B2B Tech Company
SEO, MARKETING, PUBLIC RELATIONS, WEB MAINTENANCE
THE CHALLENGE
In marketing, not every client wants to be known so we’ve removed the names of the client at their request. However, we both agreed the data was too good not to share.
In its early stages, an Atlanta-based technology company focused on development of software to automate processes. As the B2B company continued to evolve, other meaningful technologies were developed by the company forcing them to reconsider their strategy and market focus. However, as the technologies shifted – and target markets changed – helping search engines understand this shift was a challenge.
Working with a variety of agencies, the company worked to shift their focus from marketing and content production from one industry to another. The target audience, marketing language, and even keywords had changed in a meaningful way. The client’s agency partners were struggling to find success. Forum Communications was hired to audit the efforts of these partners to ensure that their existing agency partners were making the right decisions for their organization and to optimize the company’s lead gen efforts.
There were a few significant challenges found within weeks. First, the agency managing paid search was overspending in programmatic advertising and reaching beyond the scope of their target audience. While the ads were generating significant amounts of traffic, none of the traffic converted. Second, efforts to tackle high-level terminology in their new industry was elusive. Given search engines understanding of the website, significant effort was needed to help “transition” the site to be more focused on their new industry and related terminology.
HOW WE HELPED
First, the Forum digital team made some significant changes to the company’s paid search strategy. The changes were focused on limiting impressions while maximizing conversions.
The second challenge was related to organic search. While their prior service line was still offered, it was no longer the primary focus of product and software development. The keywords for the prior service line were “messy” as searches for terms related to the service could be focused on both individuals or organizations. The company only worked with organizations. In addition, terminology regarding their new service line often leaked into the medical and healthcare industry. Their services were not focused in medical nor healthcare industries so we’d need to build a B2B strategy that allowed us to reach our target but limit overreach.
THE RESULTS
Within the first month of our efforts, we were able to better manage paid search spend and reduced non-converting traffic by 95% while increasing the goal conversion rate by an incredible 733%.
In terms of SEO, we anticipated a drop in total website traffic with the shift in service terminology. Searches related to the company’s prior service line had a high bounce rate and less propensity to become a meaningful lead. In 2022, while website traffic did decrease 30.73% for the year (which was anticipated), we saw a 40% reduction in overall bounce rate (the number of people visiting one page of the website and leaving) and an improvement of goal conversion rate by 81.85%!
As 2022 went on, and our search marketing efforts became fruitful, Forum became more integrated into the company’s marketing effort across channels building account-based marketing strategies for target audiences, assisting with event marketing and even taking over website maintenance and public relations for the growing company. Those results were quite fruitful, helping the company meet lead projection goals through the majority of 2022 AND even getting a few national public relations hits in industry and technology publications ranging from major target industry publications to TechCrunch.