Baxi boilers
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What is the current situation & how can we make digital marketing work harder for Baxi?
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Transcript of Baxi boilers
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 [email protected] 07972287819
