How Kickbox increased the value of their conversions by 1904% within 2 years by committing to a highly-targeted and organic traffic-focused marketing strategy.
COMPANY PROFILE
kickbox.com
Summary
Kickbox, a Ziff Davis company, is an SaaS company with a super-niche offering in the email deliverability industry. They came to us very early in their marketing journey and, armed with a solid technical foundation, needed us to translate that excellence into tangible online traction and conversion.
Being a sister company of Moz, Kickbox’s team was already well-versed in the modalities of SEO but they needed someone to create a bespoke strategy for their brand and then execute the same to its full potential in a fairly saturated market.
Despite the competitive nature of the industry, Ranq was able to develop and deploy an SEO and content marketing strategy that categorically targeted organic traffic with high levels of search intent.
The result was a 430.6% increase in organic clicks and an 827% boost in 1st page rankings which translated into 46,500 new goal conversions worth $395,000 and approximately 178% ROI.
Goals
Kickbox’s goal wasn’t just to get traffic. They wanted the traffic to be pre-targeted. They only wanted organic traffic that was already primed to convert into paying customers.
CHALLENGES
Challenge #1:An already mature and highly competitive industry
Email deliverability is a very specific and nuanced niche within the incredibly competitive email marketing industry. Finding traction in a mature industry like email marketing is only possible by outperforming the competition in 3 areas: market intelligence, expertise, and presentation.
Challenge #2: Technically sound and relevant content
Email marketing is a technically demanding industry where content from a proficient enterprise needs to represent their expertise, experience, trustworthiness, and professionalism. This requires intensive time and effort during the research and editing phases of content development.
Challenge #3: Pre-primed organic traffic ready to convert
Kickbox wanted traffic that was ready to convert. This meant that Ranq had to find a way to target the audience not only in the Awareness phase of their buyer journey but also an audience that was primed to slide through the Consideration and Conversion phases quickly.
Strategy
1. Identifying keywords with high search intent
The vast majority of the audience online lives in the awareness stage and this is evident in the keywords that perform well. High search intent keywords, by their very nature, are more valuable and rarer. We spent a lot of time identifying and targeting these keywords through our SEO content strategy.
2. Producing technically accurate but persuasive content
Drawing traffic with high search intent is tricky because individuals are already well-informed about their objectives. For us this meant creating content that not only offered value to these super-knowledgeable individuals but also persuading them that Kickbox is, by far, their best chance of achieving their lofty goals.
3. Directing traffic through multiple pages towards specific goals
For traffic to convert, they need to follow through their landing page to converting pages. To enable this, Ranq not only created content aimed at different stages of the buyer journey but also created an interlinking strategy supported by carefully placed CTAs.
4. Multiple layers of on-page optimizations to maximize winning pages
Once Ranq identified a page that was doing well in the SERPs and other engagement metrics, we worked on it even more to maximize its potential. This meant conducting on-page optimization exercises on pages more than once with subsequent efforts becoming more refined.
5. Regular content gap analyses to identify deeply hidden industry gaps
It is difficult to penetrate mature industries because competitors are constantly refining their already-evolved techniques. To cope with this, Ranq put in place a schedule to conduct domain-level competitor analyses and page-level content gap analyses.
6. Upgrading key (core) pages to improve conversions
After creating the path that potential customers would journey through, we realized a need to refine their destinations. To that end, we went to work on improving key conversion-centric pages to ensure that people complete their journeys resulting in improved conversion numbers.
Results
Earned in Goal Value
Organic Clicks
Goal Completions
In Top 3 Positions
Increase in Conversion Rate
Pages Optimized
Articles Published