Increasing Leads by 102% in 18 Months. Inbound Marketing Case Study: Digital Telepathy

Transcription

1 Increasing Leads by 102% in 18 Months Inbound Marketing Case Study: Digital Telepathy

2 Table of Contents 1. Executive Summary 2. About The Client 3. Marketing Challenges 4. How We Helped 5. Customer Results

3 Executive Summary Digital Telepathy hired 41 Orange in April 2014 to help turn around their falling blog traffic, as well as help boost the number of generated leads on their blog. Our main objectives were establishing a stronger content strategy, promotion plan and thought leadership program. Digital Telepathy is a user experience and product design shop located in San Diego. The company had been blogging for years, with very little aim other than to drive traffic. When 41 Orange was brought in, leadership decided to see if they could turn up the volume of traffic, drive more targeted traffic and ultimately boost brand awareness. 41 Orange has a dependable partner and an integral part of our marketing team. Their strategic guidance and operational support has helped us conceive and execute a winning content strategy that has dramatically increased our brand reach. With help from 41 Orange our blog has traffic has increased over 200% and our sign-ups have increased 6x in 18 months. They understand our business and our audience. Brent Summers, Director of Marketing

4 About Digital Telepathy Digital Telepathy is a user experience (UX) and product design firm. From marketing websites and web app design, to product design and experience design, DT focuses on creating experience that engage users and deliver results. Their iterative design process called Objective- Based Design delivers high-quality design that helps businesses scale. DT has worked with such well known brands as Lean Startup, New Relic, Pivotal, Bullet Proof, and 4-Hour Work Week.

5 Marketing Challenges & Opportunity Digital Telepathy was entering a growth spurt and was ready to turn up the heat and bring on bigger, better clients. As a medium sized agency in a very large pound, DT needed to stand out from and look as big as the multi-city competitors playing for the same business. DT had been blogging for many years, sourcing content from their team mostly about design and UX practices. The problem was this content was bringing in a practitioner audience, many of whom did not identify as being in a leadership role. They needed to shift their content focus and come up with more reliable ways to get their content in front of their right audience. They also wanted to grow their blog audience by reaching people who didn t already know about their services to position themselves as a UX thought leader.

6 How We Helped 41 Orange became an integral part of Digital Telepathy s small marketing team to strategize, implement, iterate and measure an Inbound Marketing program to attract prospective customers, convert them to leads, and come up with strategies to turn those leads into sales.

7 How We Helped That Inbound program was broken down into the following ongoing, monthly services: Content Strategy SEO Support Gated Resources Content Promotion Monthly Measurement Contributed Content

8 Content Strategy & Promotion The foundation of a strong inbound marketing program is know how to write valuable content for your audience and how to reach that audience with your content. Content Audit Content Strategy Promotion Plan We kicked off our relationship by auditing DT s blog content and analytics to understand what was working, what wasn t, and where we should go to attract prospective clients. We helped realign their content strategy by establishing what they should be writing about. This is something we looked at any time we wanted to push to the next level. From there, we established a promotion protocol, including where, when and how they should publicize their content, this included social media, forums and curators who would get them in front of the right people.

9 SEO Support While promoting content helps bring immediate eyes to content, long term growth is achieved through incremental increases in organic traffic. 41 Orange assisted in the SEO optimization of new blog content by researching topic demand and competition via Buzzsumo, and keyword traffic using Google keyword planner to be sure articles had search potential.

10 Content Promotion Writing content is just the tip of the inbound iceberg. To drive traffic, we needed to make sure that people actually read our posts. We established a promotion protocol, including where, when and how they should publicize their content, this included social media, forums and curators who would get them in front of the right people. Forums and lists, like the one to the right, became top traffic drivers for newly published posts. Twitter and LinkedIn were also large traffic drivers for leads.

11 Contributed Content Once we dialed in content that DT s audience was looking for, 41 Orange and the marketing team decided to expand DT s readership by posting on prominent online business and UX publications. We worked directly with members of DT s leadership and marketing teams to brainstorm, ghostwrite and pitch articles for publication.

12 Gated Resources Offers (ebooks, checklists and other types of resources that provide value to potential clients) are a company s secret weapon when it comes to lead generation. As part of Digital Telepathy s ongoing content strategy, 41 Orange assisted in the production of gated resources, while DT designed the downloadable content.

13 Monthly Measurement We re a big believer in gathering data and understanding the forces behind results, and so is Digital Telepathy. As part of our ongoing retainer, we provide monthly insights on site traffic trends and performance, social media performance, referral traffic, and more. The more we know about what is driving traffic, the more levers we have to pull to make a bigger impact.

14 The Results With these activities, Digital Telepathy s website traffic steadily increased. They captured more leads and subscribers faster than they ever had before. Increase in website leads in 9 mos. Increase in organic search traffic in 18 mos. Increase in Website Sessions in 18 mos.

15 The Results +232% increase in web traffic

16 The Results 310% Increase in Traffic from Organic Search The increase in Organic Search traffic is a strong indication that Digital Telepathy s context is being indexed by Google and being found by relevant audiences.

17 The Results Baseline for Traffic Has Moved Over a period of 18 months (in blue) the baseline for traffic completely moved from the previous period. DT had more website traffic, more page views, greater time on site and a slightly lower bounce rate all good indications that content is on point.

18 Are You Ready for Growth? The Inbound Marketing program we put in place for Digital Telepathy has opened up doors to drive more business through their website. The same principles can be applied to bring dramatic growth to your company, too. Contact Us: