Content Marketing Automation
Cubic Designs Mezzanine Systems
On the heels of a website redesign, Cubic Designs, a leader in mezzanine systems, was elated with the new features we implemented for them, like their 3-D configurator. As their fully integrated digital consultant, we knew the new site was only the beginning of something bigger for Cubic.
The Challenge
Cubic was excited to see growth in traffic to their new site, but their analytics didn’t give insight into who these visitors were. With our recommendation, we would build a lead capture system to move them into the next phase: content marketing automation.
Gated Content
As part of our website redesign process for Cubic’s site, we created personas and user journeys. With those in place, we assigned gated marketing content to each journey. For example, if a visitor persona score designates them as a “window shopper,” the site would serve an article on “What to Look for in a Mezzanine System.” To download the content, the visitor would need to provide their contact information.
Leveraging Insights for Google Display Ads
Now that we had robust data on the types of personas who came to Cubic’s site, we used that information to optimize their Google Ad campaigns. Since targeting was more precise, we designed and built custom landing pages that considered audience’s interests and motivations.
Email Marketing
The data we captured from gated content downloads and landing page CTAs provided Cubic with a groundswell of information to develop a marketing email campaign. We built personalized drip email campaigns with the goal to increase quote requests and requests to contact a representative.
Results
We proved that robust data builds the foundation for a content marketing machine. Today, we continue to manage Cubic’s website and content marketing. They count on us for high-level strategy down to content creation and optimization. As a result of the multi-channel advertising campaign and email marketing campaigns, Cubic realized the following results.
From December 2018 to March 2019
- Display advertising campaign had a conversion rate of 3.7% (gated content downloads) and an average cost per click of $.05
- The open rate of follow-up emails was 10%
- Of those targeted by this campaign, 10 users completed RFQ for custom Mezzanine projects, and 5 users reached out to sales representatives.
Q1 2019 to Q1 2018 Comparison
- Impressions grew by 355% to 557,877
- Clicks grew by 933% to 10,863
- The cost to convert lowered by 83%, to $61.79
- These results were achieved with -17.67% LESS media spend in Q1 2019 than in Q1 2018.
Highlights
RFQ Completion
Of those targeted by this campaign, 10 users completed RFQ for custom Mezzanine projects, and 5 users reached out to sales representatives.
Email Open Rate
The open rate of follow-up emails was 10%
Conversion Rate
Display advertising campaign had a conversion rate of 3.7% (gated content downloads) and an average cost per click of $.05