A 95% increase in site visits. A 1,900% increase in turnover. A 35% YOY increase in enquiries. And that was just for starters.
Here, we explore how we helped two businesses, Conservatory Outlet and Solidor, take a giant leap from local success to national prominence.
Orangeries, Conservatories and composite replacement doors. The mere mention of those words probably has you thinking of two rather successful brands (Everest? SafeStyle?), and for any business with designs on creating a national brand of its own, that creates a challenge.
The original directors of the Conservatory Outlet Group, had launched the business from a single showroom in Yorkshire, but they had big ambitions to build one of the county’s leading firms in its field.
Yet, the space was dominated by well-established firms with million pound plus marketing budgets and, unsurprisingly, their marketing resources didn’t stretch quite that far.
It was a similar story for Solidor. The family-run firm had developed what is now widely regarded as the best composite door in the UK at its Stoke base, and the company had enjoyed significant success from the innovations in and quality of its product.
Yet, a £3 million turnover was just a fraction of the potential of the business. Solidor’s previous MD, Gareth Mobley, had a very simple brief: to make Solidor the number one door company in the UK.
Both companies had a similar level of sophistication in their digital marketing but, like many businesses, it was a fairly broad brush, one-size-fits-all approach. They were having some successes, but the successes were coming in a relatively narrow band.
To capitalise on all the leads across their sales channels, they needed an integrated digital strategy that would enable them to better segment their target markets and nurture them more effectively.
And, because neither business had any more time to gather, crunch and analyse data, they needed a system (and an agency) that would do it all, simply.
Remember the Ice Bucket Challenge of a few years back?
That’s a perfect example of something that achieved phenomenal success because it didn’t stay fixed to its original, tightly defined, core audience (people who wanted to support the Amyotrophic Lateral Sclerosis (ALS) Association).
Instead, a combination of looking far beyond the traditional target market of charity donors and new marketing tactics, led to global awareness, a sustained increase in donations and a lowering of the average donor age.
For Solidor and Conservatory Outlet, their funnels held similarly unexploited potential.
Most agencies launch ‘strategic’ campaigns. Yet, whilst they may target certain customer groups with distinct content, they tend to fall down in their measurement.
If you’ve ever asked for a report from your marketing agency, and in return received an Excel sheet full of impressions and click through rate data, you’ll know measurement tends to present two big problems.
First, there’s so much of it you can’t possibly join the dots and make sense of it – and you certainly can’t use it with any confidence because the thing is just too unwieldy to make decisions. And second, it’s all too easy for big numbers to add up to not a great deal of insight (or profit).
The problem, of course, is that so much reporting is done to justify an agency’s existence or to make the client feel better.
So, how do you get beyond vanity metrics to really make a difference to the success of your marketing?
Orvelo has been described as Google Analytics on steroids. In fact, the difference is a little more far reaching than just being a pimped-up Analytics, because where that collects data about visitors to your site, Orvelo lets you see data across every marketing channel, all brought together simply and coherently so you can visualise what’s really happening in your business.
As an example, let’s suppose your business uses its website, Facebook and Instagram to drive customers. As long as all of that traffic is directed via the site, Analytics will pick it up.
But, what about if you have a Facebook store? Or you’re using Instagram to drive footfall to an in-store event? Or you’re calling or mailshotting customers? Analytics won’t pick any of those channels up. But, Orvelo will.
That means you can see exactly what impact each action has had on each channel. You can see in real time how well your marketing is performing, and that can make an enormous difference.
We worked with Solidor and Conservatory Outlet to map advanced funnels that integrated all channels, enabling us to identify the stages of interaction for each type of client. We created a series of personas – the first time buyer, the pension lump sum receiver etc. – and created touchpoints for each.
Orvelo, alongside Google Data Studio, enables us to track traffic from every channel easily. Email responses. Phone calls. Showroom visits. Brochure downloads. Quotations sent.
Whatever the interaction, we and the client could see it, all available with a clarity and speed they hadn’t had previously.
Since we started working with them, the results have been hugely impressive:
Those results aren’t solely down to a change in digital strategy. Motionlab’s remit was far wider, ranging from overall marketing strategy to brochures, and you can explore Motionlab’s role more completely in these case studies for Conservatory Outlet and Solidor.
Yet, the transformation in reporting and measurement – and the actions taken as a result of them – have been a major factor in both companies’ success.
You don’t employ an agency to manage your digital world and then micro-manage everything yourself. But, that doesn’t mean you don’t want to have a clear handle on what the agency is doing on your behalf.
When Orvelo reveals new trends and opportunities, we’ll put changes in place to take advantage of them. But, we’ll also feed that data and our actions back to the client, and because Orvelo makes visualising the information easy, it’s not a steep learning curve to get up to speed fast.
The client may do nothing more than read our report and file it. But, the big difference with Orvelo is that, for the first time, Solidor and Conservatory Outlet aren’t blinded with science or sent reports they can’t hope to fathom.
They have an understanding they didn’t have before, and that’s enabling them to engage in conversations and even make decisions they couldn’t before.
Recently, for example, one client reported back to us for a chat about their Facebook ad leads having spent just a few minutes with the reports we’d sent them. That marks a step change for businesses that traditionally don’t feel informed enough to start the conversation.
For Solidor and Conservatory Outlet, that means neither business feels as though it’s kept in the dark about its digital marketing.
And, perhaps that’s the biggest difference of all with Orvelo. All of the power to segment, drill down and realise the full potential of your marketing funnel. And yet, that increase in power doesn’t come with added complexity.
Two final points on the effect of our actions. Last year, Solidor’s phenomenal growth was one of the key reasons behind the sale of its parent company to a US manufacturer in a deal worth £70m.
And fast forward to 2019, Conservatory Outlet have doubled in size winning numerous awards under the new CEO Greg Kane.
Realising the true potential of your sales funnel can have some very lucrative effects…
Discover what happens when you put Motionlab and Orvelo to work on your business.
Do you want to know what your competitors are up to and how they compare with you? If so please get in touch with firstname.lastname@example.org