It offers a very wide range of services ranging from cleanings houses, apartments, and offices to specialized industrial cleaning.
Inbound Marketing services for companies: the path taken with La Magica
Inbound marketing is a set of marketing strategies that aim to attract the customer by providing value rich content, building relationships, and by boosting one's reputation. It opposes outbound marketing, which forces services and products towards the customer in an intrusive way.
This type of marketing allows the company to build long-term relationships with customers, building on loyalty. Naturally this is a timely process, but the result is that of a tight knit community.
Inbound marketing can be applied to any sector, with the implementation of the right strategy. We at Ekeria specialize in this.
Identifying the needs
The first step to take was to meet directly with the customer to understand their specific needs. The company wanted to attract more customers via a good online presence.
We have decided to communicate the company through different channels:
- first, the website, the focus was on presenting the company, specifically on how to easily contact the company
- social networks, in particular LinkedIn, as well as Facebook and Instagram
- the use of DEM for more formal communications
In addition to this, among the inbound marketing services that we have established for La Magica, it was decided to promote the company through campaigns created with Google Ads.
Website: the first step of Inbound Marketing services
To design a perfect website for them, we defined the graphic style, the colors, and the content to use. In order to do this we decided to use Strapi, which is a CSM platform that is responsible for publishing web content, and gives developers the freedom to use a variety of customization features.
Through Strapi, we have defined the different sections of the site, working in synergy with the customer to understand what to insert and what to give greater visibility to. A fresh, clean, linear style has been chosen. The predominant colors are light green, blue, and white, which are also the colors of the company logo.
Creation of a company blog
Creating a blog within your website is essential, for several reasons:
- keeps the site active, as it is constantly updated. This is essential for being indexed by search engines
- provides more information about the company, the services offered by the world of cleaning companies
- allows a better positioning of the site within the web search results, thanks to the choice and use of specific keywords within the articles
To do this, we have decided to create a PED, or "monthly editorial plan", in which to define the topics of the month and the corresponding publication date. It was decided to write four articles a month, with the corresponding re-sharing on the chosen social platforms.
The PED is sent to the customer every month, who reviews it, approves it, or suggests changes. After that, we at Ekeria write the articles and send them to the customer, who reviews them and decides whether to approve or modify them. In this way you work a month in advance, preparing all the contents with the utmost attention. The customer remains constantly updated throughout the process.
Creation and management of social pages
To build a solid and active web presence, we agreed with the client to also create company pages on three social networks:
We focused on LinkedIn, a platform dedicated mainly to businesses and companies. The creation of four posts per month focused on topics related to the world of cleaning has been established. Each post contains a final call to action which invites the user to get in touch with the company, always in a non-invasive way.
The articles published on the blog are re-shared on LinkedIn and Facebook, with a brief description of the article, its preview, and a final call to action.
In this way, in addition to giving the company more visibility with content that could be of interest to the company's target, a solid presence on social networks is also built. Nowadays it is essential to have active social pages, which consistently publish content aligned with the brand's identity.
DEM as part of inbound marketing services
To build customer loyalty, it was decided to also resort to DEM. These are emails sent to existing customers. These emails can contain various topics, including:
- the request to leave a review of the cleaning service carried out by the company
- updates on the company's holiday periods
- holiday greetings
- any service communications regarding the company
These emails have the same visual and writing style that the cleaning company also has on their website and social media. In this way the communication is coherent and recognizable on all the chosen channels.
The use of Google Ads for business promotion
Google Ads campaigns allow you to create ads that are then published on Google search pages. These ads are search related, so sponsored sites will present themselves to users who are already interested in the topic. These ads fill up to four positions within a search results page, and rank above the unpaid results.
We have also created Google Ads campaigns for La Magica, so that the website can be presented to users who are already interested in looking for a cleaning company in the Reggio Emilia area.
Renewal of the logo
The company decided to renew the logo that reflects its commitment to the environment. We have decided to renew the previous logo without distorting it. We presented various proposals to the company, finally agreeing on a logo that also had a green leaf inside, a very relevant symbol nowadays.
The results of the Inbound Marketing services chosen for La Magica
Traffic on the website, directed by social networks, blogs and Google Ads campaigns, has increased the company's customers. In addition to this, the presence on the web has improved the company's reputation, as well as making it more competitive in the market.
Do you want to know more about Inbound Marketing services for your company?
Contact us at Ekeria for a free consultation, find the perfect strategy for you and grow your brand online.
