From Visibility to Accessibility: Digital Marketing Transformation Tips

8 min to read

Upside Innovations, a leading accessibility solutions provider for buildings and public spaces, has over 20 years of experience. The company aims to positively impact lives by improving access to environments. Recognizing the shift towards digital, Upside Innovations updated its marketing to a digital-first strategy. This document explores their digital marketing transformation, highlighting increased online visibility and better accessibility for everyone

Introducing Upside Innovations: A Leader in Accessibility Solutions

Let me introduce you to one of our clients. Upside Innovations has been providing innovative and high-quality products for over 20 years. Their commitment to improving accessibility for individuals with disabilities has made them a leader in the industry. From ramps and platform lifts to stairways and handrails, their solutions cater to a variety of needs in different settings. You can read more about Upside Innovations' mission and vision on their website, where they also showcase their impressive portfolio of successful projects. By constantly pushing the boundaries of what is possible, Upside Innovations has become a trusted name in accessibility solutions for buildings and public spaces across the country. Their dedication to social responsibility and improving people's lives continues to drive their success in the industry.

The Shift Towards Digital Marketing in the Modern Age

With the rise of social media and online platforms, traditional marketing strategies are no longer enough to reach a wider audience. As more people turn to the internet for information and shopping, having a strong online presence has become crucial for success. This shift towards digital marketing has allowed businesses to connect with potential customers in a more targeted and cost-effective manner. It also offers opportunities for increased visibility, brand awareness, and customer engagement. Recognizing the potential of this shift, Upside Innovations embarked on its digital marketing transformation journey to reach a larger audience and spread its message of accessibility for all.

Challenges Faced by Upside Innovations in Its Digital Transformation

While the benefits of digital marketing are clear, Upside Innovations faced several challenges in its transformation journey. One of the main obstacles was adapting to a new and constantly evolving digital landscape. As a company with deep roots in traditional marketing, changing mindsets and processes towards a more tech-savvy approach was not an easy task. Building an online presence from scratch required significant investments of time, resources, and expertise. However, with a dedicated team and a strong vision, Upside Innovations overcame these challenges and successfully transitioned into the digital age.

Leveraging Technology to Enhance Online Visibility

By leveraging online tools, the company boosted its online visibility and attracted a broader audience. This involved developing a user-friendly website with strong visual appeal, optimizing content for search engines, and engaging with potential customers on social media. Upside Innovations also used technology to offer interactive content, like videos and virtual tours, highlighting their products and solutions. Through these efforts, they enhanced their online presence and effectively shared their commitment to accessibility. This digital transformation has not only improved visibility but also promoted greater accessibility and inclusivity in the industry.

Here’s how we tailored our digital marketing strategies to deliver impactful results:

Optimized Search Engine Optimization (SEO)

We focused heavily on optimizing Upside Innovations' SEO to ensure they ranked at the top for relevant keywords. Our approach included:

Keyword Strategy: We targeted specific keywords like “ADA compliant ramps” and “commercial accessibility solutions,” integrating these throughout their website to boost organic search visibility.
Enhanced Local SEO: We optimized their Google My Business profile and localized their web content, significantly increasing local inquiries and website visits from targeted regions.
Content Development: Our team crafted engaging blog posts and informative articles that positioned Upside Innovations as thought leaders in the accessibility industry, leading to an increase in organic traffic and user engagement.

Targeted Pay-Per-Click (PPC) Campaigns

We deployed targeted PPC campaigns via Google Ads, which brought immediate visibility and high conversion rates:

Ad Customization: Ads were customized with dynamic keyword insertion, making them highly relevant and effective. This strategy resulted in a 50% increase in click-through rates compared to previous campaigns.
Optimized Landing Pages: We created specific landing pages for different product lines. This tailored approach improved the user experience and doubled the conversion rate for PPC traffic.

"Dynamic" Social Media Marketing

Our social media strategy was multifaceted, aiming to build community and drive engagement:

Real Customer Stories: We showcased stories and testimonials from satisfied customers, which resonated deeply with the audience, increasing shares and likes by over 70%.
Interactive Content: Live sessions and Q&A about accessibility products sparked discussions and enhanced brand visibility, attracting new followers and increasing engagement rates on platforms like Facebook and LinkedIn.
Strategic Social Ads: Paid social campaigns were optimized to target industry-specific professionals, which improved lead quality and increased the conversion rate from social media by 40%.

Segmented Email Marketing

Our email marketing efforts were highly targeted, with personalized messages for different audience segments:

Educational Series: We sent out a series of emails that educated recipients on new regulations and best practices in accessibility, which helped in nurturing leads and building a loyal subscriber base.
Regular Updates: Promotions, new products, and notable projects were highlighted in our newsletters, which kept the audience informed and engaged, leading to a 30% increase in email-driven sales.

Analytics and Adaptation

We used sophisticated analytics tools to monitor all campaigns and adapt strategies in real-time:

A/B Testing: Continuous A/B testing of ads, web pages, and email campaigns helped us refine our messaging and design, optimizing user engagement and conversion rates.
Performance Tracking: Detailed tracking of ROI from various channels allowed us to dynamically allocate budget, maximizing the efficiency of our marketing spend.

Through these comprehensive digital marketing strategies, Upside Innovations not only saw improved visibility and enhanced brand reputation but also experienced a significant uptick in leads and sales.

Prioritizing Accessibility in the Digital Marketing Strategy

As a company that prides itself on providing accessibility solutions, Upside Innovations made sure to prioritize accessibility in its digital marketing strategy. This included ensuring that the website and all online platforms were accessible for individuals with disabilities. The company also worked towards creating content that was inclusive and catered to different needs, such as captioned videos for those with hearing impairments. By prioritizing accessibility, Upside Innovations not only stayed true to its core values but also expanded its reach to include a wider audience. This reaffirms the company's commitment to making a positive impact on people's lives and promoting inclusivity in all aspects of their business. Recognizing that their target audience includes individuals with varying abilities, they have implemented several inclusive practices to ensure their digital content is accessible to everyone. Here's how Upside Innovations has expanded their approach to ensure their marketing materials reflect their company values and broadens their audience reach:

Web Accessibility Enhancements

Understanding the importance of an accessible online presence, Upside Innovations undertook a comprehensive overhaul of their website to adhere to Web Content Accessibility Guidelines (WCAG). This included:

Text Contrast and Font Sizes: Ensuring that all text on their website contrasts sufficiently with the background, making it easier for those with visual impairments to read. They also implemented adjustable font sizes to cater to users with varying sight abilities.
Keyboard Navigation: The website was redesigned to be fully navigable using a keyboard alone, which is crucial for users who cannot use a mouse due to physical limitations.
Alt Text for Images: All images on the site were equipped with descriptive alt text. This not only helps visually impaired users understand what is depicted but also enhances SEO rankings by providing better context to search engines.

Inclusive Content Creation

Codedesign has also revamped their content creation strategy to be more inclusive:

Captioned Videos: All video content is captioned, and transcripts are provided to ensure that individuals who are deaf or hard of hearing can still benefit from multimedia resources.
Use of Accessible Language: The content is crafted using plain language to accommodate a broader spectrum of cognitive abilities and literacy levels, ensuring their messages are comprehensible to all.
Diverse Visual Content: The imagery used in digital content features a diverse range of individuals, including those with disabilities, to reflect the inclusivity of their audience and foster a stronger connection with all segments of their customer base.

Social Media Accessibility

On social media, Upside Innovations has implemented several best practices to enhance accessibility:

Descriptive Hashtags: They use camel case (e.g., #AccessibilityMatters) to make hashtags more readable by screen readers.
Alt Text on Social Images: Similar to their website, all images posted on social media include detailed alt text descriptions.
Voice-over in Stories: Where relevant, stories and video posts include voice-over explanations to cater to those who cannot view the screen.

Feedback and Continuous Improvement

Upside Innovations has instituted a feedback loop specifically concerning accessibility:

Customer Feedback: They actively seek and encourage feedback from users about their digital experience, using this input to make continuous improvements.
Regular Audits: The company conducts regular audits of their digital platforms to ensure they not only comply with current accessibility standards but also adapt to new guidelines as they evolve.

By embedding accessibility into the core of their digital marketing strategies, Upside Innovations not only aligns with their mission to provide accessible solutions but also demonstrates their dedication to inclusivity and equality. This approach not only broadens their market reach but also enhances user experience, contributing to a positive brand image and increased customer loyalty

Digital Marketing Transformation on Accessibility for All

Upside Innovations' digital marketing transformation has not only increased its online visibility and reach but also had a significant impact on accessibility for all. By utilizing technology, the company has been able to showcase its products and solutions in a more interactive and informative manner, making it easier for individuals with disabilities to understand and access them. Furthermore, by prioritizing accessibility in its digital marketing strategy, Upside Innovations has opened doors for greater inclusivity and promoted the importance of accessibility in the industry. As a result, more people are now aware of the company's mission and have access to their innovative solutions, ultimately contributing to a more accessible and inclusive society.

Upside Innovations' digital marketing transformation has been a significant step towards promoting accessibility for all. By embracing technology and adapting to the digital landscape, the company has not only increased its online visibility and reach but also created a more inclusive and accessible platform for individuals with disabilities. Despite facing challenges in this journey, Upside Innovations remained committed to its mission and successfully leveraged the power of digital marketing to make a positive impact on people's lives.

Some of the results

Here are some key improvements and outcomes from their efforts:

1. Increased Website Traffic and User Engagement

By making their website fully accessible, Upside Innovations saw a significant increase in both traffic and engagement. Key metrics include:

40% increase in organic traffic due to improved SEO from accessibility enhancements like alt text and proper heading structures, which are favored by search engines.
30% increase in average session duration on the website as users with disabilities could navigate the site more easily, leading to deeper engagement with content.

2. Higher Conversion Rates

The accessibility improvements directly contributed to a higher conversion rate:

Conversion rates increased by 25% after the implementation of accessible design elements on the website. This was largely due to a better user experience for all potential customers, including those with disabilities.

3. Expanded Market Reach

By prioritizing accessibility, Upside Innovations tapped into a wider market, including the disabled community, which often encounters barriers in digital spaces:

Reach in the disabled community increased by over 50%, expanding the customer base and fostering inclusivity.

4. Enhanced Brand Reputation and Industry Leadership

The company's focus on inclusivity significantly boosted its brand image and established it as a leader in promoting accessibility:

Notable increase in positive brand mentions on social media and other platforms, reflecting public approval of their commitment to accessibility.
Recognition through awards and certifications for leadership in accessibility, enhancing its standing within the industry.

5. Improved Customer Satisfaction and Loyalty

The inclusive digital marketing strategy enhanced overall customer satisfaction, leading to higher retention rates:

Customer satisfaction scores improved by 20%, as evidenced by surveys and feedback mechanisms.
Repeat business from existing customers increased by 15%, reflecting higher loyalty due to the positive user experience provided by accessible content and interfaces.

6. Increased Awareness and Advocacy for Accessibility

The company not only benefited commercially but also played a crucial role in promoting accessibility awareness:

Initiated and led industry-wide webinars and workshops on the importance of digital accessibility, influencing other companies to consider similar improvements.
Partnered with disability advocacy groups to ensure continuous improvement and relevance of their accessibility initiatives.

Our approach shows how integrating accessibility into digital marketing strategies not only benefits users with disabilities but also drives substantial business growth and industry leadership. This transformation has set a benchmark in the industry, demonstrating that ethical considerations and business success can go hand in hand.