Revenue River took a phased approach to success. We set SMART goals, demonstrated progress, then worked with the client to add HubSpot suites and tools as needed to meet more demanding goals.
Goals:
We focused on tactics that would allow us to create the greatest impact on our goals, leveraging as many as possible to build a solid foundation without diluting the outcome. Therefore, we focused heavily on SEO efforts, with the strategic bet that some simple fixes to the conversion elements of their digital ecosystem could yield great results, especially with an increase in traffic boosted by SEO and paid media.
Pillar & Cluster Article Strategy using HubSpot's SEO Tools
In keeping with ECS' service-minded approach, we implemented the industry's first eCommerce store by integrating HubSpot and Shopify to improve the user experience and reduce friction.
We also created chatbots to quickly provide information to site visitors.
Tactics:
|
|
New Goals:
After Phase 1, we were ahead on traffic goals so we decided to lean heavily into Engage & Delight tactics while still maintaining the SEO foundations we built. We further built out the resources program with the aim of serving Partners and developed the scaffolding to promote ECS University, ECS' in-person training program (and lead generator), based on the strategy developed in Phase 1. The aim was to drive repeat business and boost revenue with a network of loyal customers build mutually beneficial, long-term relationships with contractors position ECS as an authority in the industry, and designate ECS as a "go-to" hub for all education, resources, and products.
New Tactics:
|
|
Goals:
We felt confident in our pace toward annual goals by the end of Phase 3. Therefore, we recommended that we turn our attention to the Delight stage and implement Service Hub to generate new business in the form of repeat and referred customers.
New Tactics:
|
|
New Goals:
After a successful Phase 1-3, we wanted to focus on lead quality, not just lead volume. So, in addition to a quantitative increase in SQLs, we took steps to ensure a parallel qualitative increase. Secondly, after having collected benchmark data since Phase 1, we were able to finally create a revenue contribution increase goal of 10%.
New Tactics:
|
|
New Goal:
At this stage, the world was just on the cusp of the pandemic and there was much uncertainty about what would come next. We seized this opportunity to turn the in-person ECS University series into a digital course, complete with a Learning Management System (LMS) integrated with HubSpot. We were able to take old footage shot the year before and guide the instructor, Bill Aaron, through the process of creating new and updated video while travel was near impossible for our video team. Through a combination of the LMS and Vidyard, we could determine the % of a video that has been viewed, quiz participants, and ultimately create an industry-recognized certification and increase SQLs through this new offering.
After Phase 5 and an exponential increase in ECS U registrations since going virtual, we focused our attention on converting our influx of middle-of-the-funnel leads. We worked directly with the Sales team to identify assets that would be useful in building relationships with potential customers. Additionally, we applied extra resources to ECS U including specialized tracks to educate and reach a wider audience.
