Driving 10% more sales with a custom website

CASE STUDY

1 website. 10% more sales. 25+ hours saved.

See how Elite Dance Academy’s custom website makes life easier for their team while generating more sales.

Dancer in a sparkly outfit performing onstage with spotlights

MEET THE CLIENT

Helping young dancers shine onstage

Elite Dance Academy has over 25 years of experience helping kids learn and grow through memorable dance opportunities.

The studio is an SMB with 25 employees and 500 students. They stand apart from other dance studios by combining business and technology knowledge with creativity.

PRIMARY CHALLENGE

Eliminate stressful paper-based processes

Ad revenue is essential for dance studios, especially during recital season. But Elite Dance was frustrated after spending hours manually compiling ad info for their program books.

Inefficient Processes

Organizing all ad info in Adobe InDesign took 25-30 hours of tedious work every other month.

Manual Efforts

Between formatting ads and collecting payments, all management efforts were incredibly labor-intensive.

High Stress

With so much inefficiency, the team was understandably frustrated and sought a better solution.

SOLUTION DESIGN

Taking the next leap forward

Creativity meets functionality! Elite Dance envisioned a tool that simplified the process for their team while making it easy for users to create ads.

Customized Recommendations

+

Based on past client experience, our Marketing Strategist recommended a website plugin that made it easy for users to create stunning designs.
Lifecycle Optimization

+

We advised starting with a basic, cost-effective website so Elite Dance could easily test and change functionality. From there, they could scale the platform and add new features.
Audience Targeting

+

Knowing your audience matters. Elite Dance’s target audience is busy parents and relatives looking to support their young dancers. As a result, we designed a solution that was easy to use on any device.

SOLUTION SPOTLIGHT: AD MAKER

Positive UX takes center stage

Easy, creative, and fun! Elite Dance’s custom website, Ad Maker, lets users seamlessly create ads online in just a few clicks.

Customized Plugin

Tailored to the client’s needs, the ad builder plugin is 100% operable and optimized for non-technical users.

Branded Content

All core website messaging perfectly matches Elite Dance’s positive, friendly brand voice.

Easy Navigation

Intuitive user journeys make it simple to understand the platform and start creating ads.

Ad Templates

Sample ad templates add inspiration and shorten the creation process.

Mobile-Friendly

Perfect for busy parents on the go, Ad Maker can easily be used on any device, anywhere.

Efficient Organization

Through drag and drop & autosize features, Elite Dance can easily manage ad submissions.

KEY RESULTS

Cue the applause: “This is Magnificent!”

A finished product is only as good as its impact. With our help, Elite Dance streamlined the ad creation and payment process, achieving measurable results. Definitely standing-ovation worthy!

$45,000

in ad revenue since Ad Maker’s launch

88.3% decrease

in hours spent handling ad processes

10%

more ads and sales for Elite Dance’s program book

CUSTOMER TESTIMONIAL

“The entire team is magical”

Instead of spending their time painstakingly organizing every ad, Elite Dance can now dedicate more time to running their studio and teaching rising stars.

Elite Dance case study testimonial, Michael Arnold

AD MAKER: THE SECOND ACT

Soaring to future success

Moving forward, Elite Dance sees significant value in Ad Maker and wants to continue developing the product. They’ve identified a huge need for time-savers like this and hope to bring it to other dance studios.

We continue to provide maintenance and security support for Ad Maker, and are excited to see it grow in the future!

Reducing webpage count by 75% for an improved client experience

CASE STUDY

Reducing webpage count by 75% for an improved client experience

Miles IT Company helps a school board association improve its website structure for easy updates, regulatory compliance, and a smooth user experience.

senior woman leading a meeting of several adults

MEET THE CLIENT

School board association

The client provides school board services, including training, legislative advocacy, and more, to help school board members create an impact in their communities. Their sister organization is an insurance product that offers coverage options.

Being in the education vertical, the client must abide by specific standards that also apply to their website. In addition, they must frequently update website content to meet changing regulations and keep members informed.

PRIMARY CHALLENGE

Create a clear website architecture and streamlined management strategy

Initially, the client reached out for help with website modernization and management; they later asked for assistance updating their sister website as well.

Modernization

The client’s previous website was outdated and difficult to edit, making it challenging to share events and news with members in a timely manner.

Reorganization

Over the years, the client’s website had grown very large and lacked a clear navigation structure, which created a poor user and webmaster experience.

Optimization

Duplicate content, orphan pages, and broken links caused technical issues that impacted overall site health and made it difficult to find the right information.

Management

Since various team members manage the website, they sought to create SOPs and alignment to ensure consistency & accuracy.

OUR PROCESS

Saving time with an agile website approach

Our Marketing Strategist and Project Manager led this multi-faceted project with intentionality and focus, leveraging their strategic planning skills and technical expertise.

Creating clarity and impactful planning

We began with a thorough review of the client’s sitemap to identify content that needed to remain on the website and content that we could remove.

Effective content consolidation and performance-focused development

Next, we worked with all stakeholders to consolidate content for each page and review site design and branding. Then, our team spent time developing and optimizing the website.

Iteration and training

Finally, we held team training and equipped the client’s staff with the knowledge and tools necessary to manage their website. We also created additional functionalities based on supplementary needs.

PHASE 1: CLARITY & PLANNING

Thorough website analysis & strategy development

This multi-stage project began with an analysis of the client’s current site to discover opportunities for improvement.

Website Analysis

Our Marketing Strategist & Marketing Technology Consultant recreated the client’s sitemap to identify areas of improvement, including content consolidations and technical issues.

Content Review

Leveraging our business and technological expertise, we thoroughly reviewed the sitemap with the client’s team to determine content areas to condense, combine, and remove.

Site Management Logic Development

To prevent future upkeep and maintenance issues, our team developed a structured website management approach for improved communication and accountability.

Defined Sitemap

Our final deliverable for this phase was a clearly defined sitemap, which included relabeled and reorganized navigation menu items to build more intuitive user journeys throughout the site.

PHASE 2: CONTENT CONSOLIDATION

Reorganizing content for sitewide impact

Since the client’s website is very active and used as a resource for their members, we worked to gain a transparent understanding of the most important pages and the best ways to classify them.

desktop, tablet, and mobile devices showing the OSBA and PACE websites

In-Depth Content Interviews

+

Our Content Creator and Marketing Strategist conducted thorough interviews with a predefined agenda and questions to keep everyone on the same page.
Stakeholder Involvement

+

Interviews were held with every department to ensure we incorporated all participant feedback into the final website content.
Information Architecture (IA)

+

For every page, our team focused on outlining a streamlined IA approach and layout that directed users to the correct information for their needs.
Purposeful Content Strategy

+

Since the client had a variety of pertinent information regarding their services, we provided recommendations to ensure all content achieved a higher goal.

PHASE 3: PERFORMANCE DEVELOPMENT

Automated features & smooth UX

The project’s second phase continued efficiently with design & development; our Graphic Designer and Website Developers worked closely to achieve precision and uniformity on every page.

Improved User Experience (UX)

We implemented headings, jump links, accordions, modals, and other elements to help users quickly scan the website pages and find what they need.
Enhanced Blogging System

Our Web Developer created a seamless blogging system that enabled the client to categorize and sort posts for appropriate organization and content management.
Dynamic Calendar

As an event-oriented organization, it was essential for the client to add and update events frequently. We created a dynamic, easy-to-update calendar that automatically adds events to the site homepage to reduce delays.
Enhanced Functionality

Our Website Developer researched and built a con job script that automatically deletes old posts based on pre-selected standards to keep the client’s website clean, up-to-date, and compliant with data retention standards.
Resolved Technical Issues

We solved website redirect errors, linked Google Tag Manager for better ad tracking and optimization, fixed SSL certificate issues, and improved other aspects of technical SEO.

PHASE 4: ITERATION & TRAINING

Feature enhancements & staff education

As the project wrapped up, Phase 4 centered on creating additional functionalities and sharing website knowledge with the client’s team.

Thorough QA Process

Because the client’s sites were so large, we performed four in-depth QAs to ensure the final products presented all content and functionalities as intended.

Staff Training

Our Web Developer conducted ten in-depth training sessions with 40 of the client’s staff members and customized the training based on how each group planned to use the site.

Additional Functionality

We added new components and functionalities per the client’s request to ensure their refreshed website achieved their goals.

RESULTS

Two impressively organized websites with optimized backend management

The client’s new websites perfectly reflect their goals so they can continue to provide accurate, timely resources to their audience. We delivered their site under budget and faster than the original timeline, tirelessly working for ten months to bring the project to the finish line.

Efficiency & Timeliness

By incorporating automation into their calendar and blog, the client can keep their website up-to-date and compliant with data retention standards without requiring staff to make manual updates.

75% Page Reduction

We reduced the client’s website from 7,000 to 1,700 pages, making it easier for users to find what they need. We also condensed the navigation menu by 51% to ensure an improved browsing experience.

Screenshot of search engine results showing OSBA pages

Search Engine Visibility

Reorganizing the website’s structure and resolving key technical issues allows Google to crawl the website more effectively, understand its meaning, and rank it appropriately in user search results.

Screenshots of OSBA's and PACE's homepages

Two Websites, One Brand

Refreshed and cohesive branding across both websites helps users know they’re in the right place and allows the client to present their organization professionally.

Team Accountability

With an SOP and training for managing their new site, the client retains a clean site architecture, helps their staff coexist as users, and improves overall management.

MOVING FORWARD

Continual development work and consultation

Now, the client continues to partner with the Miles IT team. Their staff can update website content independently, and our developers provide ongoing assistance through our Website Security & Maintenance Plan and Monthly Development Plan.

With the Security & Maintenance Plan, we keep all website plugins up-to-date, monitor overall website security, and more. The Monthly Development Plan involves consulting sessions with our Marketing Strategist and Website Developers, where we strategize opportunities for continual site optimization and feature add-ons.

If you need help modernizing and reorganizing your website, contact us for a consultation.

Optimize your website to improve management and UX

Marketing outreach for increasing sales

Case Study:

A well executed full service marketing plan

Miles IT works with a home improvement company and adapts to their business goals as well as the ever-changing state of marketing, increasing website traffic, leads, and sales.

Table with a plan, glasses, measuring tape and tools

THE CLIENT

A local home improvement company

The client sells and installs outdoor living products, including fences, decks, and other yard enhancements. They have multiple brick-and-mortar locations as well as an online shop.

THE CHALLENGE

A growing business that sets aggressive goals year after year

Over the past several years, we’ve worked with the home improvement company to provide marketing and website solutions, including the implementation of their ecommerce website. The marketing tactics that work for any business depend on a variety of factors, including the desired goals, trends in how users behave online, and nuances in the client’s industry. There’s no such thing as a “one size fits all” marketing solution, and the home improvement company’s goals have evolved alongside the growth of their business. They also work in an industry that is very seasonal. To meet the goals they set year after year, the company has required marketing solutions tailored to different needs at different times.

THE SOLUTION

A tailored marketing strategy that adapts to the client’s needs.

A brief history of our marketing partnership

At the onset of the relationship, the goal was increased leads. At the time, the client was struggling as a result of the economic downturn and hoped to use online advertising to generate leads. The focus was on pay-per-click (PPC) advertising, using geo-specific targeting to penetrate his local market. PPC advertising, in combination with SEO marketing efforts, led to successfully hitting lead goals and increasing website traffic.

In the second year of the relationship, with leads on the rise, the client trusted us to continue working with them to achieve their marketing goals over the next few years. We developed a new website with a focus on using the most current search engine optimization tactics.

The client’s monthly marketing plan included a variety of components: press releases, email marketing, SEO updates, social media publishing, and online reputation management. We also built experimentation efforts into the client’s plan as a proactive way to push the envelope and find new platforms and tactics that got results.

Leveraging content to support continued growth

Our most recent efforts for the client have been focused on their current goal of continued growth. They wanted to be known as the best company in the business and dominate their market.

We implemented a strategy that involved a heavy focus on the content marketing approach. Content marketing aims to generate traffic and leads organically rather than through paid advertisements. The goal is to create useful content that addresses the pain points of potential customers. That content is optimized so the right people find it when using a search engine to look for solutions. Content marketing can establish your expertise in your industry, making it a good choice for this client’s aggressive goals. We also used content to engage the audience year-round. Though the client’s business is known to be seasonal, they can provide installation as long as the ground isn’t frozen, so our efforts helped to extend their busy season.

Blogging

We launched a redesigned blog and started writing and publishing articles. The topics of the posts are based on our research of what appeals to the target audience as well as keyword research. We use Google Analytics to examine the performance of the blog, and we modify our content strategy accordingly, creating more content that focuses on successful blog topics.

Website redesign with eCommerce

Website design trends, the way people use websites, and the way Google displays websites in search results are variables that change often. Based on findings from user experience testing data and today’s best practices for SEO, the most recent redesign of the website incorporates new features and designs to maximize engagement and conversion—for both installation requests and online purchases.

eGuides, infographics, and more

We create eGuides, infographics, and other types of digital content relevant to the client’s target audience. These pieces range from written and visual “how to” guides to comparison charts to entertaining stories. Relevant premium content is promoted via call-to-action buttons on blog posts. Premium content is typically gated behind a contact form, creating an opportunity to capture leads.

Social Media

To promote content and build greater public awareness of our client in his local market, we manage social media platforms like Facebook, Twitter, Snapchat, Pinterest, and Houzz.

Paid Advertising

We’ve continued our efforts with location-targeted campaigns in Adwords. We also promote content by running graphical campaigns on relevant websites and paid ads on social media.

Lead Nurturing

Our email workflows are designed to keep prospects engaged with our client, and help them in their decision-making process. The emails share helpful information and tips. We also remarket to existing customers to further their awareness of all our client has to offer.

THE RESULT

More leads, more business growth, and a massive increase in website traffic.

Website Traffic

Traffic to the client’s main website has seen steady growth since the implementation of the content strategy. In a one-year period, traffic increased by 220.34% versus the previous period.

Blog Traffic

Blog traffic has risen dramatically since we first launched the new blog, driving more traffic to the main website. In a one-year period, blog traffic increased by 2,627% versus the previous period.

Lead Generation

In a one-year period, 243% more users converted into leads via the website’s contact form than in the previous period.

Sales

Since the client began working with us, they have seen a 175% increase in sales on average for both their services and their product sales.

As a result of these successes, the client continues to trust us to create and market content and advertising campaigns. They are now too busy serving customers to worry about marketing, so we have been given the green light to make campaign changes as needed.

Adaptable marketing sets you apart from your competition

Miles IT helps our marketing clients by understanding their businesses and making informed decisions based on data and research. We form long-term relationships with our clients and make it our mission to help them achieve their marketing goals as well as their organizational goals. By responding to changes in the behaviors of online users and changes in our clients’ businesses, we propel our clients ahead of their competitors.

Increasing brand awareness for a financial company

Case Study:

A content marketing plan for a financial services company

Miles IT works with a financial services company to increase online visibility and brand awareness through content marketing.

THE CLIENT

A financial consulting company

The client provides consultation, and structures plans for financial institutions.

THE CHALLENGE

The client wanted to increase brand awareness and position its key personnel as subject matter experts

The client came to Miles IT because they were interested in using content to promote their brand and establish expertise in their field. They needed to know that they would have a marketing agency on their side that appreciated the complexities and nuances of their business. Miles IT was a natural choice because we understand the industry on account of our wealth of experience with financial clients.

THE SOLUTION

A marketing plan with a focus on content creation and promotion of content via social media.

We first performed target market research and interviewed the client’s ideal customers to identify their Buyer Persona. We assessed the company’s messaging and determined its key differentiators. Then, we developed a content creation and marketing strategy for the client that would position their subject matter experts as influencers in the financial services industry.

Developing a keyword strategy for creating SEO-optimized content

Designing, developing, and launching a new WordPress blog

Creating and posting content including blogs, whitepapers, and infographics

Creating a Twitter account and connecting with financial industry influencers

Managing Twitter, the company’s LinkedIn page, and a subject matter expert’s personal LinkedIn page

Setting up landing pages to collect emails from users who download whitepapers

THE RESULTS

A branded online presence and a significant increase in website traffic.

Page views for the website increased 49.90% over a 12-month period.

Page views from organic search traffic increased 91.48% over a 12-month period. 20.10% of all page views for the website are attributable to the blog we created.

Increase your brand awareness with marketing

Companies are competing to get noticed online, and creating unique content can help you get an edge by carving out your niche. Miles IT works with a variety of industries to develop marketing plans that are customized for your business. If you want to establish your brand through expertise in your focus area, we can help.

Marketing increasing user engagement

Case Study

UX Improvements based on A/B testing and heatmap software

Miles IT works with a nationwide home healthcare agency to increase engagement to high intent webpages.

Young woman with brown hair interacts with an older woman sitting down holding a cane.

THE CLIENT

A nationwide home healthcare company

The client is a nationwide home care franchise that provides medical and non-medical home health services to all ages.

THE CHALLENGE

The client wanted to increase user engagement to a large number of service pages

The client came to Miles because they expressed their users were having difficulty finding the highest-intent pages on their website, including services and franchise location pages.

THE SOLUTION

A plan to simplify navigation with the goal of creating a more intuitive experience

Miles IT began working with the client to understand their specific goals. We created a marketing strategy to identify where users visiting the client’s website were bouncing or dropping off, and worked with the client to implement changes to the website to improve user engagement. To help facilitate user engagement, and to make appropriate improvements, we first had to understand how people were using the site.

Using click maps tracking tool

To understand where users clicked most, we utilized click maps to discover where visitors were having difficulty using the navigation of the website.

To increase navigation engagement, we made both the menu and submenu options available when visitors hovered over them, so all options were viewable at once.

Watching live user sessions

By seeing how users engaged with the website in real time, we could see how visitors used the website and where they missed important Calls to Action (CTA).

In fact, users often overlooked the main CTA in the hero section of the client’s website. We decided to change CTA colors and A/B test the change to see if a new color improved engagement.

Monthly Analytics Reporting

To fix location search problems, we let users search by address or zip code. We implemented a script in the client’s search bar that identifies where the user is and suggests their nearest location.

Through monthly tracking of traffic to high-intent web pages, we were able to measure the success of these changes and gauge our marketing efforts.

THE RESULTS

Small changes can create a big difference

Using click-map, movement tracking heat map tools, and monthly reporting through Google Analytics, we were able to analyze user interactions and discovered they were struggling with using the localization bar, the 2-step drop-down menu, and were missing the main call to action button on the client’s website.

Localization Search Updates

Tracking page traffic to high-intent pages showed that the script updates to the search bar increased engagement by 245.95% in 4 months.

Navigation Improvements

Improvements to the navigation of the website increased traffic to high-intent pages and increased the click-through rate by 133.33% in 4 months.

A/B testing for success

By changing the main Call to Action button color from gold to dark teal, we increased clicks on the contact form by 1,900% in 4 months.

The details in your marketing can make the biggest difference

Miles IT assists our marketing clients by not only understanding their business, goals, and values, but also by making data-informed decisions through research. We create long-term relations with our clients to help them achieve their marketing goals and accomplish more. We propel our clients ahead of the competition.

Increase your user engagement today

Increasing brand awareness and expanding reach

Miles IT works with a professional services company to establish their brand, educate their target audience, and generate demand for their services.

A desk with a laptop next to a clipboard, glasses, and stethoscope. There is a doctor and patient sitting next to the desk talking.

MEET THE CLIENT

A billing provider and consulting firm

As part of the professional services industry, the client works directly with medical practices. They provide consultative services and help improve billing, staffing, marketing, and more to increase growth and provide the best patient experience.

PRIMARY GOAL

The client wanted to strengthen their brand and increase their customer base.

Recognizing the importance of presenting themselves in a professional light, the client wanted help scaling their marketing efforts accordingly.

Goal #1

Fully establish their brand and present themselves professionally to potential customers.

Goal #2

Educate their target audience and build awareness about their unique services.

Goal #3

Grow their customer base and expand their reach in specific territories.

OUR PROCESS

Recognize the client’s unique needs

We spent time understanding our client’s business and what they wanted to achieve in order to develop a strategy that directly aligned with their goals.

Consultation

We began with an in-depth consultation to gain clarity on the client’s challenges and goals.

Recommendations & Growth Potential

We presented our recommendations to the client, focusing on initiatives that would align with their vision and add the most value.

Vision to Reality Plan

We created an actionable plan to help the client accomplish their goals. We then implemented all aspects of the plan by building the client’s brand, creating content, and promoting it on appropriate channels.

BRANDING & IDENTITY

Appear as a professional industry leader

We clearly defined the client’s brand and presented them as trusted experts in their industry.

Brand Library

We fully established the client’s brand by producing a uniform color scheme, unique iconography to represent their services, and more.

Professional Templates

Once the brand was clearly developed, we designed letterhead and materials to ensure consistency across all communications.

Animated Logo

We created an engaging animated version of the client’s logo that encapsulated their services, approach, and values.

Website Redesign

We completely reworked the client’s website and their partner website to include the new branding concepts and create consistency.

CONTENT CREATION

Inform and educate target audiences

We worked closely with the client to achieve a balance of sharing educational materials while being sensitive to the information they did not want to reveal to competitors.

Cornerstone Content Pieces

We regularly publish long-form content pieces to provide value and establish credibility. Keeping SEO best practices in mind, we interview team members, then write, design, and develop the final product.

Comprehensive Resource Center

The client’s online resource hub is specifically tailored to prospects in their target audience and includes content in a variety of formats, including webinars, newsletters, articles, and long-form pieces.

Ungated & Gated Content

We publish ungated content to help drive traffic to the client’s website and boost their visibility in search results. To capture leads, we gate specific materials behind a form, and this allows us to continue engaging the audience through email marketing.

ADVERTISING & PROMOTION

Build awareness with target audiences

With our promotional strategies, the client can get relevant materials in front of the right audience at the right time.

LinkedIn Advertising

Our well-branded LinkedIn ads target users with specific job titles in certain locations. They promote the client’s free consultative analysis, cornerstone content, and more.

Video Testimonials

To build trust and clarity in the client’s services, we frequently share customer testimonials in ad campaigns.

PPC Advertising

We optimize the client’s Google Ads to promote the unique benefits of their services on relevant search queries and to retarget website visitors and increase brand exposure.

Partner Website

To help build awareness about the client’s services, we optimize their partner website, which promotes a group customers can join to connect and share ideas with other businesses.

Email Marketing

We proactively optimize the client’s email marketing by refining their messaging, enhancing the branded design, and testing results.

Print Opportunities

Our design work extends beyond online marketing and improves how the client presents themselves in sales engagements and trade shows.

A/B Testing

We conduct tests for LinkedIn Ads and Google Ads to gain statistical data that drive decisions to maximize qualified lead generation.

KEY RESULTS

Consistent branding, increased conversions, & growth in website traffic

The client continues to be pleased with the results of our efforts, specifically in how we reinforce their brand and reach their target audience.

Consistent branding

Professional branding and communications help the client stand out and remain recognizable in their industry
Consistency across communications and channels helps clarify the value of their services

Increased conversions

Greater quantity of opt-ins to the resource center allows the client to get their business seen by more users
Increased opportunities for nurturing leads through the sales cycle

Growth in website traffic

Increased traffic to key pages on their website
Remarketing tactics allow the client to reinforce their brand and build visibility among their audience

DEDICATED TO THEIR NEEDS

Expert guidance every step of the way

We continue to work alongside the client’s in-house team as part of their ongoing marketing plan.

We also provide reporting, consulting, and recommendations, and specifically tailor reports to the client’s main focus areas. Our marketing efforts are always aligned with the client’s goals and their sales team’s initiatives.

Four individuals collaborating on a writing project using their notebooks and laptops

How Local SEO Can Make Your Business the Hottest Spot in Town!

Case Study:

Local SEO marketing strategy for home healthcare franchise

Miles IT works with a nationwide home healthcare franchise to increase website traffic, generate leads, and improve search engine listings.

Doctor sitting across from patient with clipboard and pen

THE CLIENT

A nationwide in-home healthcare company

The client is a provider of home healthcare services with multiple franchise locations across the United States and offers medical and non-medical healthcare services to families with a primary focus on seniors and veterans.

THE CHALLENGE

The client was not receiving enough website traffic or leads to support growth goals

The client’s goals: increase website traffic and lead generation

Businesses in healthcare face stiff competition, but local Search Engine marketing (SEO) can help them stay ahead and reach their target audience in unique geographic locations.

The client came to us for help with increasing their organic website traffic, generating leads, and increasing their search engine rankings, especially for their franchise locations.

Graphic illustration of a dashboard on a computer screen showing a pie graph and line graph

The client’s obstacles: low online traffic and social engagement

The client’s lack of targeted shareable content, accurate listing information, and localized website content hindered them from reaching their lead generation goals.

The client required online marketing solutions tailored to each franchise location as well as a larger plan to accommodate the growth goals of the corporate team and franchisors.

THE SOLUTION

A digital marketing plan with Miles IT

Industry Analysis

The first step was conducting an industry analysis to understand how to approach the client’s digital marketing plan for their corporation as well as local SEO strategies for each of the participating franchise locations.

Identifying Company Differentiators

Determining Marketing Tactics

Our research and analysis led us to develop a localized marketing strategy that focused on search engine optimization (SEO), content creation, social media, and lead nurturing for the client’s corporate office and franchise locations.

OUR MARKETING EFFORTS

An online marketing plan focused on content creation, local SEO, and lead nurturing

First, we performed a technical cleanup of the client’s website and franchise pages. Then, we focused on improving the franchise web pages using locally optimized keywords for SEO and highlighting their unique services and activities. We also set up geo-targeting that used a visitor’s location to determine the franchise nearest to them and show the user-localized content on the website to increase conversion rate.

The plan included the following efforts:

Website Content Creation

Optimizing corporate and franchise website content for search engines so client would appear in local searches

Creating blogs about relevant home healthcare topics and senior health to attract visitors

Creating infographics, eGuides, and videos to engage visitors

Localization

Creating and optimizing unique social media profiles for individual franchise locations

Setting up unique Google My Business pages and local listings for locations

Dynamically showing content related to the website visitor’s location

Conversion Optimization

Directing users to franchise landing pages through geo-targeting, dynamic content, and calls to action

Converting visitors into leads by gathering contact information through submission forms for services

Creating templates for franchisees to encourage communication with customers to request online reviews

THE RESULTS

A significant increase in web traffic and lead generation

Organic traffic increased 31.01% over a three month period after updating the corporate website with targeted keywords and sharing relevant blogs and content.

Over a five-month period, the client’s overall average search engine rank increased from 78% to 83% as a result of optimizing franchise pages with local SEO, creating listings, and link building.

Website contact form completions rose from .96% to 1.71% over a three month period due to updating location targeting, creating dynamic content, and improving calls to action.

Traffic from Facebook increased 265.86% over a three month period when we began sharing relevant content created for the target audience, developing targeted ads, and engaging with the target audience.

Improve your local SEO strategy

Miles IT helps businesses reach marketing milestones by understanding their industry and making decisions based on data and research. Our mission is to help our clients achieve more, and we respond, adapt, and meet the changes in their industry and online user behavior to beat the competition.

Building a strong brand presence and content strategy

CASE STUDY:

Building a strong brand presence and content strategy

Miles IT works with a manufacturing company to develop their unique brand, create targeted content for specific audiences, and nurture leads through the sales process.

THE CLIENT

A manufacturing and distribution company

Miles IT works with a manufacturing company to develop their unique brand, create targeted content for specific audiences, and nurture leads through the sales process.

PRIMARY CHALLENGE

The client needed to target specific industries and clearly communicate relevant information.

Since they are part of a very niche industry, the client wanted to tailor their marketing efforts to differentiate from competitors, reach specific audiences, and engage with leads.

Goal #1

Strengthen brand presence by clearly conveying key differentiators.

Goal #2

Create professionally written and designed materials to share with prospects in their target audience.

Goal #3

Engage with leads in specific industries and nurture them through the sales process.

OUR SOLUTION

A comprehensive marketing plan

We amplified the client’s marketing efforts by building their unique brand, crafting a robust content strategy, and engaging with quality leads.

Brand Identity

We spent time defining the client’s brand so we could make the best recommendations for messaging, communication methods, and more.

Content Marketing Strategy

We create informative content pieces that provide details about the client’s solutions and establish their expertise.

Lead Nurturing

We create informative content pieces that provide details about the client’s solutions and establish their expertise.

BRAND IDENTITY

Develop buyer personas and build a unique brand

Our research on the client’s competitors and industry allowed us to present a plan with suggested messaging, differentiators, and more.

A person is searching the web for a certain product which is being drawn to them with a magnet. This person is being researched by someone else as a buyer persona for that product's company

Brand Themes & Focus Areas

+

By interviewing the client’s internal staff and loyal customers, we identified common themes and unique aspects of their brand.
Market Research & Competitive Analysis

+

We determined key points of the client’s industry and market as well as researched competitors to evaluate the success of their website and branding.
Detailed Buyer Personas

+

From our research, we created in-depth profiles of the client’s target buyers so we could focus on the most impactful communications and strategies.
Key Differentiators

+

Our recommendations for the client included suggested messaging, positioning statement, and specific brand descriptor words to take their company to the next level.

CONTENT MARKETING STRATEGY

Create content that converts

With educational content published in a variety of different formats, prospects can engage with materials in a way that’s best for them.

We optimized blog posts for SEO by enhancing the content and implementing cross-links to relevant webpages.
Our team created live-action videos of the client’s facility as well as an animated video targeting a specific industry.
We revamped existing product pages to include more detail, optimize for key terms, and convey the client’s differentiators.
To share detailed information with specific audiences, we designed and developed downloadable eGuides.
We created a comprehensive webpage with an animation, infographic, and more to call attention to an important topic.

Promote content and engage with prospects

With targeted email workflows, we can connect with the right people at the right time and nurture them through the sales process.

Consistent Email Campaigns

We create and send a quarterly newsletter that recaps the client’s current highlights, recent content, specific solutions, and upcoming trade shows.

Marketing Automation

We manage the client’s workflows, landing pages, and more, and have worked with them on HubSpot, Pardot, and Salesforce platforms.

Email Workflows

Each of the client’s downloadable eGuides has an associated email workflow to promote better engagement with prospects and provide more information.

Print Materials

When the client appears at trade shows, we design printed banners and send out email communications promoting the show. We also engage with attendees over email after the event.

Targeted Email Marketing

To connect with potential clients, we research specific companies, curate contact lists for relevancy, and write unique email workflows for each list.

Sales Team Support

We assist the client’s sales team by engaging and nurturing leads, sending relevant contacts to their sales CRM, and building contact lists for cold calls.

THE RESULTS

Established brand, competitive assets, and increased traffic

The client continues to work with us for all of their marketing needs and has seen great success as a result.

Strong brand presence

Modern, impressive website that stands out in their industry
Positioning as a subject matter expert and authority in their field
Improved messaging & communications that resonate with their target audience

Impressive library of company assets

Users can peruse detailed resources related to their specific needs
Sales reps can share relevant assets during communications with prospects
Increased opt-ins to downloadable content offers

Increase in relevant leads

SEO-optimized website content drove significant quantity of leads
Increased efficiency of sales process by curating contact lists and notifying sales team about follow-ups
Continuous nurturing of existing customers and prospects results in valuable leads

Growth in website traffic

Traffic from organic search increased by 30% after our overhaul of website content
Achieved higher rankings, featured snippets, and greater visibility on Google search results

TRUSTED PARTNER

Ongoing marketing plan

For over 10 years, we’ve served as the client’s full-service marketing agency. We provide complete website security & maintenance and social media management in addition to our branding, content, and advertising services.

Stand out in your industry with dedicated marketing efforts.

Building trusted authority & audience engagement

CASE STUDY:

An SEO audit and content optimization leads to 75% increase in organic traffic

Miles IT works with a manufacturing and distribution company
to resolve website issues, build authority, and reach the right audience.

MEET THE CLIENT

A manufacturing and distribution company

The client manufactures and distributes various materials that assist with product creation. Occupying a very niche industry, they serve businesses in a wide range of sectors.

PRIMARY CHALLENGE

The client was losing organic traffic
and wanted to regain visibility on search engines.

After redesigning their website with another agency, the client was concerned about a noticeable drop in rankings and traffic.

Decreased Organic Traffic

Website traffic plummeted after the redesign because of technical errors within the website.

Lower Page Rankings

Pages with valuable content had been removed from the website, causing the client to lose authority in search engines.

Reduced Visibility

Because of the website errors and removed content, the client was not showing up frequently in search results.

OUR SOLUTION

SEO audit & content strategy

Thorough SEO Audit

Our first step was to run an SEO audit to determine areas of concern on the client’s website that negatively impacted their rankings.

Remediated Website Errors

Next, we reviewed the audit and resolved technical issues that led to confusing error messages.

In-Depth Content Updates

We then identified helpful information that had been removed from the website, optimized it for search engines, and added it back.

The revamped core blog articles on the client’s website witnessed a remarkable surge in readership within just six months of reoptimizing their content. The pageviews for these articles soared from 259 to an impressive 925, marking an astonishing 256% increase in traffic.

ALWAYS ADDING VALUE

Ongoing marketing plan

The client was so impressed with our SEO efforts that they added us as their full marketing partner. We continue to help with many areas of their marketing so they can educate their prospects, define their brand, and resonate with their audience.

Content Creation

Brand Presence

Graphic illustration of a web pages with a megaphone on a laptop screen over a blue background

Promotion & Advertising

CONTENT CREATION

Demonstrate expertise and thought leadership

With well-crafted content, we educate the client’s audience about their products and industry.

Detailed Blog Articles

Working with the client’s in-house marketing team, we research and write blog posts that are well-structured for search engines and optimized with relevant keywords.

Branded Video

Our team created an impressive video about the client’s equipment and materials, which they now play in their showroom.

Updated Content Calendar

We contribute two blog articles each month so the client can stay active and demonstrate thought leadership in their industry.

BRAND PRESENCE

Create a clear brand identity

We refine company messaging and create unique designs that resonate with the client’s audience.

Product Messaging

We reworked some of the client’s product names to better align with their brand identity and attract the right audience.

Brand Strategy

To highlight a new initiative the client was spearheading, we created a comprehensive webpage and engaging infographics about the topic.

Social Media Presence

We maintain the client’s social media profiles so they stay active, updated, and centered on their unique brand.

Print Designs

Our graphic design team created a branded banner for the client’s showroom and a unique logo to celebrate a company milestone.

PROMOTION & ADVERTISING

Reach the right audience at the right time

To engage with the client’s target audience, we utilize segmentation and automation strategies.

Optimized Google Ads

+

We revised current PPC campaigns to target the most relevant terms based on the client’s B2B marketing focus.
Keyword Research

+

To match the search intent of target users, we optimized web pages with key terms that better described the client’s product offerings.
Segmented Email Marketing

+

When a new blog post is published, we send emails to specific audiences based on the industry and content of the piece.
Marketing Automation

+

We help manage the client’s HubSpot account, from sending emails to setting up landing pages and workflow logic.

THE RESULTS

High-quality leads & trusted authority

The client fully recovered from their website errors and continues to benefit from a complete marketing plan.

Woman sitting at a wooden table, looking at a page on the internet on a laptop with a cup of tea or coffee

75% increase in organic traffic

In a two-year span, organic traffic almost doubled, with more users visiting the client’s website than ever before.

Businessman using tablet with email, call phone, mail, chat icons

Expanded lead generation efforts

Our website updates and ad optimizations drive a steady flow of relevant leads who are within the client’s target audience.

Concept of networking or remote work. Global business network.

Greater visibility in search results

With a hub of useful content on their website, the client shows up frequently in search results for related terms, establishing them as a trusted authority in their industry.

A partner for all marketing efforts

We understand the client’s business well and continue to collaborate with their in-house marketing team. In our monthly meetings, we review reports, propose new content ideas, and consult about potential marketing initiatives.

Grow your business with a comprehensive marketing plan.

Billing service provider standardizes their branding

Case study

A billing service provider rebrands their messaging by revising branded assets and creating a new website

Company’s goal

Staying fresh while true to your essence is quite challenging. Even the biggest companies in the world have evolved their brand identity to keep up with consumer changes over time. A smart rebranding strategy can have a significant impact on the company and its business results.

MBMS is a leading billing services provider for radiology practices across the United States. In 2019, MBMS recognized the need for rebranding in order to emphasize and clearly identify the company’s values, brand identity, and messaging.

Our goal was to position the MBMS brand in a way that connects with their clients. The process of rebranding also involves developing visual elements that would communicate the brand consistently across all marketing materials.

Our solution

Create new templates for each type of document used, including letterhead, financial proposal, company’s slide deck, etc.

Build an icon library with a substential collection of corporate icons.

Create additional visuals, such as Zoom backgrounds, YouTube thumbnails, ads, etc.

Create a consistent visual language for MBMS’s internal and external communications.

Redesign the website to reflect new designs, improve performance, encourage more conversions, and generate more leads.

Brand assets created by Miles IT

Letterhead

Letterheads help portray a professional image every time official documents are shared with customers or prospects.

Visit MBMS Website

Slide Decks & Presentations

Templated slide decks add another layer of branding to sales presentations and help to provide a standardized approach for customer facing employees.

Visit MBMS Website

Financial Proposals & Cover Letters

Similar to letterheads, branded cover letters make company documents look official and add a professional touch.

Visit MBMS Website

Infographics & Animations

Custom graphics and animations add a unique factor to the new website and help to tell a story using less words.

Visit MBMS Website

Zoom Backgrounds

Adding branded backgrounds for your customer facing representatives provides a greater level of consistency and professionalism.

Visit MBMS Website

Other Marketing Assets

Video thumbnails, corporate headshots, icons, and more! All of the little things that help pull a brand together and improve their online presence.

Visit MBMS Website

Icon Library

Miles IT provided a library of custom-designed icons for MBMS.

Using a consistent set of visual language for MBMS’s digital brand assets adds to the power and integrity of their brand. Symbols, in the form of icons, are a simple way to incorporate this language into messaging.