Inbound Marketing: Enhancing Viessmann Blogs

The German Viessmann Group is a leading multinational manufacturer of heating, refrigeration and air conditioning systems for home, business and industry. Founded in 1917, it is still a family business, but characterized by a strong international focus evidenced by its 22 production sites in 12 countries and more than 120 foreign subsidiaries. Viessmann has about 12,300 employees and the group's turnover exceeds 2.65 billion euros (54 percent is generated abroad). It has been present in Italy since 1992, with an office in Pescantina, in the province of Verona. Research, innovation and commitment to the environment make Viessmann a pioneering company ready to meet the challenges of the future and achieve the highest technological standards.

Challenge

Having an effective plan and quality content

Viessmann needed content intended for the two different company blogs dedicated to the industrial and residential divisions to take full advantage of the enhanced lead management processes we had previously developed with the company. The goal of the editorial plan was:

promote generation of qualified leads for marketing and sales activities;
improving customer experience;
increase search engine rankings, site accesses, and put forward the brand as the benchmark of its industry and proposed technologies;
tell about the launch of new products or solutions.

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Proposed Solution

Intercepting the audience's interest and guiding them to the company's offerings

We supported Viessmann in the functional transformation of its blogs, thanks to expertise in Inbound Marketing and quality content creation activities conducted by the in-house team in collaboration with specialized journalists in the field.
After analyzing the needs and different customer profiles, we identified with Viessmann the strategic production areas for the company. We then developed an editorial plan that included, for each sector, an in-depth "pillar page" containing all the information on strategies and technologies to promote efficiency and energy savings for that specific target audience. Each pillar page was flanked by a series of blog posts on more specific topics, as well as ebooks, offered for download, aimed at lead generation. Finally, for each blog post, we created a corresponding social media post.
The range of content has been broadened with the aim of intercepting a more generalized business audience interested in efficiency, including the creation of news articles dedicated mainly to regulatory news and incentives.
Given the results achieved on the blog dedicated to the industrial division, Viessmann decided to entrust us also with the creation of content for the blog dedicated to residential The revamped blog had to be updated with a high frequency of "releases," and an articulated editorial plan was prepared for the purpose, capable of intercepting the interests and needs of an all-round generalist audience, interested in the issues of environmental sustainability, energy saving and the comfort of their homes. For each post we planned a launch on social networks and a navigation workflow functional to the different conversion possibilities. Careful analysis of topics of interest and key SEO keywords constantly guided the writing, which was specially declined in style to suit the consumer target. This focus led to a marked increase in engagement with digital contacts generated by the blog. The content creation work for the two blogs was carried out through constant interaction with the marketing and sales departments and Viessmann engineers to create content capable of speaking clearly and competently to different targets.

Results

Becoming a reference, generating contacts

Thanks to precise customer profiling and the accurate and up-to-date single customer view offered by the CRM platform, Viessmann was able to develop, with our contribution, targeted editorial plans (consisting of pillar pages, blog posts, video pills, ebooks and social posts) with highly profiled and effective content. One example is the Superbonus 110% campaign, launched in May 2020 and still active: based on an editorial plan aimed at answering customers' questions about the possibility of taking advantage of the bonus, it enabled Viessmann to empower (clear information in a context of confusion on the topic) and achieve remarkable results: between May and September 2020, there was a 100 percent increase in site visits, 56 percent increase in quote requests, and 80 percent increase in contacts.

Solutions

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Viessmann - Inbound Marketing

Content and Inbound Marketing: the power of content