Web Conferencing Software Company Develops a Brand via Search Engines

Problem: An established publicly-held consumer video conferencing company needed to re-establish their new company name and enterprise products to the B2B large enterprise market. The majority of their search engine traffic came from their previously well-established products and company name and not from their target keyword phrases. Potential new visitors to their site would not learn about their enterprise products due to the new web site's lack of search engine visibility. The sales force was frustrated with the large volume of white paper requests from consumers and lack of leads from qualified prospects. In addition, certain search engine spider "road blocks" were preventing the search engine spiders from crawling the new site.

Solution: Market-Vantage provided marketing strategy consulting services, working closely with the client, to understand the target market audience they wanted to attract and the most effective approach for re-educating their audience about their new products. We also recommended a way to deflect the consumer traffic and attract more B2B enterprise traffic. Market-Vantage also worked with the company's public relations firm to ensure optimized copy in articles and press releases. We continue to analyze the existing large volume of traffic to determine visitor behavior, study traffic trends and make marketing campaign strategy recommendations to improve qualified lead conversion for the direct sales force.

Marketing ROI Results:

The type of leads generated by the new web site content shifted from 80% consumer to 80% B2B enterprise. Optimizing the site content for search engines, paid submission programs and updates to existing directory listings increased the number of positions in the Top 10 search engines by more 50% within four weeks of implementation. The trend for new visitors to the site from the target keyword phrases continues to increase steadily each week. Trends in referring keywords from their previous company and product names decrease as the new company and product name referring keywords increases indicating more brand recognition.