About the client
The client is a licensed electricity retailer in Singapore, authorised by the national energy market authority, and a member of a global group with significant presence in the commodity and energy markets and annual turnover above US$1 billion. Its plans are designed for commercial clients, helping them cut costs while keeping the same reliable supply from the national grid.
The challenge
Singapore’s electricity market is regulated and competitive. Retailers must handle compliance, price volatility, customers’ interest in sustainability and the push for energy efficiency. The client needed to attract relevant traffic, build brand awareness, generate targeted leads among business customers and track where leads came from, so that the marketing could keep improving.
What we did
Our research led to a three-pronged approach.
1. SEO. We focused on brand-agnostic keywords, so that businesses searching for the service would find the client organically. We identified 18 non-branded keywords and carried out on-site and off-site SEO. The website went from ranking on page one for just one keyword to 10, with another 7 on page two and rising.
2. Online advertising. Search, remarketing and display campaigns reached potential leads directly on Google and on partner sites. People who visited and left without submitting a form saw display ads that brought them back. A focused, mobile-responsive landing page, with clear calls to action, was built to convert them.
3. LinkedIn. For a B2B company, LinkedIn is the strongest channel for awareness and conversion. The page attracted high-quality followers in senior management, most of them likely to be involved in buying decisions.
Tracking. We set up web analytics and conversion goals for form submissions and connected analytics to the ad campaigns. Phone calls from ads, the website and LinkedIn were not tracked in this campaign.
Results
Over six months:
- website traffic from SEO rose 30%, and leads from SEO rose 30%, at a 1.7% conversion rate;
- SEO visitors viewed two more pages per session, and only direct traffic engaged more;
- traffic from online advertising rose 40%, leads from advertising rose 50% and the conversion rate rose 2%;
- LinkedIn followers included a 70% increase in senior decision-makers.
Results in context
| Metric | Result | Period |
|---|---|---|
| Website traffic from SEO | +30% | 6 months |
| Leads from SEO | +30%, at a 1.7% conversion rate | 6 months |
| Keywords on page one of Google | 1 to 10 (7 more on page two) | Start to end of campaign |
| Website traffic from online advertising | +40% | 6 months |
| Leads from online advertising | +50% | 6 months |
| Conversion rate from online advertising | +2% | 6 months |
The campaign ran for six months. SEO and advertising are reported separately because they work differently: SEO builds organic visibility on non-branded keywords, while advertising reaches people directly and brings back those who left without submitting a form.
Leads are form submissions, tracked through analytics conversion goals. Phone calls from ads, the website and LinkedIn were not tracked in this campaign, so they are not in the lead counts. For a business-to-business retailer, knowing the source of each lead shows where budget works hardest.
Key takeaways
- B2B lead generation works best when SEO, paid search and LinkedIn each have a clear role.
- A dedicated landing page with a single call to action gets more from paid traffic.
- Knowing the source of every lead lets you move budget to what works.
Let’s Talk
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