Waste Management Fleets have their own set of problems that make it much more difficult to manage. Public demands, timeliness, and heavy-duty abuse add a level of complexity to managing the Waste Management fleet.

EZtoTrack Software offers a great solution for this problem that Waste Management fleets have. They provide a fully-automated, error-free solution for tracking your roll-off containers. No phones, no scanning, no human interaction or data entry needed.

The problem that EZtoTrack had was the lack of customer acquisition, as in the past they mostly used brick-and-mortar marketing strategies and sold the software at company events for Waste Management companies where most of their target audience was present. This type of strategy is not as consistent now as it was in the past, so they needed to find different ways and channels to contact and acquire new clients.

They approached Solveo in September 2019 with the aim to discover and test a new and untapped opportunity in user acquisition.

The Strategy:

Omni-channel method: Using different modern channels for user acquisition like social media platforms, email, Reddit, and cold phone calling. The focus was not on direct sales but on providing value to users before the sale.

Our approach was divided into two parts:

• Building engagement: Posting on social media, specifically on Facebook groups and LinkedIn communities, where most of our target users communicated.
• LinkedIn outreach: Contacting potential clients directly through the Sales Navigator, a platform that allows targeting specific leads from the USA in the specific industry needed.

We also made a full report on the Waste Management industry in 2020, analyzing 100+ Waste Management business owners in the USA and identifying recent trends in the Waste industry. The report was used as a lead magnet for social media engagement and LinkedIn outreach.

With this Omni-channel approach, we were able to drastically increase engagement on social media and create 28 hot leads in less than two months. We found ways to contact the right clients at the right time, create engagement with them, nurture the leads, and gather valuable information that helped EZtoTrack improve their customer acquisition even during the COVID-19 pandemic.