Business Challenge Summary

RB Solutions is a B2B point-of-sale software service specializing in the pool and spa, and chimney and hearth industries. In late 2019, RB aimed to enhance its overall market awareness and generate leads to support new business initiatives. Specifically, RB wanted to improve their SEO and develop a long-term content strategy. Although they had an existing blog, they felt it wasn’t effectively leveraged or reaching enough target decision-makers to drive leads. The goal was to increase brand awareness and attract more attention to their content and unique industry offerings.

Solution

&Marketing’s SaaS Marketing Approach

To address the challenge of insufficient SEO and keyword strategy, &Marketing conducted a comprehensive Business Intelligence Analysis, creating a detailed roadmap to enhance RB’s online presence and industry recognition. This analysis included:

  • Competitive Keyword Strategy: For SEO, content, digital advertising, and social media.
  • SEO/Keyword Analysis: To identify key words and phrases, focusing on:
    • Technical SEO opportunities (page-level SEO).
    • SEO opportunities for content (long-tail keywords, «people also ask»).
  • Digital Competitive Landscape: Analysis of key terms used by traditional and nontraditional competitors.
  • Differentiation Opportunities: Strategies to stand out within the competitive landscape.
  • Monthly Reporting and Analytics Setup: Using Google Data Studio and Search Console for monthly analysis and tracking (focused on traffic, SEO, and goal completions).

Based on this analysis, &Marketing developed a monthly content distribution strategy, organizing it on a central calendar to grow RB’s brand awareness. The strategy included SEO-optimized content such as thought leadership articles, testimonials, an eBook, a microsite, infographics, and more, distributed through multiple channels.

By emphasizing thought leadership, RB positioned itself as an expert in its field through various content types. Each month, &Marketing provided two blogs and an email campaign to increase consumer engagement and awareness. This approach allowed RB to better compete against online retailers targeting similar keywords, ultimately enabling RB to capture a larger share of the online market within their industry.

Results

The implementation of these strategies led to significant increases in RB’s digital presence, awareness, and overall goal completions. Key outcomes included:

  • Goal Completions: Increased by 235%.
  • Lead Generation Growth:
    • 235% increase from 2019 to 2021.
    • 204% increase from 2019 to 2020.
    • 10% growth from 2020 to 2021.
  • Traffic Growth:
    • 100% increase in organic traffic from 2019 to 2021.
    • 25% increase in overall traffic from 2019 to 2020.
    • 6% increase in organic traffic from 2019 to 2020.
    • 27% increase in overall traffic from 2020 to 2021.
    • 88% increase in organic traffic from 2020 to 2021.

These results demonstrate the effectiveness of the integrated digital and content strategy in enhancing RB Solutions’ market presence and driving substantial business growth.

SEO

Related Posts ...