By Amber Kemmis

Identifying a Greater Need for Inbound Marketing

Having one of the most innovative sustainable lighting solutions on the market, Ciralight Global sought to build an inbound marketing strategy in late 2014. They initially approached SmartBug Media to build an inbound marketing website, but it became apparent in the discovery phase that Ciralight had a big gap to fill in their inbound marketing funnel, starting with attracting visitors to their website.

At this point, SmartBug Media knew what needed to be done. First a plan to attract qualified visitors was put into play starting with Awareness stage content marketing offers, SEM, blogging, social media and email marketing. Because the Awareness stage offer would be launching alongside Ciralight’s new website, a major consideration in planning the campaign was to ensure that the concepts, design and theme aligned with the newly designed website.

A Lead Generating Machine

With this and the Ciralight buyer’s journey in mind, SmartBug Media and Ciralight created A Comprehensive Guide to Sustainable Lighting to target and attract prospects and leads that worked in the niche vertical of industrial and commercial sustainable building and construction. The guide was launched on January 19, 2015 and within two weeks generated over 60 leads.

To date, the guide’s landing page has had an average landing page submission rate of 37.95% across all traffic sources and:

  • Over 600 views
  • 250 submissions
  • 202 new contacts
  • 2 customers

As with any great inbound marketing campaign, Ciralight is already driving revenue from the implementation.

But, it's More Than Lead Gen

Outside of being a great lead generating offer, A Comprehensive Guide to Sustainable Lighting is a complete campaign that’s helped Ciralight to achieve their company goals. It has helped to strengthen their brand presence and is paving the way to becoming an industry thought leader. It is also driving revenue, provides defendable ROI of their inbound marketing investment, and has significantly helped to grow the reach and voice of the company.

Here is why the campaign has worked well from start to finish:

  • The new design gives their brand a natural, green feel that aligns to the company’s values in sustainable living.
  • The success of this guide on social media has further increased Ciralight’s brand awareness.
  • The guide has grown the brand's thought leadership by offering extensive industry knowledge and experience, offering in-depth comparisons of the different types of sustainable lighting available from a traditional skylight to solar-tracking daylighting systems.
  • It targets the right audience and builds trust with prospects and leads, which ultimately turn into customers.

By targeting the right personas and aligning every aspect of the campaign to their needs, it is no surprise that success was found.

More Campaign Success

Attracting the Right Visitors

To promote the offer to a new audience, SmartBug Media and Ciralight teamed up to build a blogging and social media campaign that has ultimately helped to generate over 3,000 visits. Together, SmartBug Media and Ciralight published over 45 blog posts, averaging 2 blog posts per week, to support the campaign. Collectively, with the blog post and eBook promotions on social media, a total of over 700 social messages across Facebook, LinkedIn, Twitter and Google+. With over 700 link clicks, LinkedIn is the most successful promotional channel to date. While blog posts and social media were successful at driving traffic for the campaign, they were also valuable in converting leads with a CTA conversion rate of 9%.

Closing Customers in a Short Timeframe

While it was extremely important for the Sustainable Lighting campaign to help attract visitors and leads to the website, any inbound marketing campaign would be unsuccessful if it didn’t provide a return on investment.

With an average sales cycle of at least 6 months, Ciralight Global is just beginning to see a return on investment but has already converted 2 customers from this campaign alone. In addition, a lead nurturing campaign supporting the Sustainable Lighting campaign has an average email click-through rate of 10.53 percent and has helped to generate 6 sales opportunities that are still in the funnel.  As additional deals close within a few months, Ciralight will be able to calculate inbound marketing ROI through a HubSpot and CRM integration driven by SmartBug Media.

The Future for Ciralight

Because Ciralight is using a comprehensive inbound marketing package from SmartBug Media we know the future is bright for their upcoming campaigns and results. We expect to see an increase in customers and marketing ROI along with fresh, impactful content delivered to prospects, leads, and customers routinely.

For more information on how to see the results for your company, request a consultation here.


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Amber Kemmis

About the author

Amber Kemmis is the VP of Client Services at SmartBug Media. Having a psychology background in the marketing world has its perks, especially with inbound marketing. My past studies in human behavior and psychology have led me to strongly believe that traditional ad marketing only turns prospects away, and advertising spend never puts the right message in front of the right person at the right time. Thus, resulting in wasted marketing efforts and investment. I'm determined to help each and every one of our clients attract and retain new customers in a delightful and helpful way that leads to sustainable revenue growth. Read more articles by Amber Kemmis.

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