First National Technology Solutions (FNTS), the recognized leader in the managed IT services industry, identified a need to increase its inbound leads in 2016. With a limited marketing team, however, the company had few resources to devote to optimizing its website, email marketing and other lead generation efforts to successfully build its customer base. So, FNTS enlisted ARPR to help define its conversion goals and develop content, landing pages and nurture series to generate and secure right-fit leads.
First, ARPR audited FNTS’ website and provided recommendations for incorporating identified keywords and new messaging to boost search rankings, as well as compelling calls to action. Further, ARPR audited each of FNTS’ landing pages to ensure they were optimized and user friendly. As a result of the audit, ARPR recommend, and subsequently built, new landing page templates to optimize usability and increase conversions. Finally, in comparison to FNTS’ previous year’s performance and in consideration of industry standards, ARPR set conversion goals of increasing website sessions by 10%, conversions by 233%, sales qualified leads by 10% and closed customers by 25%. To attain these goals, ARPR created a variety of content, developed Google AdWords campaigns and launched social media campaigns directing targeted users to FNTS’ landing pages. In addition, the agency continuously monitored the campaigns and marketing automation activity and adjusted accordingly to best optimize performance.
Compared to the previous year, traffic to FNTS’ website more than doubled in 2016 and, as a result, FNTS surpassed its goal for website sessions with two quarters left in its goal period. Further, in just five months, the Google AdWords campaigns garnered 457K impressions on search, 1.5K clicks and 25 conversions and the top keywords driving users to the website represent those used in FNTS’ campaigns. In addition, the landing page created for its playbook remains one of the top, with a conversion rate more than 5x its goal. With significant and steady increases, ARPR expects to meet or exceed all of its conversion goals and continue to help FNTS #driveleads.