To stay competitive, grocery stores have to do more than just stock shelves, produce bins, meat and dairy aisles with products consumers want to buy. They have to provide customer experiences that today’s shoppers expect while running leaner operations, optimized by cutting-edge technology systems. That’s what retail technology provider TRUNO has been helping grocers do for over 40 years.
In 2018, TRUNO launched a sleek, modern website that unified four disparate brand names, multiple web sites, and more than 26 solutions it had developed and acquired over years of steady growth. Created in partnership with Idea Grove, the crisp, intuitive user experience and messaging that resonated with site visitors were just the beginning. Next, TRUNO needed to drive more of the right traffic to its site, engage visitors with compelling content, and drive higher conversions. To do that, TRUNO needed not only to produce engaging content in numerous formats but also expertise in digital content marketing strategies. Once again, it turned to Idea Grove to boost its searchability in the marketplace, draw more of the right visitors, and change those visitors into qualified prospects.
No matter how well-designed, a website can only be effective if prospective clients can find it. While developing more than 60 webpages for the initial launch, Idea Grove already had search-engine optimization (SEO) in mind. Taking the next logical step, it took over TRUNO’s SEO, social content, blogging, long-form content creation, and email campaigns with two overarching goals: to not only drive more of the right type of organic traffic to the site but also to convert them to leads.
In March 2018, the team began building and executing a content calendar for the new TRUNO site. Each quarter it would produce content featuring thought-leadership content centered around a particular segment of TRUNO’s business. The calendar followed a cadence of four monthly blog posts and quarterly long-form assets such as case studies and interactive eBooks, as well as placements of executive byline articles in industry trade publications. The content mix was balanced to engage visitors in all stages of their buyer’s journey, from awareness to consideration through decision. The Idea Grove team worked with TRUNO to ensure each content marketing asset was optimized for search engines. Each quarter, the team carefully researched short- and long-tail keywords to boost TRUNO in the organic search results for a featured topic, driving more traffic to the appropriate blog or landing page. Each asset offered a clear call-to-action, making it easier for the visitor to take the next step and convert.
"We’ve tried working with a couple other groups before, but the professionalism and responsiveness of the Idea Grove team was outstanding. Despite our tight timeline, they had the capacity to go as fast as we wanted without sacrificing quality. You’ve done an incredible job of telling our story and laying our products and solutions out in a unified, coherent way. It’s been phenomenal.”
In addition to a predictable stream of engaging SEO-optimized social posts, blog posts and bylines, the team regularly produced unique long-form content. These included “day-in-the-life” eBooks and interactive landing pages for different TRUNO business units, including TRUNO’s TimeForge and Margin Management software suites. In addition, the team followed the HubSpot best practice of creating pillar pages to guide visitors through TRUNO’s many product offerings to the most relevant content.
Over the two years since the website launched, the number of visitor sessions has steadily increased, and the new content has kept visitors engaged until they converted. In fact, from May 2018 to May 2020, conversions from organic search increased from 2 per month to 48. As a result of those conversions, 23 of the contacts ultimately became TRUNO customers. The company even landed a “featured snippet” on Page One of Google’s SERP for its content on electronic shelf labels and another for its payroll processing checklist, raising visibility even further. The trend of rising conversions continued even after TRUNO reduced the cadence of blog posts, due to the consistently higher quality of its content. With the combination of quality content based on the right topics, optimization based on keyword research, and informative key pillar pages, Idea Grove helped TRUNO tell a story that both search engines and prospects found compelling.