SEO Strategies & Online Lead Generation

SEO Strategies & Online Lead Generation

SEO Strategies & Online Lead Generation

Challenge

The Admiral at The Lake, an affiliate of The Kendal Corporation, was in a competitive market and wanted to increase the number of online leads necessary to keep their sales pipeline full.

Strategy

admiral at the lake inbound dataA digital audit was conducted to assess every aspect of the organization’s online brand and conversion points, including the existing website, value proposition messaging, content strategies across all platforms (website, social, email, etc.), SEO and SEM strategies, and a comparison was made to their key competitors. As a result of the data identified in the digital audit, a custom inbound marketing strategy was developed:

  • Implementation of an automated marketing system
  • Content strategy, which included resident input for content development
  • Multiple lead nurturing workflows to facilitate the long sales cycle
  • Campaigns focused on the persona pain points, along with promotion strategies
  • On-page and off-page SEO strategies to support search engine ranking
  • Performance-based website analysis and change plan to remove any user experience barriers
  • Content in the form of blogs and social posts

Results

As with any inbound marketing program, the first year is considered a building year, and growth is typically slow and incremental. The first year is critical because user behavior data is now available, which allows for analysis and change to improve conversions. Within a few short months of implementing the program, The Admiral at the Lake experienced:

  • 8% increase in organic traffic
  • 48% increase in traffic from social media channels (Facebook, Twitter, LinkedIn)
  • 168% increase in search engine impressions from the keyword “independent living”
  • 10% increase in visits on the Virtual Tour page

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