Case Study: A Well-established National Printing Company
A well-established national printing company aimed to boost its online traffic, leads, and sales by 15%. With a limited budget, the client sought to generate 20 solid sales leads per month from their internet marketing initiatives. Their follow-up processes were effective, converting leads from prestigious clients like Lockheed Martin and Boeing into long-term profitable relationships. Previously, the firm relied heavily on an outside sales team to travel nationwide for sales generation, making it challenging to target medium-sized businesses and those located outside major DMAs.
Strategy
Goal: 800% Increase in Qualified Leads
In the realm of SEO, content is paramount. A website enriched with valuable content serves as a key resource. Search engines like Google evaluate and rank websites based on content quality. The client’s website lacked relevant material, resulting in a ranking that fell short of their expectations, often landing beyond page 3 in search results. To combat this, our team launched an aggressive SEO campaign, crafting optimized content and creating an XML article database for search engines to crawl. We identified hundreds of targeted keywords to enhance their online visibility.
Our SEO strategy was multi-faceted, incorporating the optimization of existing pages, crafting keyword-rich articles, and building a comprehensive database. This structured approach provided the client with clear objectives and benchmarks to evaluate the effectiveness of their SEO efforts.
To complement our SEO initiatives, we launched a PPC campaign to quickly generate qualified leads and revenue. Conducting diligent keyword research led to immediate results, bringing in qualified traffic to the website. Ongoing optimization, ad refinement, and A/B testing streamlined the PPC account, making it far more cost-effective than initially anticipated. What began as a temporary solution while SEO efforts took root has now become an integral aspect of the client's marketing strategy.
Challenges
The client aimed to enhance their online presence to drive more sales via the internet while simultaneously reducing travel expenses. They sought to implement Search Engine Optimization (SEO), Pay-Per-Click (PPC) advertising, and call strategies to achieve these goals. Upon evaluation, the client realized they had minimal online presence and tracking capabilities, hindering their ability to optimize their marketing efforts effectively.
Results
The results of the internet marketing campaign were remarkable, exceeding the client’s expectations. Following the initial keyword analysis, 284 keywords with significant search traffic were identified—none of which the client had previously ranked for. The most crucial keywords to target were pinpointed, resulting in page 1 rankings for hundreds of terms, including new keywords identified through PPC efforts. SEO alone generated a steady influx of qualified leads, turning website visitors into potential clients.
Since the optimization process began, the client has experienced a staggering 473% increase in online traffic (unique visitors) and a substantial rise in online sales and lead generation. Instead of the anticipated 20 leads per month, the efforts now yield a consistent 40 to 50 leads weekly—8 to 10 times their original goal.
While enhancing their monthly sales leads, the PPC budget was also reduced by 20% compared to annual projections. Whenever the client faced high workloads, they adjusted their PPC spend downwards, allowing for increased profitability and better growth management. They chose not to replace one of their outgoing salespeople, instead relying on these efforts to fill the gap in leads. Despite economic downturns, the client has consistently broken sales records, achieving no less than four months of record-breaking sales since the marketing strategies were implemented, including their best month in 25 years.
Over the past two years, a strong relationship with the client has also allowed for exploration into niche markets, leading to additional revenue streams. Utilizing CallTrax Plus for call tracking has refined their internal processes for managing leads, ensuring they remain among the best in their industry. This partnership has not only delivered impressive ROI but also enhanced the client’s strategic thinking, helping them sustain their position as leaders in the printing industry.