After coming to ARPR in 2017 for initial messaging, website and content marketing work, geothinQ had the foundation it needed to build a strong referral pipeline. But despite solid growth, company leaders knew that to meet their overall business goals, they needed to move beyond their existing network and create a robust lead generation program.
geothinQ reapproached the ARPR team in 2020, this time with the need to attract more prospects and convert them into customers. ARPR recommended starting with a combination of content marketing, paid social media and search campaigns, and got to work.
ARPR conducted an audit of geothinQ’s previous paid search performance, where we found gaps within the company’s keyword and targeting strategies. Because geothinQ’s land mapping software is so robust, the company serves a number of different industry types. Therefore, ARPR helped narrow down a handful of key targets, then conducted keyword research to identify what these buyers would search when looking for such a software.
Unlike the company’s previous strategy focused solely on reaching the limited bottom-of-funnel audience, ARPR designed an ads plan centered on creating a greater pool of prospects that could be nurtured into customers. To achieve this, ARPR leveraged the work we did on the brand’s content to create downloadable educational pieces that spoke to users at every stage of the buyer’s journey. We then launched targeted ad campaigns on LinkedIn, Facebook and Google, as these channels provided an opportunity to reach a broad audience.