24 new customers and 2,078 leads from inbound marketing in 14 months
– We're thrilled that the momentum from inbound marketing is picking up
Videxio was started by three Norwegians who shared one dream: Making
After implementing inbound marketing in April 2017, Videxio now has 24 new customers, 2,078 leads and 298 sales-ready leads – directly from inbound marketing efforts.
“We're thrilled that the momentum from inbound marketing is picking up. We started more or less from scratch with digital marketing and inbound marketing and to see those results in the first year is very pleasing, especially when we know that inbound marketing is about playing the long game.”— Tom Banks Digital Marketing Manager, Videxio
The sales cycle for some of their larger deals can be several months, so Videxio thinks it's great to see that some of the deals are starting to come in now already. They hope that they will see the start of a snowball effect as they gather pace with their efforts.
– We didn’t just want to attract customers; we wanted to attract the right customers
Why was inbound marketing the choice when Videxio were to investing in new marketing activities? Banks explains that Videxio mainly wanted to achieve two things that inbound could help them with:
- Achieve better customer relationships – even after the sales contract has been signed.
- Attract customers that fit well with Videxio’s solutions.
“We felt inbound marketing was a new approach that is very customer-centric. It is no longer enough to generate a list of leads and try to sell them a product or service, and that's pretty much where the sales and customer lifecycle end.”
He further says that the company wanted to help its potential customers understand how they could solve their problems using Videxio's services.
“We didn't just want to attract customers; we wanted to attract the right ones who are a good fit for our solutions. And we didn't want the relationship to end after the sale is completed.”— Tom Banks Digital Marketing Manager, Videxio
Content production in focus
One of the inbound elements Videxio has had most focus on is content marketing. Since the business began working with this methodology, they have published 119 articles, which have yielded 10,533 clicks to the blog alone.
By publishing an average of two blog posts each week, Videxio has built up the organic traffic, which has been of great help for the lead generation. From April 2017 to July 2018, traffic from organic sources has increased from 18% to 25-30%.
In fact, 56% of their customers from inbound marketing have come from organic search and are, in that sense, "free leads". In just 10 months, organic traffic increased by 31%.
“The growth in organic traffic has been the most pleasing aspect of our inbound efforts. Obviously, organic traffic is the hardest traffic to grow, but it's also the most valuable. We see that our organic traffic is the source that converts highest into leads and eventually customers, which tells us all the work we have done creating content and building our website is paying off.”
With inbound marketing, Videxio has achieved far better marketing results than before, without having to exceed the budget.
Social media for branding and leads generation
What about the leads that do not come from organic search, where are they from? To find out where Videxio's potential customers are, a lot of tests have been conducted on various social media channels.
The result of the tests has shown that Facebook does not provide very many leads, but works well for branding. LinkedIn has more costly traffic, but this traffic is highly qualified and provides many leads that are relevant
“Social media is such a great platform, but it can take a lot of effort and experimenting to get it right. Many brands struggle with this and especially finding a voice that truly addresses their audience.
Having an external point of view that could both help us find our voice and actually carry out testing and analysing the results
“We see that our organic traffic is the source that converts highest into leads and eventually customers, which tells us all the work we have done creating content and building our website is paying off.”— Tom Banks Digital Marketing Manager, Videxio
Why Avidly Norway?
The inbound methodology has shown to be successful for Videxio, however, is Videxio equally pleased with the choice of inbound agency?
“The relationship has been very productive. While we have always had one consultant in charge of our account, we have always been able to draw on the knowledge of the whole agency and the other specialists they have contact with when we have particular challenges to solve.
They have always been super responsive to questions and ideas. But more importantly than just been reactive to us, they have often been proactive, offering suggestions for new ideas or when we should change or update our strategy.”
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