YelloEnergy needed to scale its marketing from regional to locations across Australia when it first contacted DINTW Digital Marketing Company in India. The business needed to develop a “repeatable” digital platform so that it could quickly launch it in new regional markets, where it is rapidly growing. YelloEnergy then merged regional teams under a national brand as part of their growth strategy and launched a national solar energy solution offering.

DINTW revitalised YelloEnergy’s SEO metrics significantly. This included extensive link building, content marketing, and technical SEO, which laid a solid foundation for growth that can be easily replicated for new acquisitions. Since the start of this campaign, organic search traffic has increased steadily. Outreach for link building plays a significant role in our larger SEO strategy for the brand. These days, links to YelloEnergy’s content, as well as to other pages on our site, are accruing organically because of the cumulative effect of our many link building efforts. 

Organic search traffic has grown by 11.2% since the start of this campaign, with some terms growing by over 600%. 

We developed a full-funnel content marketing strategy that considers the different stages of the customer journey (top, middle, and bottom) and how it affects the customer’s relationship with this Australian solar energy company, including content like blog posts, product detail pages, location pages, etc.

Most websites have only one story: a top-of-funnel story that converts browsers into customers, but neglects to add a middle-of-funnel content piece to convert those browsers into subscribers and loyal fans. To maintain the story’s momentum, you must fill your sales funnel with stories that convert at various stages of the sales process. When developing a full-funnel content marketing strategy, it is crucial to make your target audience the focal point of your stories.

Having a well-researched and fully optimised page targeting specific keywords is the best thing to consider when optimising a search engine marketing campaign. For example, the Google search engine knows that many people searching for “laptop advice” are probably thinking about buying a laptop. 

For the Solar company in Australia, we adopted a highly regionalized strategy. Therefore, account-level consolidations have significantly enhanced campaign performance without sacrificing relevance. For PPC, grouping by themes and intent has been pushed down to the ad group level to enable the algorithm to discover the most cost-effective conversions across locations. Now, campaigns are separated by state and keyword category.

Based on keyword themes, ad groups within each campaign are further segmented into subcategories. Ad groups are also segmented by match type, allowing us to direct traffic to exact match keywords with higher quality scores and, consequently, lower CPCs. We discovered through testing that responsive search ads have a slightly lower CTR than expanded text ads. However, this ad type frees up inventory due to its increased relevance and ad rank.

In June, call-only advertisements were introduced in all fifty states. Initially, these advertisements were included in both brand and generic campaigns. In addition, we examined various bidding strategies to ensure that these advertisements served a significant number of impressions.

Each newly onboarded client is allocated a customer success manager tasked with establishing an internal team to manage the account. We begin our partnership with a thorough review of your current business challenges, goals, and marketing approach. Then, a marketing strategy and the initiation of the initial campaign are implemented. We conduct monthly reviews with every client to discuss monthly performance indicators and the upcoming week’s schedule.