The client
A Michigan-based process manufacturer that sells to other businesses. Its products are highly technical, and its sales cycle is long.
The approach
In a long sales cycle, steady organic growth pays off. Because the subject matter is technical, we decided early that every piece had to be accurate enough for an expert buyer, and that we'd only go after searches that lead to a sale.
What we did
- Keyword research limited to money keywords: the searches buyers make when they're close to a purchase.
- Content experts hired for this client to write and check every piece, so it held up with technical buyers.
- Expert blog posts and whitepapers that work as a lead magnet for the client's ideal customer.
- Promotion to industry authorities, which earned real, content-based links from more than a dozen leading industry publications.
The results
Leads rose 819% and traffic rose 587% over the 12 months. Demand grew faster than the company could take it on: they reached capacity and could not sign every contract.