ENVIRONMENTAL TILLAGE SYSTEMSDRIVING LEADS & SALES THROUGH DIGITAL MARKETING
Environmental Tillage Systems (ETS) is a national manufacturer of SoilWarrior strip-till systems. This equipment not only helps farmers defend the land through conservation tillage, it also increases fertilizer efficiency, enhances crop yield potential and provides substantial ROI. Since strip-till is a relatively new tillage method, education through digital advertising and content marketing helps facilitate lead generation, buyer confidence and a quicker sales cycle.
FLM Harvest helped ETS develop digital, social and content marketing strategies to drive website visits, leads and engagement. The following pages highlight website updates, ads and an integrated influencer campaign featuring NCGA Yield Contest winner David Hula that’s allowed ETS to exceed sales goals.
For the past two years, ETS has surpassed its sales goals and 2020 was one of the best years in the company’s history. Online and digital marketing efforts account for approximately 70% of sales team leads.
As of Q3 of 2020, ETS averaged 1,229 website visits/ week (+ 73% from 2019), which resulted in 333 leads (+ 80% increase over 2019) and 36 sales.
ETS segments contacts to feed their database for email nurturing. This is executed by their internal team.
The David Hula campaign helped ETS reach more than 5,000 monthly visits to their website for the first time in December 2019 and over 6,000 monthly visits for the first time in January 2020.
Additional stats include:
- 1,114 total engagements, 6,057 people reached, 51 shares
and 43 new page likes on Facebook.
- 639 total engagements, 16,194 total impressions and
20 retweets on Twitter.
- 7,465 views of the blog, with an average time on page
of 3 minutes.
- 8 new contacts and 16 total submissions to download
the SoilWarrior eBook
ETS tracked at least one sale directly to this campaign. The customer visited the website on 2/29/20 and subscribed to communications. He then called the sales office on 5/14/20 and purchased on 8/27/20.