Case Study: UHI Worldwide’s Strategic Inbound Marketing Program Heats Up

Strategic Inbound Marketing Program Impacts RV Industry


Situation before Strategic Inbound Marketing

A recreational vehicle industry leading RV holding tank heaters Ultraheat, manufactured by UHI Worldwide — based largely in the Midwest was looking for a way to build loyalty with RV dealerships and repair centers across the United States, while connecting them with local leads in their communities. While the task was large, and involved reaching out to thousands of dealerships and RV repair center in all 50 states. The solution would strongly differentiate the RV holding tank heater manufacturer from its competitors.


Inbound Marketing Strategy

To create enthusiasm among dealerships and RV centers, DIR Incorporated monitored social media forums and surveyed business owners within the space to listen to their needs and goals. The team used that information to enhance the UHI Worldwide loyalty program with features that would benefit the businesses, as well as its customers.

DIR Incorporated also worked daily with various departments of the RV manufacturer to gather customer demographic data, spend history, and information about operations within the company and its marketing campaigns.


Execution of Strategic Inbound Marketing Plan

Information was compiled, analyzed and used to build a comprehensive program that included a keyword targeting, website optimization, social media management, landing pages, special email bulletins, and an online installer certification program.

The website was customized to connect RV dealerships and repair centers with leads in their area, using their ZIP codes as a default. The site also contained a “Preferences” section to help users find dealerships and RV repair center most closely aligned with their interests. Additionally, offers on the site’s home page rotated, based on the categories that users selected. Users could also use the site to search for national dealerships and RV repair centers nearby, or shop through the website at participating online retailers for do-it-yourselfers.

To help further promote the program, DIR Incorporated worked with UHI Worldwide to create marketing materials for its program participants. Our Strategic Inbound Marketing team also provided local businesses with marketing materials — including window decals and counter-top tents — that could be used to inform shoppers of retrofit products that visiting the website would earn them added value.


Results of Strategic Inbound Marketing

The result was a dynamic interface for shoppers to find the best deals in their neighborhoods at the kinds of services locations they prefer to shop. Members also received special announcements and offers during holidays and during various seasons. Dealerships and RV service centers were also excited by the success of the program, as they saw the value in getting their message out to a local and national audience and the ability to generate more business.

 

It’s All About Web-Automation

Progress Calls For An Open Mind

The great advances within technology have revolutionized the way we market to prospects over time.

The problem is that keeping up with all the different tools available can be cumbersome.

Today, I am going to share with you the keys to preparing your e-marketing strategy for “web-automation”.

Now, I am assuming you already have a website.

If not, check out our resources page for cost-effective ways to get a website.

The Importance of Capturing Leads On Your Website

Once, you have your website you need to capture the email addresses of people who visit your website.

Our website blog, “Marketing Rule Breakers” typically accomplished this by offering “FREE” information. If you don’t capture visitor information, you have lost the opportunity to market to them overtime.

The information required to get the offer is tied to a web form which is controlled within a marketing automation and business CRM software program called Hatchbuck.

Hatchbuck Marketing Automation for small business with builtin CRMThere are many good systems out there, such as Hubspot, Infusionsoft, Ontraport, Leadsius, and the list goes on.

For the needs of our web design company and digital marketing agency, we have found Hatchbuck to be the best option. See our reasons here.

In case, you are wondering why we use our blog to capture leads — you have to understand what a blog in capable of help your business achieve.

Blogs and Localization Play A Role In Demand Generation

Blogs are a great way to build trust, spread your expertise, and get PR opportunities. I have had more than one publication interview me just from the fact that I had an informative blog post, just like the one you are reading now.

For those of you who really want to do business on a local level, make sure that, if you have a website, you’re using local terms in your content and links.

It’s amazing how those little touches will help you get found.

Honestly, that’s how people search today.

If they’re looking for somebody locally, they will many times utilize local terms in their online search.

One famous example is the usage of the word “soda”.

In many states like New York, “soda” is the common term used to describe those sugary, sweet, artificially flavored beverages that in some states like Indiana are called ‘pop’.

Meanwhile some states like Georgia offer a “Coke” even if serving “Pepsi”, and still others states like Texas use the combined term of “soda pop”.

The next thing that is very important is getting a local listing.

Nappanee Web DesignMany SEO companies will try to sell this service to you, but other than the 25 minutes it takes to get listed with all the main local search engines like Google, Yahoo! and Bing… it is FREE.

You can input all types of information about your business like; hours of operation, payment methods exceptions, and a description of service.

In our case for example, if somebody searches “Web Design, Nappanee”, the first couple of results coming up are basically like phone book listings and should include DIR Incorporated, [see image to the right].

In fact, for many people the internet has replaced the phone book.

Our company blog helps us also be listed on the organic part of the search, which adds value to the person searching.

For example, using the same query as before “Nappanee web design”.

Nappanee Web Design and Development Web-automation - marketing agencyNotice, in the image to the right.

After seeing a listing for DIR Incorporated on the map, their is also a listing of our website.

Also, notice above our organic listing a “Yelp” directory.

It is important to realize you are not only competing against your direct competitors for the first few spots in Google.

Instead, you are up against local directory listings — so again — get yourself on as many FREE ones as possible.

Making Marketing Automation and CRM Work For You

Once these things are in place you are now ready to get “web- automated”.

There are some tremendous automation tools out there that can work for you 24 hours per day, 7 days a week, and really make what may be a small business with a small marketing effort, seem much larger.

DIR Incorporated focuses on four types of “web-automation” tools.

They are market segmentation software, e-mail marketing, customer relationship management software, and e-commerce.

Now, there are a lot of different marketing automation and CRM software programs out there.

But, while we prefer Hatchbuck in most cases …

… the web-automation software alone is not the trick.

There needs to be a unique process, and every business is different.

I would love the opportunity to help you figured out the right combination for your business.

Feel free to comment, and/or ask questions about this blog.

And, as a special service to all my readers I will do my best to personally reply to all of them.