Clients often come to us for strategic help in driving new business leads with a pre-determined set of tactics and media channels they believe will work best. We wanted to show prospective clients exactly how important a purposeful omnichannel strategy is to driving an increase in site traffic, engagement and lead generation. What better way to do that than seize the opportunity to market for ourselves? So, we got to work planning how to drive new business leads in specific ag business categories through an omnichannel campaign that leveraged our owned content and then, through a multi-step process, drove visitors to convert.
We knew our paid and owned assets needed to work together. First step was to bring our organic and paid tactics together to take advantage of synergies and apply those learnings. We increased our paid media support which allowed us to expand our efforts and incorporate new ways to engage.
Next, we developed a paid search and social campaign that worked with our content to nurture leads through to a form fill conversion. We knew social was driving reach and search was driving engagement, so we expanded LinkedIn targeting and redefined search with new groups and keywords. We kept budgets nimble between channels to take advantage of new opportunities.
We also devoted time to SEO by optimizing our content to improve search engine rankings. This helped drive site traffic where we turned site visitors into contacts using gated content.
And most importantly, we continually optimized the plan and tactics throughout the year. Giving ourselves freedom and flexibility to do that allowed us to amplify the best tactics and pivot when results weren’t as anticipated.
