This client is a business consultancy firm providing outsourced strategic financial advice for SMEs. They specialise in helping businesses overcome financial challenges, achieve growth, and reach their full potential.
While they are experts in many areas of business growth, sales and marketing were always something of a blind spot, relying on word of mouth to grow their client base.
Like many businesses, they lacked the time and expertise to build a sustainable lead generation pipeline or to create and deliver a digital marketing strategy.
Through our support, they have now built a web presence which is producing regular inbound enquiries. This took some time to get going from a low starting point, but they are now fully enjoying the fruit of their labour. Here are the highlights:
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Expanding website content, transforming it from a basic site to an extensive, conversion-optimised platform.
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Growing their search visibility, achieving a 1005% increase in keyword rankings (from 17 to 188).
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Increasing website traffic by 635% (from 87 to 640 monthly visitors).
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Generating 80 leads from a high-performing guide, accounting for 60% of total leads.
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Achieving £150k in open deals and £220k in closed-won deals within HubSpot.
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Securing six new clients through marketing, estimated at £360k in revenue.
The Challenge
Before partnering with JDR Group, the client faced several marketing challenges:
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Reliance on word-of-mouth referrals for new business.
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No consistent lead generation from their website.
- No marketing strategy.
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Difficulty communicating their value to potential clients - their service is one that very few business owners are aware of, and that they need.
The Goals
We worked together to set 3 clear objectives at the outset of their marketing programme:
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Increase revenue by 50%.
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Generate consistent, high-quality leads from the website.
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Reduce reliance on referrals for new business.
The Digital Marketing Programme
Following the analysis of their goals and challenges, we designed a tailored digital marketing programme specifically for them. As their digital marketing agency, our goal was to create an effective inbound marketing strategy for them that would generate more traffic and inbound leads.
This programme included:
- Marketing Strategy - Developing a plan to attract their ideal customers, including customer profiling, keyword and competitor research to develop a content and conversion strategy.
- SEO (Search Engine Optimisation) - Ongoing SEO to achieve high natural rankings in Google.
- Content Marketing - Regular blog articles written, published and promoted across social media.
- Email Marketing And Social Media Support - Email marketing and social media were to be managed in-house, and we have provided HubSpot Marketing Training and support/guidance on how to get the best results.
- Lead Generation - We applied several Conversion Rate Optimisation strategies to the website and also created PDF guides to use as part of online lead generation.
- HubSpot CRM (Customer Relationship Management) - Implementation.
- LinkedIn Advertising - Targeted ads showing to people in hand-picked job roles in specific industries on LinkedIn.
- Access To JDR's Exclusive Video Training Hub - With training videos on sales, social media, video and much more.
Above and beyond the programme, a big focus with this client has been on helping them to understand the marketing for themselves, to equip them to do areas of this internally.
The Results
Website Now Ranking In Google For 188 keywords
An ongoing programme of keyword research, onsite SEO, technical SEO, link building and content creation has lead to steady and consistent growth in keyword rankings, including page 1 keywords for many of their main keywords. As you can see from the graph above, it was a low starting point - they were ranking for just 17 keywords at the start.
Targeted B2B Advertising With LinkedIn
For any service which potential customers don't know they need, you have to create awareness. Awareness marketing can be costly, but for this client, we used highly targeted B2B ad campaigns on LinkedIn to get their message in front of their target buyers. LinkedIn has produced a consistent flow of leads as well as Google traffic, with 45 contacts generated from an investment of only £2700 ad spend (meaning a cost per lead of only £60.35). They’ve also had over 200,000 impressions from this spend, hugely increasing their brand visibility.
Website Traffic Grows By 635%
Between the targeted ads and keyword rankings, website visitor numbers have been consistently growing, from just 87 visitors per month to 640 visitors per month (a 635% increase).
From 0 To 5-6 Quality Leads Per Month
Off the back of our website conversion review, they decided to re-build their website to prioritise conversion. Their website has been one of the biggest areas of change for this client, going from a very bare site with hardly any content or CTAs to an enormous site with hundreds of pages that’s been optimised with conversion in mind.
Their guide has generated 80 leads since its been live (this is 60% of the leads generated by marketing).
The visual difference is huge. It’s also gone from not even generating 1 lead per month for the first 2 years we worked with them, to now consistently generating 5-6 high-quality leads every month. This looks even better considered quarterly:
HubSpot CRM Provides The Single Source Of Truth
Since our implementation and training of the HubSpot CRM, the client now manages all of their opportunities through HubSpot, and has logged almost 1500 emails, 200 meetings, 150 calls, 150 notes, and over 450 tasks to date. This means all of their activity is in one simple place and allows them to keep track of what’s happening with every contact.
£360k Closed Won Revenue - So Far!
Now all sales opportunities are being recorded and tracked in HubSpot, it's possible to evaluate the total pipeline, and they’ve also got £150k of open deals, and £220k of closed won deals in their system.
Of this, they have now won 6 brand new clients from the marketing efforts. With an average yearly income of 12k and an average retention time of 5 years, this is approximately £360k of revenue so far, not taking into account the potential for further referrals and growth in the client programmes.
Patience Pays Off
With a small website and very little traffic to start with, it has taken 2 years to get to the point where the first sales have been made. Many people would have written off the marketing as 'not working', but the client saw the growth in keyword rankings, and the growth in leads and traffic. They knew it would come.
They have been able to confidently take on new staff as they have enough work to keep them busy. The website is also now generating a significant portion of their potential clients, and has become an invaluable source of leads, something that they had never previously had. In their own words:
“We're flying with new leads at the moment! Several are purely from the website. Very exciting. A great start to the year. Thank you for your part in this. It is certainly working.”
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Since 2004, we have developed a marketing system designed to help you get more leads, build and market to a database and, ultimately, get more sales.
To start the ball rolling, request a FREE review of your current website & marketing or book a call with one of our experts to see how we can help your business.
