Digital Lead Generation for Digital Solution Providers – Industry-specific Insights

Background

The creation, sharing and use of digital content is referred to as the digital media supply chain. Erstwhile an area that only media and entertainment companies were concerned about, today the digital media supply chain has become crucial across several industries, particularly marketing agencies [1], universities and organizations that deal with large amounts of digital content.

The client

A multinational company headquartered in Sweden with their primary target market as Sweden, United States and Germany. They provide a portfolio of technology and software solutions for companies working with media to support their business needs. Their solutions aim to maximize the value an organization can get from their media assets, rights, inventory and market. GO MO started work on the partnership in January 2020. The client aimed to launch a new website in the month of February 2020, which was delayed and eventually launched in May 2020.

The objective

  • Create a customer journey and communication strategy based on data and customer intent.
  • Tap into the great potential of pull-marketing with more than 200,000 searches per year in the US only.
  • Create long-term digital assets with content by targeting decided upon keywords and topics in continuous content.

SMART goals

# Increase brand presence on Google.com SERP
# Improve keyword rankings
# Increase organic traffic
# Generate leads and requests

Key Highlights

We made the strategic decision to optimize for the English language and benchmark performance on Google.com. This allowed us to generate global value. Leads could be generated from multiple markets and countries.

The client generated leads from companies that otherwise may not have been aware of them because they are located outside their targeted market. For example:

Australia (Google.com.au)

  • One of Australia’s major media companies
  • A software company

United Kingdom (Google.co.uk)

  • A recently launched general television network
  • A provider of network integration and technology consulting services

France (Google.fr)

  • An LLC that provides consulting and project management services

Each of these countries had search volumes for English search queries. By optimizing for English, we were able to organically rank on Google’s search results for country specific search engines.

The strategy

Using pillar and cluster content to achieve top rankings

Dedicated SEO service pages:

Recognizing that there would be limitations on content and layout for the site’s main service pages, we recommended creating dedicated SEO service pages. These pages would not be added to the main navigation menu but would have more flexibility with regards to amount of content, layout and CTAs. This allowed us to include relevant keywords in content and leverage their full potential while still adhering to the UI requirements decided for the website through separate service pages linked in the navigation menu.

Intent based service page content:

While the site was in development we started creating intent based content for the SEO service pages. Each page was mapped with specific search queries. Content was created to match the intent behind the targeted queries. The grouping of keywords based on search intent made it apparent that a pillar and cluster strategy would be highly effective for the project.

Topic clusters

Instead of targeting all keywords through the pages planned for the new website, we created topic clusters made up of pillar and cluster pages. The dedicated SEO service pages acted as topic pillars. Keywords with similar search intent that did not fit with the content of the pillar page were mapped with a cluster page. The cluster pages linked back to the pillar page and to one another. This allowed us to create topic clusters that indicated to search engines that the site has in depth coverage and ownership of the topic. Below is an example of a topic cluster:

The results

How we gained top rankings & generated leads via SEO in 3 months
After the website launched in May 2020, we were able to quickly implement the pillar and cluster content for key business areas. Before SEO optimization the client’s website was ranking outside 100 for targeted keywords. By August 2020:

#Increase in online presence:

  • +28% increase in organic traffic (May, Jun, Jul 2019 vs 2020)

#Lead generation:

  • 10 relevant sales qualified leads were captured via organic traffic to the website

The unexpected: Impact of Covid-19

The client traditionally relied on participation at offline conventions and conferences to acquire new business and generate leads. Due to the pandemic, all such events were cancelled, cutting off their main channel for generating new leads for the organization.

Covid-19 had a significant impact on the media and entertainment industry as a whole. According to a survey by PwC, 80% of industry executives are turning to cloud solutions as a means to contain costs and address the loss in revenue caused by the pandemic [2]. Cloud based solutions can be used to increase operational efficiencies by optimizing digital media asset management and improving collaboration.

This has amplified the importance of digital marketing and having a presence on search engine result pages. Companies who are looking for ways to update their digital media supply chain and meet the demands of our current environment, our client has the exact solutions that they need. It is our goal to ensure that they are visible and provide the right information when stakeholders at various levels go online to look for solutions.

Sources

1. M&E Journal (Jun, 2019), “How to Benefit from the Digital Media Supply Chain in a Marketing World” [Accessed August 2020]

2. PwC (Feb, 2020), “The show goes on in the cloud” [Accessed August 2020]