When MacroAir originally called in November 2010, they were getting few leads to their site. Located in Southern California, the company manufactures high-volume, low-speed HVLS) industrial fans used in warehouses, manufacturing plants, gyms and fitness centers, and barns.
The first order of business was to optimize the site for search as well as rewrite the copy. Because the company had redesigned its fans — reducing the number of blades from 10 to 6 — the decision was made to create a new message: While other HVLS fan companies still used the outdated 10-blade technology, MacroAir, the inventors of HVLS fans, was now using six blades (for various reasons that benefited customers and the environment). This strategy positioned them as the leaders and innovators in HVLS fan technology.
Once the site was optimized, MacroAir then hired me to help manage their ongoing marketing for 2012. Work included:
- Industry research and marketing strategy
- Maintaining and writing the blog (3 – 4 posts a month)
- Writing case studies
- Initiation and writing a “Newsy-letter” for distributors and reps
- Writing various write papers
- Writing press releases and contacting the media for interviews at trade shows
- Creating an HVLS Fans Wikipedia page
- Ongoing SEO and content creation
By the middle of year, MacroAir was meeting its goal of generating leads — as well as its monthly sales goals. Says Jaylin Krell, VP of Marketing:
“We hired Dianna to help us optimize our site in November 2010 and then hired her to provide ongoing marketing services for all of 2011. With her help we were able to double our organic search traffic and increase our leads. She also created some really great marketing collateral pieces where none existed, including a case study, white papers, a Wikipedia page, blog posts and a monthly newsy-letter for our sales reps and distributors. Our reps were so happy, they thanked me! I highly recommend Dianna for your marketing needs. It’s a true pleasure working with her.”