iJetColor by Printware first learned about Leighton Interactive in September of 2016. At that time, Tim Murphy, president of iJetColor by Printware, submitted a website audit request where he indicated the biggest website challenge for their company: “Develop better ongoing metrics of site visits - improve ease/usage and track visits per month and ultimately grow inbound requests for information.” At the time he submitted the audit request, iJetColor used a very traditional approach to marketing. Their mindset was familiar with more outbound marketing approaches like direct mail, cold calling, and trade shows.
The iJetColor team told us “we’re doing enough, we just want to see if we can do a little more.” Their business wasn’t failing. They weren’t losing to the competition. They were satisfied and hitting goals, but just wanted to see what more revenue would do for their business.
A new way to generate leads would stretch the sales team to think and do business differently. We knew this would take patience, education, and proof of results in order to get this team on board with inbound marketing.
Based on these objections, our strategy focused on the following:
- High impact pages with completely new copy, graphics, and design
- Migration pages with minor changes to design but streamlined to match new site style
- Continuous improvements that involved bringing the website pages up to par with new design on a monthly basis
The high impact pages were executed within a 60-day timeframe. We also completed 13 migration pages, added a blog and testimonial page, created CTAs, Landing Pages, and Follow-up Emails.
During these 60 days, education was essential. We took the iJetColor team through the inbound methodology step-by-step.