EYE Lighting International
BACKGROUND AND GOALS: DRIVE LED LIGHTING LEADS
Owned by a leading Japanese conglomerate, EYE Lighting International, who is at the forefront in the manufacturing and marketing of specialty lighting technologies includingcommercial and industrial lamps and luminaires set forth to grow sales. The company offers lighting design professionals and building owners a wealth of knowledge and technology in the field of lighting solutions and provides extremely high levels of customer satisfaction. This case study will explain how they exceeded the established goals and drove a 1,000% increase in web conversions/leads and a 40% increase in website traffic in just under 6 months.
CHALLENGE: GENERATING HIGH QUALITY LED WEB LEADS
Keeping pace with innovative marketing technologies and striving to stay ahead of gorilla size competitors, the client was in search of innovative ways to grow LED technology leads via their website. Given this, the company set out to find an all-in-one set of tools and a partner to help them get to the next level. In doing so, they chose Market One, LLC as their multi-channel internet inbound agency.
“It’s amazing to think that just 15 to 20 years ago, no company like ours could imagine that a website was a must-have,” said the company’s VP of Marketing. “Now, I think within 2 to 3 years nobody can imagine not doing inbound marketing.” “We are now generating more traffic and leads from our website than ever before.”
STRATEGY: STRATEGIC MULTI-CHANNEL INBOUND MARKETING GAME PLAN
Following the development of a detailed strategic internet marketing game plan and a thorough key phrase analysis, the inbound marketing machine was in place. The internet marketing game plan consisted of the creation of two educational white papers focused around LED technology along with a series of educational blogs. The top-of-funnel white papers were offered on the site with associated landing pages for lead generation purposes. To support promoting the white papers, a series of emails were deployed to a highly targeted data base. Like the white paper offers, the emails were developed with associated landing pages. All of the content was optimized with the appropriate key words and phrases. Through the creation of the optimized content, blogging, social participation and call-to-action offers on the company’s site, the company began to achieve high rankings for nearly all of their desired key phrases while increasing their website traffic by over 40%. In addition, conversions/leads from landing page forms increased by over 1,000% in just under 6 months.
IMPACT: SPIKES IN OVERALL WEBSITE GRADE, SOCIAL MEDIA, KEY PHRASE RANKING, TRAFFIC AND LEADS
In a mere 6 months since adopting a strategic inbound marketing game plan to boost LED leads with Market One, EYE Lighting International achieved the following:
• Website traffic: +40.7%
• Landing page views: 4,074
• Leads/Form Submissions: 1,370
• New Contacts: +53%
• Exponential growth in social media exposure
Company spokesperson continued by saying, “Our inbound partnership with Market One is central to our revenue growth strategy, now and into the future.”
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