CASE STUDY

Building a blog to grow inbound marketing leads

A design and printing firm in partnership with Projekt Rising

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Overview

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Challenge

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Solution

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Results

Overview

It doesn’t matter what industry you are in and what products you sell, all customers and clients will have questions that you can answer which will help gain their trust and keep you at the forefront of their mind.

Blogs are still an excellent way to reach new customers and make sure your service or product can be found on Google.

Read on to discover how we created a blog for our client, jam packed with information and answers that warm leads were looking for.

Challenge

A new client reached out to us via a referral and explained that although their competitors had blogs, they had never got around to setting one up and weren’t sure where to start.

Their customers were happy with the printing and design work our client offered them, but their sales team wasn’t seeing the best results from their cold calling process. They didn’t want to keep spending money on new sales hires, but they weren’t sure what else they could do to bring in warm leads.

Solution

During our discovery phase with this new client, our lead business strategist suggested focusing on inbound marketing to avoid bulking up the team with more sales people.

An inbound marketing strategy would involve creating a resources page (blog) that would answer the most commonly asked questions in their industry, as well as the most niche questions.  

Before launching the resources page, it would be necessary to hold a team brainstorming session to cover all the questions, but once those questions were clear, Projekt Rising would be able to focus on writing and proofreading each blog and optimising it for search engines. Our keyword specialist would research long and short form keywords and create a document that our client could refer to for other marketing materials.

Results

Projekt Rising created a team of writers, designers and proofreaders and within 4 weeks we were able to hand our client:

  1. A UX friendly resources page on their website
  2. 3 pillar pages showcasing the main areas of expertise and knowledge
  3. 30 blogs covering the key questions and concerns of past customers

Our client was thrilled to launch their resource page and have continued to use our blog writing services each month in order to keep improving their search engine position. Inbound marketing is a long game approach with excellent results as long as consistency in content creation is maintained.

We are now also working with their sales team to create sales aids, PDFs and infographics.

“It was very interesting to discover more about inbound marketing. We loved working with you and are grateful for everything you’ve done. We are all writing down questions for new blogs whenever they come up and, as a team, we are more enthusiastic about Google Analytics and our web visitors than we’ve ever been before!”

Ed Thomson

Head of Sales