Virnig Manufacturing first met with Leighton Interactive to discuss content marketing options and a website audit. Virnig was in search of a marketing agency to assist them with content creation to better reach their end users, and ultimately grow web inquiries. While Virnig Manufacturing products are purchased through dealers, they understood the importance of educating its end users.
Leighton Interactive put together an inbound marketing campaign strategy, which focused on content creation targeted at Virnig’s buyer personas and bringing prospects through the buyer’s journey, as well as site optimization and conversion opportunities.
Content is the foundation for lead generation efforts and we created content specific to what Virnig’s potential customers were searching for. At the center of content creation are keywords, or the terms and phrases your customers are using to find information. Keywords are essential to gain insight into your potential customers’ questions, pain points, and interests. Virnig’s target audience used key search terms such as skid steer attachments, as well as attachment-specific terms: skid steer brush cutter, skid steer bucket, etc. Leighton incorporated these key search terms, as well as many others, into their content and offers. By creating content specifically designed to attract Virnig’s ideal customers, we brought in qualified prospects for their business and kept them coming back for more.