OLX appointed HubSpot Partner Beans United to implement HubSpot Marketing Hub and develop an Inbound Marketing strategy for user acquisition. The main objectives were lead generation, increasing website traffic, and coordinating marketing & sales activities
Increased Website Traffic
OLX managed to increase website traffic and position itself as a community thought leader by creating a personalized content strategy built around inbound marketing best practices.
In order to grow keyword rankings and improve topical authority, monthly SEO-optimized articles were created, with a focus on the buyer pain points, questions, and objectives. This involved custom designs for each page, web development using HubSpot CMS, and a flawless marketing-oriented setup for optimal campaign monitoring.
Qualified Lead Generation
Following comprehensive strategy sessions with its partner agency, Beans United, OLX implemented custom inbound marketing campaigns built around the primary pain points of its buyer personas. Premium content assets (ebooks, videos, and webinars) were created and promoted through specific email marketing campaigns and workflows in HubSpot. To generate awareness, organic tactics were paired with paid search and social media advertising.
Once potential buyers visited the landing pages developed in HubSpot, their actions were followed as they moved along the buyer's journey and were ultimately retargeted with bottom-of-the-funnel offers through paid advertisements. The leads who downloaded the premium content assets were enrolled in dedicated HubSpot lead nurturing workflows designed to progress them to the Consideration and Close stages.
One of the most successful inbound marketing campaigns was an on-demand webinar which was developed in partnership with a local eCommerce company, focusing on effective strategies to increase online sales. 80% of the audience was qualified and 53% of the contacts that interacted with the content advanced as MQLs.
Improved Lead Segmentation
OLX created a specific list of eligibility criteria that was used to better qualify the prospects that were sent along to the sales team for processing. Additionally, a personalized lead scoring system was developed, allowing OLX to better prioritize high-converting leads. This all contributed to improved communication between sales and marketing.
Lastly, the data from the website and campaign landing pages was used for reporting. The return on investment which OLX made in Inbound Marketing, Partner services and HubSpot surpassed all expectations:
- 153% Leads Increase YoY (2022 vs 2021)
- 468% MQLs Increase YoY (2022 vs 2021)
This HubSpot-powered inbound marketing partnership helped OLX Romania boost results through qualified lead generation, increased website traffic and customer loyalty, and better alignment between sales and marketing.
