HGI Industries (HGI) is a leading manufacturer and installer of custom air purifier systems in the United States. Its newly appointed CEO, Jeff, wanted predictable revenue growth year over year (YoY).
Stefanie
About
Jeff’s plans included launching a new brand, new products and a new product line to expand its market share. Even though the business is already focusing on large-scale projects in buildings, hotels, and hospitals, Jeff felt the company’s marketing was missing a lot of opportunities. Besides, as a CEO reporting to the board, HGI had little visibility into lead sources, lead quality, or customer ROI.
Challenge
HGI wanted to experience predictable revenue growth in 2019 with an effective marketing framework based on performance marketing. The CEO was looking to establish an effective strategic marketing plan with an integrated approach to marketing. The strategy is to include print, online and digital marketing channels to generate qualified leads and improve their visibility among the right customers.
“We were struggling to find the right marketing resource to align the company’s brand message, create storytelling content that resonates with our key audiences, and develop added-value marketing materials to support the sales team in closing deals faster” said Jeff.
- Optimizing the website and pages.
- Developing content to add value to the targeted profile(s).
- Build a website set up to host integrated lead generation campaigns.
- Crafting relevant content targeting different levels of government in North Amercica.
- Lauching PPC campaigns focused on targeting potential customers.
Solution
FCMO began by hosting a Half-Day Strategy Session to understand HGI’s goals and marketing objectives. FCMO analyzed the current strategies, and suggested strategies and tactics that would yield ROI-driven results.
We identified the right combination of marketing resources to employ for success — a mix of in-house resources and an award-winning performance marketing agency. To make the greatest impact, our focus was on setting up an effective online strategy combined with storytelling content and SEO.
The SEO strategy involved:
Results
Using our SEO strategy, HGI Industries immediately started ranking #1 for targeted keywords for air purification products. With our SEO strategy combined with optimized paid search campaigns, our team increased year-over year traffic by 2100%.
Similarly, 147% more calls to the contact number were generated. HGI increased its paid search leads by 155% compared to the previous month. Thanks to weekly optimization, our PPC ads CTR (Click-Through Rate) was consistently above 5%.
The strategy redefined the company’s marketing goals, metrics, and acceptable cost per conversion for each campaign type. We set up a proven tracking system for each campaign launched.
Within Q1, HGI industries experienced an average of six qualified leads that resulted in over $4 million in new business.
HGI saw substantial growth and remarkable ROI against the cost of investing in marketing.
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Take your business to the next level and let FCMO help you achieve predictable growth. Schedule your FREE strategy call to see the difference a Fractional CMO can make for your business.