Graco
More leads thanks to a clear content strategy
Graco
Graco makes equipment for paint spraying, paint circulation, lubrication and dosing of adhesives and sealants. This equipment was also the focus of Graco’s website. Seriously technical content: useful for those who already know Graco and know what they’re looking for, but not ideal for generating new leads…
1. Content strategy
To get more potential clients on Graco’s website, we provided–alongside the product pages–‘solution pages’. These are web pages where target audiences can find an answer to the questions that concern them. Step one in creating solution pages: with Graco, we mapped all the information needs for each phase of the customer journey.
2. Content creation
Next, we created articles, infographics, videos and other online content that anticipates these needs. The whole customer journey is covered: where an infographic sums up the most important basic information, a video explains how to choose the right product. SEO ensures that all content is found and that interested people get to the Graco website.
3. Lead generation
To facilitate lead generation, each piece of content is accompanied by a clear call to action, contact details and/or a simple contact form. The message is clear: if you want more information, Graco’s experts are ready to help you.
4. Marketing automation
Anyone who contacts Graco or leaves their details via the website is included in a marketing automation process. Based on the phase they are in, they are automatically sent other relevant content–for as long as they wish to, of course.
