Driving leads for the global leader in Sandalwood raw materials
Quintis has seen a 119% increase in page 1 rankings for focus keywords.
Which resulted in a 174% increase in website visitors from organic search.
SEO generates almost half of all conversions for the business.
The brief
Quintis Sandalwood is the global leader in the supply of premium, ethical, and sustainable Indian and Australian sandalwood raw materials.
Quintis approached Lemonade to create a new website as part of a wider rebrand for the company, and to drive enquiries for their products with ongoing organic search and paid media activity.
The challenge was to generate B2B leads for their core product range, spanning a multitude of industries in a global market.
Our solution
Lemonade worked with Quintis to map out their target markets, the industries and products which relate to each market, which then enabled us to develop user personas for their multiple audiences.
This formed the basis of our strategy, which then led us to conduct multinational search and competitor analysis. From here we could uncover any gaps in content that were needed for Quintis to rank in search for their focus keywords globally.
A key requirement of the website was to have the ability to create bespoke page layouts in-house. Umbraco was the chosen CMS platform which has unbelievable editing capabilities right out of the box.
Filling the void between sales and marketing
Quintis was already using the HubSpot CRM to manage sales, but it wasn’t being utilised to bridge the gap between marketing and sales. Lemonade undertook a full audit of the current HubSpot setup to identify any inefficiencies and areas for improvement.
From here we created a roadmap outlining all marketing efforts for the next 12 months, which included paid search, rolling out an international SEO strategy, content, social amplification and influencer partnerships.
In addition, we also began to roll out HubSpot Workflows to improve efficiencies in the business and nurture leads through an industry specific Welcome to Quintis series.
An integration between the HubSpot API and Umbraco was also created to allow for a lead to be directly added and segmented into HubSpot.
Educating students and formulators alike
One way to sell the benefits of sandalwood was to educate students and professionals of it's properties and chemistry, to inspire new uses and applications.
From this brief, Q-Lab was born. A module based education platform where users could create an account and complete modules at their own pace. They would be guided through multiple topics in each module before completing a quiz to earn a certificate of completion.
Breaking into international markets through content
While based in Western Australia, Quintis needed to break through to key markets such as the US, UK, Europe, Asia and more. Through international search data analysis we were able to identify specific content opportunities unique to each region, and then create content that resonated with those audiences.
One particular search focused blog post contributed to a 10% uplift in traffic from the US since publishing, and is the most popular piece of content on the website to date.
Generating quality leads with highly-targeted paid search campaigns
In addition to ongoing SEO activity and content creation, Lemonade also developed a series of highly-targeted lead generation on the Google search network targeting key markets including the US, UK, UAE, India, France, Canada, India, South America and the Nordics.
With a relatively small budget to reach a large number of markets, we relied on refined geo and audience targeting, as well as automated bidding and ad creative to allow Google to find audiences most likely to convert on the website.
Conversion focused landing pages were also developed to ensure landing page content was relevant to each individual search.
The campaign drove over 105 conversions at just $43.57 per lead - 62% below the industry average CPA of $116.13 for B2B campaigns.
The team at Lemonade are great to work with - responsive, enthusiastic and genuinely keen to make a difference. They are trusted business partners and a pleasure to have as part of the broader team.
Results
Quintis has seen a 119% increase in page 1 rankings for focus keywords.
Which resulted in a 174% increase in website visitors from organic search.
SEO generates almost half of all conversions for the business.
