Multi-Channel Strategy Drives 14,000 Visitors and 300 Inquiries for HaaS Launch

Challenges

The client aimed to launch and market their innovative Hardware as a Service (HaaS) model, designed to help SMBs and corporate clients improve IT efficiency. The primary challenges included:

• Building awareness around the HaaS model, especially among IT decision-makers looking for cost-effective, scalable IT solutions.
• Reaching a broad audience and driving adoption in key sectors such as education, healthcare, and finance.
• Positioning the OPEX (Operating Expense) benefits of HaaS over the traditional CAPEX (Capital Expenditure) model.

Objectives

The main goals of the project were:

1. Drive significant traffic to the HaaS landing page and improve visibility in search engines.
2. Increase user engagement and lead generation through targeted digital marketing strategies.
3. Showcase the benefits of the HaaS model to relevant industries, enhancing awareness and adoption.

Approach

Target Edge developed and executed a targeted multi-channel strategy to effectively launch the HaaS model, focusing on three key areas:

1. SEO Optimization

• Keyword Research: Conducted comprehensive keyword research to identify high-value search terms related to HaaS and IT efficiency. This ensured that the content would resonate with the intended audience—IT decision-makers and business leaders.
• On-Page Optimization: Implemented on-page SEO best practices, including optimizing meta tags, improving page content, and enhancing site structure to increase search engine visibility. This helped the client rank for relevant queries, driving organic traffic to the HaaS landing page.

2. PPC and Display Advertising

• Targeted Campaigns: Launched pay-per-click (PPC) and display advertising campaigns designed to attract potential leads from sectors such as education, healthcare, and finance. These campaigns were tailored to speak directly to SMBs and corporate decision-makers looking for scalable IT solutions.
• Strategic Targeting: Focused on retargeting users who had visited the landing page but hadn’t converted, keeping the HaaS solution top-of-mind and encouraging further engagement.

3. Content Marketing

• OPEX vs. CAPEX Benefits: Developed content that highlighted the financial and operational advantages of HaaS as an OPEX solution, which provides flexibility and scalability, compared to the traditional CAPEX model. This messaging was vital in convincing the target audience of the long-term benefits of adopting HaaS.

Educational Content: Created informative blogs, case studies, and explainer videos that showcased the use cases and real-world applications of HaaS. This content served to educate the audience on how HaaS could solve their specific IT challenges, driving interest and adoption.