Increasing Conversions with a Cohesive Marketing Strategy

Retail Tech, Inc

Retail Tech, Inc. (RTI) provides quality point of sale (POS) hardware and retail technology solutions worldwide. They are committed to a high level of customer service and have grown their company to 195 employees in 21 states. RTI offers services to help retail business owners find new and refurbished hardware, stage and integrate equipment, recycle and dispose of outdated technology, maintain systems, and more. BizzyWeb wanted to highlight RTI’s services, spread brand awareness in the industry, and help its business thrive using updated web design and digital marketing tactics.

The Challenge

BizzyWeb noticed immediately that Retail Tech had minimal marketing strategy implemented and hadn’t been staying consistent with their social media efforts. Social media followers and engagement levels were low. On Facebook and Twitter, they posted content once a month regarding tradeshows and current company events; LinkedIn only had two total posts. An RTI blog existed, but the most recent posts were outdated and inconsistent. Lastly, the BizzyWeb team noted that RTI didn’t have any online advertising in progress. As such, there was a lot of potential for our team to implement new marketing strategies.

Client Priorities

  • Develop a strategic marketing plan to maximize return on investment (ROI)

  • Grow customer base and increase conversions with targeted paid search campaigns
  • Increase brand awareness by advertising RTI’s comprehensive technology solutions
  • Distribute content monthly (blogs, social posts, newsletters) to accelerate lead generation

The Plan

Paid advertisements and social media had been on the back burner for a while, so implementing a marketing strategy for both was first on BizzyWeb’s marketing to-do list. Using targeted exact and phrase match keywords and performing broad match tests, building campaigns central to the point of sale systems and other related RTI technology was essential to maximizing ROI. The BizzyWeb team also planned to create targeted display and text ads with equally divided efforts on Google and LinkedIn to amplify prospects and sales. 

  • Create targeted PPC display and text ads on Google and LinkedIn to enhance brand visibility
  • Build marketing campaigns and increase ROI through ongoing paid ads to increase ranking
  • Put out new, monthly social media and blog content to attract organic traffic

The Results

5%

sustained PPC click-through rate

68%

increase in website sessions

137%

increase in form fills

After BizzyWeb finished implementing our marketing strategy and paid advertising campaigns, RTI grew exponentially. As a result of our marketing efforts, Facebook followers have since doubled and LinkedIn followers are ten times greater than they were before. By the first year, we successfully garnered a 20% open rate for email campaigns – almost double the industry average. Due to our successes, RTI signed on to work with us longer, and we’re now in our eighth year together.