I used to be able to write a blog post, post it to social media and fill our pipeline with leads
Those days are long gone.
The internet is crowded, commoditized, competitive…and it’s getting harder.
Most clients come to us looking for Facebook Ad campaigns to generate leads. Facebook Ads are highly effective for lead generation, but they don’t work for every business.
Instead, we push our clients to invest in SEO. SEO takes more time, but always provides a 10x ROI in the long run.
This post will chronicle a recent client case study, going behind the scenes to show you the exact strategies used to grow organic traffic and leads over 300%.
Let’s get into it!
Watch the video for additional insights.
As a consulting firm helping students get into the college of their choice, the client needed a steady flow of leads in order to grow.
They hired us to help rebuild their web presence and generate steady, qualified inbound leads.
Every client engagement starts with our proprietary Website Quality Audit, to understand past performance and forge a strategy going forward.
It didn’t take long for us to uncover why their marketing wasn’t producing leads…Content.
While the client was creating content, it was poorly targeted and lacked value to their target audience.
Most of our clients struggle with content – they know they need it, but struggle to understand content’s role in their business.
Content is the vehicle that helps move website visitors into qualified sales leads. It needs to be present at every stage in the customer journey, not just “bottom funnel” content that’s heavy with sales pitches.
Our plan for the client was all about ideating, building and promoting content across all stages of the customer journey.
1. Measurement plan
You can’t scale a marketing campaign without the right data. In order to ideate and build content, we first needed to understand what the “right” content looked like (which current assets were driving engagement/leads).
We created a full measurement plan, mapping out new conversions, user engagement events and content groupings in Analytics to make data driven improvements. We then setup a custom report in Google Data Studio to monitor and track progressions.
2. Content audit
With tracking setup, we began the content audit process to review existing assets and get a handle on how much content was needed to meet their goals.
The content audit uncovered a lot of issues that needed to be addressed during our time together:
3. Content strategy + execution
The fastest turnaround in organic traffic always comes from updating the existing content on a website. However, this is just the beginning – we also need content targeting keywords that are not currently on the website.
This is where a wholistic content strategy + execution plan comes into play. A compilation of existing topics that need updating and new topics that need creation.
For our client, we put together a content strategy that outlined:
The value of this process can’t be overstated. Leads don’t come from theory, they come from execution. Most companies marketing falls short simply because there’s a lack of structure, organization and accountability in their processes.
4. Link outreach
With content creation in full swing, the last step was to turn the website into an authority. This comes from steady, consistent acquisition of authoritative links.
We setup outreach campaigns targeting specific links that we knew would have a high “win rate” for the client:
On average, we acquired 7 links per month during our 1 year working period. The key with links isn’t quantity, but relevance.
Within 6 months of working together the client started to see massive increases in organic visits to the website. We worked with a website design firm to improve the structure of their pages and maximizes conversions. The results speak for themselves – 300% increase in traffic and leads.
If your business needs more organic traffic and leads, you owe it to yourself to have a conversation with us. Book a time to chat and get a free website assessment to uncover what your true potential is.
I’m a data driven marketer who enjoys talking shop, Salsa dancing and 90’s sitcoms. Whenever I'm not maniacally poring over an audit, I’m probably contemplating an intricate strategy to dominate Google while tenting my fingers.Find out more
We’ve helped hundreds of companies get more “ready to buy” visitors to their websites - we can do the same for you.