Painless Processing was performing only link building and losing traffic and leads month over month. Google´s updates, along with their lack of content creation and social media engagement, caused management to change strategies.
Using HubspotHubspot provided a picture of traffic sources, keywords and referral websites which immediately determined that referral sites accounted for 30% of their business and 70% through organic rankings.
Reallocated RecourcesWith a paid campaign yielding zero results, those resources were moved to other paid advertising avenues and call tracking was set up. This allowed us to account for all incoming leads.
Converted Website to WordPressWe converted the website to Wordpress and the blog to Hubspot’s COS, allowing for client to easily add and edit content and meta data. We implemented the Growth Driven Design methodology and altered the website design on a quarterly basis versus once every 3 years.
Created Buyer PersonasUsing the Inbound Methodology, target customers and niches were identified. Content was created around personas, offering content potential customers wanted to read vs. producing content just for Google indexing.
Created a Focused Content ProcessA list of industry sites, competitor blogs and RSS feeds was collected for content curation and ideas for trending topics and news. Learning more about what the market was doing helped adjust their business strategy.
Created a Journey MapUsing the Inbound Methodology we created a journey map using surveys for the unique buyer personas of the customer identifying new content opportunities.
Created a Targeted Social Media CampaignBy creating a targeted social media calendar for Facebook, Google+, Twitter, and LinkedIn, we were able to increase engagement to the relevant personas and acquire followers, business partners and link opportunities.
Implemented PPC using Inbound MethodologyWe implemented Pay Per Click (PPC) on Google Adwords, LinkedIn and Facebook. On Google, we setup Image Ads and Text ads on both the content network and search network. We implemented a remarketing strategy and tracked conversions down to the campaign level. For LinkedIn and Facebook, we sponsored content and ran text ads targeting people by their demographic with known buyer personas. For these PPC campaigns, custom landing pages were designed using best practices.
Tracking the Sale & Closing the LoopWe gathered all sold deal data and updated customers as sold within Hubspot to understand successful marketing campaigns and collateral that generated revenue. By closing the loop, Painless and Rizen is better able to understand profitable revenue sources.
Community OutreachRizen researched the different communities that Painless Processing would benefit from. We found countless LinkedIn Groups, Facebook Groups, Forums, Question and Answer sites and Websites/Blogs and engaged the communities providing content that the buyer personas were looking for.
Email MarketingRizen executed two email marketing campaigns targeting specific customers for a unique offer generating several qualified leads.
By implementing an Inbound Marketing strategy using the marketing automation software Hubspot, Painless Processing began to see a marked improvement after just 3 months. Overall leads increased by 30% and organic site traffic began to double as the blog content drove 50% more traffic month over month.
Now Painless Processing plans to increase their marketing investment and will also be implementing Salesforce with Hubspot integration.