A Case Study including my digital marketing plan and results for a National Direct Marketing Website.

2. Monthly Projections & Targets
Search
Traffic
SEO Strategy & Paid Web
10% Reduction Leads
30% increase in search in total web
traffic signup
conversion
New
% increase in
Signups
150% increase in leads post sign up
conversion
3%-5% increase in 10% increase in
Search based signup signup
$ Customers $

3. Their favorite keyword “postcard”
Uphill Battle For Online
Direct Mail Company

4. It should be easy, right?
"Advertisers are going to have to learn how to deliver messages with frequency and low
cost if they are to cope with the increasing competition for the consumer's attention.
Permission Marketing is a big idea."
--Lester Wunderman, Chairman-Emeritus of Wunderman Cato Johnson, the largest direct-
marketing firm in the world, author of Being Direct.

5. Telemarketing, Paid Search Decrease
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

6. Updated Online Strategy
Need
Content Driven
More B2B Signups Need
• Social To Convert Signups to
• SEO Successful Mailing
• PPC
• Email-
• Landing Pages
• Education
• Tradeshows
• Social Engagement
• Direct Mailings Need
• Referral • Webinars
to Increase Retention • Education
• PR Releases
• Better ROI • Up Sell Services
• Video Blog
• Improved Position
• Contextual Email
• Support
• Cross + Up Sales
• Multiple Mailing
• Services
• Education

7. Inbound Marketing

8. Why= New Business

9. Employer Needed to
Reverse10 Years of Mistakes
 Customers  Google Page Rank= 0
 Existing decreased by 40%  No On page SEO
over 2 years  No Off page SEO
 New business- almost non  No Social Media Strategy
existent from failed efforts  SEO Issues
 Tradeshows
 Duplicated Content
 Direct Mail Lists
 Outbound Telesales  Across Corporate Sites
 Customer Micro Sites
 400% Increase in Competition  URL Structure
 More Products= keywords  Bad CMS System & Convoluted
Site Architecture
 Huge budgets for PPC
 Big offers
 for new customers
 For leader products
*No Strategy

10. On Page Issues

11. On-Page SEO

12. New Keyword Strategy

13. Site SEO Comparison
Started 
After 4
weeks

14. For Off Page SEO
Created Content

15. Off-Page SEO = New Linking Domains

16. Social And Blogosphere Presence

17. Inbound Marketing Results

18. Blog
 (30 days for one Corporate Blog)
 16 blog subscribers, 5 email subscribers
 1,125 blog page view

19. Reach = Fans & Subscribers

20. Inbound Links
• Inbound linking domains increased by 33% in 3 months

21. Collateral Analytics
 Significant source for Lead Generation & Nurturing
 Better Qualified Leads = higher conversion % & higher quality of customer
10%

22. After 60 Days
Targeted Keyword Results

23. Inbound = New Biz

24. Inbound Marketing