iOFFICE is one of the fastest-growing workplace management solution providers in the United States. The company equips C-suite executives, strategic planners and facilities managers with real-time data and communications software.
To move beyond its competitors, iOFFICE needed its website to evolve—if your site looks out-of-date, chances are people will think your software is, too.
iOFFICE also saw the potential inbound marketing offered to attract visitors, convert leads and close customers. The organization wanted to develop customer relationships and target buyers with a multi-faceted approach.
“Kuno creative is truly a partner and not just another vendor you have to manage. Their team of professionals are intelligent and talented and offer suggestions and solutions. I know that iOFFICE wouldn’t be where we are today if it weren’t for the continued dedication of our entire Kuno team. Thanks Kuno!”
Kuno Creative’s marketing efforts had to do two things:
1) give the iOFFICE website a new, modern look and feel, and 2) create more qualified inbound traffic.
A team of brand journalists interviewed iOFFICE employees and customers to develop buyer personas. This information created the foundation for optimizing the iOFFICE website user experience through constant monitoring and assessment of the user journey and conversion paths.
The team also used this information to launch a content strategy that included persona-specific long-form blog posts, eBooks, webinars and guides for the iOFFICE website. These elements are constantly generating organic visits and converting visitors into leads.
Email campaigns helped further nurture qualified leads to turn over to the sales team. Moving leads down the sales funnel is essential, since half of those who watch the demo video convert into customers.
iOFFICE also gave Kuno the chance to optimize its HubSpot software by providing ongoing website updates and maintenance. This allows iOFFICE to capitalize on what is working in real time.
The website improvements and persona-driven content strategy led to a 90 percent decline in bounce rate and an 81 percent increase in pages per session, meaning the right people were visiting the website, making sales’ job of selling in a highly competitive environment much easier.
The relationship between Kuno Creative and iOFFICE faced its greatest test in August 2017. As Hurricane Harvey pounded Houston (where iOFFICE has its headquarters), the company knew it could count on Kuno for help.
iOFFICE had to get a message out fast: As floodwaters rose around the city, the company wanted to let its family members, friends, colleagues and business partners know they were safe.
The iOFFICE team drafted a message that appeared in front of the company’s home page that read, “Thank you for the prayers. We are safe and fully operational. We’ve enacted our disaster recovery plan and you can reach out to us through all traditional channels.” The message was up within a few hours of the request.
The bond between iOFFICE and Kuno Creative continues to grow. The team will amplify its SEO efforts to identify quick wins and longer-term keyword strategies to improve organic traffic. To further help move leads through the sales funnel, Kuno is creating persona-centric videos for the iOFFICE website.