Toronto-based cloud computing company ThinDesk had a superior product but they weren’t reaching enough people with their message and their Web site wasn’t turning visitors into customers. Fruition Interactive revamped their online content marketing strategy and Web site design to turn their site into a lead generation machine and then drove traffic to it with SEO services and Google AdWords PPC advertising.
When ThinDesk approached Fruition Interactive in 2009, they were making the same internet marketing mistakes a lot of companies make – they were focussing on features, not benefits; their Web site design made their premium product look bush league; they ignored their customers’ purchasing process; and they failed to talk to potential customers in ways they cared about or could even understand. Their Web site was a key part of their lead generation strategy, but it wasn’t getting the job done.
Great content = great lead generation
The first thing Fruition Interactive did to turn around ThinDesk’s lead generation was to completely revamp the company’s content marketing strategy. By developing buyer personas, Fruition Interactive was able to zoom in on 3 key benefits that ThinDesk delivers to potential customers – their solution is Economical, Reliable and Secure.
Building on that core message, Fruition Interactive created content and lead generation tools targeting each stage of the buying process, including:
- A corporate blog to provide the site with fresh, high-quality, informative content
- An “explainer” video to introduce their offering in an easy-to-understand and visually compelling way
- Interactive ROI Calculator tool to drive home how economical their solution is compared to the alternatives
- Case studies to prove their value proposition
- Highly visible and compelling Calls to Action
Content marketing was just the beginning: SEO + AdWords Pay-Per-Click
With a solid content marketing strategy in place and the Web site design optimized for lead generation, it was time to turn attention to generating new traffic for the site. In addition to providing useful information to site visitors, the ThinDesk blog was a key part of the site’s SEO strategy, providing search engines like Google with the fresh, high-quality content that drives high search rankings. Building on that core, Fruition Interactive amped up ThinDesk’s SEO results with a white-hat link building campaign.
Great SEO takes time to work, though, so Fruition launched a Google AdWords Pay-Per-Click (PPC) advertising campaign to turbo-charge the site’s traffic in the early weeks. After the first 3 months, though, a combination of improved on-site lead generation and rising traffic from other sources allowed ThinDesk to dial back their AdWords investment, ultimately to zero.