With the client’s goals in mind, we understood that they did not only need an effective digital marketing strategy but also needed the right MarTech tool kit to facilitate efficient, 360 degree implementation of that strategy. As Red Flag Alert had limited internal marketing resource, it was key to be able to leverage the relevant tools to automate as much implementation, nurture and data management as possible.
Innovation Visual are platform agnostic and always choose the right platform combination to best meet our client’s needs. However, we are also HubSpot Platinum Partners because we have deep and extensive knowledge of the HubSpot ecosystem. For Red Flag Alert, we knew that HubSpot would be able to meet all the client’s needs in the short term, as well as scale seamlessly to grow with them in the longer term.
We planned a detailed, phase by phase roll out of the HubSpot platform for Red Flag Alert, following our initial onboarding. The roll out was designed to complement the ongoing digital marketing implementation for the business, and to allow us to more effectively work with them to focus on their changing areas of concentration as the business evolved.
As our digital marketing specialists worked to implement their planned strategy, focusing on a combination of effective organic search optimisation, paid search, content strategy, paid social, and conversion rate optimisation, our MarTech hub worked in parallel to utilise the tools, automations, functionalities and workflows in HubSpot to improve segmentation, delivery, nurture, performance, measurement and reporting.
The HubSpot implementation was also designed to support the sales team, providing them with a sophisticated but user-friendly sales tool designed specifically to work around their processes and business structures to deliver more efficient conversions and greater revenue. We are continuing to evolve how we use the platform for greater efficiencies and increased revenue.
Our SEO tactics for RFA focused heavily on optimisation of key pages and analysis of the information architecture, as well as building domain authority through link building. We have also worked to build site visibility and ranking in SERPs (Search Engine Results Pages) through the identification of relevant keywords and optimisation for those keywords alongside strategic content deployment.
Content has formed a major part of the RFA marketing strategy, to build both site position and engagement amongst the target personas. The team has worked to develop a content strategy that targets identified keywords, for each stage of the buying journey. We also used high -quality, valuable gated content to generate leads and optimised current content to improve visibility and traffic.
HubSpot was used to manage the gating process and efficiently nurture those leads through an automated journey. Using lead scoring we ensured no relevant lead could be lost or missed and that leads from higher up in the funnel could be nurtured towards conversion, and handed off to sales at the right time.
We discovered the conversion rate of the Google Ads paid campaigns was very low. To overcome this, we reviewed all the landing pages and search terms to target our efforts on keywords that generated the highest conversion rates. We improved the landing pages to maximise traffic coming from paid.
We used a combination of channels including Google and LinkedIn to generate top of the funnel leads and create demand. We then used automated workflows in HubSpot to nurture leads that were not yet MQLs or opportunities. Following this, using HubSpot’s reporting suite we analysed which paid campaigns moved people through the funnel most effectively, and which campaigns generated revenue so we could focus more budget in these areas. The granular reporting dashboards created by the MarTech team within HubSpot also allowed us to better understand where campaigns could be improved.
While our strategy was effective, it became clear that the existing Red Flag Alert website was limiting the results we could achieve. It was difficult to access and update and wasn’t performing effectively. We agreed, with RFA, that the best course of action was to rebuild the website on the HubSpot CMS. Integrating the company website natively with it’s scalable MarTech stack has allowed us to even more efficiently engage with, convert, capture and nurture a higher volume of better quality leads from the website. The new HubSpot CMS website is accessible, easy to scale, update and maintain with a range of tools available to ensure content is well optimised. Data from the CRM is used to drive personalisation on the website and can be used to manage deployment of smart content based on the visitor. The website is now a valuable asset to the business with exceptional growth potential. Conversion rate has already doubled since launch.
The implementation of our work, across each discipline involved, has delivered a significant improvement across all aspects of performance and provided huge success for Red Flag Alert. The overall traffic from the UK has increased by 141% year on year and we’re now seeing quarter on quarter growth in MQLs. The results revealed a substantial increase not just in quantity but also in the quality of leads. Goal conversion rate has increased by 106% since our partnership began.
Additionally, our strategy, supported by the right HubSpot solution, has delivered greater automation for the business and moved prospects through the defined lifecycle stages faster, and at a higher cadence.
Our on-going work continues to deliver results, with organic traffic having grown by 153% year on year and a rise in paid search conversions, goal completions & conversion rate including a 178% growth in demo forms.
The Innovation Visual team are looking forward to seeing further results as we continue to work with Red Flag Alert and support their long-term goals with our digital marketing and MarTech expertise.
