As an agency, we feel truly thankful and excited when our clients trust us to do what’s right for them. When it was time to create a lead-generating eBook for our client FireProTec, we had so much fun working with them to balance content and design into an effective marketing tool. That is why we are pleased to submit this eBook, Workplace Fire Safety: Your Complete Guide to Protecting Lives and Assets, for consideration to the HubSpot Impact Awards.
FireProTec is northern New England’s leading provider of fire protection equipment and fire safety training. The eBook was the first piece of content being created to power the new inbound website we had just completed for FireProTec. As their first inbound marketing campaign, FireProTec was trying to increase participation in their fire extinguisher training program for businesses. As with all effective content marketing, we knew we had to start with the Buyer Personas.
While the business owner or facilities manager may be the decision-maker, the HR or Environmental Health and Safety (EHS) person is often the influencer who holds the real power. This person is trying to make sure her company is compliant with OSHA and other life safety codes, as well as fill her training and teambuilding calendar. We knew that, in order to get “HR/EHS Heather” to sign up for employee fire extinguisher training, we’d first have to educate her about the safety and training requirements. An attractive eBook was the perfect way to give her something both educational and actionable.
Amy, our talented designer, did a fantastic job at balancing a trustworthy, professional style with eye-catching visuals, making the eBook simple to read and a pleasure to look at. It can be challenging to explain the concept of hands-on fire extinguisher training. Not only did Amy craft the eBook design itself to flow naturally from idea to idea, but she personally took dynamic custom photos of one of FireProTec’s live training sessions, and incorporated the photos into the eBook to add clarity.
The eBook has been generating leads on the FireProTec website for about a year, and FireProTec became official HubSpot customers at the beginning of July 2017! Since then, the landing page for Workplace Fire Safety: Your Complete Guide to Protecting Lives and Assets has had 20 views and 10 submissions, an outstanding 50% conversion rate.
We are proud of FireProTec for taking this huge step in the right direction with their marketing efforts, and embracing a process that has already made an impact on their business. We are also proud of our team for using strategy to create a helpful marketing asset that FireProTec’s prospects and customers value!