Hoida is a Field Service Management Software that optimizes the management of company activities, from planning staff shifts to coordinating maintenance,reporting, document management and much more.
Case History
The software solutions developed by Hoida put the customer and their business at the center to simplify the work of managers, collaborators, and employees through the help of digital technology.
Needs
Hoida needed to increase the number of customers, expanding the catchment area to different types of businesses: hotels and resorts, home care, maintenance and service companies.
Solutions
To do this, we have opted for the creation of a site that presents the reality of Hoida. We made a restyling of the logo, creating a blog to keep the platform active and working on SEO to intercept the right customers. We also worked on the company's social networks.
Results
Hoida has increased its catchment area, diversifying the nature of the customers to whom it offers its services, thanks to the inbound marketing strategies implemented towards digital channels.
The benefits of inbound marketing strategies
What is Inbound Marketing? This is the set of strategies aimed at attracting customers that use valuable content. It is the opposite of outbound marketing, which on the contrary "pushes" marketing towards users, risking being intrusive and therefore having the opposite effect.
According to recent studies, it has been shown that inbound marketing strategies are much cheaper than outbound ones. Inbound marketing allows you to build a solid and trusted customer base, while outbound marketing neglects the building of a relationship.
Inbound strategies applied to Hoida
Hoida's objective was to increase the number of customers, initially targeting only cleaning companies, later expanding its catchment area to other companies, including:
hotels and villages
House assistance
maintenance
service company
To do this, it was necessary to clearly display the digital services offered by the platform, communicating them through different channels.
Building a website
The first point of inbound marketing strategies on the web is the construction of a website that reflects the essence of the brand. It is necessary for the site to clearly explain the functions of the company, its purpose, its history, always maintaining the communicative language chosen for the brand.
The first step was to identify, together with the customer, which were the main categories to be included on the website.
Then we went on to establish clear guidelines regarding the identity of the brand:
the tone of voice,
the colors to use,
the images to be inserted in the site and in the blog
and a whole series of elements with which the company identifies itself including the logo.
Website optimization through SEO
To ensure that people who are interested in the services offered by Hoidacloud easily find the site, we have worked on SEO. This is essentially a set of practices which aim to bring the pages of a website and the website itself to rank high in the search results.
To do this, we did keyword research for each page of the site. The keywords must reflect the content of the page and, at the same time, correspond as closely as possible to what users type on the internet to carry out a search.
Once we found the keywords, we wrote the copy for the site pages, and following up to make it functional for users but also aesthetically pleasing.
Throughout the process, we constantly updated the client, to understand if the outcome that was being obtained was good or not.
Blog for inbound marketing strategies
To better position the website in search engines, we decided to include a blog within the website. Through the blog we discuss the services of Hoidacloud, also combined with current events. Each article has a precise keyword, with which it is positioned in search engines. This work is to bring more user traffic to the website.
To better manage the blog, every month we establish a digital editorial plan.
Within the editorial plan we organize the topics of the four monthly articles that we propose to the client. The topics of the articles concern the functions of Hoida and current events. Once approved we move on to the writing phase, based on the use of keywords previously researched through a special platform specialized in SEO.
Creation and management of social pages
To give greater visibility to the company and to the articles written, we have created social pages on LinkedIn and Facebook. These two social networks are more suitable for B2B cases.
According to all good inbound marketing strategies, it is essential that an entity is present on the web both with a website and with social networks. In fact, through social media they can make themselves known.
Publishing interesting posts with a certain regularity means having a better chance of intercepting potential customers and gaining their trust.
For each publication of an article on the website, we prepare a post to republish it on the two social networks. Inside the post we insert a brief introduction to the article, the link, and a call to action in which we invite users to get in touch with the company. In this way, we keep Hoidacloud's social pages active and facilitate users' contact the company, as well as bringing more traffic to the blog and therefore also to the website.
Renewal of the logo and website
After a period of collaboration, the company asked us to renew the logo and website. This was necessary to represent the new brand identity. We have established together the guidelines to follow for this change. It was decided to adopt a simpler, more linear, and graphic style. Following these indications, we have modified the layout of the site and the visual aspect, increasing the number of graphics and decreasing the use of images. The latter were mainly used within the blog and to visually explain what the services provided by Hoidacloud consist of.
The logo has also been simplified, selected from various proposals made to the customer.
Want to know how inbound marketing could help your business grow? Contact us at Ekeria, the digital agency in Milan, and request a free consultation!
