By implementing marketing automation via the software HubSpot, we provide schweizstrom with the automation of a variety of marketing activities. The automation allows for immense advantages, for example the centralized management of activities, the conversion of leads or the reduction of marketing costs. With the help of relevant content features like newsletters, the publication of blog posts and the implementation of social media campaigns, we were able to reach many potential customers within a short time frame. In general, this led to increased traffic on the website, more generated leads and, ultimately, to more customers. All platforms are being used by means of intelligent integration into one central hub.
Moreover, a content strategy based on the so-called topic cluster model has been developed. It then has been integrated into HubSpot for optimized usage.
Core topics as well as linked cluster topics have been defined, which push each other with regards to SEO by means of linking longtail-keywords and search phrases.
Thanks to the linking of URLs, page content is considered to be relevant to search engines and thus ranks better in search results.
Analysis is regulated almost completely by automated processes which deliver data that can be directly accessed and also helps with the planning of future campaigns. At the same time, customer behavior can be tracked and understood, which helps in adjusting the customer journey and in locating fields of interest for each customer respectively.
Since data is generated via HubSpot, contacts can be collected efficiently and are managed , complemented or adjusted automatically. Thanks to the diversity of content channels, potential customers are provided with extensive dialogue options.
Content marketing focuses on the interests of the respective target group. To that end, in cooperation with schweizstrom, we have developed personas, each of which is potentially interested in different content. Furthermore, smart content was developed for customers on the one hand and non-customers on the other. This allows us to deliver specific content depending on the target group. That way, already existent customers can be notified about interesting events, while non-customers are being directed to different schweizstrom websites. The goal is to be able to send newsletters with smart content as soon as the necessary data has become available. This smart content can be adjusted according to the fields of interest for each of the previously defined personas.
The company’s content offers a source of information and entertainment and serves as an advisory platform. It provides information, which aim at creating interest in the customer. Based on the target groups, various topic clusters could be created.
The following tools have been used for lead generation:
- facebook campaigns
- blog posts published regularly
- publication on social media channels
- forms, which can be used in a variety of ways
- specific promotions
Generated leads so far are based on a strategy that is particularly enhanced by the promotion activities. Creative content and specific campaigns allow us to constantly generate new contacts for our regular newsletter. The goal is to convert them into energy customers at a later point.
Our promotions so far:
- online Advent calendar
- halloween ruffle
- "power saver" contest