HOW NAVITAS GENERATED OVER £1M OF SALES IN 7 MONTHS
5
PPC channels
239%
increase in goal completions
1
extremely happy marketing department
The client
Navitas is a modern day tech SaaS company that provides digital health and safety services to the food industry. Their clients range from multinational restaurant chains to hotels, schools and much more.
The company is based in the UK with clients located both in the UK and overseas.
We’ve been working closely with their Chief Marketing Officer, Dan Reid, and their Marketing Campaign Manager, Abbi Leake, for over 3 years, yielding some remarkable results.
We know that agencies often embellish their case studies so we decided to actually film a testimonial from them so you know it’s all true! See what Dan & Abbi have to say below.
The goals
“Let’s get digital, but we need some digital experts” is what Dan, the CMO at Navitas, was probably thinking when reaching out to Olly and Repeat on LinkedIn.
Navitas were looking to implement an aggressive online marketing strategy focused on lead generation. Their focus was to start bringing in more leads from local restaurants and businesses looking to digitise their food safety management.
Navitas were keen to create a fully integrated strategy, with ads running across a number of platforms, including paid search and social. They already had an in-depth marketing strategy in place, including email marketing, organic social media marketing and other more traditional strategies like partnerships. This meant any new paid campaigns needed to work together with their current strategies.
The company came with high ambitions, made even tougher due to the COVID-19 situation, but we were excited to take on the challenge!
Drive more leads from local hospitality businesses
Integrate ads with current organic marketing strategies
The strategy
To start, we created a wide set of search campaigns with relevant “bottom of the funnel” keywords, such as “digital food safety management” and “online food safety software”. This ensured we were getting found for relevant clicks and showing users relevant ads.
However, as the leads kept coming in so did the demand to grow further, with budgets increasing month on month in order to get more leads.
From here we offered and delivered a multi-channel cross-platform paid media and pay per click campaign. Our services expanded to include:
- Google Search Ads
- Facebook Prospecting Ads
- Facebook Remarketing Ads
- LinkedIn Ads
- Microsoft Bing Ads
- Twitter Ads
As with all our campaigns, we ensure we can track success. Our reporting software, WhatConverts, can assign leads to campaigns, keywords, and attribute sales quality and value. WhatConverts also allows calls to be recorded so you can listen in and see if the call was good or bad.
With the social prospecting ads across Facebook and LinkedIn, we produced several audiences based on the industries they wanted to target:
- Hotel audience
- Education and School audience
- Restaurant audience
- Powerful lookalike audiences based on the Facebook pixel
Each audience had their own relevant creative (for example hotel image and hotel text), relevant ad copy, and a relevant landing page to that industry.
It wasn’t completely plain sailing!
When working with clients, things don’t always go smoothly! One example with Navitas was when Apple severely impacted Facebook’s ability to track users on its devices, which affected a considerable proportion of our target audience. This led to a big drop in Facebook Ads performance, we got our action pants on and worked tirelessly to improve the situation. This included implementing CAPI pixel conversion tracking and setting up aggregated event management as per Facebook’s best practice.
We also tested Facebook lead form ads to avoid needing to go through to the Navitas site, eliminating the need for website conversion tracking. This worked very well and has become a mainstay of the Navitas Facebook Ads strategy.
The results
As a direct result of Repeat Digital’s paid media efforts, Navitas achieved over £1 million of projected sales revenue. Bing Ads achieved one of the greater cost per acquisitions, followed by Facebook Ads.
As a result of the continued growth, spend within paid media has increased by 12 times and plans are in place to further increase spend by more than 8x the current budget.
All of this was achieved with a budget less than £35,000.
Hear it from the Navitas Safety Marketing Team
Abigail Leake
Navitas Safety
Repeat are always helpful and are always on hand to help with anything needed. They have driven our leads up to every new target we aim for and work with us closely to ensure we maximise our potential. They are easy to get along with and a pleasure to work with.
Why our partnership with Navitas works so well
Focus on their marketing KPI’s
Like most marketing departments, Navitas Safety has KPI’s they need to hit which is why everything we do, from our campaigns to our reporting, aligns with those targets.
Weekly meetings
Clients like Navitas benefit from quick weekly check-ins to discuss performance, company updates and plans for the next week. These meetings are flexible and aren’t always required every week, but the option has always been there.
We have whatsapp groups with our clients and that’s where the majority of our communication is with Navitas. Whatsapp allows quick questions and responses, making it much more efficient than clunky emails. Email is left for the bigger pieces like reporting and sharing planning documents.
Direct access to technical account managers
Our account managers have both the technical skills and client facing skills so there’s no middleman getting in the way and delaying responses or dressing any issues up. Shout out to Layton and Olly for working so well with the Navitas team.
Rolling with the punches
Things don’t always go smoothly *cough, IOS changes, cough*. When things don’t go smoothly, we’re determined to take the punches and push through to find a resolution for our clients (see how we combated the IOS updates for Navitas above).
Trying new things
In digital we can’t stand still. We need to be pushing boundaries and testing new things and that’s what we did with Facebook lead gen ads, which became a brilliant source of leads for Navitas. It wasn’t all good though, Twitter Ads absolutely bombed. But if we didn’t try it we would have never known!
Honesty
When things haven’t gone as well, we’ve told the Navitas team the facts and not tried to dress them up. Having the truth of the situation puts everyone in the best position to drive through the tough times, swinging them back to the good times.
Training
We love it when our clients have a better understanding of digital. That’s why over the last few years we’ve held multiple training sessions to upskill the Navitas team. This ranges from Google Analytics training (UA & GA4 ) to showing them how to navigate the PPC platforms to find key stats.
The occasional outing
We’ve maybe been guilty of not doing this enough, but when we have it’s been a blast. The first time we invited the Navitas team to our office for a strategy day followed by tasty pub lunch at our riverside local. Then Navitas returned the favour by letting us tag along to their staff party (and use their open bar).
Extension of their team/teamwork
All the above has led to us being a part of their marketing team and not just an external agency. This is our goal for all clients. Afterall, teamwork makes the dream work! Being a more integrated agency means we understand Navitas’s business in much more detail and therefore can provide much more tailored strategies and suggestions to grow their brand.
Would your marketing department benefit from working with an agency like ours?
We’d love to hear about your business’s marketing and see how we can help. If you’d like to have an initial chat with us then please fill out the form below and we’ll be in touch to organise a call.
