“The promotion of brands to engage with potential customers via the internet for digital media is known as digital marketing.”
Company
“The promotion of brands to engage with potential customers via the internet for digital media is known as digital marketing.”
The Challenge
The biggest challenge the ERP Data Security company face was that they were in niche & highly competitive market due to which there inbound marketing was falling due to lack of strategy and execution of their digital initiatives
Therefore, Nummero’s challenges were to:
- Set-up a robust process to optimize the website and initiatives search engine optimization and run SEM ads to generate high quality MQL’s and improve them online presence on Linkedin.
- Optimize the digital marketing channels media mix to maximize Opportunities
The Solution
Nummero took a three-pronged approach to these challenges:
- Persona identification
- Defined Digital Metrics
- Rebuilt the website
- Initiated Search Engine Optimization
- Published high quality content on Linkedin to increase followers and Generate Leads
- Optimized SEM to increase the leads via AdWords.
Our research showed that companies who were looking for ERP data security solutions
(a) decisionmakers and(b) influencers. We narrowed down product managers & CEO as Our key persona, the decision makers. This persona was very active online- especially on social media. Of all the social channels they spent most time on LinkedIn. They were also actively looking for ERP data security solutions companies over search Console of both Google & Bing.
The influencer persona, which included the Product Managers & CXOs, spent time on social platforms reading articles or connecting with other professionals. They also would use Search to find new information related to their business. These findings formed the backbone for our digital channel selection. We chose Organic, Paid Search, and user initiated voluntary channel, and Paid Social – with focus an on LinkedIn, as the key Paid Acquisition channels to reach our target audience. As a follow-up we conducted detailed reach and impression analysis and built a budget plan.
With the objective to measure and improve digital metrics we decided to launch mix of Both organic and inorganic marketing which helped go beyond a lead and measure the Lead lifecycle stages such as MQL, SQL and Opportunities.
We initiated the following activities to improve our Lead Generation
- Redesign of the website and Rebranding of assets
- Search Engine Optimization
- Content Marketing
- Linkedin Content Marketing
- PPC ads
- Email Marketing
- Competitor Analysis
Branding
- Identified the persona of the potential buyers of the product
- Redesign of Logo & new domain identification which clearly positioned the company
- Resigned the website based on the personal identification catering to enter prise companies
- Brand Positioning and Messaging of the product
- Brand Positioning and Messaging of the product
Organic Marketing
- Search Engine Optimization
- Initiated Off-page and On-page optimization
- Directory Submission
- Link Building
- Content Articles & Content Marketing
- Website Issue Fixing
- Launched External Blog
- Identified 200 keywords & optimized
- Detailed competitors' analyses
- Improved Global Ranking
- Improved Visitor Pageviews
- Improved Traffic channels
- Improved Keyword rankings
- Increased Linkedin followers from 2,350 to 14,000+ period of one year.
The Results
With proper mix of Organic, Inorganic Paid Search leads/MQLs to SQL’s and us Generated more then100+ SQL and on an average each SQL ticket size is $50,000 Which is closed $5 million business in a year.
