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Surfcleaner: Achieving Global Growth in the CleanTech Sector
Customer Profile
Background
SurfCleaner’s mission is to increase access to cleaner water; reduce greenhouse gases and carbon emissions around the world; and collect contaminants and waste from the water’s surface, so they can be recycled, re-used, and re-enter the circular economy.
Based in Sweden, this innovative company created a unique skimmer separator hybrid device for cleaning polluted water which achieves 100% separation and recovery of floating contaminants like oil, sludge and microplastics from water bodies. SurfCleaner devices are used by industries, municipalities, and water authorities to clean up oil spills and remove pollutants, while greatly reducing CO2 and VOC emissions. SurfCleaner devices return clean water to the system for resource conservation and environmental sustainability and, therefore, contribute to the UN’s Sustainable Development Goal 6 - Clean Water and Sanitation.
SurfCleaner is supported by EIT InnoEnergy through Boostaway, a program for scale- up cleantech organizations expanding into new markets. In Sweden, SurfCleaner Skimmer Separator Hybrids have been in operation since 2001.
Challenge
When SurfCleaner embarked on a global expansion initiative in 2020, they tasked Orange Bird with increasing brand awareness in new and existing markets and generating new leads for the brand’s proprietary clean water solutions.
To enable SurfCleaner to achieve its goals, Orange Bird provided a range of sustainable marketing services, including:
- Market research
- Website design, development and migration
- SEO
- Content marketing
- Digital advertising
How Orange Bird Helped
The Orange Bird team was excited to assist Climeon in achieving its goals and sharing its waste heat recovery technology with a growing audience. Developing a cleantech marketing strategy and undertaking planning, content creation and campaign execution, Orange Bird provides Climeon with end-to-end cleantech marketing services, including:
Market Research
Orange Bird researched and identified the Buyer Personas who would most benefit from SurfCleaner’s solutions. These buyer personas gave SurfCleaner and Orange Bird a better understanding of target audience segments, their motivations, needs and pain points and formed the basis of a new, integrated marketing strategy. Additionally, Orange Bird created a Lead Journey Map to identify critical touchpoints throughout the customer journey and facilitate lead nurturing at every stage of the customer experience.
Website Design, Development, Migration + Optimization
While Electrochaea was broadly happy with its existing branding, we honed its brand in accordance with its refreshed messaging. Visible across all channels and mediums, Electrochaea’s enhanced brand message is now conveyed more efficiently and more effectively.
Orange Bird’s in-house web development team coded the new website, built the infrastructure and integrated content management system, WordPress, to give SurfCleaner full flexibility with future updates.
To make sure the website guides users through the customer journey, Orange Bird prepared optimized content that reflects the needs of SurfCleaner’s Buyer Personas, incorporating pillar pages, subtopics, landing pages and navigation to propel users through the funnel.
Search Engine Optimisation (SEO)
To enable prospective customers reach the SurfCleaner website, Orange Bird performed technical SEO optimisations to increase site speed, security and performance, leading to page loading times being cut in half and supporting SurfCleaner’s goal of achieving higher SERPs rankings.
Orange Bird conducted keyword research to identify core topics and subtopics for each target audience segment. This research guided the development of targeted content marketing pieces and formed the basis of SurfCleaner’s on-page SEO strategy.
The agency also analyzed and secured authoritative backlinks to increase brand awareness and improve SEO rankings via off-page SEO., ultimately increasing SurfCleaner’s backlinks by 4X.
Content Marketing
Orange Bird’s cleantech copywriters researched and delivered informative and engaging content pieces for a range of channels and buyer personas, including blog posts, articles and social media content. This content has been carefully crafted to reflect the brand’s ethos and explore topics that are relevant to SurfCleaner’s target audiences.
Using content marketing to establish SurfCleaner as a cleantech thought leader, Orange Bird has increased brand awareness, achieved high rankings for core keywords and maximized the impact with professionally designed templates, graphics and images.
By drafting and publishing several information-rich, optimized articles about SurfCleaner’s core topics, Orange Bird increased organic traffic by 75% and improved the search ranking position of 40 keywords.
Digital Advertising
The Agency launched, managed and optimized multi-channel advertising campaigns across Google Search, Google Display, YouTube, and LinkedIn.
With consistent monitoring, Orange Bird implemented valuable optimization strategies to maximize SurfCleaner’s advertising ROI, including:
- Audience targeting
- A/B testing
- Keyword research
- Conversion and bidding optimization
Over the course of two years, Orange Bird executed numerous digital advertising campaigns for SurfCleaner, securing 975 high-quality leads and impressive campaign metrics, such as:
In 2023, we launched additional campaigns targeting a new, sector-specific market for SurfCleaner. Using LinkedIn Ads to reach the brand’s target Buyer Personas, Orange Bird crafted two campaigns to:
- Increase brand awareness and drive targeted traffic to the website
- Generate high quality, in-platform leads
Brand Awareness and Website Visits
In just 10 days, Orange Bird converted a modest budget into a thriving campaign with
That’s 10X higher than the average CTR and 8.6X lower than the median average CPC. The result? More clicks and lower costs!
In-Platform Leads
After running for only three weeks, Orange Bird’s lead gen campaign for SurfCleaner achieved:
That equates to 2.2X higher than the average CTR and 6.6X lower than the median average CPL. Want to outperform global advertising benchmarks too? Find out how with Orange Bird.
Marketing Campaign Results
Orange Bird’s knowledge of the cleantech landscape proved to be an important asset for SurfCleaner, enabling them to broaden their reach to a global audience and generate a consistent flow of qualified leads.
Firstly, we conducted market research and created Buyer Personas to identify target markets and ensure that the leads generated were of high quality and high potential.
Following this, we implemented SEO and content marketing strategies to enhance SurfCleaner’s organic search performance. In just one year:
PPC Digital Advertising: Campaign 1
PPC Digital Advertising: Campaign 2
What Does SurfCleaner Say About Orange Bird?
When searching for a sustainability marketing agency, Orange Bird’s expertise and environmental awareness were a major factor in our decision-making. As a Sweden-based cleantech firm, we were eager to work with marketers who understood our target market and could assist us in reaching a global audience, and Orange Bird has certainly delivered.
Having researched our market, developed Buyer Personas and re-designed and optimized our website, the agency ensured we were primed for success. Subsequent brand awareness and lead generation campaigns have delivered impressive results, with ongoing cleantech digital outreach and SMM raising our profile within our target industries.
Orange Bird’s knowledge and experience have enabled us to achieve our objectives, while the team’s commitment to understanding the more complex technical aspects of our product highlights their professionalism and enthusiasm.
After working with other marketing agencies in the past, we’re confident that Orange Bird goes over and above to deliver outstanding climate tech marketing services in a cost-effective and measurable way. Their actions are always results-driven, campaigns are consistently monitored, and real-time project updates are available via shared platforms, which makes it easy for us to collaborate.
We’re delighted to be working with the Orange Bird team and strongly endorse the agency’s innovative and effective cleantech marketing services.
Next Steps
Find out how your organization can partner with Orange Bird to successfully communicate your vision to potential customers. We’re excited to help you deliver value for people and the planet.
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