SPW Enterprise IT
Client Story
At A Glance
85%
3.5x
About SPW Enterprise IT
About SPW Enterprise IT
The Challenges
Limited Reach & Small Deals
SPW Enterprise was seeing some success, but like many B2B companies with little knack for marketing, the majority of their leads came from connections of the leadership team. They struggled to generate any leads outside of their CEO and shareholders’ networks. On top of that, any leads they were getting were from smaller businesses, just barely affecting their bottom line.
With increased competition in the market, they needed to do something to increase brand awareness, drum up fresh leads, and land larger clients. If they couldn’t, their network would soon dry out, and SPW would be in trouble.
As we met with their team and dove into their situation, we recognised a few key areas that needed immediate improvement:
Traditional Marketing Tactics
SPW was relying on traditional lead generation tactics that just weren’t cutting it for them. Any leads they were getting were too small to work with. They needed more strategic and creative digital tactics.
Thin Site Content
Their site described what they could do for you, but not much more. Their landing pages lacked comprehension and appeal.
Minimal SEO Effort
SPW was in no way poised to rank on search engines for their services – despite a high number of monthly searches for valuable keywords they should have been ranking for.
Inefficient Sales Process
Not that SPW was inundated with leads, but their current process was inefficient and far too manual.
SPW was in dire need of a marketing partner who could help them break out of their stagnant situation, improve revenue, and take back any market share they had lost.
The Solutions
Expanding Reach Through Multiple Channels
Site-Wide Optimisation
SPW wasn’t taking advantage of the large volume of searches for IT asset solutions. We performed keyword research to identify the most valuable searches being made related to their services. We then optimised their entire site to rank for these keywords by focusing primarily on technical and on-page optimisations. We optimised site speed, site architecture, title tags, meta descriptions, H1s, other headings, body copy, internal links, and much more.
Rewrote Service Pages for Top Rankings
Not only did we implement technical and on-page SEO, but we rewrote all service page content to be more thorough and likely to rank for their target keywords. We wanted their content to wow visitors and thoroughly answer any questions they might have about the service – all while communicating why working with SPW would make their lives easier.
We transformed these pages from brief and bland descriptions of their service into comprehensive and valuable brand assets that turned strangers into leads.
Relevant Link Building for SEO
On top of optimising the site and refining service page copy, we ran a link building campaign to drive relevant and authoritative backlinks to the site. This would supplement our on-page and technical work to improve keyword rankings, drive more traffic from search engines, and acquire more leads on site.
Ran Search and Display Ads
As a part of our digital marketing strategy to drum up new leads, we rolled out search and display ads to target those searching for IT asset solutions and to introduce the brand to those who may not yet realise their need. We capitalised on a handful of affinity and retargeting audiences, driving users to a landing page carefully designed to capture leads.
Formulated a Quiz for Lead Gen Efforts
Not only was SPW struggling to generate leads, but their sales team was spending excessive amounts of time qualifying the leads they had. In order to address both problems, we came up with an unconventional idea to drive quality leads: a quiz.
We designed an interactive quiz that would assess how safely a company was being with their data. At the end of the quiz, we collected the prospect’s information in order to view the results. As a thank you, we gave away a free copy of a helpful whitepaper to establish SPW as an authority and create yet another brand connection, a win-win.
Produced High Quality Blog Content
Blog content played two key roles in SPW’s marketing campaign: it helped nurture prospects and leads through education and helped SPW rank for more keywords beyond their primary services. Every piece of content played a vital role in their buyer’s journey, and has helped sales members point leads to accurate information to help them make a decision.
Produced High Quality Blog Content
Blog content played two key roles in SPW’s marketing campaign: it helped nurture prospects and leads through education and helped SPW rank for more keywords beyond their primary services. Every piece of content played a vital role in their buyer’s journey, and has helped sales members point leads to accurate information to help them make a decision.
Implemented and Configured HubSpot
Prior to working with Brew, the SPW sales team had loads of unorganised spreadsheets to track and follow up with leads. Now they have organised dashboards, workflows, and deal tracking to help their sales team operate more efficiently and effectively as they land bigger deals.
Implemented and Configured HubSpot
Prior to working with Brew, the SPW sales team had loads of unorganised spreadsheets to track and follow up with leads. Now they have organised dashboards, workflows, and deal tracking to help their sales team operate more efficiently and effectively as they land bigger deals.
The Results
Multi Channel Lead Generation
Thanks to our comprehensive digital marketing campaign, leads grew for SPW by 3.5x, while their business directly attributed to digital marketing grew by 85%. They’re now landing larger deals more frequently as they grab more and more market share.
Our Approach
When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:
- SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
- Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
- Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
- Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends
Comprehensive SEO Audit
We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.
Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.
Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.
Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.
It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.
This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:
Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.
The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.
Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.
Tracking & Monitoring of Collectius’ Web Performance
To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.
With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.
Digital Content Strategy
Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.
This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.
From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.
Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.
Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.
Backlink Acquisition
To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.
Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.
As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.
This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.
Outstanding SEO Results for Collectius
Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:
Significant Traffic Growth
Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.
Expanded Keyword Reach
There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.
Top Rankings in Local Searches
Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.
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