Cannon Hygiene is a leader in hygiene and washroom services across the UK. They had fallen behind in the digital marketing efforts and asked Innovation Visual to join the team that is tasked with leading digital marketing for their sector. One of the first parts of our engagement for Cannon Hygiene was to be part of the website redevelopment project that had already been started. Complicated by Cannon being part of the wider OCS Group the website redevelopment had a number of significant challenges to overcome.
Organic search engine optimisation
Site development consultancy
Social media support
Paid search advertising
Bing Search Marketing
Google Analytics Consultancy
Polls for this Project
Organic Search 100%
Paid Search 100%
Content Strategy & Development 100%
Site development consultancy 100%
Social media support 100%
By working with the website design and development teams we could ensure that as the site had search engine optimisation built in and considerations were made for future optimisation and content development. In collaboration with the team at Cannon Hygiene much of our work has been to develop website content that is of interest to their target audience. Our content development has gone from surveys to interviews, blog posts to fast facts, and by always working in collaboration the content has been used to support wider marketing and sales campaigns across the business.
The goal of specific sales lead generation has been met by using paid search on Google Adwords and the Bing Adcenter to target profitable keywords in specific geographical regions. The search marketing has been developed in such a way that it can be controlled precisely in terms of the business and physical areas that leads are generated for. This provides Cannon Hygiene with a more pro-active and dynamic lead generation system than by purely relying on organic search traffic alone.
Cannon Hygiene’s website is now a more dynamic and content rich digital destination and this has seen continued visitor number growth through all digital channels. The coordinated and partnership approach has meant that efforts are always focused and directed to maximise business results. Higher lead conversion rates and conversion numbers have boosted the sales funnel and big increases in social media followers as well as visitors to the website mean that Cannon Hygiene’s message is reaching an ever greater amount of people and therefore potential customers and this delivers measurable business benefits.