FIGURA Digital consulting agency
We create and implement digital strategies for the achievement of the business goals through variety of internet-marketing tools.
Never use alike templates for the promotion of products and services: we analyze client’s niche, business model, business process and the competitors. We establish goals according to your plans for an active scaling. We create your unique figure!
Our main distinction from usual marketing agency is the team. We manage and put together our team of specialists according to the project’s specifics: The brand manager governs and manages the processes and implements the strategy, works close with client without actual enrollment to the client’s team.
Сorzan, BHMS, Faberlic, Energomost, Vitek, Sellwell
How Content Funnel Helped Improve Lead Quality and Conversion to Sales Traditionally, marketers use social networks and targeted advertising for b2c sales, but few people know how and undertake to sell services for business through them. Spoiler alert: we can. Our client of this case is a PR agency. They help businesses get into the top media, build and promote a personal brand, organize conference speeches, and provide other PR services. Product USP - “Effective PR with immersion in your brand. We register the media and the terms in the contract. " In general, the product is well packaged, the sales department worked promptly (the customer was called on average within an hour after leaving the contact).
4 hypothesis ( success). Added a content funnel to warm up the target audience Published 2 expert articles on vc.ru (with PR agency cases) and launched an outreach campaign in the target audience (there was a link to articles in the ads) For people covered by advertising (who have already touched the product), we launched a video creative with an offer to leave an application (which we tested earlier).
As a result, we were able to collect 57 hot leads, ready to communicate (the sales department only needed to submit a commercial proposal), having spent 61,000 rubles. This is 1069 rubles per lead. KP was sent to 31 leads. In 2 months 3 clients are closed (transaction cycle 1-2 months). Conversion of leads to payments at the moment is 2.8%. ROMI of an advertising campaign = 266% So, we helped our client set up the collection of high-quality leads and increase revenue. In the future, these leads will be warmed up through special offers, participation in various projects, as well as through personal communication.
The key to success: how to optimize your site and bring it to the top of the search in a few months.A new case from the agency FIGURA, in which we will tell you how to approach brand promotion from the most understandable and simple way and get maximum results. The company "GazProfService" started its activity in 2013. Then it all started with two employees. Now the staff of LLC "GazProfService" is 24 specialists and the team is constantly growing, allowing the company to take an ever more confident position in the market. By 2020, GazProfService has become a certified service center for more than 15 popular brands of gas boilers.
The client contacted us at the beginning of 2019 in order to optimize his website and its subsequent promotion in the city of Ufa.
In the first 2-3 months, we combined SEO promotion with hard work on site optimization: adding new categories, products, updating outdated information, etc. The semantics were selected for almost all sections of the site, which was periodically updated. The number of promoted phrases at the moment is 331.
From the first month, traffic from search engines has grown from 46 to a record 480 per month. The average position of phrases has grown to almost 40th place in 6 months in the Ufa region. Since this is an online store with a fairly large semantics, it takes a long time for all phrases to reach the top 10. However, already at the moment, thanks to the confident actions of our team, already 1/3 of the keys have secured their positions on the first search page. This task was an interesting challenge for us, and we do not plan to stop there. For more than a year, this brand has remained our client and they trust us with their promotion.
What a builder is, so is a house: a case study for SEO promotion from a rather difficult niche that will pleasantly surprise you In this case, the FIGURA agency will tell you about its experience of promotion in one of the most competitive and difficult niches to promote - construction. A good example of how best to cope with such a difficult task and get the maximum result.Since 2014, STROYENERGOPROEKT LLC has been working in the design and installation of engineering systems. All these years, our client has carried out diamond drilling and cutting in the framework of projects for the installation of ventilation systems, pipelines for water supply, heating and sewerage systems. In 2017, it was decided to separate diamond drilling and cutting into a separate area.
The client contacted us in May 2019. in order to optimize the site and its subsequent promotion in Moscow and the Moscow region. For more than a year we have been successfully promoting it, conquering all the great peaks.
The first step was to prepare the client's website for promotion - we updated the data, added full contact information, price list, etc. Further, in several stages, we directly engaged in promotion: collecting the semantic core and distributing it among pages, adding unique optimized articles on the site, purchasing external links and other SEO work, including improving the current one and adding new functionality.
Thanks to the well-coordinated actions of our team, our client managed to achieve incredible results for the brand of their niche. From the first month, traffic from search engines has grown from 0 to 200.
Blom is a startup producing eye patches with bio-soluble hyaluronic microneedles, launched in 2017 by the Moscow-based company Micronidl Industrial (a Skolkovo resident). Microneedle technology allows the delivery of active substances to the epidermal tissue without affecting the nerve endings and blood vessels of the skin. The product can be used in cosmetology, dermatology, immunotherapy and vaccination, as well as in the treatment of various skin diseases.
1. Inform the audience about the new innovative product, as well as about Blom's presence on the Russian market using a number of PR tools (complex PR); 2. Ensure a broad brand presence in the media space (publications in Top Media); 3. Ensure active brand promotion through testing by beauty experts.
1. Development of a PR strategy; 2. Preparation and distribution of press releases; 3. Initiation of publications in the media: articles, integration into reviews, provision of products for shooting.
More than 40 publications in top lifestyle media came out during the period of cooperation: Rusbase, Bazaar, Voyage, Ok-magazine, Peopletalk, Kommersant, BURO, Spletnik, Letidor, Liza and others. The project went on for 8 months, there were at least 5 placements per month. The total coverage in Moscow, the Moscow region and the Russian Federation amounted to more than 20 million unique visitors!
Client: Faberlic is the company considered one of the Russian leaders in direct sales of cosmetic products, and its most popular direction is oxygen cosmetics. Faberlic cares about its customers and, in order to keep up with the times, is expanding its product line, inviting consumers to think about their diet by including healthy products. For example, replacing one of the meals with a protein mix, with which our team was to work. Goal: The client set a goal for us - to increase the attendance and activity of subscribers of the group https://vk.com/faberlicofficial. We, in turn, have defined a task for ourselves - to create a cover for Vkontakte and introduce an interactive method of interacting with the audience. To implement the plans of the FIGURA team, the following plan was developed: Develop and describe game mechanics Render creatives Program cover Draw up the conditions of the competition Provide technical support for the period of the competition (21 days).
RESULTS OR WOW EFFECT After the first 2 hours of the first day of the contest, we have already received coverage of 4948 people, 4441 left comments under the promo post, 892 virality, 137 liked and 90 reposted entries on their wall. At the end of 21 days, the FIGURA team learned that 329 people published a contest post on their wall, 57,018 followed our activity in the group, and left 422,757 comments! As a result, all our shakers were filled with protein, the group - with activity, users - with positive emotions, and Faberlik - with joy and gratitude for our successful work.
The award-winning project Invisible Heroes is a collaboration of Chilean and Finnish filmmakers on diplomacy in the midst of the excesses of Pinochet's military junta. In favor of watching the film, one can cite the fact that it is based on genuine events known all over the world, and its main character is a real person, whom Russian viewers did not know about before the appeal of SHOT TV, the only and largest channel for short films, in our agency FIGURA. “The protagonist of the historical drama is Tapani Brotherus, a 35-year-old Finnish diplomat who works at the Finnish Embassy in Santiago.
The FIGURA team was faced with the task of effectively promoting an entertaining series, a laureate of many international awards, to a potential audience - Russians aged 25. The target audience was not chosen by chance - the drama is aimed at lovers of biography and history, while modern youth will prefer light and positive serials to this motion picture.
RESULTS Thanks to the organized promotion of the FIGURA team, "Invisible Heroes" will impress millions of Russians! Based on the campaign results, it was determined that the TV channel received 3000+ new subscribers to the channel and ROMI 150%.
Client: Auto curtains Trokot are curtains for cars that are easy to install manually on any vehicle. They protect the interior from both insects and overheating from the sun's rays. The target audience of the products are car owners over 25 years old. Together with the client, we identified two main tasks for ourselves at once: to test the TikTok platform and bring traffic to the landing page.
It was not clear how to use the new social network and how to sell in it
Part 1. Selecting ads and bannersSince the Trokot brand is actively advertised on social networks, at the time of the start of the advertising campaign, the client already had a large number of collaborations with autobloggers. It was decided to use them as advertising creatives. Part 2. Testing landing pages During the advertising campaign, only mobile landing pages were used. In order for the client to be able to scale the results obtained in the future, we conducted testing. 3 variations of landing pages were developed and tested and the most conversion of them was identified. Part 3. Experimenting with targeting settings The entire advertising campaign was divided in stages into 4 audiences: men from 25-34, 35-44, 55+ and all women from 25+. In the course of the experiment, a group of men aged 35-44 proved to be the most effective. The main difficulty turned out to be setting the settings by interests, since usually the quality of targeting when advertising to a wide audience leaves much to be desired and CPA often shows better results.
Part 4. Results or WOW effect Thanks to the courageous actions of our team, our client managed to achieve record results for an advertising campaign on the TikTok social network. On the way out, we got an ROI of 160 percent.
Task: The client asked to promote his YouTube channel. Topic: travel, yachting. KPI: It was necessary to increase the number of views by 40 thousand per month.
Previously, he used motivated traffic to increase the number of views worth 0.5rub per view, but such views did not give the channel growth, users did not leave comments or help in promotion, but only the number of views increased. The client was interested in the real development of the channel with the prospect of monetizing subscribers.
Solution: paid traffic and video seo optimization. 1)For paid traffic, we decided to select the 3 most popular videos on the channel and embed them as advertisements in other videos on YouTube. 2)What criteria did we use to select the audience? We integrate into videos of competitors (12 pieces) and channels with similar topics (32 pieces). 3)We show videos to people by key search query. Selected 151 keywords. By the interests of the audience: 15 topics. 4)Geo: Russian Federation, CIS and Europe, Russian speakers, from 18 to 64 years old 5)What criteria did we use to select videos? They should have the most organic feed views and an intriguing and engaging start (estimated first 5 seconds)
Result: We chose the audience for the selected videos so accurately and correctly that the cost of 1 viewing turned out to be almost 2 times lower - 0.56rub . As a result, for the allocated budget, we received +88,945 unique views. Compared to the ad-free and SEO-free period previous perido, there were only 7341 page views per month.In addition to views on highlighted videos, we received 1,079 additional views - these are unpaid views that are registered if a user watches other videos on the channel within 7 days after viewing the ad. At the end of the month, we received +184 new subscribers, cpf = 217 rubles which is 2.4 Euro.
Every single B2B case is a challenge especially in industrial industry. Also, Corzan doesn't have an office branch in the country. The desicion making process in a such industry is very long.
What we did to achieve KPI:
1) PR campaign in local digital magazines
2) Social media marketing in FB and OK
3) Targeted ads campaign in social networks FB and OK
4) Google and Yandex ads campaign
5) Email marketing campaign
We created unique strategy that achieved short-term and long-term goals through expert marketing and fresh new ideas. We created marketing strategy for our client into the world through online and offline tools. FIGURA prepared the Brand with a solid lead generation strategy and the metrics to back it up. We prepare complex strategy to achieve exposure through social media, offline events, advertisement, influencers, creative concepts and overarching campaigns.