+200,000 Organic Visitors for Enterprise Company
For a 90's-era telecommunications company, declining traffic and sales were a symptom of a struggle to modernize itself in an era of Zoom and Google Meet.
The effort vastly improved the company’s non-branded organic traffic and keyword rankings. As I surveyed the competitive landscape of 8×8 and its competitors, I found a weakly contested area with thin content. My efforts aggressively attacked this gap.
Challenge
The biggest challenge for 8×8 was gaining customers in a time where most B2B and B2C customers start their search online. The usual sales tactics of calling bought lists were not enough. I had to expand the demand generation efforts of 8×8 by attracting customers through best-in-class SEO and content marketing. The project consisted of addressing three issues:
● Finding the right type of customers for telecommunication/VoIP solutions:
I needed to understand the customer’s journey. Where, when, and how did they start their search
online? The critical question to answer was the intent. Were they simply looking for information,
signing up for a demo, or considering a purchase?
● Analyzing our competitors’ keyword rankings and digital market share:
The telecommunications industry is very competitive. High-growth startups like Zoom lead the way
in VoIP. Companies like Nextiva focus on particular niches of the market. What I needed was a
section of the market that had high search volume and high intent. Better yet, if our competitors
ranked for these keywords, but their content was thin.
● Determine the right content marketing strategy and tactics:
Once I knew what a customer was searching for and why I needed to figure out how to attract
them to our website. With the many different types of content I could syndicate, I had to value what
would efficiently benefit the most.
Solution
I came up with combined extensive competitive keyword research with a focus on best practice SEO for content
marketing. I found a cluster of high search volume keywords that our competitors ranked for around local
presence. However, their content was paper-thin and ineffective. The solution was to syndicate content around a
local presence with effective metadata structure, hierarchy, and copy.
The strategy allowed 8×8 to overtake our competitors in the local presence market radically, and in turn, grab their
customers.
Results
The SEO and content marketing campaign legitimized the efforts of digital marketing to bring customers to the
proverbial front door. Cutting-edge digital marketing tactics are extraordinarily beneficial and synergetic to the
efforts of sales teams. But it all starts with the initial strategy. As I like to say, a tactic is useless without a proper
strategy.
By the numbers, the effort:
● Growth in non-branded traffic by 366%
● Increase in top 3 SERP Keyword by 120%
● Boosted keyword rankings by 43%
● Drove featured snippet placements by 900%
