Symtec Increased Lead Generation From 2-80+ Monthly Leads
Estimated read time: 5 minutes
We partnered with Symtec to design a Brand Position and launch a new Website Design. In this case the partnership was built around setting Symtec up to succeed, and ensuring their internal team had the proper elements in place to do so. These are the steps we took to drastically increase their online lead generation; from 2 monthly leads to 60 monthly leads in just 6 months.
When we first started partnering with their team, they were receiving a lot of clicks to their website, but they weren’t getting quality traffic (or leads). These are the steps we took to optimize their digital marketing foundation, which ultimately decreased their cost per qualified lead by 65%.
The Results.
New Brand Essence Statement: Elevating Tomorrow’s Products.
New Brand Identity & Website Design.
Increased Organic Traffic By 600% In 6 Months.
Increased Lead Generation From 2 To 80+ Monthly Leads.
Designed Client Onboarding Process For Internal Sales Team.
How We Built A New Brand That Generates Leads Through SEO.
Set the foundation.
The first thing we did with Symtec was really get a grasp on who they were, and who they wanted to be. This helped us truly craft a brand position that was unique, and accurate to their place in the market. For Symtec, it really came down to being a design & engineering team first, and a manufacturing company second. This was a pivotal switch for the organization, as their brand had traditionally been focused on manufacturing.
Determined how to tell the story better.
With a new strategic direction in place, we were able to determine how the story of Symtec should be told. We did this through a brand positioning exercise that uncovered their brand essence (the emotional tagline of their brand) and their brand position (what they uniquely bring to the market). Here are their results:
Brand Essence: Elevating Tomorrow’s Products.
Brand Position: Our Human Machine Interface engineering process and array of innovative, patented subcomponents, can help you accelerate the time-to-validated design by six months or more.
Put guidelines for the story in place.
Once the story had been constructed, we put strategic guidelines in place to protect it. This ensured that all of the work we had done thus far would be utilized the way it was initially intended to, and that as we incorporate new employees or team members into the process, the brand would remain intact. Within these guidelines we focused on logos, fonts, colors, and tone of voice.
Designed a cutting edge website.
With the guidelines serving as a pathway, our team went to work building the sitemap and website copy for the new website. Through quality design and an intentional strategy, we were able to position Symtec as an engineering company who has a manufacturing (production) arm as well, and their clients loved it.
Watched it grow.
When we launched the website we knew it was positioned correctly. What we didn’t expect, however, is that it would grow as fast as it did. In just 6 months the organic traffic had increased nearly 600% and the Symtec sales team went from having 1-2 monthly inbound leads to over 80 leads each month (that’s huge!). At this point we handed the project off to their team to handle PPC & SEO internally, but as you can see, with the right level of intentionality and tactic, the growth Symtec experienced is something you can achieve as well.
“Fractional helped us reposition the Symtec brand in the market, and we finally have a differentiation we’re proud of. We believe in the process their team follows, and wouldn’t be where we are today without their help.”
