Challenge:
The Construction Consulting Associates (CCA) website is CCA’s primary driver for lead generation. Upon the initial site launch in late 2015, CCA experienced decent website traffic in 2016 but much of that traffic was not converting into sales leads.
Solution:
BKM Marketing developed an integrated marketing plan for 2017, targeting content, email outreach and search programs - in conjunction with event marketing - to their 4 key personas.
Program Elements:
- Content Creation and Promotion: Thought leadership content posted through the CCA website and promoted through social channels
- Organic Search: Maximizing top-performing keywords and content through focused SEO efforts
- Email Marketing: Drive new site visitors through pre- and post-event and conference sponsorship outreach, and reengage past site visitors with targeted content based on their expressed interests
Results:
CCA experienced significant traffic and sales lead growth in 2017 over 2016:
- 59%/month increase in total site traffic
- 66%/month increase in organic search visitors
- 73%/month increase in direct traffic
- 88% increase in total site visitors
- 217% increase in lead growth
- 103% increase in blog post views
