Alchemise Consulting was engaged by a leading Australian independent cyber security consulting business to run a specific marketing campaign. Our objective was to generate new leads within the Enterprise and Government market and position the client’s IT security consulting services for more sales opportunities.
In preparation for the marketing campaign, the messaging and collateral required review and updating to ensure there was follow-up capability, and a quality digital strategy and content. The client’s static website hadn’t been updated for some time and wasn’t presenting their brand and offerings clearly to prospective customers.
The client had limited sales and marketing resources and expertise to grow the business with a structured go to market approach. Typically, existing business had stemmed from referrals and the vendor, however little new business development had been undertaken or invested in beyond this.
A strong part of this digital world and presence is a strongly presented website that resonates to the targeted audience of a professional and credible level. Brand awareness and user experience is key with establishing new contacts and first impressions counted – both existing and prospective customers needed to have their needs met as far as the website content goes in addressing their problems and challenges.
In order to run a successful marketing campaign and “go live”, we needed to ensure that the preparation material was complete.
Alchemise understood what was missing from the marketing campaign preparation. The brand awareness and customer focus starts with online presence and messaging, and the best practices of the current digital design for website and content design and inbound marketing.
Our digital customer experience consultant spent time reviewing the web presence around the formatting and editing of the current online content to reflect the desired purpose of the business services on offer and awareness to attract the right audience. The online web resources needed to be updated with current material and relevance to the market and vendor partnerships in place, in order to best demonstrate to customers how the client could address their challenges and provide solutions to their problems.
Although this comprehensive review pushed the lead generation campaign back, it was essential to demonstrate from a customer or user audience perspective how the client’s website content, presentation and formatting and branding drove customers to engage, or to not engage, with the website and ultimately the company itself.
For further reading of relevance and if you are ready for digital and what to consider for a digital assessment includes please read our previous blog article: 3 key elements of a digital readiness assessment
After the comprehensive website and user experience review, we made a number of recommendations in order to ensure the website and digital resources were fit for purpose prior to campaign kickoff.
The primary focus, on the user experience front, was on text content and style in order to optimize readability for website visitors. We submitted revised text copy utilizing a more consistent use of language and style and an increased focus on the customers’ challenges to better project the client’s capabilities to prospects.
Navigation and page layouts were restructured for a clearer presentation of the client’s capabilities and expertise, and images and visuals were used strategically, not just for the sake of adding graphics to the page.
To further improve user experience we ensured that hyperlinks and click-through features were created and used purposefully for a more seamless site exploration by users. We also ensured that all of the client’s downloadable resources had their correct contact details, after the review highlighted that nearly three-quarters of resources listed outdated information.
Each aspect of this review and recommendation process was essential to create a web and digital presence that accurately reflected the client’s brand, offerings and value-adds to clients, and their positioning in the market.
Digital presence and marketing is becoming increasingly important and in a crowded marketplace where there is little allowance made for a poor and/or misguiding first impression when a prospect visits a website. The recommendations and changes that Alchemise Consulting offered were key to improving the impact and success of our client’s direct marketing campaign, and were the gateway to our client becoming fully digitally optimised.
For further information on how you can increase your client engagement from your digital presence and website, we can review this for you and share our recommendations as part of our complementary digital readiness assessment.
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