The Challenge
Strom Engineering knew they needed a new website. Their current site was outdated and needed a refresh. But they were also looking to the future - one of the reasons their current site was so out of date was that they didn’t have team members proactively updating the site. Instead, they fell into the standard pattern of redesigning a site, perhaps making a few content tweaks over the years, while it slowly decayed until they had to undertake an expensive remodel. With a dynamic industry that can change in an instant, this wasn’t working.
Likewise, they needed a marketing strategy that could adapt to and keep pace with industry trends. Previous marketing partners had boxed them into a predetermined strategy that couldn’t match the market's agility.
Client Priorities
A partner who will handle everything website and digital marketing, but also clearly understand Strom’s business
A website that would work for two very different audiences - people looking for jobs, and employers looking to hire
Both a website and supporting marketing efforts that could shift with change. For example - if a specific industry saw a sudden spike in workload and needed to hire yesterday, Strom would be right in front of them
The Plan
Looking at Strom Engineering’s needs, we quickly pinpointed a better web design tactic: GDD, or Growth-Driven Web Design. Rather than the old “set it and forget it” approach to web design, GDD relies on data to make calculated, informed decisions. Site improvements and updates are done on a continuous, two-week cadence based on new data. This meant that their site would always be evolving, and we could actively address changing priorities.
We also knew the Strom team needed a full-service marketing solution that would echo the work of a full in-house team. This meant our team needed to not just provide marketing, we needed to truly “get” their organization.
Based on their goals, we determined that a mixed marketing approach would provide the best results. With two different audiences, we needed tactics that would address both. For employers, we knew a lengthier nurturing strategy through inbound marketing would be the best way to reach this audience. For employees, applying for jobs needed to be fast and easy.
The Results
Our marketing efforts drastically improved the number of qualified candidates in their hiring pool, as well as repeat employers who trust Strom to get the job done right. Our deep understanding of their organization created a seamless experience for visitors as they were handed off from marketing to sales to service.
For the employers, our targeted inbound campaigns attracted them at various stages of their buyer's journey. We reached employers gathering information for potential disruptions as well as employers currently facing a crisis that needed a solution ASAP. No matter the phase of their journey, employers found Strom - which made it easier for Strom’s sales team to swoop in and close the sale.
For employees, the job application process was fast, easy and intuitive. We were able to use our data from the GDD process to tailor the website and marketing efforts to attract specific talent based on Strom’s immediate needs. We didn’t just increase the number of candidates in their talent pool - we found qualified candidates for current disruptions who were ready to hit the ground running.
After engaging with BizzyWeb, Strom operated with a website and digital strategy built for adaptability, giving them the agility to meet market shifts head-on and connect with the right people, right when it matters most.
