The main needs of the customer
FTR Advisor is a company specialized in the design and management of medical devices and various processes related to the safety and maintenance of such devices.
To start, we carried out several cognitive interviews, so as to understand the customer's needs. The latter needed a functional and practical website that fully represented the company's work, and which was easily manageable and updateable. Furthermore, the customer needed to expand their contacts, so as to find a greater number of partners in their reference sector.
HubSpot: the consultancy website solution
In HubSpot we found the solution best suited to the customer's needs. It is a user-friendly CRM that brings together various functions, all adaptable depending on the various cases. In addition to contact and customer management, HubSpot allows a company to create its own website, so as to have everything on a single platform.
We created the consultancy site for FTR by first sending graphic proposals to choose from, and then making various changes according to the customer's feedback.
However, creating your website is just one first step towards a solid web presence. In fact, it is important that constant maintenance is carried out on this site, in order to remain updated with all regulations and in a good position in search engines.
Maintenance and updates
To remain well positioned in search engines, the website must be updated. We therefore agreed with the customer on constant updating of the plugins, efficiency regarding security and a periodic backup to save a copy of the site in case of need.
In addition to this, we have also agreed on a review of their articles from an SEO perspective, so as to best optimize them for search engines.
These articles are published with an agreed frequency, in order to keep the site always active and of interest to users who browse it.
A final step from this point of view is also the re-sharing of articles on LinkedIn. This practice has two purposes:
- give more visibility to the article, and therefore increase traffic on the site
- keep the FTR LinkedIn page active with periodic posts
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Expansion of the customer's contact network
In addition to the consultancy site created directly on the HubSpot platform, of which Ekeria is a gold partner, we have also agreed on a periodic contact search to increase the number of potential FTR customers.
Email marketing is still a great way to contact potential customers and build a dialogue with them. Naturally, it must only be sent to potentially interested contacts, without sending marketing emails to an indefinite audience, hoping to reach someone interested.
For this reason, we agreed with the client to search for a certain number of contacts potentially interested in their services. These contacts are placed within the CRM, so you can manage your marketing email from there.
In fact, HubSpot provides all the tools for creating and sending emails, as well as for creating and managing contact lists as needed.
The results achieved with the consultancy site
FTR has a consultancy site that represents its reality, well positioned online, with constant technical and content updates. Furthermore, it has a constantly growing network of contacts, which it can send back to the site through the marketing emails it sends.
All through HubSpot, a platform for which Ekeria provides assistance in the implementation and learning phase, as a gold partner, but which is still extremely user-friendly and easy to learn.
