Why would a person need spray foam? Is it environmentally safe? Is it safe to human health? How long does it last? Is a customer searching for it for home insulation or is it a business? What business applications is it most required for? A winery? A warehouse? A social media management company? Who the hell insulates their sheds? Which is better of you can only afford one – wall insulation or underfloor insulation?
One of the things that we strive to do, and is often a far more painstaking process for clients to grapple with as they know their own businesses backwards, is to as far as possible comprehend what a client’s customers needs truly are. To do this we have to try and understand what it is our clients’ do, why they do it and what the end outcomes are for customers of their business. So when approached by Ecofoam about starting a campaign with them we got to work on finding out as much about their customers as possible – within privacy limits of course!
Not only did we learn we’d be targeting a campaign that focused on residential, commercial and industrial clients, which is a broad range that needs to be approached in many ways, we conducted lengthy interviews with staff from Ecofoam in order to learn about the science behind spray foam and about its practical applications in the real world so we could talk about it confidently and run the marketing from an angle which we genuinely understood.
Insulation is a competitive market in Australia, every company worth their salt is truly having a go at dominating the market, whether online or otherwise. When coming up against this kind of competition it’s important to go on the offensive and to keep it sustained long term otherwise there will be no increase and possibly even a drop in rankings, just due to sheer competition.
This program has been one of our hottest. Simply because we had to allocate some of our best staff to internet battles to raise rankings. We threw some great minds at it and came up with a multi-pronged program which required staff members to write hundreds of hours of fresh content for a service wide information update and release.
This was definitely a case of bringing out the big guns!
The Short Story:
- We took a strong approach to learning about Ecofoam’s business in order to fully understand our clients’ needs.
- We spent time developing a stronger frame than usual to support our efforts in growing their business presence online.
- Staff created hundreds of hours worth of new content in order to develop fresh ideas for the campaign.
- This massive influx of fresh content gave Ecofoam an edge in the market against much larger players to maintain and improve upon rankings.
Other keyword terms:
Most Searched Terms: Spray foam insulation, home insulation, wall insulation, shed insulation, foam insulation, underfloor insulation, insulation sydney, insulation australia, insulation melbourne.