Marketing Funnel

Jason Broadwater from RevenFlo Web Team discusses the use of a marketing funnel for garnering prospective customers as well as types of marketing funnels, such as a newsletter, seminar, or free consultation.

- Marc Lubiato, VP Bank of York

Rock Hill heating and air company Comfort Zone provides top notch service in sales, installation, and repair of all major heating and cooling brands while installing American Standard, York, and Geostar.  Their owners and partners have been in the heating and air conditioning business for a combined 40 years.  Comfort Zone of The Carolinas has been in business since 2005.
Comfort Zone’s expert team of heating and air conditioning technicians perform the work for their residential and commercial customers.  Services include routine maintenance, repairs and new system replacements. Their heating and cooling technicians are NATE-certified and undergo constant training and retraining in order to stay on top of their industry. Comfort Zone of The Carolinas is a local name that the people of Rock Hill SC can count on.

About the Situation

Comfort Zone of The Carolinas needed a clean professional and functional website that optimized their brand.  They wanted to increase their presence on the web, increasing and generating leads.  Another goal Comfort Zone wanted to accomplish was to develop a way to interact with the traffic coming to their site.

About the Solution

The finished product is a CMS (Content Management System) built in WordPress.  The WordPress platform offered the desired aesthetic as well as the ability for Comfort Zone staffers to make updates and changes to the site with relative ease.

We selected the elegant theme to meet the fresh web 2.0 look and intuitive navigation that Comfort Zone was seeking. The  web team designed a downloadable coupon as well as integrated an online pre-approval process for Comfort Zone customers’ convenience.

We also wrote optimized copy for the site pages, entered company information into relevant directory listings, such as Merchant Circle and Google pages to increase Comfort Zone presence on the web.  Taking advantage of growth opportunities for Comfort Zone, our web team added a  Rock Hill Geothermal section to the site.  Another great feature of the open source format is that it integrates well with SEO and optimization efforts.

The site went live and right into use for active Internet Marketing by the RevenFlo Web Team.

Shavlik Technologies, LLC is the market leader in the simplification of complex enterprise network configuration, compliance and security. Shavlik’s solutions support an organization’s need for Active Vulnerability Management – the automated and continual process for preventing, detecting, and removing critical security threats from corporate networks while maintaining policy-driven security configurations.

Founded in 1993, Shavlik Technologies is the de facto industry standard for patch management solutions. With more than 10,000 customers worldwide, Shavlik is trusted to provide the most up-to-date security patch data and the most comprehensive discovery capability to maintain a customer’s overall network security integrity.

Company CEO Mark Shavlik is a founder of the patch management industry as he teamed with Microsoft in 1999 to create the patch engine for Microsoft Base Security Analyzer (MBSA). This technology is still used by an installed base of millions of users across the globe. Shavlik also licenses its technology to more than 20 leading security companies such as IBM, BMC, Symantec and iPass. Shavlik’s products have won multiple awards from leading industry trade journals.

Nature of the Situation

Shavlik has a sales and client services process that is primarily delivered online. They have content that is for clients, prospects, and their general community. Knowledge is their key offering to their consumers, plus the technologies to effective manage software and servers with that knowledge.

Shavlik is introducing their community to new clients all the time. They are launching new content, new videos. They are launching new products. They are forever providing more value to their clients through client services delivery and product solutions, and to their prospects and community through free knowledge and info-products (videos, white papers, and such).

Before RevenFlo began working with Shavlik, the launching of any content piece or product or community, was simply communicated on their website by adding in a paragraph of text and a link, to the clean simple template that served for most pages of the site. They wanted more bang for the launch of something AND wanted a singular experience for that person who is interested in that thing.

Nature of the Solution

We recommended the use of Landing Pages. We have been creating landing pages for each product launch, for each video release, and for the marketing of their community.  This is highly effective in the sense that it is more of a tailored and customized message and overall experience for the visitor.  In order to better understand this solution, you should have an understanding of landing pages.

What is a Landing Page?

According to Wikipedia “In online marketing a landing page, sometimes known as a lead capture page, is the page that appears when a potential customer clicks on an advertisement. The page will usually display sales copy that is a logical extension of the advertisement or link.

In pay per click (PPC) campaigns the landing page becomes customized to enhance the effectiveness of different advertisements. By studying metrics or analytics of the linking URL, marketers can compare the click-through rates and Conversion Rate to determine the most profitable advertisement. Landing pages may also be used with other forms of advertising such a social media……”

The simplest definition of a landing page is just what it sounds like: it’s the page your website visitors arrive at after clicking on a link. It could be your home page, or any other page in your site.  It is best t think of landing pages in terms of what they can do.

Your landing pages should provide a customized message for the visitor. The most effective way to do this is to take where the person has come from, and who they are into account. If you execute a concise and targeted message, your chances of engaging the visitor goes up, and the conversion rate generally increases as well.

Well designed landing pages generally garner better conversion rates than simply corralling visitors into the home page of your site.  When you direct people into the homepage of your site, you have more control over the user experience. Give the same visitors exactly what they were looking for and you will have a captive audience.

You should create targeted landing pages anytime you can control where people will be coming from, and your goal is a specific transaction such as sales, registrations, sign-ups, etc. This is even more pertinent when you are paying for traffic, with banner ads, sponsor links, or pay-per-click.

Summary

This is an ongoing project with Shavlik.  RevenFlo provides design, maintenance and webmaster services for Shavlik on a weekly basis.  They are able to depend on us for fast and effective consultation and deliverables that yield results.  To learn more about landing pages or how we can help you contact us today.

The students will engage in conversations,  spaces and individuals who are interested in Rock Hill, Historic revitalization or in development opportunities or in industry-based location seeking.  The Hive students will do this by showing them pictures, articles, drawings, plans, ideas and more.  They will record and gauge reaction, feedback, and engagement from interested people all over the nation and beyond.

From this student work, RHEDC expects to see more connections, activities, and visitors.

About Catawba COG

Catawba Regional Council of Governments was originally formed as Central Piedmont Regional Planning Commission in 1970.  Early work included regional planning in the areas of health, historic preservation, and land use.  During the 1970s, the Planning Council became involved in establishing senior citizens programs in each county, created programs in highway safety and public safety, and worked in recreation planning and water and sewer planning.  The Planning Council also developed skills in helping local governments write and administer federal and state grant projects.

Catawba Regional COG became increasingly involved in planning initiatives covering the entire Charlotte urban area.  In May 1995, the agency moved to its new home at 215 Hampton Street in Rock Hill.  The Catawba Regional Center provides a permanent home for the agency and also represents an investment on behalf of the member governments.  In 1999, the name of the organization was changed to the Catawba Regional Council of Governments to better reflect its role and function.

For over thirty years, the COG has provided a broad vision and strong partnerships to make local government work for the people of Chester, Lancaster, Union, and York counties.  The COGparticipates in a host of activities that contribute to the quality of life for the region.  The work of the COG has been recognized with a number of awards at the state and national levels.

Nature of the Situation

The Catawba COG had issued an RFP seeking a solution to update their existing website.  They wanted a fresh looking site with a web 2.0 feel as well as functionality that allowed COG employees to update and maintain the site.  Another important aspect was to be able to convert substantial amounts of content from the old site to the new site.  The COG also wanted a site that had aesthetic appeal with the balance of text and visual graphics.  One element that was crucial was to develop a site that facilitated continued growth and presence in the community.  This meant the updated site needed to be SEO friendly as well.  RevenFlo needed to design and build a site that could accommodate the COG’s needs as well as promote their brand in a consistent and accurate manner.

Web Strategy and Planning

The RevenFlo Web Team had strategy meetings with the some of the COG staffers to make sure we had a strong grasp on their goals and objectives prior to the redesign and development initiative.  We also had to ensure that the site met ADA Requirements, which are federally mandated.  To ensure we met requirements and achieved their vision, we kept open lines of communication throughout the process.  The main strategy was to develop a clean web 2.0 site in open source so the COG could make updates and maintain the site with relative ease.

Web Design and Development

The finished product is a CMS (Content Management System) built in WordPress.  The WordPress platform offered the desired aesthetic as well as the ability for COG staffers to make updates and changes to the site with relative ease.  e selected the Sandbox theme to meet the fresh web 2.0 look and intuitive navigation that the COG was seeking  The web team designed a header was complimentary to the existing COG logo.  The redesigned site also features an area to disseminate commonly requested documents and an events calendar that showcases upcoming events.  We also inserted a marquee with rotating images that can be changed by COG staffers.  The site development also addressed the needs of the COG staff and Board of Directors with a staff login for access to internal documents and information.  Another great feature of the open source format is that it integrate well with SEO and optimization efforts.

Web Maintenance and Training

The RevenFlo Web Team provides maintenance service for the COG based on any request they have to make changes and upgrades to the site.  We also offer training  on an as needed basis to ensure they leverage all of the features their site offers.  GO HERE to visit the live COG site!

Summary

If anyone is interested in learning more about our practices and methodologies feel free to email us at info@revenflo.com or call 803.328.6033.

Imaging Associates (IA) is a leader in the refurbished ultrasound market, a cost effective alternative to new ultrasound systems.  They have been supplying health care providers with high quality, refurbished ultrasound machines from GE, HP, Acuson and many other manufacturers for the past 18 years.   They also offer high quality new ultrasound systems for cardiologists by ALOKA, the inventor of ultrasound, and from Mindray for the private practice urologist and OBGYN.

Imaging Associates has a  Service and Repair division as well.  It is staffed with experienced technicians with a vast knowledge of professional video equipment and ultrasound repair.  All equipment undergoes a rigorous inspection, repair and refurbishment process to ensure that it is in original condition and operating at factory specifications upon resale. The Service and Repair division offers technical support as well as on-site repair and preventive maintenance.

About the Situation

Imaging Associates had worked with the RevenFlo Web Team to design, develop and launch their Magento developed eCommerce site.  The next step was to develop a comprehensive web marketing campaign for the website.  Imaging Associates is primarily an online retailer and needed to make sure that their target audience was able to find their website and products with ease.  Imaging has an international footprint and wanted to tailor efforts towards specific markets and products.

Nature of the Solution

Our web team  proposed a three-pronged approach to the monthly marketing campaign we are managing and executing for Imaging Associates (IA).

1. Pay Per Click (PPC) Management and Execution – Our web team manages the monthly PPC campaign.  We monitor the results, manage the budget and make adjustments based on Imaging ‘s objectives and the measured results versus the goals and objectives of the campaign.
2. Link Building – This effort includes quality and quantity link building.  Quality link building involves content generation and forming relationships with publishers to get links from high quality sites with relevant content.  Quantity link building includes links that go out to blog sites, directories, social book marking and forum posting.
3. Content Development – The RevenFlo web team writes informative pieces of content relating to Imaging Associates’ industry and products.  Once the content has been developed, we distribute it to relevant outlets.  The content is intentionally developed to be non-biased, non-focused, informative content.

Results

Imaging has experienced increased traffic to their website as well as sales.  The PPC efforts are driving highly qualified traffic to the site for the high end products.  This in turn has resulted in sales in the items targeted through the PPC campaigns.

The link building efforts have increased search engine rankings, traffic to the site, and domain authority.  The web team approach to building a variety of links creates organic rankings which yields more desirable results. The content we have generated and disseminated is behind any link, listing, visitor, and transaction.  Content is king on the Internet.

Summary

We look forward to the continued growth and success of Imaging associates.  The Magento platform can meet their needs as they evolve.   The online marketing efforts are centered around singular products at this time.  Our long term objective is the overall branding and positioning of Imaging as a company.

Outdoor TV manufacturer, SkyVue’s mission is to “Offer the best outdoor TV for the best price.”  They take their mission statement very seriously from the design to the production and delivery of their product.  SkyVue TV was founded by Craig Sloan and is based out of South Carolina.  They design and manufacture the TV’s on site and sell directly to the consumer. The motto and model through and through is The Best Outdoor TV at the Best Price.

Nature of the Situation

SkyVue was referred to RevenFlo and came in without a web presence.  They had the product and the production facility and needed the website to support their business model.  The site needed to showcase all of their products and make it easy for prospects to find the weatherproof  TV that fits their needs.  SkyVue wants to retail exclusively on the web so the site needed to do well in search results and be easy to update and add content to.  It also needed to have the Web 2.0 look that savvy consumers have come to expect, particularly given the target demographic.

Nature of the Solution

RevenFlo proposed an open source, content management platform to accommodate SkyVue’s needs.  The site is built in Drupal web technology which is an excellent framework for an eCommerce Website.  Open source technologies allow for the site to be updated with ease and content can be added or removed with ease.  The site will also perform well in organic search which is crucial in the SkyVue model.  They are strictly an online retailer and needed a site that would reflect their brand and allow prospective buyers to find them.  In addition to showing up in search results, we needed to design a site that was intuitive and moved prospects through the buying process with ease.   We also assisted SkyVue in developing the copy and content for their site to make the user experience comprehensive and compelling.  The end result is an intuitive, well designed and optimized website.

Summary

RevenFlo is providing ongoing maintenance and online marketing support to SkyVue.  We will work with SkyVue as they grow their business and tailor the site towards their target audience and evolving needs.  We are proud of the site and look forward to SkyVue’s growth and success.