How to create leads: the Kyocera case

Index

Spada Media Group has always looked forward to new challenges. Like the one proposed by Kyocera, a Japanese multinational leader in the production of printers and solutions for the It sector, which chose to rely on Spada Media Group for the realization of an important digital project which was aimed at the lead generation, namely. the increase in contacts of potential customers through the use of specific landing pages. Here is how the project was organized.

About Kyocera

Kyocera is a global company that caters to businesses by offering cutting-edge products and pursuing day in and day out careful research into technology and materials, while not forgetting its commitment to the environment.

From multifunction printers to office products, Kyocera stands out for its strong innovative component, making it one of the most competitive companies in the market.

Lead generation, a concrete result for the marketing division

The goal set by Kyocera to Spada Media Group was lead generation on three areas: printers, copiers , and document solutions. The project therefore included a series of web marketing actions aimed at generating new business contacts and consequently increasing sales.

Today, getting new contacts interested and converting them into customers is a particularly complex task: in a world where information travels at an incredible speed, being able to capture users’ attention is not a given, nor is it easy; for this reason, it was essential to identify a clear message and correctly declinate it across all media used in the campaign, intercepting customers according to their previous web interest in similar products or services.

As a result, the lead generation campaign converted the interest of hundreds of potential customers into an inquiry and later into the purchase of Kyocera solutions, enabling the marketing division to achieve a concrete and measurable result.

Building a winning contact acquisition campaign

The strategy was based on the creation of specific landing pages, i.e., landing pages characterized by content capable of inducing visitors to take specific actions, such as filling out a contact form in exchange for sending more information about the services offered by the company. Landing pages were structured with simplicity and clarity in mind, following leading best practices in web design and usability . Monitoring of user behavior and conversions, which in this case was the voluntary submission of contact information, was done through the implementation of ad hoc tracking codes.

The acquisition of traffic to be directed to the landing pages was entrusted to the tool of pay-per-click campaigns.

After analyzing Kyocera’s needs, the competition in the market, and the searches associated with the business, a proper sketch of the ideal user was drawn to be intercepted through the channels offered by the Google Ads platform: Search, Display, Gmail Sponsored Promotion (GSP), and Remarketing. Crucial was the support of SiComunicaWeb, Google’s premium web agency partner, with whom the project was managed.

But creating ads and launching paid campaigns would not have been enough without careful analysis of collected data and constant optimization of ad campaigns. In this way, it was possible to find the key to maximizing the number of conversions for a lower acquisition cost.

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