Our client is a large freight exchange operating in several countries. We have been working together for 5 years, and when the task of entering new markets came up, our colleagues approached NMX for assistance.
Goals:
Focus on promoting the app as a more accessible and simple format for the target audience
The Freight Exchange service matches shippers with carriers who can fulfill orders. Users register on both the website and the app. Initially, we focused on the website because we believed that only carriers would use the app. However, it was important for the exchange to be populated with shipments that would attract carriers.
However, statistics and Audience research did not support this assumption:
Adding new advertising channels — Meta (Facebook+Instagram)
Initially, we promoted the client’s services only through Google Ads — this allowed us to reach the users who were already looking for similar services.
Including the Growth approach to processes
We constantly monitor key funnel metrics and generate new growth hypotheses. We test them, find best practices and extend them to all ad campaigns. At the end of the test, we match the results of the campaigns with the business KPIs. Together with the client, we’ve tested different approaches and formats — let’s look at the most effective and interesting ones.
A webinar funnel
A trucking exchange is a complex and niche product to promote online. Additionally, we faced the challenge of finding large customers who would bring significant budgets to the service. Therefore, we came up with the idea that it would be easier to sell this service if we warmed up the target audience in advance.
Local-language materials and landing pages
In the early stages of entering local markets, we implemented the same creatives and websites that we used in our global advertising campaigns. However, we quickly realized that this approach would not effectively reach audiences in regions where communication in their native language was essential for generating trust and interest in the product.
We approached the client with the idea of translating creatives and landing pages into local languages to enhance results. We received the go-ahead, and here’s what we accomplished
Videos featuring real people for advertisements
Another nuance of working in local markets is how local company representatives seek and communicate with partners. In most cases, word of mouth prevails—they turn to existing partners, friends, or family. Communication is also traditional, relying on phone calls and face-to-face meetings.
Our audience is accustomed to interacting with and trusting people, not online advertising. Therefore, we decided to use personalized video spots featuring narrators in our ads. This way, we engaged with the audience through experts, mirroring their usual communication style.
With the launch of videos with representatives in local markets:
The number of in-app registrations grew by 63% year over year.
In January 2024, registrations increased by 234% compared to January 2023
Increased 1.7 times in a year (including website registrations)