Microserve, headquartered in Burnaby, British Columbia, provides IT support and managed IT services to mid-sized and enterprise businesses in British Columbia, Alberta and Atlantic Canada. Microserve is growing and has locations in Vancouver, Victoria, Calgary, Edmonton and Halifax to provide their clients custom IT support.
Microserve received promotional funds from Dell to develop a promotional campaign using inbound marketing strategy. We developed a strategy to create lead generation and drive new qualified leads to the Microserve website.
The strategy was based on the CTO’s persona and the customer journey based on the sales cycle. We worked closely with the sales team and technical subject matter experts to develop a concept that resonates with the target audience.
Once the campaign concept picked, we crafted strategic, relevant and value added content for each piece of content. We used best practices in lead generation strategies we developed a content marketing and content flow for each marketing asset. Even though IT services might sound complicated, we created a story for potential customers to read. Our team focused on online and digital channels as well as on organic SEO.
Microserve’s partner, Dell, offered budget for a digital campaign to attract new leads for IT consulting services.
The goal is to attract new potential clients who could benefit from outsourced consulting (and potentially new Dell computers!) for Microserve to receive the budget.
Pace Creative completed a campaign content strategy. Based on the strategy, our team presented 4 themes we could pursue to engage prospects.
Our strategist then came up with a promotional mix to launch the campaign at the specific target audience of IT managers at mid-sized companies in Western Canada.
Of all of the tactics presented, Microserve chose the following:
+ blog post
+ landing page with a cost calculator
+ social media posts
+ PPC ads on social media channels
+ thank you email
+ retargeting ads
+ follow up scripted call
With the strategy and tactics approved, we began production of the campaign.
Here is a sample of the tactics that we created the content for, designed and produced:
Digital ads and social media posts were used to engage with targeted leads to drive them to read the blog and several landing pages.
On the blog page, users would have access to the online calculator. The calculator’s purpose is to identify the true costs of IT, leaving users with a clear picture of the additional costs that IT can incur over time.
After filling out the information required in the calculator, users are required to give their contact information to see their custom report outlining the true cost of IT risk and tips on how to prevent unnecessary expenditures.
The calculator result page outlines specifically the total amount it will cost the organization, to put things into perspective.
As a result of the campaign, Microserve gained
1,000% more emails than their initial goal!
Microserve’s previous campaign (developed without Pace Creative’s help) did not generate any leads.
Microserve was so pleased with the process and the results that they sought our help for their next digital campaign, a collaboration with IBM.