The Project
Hardware and software complex based on the program “MiniSoft Harvest” (APC “MiniSoft Harvest”) is designed to record and control the harvest of berries, fruits and vegetables, as well as the calculation and payment of wages to employees involved in harvesting.
The company chose social media marketing promotion as the chief customer acquisition strategy and reached out for assistance. The CEO struggled to build a strategy that would take into account the specifics of running ads for a B2B tech business.
The Problem
Raising brand awareness and introducing small-scale farmers to the platform was the key objective of social media marketing. Th CEO of Harvest was determined to build a brand-centered community on Facebook and Instagram with regular social media updates.
Lowering the cost per purchase was another priority for the team. Before reaching to Chanto, the company had to pay over $200 per acquiring a single customer (a subscription box costs $250 in one upfront payment).
Strategical assessment
We examined the social media management strategy Minisoft Harvest team was implementing to acquire new clients. Marketers at Chanto discovered that business owners didn’t harness the full power of retargeting and didn’t use the most efficient advertising formats for their niche.
Market research
After discussing the inefficiencies of the current marketing strategy with project stakeholders, our team hit the market to find out which practices op-tier farming automation software providers use to fuel social media promotion.
Building a Presence
Before running an ad campaign, our team made sure that all community visitors can get in touch with the company and place a purchase via Facebook effortlessly. We rebuilt the page layout and created a steady editorial calendar, adding posts that prove Minisoft’s reliability as a vendor.
Running ads that Drive conversions
After building a funnel that would help convert website visitors into leads, our marketing team built a lookalike audience using pixel data and created a campaign that ran both on Facebook and Instgram. In a series of short and compelling posts, we introduced prospective users to the solution.
Our action Plan
Here's the plan
After getting to know the company closer, Chanto marketers developed a social media marketing strategy that would help the company connect wit prospective users.
Considering that Minisoft Harvest is an innovative solution, we knew that a ton of farmers have no idea they need an automation system. That’s why educating one-time page visitors was another priority.
engage audiences with increased Online Presence
Learn About Our Social Media Marketing Strategy
What's Trending Now
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Company Strengths at a glance
Our Focus Point
We wanted to expand the company’s presence beyond Facebook and Instagram since we believe that exclusively relying on Zuckerberg and Co makes teams too dependent on algorithm changes. That’s why we expanded the range of platforms to YouTube and Telegram.
Tailor-Made Digital Marketing
Communication and Reporting
From Day 1, we made it a priority to keep project stakeholders in the loop. Every week, we hosted status update meetings, discussing the progress of the team and reiterating on the results.
On top of that, Chanto marketers prepared customer reports that clearly illustrated the result of each campaign. We kept equal transparency in highlighting what did not work as in discussing effective strategies. This way, in the future, business owners would be able to replicate the campaign without the team’s involvement.
What the team accomplished
Awareness and Affordable Leads
We worked with Minisoft Harvest for six months. Over this time, we developed a Facebook, Instagram, and LinkedIn management strategy, successfully ran 27 cross-platform advertising campaigns.
The efforts of Chanto marketers helped establish social media as the main source of website traffic. On top of that, we drastically reduced the cost per sale, from $200 to $80 per paid user.
Project Aftermath
Here’s how raw data reflects the results of our social media marketing.
- Reducing cost per purchase from $200 to $80
- Organic reach increase from 150 to over 800 unique page visitors.
- Expanding the market reach by helping the company establish a presence in Western Europe and the US.
What Got Us here
As an experienced team. we had our share of successful and failed social media management projects. Here are the success factors that helped our B2B strategy pay off.
- Thorough market research and planning
- A wide toolset - we relied on Buzzsumo, Ahrefs, Buffer, and other platforms to streamline ad management and post publishing.
- Being invested in the project. Our team deeply sympathized with Harvest's mission and genuinely wanted to introduce more users to the solution.
a Follow-Up
Where Are they now?
Well-known locally
In-depth social meidia postscemented the company's reputation of a local agriculture automation experts. Minisoft was repeatdely invited to speak on on local eveents and spread brand awareness.
Engaged Social Media Community
We still stay in touch with Harvest managers and run quarterly social media marketing assessments. Building a presence on Youtube and a user community in Telegram is our next big goal.
Running optimized ads
Our marketers helped Harvest discover which ad formats and audience types generate the highest conversions. Although we are not actively overseeing every campaign at the moment, the documentation our team left behind helps marketers at Harvest run ads independently.
