Nibo Stone
Are you looking for beautiful natural stone or ceramic tiles? Perhaps because you are renovating, or want to give your home an upgrade? Then you have come to the right place at Nibo Stone. Since 1923, this company has the largest range of floor tiles in natural stone and ceramics and, with showrooms in Venlo and Vianen, is easily accessible for a large part of the country. With our team, we have been helping Nibo Stone get their online marketing right for several years now, but this time a new challenge came up to bite us in the ass.
Tapping into a new target group: potential customers who do not currently know they will become customers
Through a variety of channels, Nibo Stone has become quite visible over the years. The Google Ads and social media ads, for instance, are pretty much in place, and structurally a nice stream of customers comes out of them. It was time to think beyond the traditional and somewhat standard channels, with a simple question: what can we do to not only find customers through the standard channels, but tap into new potential customers? Who might not be about to buy a floor now, but will be in the future? Together with Nibo Stone, we gladly took up this challenge.
What is available, what can be profitable, and how can we leverage that to find potential customers?
This challenge began with two things:
- Seeing what is available in terms of content, promotions or other possible interesting things we can do something with to make potential customers interested in our products. What had been available for some time was an ebook. If you are interested in interior design or natural stone or ceramics, such an ebook is excellent to take a look at. To see if your style is among them. We could do with that. Then we thought about the following.
- Such an ebook is nice and all, but to what extent do you really reach people who might buy a floor from you one day? Will this not be a target group comparable to people who look at houses on Funda every day, but never move? So people who just look because they like what they see, but don’t take action. That was the question: does such an ebook actually generate sales? This ebook had been promoted through Facebook ads in the past, so we dove into the data.
Strategy: Deploy ebook, via new leading page and Google Ads campaign
When analysing the data, we saw something interesting. Namely that customers had indeed resulted from promoting the ebook. As it turned out, for every euro spent on promoting the ebook, more euros were earned back. Exact numbers we unfortunately cannot share, but we are still doing this successfully. So a logical step was to start trying this via Google Ads as well.
To get the best possible results from this, we set up a new landing page that was entirely focused on downloading the ebook. This was accompanied by new Google Ads campaigns, again with relevant keywords regarding the ebook.
Result: €6,64 per lead and a positive ROAS
Pretty soon after the launch, the first ebooks were downloaded, for a relatively low cost. Eventually, these campaigns resulted in new ones that we paid €6,64 for each. This again looked at what those leads actually delivered, and again we saw a positive ROAS or ROI.
Promoting such an indirect lure thus proves very interesting for a company like Nibo Stone to eventually find new customers among people who, at the time of downloading the ebook, were not necessarily ready to buy a product.
