Our e-book led content marketing campaign for this small business services company generated over 100 leads and an improved search performance.
Winsome Bonitto, owner and Managing Director of BW Business Analysis Services wanted a means of demonstrating her company’s expertise in management accounting and business planning. We created a lead generation system that put content at its core.
The e-book was promoted using LinkedIn, Twitter, Facebook, third-party email, and Google AdWordsThe first thing we needed to do was to redevelop her website to allow for the marketing activity we had planned. Her existing website was provided by BT and didn’t allow the addition of lead capture tools or even a blog. We didn’t have a lot of money to play with, so wanted to keep the website budget down to a minimum so that the majority of funds we had could be invested in activities that would deliver a return. Consequently, we tweaked a standard free WordPress theme and then introduced additional functionality that would enable us to create leading pages and capture visitor information.
The next thing we did was create some cornerstone content that would attract visitors and induce them to hand over some information. Working with Winsome, we created an e-book that set out the key elements a small business needs to put in place for growth. To gain access to the e-book, visitors needed to enter their name and email address. Those details went into a lead tracking system that then recorded return visits, and what pages or posts they read on their return. The e-book was promoted using posts on LinkedIn, through Twitter and Facebook, through third-party email services, and with a short Google AdWords campaign.
Over 100 people signed up for the download, and there was an average 40% open rate for emailsTo support the e-book content Winsome created some blog posts on relevant topics, which we then bolstered through additional posts on current business news topics such as the Chancellor’s Spring Budget. A series of automated emails was also sent to those who signed up over a period of three weeks offering free consultations. During the three month period of the content marketing campaign, over 100 people signed up for the download, and the subsequent email campaign resulted in an average open rate of over 40%, delivering a number of new prospects.