Who is the Gordon Flesch Company?
The Gordon Flesch Company (GFC) is the Midwest’s leading provider of office equipment, Managed IT services, Managed Print services, and a wide range of office technology services. The company has customers throughout the region and has been family owned since its inception more than 60 years ago. Notably, GFC is America’s #1 Canon® dealer.
What Challenges Did GFC Face?
GFC came to us as a company widely respected by its current customers, and well known in the Madison, WI, market where they’ve been established for years – but struggling quite a bit to be found in markets they’d recently entered. Even in those established markets, though, the company's visibility in organic search was not nearly as good as it could have been. While GFC’s core business is office printers and printer leasing, the company wasn’t showing up in the first 5 pages of results for these types of searches.
GFC was also operating with a very outdated website that:
- Didn’t accurately reflect their progressive, forward-leaning brand or the team’s impressive expertise, nor did it articulate what the company does better than competitors. The website made this fast-paced company look more like a "me-too" organization than the leader they are, and to some extent made them look behind the times.
- Didn’t communicate strongly enough about the ways the company could solve prospects’ challenges. Content on the site focused more on features than on benefits to customers, and didn't open viewers' eyes to the urgency around creating efficiencies and improving productivity, two ways GFC's solutions and people transform organizations of all sizes
- Didn’t allow GFC to make updates on their own. This was particularly frustrating for the Marketing team at GFC, because with so many updates required in pages like those listing equipment specs, it was costly and time-consuming to get changes executed by a third party.
- Wasn’t equipped to launch a blog page. GFC knew that, for businesses to understand that there were practical solutions to their various workplace challenges, the information had to be readily available; without a blog, though, that level and type of communication was nearly impossible (and not nearly as effective as blog storytelling would be).
Finally, the company hadn’t effectively communicated the broad range of capabilities or their significant potential value to prospects and customers – many thought GFC was a company whose sole business was to lease office printers. In reality GFC directly improves business results in several innovative and effective ways, like Managed IT, Business Process Optimization, and Enterprise Content Management services.
- GFC first needed a new website. We designed and launched a new site in four months that featured employees in most all photography, both to make the company “real” and to further engage employees in the new inbound program. The previous site had few pictures and as a result did not encourage people to peruse it to learn more.
- Next, that website needed a blog to attract prospects with top-of-the-funnel content and aid in SEO. At launch we loaded the blog with 10 posts aligned with various buyer persona pain points and specific solution types appropriate for their business types.
- Next came gated content. It was critical that, for prospects to find GFC, we had to create valuable content aligned with buyer personas throughout their buyer journeys. The program features monthly Awareness-level content, with both Consideration- and Decision-level secondary offers on Thank You pages. The new site launched with an initial content set focused on topics of greatest importance to GFC’s prospects:
How Did We Drive Traffic?
- Prior to our engagement, GFC hadn’t been emailing its list of 12,000+ customer/engaged prospect contacts, but with the launch of the content-rich website and a new blog page we were able to start connecting with these contacts and get them to subscribe and convert on content offers.
- We created a social media “destination” GFC was proud to direct people to, and that motivated the GFC team to put effort into engagement, especially on LinkedIn. With some update/posting help from us, this component quickly helped grow traffic.
- Rigorous site optimization based on keyword research (both primary and secondary) and a thoughtful content strategy further contributed to a surge in traffic, leads and conversions.
- Relevant calls-to-action for helpful resources and case studies, all aligned with different personas/journey points, have been incorporated throughout the site. We also introduced valuable bottom-of-the-funnel assessments and consultations, and more visible Contact Us CTAs to get visitors to the Contact Us page.
- The blog page has been key to traffic growth, too, with topics relevant to GFC’s personas and appealing CTAs integrated into each to help convert visitors.
Engaging Sales: The SLA
Working with Connie Dettman, GFC’s Director of Marketing, and the company’s Director of Sales, Weidert Group created a Service Level Agreement (SLA) that defined and formalized how leads would be qualified, managed, assigned, followed up on (including scripts for the sales team), then tracked to the closed stage, allowing us to follow how inbound efforts back to new customers.
Here are a few highlights of the success of GFC’s inbound program:
October 2016: Launched a new website (a process that took just 4 months) and, at the same time, implemented the company’s inbound program.
February 2017: GFC converted its 100th Sales Qualified Lead (SQL)
March/April 2017: Marketing & Sales rolled out a Service Level Agreement (SLA) to 6 sales branches
April 2017: GFC closed $500,000+ in new business attributed to the new website and inbound program, and:
- 407 total MQLs
- 239 total SQLs
- $394,000+ in sales opportunities
- 15 new customers
August 2017: Ten months into their inbound program, GFC has now closed $930,000+ in new business attributed to the new website and inbound program
Will we rest on our laurels? Definitely not! Weidert Group and Gordon Flesch Company are continually monitoring and enhancing the inbound marketing program, and our docket has these next-steps in place:
- We'll leverage smart content on the website to make it more contextual for repeat visitors
- We are creating and adding additional middle-of-the-funnel content offers based on topics of importance to decision makers
- We'll also be adding more interactive content offers, and interactive functionality to the website
- We'll take greater advantage of nurturing workflows that align with the prospects' buyer journeys
- We're preparing the site (and our workflows) to take a content pillar approach with GFC's content and offers
So rather than rest on our laurels, we're building on our success, with the goal of surpassing last year's numbers and the quality of leads!