Chaney Marketing Group Helped Client Increase Visits From Search by 1053 Percent
Bizzuka, a web design and development company based in Lafayette, LA, turned to Chaney Marketing Group for help in crafting a content marketing strategy. The results of our efforts paid off in spades. The company has seen growth in organic search traffic by a phenomenal 1053 percent.
1. We Started with Strategy
To achieve these results we created a strategy that involved the following steps:
- Identify key marketing messages the company wanted to communicate;
- Develop Bizzuka target audience personas;
- Determine content themes and topics based on target audience needs and interests;
- Align content with the purchase journey and sales cycle;
- Determine content types;
- Assign measurable objectives and ways to track performance against those objectives.
We worked with Bizzuka to identify the goals the company wanted to reach in terms of traffic and multiple measures of conversion, choosing aggressive but attainable numbers.
|Graph represents the daily number of visitors to the Bizzuka blog from search engines only. Visitors increased 1053% during the period Nov 2012- Nov 2013 (6,783) over previous period Nov 2011- Nov 2012 (588)|
2. We Targeted Specific Keywords
We researched highly-trafficked keywords related to Bizzuka’s business and developed a thematic framework for creating content around them.
An online search implies a need for information. Our research on people’s needs allowed us to craft useful content that answered their questions and provided them value.
3. We Determined Content Types
The main channels used to create content were three Bizzuka’s blogs. One focused on practical marketing how-to tips, another shared company news and information, and a third focused on business leadership and innovation. In addition, we created a white paper and ebook, which were distributed through the website and social media.
4. We Set Up a Content Calendar
Calendaring provided Bizzuka with the opportunity to serialize posts over a period of several weeks based on a few major themes, which are divided into more specific, keyword-oriented topics.
5. We Increased Post Volume
Because blog posting was a key to Bizzuka’s success, increasing post volume from one to 12 times per month resulted in the majority of traffic growth.
6. We Identified Others Who Could Create Content
At the outset, 90 percent of the content created was written Chaney Marketing Group. Over time, we were able to incorporate posts from Bizzuka employees, along with guest posts from influential, well-known digital marketing experts. This served to further amplify the level of production.
Reaping the Rewards of Increased Traffic
While earning higher traffic as a result of a strategic approach was a win, it was not an end in itself. In order to provide the greatest benefit, an increase in traffic had to result in a higher number of conversions, with the endgame being to generate revenue.
(In Bizzuka’s case, “conversion” consisted of completing a form, which enabled the company’s salesforce to engage a prospect in person.)
The good news is that the massive traffic increase lead to a 566 percent increase in leads over the previous year – an all-time company record.
And once customer lifetime value and recurring revenue were factored in, inbound leads for 2013 contributed nearly $500,000 to Bizzuka’s revenue.
Creating a strategically-focused content plan combined with an increase in production of high-quality content targeted to the needs of its target audience certainly paid off for Bizzuka.
Contact us today to learn how we can achieve the similar results for your business.