The Company
SpaoBad sells high quality products that survive the harsh Nordic winters. They have decades of experience in helping consumers make positive and informed decisions when purchasing their dream pool or home spa.
SpaoBad's vision
Gert Lundbergs desire was to re-establish the SpaoBad brand as a market leader in the pool and home spa industry. Gert also wanted to optimise the efficiency of his lead generation process and customer service management with modern day technology and up to date marketing.
Previous marketing attempts
“We were trying to regain our position as a market leader, and had tried to do articles, blogs and videos in the past and found it was difficult without a structure or someone taking full responsibility for the process. So we decided to bring in experts in content marketing that could help us understand not just what we needed to do but why and how those metrics actually mattered to us”
– Gert Lundberg CEO
Indigital was enlisted to help the SpaoBad executive team identify the pitfalls and limitations of their current strategy. Their current strategy was built on attempts to recreate the marketing efforts of their competitors, through assets created in house, that were misaligned with their short and long term business needs.
Indigital empowered them with the tools and guidance needed to devise a carefully constructed SEO and content marketing plan, that is entirely geared towards achieving and surpassing their goals.
The Challenges
Lack of assets & losing market share
SpaoBad were aware that their organic positions were dropping. By googling what they thought they should be ranked for, they could see that they were losing their position as a market leader for branded and unbranded searches. The current optimisations and assets didn’t address the awareness level or intent. This was reducing the amount of prospects that would lead to a phone call or store visit.
- We needed to identify the full scope of rankings that had dropped across the board, from both google updates and new competitors entering the marketplace.
- Due to the seasonal nature of the pool and home spas the demand for specific products rotated seasonally which created an unbearable amount of service calls related to low margin products and even from customers outside of Spaobad that was a result from poor keyword mapping.
- The information on SpaoBad website was hard to find and even harder to understand which caused a strain on customer service. This problem could be solved through better functionality and creative content I.e blogs, articles, videos and chatbots which empower customers to self solve problems, freeing up customer service time and resource.
- Part of the lead generation process was educating potential customers on the value of investing in higher quality pools (SpaoBad) over the poorer quality options available. This information was best provided within buyers guides and comparison articles which would result in new key word positions and opportunities to convert customers, that were interested in the poorer quality purchase, to buy from SpaoBad.
Buyer Personas
Using our buyer personas we learned that investing in a pool or home spa would not be an overnight decision for the majority of buyers and would involve extensive research and comparison inline with a common funnel, which had not been implemented.
Identifying obstacles
A top searched keyword was “pool heating” – but after interviewing SpaoBads sales team we found that most inquiries landed with customer service for pumps from other providers. To safeguard against misdirected enquiries, we optimised the website content by moving away from generalised pool heating to specific branded search. This reduced the amount of unqualified leads coming through the pipeline and diverted the value to current customers searching for advice on branded products.
Solution
We provided a full project plan with assisted project management to ensure the deliverables were delivered on time in collaboration with SpaoBads in house team.
We created a full content plan by interviewing internal sales and service team members to identify any disconnects in communication and problems missed by the the executive team and the customers. A content calendar was created outlining all the scheduled content including each stage of the process for clear and transparent resource management providing peace of mind that things were getting done on time.
We implemented strong SEO Ops to take positions quickly and recoup any relevant market share. We did this while addressing resourcing issues which transpired to be down to poor keyword research and optimisation.
Using the information from the analysis, we then audited the live content to ensure that current assets and pages were fully optimised to actually meet the intent of the prospect or current customer. This was in combination with the content type that resonated with their awareness level. We worked closely with the client to identify goal related keywords that focused on driving qualified traffic to high margin products, over high volume buyer intent keywords.
We identified that the website had a lot of thin content and was in dire need of optimisation and repurposing, based on intent. They would also need new articles and blogs, as some of their most profitable products were barely mentioned (there were product pages but those were poorly optimised).
New content and assets were created such as images, videos and landing pages with tracking integration, to confirm our assumptions in regard to the intent and awareness.
We created lots of high quality articles that takes the prospect through the full funnel including;
- How a pool can increase the value of your house
- Buyers guides – “What to consider before buying a pool”
- How to articles – “Which pool roof to go for”
- Product based comparisons and roundups
Due to the lack of professional writing resource within Spaobad we used our detailed content specifications to create high quality content with multiple personas. Pages were then optimised with UX in mind as well as the machine learning algorithms.
We created a focused action plan to surpass Spaobads goals. This started with analysing data that had been collected over the past few years, with an in depth research audit to examine their keyword positioning, relevancy and content. We then matched this with their current goals. This included;
- Buyer Personas
- Competitor Research
- Market Analysis
- Buyer Journey
- SERP Intent Analysis
The Results
new business opportunities
Spaobads sales staff were able to generate more revenue by spending more time dealing with new business opportunities and qualified leads and less time dealing with support inquiries.
increased market share & Revenue
Market share was increased, generating more revenue from new revenue streams by capturing the interest of potential uneducated customers through cross selling opportunity.
Enhanced advertising opportunities
Clear and well written persona based content enhancing advertising opportunities, generating lower advertising costs and better returns by promoting the new assets that actually resonated with the potential customer and their current awareness.
Less support queries
Significant reduction in low quality support queries, allowing the customer service team to give a better over all experience (resulting in more reviews and higher customer satisfaction).
Improved website performance & conversion
Website pages performing better and generating more actions with a number of updates addressing specific issues instead of a full rewrite. This saved resource, so we could deliver more optimisations.
successful sales funnel
By creating a sales funnel and path and introducing a chat bot, we eliminated a high volume of FAQs and increased revenue per hour / per sales advisor. These changes enabled the sales team to focus on closing potential customers by providing instant answers across images, videos and articles successfully redirecting people that were higher in the funnel and not yet at the buying stage.
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