New Site, Content Strategy Yields $46,000+ in FlexXray Sales
Challenge
Though FlexXray was growing by acquiring competitors, many in the industry had never heard of FlexXray or the types of services it offered. The executive team at FlexXray wanted to raise awareness and educate the market about the need for X-ray food inspection, thereby generating demand for FlexXray’s services. Company leaders were eager to establish FlexXray as a trailblazer and thought leader in this burgeoning industry. Additionally, they wanted the company’s target audiences to know that FlexXray could adapt to the food industry’s frequent, unexpected changes.In addition, a new sales director at the company gave madison/miles media a specific challenge: Bring in as many new, highly qualified leads in the shortest amount of time possible.
Solution
To address these challenges, m3 conducted a short survey with FlexXray’s clients and prospects. Using data from the survey — as well as keyword research, SEO strategy, competitor analysis and a solid understanding of modern design and user-interface trends — m3 created a content marketing strategy to educate the marketplace, bring new users to FlexXray’s website and generate more sales for the company. The strategy included the following: • Launching a new website that not only informed site visitors about its services but also provided numerous ways for site visitors to convert into a lead • Implementing HubSpot CRM and Sales Pro tools for the sales people to manage prospects and deals — and giving them a clear look into the sales pipeline • Writing email sequences that prospects received to keep FlexXray top of mind • Developing a rolling, 3-month editorial calendar of blog posts that were published on a consistent schedule so visitors have something new to find on the website • Connecting with editors at industry publications and websites to offer free content about the industry and FlexXray’s offerings • Investing in pay-per-click (PPC) advertising
Results
In just nine months, 83 new leads had been generated directly through inbound marketing efforts, leading to six customers. This is a lead-to-customer conversion rate of just over 7%, with revenue of $46,700. To meet FlexXray’s goals of educating the market and creating awareness about the need for X-ray food inspection services, a key activity for m3 and FlexXray was nurturing relationships with industry print and web publications. madison/miles struck up relationships with 13 industry publications and websites, and had seven articles published under the sales director’s byline. The ad equivalence for these publications ranges from $500 to $7,860 each. In addition, social media tactics led to 31 new leads.
madison/miles media
madison/miles media is a content-driven digital marketing agency, with a focus on awesome work and measurable results. Our sweet spot is partnering with B2B businesses making $5 million to $150 million in revenue to accelerate their marketing and get results. For the past 13 years, we’ve leveraged significant sales experience,...
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