CASE "ECODEVELOP"
Ecodevelop is a renewable bioenergy company that develops biogas plants in Ukraine. With the advent of the green energy tariff, the relevance of this business has grown manifold. The company started as a start-up that needed strong marketing to develop further. At the same time, Ecodevelop had a very complex product, with a large average check (1 million euros) and a long transaction cycle (about 12 months).

At first, the company tried to build marketing on its own, but there were no applications or clients at all. At the same time, the market situation was difficult, as most competitors' marketing was quite aggressive, but at the same time was not fulfilling their obligations in production. Because of this, investors initially developed mistrust towards the companies which were developing biogas plants.
Ecodevelop wanted to develop its positioning correctly in order to disassociate itself from the negativity of competitors and build trust in its company. The company also needed qualified applications as early as the first month of operation.
Ecodevelop needed to reach the first positions in the Google search for the main keywords related to the development of biogas plants within six months. The company also planned to receive at least 10 applications per month, two of which had to be qualified (from potential customers). Requests from rural households, which are able to service 5 MW biogas plant, are considered as qualified. For example, these were farms with more than 50,000 livestock, large businesses that needed to process waste.
Digital Marketing Audit
Services Provided
Objectives
The Challenges
Background
Digital Marketing Strategy
Google Display
Content Marketing
Paid Social
Google Search
seo
Strategy & Implementation
The challenges were not easy. Marketing in the B2B segment of renewable energy requires a special approach and in-depth expertise. We started our work by conducting an audit of all marketing, which was conducted by Ecodevelop's internal team.

The audit revealed that there was no overall promotion strategy, the website had inadequately designed content, there was a lack of SEO optimization, and paid traffic from Google Ads and Facebook Ads was not working at all. Once we discovered all the problems, we began to re-build the promotion strategy. The strategy consisted of several stages.
We spent quite a lot of time with the client learning the specifics of their business and how the product is made. Ecodevelop had one of the main advantages over competitors - that the development of the biogas plants was carried out by a company from Germany with worldwide production experience. Also Ecodevelop already had its own project with 24-hour video recording. Next we did an analysis of the audience and how they interact with the company. We then did a competitor analysis and determined how and through which communication channels they were engaging with their audience. The next step was a comprehensive audit of the client's marketing.
Customer audience and business analysis
We wanted to achieve synergy in the promotion channels. When all the edits were made to the website after a comprehensive audit, we set about implementation.
Implementation
First and foremost, we began to build SEO optimisation on the website.
Having formed a separate part of CJM for Facebook, we decided to optimise all advertising campaigns for calls to Binotel (call-tracking system and virtual PBX) and created a single-name customised conversion in Events Manager.
Separately, we wrote texts for Facebook and set up advertising campaigns for the posts that received the most coverage and interactions.
Then we set up retargeting campaigns on Facebook and, at the same time, started setting up advertising campaigns on Google Ads. These were branded search campaigns, campaigns with commercial and near-thematic queries.
Because Ecodevelop had a very long deal cycle, we immediately created audiences for 30-, 90- and 360-day remarketing and set up separate remarketing campaigns. We directed some of the traffic from the remarketing campaigns to articles on the website that were tailored to the portraits of the target audience.
Since the client's data initially was not collected correctly and it was not clear what worked best in advertising, we started building an assumed Customer Journey Map.
Generating a Customer Journey Map
First, we identified the main portraits of the target audience (CPI), these were investors and large agrarians. Within these portraits, we identified which investors and which positions among agrarians would be potential buyers.
Afterwards, we outlined the main points of customer interaction with Ecodevelop. Besides the website, the company often participated in agricultural exhibitions and conferences. Media presence is very important for investors, so all offline activities were also included in the Customer Journey Map.
One of the main channels for attracting clients was organic search on Google. We assembled a semantic core with basic commercial, informational and near-thematic queries.
We then identified key topics that would be interesting to farmers and potential investors: renewable energy market trends, return on investment for a biogas plant, green energy tariffs, profitable recycling, etc. We distributed the topics for posting on Facebook and on the Ecodevelop website.
Before launching the advertising campaigns, we fully researched and visualised the potential client's actions before a possible conversion. To do this, we used Google Analytics and Facebook Pixel tools, among others. We also identified any obstacles that customers encountered before making a conversion on the website.
The next step was to build the logic of the advertising campaigns in Google Ads, including search campaigns, KMS (display), remarketing (KMS and search).
After the first month of collaboration, we started working with external links and crowd-marketing to promote the site to higher positions in Google's organic rankings.
results
109 qualified leads, where the value of each is $46.62.
One contract for the development of a biogas plant worth € 3 000 000.
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