While it may not deliver the kind of immediate results you see with multi-channel advertising — particularly with the right audience targeting strategy — SEO (search engine optimization) has the potential to get you big results. They may just take a little longer to come to fruition.
Some stats you should know about SEO and content marketing:
The right SEO and content marketing strategy can drive traffic and hiqh-quality leads to your website — without the high cost per click that often comes with paid search advertising. But, investing in it can often be a leap of faith, because results won’t happen overnight.
Since last year, their traffic from all sources has more than doubled, while their organic has nearly tripled, and their visitors are finding what they need in fewer sessions.
Their bounce rate has decreased by nearly 22% for all users and by nearly 45% for organic users over the last year. This means that significantly fewer people are leaving the website before finding something valuable enough to stick around
How did they do it?
The marketing strategy for this HVAC contractor has been consistent creation of new, valuable, targeted content aimed at gaining new commercial clients for HVAC contracts.
Since 1/1/20, they’ve had 125 leads, largely from commercial customers looking for someone to service their HVAC systems.
Nearly all of their conversion paths (how someone found them initially and the stream of interactions they took before converting) start with organic search.
Their Marketing Success Manager, James Campbell, had this to say:
“The client told me the other day that he’s never had so many calls for commercial refrigeration repair! We’re now making a bigger push to establish him as the ‘go-to’ refrigeration repair service and increasing social proof to make 2021 even bigger than 2020.”
Conclusion
Investing in SEO and content marketing may not lead to organic leads today or tomorrow, but if you stick with a consistent, targeted content-building strategy, it can pay off big time in the long run.
Jon Buscall once said,
“Content Marketing is a commitment, not a campaign.”
This HVAC contractor didn’t stop after just one blog or page build. They kept at it with a consistent content marketing strategy, and it’s paid off in more overall leads and a significantly lower bounce rate.
Want to learn more about content marketing? Check out this video to learn expert tips to help you get it right.
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