Fredricks Design is a leading industrial design and engineering studio that creates, develops, and engineers innovative product solutions. They serve clients in a number of technologically advanced industries, including autonomous transportation, themed attraction, and healthcare.
Click to view the full “Before” image of the Fredricks site.
Because Fredricks Design serves cutting edge clients, they wanted a fresh website that would accurately reflect their ingenuity, expertise, and scalability in creating exceptional product solutions for a variety of industries. Their two existing websites were disjointed, and made use of a static one-page design that did not offer potential clients insight into what types of products they were capable of delivering.
Fredricks Design needed a single digital platform that would consistently represent their brand, showcase their innovative work, and draw in new, qualified clients.
The HA Digital Marketing Approach
One of our greatest challenges in approaching this new website design project was ensuring their site content would speak to the technical nature of Fredricks Design’s work, without alienating non-technical potential clients. Considering Fredricks’ reputation as a leader in industrial design and engineering, it was also important to merge content from two different sites into one new website that would maintain consistent branding, showcase their work effectively, and position them as a creative innovator exploring new frontiers in both design and engineering.
We started the website design process with a lengthy discovery session with the Fredricks Design team, to determine exactly what industries, and what people in those industries Fredricks Design most often speaks to. With clearly defined buyer personas in place, we were able to form a concrete strategy going forward for the Fredricks Design website and inbound marketing project.
Implementing Design with an Inbound Focus
Click to view the new Fredricks site!
While website design is paramount for any new project, it must also be backed and supported by helpful, clear content that gets the client’s message across.
We focused on creating site content that answered Fredricks Design’s buyer persona pain points by building out clear case studies, developing in-depth content offers, and converting some of Fredricks’ useful paper marketing content into digital resources that speak to key concepts in their industry and answer their client’s most frequently asked questions.
With informational, targeted content written, we were able to apply a next-level design that delivers in both aesthetic and function. The new Fredricks Design website matches their brand and style guidelines, and is modern, exciting, and highly visual.
Because the work that Fredricks Design does can seem nebulous to new clients, it was important to clearly define past projects to potential clients, so they could see real, tangible examples of the work Fredricks produces, and the results their innovations deliver. CAD-rendered drawings and actual sketches from past projects were used to define the site visually, and to create context for first-time site visitors.
To support the website’s new design, HA Digital Marketing helped round out Fredricks Design’s inbound marketing strategy by creating attractive content offers, writing optimized blogs, and incorporating calls-to-action and targeted landing pages to help convert new visitors. We worked to drive traffic to the new site by developing segmented email workflows, and implementing targeted paid and social advertising campaigns. We also helped Fredricks Design onboard to the HubSpot platform, as they were functioning without a CRM. These efforts, combined with their newly responsive, dynamic website, delivered the following results.
Just two months after its launch, the Fredricks Design website has seen exceptional results, and is providing measurable growth for the company. The new site has delivered:
143.45% more users
146.44% new users
138.92% more sessions
183% increase in overall site traffic
Since the new website launch, overall site traffic has nearly tripled, and organic traffic has more than doubled as well. Fredricks Design went from seeing about 50 to 100 organic visits per month, to an average of 200 visits per month in the two months following the launch. This marked bump in organic traffic points to a successful optimization of the website itself, as well as effective targeting of key phrases that Fredricks Design’s buyer personas are looking for.
Another metric that indicates content success is most viewed pages. After the home page, Fredricks Design’s most visited page is a blog written and optimized for key industry phrases by the HA Digital Marketing team, which tells us that our partnership with Fredricks Design is working to boost their site’s ranking, and provide helpful, engaging content for their visitors.
As a result of the increase in organic traffic the website is providing, Fredricks Design has already converted one organic lead, nurtured them through the inbound marketing funnel using the HubSpot CRM, and closed the lead as a successful sale. For the notoriously slow-moving B2B world, this is an impressively short sales cycle, and an excellent example of how a well-designed website, a targeted inbound marketing strategy, and a savvy sales team can work together to effectively generate and close on warm leads.
Inbound Marketing Growth in 2019
In just two months, the Fredricks Design website has more than doubled its traffic, bringing awareness of the company and their services to a wider pool of qualified potential clients. Beyond this initial metric success, the website has already begun to prove its value as a tool for legitimate business growth. With continued implementation of their inbound marketing strategy, and support from Evenbound, the Fredricks Design team is well on their way to exceptional growth in 2019.
Digital content writing can be tough. Not only do you have to write well and be engaging and compelling, you have to know what your intended audience (a.k.a. potential customers and leads) is searching for, what they want to know, and how to get them motivated to act on what they’ve learned and get in touch with your people. We see B2Bs missing the mark with their content all the time. Here are the five mistakes you’re probably making with your B2B blog content right now:
1. Too much jargon
You are probably an expert on the products or services that your company provides; you probably know all the industry terminology and abbreviations, too, and use them in your daily conversation. But your customers, especially the kind you’re trying to reach—new customers—probably don’t know the industry jargon. Using too much jargon without properly defining it will confuse your readers and potentially cause them to navigate away from your blog to more understandable and accessible content available elsewhere.
2. Missing content for stages of the buyer’s journey
Customers go through a buyer’s journey when making purchase decisions: the awareness stage, where they become aware of their need for a product or service; the consideration stage, where they consider various suppliers/service providers, price points, product/service offerings, etc.; and the decision stage, where they make a purchase. If you don’t have content geared toward leads in each stage of the buyer’s journey, you’ll miss opportunities to reach leads in certain stages, resulting in lost customers.
3. Missing content for some buyer personas
You might have content that is geared toward buyers of your product, but do you have content geared toward all the potential leads who may have interest in your product? Even if the majority of your business comes from one specific market segment, chances are that you have secondary and tertiary audiences for whom your product or service has value as well. If you’re not reaching out to those audiences as well, you’re missing out on conversion opportunities, as well as the opportunity to diversify your customer base to mitigate dependence on volatile industries.
4. No calls to action
You’re writing blog content because you want your reader to do something. In general, that something is to purchase from your company, but each blog post has its own specific and content-related goal. If you have a blog post on “How to find the right supplier of X component,” it should at some point direct readers to learn more about how your company is the right supplier of that component. For content geared toward prospects in the decision stage of the buyer’s journey, calls to action should direct them to request a quote or to set up an appointment with a sales contact. This is how you turn your blog readers into actual paying customers.
5. Not making content locally-relevant
For a lot of businesses, even B2Bs, location matters. If your operations are housed in a certain location, and that location is beneficial to your customer base or desired customer base, you should incorporate that into your content. For example, if you’re a Tier I or Tier II automotive supplier and you’re located in Michigan, that’s something you should absolutely be using to your advantage, as the Big Three are headquartered in Michigan and many of their warehousing and manufacturing facilities are in Michigan and surrounding Midwestern, Rust Belt states.
If you’re ready to enhance your digital presence and step up your contact game, it’s time to get in touch. Evenbound has expertise on the content strategies that will increase visitors, conversions, and leads from your digital content and boost your digital marketing ROI. Don’t believe us? Check out the case study below:
As a digital marketing company that believes strongly in the power of content marketing to draw in qualified leads, we get a lot of questions about how to write content effectively. Probably the most asked question when it comes to creating content is, “but won’t we give away company secrets?” And the answer to that is sometimes, yes. Creating compelling content often means creating content that divulges how your company got to be where you are, and what it is that makes you special. But that’s not a bad thing, and we promise it’s not going to ruin your company or give your competitors a leg up. Here’s why:
If you’re looking to create compelling content, the first thing you need to do is forget everything you think you know. Giving away your company’s secret isn’t going to lose you money or turn clients away.
If You’re Worried About the Competition:
Don’t worry about the competition. At least not when it comes to content marketing. Unless you have some highly prized product like the Google search algorithm that no one could never engineer or produce or that is so top secret your business would literally crumble if one extra person knew it, your competition probably already has the formula. We hear it all the time: “I don’t want to put out too much content, because then my competitors will know how I do what I do.” If we’re being honest, they already know. All lawyers go to law school. All roofers know what products are on the market, and which ones are the highest end. All manufacturers have access to a wide variety of manufacturing methods. What really sets you apart is how you conduct business, and how you interact with potential clients.
If you’re a roofer, it’s not how you put on shingles or what shingles you put on that makes the difference. What makes the difference is that you’re respectful to homeowners, you complete projects quickly, and you make sure your crews clean up after themselves. What might make you stand out even more is an extra-spectacular warranty or service program, but people will have to know about it if you want that to set you apart. When you get down to it, your secret sauce isn’t all that secret. Heck, even McDonald’s has given away the recipe to their secret sauce:
But, if you’re still not quite comfortable with a company tell-all, there are still plenty of ways to write compelling content that endears you to followers and generates quality leads. Start by identifying what makes your company different. Is it your product? Is it your service? Or is it how you interact with clients that truly makes your company better than all the rest. Then, write content that speaks to that exact point.
Tell the What and Why
If you’re genuinely worried about revealing too much, focus on just writing about the “what” and the “why” and leave out the how. What is your product or service, exactly, and why are you the best provider for that good? What’s your elevator pitch? Content doesn’t have to tell how you make your super awesome product, but it should tell potential buyers why they should purchase it from you, and what exactly they’ll get out of working with you.
If you think about it, Panera Bread doesn’t necessarily give out the recipes to their food items, but they do tell you what’s in each of their dishes. This helps people choose healthy meals that they’ll feel good about, but it doesn’t mean they’re giving away their product for free. And even if Panera did give out their recipes, would that mean they’d no longer have customers? No, because people really go to Panera because it’s a fast, healthy lunch option they don’t have to feel guilty about eating.
Address Legitimate Questions and Fears
One of the best ways to get a consumer’s attention is to answer a question they’ve had about your product for a while, or resolve a fear they might have about your product or service. Today’s consumer needs to be fully informed before they’ll even consider making a purchase. They’ll analyze every pro and con of a product, and if they can’t find that sort of information, they’re less likely to purchase it. By creating posts and blogs that answer some of your target clients’ most frequently asked questions, you’ll be able to a) create content that’s genuinely useful, and b) draw in more qualified leads with the content that your target audience is already searching for.
Sell your Process
Consumers are absolutely obsessed about how things are made. Take one look at Youtube or Reddit, and you’ll see streams of videos that show how even the most common household products, like mascara and Pop-Tarts, are made:
You’ll notice that very few of those video-watchers are likely to start making their own Pop-Tarts from scratch, or designing their own, custom mascara. Most of these consumers just want to know what’s going into the products they purchase and use every day, they don’t care about making them themselves. What’s more, it’s just plain cool to see hundreds of Pop-Tarts sliding across the screen. If you want to create compelling content, you can’t go wrong with a short 1-2 minute video that shows how you do what you do. Even if you sell a service, clients want to know what to expect at each step of your service, which is why breaking down what you do into easy-to-follow steps grabs people’s attention.
A great way to generate content that turns site visitors into clients is to demonstrate your capabilities and your results. For home services pros, this often works best with before and after pictures, showing the old (really ugly) kitchen, and the new, shiny kitchen that you’ve renovated. For anyone who’s results aren’t necessarily visible, case studies are your best friend. People interested in what you have to offer will love a case study because they show measurable results for clients just like them.
For us, we’ve found that digital marketing sometimes throws off clients who aren’t tech-savvy. Since you can’t immediately see, with your own two eyes, the results that our services deliver, some people are wary of what we have to offer. We’ve found case studies to be exceptionally helpful in solving this problem because they give cold hard facts: how many leads we delivered each month, how much traffic our clients now see, where that traffic is coming from, and most importantly, how much revenue our efforts generated.
When you can provide hard numbers like that, people are more likely to respond, because it’s specific and honest. Consumers are tired of the same, general marketing statements like “this will change your life” or “massively increase your returns” that companies boast about, but never prove. People want to see cold hard facts, and they’re excited by content that delivers that, so if you want to draw in qualified traffic, put up a few case studies showcasing the results you’ve delivered.
Finally, don’t be afraid to get emotional. There’s nothing consumers connect with more than a great story, so be sure to tell them yours. The more a consumer knows about your company and about you, the more real you feel, and the more likely they are to reach out to you. With the rise of internet and technology, there’s been a loss of genuine human connection in business, so if you can find a way to show your clients that you’re more than just a building or a product, you’re likely to have content that more people connect to.
Creating compelling content can be a lot easier than you think if you just identify that thing that sets your company apart. Because in the age of the internet, there isn’t much the consumer doesn’t know or can’t find out. The best way to build a content marketing strategy that delivers legitimate leads is to be honest and helpful, and create a connection with that potential customer. Because when a consumer has their choices narrowed down to you and a competitor, they’re going to pick the option they feel they have the greater connection with, and if you’ve been helping them along by answering their questions directly and providing content that helps them figure out what their options are, they’re going to choose you.
Content marketing is what we do. If you’re struggling to finesse your content marketing or larger digital marketing strategy, we can help. Get in touch by sending us a message at your convenience.
Whitmore Homes is a local, family owned custom home building company dedicated to creating one-of-a-kind homes that perfectly suit their client’s lifestyle and design tastes. Whitmore Homes makes an effort to truly understand what their clients are looking for, and they pride themselves on keeping open, clear lines of communication with their clients throughout the building process, to ensure the end product is precisely what the client was looking for. Whitmore Homes is a prominent, high-end custom home builder in West Michigan, and needed a way to set themselves apart from the competition.
The Challenge of Qualified Leads
Whitmore Homes had a goal of increasing sales, but as is the case for most high-end home builders, not just any lead is the right fit. Whitmore Homes wanted to increase their number of qualified leads so they could build at a higher price-point that suited their place in the market. They needed to increase their overall traffic to draw in qualified leads that fit their business model. To do that, they not only needed an effective digital marketing strategy, they also needed a platform where they could bring those leads in.
Evenbound took on the Whitmore Homes digital marketing project, and as we built them a new, responsive, and attractive website that is snappy and user friendly, we also applied our unique digital marketing strategy, tailored specifically to Whitmore Homes’ goals. Following the implementation of our new web design and superior digital marketing methods strategically developed for custom home builders, Whitmore Homes has seen exceptional results.
Results that Deliver Sales
In our first year with Whitmore Homes, we’ve delivered more than 1,000 visitors to the new site every month. What’s more, we produced exactly the sort of sales leads Whitmore Homes was looking for—353 of them—to be exact, this year alone. That’s more than one qualified sales lead every single business day. Whitmore Homes has also seen a massive bump in their conversion rate and organic traffic arriving to their site, but the figure that most stands out as proof of Evenbound’s ability to provide the results our clients are looking for is that high number of sales leads.
Evenbound has cracked the code to marketing high-end home builders. Our strategy, when tailored specifically to the unique goals of home builders and developers, is guaranteed to draw in qualified traffic and boost sales. To see how the Evenbound strategy could work for your home building company, download the case study below, or schedule your own one-on-one consultation for a personalized plan.
A community housing development of ranch-style duplex and three-unit condominiums, Avalon Pointe is located in Caledonia, MI, just a short drive from downtown Grand Rapids. Avalon Pointe is focused on providing their residents a stress-free lifestyle, offering amenities like a private swimming pool and clubhouse, regular social events and activities, and free maintenance services like snow removal and lawn care. Avalon Pointe recognized that they needed to market to a specific niche of residents who would fit well within their condominium community, and came to Evenbound. They had a goal of driving qualified traffic to an attractive digital platform and converting that traffic into qualified leads for their sales team.
Challenge to Drive Qualified Traffic and Deliver Sales Leads
Like most developers, Avalon Pointe needed qualified leads to generate real estate sales. With our history of creating comprehensive, effective marketing strategies for housing developers and home builders, Evenbound was up to the task, and drew on previous experience to build an attractive new website and put together a strategy to generate the sales leads Avalon Pointe needed.
The Evenbound Solution:
We began our digital marketing strategy for Avalon Pointe by first identifying our audience and generating qualified traffic that fit key factors like income, geography, net worth, age, etc. We tapped into several channels to make sure we were targeting those key buyers on every level, from social media to email to paid ads to organic search results. When that qualified traffic started making it to the Avalon Pointe website, they were met with our planned, researched conversion tactics and turned into legitimate sales leads. Our marketing strategy was again proven overwhelmingly effective, as Avalon Pointe quickly began to sell units, and is now almost completely sold out.
Our Results Speak For Themselves:
TOTAL UNITS SOLD: 38 TOTAL VOLUME: $9,500,000 TIME TO SELL OUT: 2 years
But total unit sell out is just the beginning of the Evenbound results. In the time we’ve worked with Avalon Pointe, our strategy has generated the following sales metrics:
More than 1,207 online leads
Average 50 leads per month over 24 months
Average of $12.53 per lead
$4.31 per Facebook lead
$20.74 per Adwords lead
Average of 830 website visitors per month
Over the last 6 years, we’ve worked to crack the code for real estate development marketing, and this is just one example of our irrefutable success. We generate the demand and interest you need to keep your sales pipeline full.
Are your sales lagging? Do you generate enough leads to hit your sales goals? Are you struggling to fill units? Evenbound can help.
Our strategy is especially effective for home builders and developers because we understand the goals and challenges of the industry, and we tailor our efforts to each client’s specific needs, ensuring you get the results you want. If you’d like to learn more about our tactics and see how our strategy boasts an attractive ROI for developers of every kind, check out the case study below:
Multi-Lab is a custom laboratory manufacturer out of Spring Lake, MI. They build, design, and install laboratories for most every lab application out there. Multi-Lab’s unique variety of clients, from hospitals to universities to pharmaceutical companies, meant they were in need of a unique inbound marketing solution that could target each of these clients and produce results. Though Multi-Lab was satisfied with their website, they knew they needed to generate more traffic if they wanted to remain relevant in their competitive industry.
A Challenge to Boost Sales
Multi-Lab’s ultimate objective was to grow sales and hit a stretch sales goal, and they knew to achieve this they needed a comprehensive inbound marketing strategy that could bump up the low traffic rates they were currently seeing. They needed to increase traffic for more qualified leads and they wanted to do it in a way that was measurable and provided transparent results.
HA Digital Marketing took on the Multi-Lab inbound marketing project, and as we applied our unique strategy tailored specifically to Multi-Lab’s goals, they began to see immediate results.
Inbound Marketing Results that Stand Alone
In the first 90 days, the HADM inbound marketing strategy has delivered the following results for Multi-Lab:
20 new sales leads per month
4,655 site visitors
1,986 new contacts
7 new customers
$800,000+ in forecasted sales
If you’d like to know exactly what HA Digital Marketing did to achieve these exceptional results for Multi-Lab, check out the case study below. In it, you’ll learn just how our unique inbound marketing strategy drew in qualified traffic, converted leads, and boosted Multi-Lab’s overall revenue in as little as 90 days.
If you’re a manufacturing company looking to surpass your own stretch goal, HA Digital Marketing can help. Get started by scheduling a consultation.