What is the current situation & how can we make digital

marketing work harder for Baxi?

What  am  I  going  to  talk  about?    

•  The brief •  The research •  The results •  Building a strategy

The  brief  

Assess the digital marketing / communications of Baxi and provide some strategic direction for future activity

The  research    

•  Social Media Review – (used tools: Quicksprout, FollowerWonk & Woorank)

•  Web metrics Review – (used tools: Woorank, Open Site Explorer, SEMRush)

•  Technical Quality Review – (used tools: Ghostery, Screaming Frog, W3C validator)

•  Competitive comparison

THE RESULTS What can be observed with this first level of depth?

BRD  Thermae  

BAXI  Other  brands  

Baxi  Commer-­‐

cial  

PoBerton  

Heatrae  Sadia  

PoBerton  Myson  

7 year warranty

Installers microsite

Product selector

Product selector

5 year warranty

5 year warranty

Trade show sales kit

Web tools in place

•  Response Tap •  Adwords •  Analytics •  Google AJAX

API •  Google

dynamic Remarketing

•  Kissinsight •  Adsense

•  DoubleClick •  Analytics •  Google AJAX

API •  Mouseflow •  Kissinsight •  Google

Adsense

•  DoubleClick •  Analytics •  ResponseTap

•  DoubleClick •  Analytics •  Kissinsight

BAXI   BAXI  Commercial   PoBerton   Heatrae  Sadia  

Social Media platforms

•  Facebook: baxiuk

•  Twitter: baxiboilers

•  YouTube: BaxiGroup (500)

•  Facebook: Baxi Commercial

•  Twitter: BaxiCommercial

•  YouTube: BaxiGroup (500)

•  none •  Twitter: heatraesadia

BAXI   BAXI  Commercial   PoBerton   Heatrae  Sadia  

Comparative Social Media Popularity

Comparative Web Performance

Comparative Link Profiles

Digital Monologue

Baxi boilers search

Watch out for Baxi news

Baxi boilers are awesome

Baxi Megaflo Compact System GA , modulation range of 1:7 …

Further noticeable differences

KEY STRATEGIC IMPROVEMENTS What can we do better?

Business  objecHves  require  strategic  plans  

Be  easier  to  find  

If you needed a new boiler, what would you be searching online: A brand? Or advice? Search engines have developed to address more natural search behaviours: ‘Which boiler should I get?’ vs. ‘Baxi boilers’. But websites are not always speaking the right language.

Identify new needs

New content clusters

Digital content strategy

Choosing a boiler

LEADS New visits

Valuable Content

Share as sales tool kit on online

exchange platform for installers

Content suggestion ‘You might like this content cluster too’

Be  helpful    

Everybody is a potential customer. How much do you know about boilers? How much does your neighbour know? Your spouse? Your mother? Boilers are an everyday device. Yet just because we use them every day does not mean we understand them. Help potential customers visualise their situation to enable the best possible choice.

Users need to visualise

New product interface

Print out with quote

LEADS New contacts

Mobile friendly

Online system to select & inform local

installers

Love  your  installers  

Your best advocate is the expert who knows and uses your products: the installer. The more they grow, the more your business grows. Build a strong network of installers and help them grow their business.

Login installer

(micro)site

Tailored interface &

digital platforms

Best installers awards

FACILITATE SALES TO HOMEOWNERS & COMPANIES

Advocacy

Sales & Marketing

tools

Relevant content clusters

Exchange Forum

Dedicated Social Medias

Installers offers:

training, products

Build a digital space for installers

Create a community

Emailing comms

Don’t hesitate to get in touch! Celine Domenech domenech.celine@gmail.com 07972287819