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.

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.

Business Challenge Summary

Our client is an addiction recovery center dedicated to improving the delivery of vital services which include drug and alcohol rehabilitation and treatment. Before engaging &Marketing (pre-pandemic), the center wanted to enhance its online presence and messaging to more closely connect with its audience and simplify the process of seeking help as much as possible. Driving more consistent leads would also reduce fluctuations in staff workload to provide a better overall patient experience.

The center’s website was already optimized well for SEO but was outdated in terms of user experience and engagement. In addition to updating the site, the client wanted the capability to monitor their automated Google Ads and use that data to make incremental improvements. They also wanted to create and execute a clear plan of action to retain close connections with past graduates, so they began searching for a partner that could help them reach these goals.

Additionally, the pandemic accelerated the already growing mental health crisis in the United States. Those populations at highest risk for addiction grew as rates of stress, alcoholism, and drug abuse soared. According to the American Medical Association, in December 2020 more than 40 U.S. states saw increases in opioid-related mortality along with ongoing concerns for those with substance use disorders. A reporting system called ODMAP shows that the early months of the pandemic brought an 18% increase nationwide in overdoses compared with those same months in 2019. It’s also likely that the total impact of the pandemic has on this industry will not be known for decades to come.

Major life events are often triggering for those coping with substance use issues. Through our discovery work with the center, we learned that these events often drive one of two parties to take action: either the person facing addiction or a loved one seeking help on their behalf. Each group has unique needs, so it was important to create campaigns that are helpful to each.

Because of the high urgency of need paired with growing search volume, it’s also important to top the first page of Google search results to reach audiences that need assistance. With only ten spaces available on the first page, this can be challenging. We took a 3-prong approach, including:

• Search Engine Optimization
• Google Ads
• Google My Business / Google Maps (especially helpful to this industry because most searches are focused on a localized area)

&Marketing’s Approach

&Marketing guided the client toward improving their results in five steps:

1. We conducted a Business Intelligence analysis of their current SEO, digital advertising, social media, and content marketing practices.
2. We implemented the strategy and tools required to continuously improve Google Ads paid search campaigns, offering a more dependable way to reach the client’s audience.
3. Using that data, the team generated comprehensive messaging and value propositions to provide a strong foundation for building marketing assets. We helped the center update its website with improved visuals and messaging, applying our Storytelling & Branding framework and letting the data guide further optimizations.
4. We also recognized the opportunity to improve local SEO and organic reach by improving the client’s Google My Business reputation. The center had positive but infrequent reviews, so the team ran campaigns to encourage alumni to add new Google reviews and made review requests part of the graduation process.
5. To build on relationships with potential patients and alumni, we developed a content calendar and email marketing campaign with two blogs and one email per month. Email content focuses on driving traffic to the blogs, highlighting employees to offer their expert insights into the recovery process, and driving awareness for upcoming events or newsworthy items.

Results

1. Putting a strong foundation in place for building marketing assets, the process is less daunting and more repeatable and reliable.
2. With Google Ads monitoring and optimization in place, the client now has guideposts to help them set and reach progressively higher goals.
3. The freshly updated website puts a working tool in their hands that allows them to become a better resource for their audience.
4. Improved engagement with alumni through content and a clear call to action to leave reviews has created a better Google My Business reputation and increased their organic reach, which is the primary source of their traffic. The positive reception to review requests was a pleasant surprise that the center didn’t expect.
5. The client has benefited from an overall incoming traffic increase of 96%.

By the numbers:

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.