Social - Customer Case Study

An LED lighting importing firm uses Zoho Social to schedule, monitor, and respond to every interaction easily.

Tell us a bit about your organisation.

Barcelona LED was founded in 2011. The idea was to be a LED lighting importing company. We purchase directly from China and give the best prices and quality possible to all those who are looking for a LED lighting technology in Spain. The same year, our CEO purchased the domain and created the website https://www.barcelonaled.com/, with the sole purpose of adopting the E-commerce industry and driving more sales into our first store - Barcelona LED in Barcelona. That was in fact the first 100% LED store in town, in Carrer Napols 131.

The Omni-channel retail strategy worked, driving many customers into this store. This in turn lead to opening new stores in Catalonia. Today, we have 7 stores in total, including one in Palma de Mallorca. We are about to open a new one in Madrid and another in France. The company grows more than 30% every year. We started out with just 2 partners and now we are more than 50 people, working hard and giving the best of us in order to become more and more professional across levels like product, logistics, customer service, e-commerce, marketing and sales. Now is when Zoho gets into the story ;)

We chose Zoho Social because it had all that we needed. A tool that could help us measure, compare, publish posts, create leads and push them into Zoho CRM easily. Natalia Fernandez

Why did you choose Zoho Social? Which are some of the other tools you considered?

We chose Zoho Social because it had all that we needed. A tool that could help us measure, compare, publish posts, create leads and push them into Zoho CRM easily, and respond to each interaction very fast.

Before Zoho Social we had experimented with tools like Hootsuite and tailwindapp, but hardly found it useful. Hence, we just stopped working with them.

How would you describe your role?

I'm the Marketing and E-commerce Director of the company. I'm in charge of all the image, WEB and Omni-Channel Marketing off and on. I work with a great team of professionals of SEM, SEO, WEB content, Video, WEB design, WEB developing and of course graphic design. I'm a little like a Marketing/WEB octopus trying to control it all and helping this company to grow :D I've been here for more than 4 years. I arrived when Barcelona LED was very small and the growth I've seen these last years, all the miracles this team has achieved - has been amazing. I'm sure the magic will continue to happen. There is a lot of perseverance in my team members, and great ideas floating around.

How important is social media marketing as part of your marketing strategy?​

A lot. We know about the potential and all the good things that as a 2018-company, social media can give to us. Just a month ago we started working on a more professional way of approaching it. Earlier, we used to publish just once per week. We didn't give enough attention to the quality of the content and we were unable to find the right tool to help us publish across all networks at the right time. Also, we were not able to measure all the interactions our followers had with every one of the listings. Fortunately, with Zoho Social - all of this changed for good.

Why did you choose Zoho Social? Which are some of the other tools you considered?

We chose Zoho Social because it had all that we needed. A tool that could help us measure, compare, publish posts, create leads and push them into Zoho CRM easily, and respond to each interaction very fast.

Before Zoho Social we had experimented with tools like Hootsuite and tailwindapp, but hardly found it useful. Hence, we just stopped working with them.

What did you find the most useful about Zoho Social?

To have most of our networks in one single tool, with one single log in, and to be able to see the results of each post, clearly. We also like the feature of creating leads directly from our social media networks and driving them to Zoho CRM.

What are the key challenges that Zoho Social helps you deal with?

It helped us with organizing all our social media, content scheduling and to always be ready with publishing on time. With the tool, we can measure each interaction of all our followers, and of course - it has helped us with making the right decisions about taking the next step in social media marketing. Our challenge is to grow and build a strong presence on our social media platforms, to increase the customer acquisition rate and engagement, to improve sales by getting potential leads, and thereby increase conversions.

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