How to go from 0 to 10,000 users in less than a year

Case study: BluAgri srl

When we began working with BluAgri in January 2022 to develop its online presence, we immediately understood the difficulty this company faced in communicating its brand and products in such a specialized market. Since 2017, BluAgri has been working with agricultural products (particularly viticulture) that offer tangible benefits to farmers who face climate change challenges on a daily basis and are committed to improving the quality of their work.

So the challenge was this: to find a way to facilitate the communication of information and products by BluAgri to its consumers in a simple and intuitive way. The answer was undoubtedly to start by creating a proprietary website.

The Dual Communication method: here’s what we did.

 

STEP 1 (January 2022): analysis, objectives, and strategy

Our starting point for developing any project is first and foremost to analyze the client’s brand, its digital identity, and the competitive landscape in which it operates in order to better understand the initial situation and structure a digital marketing strategy tailored to the needs of the company and the target market.

The objectives we set ourselves, in synergy with the client’s requests, were:

• fare brand awareness;
• provide support and insights to customers and potential customers;
• generate business leads;
• strengthen the website’s positioning on search engines and acquire more organic traffic, i.e., unpaid traffic.

In 2022, in a world that has become extremely digitized, partly due to the pandemic, and where there are almost 3,500,000 websites in Italy, it is essential to build a solid and concrete online presence in order to consolidate the company’s image and develop relationships with customers and partners, potential candidates, or investors. For this reason, the first step was to design a company website.

 

STEP 2 (February-March 2022): launch of the company website

After two months of intense work, we launched the website www.bluagri.com in March 2022. Following a study of navigation flows, a structure was designed and built in line with best practices for website usability and user experience.

In particular, pages have been added that can bring value to readers:

• Approach and Solutions, which describes BluAgri’s corporate philosophy and methodology;
• Products, displaying the entire range of goods, divided into five categories (viticulture, olive growing, fruit growing, horticulture, and arable farming);
• Case Studies and Results, which presents practical examples of customer success stories thanks to the use of BluAgri products.

Alongside publication, we also adopted a traffic monitoring and reporting strategy by installing Google Analytics and Google Search Console tracking codes.

 

STEP 3 (March 2022): social networks

Having a company website is only the first step in building a solid and concrete online presence. In fact, it is necessary to devise an appropriate strategy that encourages users to visit the site itself. We therefore decided to open BluAgri social media profiles on Facebook, Instagram, and LinkedIn, with the aim of creating interesting and engaging content in order to drive traffic to the website.

Specifically, our communications agency’s strategy focused on:

• Optimize BluAgri’s social media pages with key messages, hashtags, username, and links to the bluagri.com website.
• Draw up an editorial plan that includes posts on the company’s approach, products with a problem/solution focus, results achieved in the field (case histories), and Q&A infographics.
• Monitor and manage interactions with users, with the support of the company.

Thanks to this activity, over the course of seven months, a total of 166 posts were published, reaching 714,100 users, who generated 66,000 reactions, including over 840 clicks on links to the website.

 

STEP 4 (April-October 2022): social media advertising

During the first three months of activity on the BluAgri brand, we launched two product campaigns on Meta Ads with the aim of generating traffic to the newly launched website, as well as three Boosted Posts to give visibility to key content from the corporate communication plan.

Thanks to these paid advertising campaigns on social media, we achieved 641,000 ad views, which led to almost 50,000 interactions (with an interaction rate of 29.33%) and over 5,000 user clicks, of which 2,250 visited the website (reaching a total of 3,700 visits including organic ones), 48 of which turned into leads.

 

STEP 5: measuring results

Dual Communication’s work was not limited to creating and publishing content, but also involved ongoing measurement and analysis of insights to understand whether the chosen path was the right one and, if not, to improve and correct the strategy in order to maximize performance.

The following image provides an overview of the performance of the website www.bluagri.com from January to October 2022:

In just eight months, thanks to its collaboration with Dual Communication, BluAgri went from having no website to reaching almost 10,000 users, with a growing trend in September and October. Users viewed a total of 23,818 pages, with an average session duration of one minute and 25 seconds.

Following analysis of the website’s performance and the results of advertising campaigns, Dual confirms the effectiveness of the structure created:

• The site is easy for users to navigate, as demonstrated by the high number of conversions achieved (form completions and downloads of technical materials).
• The content is interesting for the audience, which is on target with the products offered, with a low bounce rate.

 

In conclusion

Why is it important to have an online presence?

The primary reason why a company should be online and manage its digital presence is that we all search for a large amount of information on the web: consequently, launching your business online allows you to be found and contacted by anyone.

Secondly, being online is the ideal way to consolidate your brand identity, image, and reputation. In fact, brand identity encompasses all the values and visual elements that consumers associate with a brand.

Finally, digital tools enable the company to increase its turnover by boosting sales and revenue.