Lead Generation

Successful Online Lead Generation: 17 Case Studies

We learn a lot from businesses that are successfully generating new leads and growing their businesses online. Virtually all of the successes in the case studies below come from businesses using measurable processes that can be repeated buy others.

In just a few minutes, you can learn the problems confronted by other businesses, and their solutions, and results. URWA Consulting has compiled a review of 17 case studies showing how Denver and national businesses are succeeding online. The common thread with all of these businesses is that they correctly identified their top customers, their goals and their key challenges. Then they developed and implemented creative solutions with measurable performance metrics.

While there are hundreds if not thousands of marketing agencies and experts that promise to help you, almost all of them want to sell you their services. As you review the problems, solutions, and results for each company below consider if you want to be sold a service or hire a firm to solve your problem(s). If you prefer the later, fill out the contact request form, and one of our managing partners will contact you within 24 hours, if not that same day.

LOCAL: Denver and Colorado

CASE STUDY #1

Company Type: HVAC Company

Location: Denver

Problems

Very few online leads
Website results not measured
Marketing results not effectively measured

Solutions

Website redesign
New mobile website
SEO via website, blog, and social media
Content development
Email marketing campaign

Results

235% increase in website traffic
400% increase in website service requests form submissions
20% increase in sales revenue

CASE STUDY #2

Company Type: Moving Company

Location: Colorado

Problems

High conversion cost $271
Low number of online customers; 9 in 90 days
High cost per click from paid search; $14.03
Low click-through-rate; 0.22%

Solutions

Paid search program revision including;

Keyword review, revision, and expansion
Geo modification of campaign
Negative keywords added
Day parsing added
Mobile device targeting

Results

Cost per conversion lowered to $87
34 conversions in first 30 days
Click-through-rate doubled
Cost-per-click reduced to $13.16

CASE STUDY #3

Company Type: Jewelry Company

Location: Denver

Problems

Not showing up on Google maps for important searches
Established jeweler with limited visibility
Few online reviews

Solutions

Reviewed and updated directory citations
Replaced Google Places listing to Google+ Business page
On-site SEO

Results

Currently ranking for 18 of 20 keywords
Ranking in top 3 for 90% of local keywords
500 additional customer actions tracked per month on website
114 customer reviews added

CASE STUDY #4

Company Type: Tree Service

Location: Denver

Problems

Low sales; $50k annual revenue

Solutions

Website redesign
Onsite keyword optimization
Google Places optimization
Google Analytics
Paid search
Developed Facebook and Twitter profiles

Results

Sales increased to $1 million in 5 years
200 to 300 monthly leads during season

CASE STUDY #5

Company Type: Clothing retailer

Location: Ft. Collins

Problems

Website visits were from branded search terms including the company name
Company did not rank on first five pages for any keywords

Solutions

Built unique product landing pages
Conducted outreach to industry bloggers

Results

$500,000 generated in incremental revenue from organic searches
36 keywords on Google page one search results

NATIONAL

CASE STUDY #1

Company Type: Software Sales

Location: Lexington, MA

Problems

Marketing a product in a new category
Target market was smaller businesses

Solutions

Redesigned website as a destination for best practices and advice
Created new content, including; webinars, white papers, blog, tips, etc.
Captured leads through online registration forms

Results

Paid search dropped to 35% of traffic from 75%
Achieved page 1 ranking on Google for top keywords
Email achieved 14% open rate

CASE STUDY #2

Company Type: Networking Equipment Testing

Location: Austin, TX

Problems

No established reputation
No reputation
Limited budget
Target audience resistant to marketing

Solutions

Public relations – shorter press releases with more links to website content
Reputation tracking and management
Social engagement with new posts and conversations
Blog to break new stories
Twitter posts
LinkedIn group creation
Implemented measurement metrics

Results

10, 230 blog views in 90 days
280 twitter followers
155% increase in unique website visitors
55% of new leads from website, 45% from trade shows, email and seminars

CASE STUDY #3

Company Type: Accounting

Location: Boston

Problems

Firm still relying on traditional marketing; print advertising and direct mail
Marketing costs were expensive
Lead generation results were becoming less effective

Solutions

Redesigned website for lead capture and a new CMS
Added new tips, best practices, and articles customized for prospects
Built online tools with registration for use
SEO
Engaged in social networks on LinkedIn
Tracked standard metrics; unique visitors, page views, referring sites, keywords

Results

Increased website leads from 0 to 15 per month
Website traffic increased 68%
Achieved page 1 Google rankings for top keywords
Blog drives 4% to 5% of website traffic each month

CASE STUDY #4

Company Type: Automotive Group; 11 dealerships

Location: Richmond, VA & Florida

Problems

Limited lead generation
Low website usage

Solutions

Multiple new websites

Results

Reduced website investments by 34%
Increased website leads across all dealers by 19%
Reduced cost of website lead by 45%

CASE STUDY #5

Company Type: Lawn Care

Location: Virginia

Problems

Limited lead generation
Low website conversion rate

Solutions

Customer research
Competitive research
Website reorganization; including new landing pages
New content

Results

38% in online conversions

CASE STUDY #6

Company Type: Home Care

Location: Virginia

Problems

Low website engagement with high bounce rate

Solutions

New website
New geographic landing pages
SEO

Results

93% increase in organic website traffic
Online conversions increased by 90%

CASE STUDY #7

Company Type: B2B – White Label Vitamins

Location: Not reported

Problems

Wanted an increase in organic website traffic

Solutions

Customer buying cycle mapping
SEO: Keyword research
Develop problem solving content
Social media; Google+ and LinkedIn
Content marketing; how to guides and blog posts

Results

23% increase in organic traffic
79% increase in conversions from website visitors to leads
Improved rankings for top keywords from page 3 to page 1 on Google

CASE STUDY #8

Company Type: B2B – Online Medical Equipment Sales

Location: U.S. and UK websites

Problems

Low brand awareness
Expand top of funnel leads

Solutions

Expand target audience
SEO
Content marketing; including blog and product comparisons
Social media engagement
Facebook

Results

30% increase in organic traffic
Social fan base grew to over 200,000
Increased social shares on new content to 250-320 per month

CASE STUDY #9

Company Type: B2C – Gourmet Coffee Sales (retail and E-commerce)

Location: Miami, FL, Costa Rica, Peru, & Chile

Problems

Low conversions to orders on website
Lower value of website orders than at retail
Low repeat online customers

Solutions

Redesign website for an improved customer engagement and conversion
Visual search added to website
Recommendations based on customer segmentation
SEO

Results

18% in website conversions
15% increase in average online order value

CASE STUDY #10

Company Type: Media Company

Location: New York

Problems

Email problems including being blacklisted

Solutions

Clean company email database
Re-engage remaining contacts
Segment list
Optimize templates for mobile devices

Results

Open rate increased by 60%
Traffic to website increased by 90%
Online revenue increased by 8%

CASE STUDY #11

Company Type: National Retirement Communities

Location: 303 U.S. Locations

Problems

Confusion over product and services

Solutions

User website testing of primary customer persona; 50 to 65 year olds
Redesign website to a responsive design
Implement a Care Questionnaire
New creative added to website and other marketing
Paid search
Customized Email marketing

Results

20,000 completed questionnaires in 10 months
63% completion rate on questionnaire
4% increase in website conversion rate from leads to residents
12% increase in website leads
8% increase in leads from advertising linking to the questionnaire

CASE STUDY #12

Company Type: Nursing School

Location: Florida

Problems

Google Panda update caused a decrease in ranking on organic search for almost all key words
Multiple websites with duplicate content

Solutions

New, location specific websites
Keyword research
SEO

Results

95% increase in organic traffic within 10 weeks after launch of new websites
76% increase in conversions from organic traffic
74% of important keywords increased in rankings

These case study reviews were compiled from multiple sources by URWA Consulting. They are updated as new case studies become available for review. If you have specific questions about any of the studies, or would like to speak with one of our Partners, please call (303) 223-4988, or chat with a live representative immediately at www.urwaconsulting.com.

Simple Steps to Identify Your Most Valuable Customer Types

Generating a return on your marketing investment starts by knowing which customer types generate the most revenue and profit.

Once you know your top customer types you can map their buying cycles. With knowledge of their buying cycles you will know exactly when, where, and how to provide information that helps them make decisions, and influences them to transact business with you.

STEP 1: IDENTIFYING YOUR TOP CUSTOMERS

Identify your top customer types by organizing information about them into four categories;

Background
Demographics
Behaviors
Financial situation

Now, start gathering the following information for each category:

Background

What is their job title?

What is their profession?

Is there anything common about the type of work that they do, or the profession they are in?

Do they have white or blue collar job?

Are your best customers highly educated with advanced degrees, college graduates, street wise, tradesman, or something else?

Demographics

What is the age range of the top 1%, and the top 20% of your customers?

What is their gender, or percent male versus female?

Are they typically married or single?

Do they typically have children; how many?

Where do they live, work, and shop?

Are they more often retired, working, or students?

Do your customers have common ethnic backgrounds?

Behaviors

What are your customers’ key buying factors; price, convenience, service, quality, value, warranty, trust, or something else?

What are the top three reasons that your customers buy from you instead of a competitor?

What are your customers key concerns?

What problems are your customers trying to solve?

Do your customers often buy companion products?

Do they shop from home?

Do they require assistance when shopping?

Are your customers catalogue, discount, or coupon shoppers?

Do they have a lot of product knowledge?

Are they online savvy?

Do you have any clue how much free time your best customers have, and/or what they might do with it; travel, relax, read books, watch TV, cook, etc.

Do they take an annual vacation?

Financial Situation

Do your customers have high paying jobs?

Do they own at least a part of their business?

What are they willing to pay for your product(s) or service(s)?

What is the estimated average annual household income for the top 20% of your customers?

Do they own their own home?

Do they own a car?

Do they own a vacation home, or property?

If you’re having trouble answering the questions, here are some tips for getting started;

Look through your past customer information.
Call them if you need to.
Call both good and bad customers.
If possible, conduct research on both good and bad customers (phone calls, surveys, focus groups) if need be.
Conduct 3 to 5 interviews for each customer type.
Send an email survey, and offer a free gift card or otem for its return.

Once you’ve identified your top customer types, you can start mapping their buying process to find places where you can provide helpful information that influences their purchasing decisions.

Next Article: STEP 2: Mapping Your Top Customers’ Buying Cycles and Behaviors

Not So Simple Truth About New Patient Marketing

URWA Consulting helps with New patient marketing for medical and dental practices — Successful new patient marketing off

If you’re not getting a consistent flow of new patients from your online marketing start helping online searchers find and use the information that they want. A 2015 Harris poll shows that patients want the following services from medical practices:

Online scheduling.
Email contact with doctor(s) for emergency questions.
Insurance coverage information.
The doctor’s time during appointments.
Online access to test results.
Telehealth visits.
Patient portals to retrieve and exchange information.
Medication, treatment, and appointment alerts via text.

ATTRACT THE RIGHT PATIENTS FOR YOUR MEDICAL PRACTICE

Any medical practice can generate a consistent flow of new patients. Start by identify your best patient types, and then focus your marketing on helping them find answers to their questions and meet their needs.

Sounds simple enough; right? Not so fast.

GET YOUR MEDICAL PRACTICE FOUND

In order to help anyone, they’ll have to find you when and where they’re looking. That’s where it gets a little more complicated.

You only get found online when you have the right content, credibility, and authority that the search engines value. When your content is fresh and relevant, and it solves problems or provides answers for searchers, the search engines will want your content higher in their results lists.

Credibility and authority are established through relevance, accuracy, consistency, and time. Search engines and patients want to know that information that they find about you no matter they find it is accurate.

Start by reviewing and updating the medical practice directory listings. Then, work to increase and optimize 3^rd party content, or what others say about you and your practice. Include patient reviews, insurance provider information, and aggregator websites.

At the same time, work on making the content on your website, useful, diverse, and easy to use. Content on your practice website can include unique landing pages related to the patient preferences from the 2015 Harris Poll, and helpful information like staff bios and contacts.

Authority and credibility are established over time. So work on the elements above over time. Getting found online is a dynamic, ongoing optimization process when it’s done well.

GET YOUR PRACTICE CHOSEN

Once your content is visible to searchers you need them to click on it. If you don’t have the content that they want, your best prospects are likely to choose another medical practice to schedule their first appointment. Using headlines with clear benefits increases click through rates, and including patient benefits and contact information in landing page SEO helps ensure that searchers see what you want them to.

ENGAGE MEDICAL PRACTICE WEBSITE VISITORS

After search engine users convert into website users they must be engaged through your website. Start by making information about becoming a new patient impossible to miss on your landing pages, and provide one-click links to that page and other core patient services. Add new patient and onboarding forms where they are easily accessible. Immediately start establishing your physicians’ credibility and trustworthiness with Physician and Staff Bio’s, including their practice responsibilities. Make all of your practice benefits easy for website visitors see and learn about, as quickly as possible.

If you practice isn’t already offering a patient portal and mobile applications to make it easier for patients consider how offering those services will impact your ability to engage and ultimately convert website visitors.

CONVERT WEBSITE VISITORS INTO NEW PATIENTS

Make it easy and obvious. Practices that use their websites and offer mobile applications that make it easy for patients to get what they want will convert more website visitors and leads into patients. The easier and quicker you get website visitors what they want, the more you’ll increase conversion rates to patients. Make it easy for patients to contact doctors, handle emergencies, schedule appointments, review records, manage medications, and pay bills, and conversion rates will increase.

—

By Warren Kolber, URWA Consulting Managing Partner. URWA Consulting helps businesses and professionals of all types optimize their digital marketing. The company is based in Denver, CO.

Generating the Right Leads: 6 “Do-It-Yourself” Steps to Success 100% of the Time

The amount of information online has changed the way people buy. In all industries, for all types of businesses, buyers are now much more self-directed. Today, buyers learn about any product or service without leaving their home, and long before they transact business. When a potential buyer contacts your company or goes to your website, they are already informed about your business, and your product(s) and/or service(s).

This single change makes it critical for marketers to accomplish the following six goals to ensure that new buyers are always finding and engaging with your business;

Learn your best lead and customer types.
Get found by searchers.
Be chosen by potential buyers.
Engage prospective buyers by helping them make buying decisions.
Convert potential buyers into customers.
Maximize the value of each customer and earn new buyers.

Learning Your Best Lead and Customer Type(s)

Just because someone is searching for your type of product or service doesn’t necessarily mean that they are a good prospect or customer. Understanding your best leads starts by identifying your best customer types, and then mapping their likely buying journey. This is so important that we have posted a separate article showing the steps for identifying customer types, and mapping their buying journey(s).

Get Found by the Right Searchers

According to Google Chairman Eric Schmidt, from the dawn of man until 2003 about five billion gigabytes of information was created. Today, that much new information is created roughly every two days. The primary objective of every major search engine is to provide the best results to the searcher. They use complex formulas to identify the content that provides the best results. That content can be website pages, video, social media posts, photos, lists, audio, articles, and more. Marketers want their content to be so valuable to searchers that the search engines want their content to be available to searchers.

Marketers and business owners can’t just create new websites and content and expect to be found. They have to create the right information, and ensure that it’s available in the right places at any time to even have a chance of being found. Creating the “right information” is discussed in the sections on engaging and converting buyers. Ensuring that the right information is available is the first step to getting chosen by searchers.

Be Chosen

Every search engine results page offers the searcher approximately 20 to 25 different listings to click on. There can be paid listings at the top and on the right, mapped listings, and free or organic listings at the bottom; see the “Google Search Results Page Example” on next page. Searchers click on a listing or call the listed business because they expect to have a need met or a problem solved. You can help the search engines display information about your business like a phone number, address, or a special offer that meets the searchers needs by understanding basic search engine optimization (SEO).

Engage Prospective Buyers

People must have a reason to stay and take additional action once they’re arrived at your website, mobile app., or content. If you consider the typical marketing funnel, you can drive new leads through helpful content like offers and eBooks. Website visitors will be more engaged when you are helping them solve a problem, find answers to important questions, or you are providing them with resources that move them deeper into their buying journey. If you’ve successfully mapped your top customer types and their buying process, you can build your engagement with them and influence their decisions with the right content, resources, offers, and support.

Convert Buyers into Customers

The rubber hits the road when a website visitor is engaged enough to leave you some personally identifiable information like their name, email, or even phone number. This allows you to continue to build your relationship, and turn website visitors into manageable leads and new customers. Expert marketers know that they have to make it easy for people to get what they want. Stay away from long forms, and make sure that phone numbers, email, links, offers, and calls to action are impossible to miss and you’ll be on your way to converting more website visitors into customers.

Maximize Your Customers’ Value

Once you have a new customer, you have an opportunity to ensure that you are meeting their needs successfully, find out what else you might do to help them even more, build the relationship, and earn more business and referrals. This is one of the easiest to implement yet overlooked areas of lead generation. It often starts with a simple thank you for doing business with us. Then extends into questions like, did we do a good job, what might we have done to better meet your needs, what type of support and service do you need now, would you like to receive helpful updates and/or special offers, etc.

Following these six steps will take your marketing to new heights, and generate more high quality leads than ever.

Additional Resources

Marketo: The Definitive Guide to Lead Generation

Hubspot: Lead Generation Playbook

URWA Consulting: Free Consultation: (303) 223-4988

NEXT ARTICLE: The Right Leads and Customers: Shows you the steps for identifying your best customer types in less than 30 minutes.

URWA Consulting

Category: Lead Generation

Simple Steps to Identify Your Most Valuable Customer Types

Not So Simple Truth About New Patient Marketing

Generating the Right Leads: 6 “Do-It-Yourself” Steps to Success 100% of the Time

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