Digital Transformation | Digital Lead Generation
Cloud-based connectivity and communications provider
Digital transformation is on the rise. More and more companies are adopting digital infrastructures to transform their traditional business models. This telecoms client is Ireland’s leading specialist cloud communications provider. With a global network of partners, their solutions give companies of all sizes access to enterprise grade, unified communications.
They approached IMS to help them build visibility and awareness of the company’s Value Proposition and communicate the USP’s and benefits of their phone comms solutions. They wanted to initiate inbound lead generation to grow their customer base in Ireland and the UK.
Although this client is a hugely successful Irish business, serving both an indigenous and global customer base, they had little online visibility and were not ranking for searches related to their core products and solutions. Furthermore, early-stage market research indicated a lack of customer knowledge and awareness of the company’s true capabilities.
Their value proposition offered a mixed message and caused confusion within the market among both customers and partners. Aligning their overall Value Proposition with marketing and promotional activities that would support their sales and lead generation efforts became the goal of this project.
First, IMS conducted in-depth market research into the potential online opportunities for a business operating within this sector. A full digital audit highlighted the opportunities and challenges which needed to be considered, in order to agree strategies for enablement. It defined a short-term roadmap of high priority items that needed immediate attention ahead of applying a long term, future-focussed digital marketing strategy.
We quickly recognised that an omnichannel marketing approach was required; one that included each of the activities listed below. This was a key pillar to driving the right future traffic to this client’s website. Traffic that would not only generate awareness but provide qualified leads.
We worked with the client to write content with a strategic focus on key product related terms. We created tightly themed web pages that played an integral role for both organic and paid activities and their associated performance.
Snapshot of Activity
Short term tactical delivery included:
Long term strategic delivery included:
An improvement in user experience meant visitors to the website could access the information they needed quickly and easily, shortening the sales cycle and providing a higher qualified lead.
This initial piece of work directly resulted in a significant number of new customers for this client. Furthermore, they are now recognised as Ireland’s industry leader and focusing their efforts on increasing their footprint across the UK, which is already seeing a 116% increase in sessions in just over 2 months.
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