The time: Early 2020, right as the world is about to shift in the wake of COVID-19.
The Company: Serina Trading of Cape Town, South Africa: A women-owned and managed distributor of industrial chemicals, founded in 2007.
The Problem: A low volume of leads, an outdated and underperforming website, and a vacuum attending to the social media profiles of the company.
The Solution: A complete website overhaul, conception, and design of lead magnets to attract consistent new leads, clever and targeted repurposing of the content written by the companies founder and owner, and continued strategy and execution of social media content and Facebook ads.
The result: A 70% increase in leads and a meaningful increase in sales, and counting!
Jenny Jay founded Serina Trading because she knew her potential customers were lacking access to certain chemicals they required, and she has made excellent customer service the overarching value of her company from day one. When Jenny hires people to help her, she seeks the same level of commitment to excellence, and she states with certainty that this is just what she’s found with Tiffany K. Borruso who does all of Serina Trading’s digital marketing.
“We’re very happy with what Tiffany’s done. I really believe it’s essential in this day and age to invest in someone with her skills and knowledge – of which she has both in great abundance. Otherwise, you’ll get left behind.”
Serina Trading had a vacuum in early 2020 when they lost the woman who had managed their social media for them. They had an acute need for someone to manage their LinkedIn and Facebook profiles and to run their email marketing, and they turned to Tiffany K. Borruso to fill the gap. Fill it is exactly what Tiffany did, and much more.
“Tiffany has come in and taken on all of our digital marketing and has done a fantastic job for us. Right away we noticed many people downloading the lead magnet she created- which is basically a recipe for paint, if you will, and this gives us the opportunity to bid to sell clients the chemicals that go into our paint formula. From the beginning, we had 30 people a day downloading it… I was very impressed.”
At the beginning of their work together, Tiffany explained to Jenny that Serina Trading couldn’t begin any new marketing efforts until she helped them update their website to make it conversion-oriented. This meant not only did Tiffany make the site’s design more visually appealing and simpler to navigate, but she simplified and clarified the company’s main message and products, and added “Call-to-Action” buttons in the right places. Once that was done, she created a lead magnet, the first of rotating lead magnets that she continues to create, whose purpose is to attract continuous leads.
Next, Tiffany suggested they begin trying ads. They experimented, as Tiffany knows there is no one formula that works for every company, and so she guided them to find what would work best for their company. “This turned out to be Facebook ads, which was surprising. I didn’t realize my customers would be there looking!” says Jenny
Jenny is careful to emphasize that hers is a business that sells to large companies rather than ‘the man-on-the-street’, and they distribute only within South Africa. She knows that leads, and ultimately sales, take time, so she was genuinely pleasantly surprised when within two months she began to see a meaningful new pipeline of leads coming in.
Jenny says she couldn’t be happier with the results she has had since working with Tiffany K. Borruso and sees the company’s expanded reach- up to 200 new leads per month– as directly related to Tiffany’s work. In addition, more customers and big names in the paint industry in South Africa are taking note of Serina Trading as a possible supplier, and after just six months of beginning their work with Tiffany, they are now negotiating with several large potential clients.
“I definitely see Tiffany as an essential member of our team. A real partner in our marketing efforts. She is highly knowledgeable, creative, smart, easy to work with, and results-driven.”