Creating a differentiated brand, messaging, and website together with VNT, and using Search Engine Optimization (SEO) and other advanced marketing tools to increase visibility and generate high-quality leads
VNT offers a smart solution that creates interactive, real-time maps of its customers’ IT environments. Its solution is unique in that it works without credentials, firewalls or agents, and gives VNT customers valuable visibility into their application dependencies and communications. This can then be used to efficiently assess costs, discover a hybrid ecosystem, and model workloads for migration.
In mid-2019, VNT approached the team at Inspired Marketing for help with focusing its product offering for the specific needs of its ideal target audience; and enhancing its corporate branding and messaging so that it clearly communicates the value of its unique product features with this audience.
After researching VNT’s target audience and ideal personas, as well as its existing offerings, the team at VNT and the team at Inspired Marketing defined several use cases – Change Management, Migration, and Cost Optimization. The next step was to design and implement customized landing pages and campaigns around these use cases to generate leads. Next, over a period of a few months, the different elements of these landing pages and campaigns, including their visuals, taglines and content, were tested and adjusted to determine which of the product offerings was the best fit for market needs and VNT’s ideal customers.
Equipped with a better understanding of these offerings and use cases, the next step was to assist VNT in building a new website that clearly reflected and differentiated its brand and product offering based on the guidelines and input of the company’s executives. To do this, we first defined a user-centric site map and then used this to create a unique visual story, as well as focused messaging and content.
In parallel, we applied our multi-pronged Search Engine Optimization (SEO) process to ensure that the new website and any related content were fully optimized to rank well in search engine results and consistently bring in high-quality leads. We began this process by getting VNT’s input about the main requirements and needs of its customers, researching and grouping the keywords that potential customers use to look for related solutions, prioritizing and localizing them according to VNT’s customer base, business, and market segment, and performing a competitive analysis to see how competitors are ranking for these keywords.
Following the release of its new website, we continued to work closely with the team at VNT, and to provide the company with SEO services. These services include ongoing on-page optimization, as well as off-page optimization (“link building”) in order to generate high-quality inbound links from trusted websites in the industry. We are still in the process of increasing this visibility, and recently, VNT was featured in industry-leading blogs such as InedoBlog and Comparitech.
In addition, we continuously monitor, report on, and optimize metrics such as traffic, conversions and leads, technical website parameters, and keywords and rankings to ensure that VNT’s SEO performance is always improving.
We also continue to complement these services with additional marketing activities that further boost lead generation. These activities include supporting VNT in the creation of persona-focused content such as whitepapers and blog posts, and then promoting this content both organically and through paid advertising campaigns on social media and Google, paid advertising on Quora, automated email marketing, sales tools and presentations, and features on leading online industry-related sites such as.
In the short time since we began working with VNT, the company has seen a steady monthly increase of about 40% in traffic to their new website, which is a great start, and we intend to do whatever we can to make sure these numbers keep increasing. This, together with our organic and paid inbound marketing efforts, has started to bring in high-quality leads that have been successfully converted into VNT customers. Our goal is to continue these efforts together with the team at VNT to keep differentiating their brand and bring in high-quality leads through digital marketing efforts.