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Lead generation through better content |
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An accounting firm had become frustrated with traditional search engine optimization techniques and asked us to implement new lead generation tactics.
The firm was committed to using the web to generate leads. Yet, qualified lead flow was at an all time low – less than one lead per month per sales person. The Client’s goal was one highly qualified inquiry per week per sales person. A qualified inquiry was defined as a business owner or key executive seeking retained accounting services.
Working with the Bradley Wiltjer Marketing Group, the Client implemented an overhaul of its lead generation processes that reduced the total amount of unqualified web traffic yet quadrupled the number of inbound qualified inquiries. This was accomplished using the following process:
- Measurement: before starting anything, agreement on specific goals and objectives was reached. These discussions reviewed past efforts, and future expectations, customer targets, typical sales cycle, budget, measurement and anticipated results.
- Competitive analysis: The Client’s competitors were quickly profiled to understand their core selling strengths, web strategies and lead generation strategies.
- Comprehensive marketing and website integration: a complete analysis of the web site allowed a better understanding of the site, the business and helped us quickly identify and fix critical issues. A graphic and copy refresh of the site was also performed. The Client was re-positioned as the company business owners should use when they want to “keep more” of the money they make.
- Content strategy: based on the idea that the Client’s prospects use the web to find information, we developed a series of content rich articles and submitted those articles to various web-based and traditional niche publications. These articles were picked up and syndicated across the web. The result was a large quantity of highly relevant inbound links sending traffic to the firm’s site.
- Offline strategy: printed copies of the above articles plus a combination of sales letters and paper mailings was developed to reinforce the overall message and positioning.
- Paid Search Marketing: using Google AdWords, we developed a pay for performance campaign focused on relevant keywords. This campaign continues to generate very qualified traffic.
- Conversion: converting site visitors to inquiries was critical. We designed a call to action that effectively converts eight percent of all incoming visits to inquiries (where we capture email address).
- Email Marketing: all incoming inquiries are moved to a house list for use in a newsletter and outbound appointment setting campaign.
The process that BWMG used with this Client mirrors the approach we use with other online and offline lead generation efforts. This approach is founded in our core belief that good content is the key to making your marketing messages drive sales results.
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