Every now and then, I need to participate in a shameless plug and demonstrate some of the work we are doing on behalf of our customers. We are changing the face of industrial marketing by creating a web-based, growth-driven, lead generating machines.
At The Repp Group, we recently launched a new website for HECO Industrial Services at www.hecoinc.com. Allow me to toot HECO’s horn…and ours.
First, with help from Maxwell and Miller, we pumped up the HECO brand theme.
After exhaustive interviews with the owners, engineers and the sales group, we knew we had to distance HECO from the typical industrial supplier. HECO sells much more than electric motors. They provide piece of mind on the plant floor by optimizing the performance of the entire electric motor-driven powertrain.
As I have written in several blog posts, industrial suppliers have a wealth of content stuck in their file cabinets and banker boxes. It was no different at HECO. Continuing our interviews, we found plenty of content in their file cabinets to build a strong brand case…and years’ worth of blog posts. We also found plenty of great content in HECO’s mental “file cabinets”.
What we found at HECO was a unique approach for an industrial supplier. They were magicians (well…really engineers) at HECO at finding the “Why”. “Why” is your electric motor failing? Not just, “what” new motor can be sold.
Greg Miller at Maxwell+Miller came up with a fresh brand theme that encapsulated HECO’s unique approach to power train management: HECO All Systems Go
Once HECO created a more responsive brand theme to rally around, we focused on developing specific buyer personas. With HECO’s specific buyer personas, we now have a real person, with real pain, with real needs, with real demographics, to focus on.
Using buyer personas, we know the subject matter that trips each persona’s trigger. If some of their content fails to resonate, then adjust accordingly on the fly.
With the proper SEO (search engine optimization) focus, we deploy content such as blog posts and premium e-books that resonate with HECO’s audience. We leverage this content with an aggressive social media plan to distribute and promote the content.
We also inserted strategically located calls-to-action on most web pages designed to trigger a response that leads to a specific landing page with “gated” content for lead capture. The HECO site is also filled with plenty of un-gated technical literature, providing a valuable resource for electric apparatus professionals.
Finally, we installed the entire website on HubSpot’s marketing automation platform. HubSpot makes it easy for HECO to deploy all marketing assets from one portal; blogs, email marketing, webinars, videos, premium e-books, etc. Virtually all of HECO’s marketing assets are now connected and reported in real-time. A managements’ dream.
HECO’s goal is to provide the most trusted, top-of-mind brand on the web for electric motors, electric motor management and predictive maintenance. This fully integrated content marketing program will make it happen.
.Can anyone say, “B2B lead generation”?
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A passionate marketer attempting to change the way industrial marketers leverage the web as a growth-oriented, lead generation machine. View all posts by Tom Repp