17. Results
137
P h o n e c a l l s
137 new leads have been acquired
through the phone in 6 months
W e b s i t e v e r k e e r
2,8% of the site traffic converted into
a phone call
SEO main driver of leads through the
phone
30. NSK Inc. is an information
technology consulting and
outsourcing firm with a focus on
small and medium business IT
management.
31. The problem:
NSK was spending too much time cold
calling, and too much money on AdWords.
On top of this, NSK's website was more of a
static brochure than an engine for generating
leads.
32. Solution 1: More effective SEO
NSK wanted to rank high for relevant terms
like “IT managed services”. More than that,
they wanted to focus their clientèle in
Boston, so they made specific efforts to rank
higher for terms with “Boston” in them. In
doing so, they began their audience
targeting at the search box, aiming to attract
only people who fit the criteria they wanted.
34. Solution 2: Blogging
NSK began publishing at least one blog post
a week. Cathie (marketing manager) and her
staff focused on only a few areas of
expertise. They would use SEO keyword
tools built giving them instructive
suggestions on how to make each blog post
better optimized for NSK's target keywords.
36. Solution 3: Whitepaper
NSK captures leads in a few different ways.
One is through their educational white
papers on relevant topics such as Hybrid
Clouds, a white paper outlining the pros and
cons of cloud computing, or The 10 Things
You NEED to Know About Managing BYODs, a
guide on "bringing your own device" to work,
a security concern in the IT world.
38. Solution 4: Lead nurturing
NSK hosts “Lunch and Learn” sessions at
their Boston-based office in order to educate
people further about IT Consulting, industry
best practices, and what options may be the
best fit for various businesses. In order to
attend one of these lunches, interested
parties must register ahead of time on one of
NSK’s Landing Pages.
44. Team composition (I)
• Who is managing the project?
• Who is building my website?
• Who is designing my site?
• Who is writing our content?
• Which company members will be actively involved in
social media?
• Who is responsible for our SEO and SEA?
• Who will measure and interpret the analytics and
leads?
45. Team composition (II)
In-House
• Own resources
- Enough knowledge?
- Staff available?
• Full control
- Internal project team
• Less budget necessary
Agency
• Skills and know-how
- Make sure agency has the
right qualifications
• Limited control
- Make clear appointments
- Planning, targets, deadlines
• Less resources necessary
- Focus on own strenghts
46. Planning
• When will I start with website promotion?
• When will my (new) website be ready?
• All-year round activities versus periodic
campaigns?
• Integration with off-line marketing?
• Importance of activities?
• When do I measure the effectiveness of my
campaigns?
47. Budget allocation
• What are my sales targets?
• How many leads convert into sales?
• What can I spend per lead?
• Do I invest my own time or money for an
agency?
• Which budgets do I allocate per channel?
• Which budgets do I allocate per period?