Which part number?
Know beforehand what part number the potential buyer has in mind.
CASE STUDY SOCIAL MEDIA MARKETING
Generating Leads
Through Social Media Marketing
For Jaggi Earthmovers
Social media marketing doesn’t just entail posting clever or aesthetic images and videos. It entails generating leads.
CUSTOMER ACQUISITION
A new source
of business.
Relative comparison · Organic search = 100
70%
More customers than
organic search
JAGGI EARTHMOVERS EXCAVATOR SPARE PARTS · KOLKATA
~150
WhatsApp leadsgenerated every week
~10%
Qualified leadsfrom WhatsApp enquiries
5–10
Long-term customersgained every week
THE CONTEXT
A clear brief.
A focus on leads.
The client had already seen good results from our organic SEO work. So, he asked us to manage their social media as well.
He made it clear from the outset that he needed leads through social media. This would not be just a branding exercise.
Social media needed to contribute directly to customer acquisition.
OUR APPROACH
Our Two-Pronged
Social Media Marketing Strategy
We used a two-pronged social media marketing strategy.
01
Branding & Awareness
Help potential buyers recognise Jaggi Earthmovers as a source for their requirements.
02
Generating Leads
Use WhatsApp conversations and structured Meta forms to turn interest into enquiries.
01
Social Media Marketing
STRATEGY ONE
Social Media Marketing
For Branding and Awareness
You can’t just sell on social media. You have to show your business as a relatable and endearing organisation.
Product communication provided the foundation. By highlighting excavator spare parts and the machinery brands the business serves, we aimed to help potential buyers recognise Jaggi Earthmovers as a source for their requirements.
Its operating history of more than 50 years strengthened this positioning, giving customers a reason to consider the business beyond individual product availability.
BRANDING & AWARENESS
Give buyers a reason
to remember.
01
The parts they need
Excavator spare parts
02
The brands they use
The machinery brands Jaggi serves
03
Experience they can consider
More than 50 years in business
02
Generating Qualified Leads
STRATEGY TWO
Generating Qualified Leads
Through Meta Ads
No marketing strategy is successful unless it provides qualified leads, either directly or indirectly. For Jaggi Earthmovers, we used two formats of Meta ads.
AD FORMAT 01
Click-to-WhatsApp Ads
The click-to-WhatsApp ads provided phenomenal value for the company. Every week, we generated around 150 leads. Out of these, around 10% would turn out to be truly qualified leads.
~150leads per week
~10%truly qualified
AD FORMAT 02
Meta Form Ads
Meta form ads provided us with a more structured and clean way of getting leads for Jaggi Earthmovers. The form questions allowed us to understand the buyer’s requirement before the client’s team even called.
Is it required immediately?
Know whether the buyer has an immediate requirement.
Which excavator model?
Know the potential buyer’s excavator model number before the first call.
More context for the sales team. More focused sales conversations.
THE IMPACT
The Result
70%MORE CUSTOMERS
70% More Customers Than Organic Search
Our social media campaigns generated 70% more customers than organic search for Jaggi Earthmovers. This added a valuable source of business alongside the company’s existing SEO efforts. The result demonstrated that social media could contribute directly to customer acquisition in a specialised industrial market.
Meta Ads Emerged as a Viable Discovery Platform
For Jaggi Earthmovers, Google Ads had not delivered the desired results for its excavator spare parts business. Meta ads created another route for potential buyers to discover the company and enquire about specific requirements. WhatsApp conversations and structured lead forms helped turn that discovery into sales discussions.
5–10CUSTOMERS EVERY WEEK
5–10 Long-Term Customers Gained Every Week
The company gained approximately 5–10 long-term customers per week through these campaigns. These relationships created opportunities for repeat orders as buyers required spare parts for ongoing maintenance and repairs. The value of the campaigns therefore extended beyond individual enquiries, helping Jaggi Earthmovers build a growing base of repeat customers.