Calcamite

Paid Social Marketing

Calcamite, part of JoJo Tanks (Pty), is a pioneer in packaged wastewater treatment plants in South Africa, with over 40+ years of experience.

80%

increase in leads (ROAS)

425%

increase in contact conversions

166%

increase in landing page views

Brief & Objectives

Ruby Digital implemented comprehensive digital marketing strategies to increase the number of intent-focused visitors to JoJo’s websites and promote revenue-generating calls to action. To achieve this, the following steps were undertaken:

Social Media Paid Advertising: Initially, our paid social media strategy aimed to boost brand awareness and engagement. We focused on expanding our reach to engage our target audience effectively. We also concentrated on growing our social following, particularly on platforms like Facebook and LinkedIn, where our target market is prominent. Our campaigns were carefully crafted to optimise reach and educate our audience, building brand authority and trust. Effective audience targeting was prioritised to reach potential customers. As we achieved sustainable growth in awareness metrics consistently, we gradually shifted towards a traffic and conversion-focused approach. Monthly campaign optimisation ensured maximum effectiveness in audience targeting and budget allocation. This not only enhanced our traffic metrics but also laid the foundation for custom remarketing audiences in future campaigns. By focusing on generating high quality traffic to the website we have also been able to see improvements and substantial growth in our conversions, supporting our Business Goal of improving overall ROI.
Effective conversion tracking to ensure accurate reporting: To deliver accurate insights and reporting monthly, we meticulously established conversion tracking to monitor key events and priority conversions on the website. This involved thorough tracking through server- and browser-side methods, along with ongoing testing to ensure accuracy. We also updated conversions based on client priorities and website changes, such as replacing the lead form with a new Wastewater Solution Questionnaire.

Challenges

Initially, a key challenge was rapidly establishing trust and brand recognition/awareness amidst existing competitors and their established, extensive following and presence. This necessitated building a sizable audience and social following through consistent monthly advertising efforts, with the understanding that generating valuable, high-quality leads for Calcamite would require time.

Our Solutions

To address this challenge, we devised the following solution:

Targeted Advertising Campaigns: Our strategy involved crafting targeted advertising campaigns aimed at effectively reaching and engaging our ideal target audience. Beginning with a broad audience targeting approach, we systematically refined our targeting parameters using data-driven insights. This enabled us to pinpoint the most relevant demographics, interests, and behaviours, maximising the efficiency of our ad spend. Additionally, we emphasised segmenting our target audience into distinct groups based on their unique needs, industries, and pain points etc.
Intent-focused ad campaigns: We focused on creating compelling and relevant ad content, with an emphasis on clear intent-focus, that speaks to the target audience’s interests and pain points. This content highlighted Calcamite’s expertise and value proposition. Coupled with precise audience targeting, our efforts enabled us to effectively reach potential customers and directly address their needs, offering tailored solutions.
Organic and Paid Social Advertising Implementation: While we executed a paid advertising strategy to enhance brand awareness and generate high-quality leads, it’s crucial to recognise that our ongoing organic social presence and consistent activity significantly contributed to expanding our following and overall customer sentiment. This exemplifies how, when employed in tandem, these two channels synergistically drive our key outcomes.

Results

(Period: December 2023 vs December 2022 – One-year comparison)

17% increase in reach.
165.8% increase in landing page views (traffic).
425% increase in contact conversions.
80% increase in leads.

Additionally: We grew our total following on Facebook by 12% (620 new followers) since the start of service and our LinkedIn following by 80% (216 new followers). Collectively growing our social following with 92% (1380 followers) in total across both platforms.

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