Overview
Trusted Shops is the leading system for secure online purchases in Europe, offering a comprehensive service for the benefit of both the shop owner and the consumer, which encompasses accreditation, trust mark and buyer protection.
In order to boost their presence in the UK and France and to increase sales, Trusted Shops engaged Digital Dialog to help position them as an industry expert and to generate more enquiries from e-commerce retailers in both these markets.
Brief
The campaign’s primary goal was to generate high-quality, opt-in leads from e-commerce retailers in the UK and France, adhering to stringent acceptance and exclusion criteria. Additionally, the campaign aimed to establish Trusted Shops as a leading industry authority and the go-to resource for small and medium-sized online retailers seeking to boost their store’s credibility and optimise their e-commerce operations.
Strategy
Digital Dialog, in collaboration with the client, developed a content marketing strategy centered on collateral-based outreach. The campaign targeted small to medium-sized e-commerce retailers, offering free, valuable resources to enhance their online processes and establish credibility with their target audience. These resources included a comprehensive handbook for online retailers, white papers on effective email marketing, and guides covering industry best practices.
To showcase this content, Digital Dialog created and hosted dedicated landing pages in both English and French. These pages were designed with subtle branding and a clutter-free layout, effectively communicating the benefits of the downloadable resources. The landing pages requested only essential information from visitors, striking a balance between data collection and user convenience. Throughout the campaign, multiple versions of these pages were developed and optimized for both desktop and mobile platforms.
Concurrently, we built targeted audience profiles to direct potential leads to the landing pages. Our multi-channel approach included email marketing, LinkedIn and Facebook campaigns, display advertising, and pay-per-click (PPC) strategies. We utilized niche email lists of online retailers across various categories and leveraged LinkedIn’s targeting capabilities to reach individuals managing or owning e-commerce websites. Google Adwords played a crucial role in driving high-quality traffic through both search and display ads.
To maximize conversion rates, we conducted thorough analyses of each landing page variant. The insights gained helped us optimize page elements and pre-populate fields where possible, encouraging retailer opt-ins and minimizing the time required to complete downloads.
With granular targeting on social media we focused on business professionals used to short messages with specific information. Rather than spread display ads across the usual websites we concentrated on defined strategies for websites frequented by business professionals and leveraged audience targeting to narrow down travellers with an intent for business travel. These included those in the market for flights to London who would benefit from the key selling points of location, time and convenience. Our strategy was to create a specific awareness of the airport’s services and facilities using defined keywords with key messages. We A/B tested our standard iAB ad creatives to ensure the messages were reaching the right audiences with the most productive information designed by our own digital strategists to deliver the best engagement.
Results
Fully-qualified leads as per strict exclusion criteria.
Audience reach
increase in enquiries immediately after campaign completion.