Plant Cell Technology is a leading organization in the plant tissue culture industry. Since 1995, they have developed, produced, and marketed innovative plant tissue culture solutions for operations around the globe.
Historically, Plant Cell Technology worked solely with distributors to sell their goods, but in efforts to expand business, they wanted to explore selling directly to customers online. However, without their own unique and recognizable brand identity, they didn’t know how to successfully market themselves to the direct customer.
PCT partnered with XCLSV to craft a brand that would attract new audiences and increase online conversions.
To start building Plant Cell Technology’s digital footprint and company brand, we began by designing a brand strategy and building a custom-tailored webpage – giving birth to an online storefront with a clear mission and targeted customer to sell their products D2C.
We then produced blog content based on the keyword opportunities we discovered in our brand strategy and SEO research to increase traffic to the website. As site traffic grew, we were able to gather important insights about the visitors’ search intent and used our findings to produce more direct content for our visitors.
With such a huge increase in traffic, we leveraged email capture forms and special offers to collect contact information from leads whom we could nurture over time with additional educational content and marketing touchpoints via email marketing campaigns.
As our CRM grew from the blog, we amplified the brand’s vision across multiple social channels. From our research and analysis of the website, we discovered that education on the use of PCT’s products and overall awareness of the Tissue Culture Propagation process were lacking in the market. Through Facebook and LinkedIn groups, we were able to fill the gap by providing educational content and resources to members – then we saw the opportunity to do even more…..YouTube!
What better way to present educational content than through video?
Because the educational approach was proving to be so successful on social media, we started a YouTube channel for Plant Cell Technology as another avenue for providing value to leads and customers. With the help of their in-house scientists, we were able to source relevant topics, shoot video content, and upload them to their YouTube channel.
Within the first few months of launch we broke 3,000 subscribers, opening up new revenue opportunities for the brand.
Throughout the engagement, we were able to hone in on who Plant Cell Technology’s customers are and gain a clearer picture of their customer profiles. This allowed us to adapt our approach to meet their audience’s needs with better accuracy and convert more leads into paying customers.
We achieved cohesion between each of the different verticals and created an efficient funnel for their D2C business, managing their blog content, social media, YouTube, and paid media with a unified brand tone and voice for Plant Cell Technology.
Because of the specific insights we found regarding education, Plant Cell Technology added an entirely new business model to their operations. They began to charge a consulting fees for customers to come into the labs and get hands-on direction from in-house scientists, helping to diversify their revenue sources aside from the new D2C channel. After the engagement with XCLSV, Plant Cell Technology could see the direct power of creating their own brand and the importance of understanding the needs of their customers to grow the business.