299% Increase in Website Traffic
SEO-DRIVEN CONTENT STRATEGY
PROBLEM: Plancorp website traffic was stagnant and needed a boost
As part of the 'funnel fix' phase of our 6-month marketing plan, we analyzed existing content and conducted keyword research to identify gaps and opportunities to optimize existing content.
From there, we developed strategic Content Pillars and built a Topic Library to share with internal content contributors. In tandem with contributed content, we set out to create and publish at least 2 articles per month to fill content and keyword gaps, which led to nearly a 3x increase in traffic over the next 12 months, primarily driven by organic.
87% More Qualified Leads
PAID MEDIA & LEAD GENERATION PROGRAMS
PROBLEM: Plancorp wanted to generate more quality business leads
To target higher value leads, we restructured the paid media program, improved 'new contact' workflows and revised existing email nurture campaigns. We established prospecting and retargeting segments and aligned campaigns to meet contacts where they were in their journey.
We also optimized landing pages and updated email copy and creative to better sync with journey stages.
This multi-channel approach to core inbound efforts led to the 299% increase in traffic (mentioned above) and, more importantly, an 87% lift in Marketing Qualified Leads (MQLs) — initiating 32% more business opportunities.
$1.2M in New Pipeline
B2B PRODUCT TO MARKET CAMPAIGN
After years of successful business growth in the direct-to-consumer segment, the product team at Fitzgerald reorganized its 120+ course library into a revamped University solution called Amplify. Fitzgerald engaged me to architect a multi-channel go-to-market campaign and develop the campaign assets to introduce Amplify. Even when scaling back channel plans, the campaign generated $1.2 million in pipeline.
9.8% Conversion per Touch
STRATEGIC PARTNERSHIP PROMOTION
Fitzgerald has a long-standing relationship with the National Organization for NP Faculty, which has a membership comprised of our target audience. We designed a simple, and repeatable, digital campaign to leverage a monthly sponsored email communication. In it, we offered NONPF members a free Fitzgerald course and asked them to opt in to receive additional marketing communication from us. We successfully converted 9.8% of members and 8% of this segment has gone on to engage with our Business Development team.
REFERRAL MARKETING PROGRAM
Word of mouth remains one of the most powerful marketing tools for any business. To capitalize on organic referrals, we evaluated options and selected Talkable as our referral marketing partner for its plug-and-play technology platform and customer success team to augment our high-performing internal team. In its first three months, the pilot program generated $75k in incremental revenue for two of Colibri's real estate brands. By adopting best practices, we scaled the program to over $260k in incremental revenue the following quarter, which accelerated customer acquisition (a KPI for the real estate business). The program continues to generate value and fuel growth for Colibri's growing family of brands.
219% Revenue Lift
AUTOMATED DIRECT MAIL PROGRAM
Technology is an incredibly valuable tool, especially when you pair it with customer data to deliver a personalized and synchronized experience. With a robust HubSpot ecosystem in place, we added a layer of customization to a customer retention campaign. The layer included a series of personalized emails, a personalized landing page (a "PURL") and a personalized letter or postcard. The personalized group generated more than double the revenue than what the control campaign returned. Proof there's power in personalization.
38.9% Conversion Rate Improvement
LEAN PLAN ENGAGEMENT + QUICK FIXES
Claim Academy engaged us to evaluate digital activity and deliver a 90-Day Plan that identified 'quick wins' alongside infrastructure needs, i.e. an SEO-friendly website and integrated tech stack. We immediately restructured HubSpot with custom lead status and deal stages for improved visibility, delivered a new framework and messaging for paid media, and enrolled known prospects into a simple email nurture campaign — leading to nearly a 40% lift in applications within one month.
Plancorp, a financial services firm
Fitzgerald Health, an education partner for NP and NP Faculty
MoreAble, a sales acceleration partner
Plancorp, a financial services firm