Social media, website SEO, advertising
ZolotoyPochatok (Golden Ear) came to us in April 2024 with a request for social media management and improvements to their website’s conversion performance — its ability to turn visitors into buyers.
It turned out that due to unreliable contractors in the past, the website had undergone changes that negatively impacted its search engine rankings.
The company’s social media had been managed inconsistently, given the marketing team’s heavy workload.
Revitalize social media, grow the subscriber base, and drive traffic to the website.
Four months of SEO optimization and website improvements led to a gradual revival: users began finding the site organically. Regular news updates on the company website increased the number of indexed pages in search results. Contextual advertising added a steady stream of visitors. By November 2024 (SEO optimization was completed two months prior, in September 2024), the website was generating conversions on target actions from both paid ads and organic search queries.
Social media content during the 2024 field season centered on video from the fields. We worked closely with the company’s agronomists, jointly identified projects to cover throughout the season, and tracked progress with periodic update requests. A valuable addition to the content mix came from regional footage submitted by the company’s field representatives across the country.
Another important note: large agribusiness companies typically have a wealth of content around official visits, social initiatives, and corporate events — and this was part of the mix as well. The key was striking the right balance, blending this material with content that resonates most with subscribers: agronomy and behind-the-scenes footage from the fields and production facilities.
To make event videos more engaging for social media, we prepared detailed filming briefs that included on-booth interviews highlighting product benefits and creative formats designed to bring the feed to life.
VKontakte targeted ad results: +124 followers over 2 months
Average cost per subscription: ₽81, cost per click: ₽49
Yandex advertising: average cost per ad click over 5 months: ₽20
