Waterhorizon – Landing and Media case

Client’s context

Waterhorizon is a team of scientists, entrepreneurs, geologists, geophysicists, and IT specialists who have created a unique system that guarantees the search for primary water in regions with limited water resources. Water is the foundation of any infrastructure. Therefore, identifying new sources of water is an important step for the successful functioning of any social or commercial space. Waterhorizon has a unique technology for finding primary water and has already implemented many successful projects in this area. 

Primary water is formed when hydrogen released from a reaction in the Earth’s core rises through the mantle and reacts with oxidized rocks. This leads to a well-known chemical reaction: 2H+O=H2O. The pressure in the core is constantly increasing, forming tectonic cracks in the Earth’s crust, through which liquid and gaseous substances come to the surface. This is how primary water rises from the depths of the Earth.

Primary water is resistant to weather fluctuations, providing a stable water supply that is not affected by natural groundwater levels and climate change. Unlike traditional groundwater, it remains clean and free of nitrates and bacteria. 

It is a sustainable solution for production, drinking water supply, sanitation and agriculture that increases drought resilience. 

Despite the obvious demand for primary water sourcing services, its marketing is quite complex and specific. This is influenced by both the specificity of the offer itself and the peculiarity of the target audience, which needs to be distinguished from other segments. 

Tasks

Waterhorizon approached us with a request to promote the company’s services and attract new customers. 

To solve this problem, we needed to find a way to explain to potential customers how Waterhorizon’s technology works and what advantages it has over other solutions. The best way to do this was to develop a new website where we would tell them in detail about the company, the water detection technology, and successful cases in regions where water resources are limited.

In addition, we needed to attract potential customers who would be interested in such a service. The best solution in this case is to advertise on Google search. This allowed us to respond to the already formed demand among customers.

Therefore, we were faced with two key tasks: 

1. Development of a landing page that would contain information about the company’s services and its main advantages. 
2. Launching an advertising campaign on Google to drive traffic to the company’s website and attract leads.

The task was complicated by several factors. The niche in which our clients operate is very narrow. The target audience includes organizations and new businesses that plan to build factories, farms, or other production in regions with low water availability. For example: Saudi Arabia, Africa, granite or dolomite rocks. The proposed product is quite new and specific. And the technology is unique on the market. The potential audience needed a number of tests. The price per lead in this situation could have been very high. 

Approach

Development of the landing page 

The site was developed from scratch, so we went through the following stages as part of this task:

• Analysis of the target audience. We analyzed Waterhorizon’s existing customers and found that they were most often contacted by representatives of manufacturing companies, farmers, etc. We chose this audience for further work. 
• Development of UX and texts that would help tell about primary water, search technology, and the company itself. At this stage, the task was to build trust among the audience, convey the benefits and explain the approach.
• Development of a clear and attractive design that would be appropriate for the category and flexible in use.
• Technical implementation of the website. When choosing a technical platform for development, we took into account several requirements. Firstly, we needed a solution that would allow us to quickly complete the development and test our hypotheses. At the same time, the solution had to allow us to scale the functionality in the future. At the same time, the technical platform had to provide high performance, loading speed, and SEO promotion. Therefore, taking into account all the requirements, we opted for the Webflow platform. It allows you to speed up the development process, while having a wide range of functionality for flexible development and scaling of the site. 

In the end, the client received a responsive website that fully disclosed its offer and technology, services, services and successful cases. The website became the main point of contact for lead generation. 

Launch of advertising campaigns

After developing the landing page, we started launching the first advertising campaigns. First of all, we launched an advertising campaign in the US market, which is one of the largest. In addition, there are many areas in the United States with difficult access to water. The analysis of test launches showed that we were getting few leads and the cost per lead was too high. Therefore, we added the markets of Germany and Saudi Arabia to the US market, where the client had already implemented successful projects. This expansion of the geography of the advertising campaign allowed us to reach more of the target audience and reduce the cost per click.

Clarification of the target audience

As a result of the launch of advertising campaigns, we received a large amount of consumer feedback. After analyzing the feedback, we identified a new segment of the target audience. These were companies engaged in well drilling. Such companies often need an effective technology for finding deep drinking water, which our client has. The new segment required a broader advertising approach. We formed the main hypotheses for working with it and passed them on to the client. 

Enhancing communication channels 

We conducted an audit of the client’s existing approaches to communication and identified a number of important but untapped communication channels. After analyzing various platforms, we provided recommendations for expanding communication channels. In the future, this will help reach a larger audience and increase the efficiency of attracting new leads.

Results

As a result, during the campaign period, we managed to attract leads worth about $750,000. At the same time, the conversion rate was 2.5% (compared to 1.2% for the B2B engineering benchmark). 

In addition, the client received 

• a modern landing page that fully discloses the services offered and their benefits 
• important insights on expanding the geography of the services offered and clarifying the target audience 
• recommendations for optimizing the advertising budget and advertising effectiveness
• options for increasing audience reach by connecting new communication channels

This whole complex became the basis for further marketing activities of the client and helped to optimize the search for customers and increase its efficiency.