Raising the
Bar with SEO & Automation
HOW WE DID IT
Tone Pilates
Fortune favours the bold. And for those who need proof, there’s Tone Pilates.
What started as a mobile service offering in-home Pilates has grown to a thriving brick and mortar business with a full lead pipeline. No small feat when your studio is located in a city as saturated with fitness options as Vancouver.
Our role in the rise of Tone Pilates started when its founder came to us to help him jumpstart his digital marketing. At the time the studio was still mobile, but looking to scale. The problem was they didn’t have the demand to warrant it, let alone fund it. A common startup dilemma, but one absolutely solvable with the right digital architecture.
What We Did
The first step with any digital strategy is to lay strong foundations.
CRACKING THE CODE
Strategic Solutions
Following a deep-dive discovery session with the company’s founder, we devised an expansive SEO strategy.
Our strategy was designed to give the Tone Pilates website a solid bedrock for search ranking improvements, and drive an increasing number of high calibre leads into the then quiet pipeline. Numbers that would rise in unison with Tone’s search ranking. Supported by an on-site conversion strategy to ensure that those leads didn’t drop off when they got there.
On the business automation side we helped design and execute a CRM-focused communications automation strategy that entered new leads into a sales funnel, while also nurturing past, returning and existing clients.
All while echoing the strong family feeling of the Tone Pilates experience. This was coupled with the design and implementation of a virtual customer service agent (chatbot) who could answer site visitor questions 24/7. Removing the need to hire additional staff to keep cost expenditures low and allow for easy, cost-effective scaling – with the added benefit of improving the user-experience.
On the digital marketing side we came up with an online strategy that would create the digital infrastructure needed to attract leads and fill classes.
As part of this plan we built and executed an aggressive SEO strategy to filter consistent high value leads to the Tone Pilates website. Along with on-going maintenance to keep the site at the top spot in the search rankings. To convert on-site traffic we also devised and implemented a custom conversion strategy. This included landing page and lead funnel design.
On the brand side we prepared an extensive brand strategy and communications package that would provide the messaging framework needed to connect with Tone’s ideal client and convert them. This included customer/market research, avatar selection, brand personality and story design; along with full implementation to ensure congruence.
On the design side we lent our expertise to brand collateral design and laid out the UX architecture for the redesign of the Tone Pilates website to create a top notch user experience.
The result: the new kid on the block is now one of the top ranked Pilates studios in the city, and was able to park his mobile business for good to set up shop in a prime physical location. A studio which is filled by a steady flow of new customers who continue to discover Tone Pilates via search engines.
We are proud to call Tone Pilates an existing client and continue to support its growth through innovation and strategic implementation.
Visit tonepilates.ca to unlock your true physical potential.
THE STRATEGIC MIX
Tactics Deployed
- Extensive Communication Automation & Lead / Customer Nurturing
- Website Chatbot Strategy & Communication Flow Design & Implementation
- Brand Communications Strategy (Market Research, Brand Attributes/Story/Messaging Design & Implementation, Avatar Selection)
- Marketing & Brand Collateral Design
- Custom SEO Strategy Design, Implementation & On-Going Management
- Web Design & Development Support
- Custom Landing Page & Conversion Funnel Design, Development & Testing
- WordPress Education, Training & Enablement
- Social Media Strategy Design
- On-Going Digital Marketing Support & Consulting (Search Marketing, Landing Pages, Lead Generation, Digital Content Creation)
- On-Going Digital Architecture Support & Consulting
boldly explore
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