What was the scope of their involvement?
We had no inbound marketing presence prior to working with Leighton. Mead had a pen and paper mentality, and they’ve shown us how to use the internet without any fear of it. Leighton went beyond a simple build, and taught us about inbound marketing. They implemented best practices to make the website a better sales tool, and not just a reference catalog.
In addition to developing fresh content for the website, they stressed the benefit of social media opportunities. We’re partnering with them on blog writing and developing landing pages, and we’re working on strategies for the tools within our website. HubSpot is our CRM [customer relationship management] tool, which we use to nurture our customers and work them through the sales funnel.
Leighton is helping us develop an online persona, aimed at our target audience. They interviewed us and our customers to understand what content had the most value. We’ve repurposed a lot of data, charts, and information, which now appears in a softer, easier format for users to peruse. We’ve also improved the site’s consistency, and made it more relevant to mobile users.
An important feature they developed are short articles about the products we carry. We call these our white pages, and they've become an effective tool in both our sales process and enhanced our website content.
What is the team dynamic?
Emily [Account Manager, Leighton Interactive] is our project manager, and we have a full team at our disposal. We have a weekly meeting to go over the scope of what’s been processed and to understand our priorities for the upcoming week. Our internal authors also collaborate with their writers, sometimes by phone.
How did you come to work with Leighton Interactive?
They were they were a referral. Their president and ours met through a networking event. Leighton came in at the tail end of our research, and proved their knowledge and responsiveness through the interview process. They pointed out our marketing weaknesses, and challenged with us to strengthen our online position. They were experts in a field where we had no expertise.
How much have you invested with them?
Our annual cost is approximately $84,000.
What is the status of this engagement?
We launched the new website in April 2017, but we started working on content in December 2016. We’re still collaborating on our blog topics and other social media, as well as inbound marketing strategies.