Expanding the Reach of a Bengaluru-based Ecommerce Business Nationally and Globally
Our client, an ecommerce business based in Bengaluru, India, was thriving locally with a strong customer base and successful online sales. However, their ambitions were bigger. They wanted to expand their online presence beyond Bengaluru and capture customers from all over India and even abroad. The brand had a unique value proposition, but their current marketing efforts were limited to the local market. The client needed a comprehensive strategy to scale up their ecommerce business, increase brand visibility, and drive sales from regions beyond Bengaluru, including international markets.
They approached us for our digital marketing expertise to help them achieve these ambitious goals. This case study outlines the steps we took to help them transform their business into a national and international ecommerce player.
Problems
- Local Brand Awareness: The brand had a strong presence in Bengaluru, but was relatively unknown outside the city. Their primary challenge was establishing a national and international brand identity that resonated with a broader audience.
- Limited Website Traffic: Most of their online traffic came from within Bengaluru, limiting their potential to scale beyond the local market.
- Low International Reach: The business had no strategy for targeting customers abroad. Expanding globally was a key goal, but they lacked the knowledge and tools to penetrate international markets.
- Ineffective Paid Campaigns: The client had run some paid advertising campaigns but had not seen strong returns on investment (ROI) due to poor targeting and optimization.
- Underutilized Social Media: Although the company had a presence on social media, their profiles lacked engagement and didn’t attract a nationwide or global audience.
Solutions
To help the ecommerce business scale both nationally and internationally, we implemented a multi-faceted digital marketing strategy designed to boost visibility, generate traffic, and improve conversion rates. Here’s how we did it:
- Market Research and Competitor Analysis: Before devising our strategy, we conducted thorough market research to identify the most lucrative target markets across India and potential international markets. We analyzed competitor strategies, product demand, and customer behavior in different regions to tailor our marketing approach. This helped us understand where there was untapped demand and which regions had the highest potential for expansion.
- SEO and Content Marketing Strategy: To improve their national and international visibility, we launched an SEO (Search Engine Optimization) campaign that focused on driving organic traffic to the website. We began by conducting extensive keyword research to identify high-traffic keywords for both national and global markets, such as “best online products in India,” “buy from India online,” and “international shipping from India.” We optimized their website content, product descriptions, and meta-tags with these keywords, ensuring that the brand would rank higher in Google search results for relevant queries. Additionally, we created blog content targeted at different regions, such as “Top Gifts to Send from India” or “Why International Customers Love Indian Products,” appealing to customers abroad.
- Localized and Multilingual Content: As part of the content strategy, we localized the website and product descriptions for different regions in India and abroad. We implemented region-specific language options for the website, particularly for international customers, making the site more accessible to global audiences. This helped the business connect with customers from different cultural backgrounds and improve engagement in both domestic and international markets.
- Targeted National and International Paid Advertising: Paid advertising was key to scaling quickly. We designed a series of targeted ad campaigns on Google Ads, Facebook, and Instagram to reach both national and international audiences.
- For domestic expansion, we segmented the Indian market by region and launched geo-targeted campaigns that promoted the brand’s most popular products in areas outside Bengaluru. Our ads highlighted the brand’s nationwide shipping and special offers for first-time customers in new regions.
- For international growth, we launched paid ads targeting specific countries with a demand for Indian products, such as the United States, the United Kingdom, and Australia. We emphasized the brand’s unique offerings and international shipping capabilities, using powerful calls-to-action like “Shop Indian Products with Global Shipping.”
Additionally, we employed dynamic retargeting ads to reach potential customers who had visited the website but hadn’t made a purchase, showing them products they had viewed and offering incentives like discounts or free shipping.
- Website Optimization and Enhanced User Experience: We made significant improvements to the client’s website to ensure a smooth shopping experience for customers nationwide and globally. This included optimizing the site’s loading speed, ensuring it was mobile-friendly, and improving the checkout process. We also added a currency converter feature to cater to international customers, allowing them to see product prices in their local currency, which reduced confusion and improved conversions. We simplified the checkout process to offer faster payment methods and integrated global shipping options with estimated delivery times, making it easier for customers from different regions to shop confidently.
- International Shipping and Logistics Strategy: To support the international expansion, we worked with the client to establish partnerships with reliable shipping and logistics companies that specialized in global deliveries. We developed clear shipping policies for international customers, with transparent pricing and delivery timelines, making it easy for global shoppers to make informed decisions.
- Social Media Revamp and Influencer Marketing: We revamped the client’s social media strategy to increase brand awareness both nationally and internationally. We began by creating engaging and visually appealing content that highlighted the brand’s products and customer success stories from different parts of the country and abroad. We ran social media contests and giveaways to increase engagement and encourage followers to spread the word about the brand. To further amplify reach, we collaborated with influencers in different regions of India as well as international influencers who had an affinity for Indian products. These collaborations helped the brand reach new audiences and build trust in both national and international markets.
- Email Marketing and Lead Nurturing: We implemented a lead nurturing strategy through email marketing. We segmented the email list based on geography and customer behavior and sent personalized email campaigns to each segment. For domestic customers, we shared region-specific promotions, product recommendations, and local testimonials, while for international customers, we sent emails focused on international shipping, exclusive offers, and customer success stories from abroad.
- Performance Tracking and Continuous Optimization: Throughout the campaign, we tracked key performance indicators (KPIs) such as website traffic, conversion rates, ROI from ads, and customer acquisition costs. Using this data, we continuously optimized the ad campaigns and website experience, ensuring that our strategy was always aligned with the client’s growth goals.
Results
Our digital marketing strategy delivered outstanding results for the Edtech company, enabling them to expand their operations and successfully enrol students from across India. Key results included:
- Website traffic increased by hundreds of organic visitors monthly, with a significant boost in visitors from regions outside of New Delhi.
- Organic search traffic increased by 180%, thanks to localized SEO efforts and optimized region-specific content.
- Online inquiries and enrolments grew by 200%, as more students from different states discovered and engaged with the platform.
- Conversion rates improved by 160%, as the new landing pages, testimonials, and optimized user journey made it easier for students to enrol.
- PPC campaigns delivered a 3x return on investment, driving high-quality traffic and enrolments from across the country.
- Social media engagement grew by 300%, with more likes, shares, and followers from different parts of India, increasing brand awareness and trust.
- Retention rates improved by 27%, as personalized email campaigns and regular updates kept students engaged with the platform.
Conclusion
Through a well-executed digital marketing strategy, we helped this New Delhi-based Edtech company transform from a local success into a national player in the competitive online education space. By combining localized SEO, targeted paid advertising, social media engagement, and conversion optimization, we expanded their reach, drove enrolments, and positioned the company for continued growth.
This case study demonstrates how a strategic digital marketing approach can help even well-established companies break into new markets and scale their operations. We are proud to have played a pivotal role in helping this Edtech platform grow nationally and achieve success.