Digital marketing strategy

The digital marketing strategy comprised several steps, the foundation of which was understanding how to entice B2B buyers to view the product as an essential solution to their business problems.

The website was developed over several stages of learnings. Each enhancement saw the conversion rate grow, meaning more leads/sales from the same advertising budget.

The initial site overhaul restructured the way the product was explained. It highlighted the business outcomes it generated, and vastly professionalised the look and feel. This generated an immediate spike in lead rates.

In subsequent updates we analysed the enhance areas of the site that visitors were spending the most time on. This insight was used to reduce buyer anxiety and acted as a catalyst to move them through the buying funnel.

A/B testing

Discovering the most effective wording that excites consumers was an extremely powerful tool used to increase conversion rate.

We used ongoing A/B testing of headlines and supporting text to test different approaches. This drove a steady improvement in results and created far ranging sales benefits.

On top of improved website results, the sales team were able to use proven catch phrases to attract the attention of their audience. Imagine the power of knowing exactly how to steal the limelight and position your product as the best solution in the room!

SEO

Search Engine Optimisation (SEO) played a large role in drawing customers back to the website. This was both a penetration strategy to attract new viewers, and a tactic to allow past clients to find the company online.

Giant iTab were presenting their tech at business shows, but when customers tried to Google them, they were searching terms that described the product (e.g Largest touchscreen).

SEO was the largest driver of traffic to the website and responsible for more than 50% of the inbound leads. The strategy continually updated to respond to market demands, continually driving better commercial outcomes.

Email trick

A trick that helped the sales team create relationships with customers they met, was a JMarketing initiative. We created a scalable follow-up email system that felt personalised and genuine, but only required a few minutes to send out hundreds of messages after a week of presenting to people at a conference.

The email system not only saved the sales team many days of manual work, the language used was carefully crafted to illicit a response. Even if the customer was sitting on the fence about buying, this personalised approach pulled them further into the buying cycle.