Expertise

We advise with Euromonitor

Euromonitor is a trusted market research company offering comprehensive insights and analysis across industries. They provide reliable data, reports, and consulting services to help businesses make informed decisions and stay competitive in the global market.

Partner since 2023

Our partnership:

Recognising the need for expert guidance and advisory services, Euromonitor sought a trusted digital partner to assist them in shaping their digital strategies.

Our initial step was an audit of the website and current marketing and proposition plans in partnership with the Euromonitor International sales and marketing teams. This comprehensive process involved evaluating the current website performance, learning about the business plans, and identifying website related initiatives that would contribute  to Euromonitor's objectives.

63 %
MoM increase in LinkedIn generated leads
40 %
YoY increase in LinkedIn generated leads
126 %
MoM increase in Google leads generated

Euromonitor audit project, 2023

Consulting
product Design
Customer Acquisition
Euromonitor sought to enhance its website performance and implement digital strategies that helped to drive more revenue into the business. The first step was to develop a centralised strategy that documented each objective and provided recommended actions.

A full stakeholder workshop was conducted for maximum collaboration and generated the initial phase of an Audit and Strategy Plan. This incorporated an analysis of the current website performance and a set of website-related digital and marketing initiatives that aligned with Euromonitor's objectives.

Objectives

  • Increase the number of Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs).
  • Boost store sales.
  • Enhance communication of services and value proposition.
  • Reduce complexity for new visitors and increase engagement on the site.

UX review

Page intent was analysed to try and understand the journey and actions Euromonitor wanted their audience to undertake. Having a consistent and prominent narrative would encourage traffic to engage with the site if they were browsing. It would also be able to direct users to specific pages if they had a desired destination.

It was essential to optimise Euromonitor's service offering. Our audit showed content hidden away that could be brought forward to help users on their journey. By including benefit statements and signposting services for their customers, site users would be able to navigate services more efficiently.

Our audit also highlighted a need to guide users if they already knew what they were looking for. Matching the pages to user intent and signposting the journey would help increase engagement and alleviate any issues surrounding conversion rates.

glenn-carstens-peters-npxXWgQ33ZQ-unsplash

Organic and SEO strategy

Both organic and technical SEO analysis was conducted as part of the audit. Using their extensive tech stack, our specialists were able to identify key areas for improvement and feed this information into a strategic roadmap.

Keyword and content data demonstrated a need for optimisation with a key focus on understanding the user intent behind specific pages. This approach would achieve higher engagement figures on the site as the audience were aligned with the content and keywords they were optimised for.

Maintaining site health is imperative to performance, so it was crucial that any site issues needed to be addressed. A technical SEO report was produced by our technical team with full analysis and instruction on fixes that needed to be made.

Results

  • Detailed strategy plan which summarised priorities, KPIs and expected results.
  • Roadmap containing all recommendations from the initial audit.

Euromonitor digital strategy roadmap, 2023

Optimisation
Customer Acquisition
As a result from the initial Audit, the roadmap was discussed and finalised between both Euromonitor and Rawnet. Site optimisation and acquisition were the key areas to help support the original objectives and drive results in line with the KPIs.

Objectives

  • Increase the number of Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs).
  • Boost store sales.
  • Enhance communication of services and value proposition.
  • Reduce complexity for new visitors and increase engagement on the site.
Euromonitor-google-ad-preview

Optimisation

After page prioritisation was agreed on, the optimisation team started to reevaluate the purpose of designated pages and their roles. From there, wireframes were created and the pages designed, ready for the testing to begin.

An exit survey was added to the site to help understand user intent and feedback. The survey was kept small to encourage engagement and has provided a lot of feedback for the team to work through.

Customer acquisition

In line with our objectives to increase MQLs, the acquisition team generated 3 campaigns on LinkedIn with the sole purpose of capturing data. They contained retargeting audiences and net-new, and have targeted various countries with most being shown to a global audience.

The campaigns targeted their respective audiences with high-quality reports that were extremely relevant to their industry or job function. The acquisition team utilised creative split testing and real-time reporting to help constantly optimise the campaigns, generating the most amount of leads whilst optimising the budget that was given.

Results

63 %

MoM increase in LinkedIn generated leads

40 %

YoY increase in LinkedIn generated leads

126 %

MoM increase in Google generated leads

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