Performance Marketing
Omnichannel growth – Machineland

Case

Omnichannel growth – Machineland

Performance Marketing
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Machineland & Hybrid

Machineland has built up strong brand recognition over the years with their 6 physical stores. While their ambitions for e-commerce were just as high, their sales figures in this channel were far from meeting expectations.

Hybrid mapped all the data and transformed e-commerce into a channel that actively contributes to Machineland’s business objectives.

The client

Machineland offers an extensive range of garden machinery. The Belgian company has grown from a local enterprise to a go-to partner for both B2B professionals and B2C customers with a passion for gardening.

As a distributor of small and large garden machines, they provide high-quality products, in-depth advice, competitive pricing, and expert after-sales service. Every year, they sell thousands of garden machines from 32 leading brands such as Stihl, Honda, and Kubota.

Machineland’s customer base and brand recognition were primarily centered around their physical stores.

The Assignment

Webshop as an Additional Store

When Machineland approached us in early 2021, their webshop was generating modest revenue. However, the growth potential had not yet been fully realized. The goal was clear: the webshop needed to provide access to their product range and services for customers across all of Flanders—and eventually the Netherlands.

While competitors and digital retailers were taking over the online market, Machineland had no clear visibility on their online performance. The existing tracking system provided almost no insights into their most profitable channels, cost structures, and opportunities.

Despite these challenges, Machineland had a bold ambition: their webshop should become a fifth store, contributing a significant share of the revenue. To achieve this, we needed to bring the data under control and maximize the potential of the most profitable channels.

The Approach: Phased Collaboration

The revenue goal set by Machineland was ambitious, but achievable with the right focus. We implemented a three-pronged approach to achieve this:

  1. Analysis Phase: Performance Audit (Early 2021)

We began with an in-depth Performance Audit:

Data Analysis: In this phase, we mapped out the available data, focusing on both internal and external factors that influenced Machineland’s previous performance.

Competitor Analysis: Additionally, we analyzed their competitors, enabling us to quickly spot opportunities and identify the “red oceans” in the market.

Product Analysis: Finally, we mapped out their different products and categories, calculating the margins, profit projections, and revenue possibilities for each category.

With these insights, we set the initial direction: building an omnichannel approach that combined a mix of various channels (Facebook, SEO, Dynamic Remarketing), with Google Ads as the core channel.

Case - Machineland
  1. Implementation of Quick Wins (April 2021)

The Performance Audit revealed a huge opportunity in SEO. First and foremost, we gathered the key points for Machineland’s developers to work on. This led to a win-win situation: the website became faster and performed better in organic search results. We further amplified this effect by rolling out a link-building strategy.

The Sky’s the Limit: Our performance marketers were determined to fully leverage Google. We made it our mission to dominate the results pages. This was achieved through an extensive shopping campaign, where budgets were allocated based on the most profitable product categories, margins, and individual sales potential.

  1. Ongoing Digital Partnership: Performance Maximization

Our omnichannel reporting became a compass for determining campaign direction. During ongoing optimization, which continues to this day, we consistently adjust the campaigns based on their performance. Here, performance isn’t just about pure online revenue—it’s also about understanding the impact on offline sales. For example, in recent years, Machineland has seen many customers visit one of their stores, even from areas far away (where we targeted campaigns), but they preferred to drive to a specialist store to buy more expensive items.

Thanks to this compass, we can quickly minimize underperforming channels and campaigns and “double down” on the most effective ones. For example, while Facebook was used less, Google Shopping campaigns were expanded.

In addition to the fast traction from paid ads, SEO was another crucial area for attracting new customers. The results of our SEO efforts and link-building strategy were impressive. In the second year of our collaboration, we decided to accelerate even further. We intensified link-building and created new SEO content for non-branded keywords.

SEO efforts generally take time to show real results, but when we look at the outcomes at the beginning of 2024, our focus on non-branded keywords has paid off. We now rank #1 for nearly all key category pages, where just four years ago we weren’t appearing at all. This shift brings more than 6000 additional website visits per month.

Case - Machineland

The result

By targeting the right audience with the right products, both revenue and return saw a significant increase.

  • Purchases increased by 4.14%
  • The average shopping cart value increased by 56.02%
  • Online revenue grew by 62.46%
Case - Machineland

We work with a ROAS (return on ad spend) of 4, meaning that every euro spent on advertising generates 4 euros in revenue, and this serves as the benchmark for further scaling.

Case - Machineland

We are also making strong progress on SEO month after month.

Case - Machineland

Organic traffic since January 2021.

In short: Machineland’s performance marketing is running like a well-oiled machine.

Hybrid Agency Team

Performance Audit

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Frequently Asked Questions

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