How we helped a B2B client increase fuel card sales

How we helped a B2B client increase fuel card sales

by | Sep 9, 2024 | Case Study

Our client is a dynamically growing company that has specialized for years in providing modern fuel card solutions aimed at B2B companies. This well-established company serves a broad spectrum of clients, from small and medium-sized enterprises to large corporations for whom optimization of fuel costs is a key element of financial management.

The client approached us with a clear need to increase sales of its products, noting the increasing competition in the industry and the changing needs of its customers. One of the main challenges we faced was to reach a wider group of potential customers who could benefit from the advantages of the fuel cards offered. Our client wanted not only to increase the number of cards sold, but also to build lasting relationships with new business partners, which could result in long-term benefits for both parties.

In response to these needs, we worked with the client to develop a comprehensive marketing strategy that took into account both the specifics of the industry and the unique needs of its customers. We focused on precise targeting and the use of modern communication tools, which yielded significant results, which we will discuss later in this article. Thanks to this strategy, we were able to not only meet our goals, but also exceed our client's expectations, resulting in further cooperation.

 

Determine the profile of the ideal customer

 

The first and extremely important step in our cooperation was to precisely define the profile of the ideal customer. We knew that precisely defining our target group would allow us to be more effective in our marketing efforts and achieve our goals. In the process, it was crucial to understand which companies could benefit most from the fuel cards offered by our client, and then focus on those with the greatest potential to purchase them.

First of all, we focused on companies that have fleets of company vehicles. These were primarily transportation, logistics and construction companies, where fleet management is a daily challenge. For these companies, the ability to use fuel cards was not just a convenience, but a necessity that allowed better control of fuel expenses and improved operational processes.

Another key criterion was high fuel demand. We identified that companies that regularly use a lot of fuel can significantly reduce their operating costs with fuel cards. In particular, we paid attention to companies for which the price of fuel is an important part of the budget, and any savings translates into improved profitability for the entire business. Fuel cards, offered by our client, were not only a tool for these companies to control expenses, but also a way to increase financial efficiency.

A final, but equally important aspect was that these companies should had B2B structures. We understood that B2B companies regularly needed to manage fuel costs, as well as optimize operating expenses. For such companies, our fuel cards provided an ideal solution that made it easy and fast to account for fuel expenses, as well as provide additional benefits such as discounts and loyalty programs.

With such a detailed profile of the ideal client, we were able to target the companies that had the greatest potential to benefit from our client's offer. This allowed us not only to increase the effectiveness of the campaign, but also to maximize the return on investment, which in turn translated into the satisfaction of both our client and his new business partners.

 

Marketing strategy 

 

Having precisely determined the profile of the ideal client, we proceeded to implement a campaign that aimed to maximize the potential of the identified target groups. We knew that the key to success would be the proper selection of communication channels and the adaptation of the message to the specifics of each market segment. Therefore, we decided to focus our activities on two key areas: e-mail marketing and SMS marketing.

As part of e-mail marketing, we targeted personalized e-mails to a carefully selected database of companies that met the established criteria. Each e-mail was precisely tailored to the recipient, taking into account the specifics of their industry and individual needs. In the content of the e-mails, we emphasized the most important benefits of using fuel cards, such as saving time and money, the ability to effectively manage a fleet and full control over fuel costs. We made sure that the message was clear and understandable, while at the same time arousing interest and motivating people to take action. In addition, the emails contained visually appealing elements, such as graphics and infographics that presented the main advantages of the offer in an accessible way.

In parallel with the e-mail campaign, we also decided to use the SMS channel to reach decision-makers in companies. We knew that in certain industries, where quick response counts, short and specific SMS messages could be particularly effective. The SMS messages contained a concise but precise message with an offer and a link to quickly purchase a fuel card. This allowed recipients to immediately go to the purchase page, significantly shortening the decision-making process and increasing the chance of conversion. The SMS channel proved to be extremely effective, especially for companies that prefer fast and direct forms of communication.

Thanks to the synergy of these two channels, we were able to not only reach a wide range of potential customers, but also effectively motivate them to take advantage of the offer. The combination of personalized e-mail marketing with dynamic and direct SMS marketing allowed us to achieve our goals, and the results of the campaign confirmed that it was a strategy well suited to our client's needs.

 

Campaign results

 

Our activities produced tangible and very satisfying results that not only met, but in many respects exceeded our client's expectations. The focus on precise targeting and skillful use of selected communication channels resulted in impressive results in a relatively short period of time.

In just one month, we were able to generate as many as 20,000 clicks to the fuel card website. This number translates into a huge amount of traffic to the site, which provided a solid basis for further conversion efforts. Such a result confirmed that our strategy of reaching a well-chosen target group was effective, and that our message hit the needs of potential customers.

Equally importantly, we were able to maintain our cost per click (CPC) at PLN 1.4, which is an extremely competitive rate in the context of the B2B industry. Achieving such a low CPC testifies to the high efficiency of our advertising campaigns, which were well optimized from a cost perspective, while maximizing the value of each click. As a result, our client was able to enjoy not only high website traffic, but also a favorable cost-to-results ratio.

However, the most important indicator of the success of our campaign was the number of fuel cards sold. Within a month, we managed to sell more than 200 cards, which not only met but even exceeded the client's original expectations. Such a result not only confirmed the effectiveness of our activities, but also built a strong foundation for further long-term cooperation. For us, the customer's satisfaction with the results achieved was the best proof that our strategy was well adapted to their needs and expectations.

The success of the campaign was the result of the synergy between precise targeting and effective use of selected communication channels. Focusing on the right tools and strategies allowed us to effectively reach the target group, which translated into real sales results. Our cooperation with the client, based on trust and a professional approach, resulted not only in great results, but also in the further development of our business relationship.

 

Summary

 

Thanks to our cooperation, the client achieved its goals, and we were able to enjoy another successful project. The results achieved made the client decide to continue working with our agency, which for us is the best confirmation of the effectiveness of our activities.

This case study shows how important it is to choose the right marketing tools and precise targeting to achieve the desired goals. We are pleased that we were able to help the client achieve success and look forward to further joint projects.

Ethical marketing and agency, or affiliate marketing with principles

Ethical marketing and agency, or affiliate marketing with principles

by | Mar 26, 2024 | Basics

In today's dynamic marketing world, where competition is increasing, building lasting relationships based on trust is becoming a key element in the success of any organization. With advances in technology and the growing online presence of companies, there is a growing need for ethical marketing practices, especially in the area of affiliate marketing.

Affiliate marketing, as one of the most effective promotional tools, requires special attention in terms of ethics and morality. The key elements of this process are transparency, honesty and respect for the customer and business partners. For the sake of maintaining the trust of the audience and building a positive brand image, affiliate marketers should follow certain rules of conduct.

Transparency is integral to ethical affiliate marketing. Customers should be clear about the nature of the advertiser-publisher relationship and receive clear information about the products and services offered. Integrity involves providing reliable promotional content that does not mislead the audience or promise unfeasible benefits. Respect for the customer means taking care of their needs and well-being without violating their privacy or abusing their trust.

 

Why is ethics important in affiliate marketing?

 

Affiliate marketing, which is one of the most effective business models, is based on cooperation between advertisers, publishers and consumers. In such a context, ethics plays a key role, as it is the foundation on which trust in business relationships is based. Trust is the essence of affiliate marketing, as customers expect that the information and recommendations they receive are honest and trustworthy.

An important aspect of ethical affiliate marketing is transparency in the relationship between all parties involved in the process - from advertisers to publishers and consumers. Advertisers should be clear about their expectations of affiliate partners, and publishers should provide reliable information about the products or services being promoted. Key words in the topic of ethics in marketing are: transparency, integrity, trust, business relations, consumer, advertiser, publisher, recommendations, information, honesty, dignity, and trust.

 

What are the rules of ethical conduct in affiliate marketing?

 

In today's fast-paced marketing world, building lasting relationships based on trust is becoming a key component of any organization's success. With the development of technology and the increasing presence of companies in the online environment, there is a growing need for ethical marketing practices, especially in the area of affiliate marketing.

Transparency is an extremely important element in ethical affiliate marketing. Advertisers and publishers should transparently present their affiliate relationships and interactions to ensure clarity and understanding for their audiences. By being transparent about compensation, affiliate relationships and business connections, we build trust and loyalty with our customers.

Authenticity and honesty These are the foundations on which affiliate marketing should be based. Advertisers and publishers should recommend products and services that they believe in and that align with their brand values. Avoiding unfair practices, such as promoting products just for the sake of a high commission, helps build a positive reputation and maintain customer loyalty.

Responsibility for content is a key aspect of marketing practices. Affiliate marketers should be aware of the impact of their actions on their audience and ensure that promotional content complies with applicable laws and is not misleading. Implementing accountability policies for published content helps build trust and brand reputation.

Compliance with legal and regulatory provisions is integral to ethical affiliate marketing. Compliance with applicable data protection, consumer rights and advertising laws is not only a matter of ethics, but also provides protection against possible legal and financial consequences.

Building valuable relationships with business partners and audiences is crucial to long-term success in affiliate marketing. Relationships based on mutual respect and benefits for both parties help build trust and loyalty, which translates into lasting business relationships and increased effectiveness of marketing efforts.

 

Summary

 

Ethical practices in affiliate marketing are the foundation for building lasting relationships with customers and business partners. Adherence to principles of ethical conduct, such as transparency, authenticity, accountability and legal and regulatory compliance, are key to maintaining audience trust and building a strong and competitive position in the market.

In today's business world, where reputation and credibility are key factors for success, ethics are becoming an integral part of a successful marketing strategy. By nurturing ethical values and employing honest practices, affiliate marketers build lasting relationships based on mutual respect and mutual benefit. Striving to maintain high ethical standards contributes not only to short-term benefits, but also ensures long-term success and stable business development in a dynamic and competitive business environment.

 

Affiliate program, affiliate, affiliate marketing and publisher

Affiliate program, affiliate, affiliate marketing and publisher

by | Mar 19, 2024 | Basics

In today's globalized marketing world, the word "affiliation" is becoming increasingly popular. It may be a new concept to many, but for those who want to effectively promote their products or services online, affiliation is a key part of marketing strategy. But did you know that behind this mysterious word is a whole world of opportunities and profits? Affiliate programs, affiliate publishers, affiliate networks - these are just a part of the complex puzzle in which every affiliate link can turn into profit. In this article, we will take a closer look at this phenomenon, discover its secrets and hidden potentials, and share proven strategies for success. Are you ready for a journey through the land of affiliation? We invite you to read where the mystery becomes clear and the possibilities become reality

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What is an affiliation?

 

Affiliation, also known as affiliate marketing, is a dynamic cooperative marketing model that is revolutionizing the way companies promote their products or services in the online world. In this system, one company, called an advertiser, forms a partnership with another company, called a publisher, to promote their offerings. A key element of affiliation is the way publishers are rewarded for effectively promoting the advertiser's products. In return for their efforts, publishers receive a predetermined commission for each desired user action, such as a click, registration or purchase. This is not only an effective way of promotion, but also a business model that allows both advertisers and publishers to generate revenue. By using a variety of channels, such as banner ads, affiliate links or newsletters, publishers are able to generate traffic to websites or other platforms, which translates into real profits for both parties. Not only does affiliation allow publishers to make money by promoting products or services, but it also allows advertisers to have an effective marketing campaign in which they only pay for specific activities, making it a cost-effective and highly efficient model.

 

How does affiliation work?

 

Affiliation works as an efficient mechanism where the advertiser and publisher join forces to promote products or services. In this process, the advertiser provides the publisher with special affiliate links, equipped with unique tracking codes that are crucial for monitoring the effectiveness of the campaign. When a user clicks on such a link and takes the expected action, such as making a purchase or registering on the advertiser's site, through the affiliate system this action is tracked and attributed to a specific publisher. It is through precise tracking and identification of the user's actions that the entity can be appropriately rewarded for its involvement. The commissions that the publisher receives are predetermined and are fair compensation for the traffic or conversions generated. In this way, the advertiser can effectively monitor the return on investment, and the publisher can count on a fair payout for his work in promoting offers. This partnership approach, based on mutual trust and benefits, makes affiliation an extremely attractive cooperation model for both parties.

 

Affiliate publisher, media house and affiliate network

 

In the affiliation process, which is an extremely complex marketing mechanism, we can distinguish three key players: the advertiser, the publisher and the affiliate network. The advertiser, which is often the dominant party in this puzzle, is the company that not only offers its products or services for promotion, but also initiates the entire affiliation process. It is the one that takes the first steps in creating the promotional strategy and defines the goals it wants to achieve. Thanks to its experience and knowledge, the advertiser is able to set clear goals for the publishers, setting both expectations for the number of clicks, registrations or conversions, as well as the amount of commissions for these activities.

On the other hand, we have publishers, who play an extremely important role in the affiliation process. They are the ones who, using their communication channels such as websites, blogs and social media, make the effort to promote the advertiser's offers. The publisher is really the link between the advertiser and potential customers, providing them with valuable information and encouraging them to take specific actions. Using the tools provided by the affiliate network, publishers are able to precisely track the effects of their actions, which gives them confidence in the effectiveness of their efforts and enables them to optimize their promotional strategies.

An important element in the whole process is also the affiliate network, which acts as an intermediary and provides the appropriate technological tools to make the whole mechanism work smoothly and efficiently. The affiliate network acts as a kind of mediator, which not only connects advertisers with publishers, but also provides them with the necessary tools, such as special tracking links, reports or commission settlements. Thanks to their knowledge and experience, affiliate networks are able to provide professional technical and consulting support to both parties, which translates into efficiency of the whole process. It is thanks to the involvement of affiliate networks that the entire affiliation process becomes more transparent and efficient, and the parties involved can count on clear rules of cooperation and fair settlements.

 

How to make money from affiliation? 

 

Affiliate earning is an extremely diverse and flexible process that offers many opportunities to generate income. One of the most popular models is commission per sale, or what is known as Cost Per Sale (CPS), where the publisher receives a predetermined percentage commission on each unit of product or service sold. This model allows publishers to generate attractive income, especially if they promote high-value or high-popularity products, resulting in more sales.

In addition to sales commissions, there are other models for compensating publishers. One of them is commission per click, or Cost Per Click (CPC), where the publisher is paid for each click on special affiliate links leading to the advertiser's site. This model is particularly attractive to publishers who have a lot of traffic to their websites, because even if the user does not make a purchase, the click generates revenue for the publisher.

Another model is commission per lead, also known as Cost Per Lead (CPL). In this case, the publisher is paid for each lead acquired, i.e. a potential customer who takes a specific action, such as registering on the advertiser's site or filling out a contact form. The CPL model is particularly useful for advertisers who want to increase their potential customer base, while for publishers it represents an opportunity to generate revenue even without a sales transaction.

The last model is commission per display, known as Cost Per Mille (CPM). Here, a publisher is paid for every thousand impressions of an ad on their website. Although this model requires a lot of traffic to the site, it can be attractive to publishers who have a large reach in the market, because even if a user doesn't click on the ad, the display itself generates revenue for the publisher.

Thanks to the variety of remuneration models, affiliation is becoming an attractive way of earning for both publishers and advertisers, allowing the flexibility to tailor strategies to specific business needs and goals.

 

In a word of conclusion

 

Affiliation is not only a dynamic, but also a versatile form of marketing that offers many benefits for both advertisers and publishers. With effective affiliate programs, companies can not only increase their online visibility, but also attract new customers, increase sales and build lasting relationships with business partners. In today's globalized world, where competition is increasing and customer expectations are constantly rising, affiliation is becoming an integral part of marketing strategy.

For advertisers, affiliation is not only a way to make efficient use of the marketing budget, but also an opportunity to reach a wide audience through a variety of promotional channels. By working with affiliate publishers, advertisers can effectively promote their products or services, reaching potential customers in a more personalized and targeted way.

For publishers, affiliation is not only an opportunity to generate additional income, but also an opportunity to enrich content on their online platforms by promoting valuable products or services. By participating in affiliate programs, publishers can leverage their reach and engage their community, thereby creating a bond with brands and building loyalty among their readers or users.

It is therefore worth considering affiliation as an integral part of a marketing strategy, especially in the digital age, where the Internet plays a key role in business and communication with customers. With affiliation, advertisers can reach their target audience more effectively, and publishers can leverage their resources and influence to grow online business.