Global Business Services Company Use HubSpot CMS to Grow Digitally in Multiple Markets Before Acquisition

One of the key considerations when rebuilding Tricor's website on HubSpot CMS was to create a user-centric, conversion-focused website that would appeal to people at every stage of the buyer's journey. Our team started by understanding the keywords that drove existing traffic to their website and then understanding visitors' intent based on these keywords. We found that most of the keywords were location-specific such as 'starting a business in Singapore', 'business services Australia', 'business expansion Hong Kong'.

We designed and developed a location dropdown front and centre on Tricor's homepage that would lead them to location-specific pages with more information on their business expansion services. The dropdown significantly shortened the user journey by allowing them to directly navigate to the place they need to be from the homepage without overcomplicating the menu bar. Each location page headings and content was keyword-optimised in English and Chinese and had its own HubSpot form. We had a floating CTA for general inquiries on the homepage and one for scheduling a sales call via the HubSpot meeting scheduling tool. 

Tricor had market-specific websites that were hosted on WordPress. To strengthen SEO, we helped them migrate their Indonesia and Korea websites to HubSpot with a subdomain. We did keyword research by location for each subdomain and translated each page to the local language. We created a process whereby the blog page on the subdomain pages would lead to market-specific content hosted on the Tricor domain. Having subdomains by location for Tricor was helpful, as it allowed Tricor's market-specific team to have control over their branch’s site. 

Migrating over 1,000 web pages required a lot of planning to develop their site architecture that has flexibility in making edits quickly. Using HubDB, we developed several dynamic pages such as team member listing pages, location pages, case study pages and career listing pages. This allowed us to edit backend information quickly, all in one location.

The case study page in particular features multiple dropdown filters which allow visitors to quickly and easily filter with 'live' results below.

The Oxygen team helped create keyword-focused, relevant content, which has helped establish Tricor online as a trusted source of information. Tricor has content for almost anyone with webinars, blogs, case studies, news insights, etc. One of the critical factors that set them apart is their strategic use of gated content which has helped them attract high-quality visitors and convert them into leads and customers.

Although webinars are part of Tricor's inbound marketing strategy, it deserves its own shoutout as it was one of the best inbound tactics implemented. When COVID-19 first hit, Tricor saw an opportunity to move further in the digital space and explore how to take advantage of webinars for both prospects and existing customers. 

Oxygen helped integrate Zoom with HubSpot using Zapier to sync over webinar registration details. From there, we took advantage of everything HubSpot's marketing hub had to offer, creating webinar landing pages, pre and post-webinar emails and webinar lead nurturing emails. Via this integration, we could segment contacts in HubSpot based on registration and attendance details so we could send follow-up emails. 

Each office location had its own page with its HubSpot form to track leads by location better. This made it easy to view key data like form submissions by location. Using workflows, we could change key properties like lifecycle stage and contact owner, which was previously all done manually by the Tricor team. We also created lead nurturing workflows by sending relevant brochures and content based on their location and service interest.