Facilities management software company iOffice were pleased with their results using HubSpot but were not taking full advantage of the integrated platform at their disposal. Using MODX and Wordpress to host their site and blog meant their marketing efforts were not in synchrony. Marketing agency Orbital Alliance steps in with a solution to build their site on HubSpot’s new Content Optimization System (COS) so they could seamlessly integrate all of their web and marketing activities.
iOffice is a fast growing facility management software company that provides innovative management tools for their customer's facilities. It’s a real-time software application that helps facility managers run their building smarter.
Because iOffice was still creating content on their Wordpress blog, they did not have a complete picture on its performance in relationship to all of the inbound marketing activities they were doing in HubSpot. They did not have data to understand who was reading their posts and how deeply engaged their audience was. Without those insights, it was difficult for iOffice to dedicate time and resources on content creation. As content creation is a primary piece of their inbound marketing strategy, they knew they had to solve this problem disjointed systems were causing.
Director of Marketing, Tiffany Rivers, sought out help Orbital Alliance, a marketing agency that specializes in web redesign and is a HubSpot Partner. iOffice was seeking a single platform for their hosting, marketing and blogging needs. They conducted their due diligence in their consideration for a new platform by reviewing both MODX and Wordpress.
However, after attending HubSpot’s flagship INBOUND 2013 conference in Boston that highlighted the importance of personalization and announcement of the new Content Optimization System (dubbed COS), they knew exactly what they needed. HubSpot’s COS is a content management system that enables marketers to easily build websites personalized for every visitor, and optimized for every device.
Web Strategy and Marketing Director
Alden of Orbital Alliance frequently talk about the problem in today’s website hosting space, a problem that HubSpot’s COS solves for. "Websites [today] aren't designed for the future. Websites shouldn't be a hindrance for marketing, but a tool for marketing success."
Moving onto HubSpot’s COS unlocked the gate for iOffice’s inbound marketing strategy to really take full advantage of the platform. There are several features that Orbital Alliance implemented to support one of iOffice’s new goals of achieving higher search engine rankings for their blog posts.
One particular new feature to the COS and the blogging tool is Keyword Tracking. This is something Orbital Alliance is particularly thrilled about because it saves writers so much time! This new feature counts the number of registered keywords, from HubSpot’s Keyword Tool, within the blog’s title and body. In addition, it allows writer to quickly click on those counts to see which keywords are being used and additional important SEO intel. The keyword-tracking feature helps ensure iOffice’s content team that they’re focusing their time and energy on the correct terms they’re aiming to rank for in search engines.
Creating valuable keyword-rich content on their blog is only a piece of iOffice’s strategy and is the first step towards their lead generation plans. From the post, they direct their reader towards various calls-to-action, such as signing up for an upcoming webinar or to download an eBook on a related topic. On the subsequent landing pages, iOffice gathers lead intelligence using HubSpot’s “smart” Form fields created with simple drag and drop technology. These smart fields automatically remove themselves when the marketing team already has information they’re asking for, such as Job Title, which helps improve their lead conversion rates because their forms are cleaner and faster to fill out.
The COS is also a great success for their web development team. "People don't pay enough attention to their websites now a days. You can make the site and then three years later you have to go through a big expensive redesign to update it. With HubSpot’s COS it keeps websites fresh and current."
By “keeping it fresh” O’Connor is referring to the ability to easily swap out content or optimize specific content on the site per visitor, hence the name Content Optimization System. O’Connor plans on using the COS primarily on iOffice’s blog. The COS gives them the power to optimize the blog content based on the reader’s lifecycle stage set in iOffice’s HubSpot Contacts database.
O’Connor was the primary developer of iOffice’s new website. When iOffice came to Orbital Alliance, they gave them a three month timeframe to migrate and redesign onto HubSpot’s new platform. Accomplished this in less than one month because the features were intuitive and easy to use. This was particularly impressive because this was O’Connor’s first time building a website on the new COS. A specific feature stood out was HubSpot’s template builder, which helps users more efficiently construct site pages, landing pages, emails and blog templates.
The template builder, like many HubSpot features, sports drag and drop technology that is easy to use. Although the COS offers a developer the option of coding a template from scratch, it also offers the template builder as a way to structure your HTML and easily apply CSS styling.
Now that iOffice is hosting their website on HubSpot’s COS they are significantly better aligned to execute on their inbound marketing strategy. They look forward to continued growth through personalization and better engagement with their leads and customers.
As for Orbital Alliance, they continue to help their clients migrate onto HubSpot’s COS, as they firmly believe it gives their clients the full package and will be a long-lasting solution through an ever changing environment.
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