An Enterprise Increased Organic Leads for a CRM With Content Marketing and SEO

Project Overview

Our client offers a diverse range of cloud-based solutions tailored to meet the needs of businesses in various industries. For one of their CRM solutions, they aimed to increase visibility and attract new customers to enhance their market presence.

To achieve these goals, we implemented a comprehensive strategy over a three to four-month period. This included optimizing their website for search engines to improve organic rankings and increase traffic. We conducted thorough keyword research to identify high-value, non-branded keywords that potential customers were searching for.

Business Goals

Considering the market opportunities and their product capabilities, our client wanted to focus on scaling growth for one of their CRM products for which they identified the following goals:

1. Strong Product Positioning

They wanted to improve the market positioning of their AI-powered CRM product. Our client found it challenging to achieve it independently and hence, they brought us in. Their goal was to establish a more robust presence within the CRM industry, using content and SEO to highlight the unique benefits of their product and gain recognition among potential customers.

2. Expand Customer Base

The client already had a large customer base for their older products. However, for this new CRM solution, they aimed to reach untapped markets and attract new customers. With organic SEO efforts, they intended to drive more qualified traffic and non-branded organic leads to support growth.

Technical Challenges

Our client was looking for a partner who could create and execute their SEO strategies. After analyzing their current SEO efforts, we identified challenges and action items to optimize their website to achieve the business goals.

1. Limited SEO Optimization

The client’s SEO activities for this product were not fully optimized. They needed improvements in key technical areas, such as website structure, missing interlinking, and backlinking strategies. Additionally, technical SEO aspects like a content security policy header were not in place, which affected overall site performance and visibility.

2. Lacked Targeted Marketing

They did not have a focused marketing strategy for this CRM product. To effectively capture their target audience, they required a more structured approach that combined content marketing and SEO. This was necessary to drive lead generation, increase organic traffic, and elevate the product’s market presence.

Our SaaS Marketing Solution

We conducted a day-long discovery session with the client to comprehensively understand their business goals, product offerings, and marketing challenges. During this session, we discussed their AI-powered CRM product, market positioning, and target audience.

Based on these insights, we developed a tailored SaaS marketing strategy, focusing on organic SEO and content marketing to help them achieve their lead generation and growth objectives.

Solution one: Created a funnel-oriented content strategy

We crafted a comprehensive content strategy to drive meaningful and tangible results across the funnel. Their existing content was created for the top of the funnel (TOFU) and lacked consistency at the middle (MOFU) and bottom (BOFU) stages. Considering that they are essential for nurturing leads and driving conversions, we developed a targeted strategy designed to address the needs of potential customers at each stage.

We began with extensive keyword research, identifying high-traffic, long-tail, and intent-based keywords aligned with their audience’s search behavior. Next, we tailored our content strategy for each funnel stage—educational content for TOFU, solution-focused content for MOFU, and conversion-driven content for BOFU.

We bifurcated them into different categories to better align with our objective, which was to increase leads. With more 60% of our focus on BOFU blogs and 10% and 15% on TOFU and MOFU respectively, we nurtured our audience through targeted content that effectively addressed their specific needs at each stage of the buyer’s journey, ultimately driving higher engagement and conversion rates.

And then, we prepared detailed content briefs for each piece of content that included meta details, interlinking strategies, and a focus on primary and NLP keywords, ensuring SEO-friendly, user-centric content that nurtured leads throughout the funnel.

To improve the traffic drastically, we not only removed low-traffic generating (dead) pages but also pages that cause content cannibalism.

Solution two: Optimized the technical SEO for website pages

We began by conducting a thorough analysis of the client’s website to identify key areas for improvement in technical SEO. Our review highlighted several critical issues, including security gaps such as missing HSTS and Content-Security-Policy headers. Based on these findings, we recommended and implemented essential updates to address these issues.

In addition, we provided actionable insights to enhance page speed and overall site performance. We updated SEO meta titles and descriptions for 75 pages to optimize search visibility and user engagement. These comprehensive optimizations helped elevate the website's technical standards, resulting in better search rankings and improved user experience.

The entire practice was carried out with a systematic approach. First, we prepared a breakdown of technical issues to divide them based on priority so that we can resolve them accordingly. Take a quick look at the structure.

Solution three: Created 100+ backlinks

To boost the client’s website authority and search engine rankings, we focused on acquiring over 100 high-quality backlinks. Our strategy centered on targeting reputable domains within the SaaS and services industries, specifically relevant to product. We ensured that all backlinks came from domains with a minimum age of one year, an average Domain Rating (DR) of 65 or higher, and a Moz Spam Score of less than 8.

Results We Achieved

Now that you have learned all the solutions we provided, let’s see the results. Please note that we have only shown relative figures to protect client confidentiality.

40.5% Increase in organic leads

We created pop-ups, ensured the right CTA placements, and compelling content creation.

30.1% Increase in clicks

We aligned our content with keyword intent, which we analyzed using multiple tools and our market research.

13.46% Increase in impressions

We built a journey-based site structure along with a relevancy-based internal link strategy. Also, we ensured that maximum keywords were ranking for targeted pages.

19.68% Increase in organic traffic

We ensured that all the content created was on point and in alignment with readers’ queries.