Venus Business Communications

Inbound Marketing for London’s Leading Independent Fibre Network Provider

Venus is London’s leading independent fibre broadband network.  Established in 1996, Venus has pioneered the delivery of pure fibre internet to organisations based in central London. What makes Venus different from most other fibre network providers is that they can connect fibre internet directly to an organisation’s premises almost anywhere in central London, even in cases where national providers can’t.

The Problem 

We started working with Venus at the beginning of 2017 with the aim to improve their online presence and increase their number of sales generated through their website over the course of 12 months.

Before approaching us, Venus's marketing program relied heavily on outbound tactics in combination with their own direct sales team. Their outbound efforts, which included events, print marketing, PR and email marketing, helped Venus to build a large email contacts list, which generate a significant proportion of leads. However, as Venus continues to grow, they require a higher number of regular new leads to fuel sales activity.

Analysis 

To help Venus broaden their lead generation channels, we strategised and executed their new Inbound marketing strategy from scratch.

In the first stages, we performed a competitor analysis which helped Venus to establish their target market sectors. This stage helped us to form the core of Venus's new messaging, and to ensure that their own business offer differentiated them from their primary competition.

In the second stage of Venus's Inbound strategy we created their target personas. In Inbound marketing methodology, personas are fictional characters created to represent an organisation’s target markets. We held several workshops with Venus's marketing and sales teams to discuss their most common types of clients and the issues they frequently needed to be solved by Venus. From the extensive research gathered in these workshops, we created several target personas for Venus, each with their own character outline, and “pain points” that frequently need addressing, and established where they go to find trusted information on the web. Creating these personas meant that we could tailor marketing messaging, content and conversion approaches that perfectly matched the needs of Venus's most common types of customer.

With Venus's target personas in place, we could begin to create target messaging that would attract the attention of prospects and initiate opening conversations. Each piece of targeted messaging was created around the pain points each persona faced during the three different stages of their individual buyer’s journey: the “awareness stage”, “consideration stage” and “decision stage”. Now that we had created Venus's target personas and the messaging to answer their needs, we could move on to developing Venus's own “remarkables”.

Developing a business’s remarkables is a very important stage in an Inbound marketing strategy. A brand’s remarkables not only need to differentiate them from their competitors’ offerings, but they also need to generate a dialogue around the organisation’s unique service by answering their persona’s pain points. When done successfully, remarkables generate higher levels of brand awareness and more qualified business leads. Through another set of workshops and extensive research of the Venus brand we elicited the remarkable factors of Venus’s offerings. These remarkables were then used to form the basis of compelling headlines, which are now strategically placed on the Venus homepage to entice users to commit to a CTA and to guide them through their buyer’s journey.

The Solution 

Inbound marketing strategy 

To help Venus broaden their lead generation channels, we strategised and executed their new Inbound marketing strategy from scratch.

In the first stages, we performed a competitor analysis which helped Venus to establish their target market sectors. This stage helped us to form the core of Venus's new messaging, and to ensure that their own business offer differentiated them from their primary competition.

In the second stage of Venus's Inbound strategy we created their target personas. In Inbound marketing methodology, personas are fictional characters created to represent an organisation’s target markets. We held several workshops with Venus's marketing and sales teams to discuss their most common types of clients and the issues they frequently needed to be solved by Venus. From the extensive research gathered in these workshops, we created several target personas for Venus, each with their own character outline, and “pain points” that frequently need addressing, and established where they go to find trusted information on the web. Creating these personas meant that we could tailor marketing messaging, content and conversion approaches that perfectly matched the needs of Venus's most common types of customer.

With Venus's target personas in place, we could begin to create target messaging that would attract the attention of prospects and initiate opening conversations. Each piece of targeted messaging was created around the pain points each persona faced during the three different stages of their individual buyer’s journey: the “awareness stage”, “consideration stage” and “decision stage”. Now that we had created Venus's target personas and the messaging to answer their needs, we could move on to developing Venus's own “remarkables”.

Developing a business’s remarkables is a very important stage in an Inbound marketing strategy. A brand’s remarkables not only need to differentiate them from their competitors’ offerings, but they also need to generate a dialogue around the organisation’s unique service by answering their persona’s pain points. When done successfully, remarkables generate higher levels of brand awareness and more qualified business leads. Through another set of workshops and extensive research of the Venus brand we elicited the remarkable factors of Venus’s offerings. These remarkables were then used to form the basis of compelling headlines, which are now strategically placed on the Venus homepage to entice users to commit to a CTA and to guide them through their buyer’s journey.

SEO and content marketing strategy 

To increase Venus’s lead generation, a new SEO and content marketing strategy needed to be formulated. Our Google Analytics data of Venus’s web traffic from the previous year revealed that their web traffic remained at a consistent level throughout the year, with some spikes in traffic when Venus launched an email campaign. While this proved that Venus’s email campaigns had some effect in generating leads, the level of leads generated in the periods where an email shot had not been sent were not enough to meet Venus’s sales goals. In addition, keyword analysis of Venus’s website revealed that they were targeting highly competitive keywords and long tail keywords with low search rates. These factors together meant that Venus were not fulfilling their full potential in search rankings. To help Venus to perform better in search rankings we devised a new keyword strategy which included, in addition to more common industry keywords, intuitive long tail keywords which were based around the exact words and phrases that Venus’s personas use when using search engines to find the solution to their pains.

For Venus to perform well with their new keywords, they needed a content marketing strategy. Part of the strategy meant that Venus need a larger output of quality fully SEO optimised content on their site. Previously, Venus had a blog which was regularly updated with good content. The problem was that the content focused on their own sales and marketing activities, as well as general industry news, and was not particularly fine-tuned around high performing keywords or their persona’s pain points. To help boost Venus’s SEO performance we created an ongoing content strategy of blog articles, landing pages, offers and social media activity all based around keywords and persona pain points, to drive more organic traffic to the Venus website.

New website design 

We conducted a review of the previous Venus website with the goal of improving the site’s design and functionality in relation to the principles of inbound methodology. SEO research and best practice demonstrate that most web traffic lands on a website’s homepage, and therefore that this is the first and most crucial contact point with a target audience.

When designing the new Venus homepage, it was important to incorporate the Inbound buyer’s journey methodology to ensure that both design and messaging addressed the three stages of the persona’s buyer’s journey to educate and nurture website visitors onto the next stage. The key elements in addressing these points were the addition of CTAs, a postcode checker and content downloads focused on each persona in each stage of the marketing funnel.

Venus’s previous website had very few CTAs to convert their website visitors into leads, and the CTAs that were on the site were “bottom of the funnel” offers. This means that there was no top or middle of the funnel offers to engage and nurture prospects at early stages of their buyer’s journey. To enable Venus to engage with prospects at earlier stages of their buyer’s journey, and then nurture them into firm leads we created several CTAs that addressed each stage of the buyer’s journey, the most prominent of these being the Postcode checker tool.

The Postcode checker is the key offer on the Venus homepage. Our research when creating Venus’s personas brought us to the conclusion that the common pain point faced by all of the personas was that they needed to know if they could get fibre internet installed in their new or existing premises. The Postcode checker tool addresses this issue as it allows a prospect to simply submit their postcode and instantly find out if they can get connected to Venus’s fibre network. If a prospect can get connected they can then be guided to make a purchase quickly and easily.

In addition to the postcode checker CTA we also created CTAs with free content offers that were designed to addressed the technical needs of prospects in their consideration stage, including a highly technical eBook and a fibre product comparison sheet. The purpose of these offers is to provide prospects in their consideration stage with the technical information that both addresses their own consideration-stage questions as well as fortifying Venus’s reputation as a reputable brand.

Venus’s remarkables are also given prominent visual representation on the homepage. One of the most important of these being the map of Venus’s fibre network. The fact that Venus owns and operates its own independent fibre network is one of the core remarkables that underpins the venus brand. To promote this visually we included a diagram of a map which displays Venus’s points of presence throughout London. This conveys Venus’s value that they can connect businesses based just about anywhere in London, even when national carriers can’t.

A final addition to the website design is the mega menu that is incorporated into the website’s header. The benefits of the mega menu are multi-faceted, as not only does it streamline website navigation, allow more links to be displayed at any one time, and improve the site to meet modern design standards, but it also contains a CTA function that enables CTAs to be included within the menu itself.

Results 

Within the first month of their new Inbound strategy, Venus received an influx of new leads because of the new CTAs on the homepage. Most these came through the postcode checker tool, but the content offerings also generated several qualified leads.

In addition, Venus’s new SEO strategy has resulted in them being on page one for several highly competitive industry keyword phrases such as “fibre internet”, “business fibre” and “fibre london”, and their rankings for regional based search terms have been improved massively thanks to SEO optimised content.

To help Venus with their own content marketing efforts, we built their own custom inbound marketing module with fully customisable landing pages including a form field editor and user tracking data for submitted forms. Venus’s blog function has also been given several new functionalities to help them optimise their content for SEO, including categories, tags and social media sharing options. With these new features in their new responsive CMS, Venus now have complete control over the content they post on their website.

Moving forward

We continue to work with Venus on their Inbound strategy. In addition to their own content, we provide them with regular blog articles, social media content and support, SEO optimisation of content, email marketing content, and ongoing support to ensure that they achieve their lead generation goals.

Are you ready to become the next Artonezero Inbound success story? Find out more about our Inbound marketing services or request a free Inbound project consultation.


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Date

29 March 2017

Categories

data base