Over time consistently publishing quality content that covers key topics such as “radiant cooling” and gaining backlinks from authoritative websites meant that Uponor quickly rose up the Google search engine rankings for such terms and over time significantly grew its organic traffic on what is a very niche subject.
A complete overhaul was required for the site to get everything on-brand. From content offers, banners to CTA's and trust signals. Our designers meticulously selected fonts to fit the brand and worked with our developer to create page templates tailored to the direction of the texts.
In order to get the source data for the blogs and PDF’s, Oxygen’s content writers interviewed Uponor staff to obtain seed information and performed their own research online and through reaching out to buyer personas identified in the research phase. Oxygen designed each PDF, ensuring it was in line with Uponor’s global branding guidelines. With the Buyer Persona's in hand, we could move on to accurately market to the China market.
A special approach was required for marketing in China. Uponor already had a WeChat channel, however, there were no existing conversion paths. We followed the same inbound methodology we used for Uponor Asia but used WeChat to promote content to installers and distributors in China. We created China-specific workflows and automation and directed WeChat leads to different salespeople based on region.
Despite using HubSpot, we ensured that the user experience was “China-centric” and one where the lead didn’t feel (and indeed weren’t) leaving WeChat at all.
Despite these successes, we realised, through using the HubSpot tool, that not everyone was reading the email that was sent with the follow-up and PDF to download. Thus, we developed an innovative SMS automation app specifically for China with SendCloud (a PRC government authorised SMS service in China).
Instead of sending an email, we simply linked to our app via HubSpot’s “Trigger a webhook” workflow feature. Our SMS allowed us to create SMS templates for Uponor that were then authorised by SendCloud as acceptable in terms of PRC local laws.
At the time we were looking for a tool that worked both inside and outside of China, and a marketing agency that could work with both our China and Hong Kong teams.
Luckily, we found both HubSpot and Oxygen and were able to predictably increase brand awareness, leads, genuine prospects beyond my expectations.
Director Of Marketing, Uponor
While our email automation through WeChat & HubSpot generated many leads before, moving to SMS automation enabled us to convert more into sales. Especially installers that typically use email communication and did everything through the cellphones. Using SMS messages allowed us to nurture the lead and follow up the Chinese way - via cellphone
Asia Digital Marketing Manager, Uponor
