Challenges
1. Streamlining Local Facebook Pages
With 54.9% of Facebook users researching brands on Facebook, epaka.pl faced the issue of accessing and managing local Facebook pages owned by franchises as a few of the stores were independently managing their own activities.
The main goal was to make Facebook operations less manual. The complexities of franchises and the twisted local marketing guidelines provided by other tools caused additional difficulties.
2. Achieving Consistent Branding
The size of epaka.pl operations with 350+ locations, posed a challenge and called for an automation in maintaining a unified brand image across all branches which was vital for establishing a strong, recognisable brand.
The consistency extended to the names, descriptions, GPS coordinates and opening hours of all branches, impacting not only local search marketing but the overall brand experience as well.
3. Maintaining Visibility & Security
Patryk highlighted that for their customers everything must be clear, easy to find, secured from any unofficial changes from the internet.
He emphasised the importance of consistency in naming, descriptions, and opening hours across all their locations, stating:
It’s important to start thinking differently and correct any data in Google with our locations because everything has to be the same for better SEO.
Indeed, with only 0.63% of people clicking on the second page, visibility and security are the dual pillars of SEO for courier companies.
PinMeTo’s ease of implementation and communication were significant factors in epaka.pl’s decision for partnership.
epaka.pl used PinMeTo Postings as the primary feature, with frequent posts on Google and Facebook. The Conversations tool was widely used, with Listings optimisation forming an essential component of their strategy.
The communication was great because I was talking to just one person from your side… The PinMeTo support team fills everything in your tool. It’s easy.
Patryk Wichert | epaka.pl
Step 2: Simplifying Data Analytics
The next step was leveraging the ability to see everything in one tool - epaka.pl started a new workflow of monitoring all discrepancies, missing details, suggestions and changes made by users through PinMeTo dashboard and got access to all location data.
‘’It’s really important for us to manage everything in one place and see everything in one place because as you know, Google is not perfect,’’ highlighted Patryk.
epaka.pl gained a holistic view of their locations’ performance, enabling them to make data-driven decisions.
By centralising their data, leveraging automation, and gaining valuable insights, epaka.pl has optimised their courier service’s digital marketing efforts and achieved great results.
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PinMeTo has also obtained a wonderful customer who provides vital feedback for improvement.We are grateful for our great synergy with Patryk Wichert as a Head of Marketing with UI/UX background, who stresses user centric experiences and local visibility, making our partnerships a win-win.
