Exports and Imports was able to emerge as a trusted source of all things exports and imports.

(For more on Conversion Rate Optimization strategy, see our post: How To Double Your Leads Without Increasing Traffic)

Social Media Advertising

Many a time, social media advertising is generally an afterthought for B2B companies. We, however, were able to effectively use the unique features and machine learning components of Facebook, Instagram and LinkedIn to be effectively able to reach our target audience and narrate a story at a lower cost.

These platforms ended up playing a key role in distributing our top of final content and for audience identification. To this end, if you wanted to aggressively target a specific sector, we would first narrow down on these users via social channels. This also helped us in leaving a possibility of tailoring future the marketing strategies around this concept, and also factor into it much more relevant search ads, when a specific individual would perform a vague Google search.

(For more information on B2B social media advertising, see our blog post: Why Use Facebook Lead Form Ads?)

Video Production & Advertising

Anjaneya Exports and Imports needed a really effective way of telling the story to the masses, and it was crystal clear to us that creating carefully crafted video advertising campaigns would be the best way to achieve that.

The results that we achieved using YouTube and Facebook video prospecting was quite dramatic. After just two months, branded impressions had nearly doubled from the previous period (we witnessed an increase of 96%) and a correlation analysis proved that our ability to Anjaneya Exports and Imports’story to the masses we are YouTube has been resulting in positive brand recall and traffic.

Using Data To Improve Sales Process

Anjaneya Exports and Imports has a multi-stage sales funnel, wherein several weeks could go by between the time someone submits a contact form on the side and when they finally decided to close into a deal.

We ran an analysis on how long it would take a user to convert into a lead after they had first seen an ad and how are you would it take for that lead to be when contacted by a salesperson, turn off by how long it would take for the salesperson to be able to send out a proposal and so on.

This data proved to be extremely valuable for us as well as theAnjaneya Exports and Importssales team alike. With the help of this data, we were able to craft advance to the marketing strategies around the various stages of the final, and the sales team was able to improve their cadence of communication and follow-up.

Results

All of these strategies worked together in helping Anjaneya Exports and Imports see massive growth in qualified leads over the last two years.

Specifically, since in the first half of 2019, we were able to profitably grow their business in a significant way.

Our conversion rate optimization helped increase conversion rate by 83%
Our lead-quality optimization helped decrease the cost per lead by 23%
And most important, our automation-fuelled ad strategies helped grow total leads by more than 238%