Unity Partners: Lead Generation Success for Attracting Russian-Speaking Clients
How to engage Russian-speaking entrepreneurs using expert content and paid Ads
Background
The year 2022 was marked by significant political and economic turmoil in Russia. Tougher sanctions policies by European countries, disconnection from the international SWIFT payment system, and other factors forced enterprising Russians, mainly businessmen and high-income individuals, to plan an "emergency exit" strategy. Many of them began taking an active interest in relocating to other countries, opening foreign bank accounts, expanding their business, and buying foreign real estate to diversify their income. The Economist estimates that 500,000 to 1 million people emigrated from Russia between 2022 and 2023. The United Arab Emirates has emerged as one of the most popular destinations. By the end of 2022, Russians had become the leading buyers of real estate in Dubai. Businessmen began registering their companies in the UAE more actively. This was a natural progression, given the significant business prospects in the Emirates. There are many reasons for this activity, including the easier procedure for purchasing and registering transactions, as well as other social factors. Having an expert in the UAE who can provide legislative and economic security for Russian investors is a significant advantage. This is especially true when compared to attempting to understand the processes of a new country on your own. This is the approach that we have used to develop the promotional strategy of the Unity Partners consulting company in Dubai.
Goal
The client sought to increase the number of transactions with Russian-speaking customers. Our main task was to capture the audience's attention by highlighting business interests in the UAE. Unity Partners' initial request was to create a landing page and run contextual advertising in Yandex. Our analysis of the client's services revealed the need to transform the one-page landing into a website. There were good reasons for this. First, we made it a priority to differentiate ourselves from competitors, many of whom have "one-page" offerings. Secondly, thematic pages provide users with more detailed information about the service and the company, which increases trust. Thirdly, the site has more content than the landing page. This increases the time spent on the resource. We also considered that the site could be of interest to those looking to relocate or do business abroad. We will attract these users to the UAE and convince them to use Unity Partners' services. Want to know how? Let's get into it.
Solution
The more complex the service, the simpler and clearer its description must be. This is true even for entrepreneurs. We decided against creating a landing page for this reason.
Unity Partners offers three key services that require separate pages and detailed descriptions of the benefits.
- Business Registration in the UAE
- Opening an account in the UAE
- Obtaining a UAE resident visa
We directed users to the right page on the site based on their interests through paid Yandex ads. Geographically, our reach extended beyond Russia to include other locations with Russian-speaking communities, including the CIS and Europe. We developed a wide range of advertising creatives for media advertising in the Yandex advertising network and text ads for the campaign's search engine advertising. We segmented the client's potential audience by service type. The campaign was a resounding success, delivering positive results just one month after its launch in December 2022. The client received seven qualified leads, four of which closed deals with him in a short period of time.
Furthermore, we created a separate page on the Unity Partners blog to sustain user interest, featuring content on the hottest business and financial topics in the UAE. This reinforced the brand's expertise and improved the site's usability.
Our strategy proved effective: qualified leads came in consistently over several months, totaling 36 between December 2022 and February 2023. In spring 2023, we saw a significant increase in the number of Russian citizens relocating. This was our cue to expand the campaign's reach. Also, we emphasized creating highly expert content.
UAE Mania: Guide for Russian Entrepreneurs
- UAE market analysis: The UAE's robust economy, advantageous tax policies, and high global competitiveness make it an ideal destination for business expansion.
- Enterprise case studies: Real-life stories of Russian entrepreneurs who have successfully registered companies in the UAE and solved problems with international bank transfers.
- A practical guide with detailed instructions on how to register a business, obtain the necessary licenses, and navigate the UAE's legal and business structures.
- The forecasts and trends for key industries such as tourism and technology. Emphasis on diversifying the UAE economy to reduce dependence on oil.
Comparative Analysis of Global Jurisdictions
- Neutral relations with Russia guarantee stability and predictability for entrepreneurs.
- The ease of opening an account and doing business is enhanced by the UAE's simpler procedures compared to many other jurisdictions.
- A stable, well-developed business environment and existing infrastructure make the country attractive for long-term investments.
- Low inflation rate (2.28%), which contributes to financial stability and favorable conditions for business development.
- High ranking in the Doing Business world ranking (16th), which testifies to the transparency and convenience of doing business in the UAE.
- Sectoral market opportunities - tourism, real estate, IT, and logistics offer great opportunities for business growth and development.
Results
Unity Partners received 116 qualified leads between December 2022 and October 2023. We achieved these results through a smart strategy. This included developing a Russian-language website, running a contextual campaign in Yandex with a differentiated approach to the client's potential audience, and creating highly expert content. The RMAA team delivered a promotion that stayed within the client's budget. Furthermore, we successfully reduced CPM and cost per lead by an average of 2x or more in spring 2023 and throughout the campaign.
