Inbound Marketing Case Study: Datalink Communications Network
The following is an inbound marketing case study, highlighting the creation of an inbound marketing campaign for one of our clients, Datalink Communications Network.
Datalink Communications Network recently began an inbound marketing campaign with us at IMPACT Branding & Design. target="_blank">Datalink Communications Network is located in Massachusetts and focuses on finding the perfect communications solutions for their clients.
They provide Internet Services and Wireless Services including smart phones, tablets, and mobile hotspots to businesses. They are a leading cellular provider and Preferred Partner with Verizon Wireless. They assist their clients with becoming more efficient and productive through wireless technology and cutting edge business solutions.
Datalink Communications Network offers amazing customer and client support with friendly attitudes and are always available to help their customers. They support their customers every step of the way through their businesses wireless communication process.
In order to help DCN reach their goals we created a campaign around obtaining highly qualified leads. We started by creating 3 different offers, one for each part of the sales funnel. The top of the funnel offer is an eBook, “11 Must Have Business Communication Features for New England Businesses” to gain customer awareness and interest of the product. We wanted to reach people in the New England service area and used an optimized and attention grabbing title so that customers know exactly what they are getting when reading this resource.
The middle of the funnel offer is a communications self-assessment. The assessment includes questions that are used to qualify leads. The assessment has a simple yes/no drop down box for answers so that perspective leads can move quickly through the assessment. The less typing necessary the more leads we will attract. We then created a simple grading scale for the assessment based on the importance of certain answers. It was important to find out if their current communications efforts are helping or hurting them. We want to know if their communications resources are saving or costing them money. We then assign a Pass/Fail grade based on the answers to see if this is a good lead for the DCN company.
The bottom of the funnel offer we created is a full business communications assessment to analyze the bottom of the funnel prospects. This includes scheduling a time with Datalink Communications to completely analyze the features the customer already has. If they fill out the assessment and submit it in full it helps them get a better overall assessment and cuts down on the initial meeting time.
In order to drive traffic to the website we created a blog for DCN. This will help get their company name to show up in search engines because of an increased number of indexed pages and keywords. It will also show perspective customers the knowledge and expertise DCN has in their industry.
We created a blog editorial composed of valuable content and information regarding DCN services and their industry. We produced more than 15 blog posts based on the 11 features in the eBook we created. We scheduled 2 blog posts a week with links to the eBook at the end of each post so that people could further inquire about DCN resources and services.
To continue encouraging prospects to engage with DCN we put together an email marketing campaign. We scheduled 7 emails to promote our campaign. The initial email blast included our top of the funnel eBook offer. We wanted to gauge an initial response and find out who is interested in the DCN services. We then used HubSpot tools to create smart lists to segment Marketing Qualified Leads and Sales Qualified Leads for future emails.
To tie our blog efforts into our email campaign we emailed out 4-5 blog posts every 2 weeks to keep leads interested and continue to drive traffic to the website.
Social media is a great way to quickly gain exposure through several different channels. We posted our eBook link on relevant forums on LinkedIn. We then used Facebook and Twitter to post our blog posts as well as middle of the funnel and top of the funnel assessment offers. Having content posted on social media site allows for interaction between the DCN company and customers. If people post a question on a social media site it is easy to quickly answer it and continue a conversion with a perspective customer.
Since the Datalink Communications Network campaign was just launched we are still awaiting results. We wanted to give a glimpse into what we do in the beginning stages of our inbound marketing campaigns. We tie multiple campaign strategies together to gain as much qualified traffic as possible to our client’s web pages and services. Our clients understand each piece of content we create. We explain to them why we are creating certain strategies and how they will help reach their goals and achieve results.
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Looking to create the same type of inbound marketing campaign for your company? If you’re interested in learning how to create a campaign that fits your sales goals and needs Contact IMPACT and learn how we can help!