Two audiences, two websites, one growth plan

Digital AV delivers a total technology package to businesses and to homes — consultancy, installation and ongoing service across audio, visual and data hardware and software. Growth had come from client referral, and Digital AV came to Epitomise to build on it: a marketing process that brings in new customers as well, and one brand that could talk to two very different audiences without either of them straining to hear it.

What we were asked to do

Build a marketing process that acquires new customers alongside the referrals, driven by a considered business and marketing growth strategy rather than by activity.

What we did

We started with the plan: a three-year business strategy and marketing plan, agreed with the Digital AV team, that set out what needed doing and in what order. From there we separated the two audiences into two websites — one commercial, one for home users — and built a continuing programme of campaigns behind them. Inbound and outbound routes landed on dedicated pages, and an email nurture track led to an eGuide worth the reader’s time.

The difference it made

The new website and digital campaign launched on 12 November 2018. Two months later the campaign had created 40 leads, and it went on running from there. That count is Epitomise’s own measurement of its own campaign, read from the advertising platform reporting, over the two months from the launch date stated.

Beyond that, Digital AV has a marketing process rather than a series of one-offs. The plan sets the focus, the tools and campaigns implement it, and the programme is reviewed and optimised continuously, so the work has evolved with the business instead of being rebuilt each time the business moved.