In tracking the client’s optimization success, Thrive has set key performance indicators (KPIs) for the campaign. We analyze the client’s keyword rankings, total traffic and top completed goals.
Our SEO campaign has generated the following year-over-year results since its inception in 2017:
- Organic Search: +51.13%
- Conversion Rate: +546.08%
- Organic SEO Traffic: +43.07%
- Live Chat: +11,400%
- Average Time on Page: +20.58%
Social media has generated the highest site traffic with a 1,175 percent increase in sessions, 1,070 percent of which is from new visitors. We’ve also seen the following paid search improvements in 2019:
- Assignable Leads: +2,721
- Google Ads Leads: +2,088
- Total Leads: +2,970
- YoY Spend Efficiency: +7.90%
Results also show a drastic decrease in unqualified leads, unassignable leads, cost per assignable lead and Google Ads cost-per-lead (CPL).
Overall, Thrive’s digital marketing strategy has significantly ramped up the client’s funded deals YoY. From 108 booked deals in 2016, we have generated a 41 percent increase in 2017, a 19.60 percent increase in 2018 and a 14.75 percent increase in 2019.
Business Factors is one of the leading factoring companies in the United States. The company offers several financing options for a variety of businesses, including contract financing, oil and gas financing, payroll funding, technology and freight factoring. Business Factors serves more than 25 locations in North America.
The client partnered with Thrive to generate significant gains in funded/booked deals year-over-year (YoY). Since the search engine optimization (SEO) and pay-per-click (PPC) campaigns launch in 2017, Thrive has helped the company boost its funded deals YoY, with a 14.75 percent increase in 2019.
Executing The Strategy
After a down year in 2016, Business Factors reached out to Thrive to help with its digital marketing strategy. During the initial site audit, our SEO team found significant site issues that required immediate action. These included:
- 250 duplicate title tags
- 11 broken internal links
- 43 missing meta descriptions
- 696 URLs producing a 404 error code
- 104 meta descriptions that were too long
- 139 location data errors
- 250 pages with duplicate H1 headings
The initial goal was to fix these high-priority issues. Once these were addressed, Thrive’s online marketing strategy revolved around improving the client’s ranking and visibility for top targeted keywords, boosting site traffic and, ultimately, increasing conversions.
After a thorough site audit and analysis, we found plenty of opportunities for on-page and paid search optimizations. Initially, Thrive’s on-page optimization strategy covered:
- Meta description audit and changes
- Google My Business (GMB) listing
- Deep page title audit and adjustments
- Weekly keyword rankings review
- Factoring directory GEO content strategy for states
We also implemented pay-per-click marketing tactics to supplement the organic lead generation. Our PPC optimization strategy included:
- In-depth account analysis
- Building new landing pages
- Reviewing landing pages and organic conversions
- Budget pacing review and adjustments
Thrive has also set up and optimized the client’s local business listings in the top 67 business info and review sites. These include Yelp, Google+, Insider Pages and MapQuest.
Since this is an on-going campaign, we will continue to claim, optimize and monitor listings and reviews on these relevant review sites. Our team also makes necessary updates as the SEO budget time allows. Doing so helps us maintain a high ranking in search results.
Email Marketing Project Overview
Following the success of the SEO and PPC campaigns, the client reached out to Thrive to optimize its email marketing strategy in various stages of its sales funnel. Prior to the consultation, all the client’s communication modes were manual and no templated emails were used, taking up more time for its sales team.
To streamline the client’s email marketing process, Thrive designed four email templates that match its website branding. Each email design will be implemented in its auto-responses and workflows, depending on the lead capture stage’s qualifications.
APPLICATION INITIAL FOLLOW-UP EMAIL
TWO-WEEK FOLLOW-UP EMAIL
UNQUALIFIED APPLICANT EMAIL
Executing The Strategy
Thrive met with the client to determine the different stages in its sales funnel once a prospect has provided the details necessary to receive loan information. After identifying the credit approval process, Thrive classified the types of leads reaching out to the client for financing and began the email design process.
Thrive used AMP HTML email code in creating the email templates to facilitate more dynamic and interactive email communications between the client and its leads. This code enables accordion menus, drop-downs and additional elements not previously possible with the old email version.