Modernising Inbound for continued success
Airswift is an international workforce solutions provider in the energy, process and infrastructure industries. Although Airswift had a large and consistent stream of high-quality content being produced, they had little in the way of inbound methodology implemented within the business.
They enlisted Six & Flow to create an entire inbound marketing strategy with them. This included persona workshops and a content audit to start matching topics to the different personas we were creating and stages of the buyer journey.
What happened
We took charge of their content and inbound marketing strategy with the goal of increasing web traffic and leads through the website. Airswift already had a retained PR agency and a large library of high-quality content, including original research reports, but needed help to bring this content production in line with inbound best practices to create a consistent stream of website traffic and leads.
Workshop & Strategy
First, we ran a number of workshops with all the key internal stakeholders across every part of Airswift’s business (marketing, recruitment, senior management and compliance) to create our initial key marketing personas.
Inbound Implementation
We worked with Airswfit to create optimised buyer journeys, a pillar page and topic cluster strategy, social media structures, paid search and paid social engines and conversational strategies to accelerate lead generation and improve overall UX.
Additional Support
Following the ongoing success of our inbound lead generation campaigns, Airswift brought us in to promote their annual Global Energy Talent Index (GETI) report. We helped Airswift generate more than 1,500 contacts within the first four days of the report’s launch.
The outcome
After the initial 12 months of working together, Airswift has a high-converting website and is seeing consistent increases in views, engagement and leads generated from content, social and paid media activity. Key performance results include:
- 65% YoY increase in SQLs
- 40% YoY increase in website traffic
- 26% YoY increase in organic traffic
- 31% YoY increase in social media following
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