My name is Ilyana and I am a marketer at S-trail. My role in the company is to manage the marketing strategy! develop complex advertising campaigns! implement innovative tools to increase conversion and attract new customers. My experience covers more than 5 years of work in the field of digital marketing in the B2B and B2C segments! with an emphasis on the implementation of CRM systems! end-to-end analytics and advertising campaign management.
In the project to increase the revenue of the S-trail company in the B2B and B2C segment! I have an ambitious task: to create an effective marketing system that would allow the company to reach a new level of online sales.
WHO ARE WE?
“S-trail” is a reliable and innovative supplier of wood-bas panel products and building materials! which has been operating on the Russian market since 2009. Our main mission is to provide construction companies! architects and manufacturers with high-quality materials that facilitate the successful implementation of projects with minimal risks and maximum reliability.
We are proud to have been helping our clients build successful! safe and durable projects for over 15 years. Construction companies! playground manufacturers! furniture and other products choose us because of our comprehensive approach and focus on quality.
Our priority products are laminat plywood! LVL and round column formwork under our own brand! which meet the highest international standards. We do not just supply materials! but offer solutions that help our partners stay one step ahead of the competition.
Why choose us?
We offer an individual approach to each client! guaranteeing:
- Quality and reliability: All our materials are certifi and have undergone strict control.
- Innovation: We incorporate the latest technologies into our products and processes.
- Long-term cooperation: We build relationships bas on trust and mutual benefit.
- Guarante supply: Thanks to our long-term contracts with leading manufacturers! we ensure stability and timeliness of supply.
Working with us! you get a reliable partner who is always ready to offer the best solution for the implementation of your project.
MISSION
S-Trail’s mission is to provide the construction industry with high-quality and reliable materials that will allow our clients to create projects that meet the highest standards of quality and safety.
We see our task in ensuring that each of our partners can count on us as a reliable supplier who will not let them down at a critical moment. It is important for us that our materials help build not just buildings! but the future – safe! durable and comfortable.
We strive to become a company that does not just sell materials! but also creates new opportunities for growth and development of our clients.
WHAT DO WE WANT?
Our goal is to become the leader of the Russian market in the field of wood-bas panel products and building materials supplies! strengthening the position of S-trail as a reliable and innovative partner. We strive to create an ecosystem that will support our clients at every stage of their projects – from the selection of materials to their delivery and use.
WHAT IS THE PROBLEM?
The main challenges fac by S-trail are relat to the ne to adapt to the rapidly changing conditions of the construction materials market and increas specific database by industry customer demands. I have identifi several key issues that require solutions for the company’s further growth and successful development
These issues are holding back our company’s growth and preventing us from achieving our sales and market share goals. To address them! we will focus on optimizing our advertising strategies! improving our user experience on our website! strengthening our SEO! and enhancing our brand to stand out from the competition and strengthen our position in the market.
The main differences between the S-Trail and its competitors:
- Increasing the budget for contextual advertising: It is important to strengthen the presence in contextual advertising! especially for key queries relat to plywood and LVL timber! in order to compete with more active players.
- SEO Optimization: Improving rankings for high-frequency queries relat to plywood and panel products will attract more organic traffic.
- Strengthening the USP and differentiation: It is necessary to emphasize the unique features of S-trail – reliable partnerships with major manufacturers! formwork production and a comprehensive approach to sales.
These actions will help S-Trail strengthen its position in the market and successfully compete with leading industry players.
The analysis shows that the level of awareness of the S-trail brand on the market is significantly behind key competitors in the industry. Despite many years of experience and a reputation as a reliable dealer of slab products! traffic and brand awareness indicators ne to be improv. Let’s consider the main conclusions bas on the data analysis:
Current traffic level:
- In the period from August 2022 to July 2023! the average monthly traffic to the S-trail website was about 700-800 visits Plywood O has consistently high traffic! exceing 10!000 visits monthly. This indicates the ne to strengthen brand promotion! both in organic channels and in contextual advertising.
- Competitors like Plywood U are also showing better results! even with less investment in marketing! indicating the ne to rethink customer acquisition strategies.
Traffic dynamics:
- During the analyz period! S-Trail traffic fluctuat between 548 and 896 visits per month The most noticeable decrease in S-Trail traffic was record in December 2022! when it amount to only 567 visits .
- For example! Plywood O attract 6!453 visits even in December 2022 ! indicating high brand awareness and effective advertising campaigns.
Competitive position in context:
- According to contextual advertising! S-trail is significantly inferior to its competitors. The average budget for contextual advertising is only 4 rubles ! Fanera O spends 574 rubles on advertising! which allows them to receive more than 10!000 visits monthly. Even with smaller advertising investments! companies such as Fanera U demonstrate greater traffic! thanks to more active work in SEO and context.
Presence in organic search results:
- In SEO promotion! “S-trail” also loses to its competitors. The number of queries in the Top 50 and Top 10 for such competitors as Plywood O and Plywood U is significantly higher! which gives them an taiwan data advantage in organic traffic. For example! queries for the Plywood O domain lead to more than 9!000 visits monthly! while search traffic for “S-trail” averages about 600 visits .
Brand recognition issues:
- Despite long-term partnerships with what content can share in abandoned cart notifications? leading manufacturers! the level of brand awareness of S-Trail remains lower than that of competitors using aggressive marketing campaigns. This leads to the fact that even with quality products and strong partnerships! S-Trail does not attract enough attention from the target audience.
Room for improvement:
- To increase brand awareness! it is necessary to increase the budget for contextual advertising and strengthen SEO promotion. It is important to take higher positions for key queries relat to plywood! LVL beams and other products.
- In addition! it is necessary to intensify work on improving the site content and launching target advertising campaigns aim at attracting attention to the company’s unique products!
Bottom line: The current level of brand awareness for S-Trail remains lower than that of key competitors. To remy the situation! more active marketing efforts are ne! budgets! improving SEO! and increasing the effectiveness of advertising campaigns.
