SUMMARY:
The most relevant marketing content speaks directly to your prospects’ needs. But does your website give target industries an instant connection to the content that matters to them? See how an IT consulting firm redesigned its homepage to give special attention to their top target industries. They used big buttons to lure clicks from key prospects, and drove traffic with a vertical-focused direct mail campaign. As a result, they’ve seen a huge jump in Web metrics, such as a 100%+ increases in time on site and pageviews per visit, and are arranging sales meetings at a faster rate.
CHALLENGE
Zaphyr Technologies provides IT consulting and services for the small-medium business sector. But that horizontal focus made it difficult for Shawn Butt, CEO, and his team to create marketing campaigns that resonated with specific types of businesses. “When you say ‘We’re a one-stop shop that does it all,’ it doesn’t connect with people in a certain vertical or industry,” says Butt. “We realized we had to start to define which verticals we are interested in, and which we have expertise in.”The team embarked on a process to identify its top industry targets, and then refine their marketing strategy to immediately connect with the needs of prospects in those industries.
Read the rest of this case study here.
Acess is open until May 14, 2009.
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RESULTS
The vertical focus of the team’s new website has caught the attention of their target audiences.After the redesign:o Unique visitors increased 125%o Average time on site increased 106%o Average page views per visit increased 153%o Average monthly email newsletter signups increased 117%
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