Procare Systems processes and protects your fiber components
Implanted in Geneva, Procare Systems helps professionals and individuals to keep their surfaces clean. It facilitates maintenance and provides a high-performance technical service. Procare Systems specializes in the treatment and protection of carpets, rugs, wall hangings, sofas, armchairs and sofas made from various fabrics and leather, as well as double curtains.
Defining the client's needs
During the first exchange between Guy Costanza, founder of Procare Systems, and the DevFactory agency, the problem he was facing was made clear: there was an apparent lack of traffic on his website. We therefore met the Procare Systems team to help them isolate their needs by implementing an inbound marketing strategy.
My website is no longer up-to-date. I need to refresh it to attract more visitors.
Realizing Procare Systems' Targets
At DevFactory, everything starts with a Game Plan. This is the process by which we start helping our customers implement a digital strategy based on Inbound methodology. These are the strategic foundations necessary for any approach whose main ambition is the growth of the company.
After a first meeting called "Workshop Kickoff Meeting" with the Procare Systems team, we embarked on an intensive 6-week effort focused on their specific goal. After completing this exercise, we delivered a comprehensive document of the digital strategy best suited for their company.
This is where Procare Systems decided to continue to trust and work with DevFactory.
The solutions we gave
To determine an effective and sustainable referencing but also to attract traffic and new visitors, we have developed an editorial planning with blog articles and content offers focused on the issues facing the target client of Procare Systems.
Creating a conversion tunnel
In order to encourage visitors to download content, we have created a feature in each blog post to encourage users better navigate on their buying excursion. The ultimate goal was to help Procare Systems better pinpoint the various users visiting their website and to convert them into prospects.
SEO (Search Engine Optimization)
The success factor of a lead generation strategy rests upon a sustainable positioning within Google’s search engine environment; this should be considered as the critical conversion factor at the head of any company’s research efforts. A natural referencing campaign has been set up to allow Internet users to find the site of Procare Systems through keywords, allowing for both content as well as a technical optimization (meta tags of each article page, and each landing page).
Community management / social networks
We helped create dedicated communities on social networks that can generate traffic towards the website through channels other than Google. After each publication of committed articles, a post is routed on Procare Systems’ social networks with a message including schedules adapted to the network: Facebook, Twitter, Linkedin, Instagram and Google +.
The significance of marketing automation consists in systematically providing educational content to arouse interest for any prospect to engage in a purchase.Each month, an email summary of the latest blog articles is sent to all people who subscribed to the blog. The goal is to maintain an information lead on the prospects so that they identify Procare Systems as the reference in the fiber processing sector, their website representing a solid reference from where to seek information on this topic.
Bespoke advertising campaigns generate additional qualified traffic on articles and content conceptions through the usual tools used by users in their search for information: Google AdWords Search and LinkedIn Ads.
As it is necessary to regularly monitor the performance of the strategy put in place, installing performance indicators makes it possible to analyze the achievement of each objective set from the outset. With Procare Systems, we have defined indicators based on their original purpose: to increase the traffic on their website.Quarterly workshops are organized to follow up on the actions taken, followed by a monthly action report.
Number of leads generated thanks to the inbound marketing strategy that has been set up
Number of new customers generated thanks to the inbound method
Number of interactions on social networks
At the end of this first year, the inbound marketing strategy set up for Procare Systems has shown promising results.An inbound marketing strategy requires a lot of content elaboration; this takes time.This year, we are pursuing this strategic approach with the objective of bringing it further along the growth curve.
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