The business resource center was born, and housed all SEO-driven blogs. Each blog article incorporates a call-to-action to learn more. The call-to-action drives users to a landing page to download related information to the searched topic.
For example, if a retailer is looking for information on how lighting can impact their store’s visual appearance, they would find this PG&E article during their search.
Users would then be encouraged to get an ebook on lighting controls. If the user completes the form on the landing page, and downloads the ebook, they will then receive emails tailored to continue them further down the funnel, based on assumptions around where they are in their customer journey.
The program is also supported by additional forms of behavioral marketing, including re-targeted ads, and content promotional vehicles. Users that abandon the blog (don’t visit the landing page) are then targeted with re-targeted ads, to revisit the landing page and drive conversion. Additionally, content is promoted through both paid search and a content promotion services such as Outbrain. There are plans to expand additional promotion across existing PG&E vehicles in the near future.
Results
Prior to this content marketing effort, the small business segment was extraordinarily difficult to engage. This utility marketing effort delivered double-digit engagement and continues to be a source of leads for energy efficiency products and solutions.
Benchmarks were established at the beginning of the program for search rankings (of certain keywords), landing page conversions, blog page views, and email nurture rates. The program exceeded its objectives. The program continues to evolve, optimizing performance across many dimensions.
Sheera Eby partnered with the PG&E marketing team to design the strategy and program architecture, and also oversaw the agency team that handled the execution of all program components and the marketing automation. Please see my LinkedIn profile to view the client’s feedback (Megan Porter) on my contributions to these efforts.