Internet Marketing Case Study Higher Page Rank – More Quality Leads

Getting found on the web for more relevant keywords generates more leads for your sales funnel. Read our Internet marketing case study on how the Find and Team helped a B2B client do just that.

The focus of this case study centers on a B2B enterprise-level technology manufacturer serving a global customer base. A typical sale exceeds $100,000 with the sales process often entailing a 6 to 18 months sales cycle. For more detailed information on this Internet marketing case study, please contact us.

Internet Marketing Case Study

Client Objective – More Revenue Through Online Leads

The client’s Internet marketing goal was to be found on the Internet more frequently and generate more quality leads for the sales department so that the outcome of their sales funnel resulted in more closed sales.

Internet Marketing Challenges

Find and Convert’s Internet marketing mission was to help this client improve competitive and strategic keyword rankings, lead quality, generate more leads and improve brand awareness in the process. Consistent page one rankings in Google was a measurement goal of their Internet marketing success plan. At the time this client engaged Find and Convert, other than ranking for their company name their best Google page ranking was for two highly competitive keywords that ranked consistently at the bottom of page two. They just couldn’t get to the top of page one and stay there for both of these two highly competitive keywords, which was very important to their goals.

As a B2B company, their marketing staff was limited and therefore, Internet marketing efforts were previously inconsistent. We had the duel mission of achieving their objectives with limited budget and internal marketing bandwidth.

In terms of competition, the client competes against several mid-size companies as well as a well-known global IT corporation with a much larger Internet marketing staff and budget.

Internet Marketing Strategy

We created a very targeted list of highly competitive keyword themes along with a limited list of slightly longer tail keywords to keep the client focused on specific content. We implemented a blogging strategy with a minimum of one SEO optimized blog post per week. Their pay-per-click advertising budget fluctuated so we kept Google Adwords campaigns and ad groups focused in support of their targeted keyword strategy.

To increase the volume and improve the quality of Internet marketing leads, Find and Convert recommended a lead nurturing budgetary pricing solution that allowed the client to qualify a lead prior to submitting a predetermined estimated quote. This simple 4-step process engages potential customers early in the sales cycle, reduces response time, and results in improved lead quality for their sales funnel.

We also implemented a social media strategy that targets engagement with people in their industry. We continue to assist them in its execution and content sharing as it fits their employee’s bandwidth.

Internet Marketing Case Study Results

In the past the year, the client has gained 82 page one rankings. Of these, four of their 13 position one Google rankings are highly competitive industry keywords. Their organic keywords which drive visitors to their website have grown to 233 with an equivalent monthly savings of almost $8,000 when you compare this organic traffic to a pay-per-click campaign. Their improved page rankings contributed to a 53% increase in overall web traffic with a 62% increase in organic traffic and a 46% increase in referral traffic. Their improved online discoverability, along with increases in quality lead generation has been a significant contributor to their continuous quarterly sales gains of 30% to 40% over the previous year.

The success in their Internet marketing strategies has encouraged them to increase their budget for expanded Internet marketing initiatives, expand their social media activities and integrate the sales team into more of their Internet marketing campaigns.

We can not disclose the name of our client in this Internet marketing case study to protect their identity from competitors. Please contact us if you would like more information about how we developed this marketing strategy if it is relevant to your situation.