Reimagined marketing strategy increases lead generation
Technology
Background
A longtime leader in providing environmental monitoring solutions for healthcare, pharmaceutical, manufacturing and other regulated industries, Dickson was looking to increase new customer acquisition and sales. Dickson turned to DAP as a marketing partner that could increase top-of-funnel lead generation and drive online conversions.
Discovery
DAP conducted a comprehensive audit of Dickson’s digital marketing strategy, including content marketing & SEO, email, social, website optimization, and sales & marketing integration. DAP planned a phased approach to overhauling Dickson’s lead generation strategy, starting with high impact changes while also building a long-term vision to put Dickson on a path to sustained growth.
Solution
We identified a number of significant changes to implement that would quickly drive lead generation and improve overall Dickson marketing efforts. These improvements included creating new optimized forms and designing new landing pages to improve Dickson’s lead generation and improve Dickson’s conversion rates. DAP implemented CMS enhancements to improve usability and overall site performance. DAP also retooled Dickson’s approach to content, seeing immediate dividends in just a few months thanks to a more integrated approach centered around authoritative, long-form content optimized for SEO.
- Defined and executed new content strategy centered around authoritative thought leadership for core topics relevant to key audiences, along with a more integrated approach to email marketing and social media
- Redesigned landing pages to support in-depth content and an enhanced user experience
- Implemented CMS enhancements to improve overall site performance and usability
- Streamlined and shortened forms, and created banner and pop-up forms to increase conversion rate
Results
10%
increase in total leads YoY
18%
reduction in bounce rate
71%
increase in email click-through rate
3X
increase in form conversion rate
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