PSI Mobile are an innovative Irish SaaS provider, helping Utility, Energy and Telco companies streamline their entire sales fulfilment processes with cutting edge technology.
When we sat down with MD David Costello, he had one burning question, “can you help me win more business?” The short answer was yes, and what follows summarises the Inbound Marketing journey we took with PSI.
First up, we rebranded their visual identity and designed and built a new website hosted on the Hubspot COS. We didn’t rush into designs here but instead analysed user interactions from the old site using Hotjar and wireframed a new website user experience according to the insights we learned.
We dug deep into the psyche of our target personas, Sales Leaders and Compliance Managers with volumes of research, qualitative and quantitative market research, phone interviews and behavioural analysis. We tracked down their online watering holes, the LinkedIn groups they typically shared, the social channels and influencer websites they visited and the problems that kept them awake at night, and more to the point, the solutions they sought. Backed up by comprehensive keyword research, we knew what content we needed and where it needed to be seen.
A comprehensive content schedule fell out on the back of this research and we created blogs, infographics, videos, ebooks and tip sheets to generate traffic and convert website visitors onto an email database and nurtured the leads through the funnel using email workflows.
We also pitched in with online PR support. They have a global reach spanning over 40 countries worldwide and when they recently broke into the Australian market, we helped spread the good news with social media posts.
With all our content in place, we implemented “40nugget” technology to help with site conversion. This enabled attention grabbing CTAs to pop up on any page upon specific user triggers e.g. when users scroll over to ‘x’ out of the site, download CTAs pop up onscreen.
Lastly we looked to make a splash and bump up website visitors. So we contacted 20 sales thought leaders and asked them to share their single most important sales tip and put together a comprehensive and detailed blog. The advantage of this crowdsourced material is the extended reach these influencers have. In turn, each of the thought leaders promoted the blog on their own social channels and the numbers were astonishing.
As you can see from the chart below the increase in website traffic was significant, a staggering 336% increase in web visits month on month.
This increase in visits was complemented by an equally impressive increase in leads, 19 recieved and recorded on Hubspot and a further 22 recieved from Hotjar.
This is of course only our work to date with this ongoing client as we are always tweaking and broadening the scope and audience for our content. Our latest content theme is “Digital Transformation” and early results are very encouraging. Onwards and upwards!