Published
October 12, 2019
Category
Technology
client
NJ-based company
NJ IT firm scaled growth
01. About the client
O
My client is a prominent IT service provider based out in New Jersey offering strategic managed IT services at the global level to business of different size from vertical markets like Oil and Gas, Health care, Data centers, Food and beverage, etc.
The company has team of dedicated NOC engineers aiming to offer IT support, and a top-notch network monitoring solution to businesses of all sizes.
02. The challenges
Research analysts reported advancement in digital transformation market size, so aspiring IT service providers desired to benefit from growing opportunities. As the world has been increasingly witnessing enterprises and SMBs adopting digitalization at scale, IT companies who are future ready with digital assets are on the winning side of the game.
My client geared up to offer end-to-end solution to the growing businesses seeking evolving technologies in the view of high market potential. To succeed in fast-paced market, where market-dominants take all advantage, a robust and promising inbound marketing strategy should be on priority to take brand awareness of new providers to next level, generating inbound qualified leads.
Key challenges:
- Poor search visibility for transactional keywords
- Landing pages don’t resonate with audience need
- Lack of understanding on how advanced analytics can discover underlying insights and help in user behavior tracking
- Website funnel missing
03. Short-term and long-term goals
Short-term goals
Implementing eNurturing strategy for social and email marketing making demographic targeted audience realize about emerging challenges and engaging prospects through the buyer funnel. This approach helped to build sales pipeline.
Long-term goal
- Build user friendly website with interactive landing pages, blog posts and collaterals that engage audience at different stages of purchase funnel
- Get landing pages and blog posts on top Google search results to improve business footprint, long-term lead conversions
04. Solution
Short-term goals
Implementing eNurturing strategy for social and email marketing making demographic targeted audience realize about emerging challenges and engaging prospects through the buyer funnel. This approach helped to build sales pipeline.
Long-term goal
- Build user friendly website with interactive landing pages, blog posts and collaterals that engage audience at different stages of purchase funnel
- Get landing pages and blog posts on top Google search results to improve business footprint, long-term lead conversions
05. Approach
While I was employed at the NJ-based company for nearly three years, I’ve driven significant amount of business leads from Google top ranking for solution pages, by executing eNurturing course of action and by providing high-quality content to the audience on social platforms. Spearheading a team of five associates, I was responsible for action items timely delivered while without overburdening the team members.
In eNurturing strategy, we outreached audience through email, LinkedIn and Twitter channels with an objective to delight them with high-quality content. The content is curated in a manner that it can be used as an educational tool for the audience and help them to solve their business problems.
I’ve also created Google Adwords Campaigns that have resulted in driving a significant amount of traffic to the website and converting them into leads.
In the holistic implementation, I ensured to executive following key areas:
- Landing pages gain ranking for commercial keywords
- Delight audience on LinkedIn, Twitter while engaging with industry influencers and trending posts
- Tailored messaging strategy for audience in Twitter lists
- Google Ads campaign to convert visitors through retargeting
- Thought-provoking drip email campaigns
06. Results
In a span of six months of running inbound marketing campaigns, the client witnessed significant number of conversions from social media eNurturing and drip campaigns (email automation).
Overall results after one year of aggressive marketing efforts encompassing website revamp, content marketing strategy, etc.
- 90+ MQLs (downloaded collaterals) conversions from Twitter and LinkedIn campaigns. These contacts wanted to learn how pressing IT issues can be proactively addressed with Managed IT Services.
- Got highly competitive transactional keywords in top 3 ranking such as Managed NOC #1, NOC services #2, NOC solution #3, etc.
- 900% increase in overall website visits in 6 months of time, out of total visits social media channels account for 40% visits.
- 130% increase in brand mentions on Twitter alone.