Directive Consulting Case Studies
- 2. TABLE OF CONTENTS Introduction Success Stories By Vertical Hardware SaaS eCommerce Software Manufacturing Professional Services 02 08 20 26 32 36
- 3. RESULTS SPEAK FOR THEMSELVES We believe that data-driven marketing shouldn’t be confusing. Every company should know what works for their campaigns in order to make more ROI-driven decisions. At Directive, we not only craft customized campaigns for your unique marketing objectives - we exceed those objectives and truly revolutionize your digital presence. We pride ourselves on the comprehensive and in-depth nature of the campaigns we build. From the outset - we prioritize transparent and accurate tracking to get the best picture of how campaigns are performing. Then we develop a custom strategy to address any existing pain points and improve moving forward. From technical optimization and keyword research, to lead generation and content calendars - we mean it when we say “comprehensive search campaigns for industry leading B2B firms.” Garrett Mehrguth CEO & Co-Founder Directive Consulting 01 Introduction
- 5. GPS Trackit is a sub-company of Global Tracking Communications, Inc. They own, write, and operate software aimed at providing ways to optimize business. The hardware and software are designed to streamline fleet management and GPS tracking for delivery and distribution businesses looking for a more granular picture of their drivers and routes. 04 Hardware SERVICE: SEO, PPC, Content STRATEGY: Restructuring Site Architecture for Ranking & Conv, Build Long-Term Resource Hub, Custom Landing Pages GOAL: Drive ROI via SEO and PPC
- 6. ORGANICTRAFFICVALUE INCREASE IN ORGANIC TRAFFIC VALUE 546% $17,000 Organic Traffic Value represents how much you would have to pay in Google Adwords to show up for a set of keywords. You want this number as high as possible for relevant searches, as it shows you how much people are willing to pay to generate the traffic you are getting for free. We drastically increased this metric for GPS Trackit. START OF DIRECTIVE’S WORK $2,636 $4,504 JAN 16’ MAY 16’ MAR 17’
- 7. THE APPROACH RESTRUCTURING SITE ARCHITECTURE FOR RANKING & CONV. We restructured their site architecture to improve keyword rankings and create a user experience that encourages conversion. BUILDING ON COMPETITIVE ADVANTAGE WITH COMPREHENSIVE SEARCH CAMPAIGNS By improving keyword performance for their most profitable search queries, as well as targeting those same queries with paid ads, we generated initial traction with early stage leads. MULTI-CHANNEL CONTENT MARKETING STRATEGY FOR LEAD GENERATION We developed a multi-channel content marketing strategy to post and promote content organically and via social media to generate demand. SEO • Perform extensive keyword research • Fix technical SEO issues • Optimize on-page SEO PPC • Restructure Adwords account structure • Build custom landing pages based on top Ad groups • Unique keyword targeting CONTENT • Rebuild resource hub • Create 6 relevant pieces of content • Promote content via social media channels 06 Hardware
- 8. INCREASE IN PAGES RANK IN TOP 3 +50 INCREASE IN ORGANIC VISITS 78% INCREASE IN TOTAL LEADS + 245% “Our ranking has been increasing steadily after the site launch, which was again surprising to us. Usually, at this point in the relationship with an SEO company, there comes a period of excuses and requests to wait for 3 months before seeing any kinds of results. Instead, Directive has been great in terms of communication. “ Kursti Martinsen Director of Marketing RESULTS
- 9. SOFTWARE AS A SERVICE (SaaS) eSUB Construction Software 08 SaaS
- 10. eSUB Construction Software is a cloud-based project management software-as-a-service company specializing in software apps that streamline field-to-office communication. They help subcontractors in the construction industry manage time-cards, daily reports, information requests, annotated image sharing, and corporate reporting. 10 SaaS SERVICE: SEO, PPC, Content STRATEGY: Keyword Research, Link Building, Dedicated Landing Pages, Retargeting on Social Platforms GOAL: Increase MQLs via SEO and PPC
- 11. #OFKEYWORDSRANKED KEYWORDS RANKED IN THE TOP 3 POSITIONS ON GOOGLE SEARCH 50+ The Top 3 Organic positions on any given SERP (search engine results page) generate the majority of clicks and traffic. You want to rank as many of your pages as possible in the top 3 positions on the SERP for your most profitable keywords. Through detailed keyword research and exceptional content marketing, we were able to drastically improve their organic market share and drive pipeline growth. JAN 16’ JULY 16’ MAR 17’ 50 Keywords START OF DIRECTIVE’S WORK 19 Keywords 9 Keywords
- 12. THE APPROACH KEYWORD RESEARCH AND LINK BUILDING TO CORE PAGES We optimized their most profitable pages by targeting keywords that were further along in the buyer's journey. From there, we built backlinks to build page authority and increase rankings. OPTIMIZATION OF PAID CAMPAIGNS WITH CUSTOM LANDING PAGES We used third-person ad copy to increase conversions from paid ads and decrease the perception of self-promotional advertisements. ROI DRIVEN RETARGETING TO INCREASE DIGITAL PRESENCE By increasing their digital presence via advanced retargeting campaigns, we were able to earn a 1:1 ROI, generating drastic sales growth. SEO • Fix technical SEO issues • Optimize title tags/H1 • Decrease load speed PPC • Gmail Ad campaigns • A/B Test call to action • Remarketing Ad • Capterra campaigns CONTENT • Rebuild resource hub • Promote content via social media channels • Link building 12 SaaS
- 13. “Over the last month, we’ve reached new levels of organic traffic on our website, and we’re starting to see higher conversion rates from our pay-per-click and landing page efforts. We’ve also closed a deal with one business as a result of increasing our rankings on our 2 landing pages. In terms of organic results, we’ve generated the highest number of demo requests of all time during last month. It was a 20-30% increase which has resulted in more business. From a marketing standpoint, we’re exceeding our numbers.“ RESULTS INCREASE IN NUMBER OF DEMOS SCHEDULED +34% INCREASE IN ORGANIC TRAFFIC +84% INCREASE IN MQL’S (MARKETING QUALIFIED LEADS) + 192% Tyler Riddell Director of Marketing
- 14. SOFTWARE AS A SERVICE (SaaS) SentinelOne 14 SaaS
- 15. SentinelOne is shaping the future of endpoint security with an integrated platform that unifies the detection, prevention, and remediation of threats initiated by nation states, terrorists, and organized crime. The unique approach is based on the deep inspection of all system processes combined with innovative machine learning to isolate malicious behaviors quickly, protecting devices against advanced, targeted threats in real time. 16 SaaS SERVICE: SEO, PPC, Content STRATEGY: Create Keyword Research Strategy, Optimize Core Pages, Craft Custom Landing Pages, Create Sharable Content Pieces GOAL: Drive PPC Leads and Increase Brand Awareness
- 16. NUMBER OF NEW MARKETING QUALIFIED LEADS 1000+ Leads come in all shapes and sizes. Some are low-level leads that may be researching a service that aren't quite ready to purchase just yet. Then there are MQLs and SQLs - marketing and sales qualified leads. Marketing qualified leads are leads that have been judged as more likely to become a customer based on certain lead-scoring analytics. You don't just want random traffic and low- level leads visiting your site. We found where their ideal buyer was searching and drove new leads for their sales team. SentinelOne recently raised 70 million in funding. We like to think we played a part. #OFMQL’S JAN 16’ JUNE 16’ MAR 17’ 1,259 Leads START OF DIRECTIVE’S WORK 103 Leads76 Leads
- 17. THE APPROACH CONTENT FOR RANKING & LEAD GENERATION We developed a content strategy that targeted recent news events to generate traffic related to new viruses, cyber threats, and other trending topics. IMPROVE NUMBER/QUALITY OF PAID LEADS We built custom, individual landing pages for unique ad campaigns and leveraged their third party reports to drastically increase conversion rates. TARGETED KEYWORD RESEARCH STRATEGY By targeting niche audiences via high-engagement blogs, we were able to identify their audience’s content expectations and back our way into developing a research driven content strategy. 18 SaaS PPC • Unique keyword research • Gated content • Custom landing pages • Digital placements SEO + CONTENT • Audience discovery • A/B Testing of primary keywords • Consult topics for relevant content pieces.
- 18. “Due to Directive’s work, SentinelOne went from ranking for 8 keywords in the top 10 positions to ranking for 51 keywords, according to data we receive from SEMRush. When comparing organic users from Q3 and Q4 of 2016 to Q3 and Q4 of 2015, we saw a 128% increase with 51,707 users compared to 22,647 the year before.“ Sarah Vanier Sr. Director of America’s Marketing RESULTS DECREASE IN BOUNCE RATE -12% INCREASE IN ORGANIC TRAFFIC +159% INCREASE IN DIGITAL LEADS 1000+
- 20. Total Phase manufactures test and measurement equipment, namely devices that monitor signals on wired protocol buses. They work with standards like I2C, USB, and others. These are things that a normal, everyday consumer wouldn’t know about, even though they’re found in everyday life. Total Phase sells products directly to electrical engineers. The market is highly technical, with less than one million people worldwide. 22 eCommerce SERVICE: SEO, PPC, Content, Social STRATEGY: Create Keyword Research Strategy, Rebuild Adwords Account Structure, Improve Conv Rates for Product Pages GOAL: Optimize Paid Search Channels to Increase Sales
- 21. DECREASE IN COST PER AQUISITIONS WHILE INCREASING TRANSACTIONS 50% Your CPA (cost per acquisition) shows you how much you are paying - on average - for every transaction/sale that your online campaigns generate. The more you can decrease your CPA, the more efficiently your paid eCommerce campaigns will run and the more sales you can generate from the same ad budget. We were able to drastically lower the CPA for TotalPhase while also increasing their total number of transactions. We are now exploring other paid channels and focusing on sales from organic as well. 2015 2016 Cost Per Aquisition # of Transactions $343 AVG CPA $169 AVG CPA 482 TRANSACTIONS 560 TRANSACTIONS CPA VS. TOTAL TRANSACTIONS YoY
- 22. THE APPROACH 24 eCommerce CONTENT • Formulate content strategy via Facebook/LinkedIn/Twitter • Create 3 relevant pieces of content • Content consulation of in-house team PPC • Restructure Adwords account structure • Build landing pages based on top Ad groups • Setup analytics tracking SEO • Identify ideal audience • Fix technical SEO issues • Earn links and increase page authority INCREASE VOLUME/IMPROVE QUALITY OF ORGANIC TRAFFIC By improving and optimizing their organic campaigns through technical optimization and intensive keyword research, we were able to better target niche audiences. OPTIMIZE & STREAMLINE EXISTING ADWORDS ACCOUNTS We restructured their paid accounts and developed new dedicated ad groups with custom landing pages to streamline the buyer’s journey and increase quality conversions. CONTENT DEVELOPMENT AND SOCIAL PROMOTION STRATEGY We developed original, keyword oriented content for their site and then used CRM data to formulate a custom content strategy across Facebook, LinkedIn, and Twitter.
- 23. “During the last month, Total Phase received 20,000 organic visits, which is 15% better than any other month before that. On the pay per click side, the CPC has been driven down by well over 50%. I think that this is quite remarkable and due to Directive’s work. SEO, pay per click, social media work, ghost writing blogs, and assessing our technology has all been handled very well by Directive.“ RESULTS INCREASE IN ORGANIC TRAFFIC +15% DECREASE IN CPC (COST PER CONVERSION) -50% INCREASE IN YOY CONVERSION RATE +300% Gil Ben-Dov CEO
- 24. Founded in 1997 by two manufacturing engineers, Aegis develops enterprise level MES (Marketing Execution System) Software for discrete manufacturing. They develop, market, sell, and support their solution on a global scale with offices in the US, UK, Germany, and China. 28 Software SERVICE: SEO, PPC STRATEGY: On-Page Technical Optimization, Targeting SERP through Integrated Paid+Organic Campaigns, Build Lookalike Audience GOAL: Drive Quality Leads and Expand into Europe + Asia
- 25. CUMULATIVE LEADS YoY INCREASE IN MONTHLY PAID LEADS 148% In today's digital market of multi-channel marketing interactions, leads can come in from multiple sources across a variety of campaigns. Depending on how you segment your tracking, you can analyze which leads come from organic search results, paid advertisements, social media channels and more. By taking a comprehensive approach to their campaigns, we were able to increase leads across multiple channels and capture lost revenue across each campaign. 2015 2016 840 Total Leads 1127 Total Leads
- 26. THE APPROACH DRASTICALLY INCREASE ROAS VIA RETARGETING To increase ROAS (Return on Ad spend) we built detailed lists of visitors and their interactions with the website. We then segmented their visitors by buying stage and targeted them with relevant copy across the correct channel. TARGETING MARKET SHARE BY INTEGRATING PPC & SEO We took up SERP market share for their most profitable keywords through on- page technical SEO coupled with targeted PPC ads to take up more market share on high-traffic SERPs. ON-PAGE TECHNICAL OPTIMIZATION TO INCREASE TRAFFIC Drastic increase in organic traffic by improving the query targeting and technical optimization of title tags, header tags, and descriptions to improve organic ranking and click-through-rates. PPC • Unique keyword research • Unique remarketing tactics • Custom landing pages • Search + display Ads SEO + CONTENT • CTR (click-through-rate) optimization • Improve quality of existing content • Promote content via social media channels 30 Software
- 27. “From the get-go, I could tell that they were really out for my best interest, and they wanted to establish a long-term relationship that was going to be beneficial to both of us We track a whole slew of metrics, and they are almost all up because of Directive’s work. We’ve built fairly comprehensive web trackers that track the whole of KPIs (key performance indicators) relative to historical performance.“ Shaun Black Aegis Software RESULTS INCREASE GOOGLE SEARCH CONVERSIONS +457% LOWER CPA (COST PER AQUISITION) -147% INCREASE IN MONTHLY PAID LEADS + 148%
- 29. ATG is a manufacturer of LED lighting, working with distributors and contractors. Founded in 2001 by a group of visionary engineers in California, ATG is one of the most recognized brands in the world for retrofitting conventional lights with LEDs. They pride themselves on delivering great value to their customers, helping save energy, and protecting the environment. 34 Manufacturing SERVICE: SEO, PPC, Content STRATEGY: Optimize Core Pages, Design Custom Landing Pages, A/B Testing, Link Building GOAL: Drive Market Qualified Leads and Increase Online Presence
- 30. INCREASE IN THE NUMBER OF TOTAL MQL’S 770% We understood that ATG has a very specific buyer. We asked detailed questions and built a unique buyer persona. From that persona, we identified how and where their target market searched online. Then, with careful ad targeting and an exceptional SEO project, we were able to take more Share of SERP across their most profitable queries and drastically increase MQLs. #OFMQL’S MAR 16’ AUG 16’ FEB 17’ 202 Leads START OF DIRECTIVE’S WORK 26 Leads28 Leads
- 31. THE APPROACH PPC • Unique keyword research • Gated content • Custom landing pages • Retargeting campaigns 36 Manufacturing CONVERSION CENTRIC DESIGN WITH NEW CALL TO ACTIONS By strengthening their user experience to be more conversion centric, we improved their conversion rate and better monetized existing traffic. AUDITING COPY FOR SALES PIPELINE ENHANCEMENT We optimized existing campaigns by taking a thorough audit of their pipeline. From that audit, we identified what their top prospects desired and rewrote our content to better align with their target market’s needs. SEO + CONTENT • Create long-term strategy • A/B Testing of primary keywords • Build new links HOME PAGE OPTIMIZATION VIA ON-PAGE SEO + LINK BUILDING We identified and optimized their core pages to target their most profitable queries. In addition, we built up their page authority via targeted outreach and manual link building.
- 32. “We’ve seen a lot of growth from what Directive has been doing. The majority of the leads we generate are over the phone. From Directive’s work alone we’ve seen an increase by at least 20% in the number of phone leads we’ve generated. And that’s only phone leads. Overall we have seen our number of leads doubled, as well as our organic search traffic coming up by a large percentage. “ RESULTS Tom Ni Marketing Coordinator INCREASE IN LEADS ON THE WEBSITE +160 INCREASE ORGANIC SEARCH TRAFFIC +40% INCREASE IN AMOUNT OF LEADS 2X
- 33. PROFESSIONAL SERVICES Basis 365 38 Professional Services
- 34. Basis 365 isn’t your typical accounting firm. They are not a public accounting firm at all. They are an outsourced accounting company that’s flipped the traditional business model on its head. They create streamlined systems using cloud-based technology to give business owners peace of mind and easy access to their numbers in real-time. Their services have been tailored for agencies, eCommerce businesses, and the service industry. 40 Professional Services SERVICE: SEO, PPC, Content, Social STRATEGY: Create Keyword Research Strategy, Rebuild Adwords Account Structure GOAL: Drive Leads via SEM
- 35. MONTHLY ORGANIC TRAFFIC INCREASE IN MONTHLY ORGANIC TRAFFIC 108% Monthly organic traffic shows you how many users/month searched for your keyword via Google, found your organic listing on the SERP, and clicked through your link to visit your page and/or site. Quality traffic makes for quality leads, fuller pipelines, and a more robust ROI. We knew that, for Basis 365, the quality of the visitor was just as important as the quantity. We did careful research and positioned them for success by ranking them #1 for “outsourced accounting”. PAGESESSIONS SEP 16’ OCT 16’ 1108 Visits 531 Visits
- 36. THE APPROACH 42 Professional Services CONTENT • Formulate content strategy via Facebook/LinkedIn/Twitter • Craft long-form content and case studies • Content consulation of in-house team PPC • Segment copy and creative per vertical • Build segmented landing pages • Perform detailed analytics SEO • Identify most profitable queries • Improve CTRs • Optimize title tags/H1 TARGETING LARGER POTENTIAL CLIENTS TO INCREASE REVENUE We re-strategized their keyword targeting to go after more qualified traffic resulting in higher value conversions and more revenue. LEVERAGING SEASONAL CYCLES TO BOOST CONVERSIONS We learned their cycles and targeted the tax extension time period to promote and advertise content to boost traffic, brand awareness, and radically increase conversions. TARGETED PPC AND PAID SOCIAL ADVERTISING By segmenting their different verticals and building unique audiences on social media, we were able to control our messaging, increase awareness, and drive pipeline growth.
- 37. “There have been increases leads coming in through all channels. In terms of appearing on the first page of a Google SERP (twice), I can see lots of improvement. We’ve had more leads, and we are just starting to see the benefits of analytics behind the leads, which tells us useful information about potential customers. We plan to discuss and plan analytics going into the future.” Rhett Molitor Co-founder RESULTS INCREASE IN MONTHLY CONVERSIONS +275% INCREASE IN NEW SITE SESSIONS +20% DROP IN COST PER CONVERSION -75%
- 38. www.directiveconsulting.com More Than Just Traffic.