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Inbound Marketing Examples

Capitol Awning Boosts Traffic & Leads With Inbound Marketing

Posted by Rick Kranz

 



Capitol-Awning-Inbound-Case-Study-Page-LogoCapitol Awning, the family owned and operated awning company has been servicing the Metro-NYC and Long Island since 1947 and are one of the oldest awning fabric companies in the nation.

Capitol Awning and their award winning design team and fabrication shop supply clients with high quality and innovative fabric products.  Recognizing the importance of online marketing, the executives at Capitol Awning turned to OverGo Studio to apply its Inbound Marketing Strategy to reach a new online audience.

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When they came to us, they had traffic coming to their website looking for awnings, however the leads coming in were not high quality. They specialize in commercial awnings and wanted to change their focus to only attract businesses, architects, and other awning and sign companies. We completely switched up their keyword strategy, casting a much smaller, segmented net to attract better leads. In order to cater to their buyer persona, we blogged and created premium content on topics their ideal audience would be interested in. 

Working hand-in-hand with Capitol AwningÂ’s executive team, OverGo also optimized the companies website, developed keyword strategy and created content inclusive of brochures, eBooks, info-graphics and spec sheets for industry professionals. Further boosting search engine results, weekly blog articles are published on the website and via social media highlighting awning designs, commercial and residential awnings and recommended fabrics.

By addressing a smaller, more targeted audience they experienced a dip in traffic due to the extreme focus. But even though their traffic initially took a hit, both their traffic and leads did improve. Their leads are now more sales qualified and have increased 733% from the start of the start of their inbound strategy. 

Traffic Pattern Over Time 

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Steady Increase In Leads Over Time

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Capitol Awning continues to be a happy and healthy client, increasing their leads on a monthly basis and consistently closing customers.

Topics: Inbound Marketing Case Study