Find out how Level 3 Audiovisual is significantly growing its online presence and boosting digital marketing leads
In Spring 2020, when COVID-19 arrived in the United States, Level 3 Audiovisual knew that uncertain times were ahead—and new challenges call for new approaches. To weather the storm, the company decided to take a unique approach: improve digital marketing efforts in hopes of better supporting sales and boosting lead generation in a different way.
Although Level 3 Audiovisual’s original goal was to revamp its website, a discussion with NSCA Member Advisory Councilmember One Firefly changed the company’s approach. To reach a much wider audience faster, One Firefly recommended an active digital marketing plan. While a new website was integrated into the strategy, it was only one part of the comprehensive plan.
Here are the five steps Level 3 Audiovisual took to generate new digital marketing leads during the pandemic (and beyond).
1. Amped Up Blogging
Regular blogging can be a key driver of brand awareness and online growth. Four new blogs are created every month—optimized with SEO keyphrases—and published on One Firefly’s website. The content discusses what target audiences are searching for. As a result, topics range from digital signage best practices to hybrid workplaces. The outcome: organic website traffic that is consistently on the rise, with higher Google rankings and more first-page results. Blogs are now the company’s second-highest driver of website traffic.
2. Re-Energized Social Media Efforts
By posting timely, relevant, and educational content on LinkedIn and Facebook, Level 3 Audiovisual has seen a significant uptick in customer engagement. The company uses these platforms to spotlight employees, highlight new projects, showcase its philanthropy work, and share its blog content. The outcome: consistently higher levels of interaction with organic content and paid ads. As a result, social media is the company’s third-highest driver of website traffic.
3. Rolled Out a Live Chat Service
To provide website visitors with faster customer support and nurture potential leads in real time, Level 3 Audiovisual now relies on a live chat service that makes its team members more accessible. Through this feature, the company has answered more than 700 questions for customers in less than one year. The outcome: record-high website engagement, with more than 100 new digital marketing leads coming in through online chat.
4. Built a New Website
By merging two separate sites into one cohesive online site, the new website features custom branding, engaging videos, and SEO-optimized copy, such as case studies. In less than 12 months, Level 3 Audiovisual has seen a massive increase in the number and quality of leads coming from its website after its relaunch.
5. Invested in Online Advertising
To expand online visibility and direct more traffic to the site, Level 3 Audiovisual invested in paid Google Ads. As part of an integrated digital marketing program, this type of targeted advertising can help drive more traffic, high-quality leads, and brand awareness. After only a few months, Level 3 Audiovisual is already seeing clicks and conversions from ad campaigns.
In about 18 months, Level 3 Audiovisual has significantly grown its online presence and can now effectively communicate with the right potential buyers and market influencers through many channels and platforms. “Digital marketing gives us endless opportunities to get in front of people who might not otherwise have heard of Level 3 Audiovisual,” says Lucy Peterson, internal marketing associate at Level 3 Audiovisual.
Read more about Level 3 Audiovisual’s marketing approach here.