The strategy included and improved inbound marketing, website, and lead nurturing.
Retail Control Systems (RCS) specializes in retail and restaurant management software and hardware solutions. Driven to provide clients with exceptional customer service, quality, and innovation, RCS selected Millennium to redefine their inbound marketing strategy, generate more leads through digital marketing, and enhance the user experience and user interface (UX/UI) of their website. Working with the current RCS branding, Millennium established a comprehensive marketing plan to achieve the best results.
Millennium worked closely with the RCS marketing and sales team to define the organization’s sales process; optimize the user experience of the website for a simple, effective interface; and build out the website to drive the volume of inbound leads necessary to meet sales goals. The RCS website was created as a fully customized, lead-generation system that would seamlessly integrate comprehensive lead nurturing, digital marketing strategies, and a CRM. The website organized RCS’s events including webinars, conferences and more into a dynamic calendar for easy access by current and prospective clients. Millennium developed a design, wireframe, and taxonomy that was interactive and encouraged audience engagement. The RCS website was also designed to bring in traffic through organic and paid methods, direct users to the appropriate pages for their desired actions and capture valuable lead information that could then be leveraged through sales automation and direct contact by the sales team.
Millennium established a fully integrated lead generation program, driving to landing pages promoting webinar sign-ups. Lead nurturing through SharpSpring was executed through workflows targeted at different users, including those who visited a landing page but did not sign up for a webinar and those who signed up but did not attend. Visitors who signed up and did attend a webinar were transferred as a warm lead to a sales representative. Millennium also increased overall awareness of RCS statewide and nationally through news releases and article placements in industry-specific publications. Millennium executed a micro-campaign targeted specifically to museums, which increased awareness in this unique market. Millennium also research and purchased email contacts across RCS’s six main industry verticals and delivered an optimized email marketing campaign to these lists, further promoting webinar registrations. All marketing efforts served to fill the sales funnel so the RCS sales team could focus efforts on converting pre-qualified leads into customers.