Grow Customer Acquisition & Reboot Digital Marketing
A ground-breaking product had lost steam since its introduction. Existing lead generation programs weren’t performing. Lack of internal resources and expertise had hampered the growth of the digital marketing program to the point it was turned off. The directive we were given: improve position in organic search, increase number & quality of pay per click leads, reduce the cost of lead acquisition and grow paying customers by 25% in 6 months from start.
An in-depth digital marketing program audit was executed to assess current program status, weaknesses and opportunities. To deliver an immediate boost to visibility and lead generation, the PPC program was completely overhauled. Key activities included refocusing the customer acquisition strategy, campaign reorganization, extensive keyword expansion, landing page optimization and keyword level bid optimization. Our attention was then shifted to search engine optimization. Key activities to launch the SEO effort included: a detailed audit & competitive analysis. Data was utilized to support persona development and customer journey mapping which then drove keyword targeting, content strategy, link building & site usability improvements through site redesigns.
Impact for Client
Under the Matters Group (formerly Confluence Digital) management the paid search lead acquisition cost was cut by 60% beating the client’s target by 30%. In turn lead volume increased 90% in the first 2 months, 140% by the anniversary of the program and by 600% at 2 years. Fun fact: the Marketing Director who brought us on board was promoted twice during our tenure to become one of the few female technology CEOs in the Seattle area in part to the growth she engineered with our assistance.