Positioning Metal Shelving on the B2B Market: From Customer Needs to Effective Solutions

• I have been working in the field of marketing since 2008
• advertising account VK, Facebook, Yandex.Direct, Google Ads and others.
• promotion: windows, construction, repair, real estate, online schools, b2b/b2c +100 niches
• Strengths: SEO, SMM, contextual advertising, design, website creation Bitrix and others
• I have certificates of participation in online marathons and courses: “Professions of the Future. Skilbox”, SEO-SHAOLIN Mikhail Shakin, SEO marketer: SEO Academy, Anton Markin’s courses, “Basics of Video Filming” of the Profile virtual school, Alexey Chekushin “Promotion of Online Stores” 2024 and others

PROJECT DESCRIPTION

Company Description: 

• OOO Real Steel
• production of metal furniture;
• wholesale of metal/iron furniture.

Situation at the start : 

online store, advertising account in Yandex.Direct, VK group (33 subscribers), YouTube channel (13 subscribers)

Objective: branding, visibility and top positions of the site in Yandex and Google search results in Yekaterinburg, increase in wholesale sales

Link to the company website : https://rsteel.ru/ 

ANALYSIS OF THE PRODUCT, TARGET AUDIENCE AND COMPETITORS

Bottom line: It is important to add the following information to your website:

Special offers for repeat purchases and add-ons, installments, discounts, promotions, sales, additional packages/premium service, types of packaging, reviews, online consultant

Core values: 

• Improving the organization of space
• Improving work efficiency
• Increasing warehouse capacity
• Ruc risk of damage to goods
• Long-term solution for business
• Improving the working conditions of employees
• Modularity and adaptability
• Stability and safety
• Anti-corrosion protection
• Easy to assemble and install

LANDING PAGE

CONTEXTUAL ADVERTISING

SEMANTICS IN SEARCH

• pars nest queries;
• cut off the zero frequency;
• compil a list of negative phrases;

Total: semantics compris 52 phrases,  specific database by industry divid into 3 groups, 1 search campaign form. The list of negative words will be constantly increasing as we work with advertising.

Advertising Campaign Strategy

Auto strategy with optimization for conversions with pay-per-click. “Conversion – sending any form”

Reason for choosing the strategy: The “Maximum Conversions” strategy aims to increase the share of clicks on those ads and keywords that most often lead to the target action on the site.

Semantics of YAN

For the YAN campaign, more general  deal with innovation often phrases were select, since narrow queries will have little coverage. 

At the same time, the relevance of phrases for our topic is preserv.

Advertising Campaign Strategy

Auto strategy with optimization for conversions with pay-per-click. “Conversion – sending any form”. Auto targeting by interests.

Reason for choosing the strategy: The ” taiwan data Maximum Conversions” strategy aims to increase the share of clicks on those ads and keywords that most often lead to the target action on the site.

Conclusions: 

Which hypotheses work : 

• Setting up an advertising campaign for a specific region by removing ads in regions where the company does not have a presence. 
• Collection of target keywords (MF, LF)
• Collection of negative keywords + periodic monitoring of search queries that people click on, and adding non-target ones to the list of negative keywords. 

What are the recommendations for improving advertising campaigns:

• Expansion of the target audience – for example, shelving for auto shops, garages, offices, etc.
• Adding numbers – “prices from …, price per m2”
• Retargeting – displaying ads with a reminder about the product and an additional offer: “Come back and get a 7% discount.”
• Landing page setup – connecting dynamic content: displaying a title on request (for example, “warehouse racks”).

What indicators did we achieve with contextual advertising: We reach a pure target audience that is really interest in purchasing metal shelving.

SOCIAL NETWORKS AND TARGET ADVERTISING

AUDIENCES FOR TARGET

1. Audience with interests B2B, Small, Mium and Large businesses, Services for business

Key Idea: Advertisements for this audience should focus on how shelving will help improve efficiency and save time and money.

1. Audience searching for keywords on the topic “Shelves” over the last month

Key idea: For this audience, advertising should contain specific advantages of the racks: price, reliability, delivery conditions, as well as trust triggers (guarantees, reviews, cases).

1. Audience consisting of competitors’ communities on the topic “Metal furniture”

Key idea: Advertising for this audience should emphasize the uniqueness of our offer, such as ease of assembly, quality materials and competitive prices.

Results of the advertising campaign: 

Table of analysis and adjustment after launching advertising on VKontakte