CASE STUDY
From a new website to successful marketing machine with HubSpot
Website in Content Hub
The website was also immediately given a modern and fresh design during the migration, but the main focus was on helping visitors even better and generating conversions.
Already six months after launching the new website in Content Hub (HubSpot's CMS) and deploying inbound marketing, the number of leads coming in monthly through the website had grown by 60%. The number of visitors still continues to grow: if you compare 2018 to 2023, you will see that the number of website visitors per month grew by 175%!
Elpress' visitor numbers and leads continue to increase since executing strategic marketing campaigns together with a dedicated team from Bright Digital. In addition, we run a GDD process with Elpress to optimize the website continuously.
Conversion opportunities for Elpress
With the launch of the new website, even more focus has been placed on showing the right content at the right time, to the right people. To that end, different parts of the website are set up to achieve conversions:
- On every page there is an option to come in contact with Elpress;
- All product pages are enhanced with related information such as references and videos, so that the website visitor is helped even better;
- Blog articles are supported with a call-to-action that links to a related content offer for which website visitors want to leave their details;
- Content offers are further highlighted with pop-ups;
- Through user-friendly forms on specially designed landing pages, website visitor data is stored directly in HubSpot CRM;
- Using HubSpot CRM, leads can be followed up with information tailored for them.
Marketing success with HubSpot
The website is the foundation, but the campaigns create a stream of leads that continues to grow. And with success: the number of leads increases by 10% annually!
In the first 5 years of the partnership, the focus was on creating valuable content to attract visitors to the website. From the end of 2022, we also started optimizing campaigns. Think of expanding content and improvements in the field of SEO to ultimately also ensure a higher conversion rate. In addition, we ensure marketing and sales alignment with lead scoring.
Bright Digital is a strategic partner for Elpress, but also takes care of the execution. All the work is taken out of their hands: from devising the marketing campaigns to going live and monitoring. We also manage all social media channels, provide the monthly newsletter, manage Google Ads and ensure that all campaigns are executed in six languages.
Supporting Service Hub
For Elpress, we set up the entire service process in HubSpot. For example, service tickets for maintenance and repairs are submitted through HubSpot. We have further automated this using Service Hub, thinking of statuses such as "pending," "schedule visit," and "ticket closed." An NPS survey is also always sent after a service request. To take the service process to the next level, we have integrated it with Google Maps. This integration is used when scheduling a visit for maintenance or reparation. Travel time and whether it can be combined with other visits are taken into account.
Furthermore, a complete service dashboard is set up to monitor the service process.
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