Digital and Growth Marketing
In Q3 of 2020, I identified an emerging market for in house PBX systems and a need for exiting customers to upgrade existing systems to the cloud to keep up with exploding demand
With a small ad spend, I organically grew the site from less than 2000 unique visitors per week to over 800,000. This was accomplished through SEO, organic and paid social, various prospecting and retargeting digital ad campaigns, viral content and backlinking. Affiliate deals were added soon after.
Methodology
Tactics
- Digital Ads: Prospecting and retargeting campaigns are running on Google Ads, GDN Retargeting, AdRoll, and Facebook. They are tracked to conversion goals in Google Analytics and optimized accordingly.
- SEO: Identified high yield keywords and phrases for in-market consumers and sticky SEO-friendly content around these keywords. Multiple landing pages rank first on page 1 of Google’s SERPs for my top keywords and included 8 Featured Snippets.
- Rich Content: I created an PDF launched in concert with three webinars from industry leaders. The insurance content went viral on Facebook thanks to leveraging some professional groups. The result was a 4.8x spike in traffic that was sustained for several months and permanently lifted social traffic.
- Conversion Rate Optimization: Funnels with content that nudges the visitor towards clicking on affiliate links. Robustly tested conversion paths exist on nearly every page of the site, so no matter where the user enters they’ll find their way into the purchase funnel.
- Landing Page Optimization: Designed, coded, and launched multiple landing pages to tie in with each email campaign and webinar. Ran various A/B tests, including messaging, creative and CTA copy. Hooked all LPs to analytics, and tagged each with appropriate segmentation and linked to all 1st, 2nd, 3rd party cookies and UTM and pixel
