inbound marketing.

impossible task + report central = case study

48.

2000+ word articles created.

1.

Blog managed.

23.

New clients in month 6.

1.

Surprised & happy customer.

overview

If pay per click is the instant boost in leads you can turn on & off at the drop of a hat, then inbound leads are the slow burn leads that won’t turn off once they start rolling in (oh and they’re free). Think of paid vs inbound as two parts to the same Report Central lead generation circle; one quick win & one slow.

With this holy grail of lead in mind Report Central was approached by a financial services company to create an inbound campaign for their business.

It’s fair to say that this particular company existed in a boring market place. In actual fact their market place was so boring that much like buying carrots from Tesco, all the brands looked the same & their competitors had long given up on creating any interesting content.

The company’s directors had scowered the market for content providers & found a broad mix of prices ranging from the exceptionally low to the mind mindbogglingly expensive but none had actually communicated to them what they felt they could deliver to their bottom line.

results.

Our inbound marketing philosophy runs in stark contrast to that marketing philosophies of several big digital agencies. At Report Central we would much rather deliver a lead that’s desperate to buy than a lead who’s shopping around and the way we do this is buy not jumping on a lead with heavy sales messages on day one.

Over the first 6 months, the traffic to the website increased 10 fold, with organic traffic making up the majority of the traffic by month six. Yet traffic on its own while nice isn’t enough, there has to be leads produced too.

Wrapped around our content offering were a series of free downloads, designed to collect lead information and push them into our bespoke lead nurturing process (as designed in our CRM). These offerings were tailored to the topics at hand, meaning that at month 6 we achieved over 250 downloads, yet only filtered 104 of these to the sales team as hot leads.

Ultimately the sales team achieved a 23% conversion rate on these leads, twice the standard conversion rates for our PPC campaigns in the same industry.

At month six the 23 clients our campaigns cost were closed for a combined cost of £2,500 per month, giving a return on investment in month 6 of £109 per client, a fantastic joint achievement given before our campaign launched the client was unaware of any organic clients from previous spending.

summary.

Industry

Financial Services

Headquarters

United Kingdom

Services provided

  • Content Marketing
  • Social Media Management
  • Landing Page Design
  • Conversion Rate Optimization
  • Form Abandonment
  • A/B Split Testing
  • Hubspot Form Integration
  • Hubspot CRM
  • Lead Nurturing
  • Google Analytics
  • Google Tag Manager
  • Bespoke Reporting

read the full case study & learn how we drive results

Read all about the trials, challenges & mountains we faced on the way.

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