Why This Project?
The marketing team was tasked with supporting the heavy duty product line, an important product as more utilities require a lever bypass for commercial applications. The sales team needed collateral to help support conversation and we built out further content to create multiple touch points for multiple customers to discover the information organically.
The Supporting Content
To support heavy duty sockets, I wrote a landing page on the Milbank website, a blog post in the newsroom, and a printed trifold (also available online as a PDF). Email blasts, ads for distributors and posts on social media helped spread initial awareness about the available resources.
To build content copy, I met with product experts to talk about what the heavy duty product line does and the benefits. Our audience always likes looking at specific products and information on spec sheets, so I wanted to include actual products they could look into. Using Phocas, our platform for sales reporting, I looked up the heavy duty meter sockets with the most sales in the prior 12 months. I then looked up each of these meter sockets to provide basic technical information about each one in our materials.
In developing the print piece, the experts kept emphasizing that educating people on what the lever bypass is and why it is so beneficial, so we centered on writing out the benefits rather than focusing only on a list of specs.
The print piece became a trifold to give us more space than a simple folded brochure but without so much space that we would need to provide a great deal of detail. Again, our product experts thought the overview and basics were the most important takeaways and actual conversations could hone in on further detail.
The landing page serves to give the information in another format and is internally linked through several other pages on the site. In 2021, the heavy duty landing page is the 16th most visited page overall on the website and it has generated 717 downloads of the trifold PDF. Overall, the trifold has been downloaded more than 1,000 times in 2021. (See the full trifold PDF.)
The Results We Saw
The landing page serves to give the information in another format and is internally linked through several other pages on the site. In 2020, the heavy duty landing page is the 16th most visited page overall on the website and it has generated 717 downloads of the trifold PDF. As of June 2021, the trifold had been downloaded more than 1,000 times.
Organic traffic to the heavy duty landing page increased 6.5% in the first four months of 2021 compared to the last four months of 2020.
After looking at other landing pages on the website, I determined that nearly a third of visitors were clicking on links to specific products. So I applied the same change to the heavy duty page, adding links to specific products and to specific search results to guide users to the products that are right for their specific county or utility requirements.
See below for how popular products are listed on the page and an overview of some of information those product pages provide:
Gabs Roman 