About the Client
Established in 1988, Vinod Medical Systems Pvt. Ltd. has made a name for itself in the ever-competitive world of healthcare imaging, diagnostic equipment, photography, signage products, and other e-commerce products. With premium-quality products and an impressive reputation for offering excellent customer experience, VMS Cart aims to fulfill its motto of being the ‘Preferred Business Partner.’
Challenge
While it is true that VMS Cart was in the market for a long time, its online presence wasn’t much. The brand wanted to foray into the digital space to increase conversions via its new website. While offline sales were impressive, there was a need to increase online sales as well. VMS cart needed a customized performance marketing strategy to enhance its online sales, thereby adding to the overall revenue.
Our Approach
Need for a detailed performance marketing plan
VMS Cart had a relatively new website, and hence an intricate performance marketing plan with a detailed strategy on how to create brand awareness, understand the target audience and start sales campaigns were important.
Awareness campaigns
Having a new website made it impossible for us to dive into the sales campaigns directly. Instead, we developed a brand awareness campaign where the aim was to ensure the brand was known to a massive audience. For this, we opted for videos that were streamed on Meta and YouTube. We achieved 21M impressions and garnered 820K engagement.
Target Audience
Knowing the audience that is perfect for the brand is of utmost importance. Otherwise, the campaigns will simply waste money without giving many conversions. To determine the target audience for VMS Cart, we opted for behavior and demographic targeting. With an experimental approach, we came to a solid conclusion for the target audience of VMS Cart.
We also opted for an open targeting approach. We chose both males and females and restricted the age group to 25-55 years. After a few days, we realized that this audience segment was a winner. Apart from that, we also target business owners, CEO, decision makers, founders, etc., on a Pan-India level.
Creative Analysis
To ensure our marketing campaigns achieved successful results, creative experimentation was the need of the hour. It is vital to note that creatives play a major role in grabbing the attention of the audience. The right mix of creative and content can lure in the audience with ease.
For VMS Cart, we experimented with different types of creative formats such as single images, carousels, videos, catalogs, etc. However, carousels and catalog ads garnered the best result, and the conversion rate grew rapidly.
Special emphasis on low-ticket products
Selling or promoting a new brand online is a monumental task. The first step is to introduce low-ticket products. That is mainly to obtain the trust of the audience. When the customers begin to trust the brand and show loyalty, you can introduce high-priced products.
To garner trust and hook the audience towards VMS Cart, we introduced campaigns that catered to low-ticket products on Meta.
Google Campaigns
Another platform that is often used for online advertising is Google. In fact, Google Ads is a great way to increase revenue for any brand. To capitalize on the rising brand awareness for VMS Cart, we launched the brand’s search campaign on Google. We also targeted keywords related to the brand. That way, anyone typing VMS cart or related terms would come across the ad.
Scaling Campaigns
With a satisfactory ROAS and low CPC (cost per click), we decided to scale the campaigns that gave better conversion rates. For that, we increased the budget steadily with a 10-20% increment weekly.
While scaling the campaigns gives an excellent opportunity to increase ROAS, there is also a downside. If the budget is increased too quickly, there is a chance that the ad set may enter the learning phase again. That can have an impact on the overall ROAS.
Close monitoring and a steady increase in the budget allowed us to scale the campaigns successfully.
E-commerce SEO
Besides paid marketing, we also saw an opportunity for VMS Cart in the organic domain. As organic growth is crucial for any brand, we focused on increasing traffic, leading to more conversions. For that, our team of SEO experts curated the best E-commerce SEO strategy.
Keyword research & analysis
One of the most critical parameters in enhancing SEO for a website is to conduct a detailed keyword research. We conducted extensive research and came up with a list of keywords and keyword phrases. In order to get more conversions, choosing purchase-oriented keywords is of critical importance. That way, you can actually get customers that buy your products.
Some of the keywords that have obtained top rankings include VMS Lamination Machine, laminating pouches, best lamination machine, kodak photo paper, a4 photo paper, etc. These keywords were carefully chosen based on purchase intent and search volume.
Search engine rankings
To obtain more organic traffic, we recommended multiple optimizations to VMS Cart. It was also critical to improve website authority and establish a reputation for the brand in the online landscape.
- We created premium-quality articles and blogs for VMS Cart. The primary objective was to offer accurate information that lead users to VMS Cart. It helps in expanding brand awareness and reaching out to new audience segments.
- We have created more than 7.8K overall backlinks for VMS Cart for a period of six months, from January to June. We only create high-quality backlinks and make sure that they are of value to the brand.
E-commerce website & management
The website of the brand is its reflection of the digital world. That is why making it attractive, user-friendly, and functional is critical. We were extremely delighted to create this amazing website for VMS Cart.
1) Homepage
- Brand USP icons – It gives customers an idea of why they should purchase from our brand and what makes us stand out from others.
- Category section – It makes it easy for customers to search the categories and buy efficiently.
- Mega Menu – Helps in the bifurcation of the main categories and improves user experience.
- Deals and Offers section – To promote specific products on offers, helping in increasing sales.
2) Product page
- A+ content – A detailed description of the product for the customers to know about the product in detail.
- Multiple Images for products – Different angles of product in images to have a proper view.
- Product Description – To be in bullet points always as it becomes easy to read and know about the product quickly (Mention specifications, size, and dimensions if required for the product)
- Freezed add to cart – Helps in adding the product to the cart from any part of the page (Useful for mobile especially)
- WhatsApp chat or customer support chatbot – Helps in solving customer queries and reduces dropouts.
- Track your order – Helps customers in tracking their order status.
Results
With a detailed marketing plan, we have seen tremendous improvements in terms of ROAS, transactions, and revenue over the last seven months.
- Overall ROAS increased to 7.08
- Organic revenue increased by 86.5%
- 360% increase in transactions
Words From Our Client
We highly recommend the Cybez team for their exceptional professionalism and commitment to delivering results. Their approach to incorporating feedback and adapting to changes has been crucial in helping us achieve our goals. The team’s communication skills are exceptional, and they respond quickly to any discussions and plans that need to be executed. It has been a pleasure working with them, and we look forward to continuing our collaboration.