&Marketing Case Study: Using Organic SEO to Increase Brand Awareness in Saas Marketing

&Marketing Case Study: Using Organic SEO to Increase Brand Awareness in Saas Marketing

by | Aug 19, 2022 | Case Studies, SEO

&Marketing Case Study: Using Organic SEO to Increase Brand Awareness in Saas Marketing

Business Challenge Summary

RB Solutions is a B2B point of sale software service, focusing on the pool and spa and chimney and hearth industries. In late 2019, RB began looking to further its overall awareness in the marketplace and generate leads to advance new business initiatives. More specifically, RB wanted to improve their SEO and develop a longer-term content strategy. At the time, RB already had a blog in place, but they believed those posts were not being leveraged effectively or seen by enough target decision-makers to drive leads. They needed to drive more brand awareness and get more eyes on their content and unique industry offering.

Solution

&Marketing’s SaaS Marketing Approach

Based on the challenge of an insufficient SEO and keyword strategy, &Marketing provided a full Business Intelligence Analysis in order to create a detailed roadmap that would lead them to gain more traction and recognition online within their industry. This analysis outlined the following:

  • Competitive keyword strategy for SEO, content, digital advertising, and social media
  • SEO/keyword analysis to identify words and phrases for focus and to:
    • Identify technical SEO opportunities (i.e. page level SEO)
    • Inform SEO opportunities for content (long tail keywords or ‘people also ask’)
  • Digital competitive landscape for key terms (traditional and nontraditional competitors)
  • Opportunities to differentiate within the competitive landscape
  • Monthly reporting and analytics set up with Google Data Studio and Search Console for monthly analysis and tracking (focused on traffic, SEO, and goal completions)

Based on our Business Intelligence Analysis, we created a monthly content distribution strategy, mapping it on one central calendar, to help grow their brand awareness. The calendar featured SEO optimized content, including thought leadership articles, testimonials, an eBook, a microsite, infographics, etc. to be created and distributed through multiple channels.

We enabled them to lean in on thought leadership, positioning themselves as experts in their field through the use of various pieces of content. Each month we provided two blogs and an email in order to help increase consumer engagement and awareness. This allowed them to compete better against online retailers sharing similar keyword search markets, creating an opportunity for RB to take a bigger share of the online share of voice within their industry.

Results

As a result of these actions, RB saw significant increases in their digital presence, awareness, and overall goal completions. We saw the following outcomes:

  • Goal completions increased from 235% in entirety
  • 2019 to 2021 – 235% growth in lead gen
  • 2019 to 2021 – 100% increase in organic traffic
  • 2020 —> 2019 – 25% increase in traffic
  • 2020 —> 2019 – 6% increase in organic traffic
  • 2020 —> 2019 – 204% growth in lead gen
  • 2021 —> 2020 – 27% increase in traffic
  • 2021 —> 2020 – 88% increase in organic traffic
  • 2021 —> 2020 – 10% growth in lead gen

Are you facing challenges of your own in your SaaS marketing?

&Marketing can help improve your organic SEO strategy and increase your brand awareness through a combination of a comprehensive Business Intelligence (BI) Analysis and robust content marketing plan.

BI helps us get smarter about the strategies and tactics we choose, and how we execute them. It also enables us to demonstrate marketing ROI. You can learn more about BI and how it can revolutionize your marketing strategy by downloading our eBook below.

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Are you facing challenges of your own in generating leads and meeting your business’s growth goals?

We’d love to learn more about your challenges and how a coordinated marketing approach might help take your organization to the next level.

About &Marketing:

&Marketing provides the robust outsourced marketing department growing companies need without the high overhead costs of big agencies or full-time employees. Our variable model empowers businesses to reach their growth goals through access to the guidance and expertise of senior level strategists and a flexible execution team.

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&Marketing Case Study: Using Organic SEO to Increase Brand Awareness for Cello Cheese

&Marketing Case Study: Using Organic SEO to Increase Brand Awareness for Cello Cheese

by | Apr 25, 2022 | Case Studies, SEO

&Marketing Case Study: Using Organic SEO to Increase Brand Awareness for Cello Cheese

Business Challenge Summary

Cello Cheese is a growing brand of specialty cheese that strives to make the category of specialty and artisanal cheeses exciting and accessible to all. In the summer of 2020, Cello Cheese underwent a brand repositioning with the goals of increasing in-store sales, growing brand awareness, and increasing their distribution via an enhanced digital presence.

Cello Cheese had a clear vision of what they wanted for a new and improved website, but they needed food and beverage digital marketing experts to develop and implement an integrated digital marketing strategy that included an upgraded website, focus on SEO, better content, and consistent email marketing.

Solution

&Marketing’s Food & Beverage Marketing Approach

Based on these challenges, &Marketing proposed a two-phase approach to accomplish these objectives:

1) Move all content to a modern WordPress site, with a chatbot functionally and a front end builder to allow future content updates to be made internally by Cello employees. This also included updating the messaging and layout by applying our Storytelling & Branding framework to provide a strong foundation, improve navigation and consumer experience, raise engagement levels, and improve SEO.

2) Create new content targeting Cello Cheese’s target audiences via a
monthly content distribution strategy (accompanied by a content calendar) to grow an active
online community based on data, audience, and market research.

After successfully migrating Cello Cheese’s website from SquareSpace to WordPress, we started phase two with a full Business Intelligence analysis. This work included:

  • Recommendations for adding keywords to web page titles, descriptions, URLs, and on-page content to improve SEO.
  • Identifying highly searched non-branded keywords to incorporate in new content.
  • Identifying opportunities to differentiate Cello Cheese within the highly competitive digital landscape.
  • Setting up monthly reporting with Google Data Studio and Search Console for monthly analysis and results tracking.

Based on our Business Intelligence analysis, we created a monthly content distribution strategy, mapping it onto one central calendar. The calendar featured SEO optimized content recommendations as well as content topics to highlight Cello’s expertise and position them as category thought leaders. This included creating SEO-optimized blogs and sharing them with their target consumers via email to increase consumer engagement and awareness, which served to also make Cello Cheese more competitive against online retailers sharing similar target keywords.

Results

As a result of these actions, Cello Cheese saw significant increases in their digital presence, awareness, and overall goal completions. Results included:

  • 215% increase in organic traffic
  • 214% increase in goal conversion rates
  • 98% increase in goal completions
  • 262% increase in where to buy goal conversion rate
  • 128% increase in where to buy goal completions
  • 48% goal conversion rate for email marketing
  • 14% increase in pages per session
  • 69% increase in average session duration

We built on this foundational work with ongoing support that included quarterly content calendar updates, drafting and publishing recurring content that touched all levels of the sales funnel, writing and designing a downloaded eBook, sending a monthly consumer email newsletter, providing content to update social media channels, and a sharing a monthly analytics report with insights and recommendations on how to improve and achieve their goals on a rolling basis.

Are you facing challenges of your own in your food and beverage marketing?

Want to learn how &Marketing can help you with your organic SEO strategy and overall website enhancements?? Contact us today to chat or download our simple go-live website checklist to support your DIY efforts.

Download Website Checklist

Are you facing challenges of your own in your food and beverage marketing?

Want to learn how &Marketing can help you with your organic SEO strategy and overall website enhancements?? Contact us today to chat about your DIY efforts.

About &Marketing:

&Marketing provides the robust outsourced marketing department growing companies need without the high overhead costs of big agencies or full-time employees. Our variable model empowers businesses to reach their growth goals through access to the guidance and expertise of senior level strategists and a flexible execution team.

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Webinar: 2022 Planning: How to Develop a Strategy that Aligns with your Business Goals

Webinar: 2022 Planning: How to Develop a Strategy that Aligns with your Business Goals

by | Nov 1, 2021 | &Marketing U, Business & Marketing Strategy, Business Intelligence & Analytics, Events, Insights, Marketing Planning & Execution

Webinar: 2022 Planning: How to Develop a Strategy that Aligns with your Business Goals

Written By Dexter Burgess

On

It’s often been said that failing to plan is planning to fail. This adage holds especially true in this current landscape of supply chain issues affecting most every sector, labor shortages, and an ever-changing social media environment.

Watch the 2022 Planning: How to Develop a Strategy that Aligns with your Business Goals Webinar led by Paul Ferguson, Steve Pepe, Tim Walters, Christine Miles, and Rajat Kapur

Watch our webinar to discover planning strategies for the coming year that align with your business goals while learning how to keep an eye on the ever-changing landscape and reinforcing proven business fundamentals.

In this information packed session, our team of experts discussed how to:

  • Discover real pervasive market needs in contrast to ‘one-off’ customer requests that can steal efficiencies in your business.
  • Learn how data can be fully leveraged to be a foundation for modern digital marketing and sales.
  • Garner the power of dynamic websites and the need for SEO that delivers high quality content that provides an influential community for your business.
  • Understand the importance of creating plans for long-term goals while acknowledging intermediate milestones achieved through a number of short-term activities.
  • Revisit the age-old pillars of listening to customers, asking the right questions, and knowing when to scale your team to achieve maximum results.
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About Paul Ferguson

Marketing Director Paul Ferguson helps clients develop fully integrated marketing solutions that make impressions and drive results. Whether it be design-oriented campaigns or digital market execution, Paul skillfully creates strategies to effectively reach client’s desired audiences.

About Steve Pepe

Steven Pepe is a marketing expert who has studied more than 30 audiences over his marketing career. From pumpjacks to ultrasounds, his focus is on communicating value propositions that resonate for the B2B customer. He is the Vice President of Global Marketing for Oliver Healthcare, a leader in packaging for medical devices and pharmaceuticals.

About Tim Walters

Tim Walters is the founder and CEO of BoomCloud Consulting. Through his passion for sales and helping companies grow, he created BoomCloud to provide outsourced sales services for small to mid-sized businesses. His firm is expert in designing sales strategies to help grow, scale, and generate more revenue for their clients. Prior to this, Tim brings 12 years of successful B2B sales experience working for Sabre, IBM, ADP, and Nestle.

About Christine Miles

Christine Miles is the founder and owner of EQuipt, a consulting and training business for medium-sized to Fortune 100 corporations. Considered a world-renowned expert in the field of listening differently, Christine also hosts the number one business radio show on the East Coast, Executive Leaders Radio, and is the author of What Is It Costing You Not to Listen, and the co-author of The Art of the Nudge. Christine is the creator of The Listening PathTM, a game changing approach to transform how people listen, empathize, and understand.

About Rajat Kapur

As the Founder and Managing Director of &Marketing, Raj strives to provide growing businesses of all sizes unparalleled marketing strategy and execution services. Raj brings two decades of professional experience in marketing, sales, and strategy development experience spanning B2B and B2C Fortune 50, mid-sized, and startups.

 About &Marketing U

&Marketing U is a modern marketing course for busy solopreneurs and one-person marketing departments. This course provides all of the marketing tools, education, and accountability you need to grow your business, all in one place and for a fraction of the cost of hiring an agency or new employees.

 About &Marketing

In today’s fast paced world, many growing businesses are struggling to modernize their marketing approaches because either they don’t have the expertise or the bandwidth to do it themselves.

&Marketing provides seasoned marketing strategy professionals and a nimble execution team to help our clients achieve their goals. Our unique partnership model allows us to augment our client’s existing teams or outsource the entire marketing function in an affordable, flexible, and transparent way.

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Leveraging Marketing Tech to Streamline Your Marketing Just Got Easier – With &Marketing U

Leveraging Marketing Tech to Streamline Your Marketing Just Got Easier – With &Marketing U

by | Jul 7, 2021 | Business & Marketing Strategy, Events, Insights

Leveraging Marketing Tech to Streamline Your Marketing Just Got Easier – With &Marketing U

Written By Dexter Burgess

On

As you grow your business, it’s likely one thing has become clear — you need a strong digital presence and marketing strategy that works for you and doesn’t take a ton of time and energy away from you. After all, you need to be able to focus on what you’re good at.

On the surface, having an online presence and a process for attracting and converting new customers might seem simple. But when you dig a little deeper, the overwhelm sets in and you start asking yourself…

  • What’s the difference between a web host and a website builder?
  • What’s a CRM?
  • How do I keep track of all of my leads?
  • How can I make emailing everyone on my list easier?
  • Is there an easier way to follow up with people who are interested in my offer?

Whether you have a website you love and are looking to up your game in other areas of tech, or you just started going digital and have no idea where to begin, be on the lookout for these traps that are easy to fall into.

  1. Choosing the wrong website platform.It’s hard to tell the difference between them all, but depending on what your business goals are and how you plan on using your company’s website, a wrong decision here can make everything else much harder.
  2. Not implementing a CRM when you need it.A CRM, or Customer Relationship Management software, makes building and nurturing relationships with your ideal audience easier. You might think you don’t need one if you’re a small shop, but if you don’t put this in place before your leads get hard to manage, you’re in for trouble.
  3. Not automating some of your emails.You might think you can keep up with your standard newsletter, welcoming new people to your list, follow-ups for form fill outs, etc. without automating anything because it feels less personal. But there’s a way to set it up so that it feels authentic and allows you to stay connected with people without those emails getting lost in your to-do list.
  4. Leaving other helpful tools on the table. High converting landing pages, call tracking software, web form integration tools — all of these might sound foreign to you, but if you write them off before you understand them you’re bound to regret it later.

If this all sounds familiar, don’t worry. You’re not alone. The good news is that with the right education and setup, you can:

  1. Select the website builder that’s best for your business. No more wondering if you should have chosen WordPress over Squarespace.
  2. Understand if you need a CRM and what you need it to do.There are standalone systems and platforms, these aren’t one-size fits all softwares and we can show you how to make the right decision for you.
  3. Set up email automation that feels authentic and makes your lead nurturing easier. All email service providers (ESPs) are not created equally, and you don’t always need all the bells and whistles.
  4. Feel confident you’re leveraging all the tech available to help you grow your business.From CallRail to Zapier, be informed enough to know if you need it.

Sound like something you’d like to implement? Our &Marketing U team is ready to show you how.

 About &Marketing

In today’s fast paced world, many growing businesses are struggling to modernize their marketing approaches because either they don’t have the expertise or the bandwidth to do it themselves.

&Marketing provides seasoned marketing strategy professionals and a nimble execution team to help our clients achieve their goals. Our unique partnership model allows us to augment our client’s existing teams or outsource the entire marketing function in an affordable, flexible, and transparent way.

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How to Improve Your Google Search Ranking in 5 Simple Steps

How to Improve Your Google Search Ranking in 5 Simple Steps

by | Dec 4, 2020 | Business & Marketing Strategy, Business Intelligence & Analytics, Insights, Marketing Planning & Execution

How to Improve Your Google Search Ranking in 5 Simple Steps

Written By Dexter Burgess

On
Search engine optimization is an essential aspect of helping your business grow. On average, the first five results on Google receive 67 percent of clicks, so it’s tough to get website traffic when you’re sitting way back on page five. You want your site to be one of the first results a potential customer sees when they perform a search looking for a solution to their problem. Here are five ways to improve your Google search ranking and boost your business growth.

How to Improve Your Google Search Ranking

1. Utilize Tools to Track Your Site Activity

Google has helpful tools that will provide you with insight into how your site is performing. Google Search Console and Google Analytics (don’t miss the brand new GA4) collect your website activity to give you data you can use to improve your SEO. You want to know how many visitors you are bringing in, who they are, and how they engage with your site to determine how to attract more of those visitors and get them to stick around and convert.

There are other tools available that will help you track your site’s progress against your competitors. Find the ones that will work best for you and keep an eye on your site’s performance. We recommend Uber Suggest and SEMRush (both have free tools). If you notice that your site is not performing as well as you’d like, you can use these tools to start troubleshooting possible SEO problems.

2. Check Your Site’s Structure

There are certain links you should look for in your website’s structure. Double-check that all pages on your website are in HTTPS. Search engines prefer HTTPS pages over HTTP for security reasons, and if you are still using the latter, it could cause you to fall out of Google’s good graces.

You’ll also need to find and fix any crawl errors — you can use some of the tools we mentioned above to help identify these. Crawl errors occur when a search engine’s bot cannot access a page. Ensure that all of the links on your site lead to actual pages and make sure to have a customized 404 page that will still send visitors where you want them to go if they stumble onto a bad link.

Once you have ensured that all of the pages on your site are active and available, you can create a sitemap. A sitemap is essentially a list of the pages on your site. You can submit it to Google to improve your search engine ranking.

3. Create Good Content

While there are ways to improve your SEO without changing your content, a surefire method is creating high quality content. Create content for actual humans with a search engine in mind, not the other way around. 

You should know what your audience is looking for so you can answer the questions they are asking. Are they looking for a certain product or service? Do they need assistance with an issue? Whatever it is they are looking to find, you want to provide it for them — just like we wrote this article for you. 

Content naturally will become out of date as time passes. Stay on top of your content to increase your site’s traffic. Search engines prefer accurate and timely information, and they could pass up your site in favor of one with more current content.

Along with updating information, you should also remove anything that does not add value. Perform a content audit and get rid of any irrelevant content that you find. You want your audience to enjoy visiting and interacting with your site, and part of that is ensuring that your content is worthwhile. Google is incredibly smart and learns what your site is about so it can recommend it to others. If you have irrelevant content that could prevent Google from figuring out what topic your company is an expert in, they won’t recommend you.

4. Utilize Keywords & Incorporate Them Into Your Page Titles and Descriptions

Keywords are an essential part of SEO. When searching for specific terms, engines will match sites with those same keywords. With the right keywords, you can make sure that users find your site as a straightforward and clear solution to the problem  they are searching to solve.

Identify your key terms. These are your most searched keywords, and their use can help your site rank highly. Additionally, you want to find your long-tail keywords. They deliver a higher conversion rate, but they can be more challenging to work into your site’s content as they are not searched as often.

An effective way to look at where you can improve your keywords is by creating a keyword map. It can help you find where you need to add, optimize, or change content to fit more keywords.

5. Check Your Site’s Performance

There are a few different aspects of performance you should check to make sure your website is functioning properly and meeting Google’s standards. 

  • Ensure that Google Search Console has indexed your site (you should already have this tool from back in step 1). If not, it will not show up as a result at all, meaning no amount of SEO improvement will help because Google doesn’t recognize you. You can also check for site duplicates. If more than one version of your site is indexed, your data can become split across them.
  • Check your site’s speed. Pages that do not load within a few seconds are usually abandoned, and Google will track when users leave your site quickly. Keep visitors on your site by ensuring it has a fast loading speed.
  • Make sure that your site is mobile-friendly. Nowadays, Google factors in how your site looks and feels on mobile when considering site ranking. Even if they did not, you want visitors to be able to access your site on different devices.
  • Review your Google Analytics data often. Monitoring your goal completions, traffic, and more popular pages will help you understand what kind of content is performing well and what you should adjust, remove, or add.

Final Thoughts

Search engine optimization is an important part of driving traffic to your business’s website. The higher you rank, the more visitors will be able to find you With these five tips, you can easily improve your Google search ranking, enhance your SEO, and bring in more customers. 

Data is one of the key components to optimizing your website for Google, and there are an infinite number of dashboards, programs, and tools to help you sift through and interpret data. With the right strategies and tools, you can transform into actionable insights that serve as your marketing roadmap. Download our Business Intelligence eBook to learn more about this process and how it can help you grow your business.

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About Dexter Burgess

Marketing Manager Dexter Burgess takes the lead on implementing new tactics and promoting change through data-driven strategies. Dex works hard at client relations through consistent communication and positive feedback, never settling until the customer is understood and happy.

About &Marketing

&Marketing provides the robust outsourced marketing department growing companies need without the high overhead costs of big agencies or full-time employees. Our variable model empowers businesses to reach their growth goals through access to the guidance and expertise of senior level strategists and a flexible execution team.

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