Evo Industries

Content Strategy

Background

Evoheat are an Australian company who have since 2006 manufactured around 60,000 domestic & commercial heating units per year.  Total Marketing Australia have been providing marketing support, strategy and implementation to Evo Industries since the inception of both companies in 2005. As growing businesses, both companies supported and guided each other with their respective skills, personnel and expertise.

Challenges faced by the brand

The new brand needed to be identifiable as a part of the same stable of brands. So one of the challenges was developing the new website to have a the same skin, look and feel as the old website, but with a new colour scheme and tone of voice.

They were entering into a highly competitive marketplace with many global players that have deep pockets. Evo Industries on the other hand begun as a start up and were completely self-funded. They didn’t have the same marketing budget as their global competitors Rheem and Zodiac, yet they needed to make a huge dent in the market with a modest budget.

Gaining access to the right individuals with specialised knowledge about the technology within Evo Industries. They only have a a small team who are very busy with other aspects of the business. So there was a challenge to gain access to specialist knowledge.

An Australian audience who are for the most part unfamiliar with this technology in Australia. Even though it’s tried and tested overseas, it’s relatively new in Australia – so the challenges of convincing the audience needed to be overcome.

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Solutions

The highly skilled team of developers and designers at Total Marketing managed to refresh the branding without straying too far from the core website branding. So there was a consistent layout, logo, site map and content between the two sites.

Athena took it upon herself to study of the industry stakeholders, technology, along with the social, environmental and economical impact of the technology on society. In this way, they were able to overcome the need for accessing a subject-matter expert in the organisation.

Athena created an ongoing monthly content strategy that was cost-effective, high quality and targeted to relevant industry publications and websites, which reached Evo Industries’ target audiences and answered their questions about the new technology, prompting them to become either loyal followers of the brand or to enter into a buying cycle.

Athena built trusted relationships with editors, specialists and thought leaders in the industry by providing fresh and high quality content for them to publish, which was designed to promote and educate readers on Evo Industries’ work, product range and past successes.

Athena and Leon created a comprehensive digital marketing strategy incorporating PPC and geo-located landing pages which was successful in generating organic web traffic to the site, improving web ranking and driving genuine sales leads to the site.

Leon project managed the creation of a complex new website so that it was simple and easy to use, yet user-centric and enabling much more effective sales conversions.

Leon managed the relationship with Evo Industries, ensuring that the business’s core needs were being met throughout the course of the year.

Athena changed the brand tone of voice so that it was comprehensive, technically accurate and yet simple enough to be understood by the average person.

Results

In 2014, Evo Industries formed an alliance with a German-American organisation 2G. Evo begun selling new technology from their partners 2G into Australasia.

Over the course of 2014, Evo Industries won a prestigious award for one of their projects; expanded their office to another state and took on more staff.

The team at Total Marketing produced a powerful marketing strategy for their ever expanding stable of brands: Evoet and Evoheat.

In terms of the PPC campaign, the target of selling over a dozen units after 24 months was achieved. This was achieved through a blend of relevant content marketing, a sales funnel that was closely monitored for adjustment and by using a sales CRM, which enabled inbound sales to be captured and delivered to the sales team at Evo.

The content marketing planned and executed by Athena meant that Evo had all of the right and relevant information for their prospective clients when they were needing it. This addressed their concerns and barriers to purchase and then moved them through the sales funnel towards the sale.

With a carefully managed digital marketing and content marketing strategy in place, Evo Energy Technologies moved to the top of Google search rankings in Australia and S.E Asia for a variety of industry products. As a result, the nascent brand gained huge exposure and following on social media platforms, as well as increased sales conversions through their new site.

“We engaged Athena for her copywriting services and can highly recommend her. She was quick to grasp the essence of our business and translate that into sparkling copy. She is the ultimate professional and a pleasure to deal with. We look forward to using her services in the future.”  Read more Carl Diamond Google Analytics Consultant, Diamond…

Carl Diamond

“Athena is a talented news writer and editor for our website, Edinburgh Book Review. She thinks outside the box and often comes up with new ideas for content. Athena’s easy to work with, accurate and reliable.”  Read more Saskia Iseard Founder, Edinburgh Book Review

Saskia Iseard saskia-iseard
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