High Horse

BACKGROUND

Please describe your company and position.

I am the Founder of Setmi India

Describe what your company does in a single sentence.

Setmi India stands as a leading dealer and supplier of critical electronic components, powering innovation across India's industrial and technological sectors. We specialize in providing high-reliability, precision-engineered parts that form the backbone of modern electronic systems.

Our core product range addresses the fundamental needs of connectivity, signal integrity, and user interface in any electronic assembly. 

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire High Horse to accomplish?

• Online Brand Setup
• Social media promotions
• Creative Designing

SOLUTION

How did you find High Horse?

Referral

Why did you select High Horse over others?

• Pricing fit our budget
• Referred to me

How many teammates from High Horse were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

1. Digital Strategy & Market Analysis · Scope:  · Conduct a deep-dive analysis of SETMI INDIA’s current online presence, target audience, and competitors.  · Define brand positioning, core value propositions, and key differentiators (e.g., quality, reliability, technical expertise).  · Develop a comprehensive digital marketing strategy, including content pillars, channel selection, and a 6-month tactical calendar.  · Establish Key Performance Indicators (KPIs) for measuring success (e.g., lead generation, website traffic, brand engagement).· Key Deliverables:  · Competitor Analysis Report: A detailed document outlining competitor strategies, strengths, and weaknesses.  · Brand Positioning & Messaging Guide: A framework for all future communication.  · Comprehensive Digital Marketing Strategy Document: The master plan for all activities.  · Content & Editorial Calendar: A detailed, month-by-month plan for all content and social media activities. 2. Website Optimization & Landing Page Development · Scope:  · Perform a technical and UX audit of the existing website to identify areas for improvement in speed, navigation, and user journey.  · Optimize website content and structure for search engines (On-Page SEO) to improve organic visibility for key terms like "electronic circular connectors," "RF connectors in India," etc.  · Design, develop, and copywrite high-converting, product-specific landing pages for key product lines to capture leads from targeted advertising and content campaigns.· Key Deliverables:  · Website Audit Report: With actionable recommendations for improvement.  · SEO-Optimized Website Pages: Including meta tags, descriptions, and content refinements.  · 3-5 High-Converting Landing Pages: Designed for specific campaigns (e.g., a landing page for a new line of Metal Push Button Switches).  · Integration of Lead Capture Forms and Call-to-Action (CTA) buttons. 3. Content Marketing & Creation · Scope:  · Develop a content strategy that establishes SETMI INDIA as a thought leader.  · Create high-value, educational, and engaging content tailored to engineers, procurement managers, and industry decision-makers.  · Content formats will include SEO-driven blog articles, technical articles, infographics, and short-form video explanations.· Key Deliverables (Monthly):  · 4 x SEO-Optimized Blog/Technical Articles: (e.g., "How to Choose the Right RF Connector for Your Application," "The Role of Circular Connectors in Harsh Environments").  · 2 x In-Depth Technical Guides or eBooks: (e.g., "The Ultimate Guide to Industrial-Grade Push Button Switches" - gated for lead generation).  · 2 x Infographics: Simplifying complex product specifications or application use-cases.  · 2 x Short Explainer Videos: (60-90 seconds) showcasing product features or applications. 4. Social Media Management & Marketing · Scope:  · Manage and grow SETMI INDIA’s presence on relevant platforms (primarily LinkedIn for B2B and Instagram/Facebook for brand building).  · Execute the content calendar with consistent, chronological posting to build a loyal community.  · Develop platform-specific creatives to drive engagement, website traffic, and brand recall.  · Implement community management strategies, including responding to comments and messages in a timely manner.· Key Deliverables (Monthly):  · 16-20 Social Media Creatives: A mix of static images, carousels, and short videos designed for each platform.  · Consistent Posting Schedule: 4-5 posts per week per platform.  · Monthly Social Media Performance Report: Tracking growth in followers, engagement rate, reach, and clicks. 5. Paid Advertising (PPC & Social Media Ads) · Scope:  · Create and manage targeted paid advertising campaigns on Google Ads (Search Network) and LinkedIn Ads.  · Campaigns will be designed to generate high-quality leads and drive targeted traffic to the website and specific landing pages.  · Continuously monitor, A/B test ad copy/creatives, and optimize campaigns for maximum Return on Ad Spend (ROAS).· Key Deliverables:  · Structured Google & LinkedIn Ad Accounts.  · A/B Tested Ad Copies and Creatives.  · Weekly Campaign Performance Check-ins and a Detailed Monthly PPC Report including leads generated, cost-per-lead, and impression share. 6. Reporting & Analytics · Scope:  · Provide transparent and data-driven reporting on the performance of all activities.  · Track all KPIs against the goals set in the strategy phase.  · Hold monthly review meetings to present results, gather feedback, and refine the strategy.· Key Deliverables:  · Comprehensive Monthly Performance Report: A consolidated document covering website analytics, SEO progress, social media metrics, and advertising results.  · Monthly Strategy Call: A dedicated meeting to discuss insights, performance, and strategic adjustments for the upcoming month.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

1. Website Performance Metrics

· Traffic Growth:
  · Organic Traffic: Increase by 60% (e.g., from 500 to 800 monthly visitors).
  · Total Website Visitors: Increase by 75% (e.g., from 1,000 to 1,750 monthly visitors).
· User Engagement:
  · Average Session Duration: Increase from 1 minute to 2.5+ minutes.
  · Bounce Rate: Decrease from 65% to below 45%.
  · Pages per Session: Increase from 1.8 to 3.5.
· Conversion Metrics:
  · Overall Website Conversion Rate: Achieve a 3% rate (across all lead sources).
  · Landing Page Conversion Rate: Achieve a 7-10% rate for dedicated PPC landing pages.

2. Search Engine Optimization (SEO) Metrics

· Keyword Rankings:
  · Increase keywords in top 10 Google positions from 15 to 50.
  · Secure page 1 rankings for 5 core "money" terms (e.g., "RF Connectors India," "metal push button switch supplier").
· Visibility & Authority:
  · Domain Authority (DA): Increase from 15 to 25+.
  · Monthly Organic Search Impressions: Grow from 2,000 to 10,000+.

3. Content Marketing Metrics

· Blog/Article Performance:
  · Publish 24 articles in 6 months.
  · Average 50+ organic visits per article per month.
  · Generate at least 3 qualified leads per month directly from blog content.
· Lead Magnet Performance:
  · eBook/Guide Downloads: Achieve 50+ downloads per gated content asset.
  · Content Conversion Rate: 5% of content page visitors convert to a lead.

4. Social Media Metrics

· Audience Growth:
  · LinkedIn Followers: Increase by 300+ (a 50% growth from a base of 600).
  · Audience Quality: >80% of new followers are in target industries (Engineering, Manufacturing, Procurement).
· Engagement & Reach:
  · Average Engagement Rate: Maintain a 3.5% rate on LinkedIn (well above industry average).
  · Monthly Post Reach: Increase from 5,000 to 15,000+.
  · Website Clicks from Social: 50+ clicks per month.

5. Paid Advertising (PPC & LinkedIn) Metrics

· Campaign Performance:
  · Click-Through Rate (CTR): Maintain a CTR of 2-4% on Search campaigns.
  · Cost Per Click (CPC): Keep average CPC below $5 for Google Ads and below $8 for LinkedIn.
  · Impression Share: Achieve a 70%+ impression share for targeted brand campaigns.
· Lead Generation:
  · Cost Per Lead (CPL): Achieve a CPL of <$50.
  · Leads Generated: 15-20 qualified leads per month from paid channels.

6. Sales & Business Impact Metrics

· Lead Volume & Quality:
  · Total Marketing Qualified Leads (MQLs): Increase from 10 to 35+ per month.
  · Lead Source Tracking: Clearly attribute 80% of leads to a specific marketing channel.
· Return on Investment (ROI):
  · Marketing Cost per Customer Acquisition (CAC): <$500.
  · Demonstrate a positive ROI within 9 months, based on the average deal size of SETMI INDIA.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Our experience with High Horse, under Mr. Sankalp Suri's leadership, has been exemplary in this regard. Their approach was professional, structured, and highly responsive.

On-Time Delivery: A Culture of Reliability

In one word, their delivery was consistent. High Horse demonstrated a strong commitment to deadlines that was critical for maintaining our campaign momentum.

· Adherence to the Calendar: The comprehensive content and social media calendar we approved was treated as a binding roadmap. We observed over 95% on-time delivery of all scheduled items, including blog articles, social media creatives, and monthly reports.
· Proactive Communication on Delays: On the rare occasion where a minor delay was anticipated (for instance, to incorporate late-breaking feedback on a complex infographic), we were notified well in advance. This proactive communication allowed us to adjust our expectations and never left us in the dark.
· Milestone Management: Larger deliverables, like the development of new landing pages, were broken down into clear milestones (e.g., wireframe approval, design mock-up, first build). Each of these milestones was met on time, ensuring the final page was launched according to the original project schedule.

Responsiveness to Our Needs: A Partnership Mentality

This is where High Horse truly shined. They didn't just execute a plan; they actively partnered with us to refine and improve it.

· Accessibility and Channels: Communication was always open and easy. We had a dedicated Slack channel for quick questions and weekly scheduled video calls for deeper strategic discussions. Mr. Suri and his team were highly responsive, typically replying to emails and messages within a few hours during business hours.
· Receptiveness to Feedback: Feedback was never met with defensiveness. Instead, the team approached it with a "can-do" attitude. Whether it was a request to tweak a creative's branding or to pivot a content topic based on a new product development at our end, their response was always, "We understand, and here's how we can action that."
· Adaptability and Initiative: They consistently demonstrated an ability to adapt. When a particular type of technical blog post generated significantly more qualified leads than others, they didn't just note it—they proactively proposed a new content cluster around that topic. When we needed to quickly promote a new product line, they rapidly re-prioritized the content calendar to accommodate us without dropping other commitments.
· Acting as an Extension of Our Team: The High Horse team took the time to truly understand our business, our products (Circular Connectors, RF Connectors, etc.), and our industry jargon. This meant that their content and creatives were not just generic marketing material; they were tailored, technically sound, and resonated with our specific B2B audience.

In summary, High Horse's project management was defined by its professionalism and partnership approach. They delivered on their promises consistently and on time, while their responsiveness and adaptability made them a true extension of the SETMI INDIA team. They were not just vendors executing tasks; they were strategic partners invested in our success.

What was your primary form of communication with High Horse?

• In-Person Meeting
• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

Based on the collaborative experience, the most impressive and unique aspect of High Horse was not just any single service, but their foundational operating principle:

They functioned as a true, integrated strategic partner rather than a task-based vendor.

While many agencies excel at execution, High Horse, under Mr. Suri's leadership, blended deep strategic ownership with granular, flawless execution in a way that is rare to find. This manifested in several unique ways:

1. Proactive, Business-Minded Strategy: They didn't just wait for instructions. The most impressive thing was their ability to anticipate needs and opportunities. For example, they would analyze our website traffic and say, "We see a lot of interest in 'waterproof circular connectors.' We should create a dedicated landing page and run a targeted LinkedIn campaign for that before you even have to ask." They were constantly thinking about our bottom line and how to improve it.
2. Deep-Dive Product Understanding: They took the time to genuinely understand our complex B2B products—Electronics Circular Connectors, RF Connectors, and Metal Push Button Switches. They didn't create generic marketing fluff; they produced content that spoke the language of engineers and procurement managers, demonstrating a respect for the industry and its audience that built immense trust.
3. Seamless Integration of Creativity and Data: Their process was a perfect loop. The creative team designed based on strategic goals, the content team wrote with SEO and user intent in mind, and every output was measured. The "unique" part was how they used this data. A low-performing post wasn't just a failure; it was a learning point that immediately informed the next week's content, creating a culture of continuous, data-driven optimization.
4. A Culture of Ownership and Accountability: Mr. Suri instilled a sense of ownership in his team. We never heard, "That's not my job." Whether it was a technical question about a connector's spec that needed a double-check or a last-minute request, the team took collective responsibility. This created a seamless and stress-free experience for us, as we knew any issue would be handled efficiently within their ecosystem.

In essence, what set High Horse apart was the elevation from a "service provider" to a "marketing department extension." They combined the strategic vision of a CMO with the executional excellence of a dedicated in-house team, all while being more agile and cost-effective than building that capacity internally. This holistic, business-outcome-focused partnership was their most unique and impressive quality.

Are there any areas for improvement or something High Horse could have done differently?

Based on our collaboration, here are a few areas where we believe High Horse could enhance its already impressive service:

1. Even More Proactive Industry-Specific Education:
While High Horse quickly learned our industry, their initial learning curve was steep. An area for improvement would be to institute a more formalized onboarding process for complex B2B/industrial clients.

· What it could look like: This might include a dedicated "Industry Immersion" session in the first week, facilitated by the client, covering not just the products but the sales cycle, key industry publications, major trade shows, and the specific pain points of the end-users (e.g., engineers, factory managers). This would accelerate their ability to create content that hits the mark from day one.

2. Granularity in Reporting Beyond Digital Metrics:
The monthly reports were excellent at tracking digital KPIs (traffic, engagement, leads). However, for a B2B company like ours, the ultimate goal is sales.

· What it could look like: A valuable addition would be a quarterly Business Impact Report. This would go beyond marketing metrics and attempt to draw clearer, narrative connections between marketing activities and sales pipeline developments. For instance, analyzing which content pieces are most frequently cited by leads in the sales funnel or correlating campaign spikes with inquiries for specific products.

3. Streamlined Feedback Loops on Creative Concepts:
The creative process was smooth, but occasionally, the first draft of a highly technical visual (like an infographic about connector specifications) would need significant revision to meet industry standards.

· What it could look like: Implementing a "Reference Creative Bank" at the project's start. We could provide examples of marketing materials from our industry that we believe are effective. This would give the design team a clearer benchmark for tone, complexity, and visual language from the outset, reducing the revision cycles for technically complex assets.

4. Forward-Looking Strategy Presentations:
We received fantastic monthly reports on what had happened. We would have benefited even more from a slightly stronger emphasis on what we should do next based on those results.

· What it could look like: Dedicating the final section of the monthly report or a segment of the monthly call to a "Next-Quarter Experimentation & Strategy Preview." This would be a forward-looking agenda proposing A/B tests, exploring a new platform (like technical forums or YouTube explainers), or pivoting resources based on the accumulated data.

BACKGROUND

Please describe your company and position.

I am the Founder of Narula Paneer Store

Describe what your company does in a single sentence.

We sellfresh paneer to households in gurgaon on a regular basis. We act as a paneer supplier for multiple restaurants and hotels as well.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire High Horse to accomplish?

• Build website and other digital profiles & accounts
• Gain local traffic to each store through google and other platforms
• Build a decent social presence

SOLUTION

How did you find High Horse?

Online Search

Why did you select High Horse over others?

• Close to my geographic location
• Pricing fit our budget
• Good value for cost

How many teammates from High Horse were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Key deliverables included: 

• Content building for social and other profiles. 
• Running ad campaigns on google and insta. 
• Collaborating with influencers for maximum reach

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Reach Store traffic Calls Website chat/form queries

Describe their project management. Did they deliver items on time? How did they respond to your needs?

They were very helpful and transparent in their working. They delivered on time with utmost quality of work. What i liked about them was the ability to educate me on the industry and give me insights into my user's behaviour.

What was your primary form of communication with High Horse?

• In-Person Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

The most impressive part about the company was their ability to provide 1-on-1 consultation regularly and transparency regarding pricing and deliverables.

Are there any areas for improvement or something High Horse could have done differently?

They could improve on the area of content building for social media, otherwise they were good at everything else.