CONTENT MARKETING. Case Study

Transcription

1 CONTENT MARKETING Case Study A case study of how content marketing increased relevant website traffic and improved inbound lead generation for a B2B logistics provider. // info@bopdesign.com //

2 THE SITUATION: Increase Website Lead Generation A B2B global logistics provider approached Bop Design to create a custom SEO and content marketing strategy that would position them as a thought leader in the logistics industry and prompt website conversions. The ideal target market was small business decision makers that ship between 5 to 300 containers a year and do not employ an internal logistics department. To reach and attract their target market, the logistics firm was interested in strategies to boost the rankings of the existing WordPress website and increase client acquisition by using the website as a lead generation tool. 2

3 SITUATION SUMMARY A B2B logistics provider was looking to harness their existing website to increase new client leads. THE APPROACH: A Customized SEO & Content Marketing Strategy After an evaluation of the existing website for the logistics provider, Bop Design determined that a multichannel approach would be the best fit to properly position them as a thought leader, increase brand awareness, improve the website s rankings with search engines, and to enhance lead generation. 3

4 1STEP On-Site Optimization The first step in the multichannel approach was to build a customer search engine optimization strategy for the existing website. Bop Design s SEO Manager and Lead Developer performed a detailed SEO audit of the existing website, completed keyword research based on the client s input, and detailed an on-page optimization strategy. The new SEO strategy included drafting and building up to 8 new website pages (including the homepage) that were optimized and drafted to attract search engines and the target audience to the website. Additionally, all of the existing web pages on the site were optimized with updated page titles, header tags, and the optimal keywords for ideal prospect s search terms. 4

5 STEP Paid Ads & Content Strategy Launch After the website was updated with the newly crafted content and optimized according to the SEO strategy, Bop Design launched the ongoing content strategy to drive paid and organic traffic to the website. 5

6 Editorial Calendar PPC Campaigns Previous to working with Bop Design, the logistics provider had managed paid pay-per-click (PPC) ad campaigns using Google AdWords, without seeing quality results. The PPC Manager at Bop Design took over the AdWords account for the logistics provider, evaluated previous campaigns, and implemented new campaigns based on the SEO strategy. The primary focus of the PPC campaign in AdWords was to drive relevant, quality leads to the logistic provider s website, while adhering to a defined budget. In addition to launching new ad campaigns, Bop Design wrote, designed, and built new landing pages for each of the main ad campaigns to maximize lead conversion. Retargeting Ads In addition to the PPC campaign to attract new visitors to the website, Bop Design also designed and launched retargeting ads. The purpose of the retargeting ads was to keep the logistics provider top of mind for website visitors who already showed interest by showing display ads that were consistent with the branding and messaging on the website. Along with the paid ad campaigns to drive traffic and stay in front of website visitors, Bop Design introduced a content marketing strategy to build on the recent SEO strategy implementation. The strategy was driven by the main keyterms from the SEO strategy and was outlined in a custom editorial calendar drafted for the logistics provider by Bop Design. The Content Marketing Director at Bop Design worked closely with the team at the logistics provider to create a calendar of monthly topics that included both evergreen topics, topics to establish them as a thought leader, and topics to help nurture leads at every stage in the sales process. 6

7 Optimized Blog Posts + Guest Blogging Outreach With the custom editorial calendar in place, Bop Design s copywriter held monthly calls with the various subject matter experts at the logistics provider to create unique blog posts. In addition to posting the optimized blog posts on the logistics provider s website, Bop Design also did guest blog outreach to qualified industry publications to increase the logistic provider s thought leadership in the industry, reach a new audience of potential clients and earn relevant, quality backlinks to the logistics provider s website. Digital Content Pieces To further enhance the thought leadership of the logistics provider and capture more potential leads via the website, Bop Design began drafting and designing premium digital content pieces in the form of educational guides that were available for download from the logistics provider s website. The educational guides were designed to attract prospects and capture their information through a form prior to getting access to the guide download. Newsletter Once the unique blog posts were drafted, optimized, and published to the logistics provider s website or on the industry publications, Bop Design designed and put together a monthly newsletter to send to prospects and clients of the logistics provider. The goal of the newsletter is to increase traffic to the blog posts, stay top of mind for existing clients and increase retention, showcase their thought leadership, and provide additional touch points for the sales team. 7

8 THE NUMBERS AT A GLANCE*: INCREASE IN WEBSITE TRAFFIC 21.43% Increase in traffic from new users 12.12% Increase in average session duration 59.24% Increase in organic traffic (from 9,098 visits to 14,488 visits) ORGANIC LEADS (does not include phone calls as they cannot be tracked) PPC LEADS 93 Website leads (form completions) 34 Phone calls from ads via website 15 Phone calls directly from ads 25 PPC Landing page leads (landing page form completions) 8

9 THE RESULTS INCREASED TRAFFIC AND LEAD GENERATION The traffic to the logistics provider s website continues to climb from the day the SEO and content marketing strategy was implemented. Since partnering with Bop Design, the traffic to the logistics provider s website has increased by 20%, with a 21% increase in new users and an increase of 12% in the average session duration, showing that the visitors are more engaged with the website and staying for longer periods of time. One of the most telling metrics is that the organic traffic to the logistics provider s website increased by almost 60% in the time since the content marketing strategy was launched. Over the course of seven months, the logistics provider received 53 trackable organic website leads. This does not include any calls from organic visitors as there is not currently a way to track those phone calls. The traffic from the PPC campaign was down by almost 50% once Bop Design took over the AdWords account and implemented the new ad strategy. The PPC Manager for Bop Design has continually worked with the logistics provider to streamline the ad spend and refine the strategy to maximize the campaign budget. The results have been phenomenal with over 167 trackable PPC leads for the logistics provider, which includes 49 phone calls from potential clients. The guest blogging outreach was also a success, earning the logistics provider prominent article placement in reputable industry publications such as California Apparel News and American Shipper. Two other placements have been secured, but the articles have not yet been published. *Numbers are based on the website traffic from August 1st 2017 March 15th, 2017 compared to August 1st, 2015 March 15th, Bop Design began working with the logistics provider on July 1,

10 THE ONGOING STRATEGY: Continuous Content Marketing At the time of publication, the logistics provider is seeing great results from the content marketing strategy and is dedicated to continue partnering with Bop Design creating content, refine the PPC ad strategy, evaluate efforts, provide feedback on the leads generated, and implement any necessary strategy changes. The goal of Bop Design is to continue maximizing the lead generation capabilities for the logistics provider and to continually attract the ideal target audience to the website. 10

11 HAVE QUESTIONS ABOUT CONTENT MARKETING? WE HAVE ANSWERS - CONTACT BOP DESIGN TODAY //