Updated Branding, Website, and Community Outreach for a Public Security Technology Company: B2B Marketing for Technology Companies
B2B Marketing
branding
social media management & content creation
website design
graphic design
Talkaphone is a well-established designer and manufacturer of technology designed to facilitate communication and increase public safety. Talkaphone was looking to improve visibility in their markets, more effectively communicate their solutions offerings, position themselves simultaneously as the long-established leader and a company with a future-focused ethos, and increase sales.
In order to address all of these goals, the View team created a strategy and executable plan that leveraged a mix of activities, from website improvements, SEO, content creation, advertising, social media management, communications efforts and more. This was all built on the backbone of a modest brand refresh and updated messaging.
Updated Hubspot Website Graphics, Messaging, Content Creation and SEO
Talkaphone’s website was built on the Hubspot platform. The site is very large and functions as a product library of all current and discontinued product offerings as well as a market-facing sales tool. View suggested starting a web update process by tackling the core pages that are engaged with the most and working out to other pages over time. Improvements to information hierarchy, graphics, imagery and messaging have been implemented across the first priority pages.
Ongoing Search Engine Optimization (SEO) is also underway. Existing pages are being optimized based on keyword research. New content addressing challenges that are addressed by Talkaphone solutions is also consistently being created and optimized for SEO. Some of this new content is in the form of blogs that are maximized by increasing SEO-optimized content on the site and driving users to the site via promotion in direct email communications and social media.
Social Media
Talkaphone had an existing LinkedIn page, however posts were only distributed when they were at events. Our approach is now a proactive cadence of one or two posts per week promoting product benefits, differentiators, and thought leadership. Sponsored posts are also being leveraged to reach high value targets. We created an Instagram page for Talkaphone as well, as it is a strong platform during events to interact with attendees and media. Interactions and shares have grown exponentially as the content is interesting, helpful and entertaining.
Email Communications
Email communications were irregular, so we began by establishing a regular schedule of direct communications. We then re-designed the look of the emails, but most importantly, we refined the content to be more interesting, engaging and helpful. Database decay was addressed with a list scrub.
The first email send after these changes showed a significant lift in opens and clicks. These results have held steady for all subsequent sends.
Product Marketing Support
As the updated brand rolled out on the web, social media, and in direct communications, updated marketing materials were created to support sales. The suite of materials across the brand has elevated the brand’s offerings to reflect their high-quality, reliable and trusted products.
There have been two significant new product launches in Q1. We supported both with social media, press releases, new marketing materials and web materials. Both were exciting launches for Talkaphone and garnered attention from the market.
ISC West, the leading comprehensive and converged security trade event in the U.S., is the largest trade show for Talkaphone. This year, they’re making a big statement with a brand new booth design.
We incorporated the new branding and messaging, interactive QR codes, and mounted products into a booth that is set up to serve as a marketing tool for the sales team.
A fun Chicago-themed giveaway is being promoted to encourage attendees to leave their contact information. Handouts promoting the giveaway make it easy for the sales team to distribute something from Talkaphone that doesn’t feel ‘salesy’, but has some fun facts for the recipient to learn more about the company.
The Talkaphone marketing engine is in full swing. We’ve seen a 22% increase in quarter-over-quarter growth in web sessions and 18% increase in visitors. LinkedIn engagements are up 39%, and email communications have significantly higher open and click rates. Company sales in the first quarter after the marketing engine was turned on were strong.
We’re having so much fun working with Talkaphone to raise their profile to the heights it deserves! Our team specializes in B2B marketing for technology companies. Learn more here.
"View Marketing & Creative has been a fantastic partner for Talkaphone. They quickly grasped the technical aspects of our industry—something other agencies would likely struggle with—and translated that expertise into effective marketing strategies. Their focus on maximizing the ROI of our B2B marketing budget has been invaluable, ensuring that every dollar spent drives measurable results. What sets them apart is their commitment to data-driven success, tracking key metrics like web visits, email engagement, and link clicks to continuously refine and improve our campaigns. They are highly organized, always prepared for meetings, and consistently quick to complete tasks. Working with them has been a seamless and productive experience, and I would highly recommend them to any company looking for a smart, results-oriented marketing partner."
