ELEVATING VISIBILITY FOR LEAD GEN

DIGITAL MARKETING
b2b tech lead generation

THE CHALLENGE

INCREASING VISIBILITY IN A NOISY, CROWDED WORLD

The days of handling paper-based applications is over. Whether the forms are for scholarships, grants, internships, community surveys, data collection and reporting—you name it—application management has gone digital. SmarterSelect makes it simple to create, manage, deploy, analyze and evaluate online applications—all without bogging an organization down in complicated technology. 

Despite the universal need for SmarterSelect’s services, owner Robert Davis was perplexed. The company’s new website was attractive, yet it received few visitors or service inquiries. The company didn’t appear on any first-page search results. And when it did appear on later pages, it brought the wrong kind of traffic. It was as if no one could find them online at all.

When Davis attended the 2015 Grow with HubSpot event in Dallas, Texas, he heard panelist Scott Baradell of Idea Grove speak about how inbound marketing and tools like HubSpot help solve that very problem. After a one-on-one discussion, Davis engaged Idea Grove to increase traffic to SmarterSelect’s website, both through SEO and PPC campaigns.

THE SOLUTION

USING SEO TO GROW THE RIGHT TRAFFIC 

The Idea Grove team took a multi-pronged approach to SmarterSelect’s traffic conundrum. First it performed keyword research for the industry and customers SmarterSelect wanted to attract. Besides providing a list of the optimal keywords to target, it also recommended how to apply it across the website copy and meta data. Combined with making the site responsive to all devices and browsers, this would signal search engines that SmarterSelect’s website is relevant for the actual terms prospects search for.

Besides optimizing SmarterSelect.com for search engines, Idea Grove saw more opportunities to grow the company’s traffic and customer satisfaction:

  • Leveraging Capterra, a directory of software companies that ranks highly for the same keywords, provides Davis with a steady stream of qualified leads.
  • Sustained blogging keeps the websites content fresh and its keyword density high.
  • Using a more robust CRM, HubSpot, provides sales reps with deeper, contextual insights on each lead, thereby improving the sales process.
  • Integrating live chat into the website promotes engagement by offering help and answering questions on key pricing pages.
  • Launching and optimizing pay-per-click search advertising on Google, as well as a remarketing campaign, regularly provides SmarterSelect with more qualified leads.

In short, Idea Grove’s approach was to not only increase traffic to the website, but also to keep the prospects interested for the long term.

ROBERT DAVIS

SMARTERSELECT / OWNER

"Listening to Scott [Baradell] talk about using SEO and HubSpot to increase web traffic and leads told me he knows how to get results. A year ago, we weren’t even showing up on our prospects’ radar. But today, thanks to Idea Grove’s efforts, search engines consistently put us on page one, not just once but multiple times. It’s made a real difference in SmarterSelect’s lead generation, too. With the increased traffic, we’re now swamped with demo requests. It’s been a real pleasure working with the Idea Grove team.”

Testimonial

THE RESULTS

OPTIMIZING SEO YIELDS SOARING RANKINGS AND LEADS 

Idea Grove’s SEO recommendations and ongoing blogging caused SmarterSelect’s keyword search ranking and traffic to soar. From having no first-page search mentions at all last year, the company now appears in the first page of search results for 30 relevant keywords. What’s more, SmarterSelect now ranks for 28 other important keywords in pages 2-10 which has the potential for even greater improvement in the upcoming months.

The best part? The new rankings are all for keywords that draw highly-qualified traffic to the company’s website. Overall traffic to the website is up 18 percent over last year, and organic traffic is up a staggering 55 percent. As a result of Idea Grove recommendations, the average monthly requests for product demonstrations have soared by 313 percent. 

b2b tech lead generation firm

FROM ZERO TO 30 PAGE-1 SEARCH RANKINGS

ORGANIC WEBSITE VISITS JUMPED 55 %

PRODUCT DEMO REQUESTS SOARED 313 %

CONTACT US TODAY TO LEARN HOW WE CAN WORK TOGETHER