Case study: 200+ Leads in 30 Days for a B2B Client

Client Overview

• Industry: Turf & Irrigation

• Products/Services: Maintenance equipment, irrigation systems, buggies, turfgrass

• Target Audience: B2B sectors including golf, landscape parks, sports fields and grounds, hotel and leisure, agriculture, and farming

• Targeted Locations: Malaysia, Indonesia, Singapore, Thailand, Vietnam, Cambodia

Disclaimer: This project started in February 2024. Although there hasn’t been enough time to show fully accurate data, these initial results can give you an idea of what to expect within 4-6 months of working with us.

The Challenge

Before Partnering with Us:
The client's website was nearly invisible online despite being established in 2016, with only 50-150 monthly visitors, almost exclusively branded traffic (users already familiar with them). Key issues included:

• No Local Traffic: Almost zero organic traffic from target Southeast Asian countries.

• Poor Visibility: JJSEA’s brand visibility was just 3%, dwarfed by competitors like Toro, at 39.45%.

• Limited Conversion Points: The website’s sole conversion form was lengthy, with few conversion-focused elements.

• Unoptimized Content: Short, non-informative product descriptions led to high bounce rates.

• No Engagement or Blog: No localized or informative content to capture interest or improve SEO.

• No Infrastructure that support launching ads or tactical cold email campaigns.

Fast Forward to Now

Results to Date (Jan 1 - Oct 24, 2024):

• Traffic: Organic sessions surged by 1000%, averaging 1,500–1,800 visitors monthly.

• Visibility: Keyword visibility jumped to 40.27% (from 3%), surpassing Toro’s 41.97%.

• Top Rankings: 118 non-branded keywords now rank in the top 3, compared to only 3 in January.

• Leads: Leads increased by 500%, with a consistent average of 10-18 form submissions monthly.

• Engagement: Average on-site engagement soared from 30 seconds to 2 minutes, as all pages direct users to inquiry forms.

• International Presence: High visibility across four countries (Malaysia, Singapore, Indonesia, Vietnam).

• Paid Ad Success: Since infrastructure setup, paid ads have generated over 200 leads within a month.

• Marketing Maturity: JJSEA’s marketing maturity score increased from 1/5 to 5/5, showcasing robust website, SEO, and ad infrastructure.

Curious about how we made all this happen? Keep reading!

What Were Our Goals?

Every project we take on, we set realistic goals based on what we find during our discovery stage assessments. And here's the kicker - we always strive to under-promise and over-deliver. Unlike others who over-promise just to close the deal, we're all about exceeding expectations.

💡 We offer these assessments totally free of charge for those qualify, if you interested, apply from here.

Primary Goals: These are the goals we agreed on with the client, and we're aiming to achieve within 12 months:

• Double the organic traffic from each targeted country.

• Boost organic leads by 50%

• Increase sales qualified leads (SQLs) by 25%

Secondary Goals:

1. Get to Page 1 rankings for all primary keywords (over 100+)

2. Achieve Top 3 ranking for all product keywords (high intent, non-branded) - for 25 products and 5 major categories.

3. Encourage high user engagement: most users should spend more than 2 minutes per session and visit multiple pages.

4. Streamline the lead collection process using automation: reduce the time spent by marketing managers by 50% through effective use of AI.

5. Open another source of leads (via cold emails) to generate +50 additional leads within 6 months.

6. Streamline reports: have a single source of truth with 90% attribution accuracy.

7. Setup a solid infrastructure for the ads and run profitable campaigns.

If you're interested in the nitty-gritty of our strategy and how we implement these projects, keep reading!

Our Strategy and How We Implemented It

We kicked things off with an assessment to gauge where we currently are, and where we want to be. This assessment was key to charting the right path to success.

Once we had a plan in place, we broke it down into three actionable phases:

1. Phase 1: Infrastructure (First 2 Months): We tackled and fixed all the issues we'd identified.

2. Phase 2: Localization of Content (Months 2 to 5): We translated and localized all the content.

3. Phase 3: Ongoing Marketing Management: We took care of maintaining the website’s health, doing regular SEO optimization, and launching tactical paid ads campaigns.

Our SEO Strategy

We centered our SEO strategy around a few crucial elements:

1. State-of-the-art infrastructure that puts user experience front and center.

2. Programmatic SEO to effortlessly rank for long-tail keywords.

3. Localization of content.

4. Localized link acquisition campaigns.

Sure, it's a long-term process, but the payoff is well worth it. For a B2B business like this, the average sale value is quite high. Just a few sales can cover all the investment, sometimes even yielding a 20X ROI.

Our Approach to Keyword Research

We like to do things a bit differently when it comes to keyword research. While many others focus on low-intent, low-competition keywords, we go for the opposite. Most of our goals are tied to conversions (leads, add to cart, appointment bookings) because that's where the money is. We target high-intent keywords that lead users to:

1. Make an inquiry about a service or product.

2. Download an offer or gated content.

This way, we squeeze the most value out of SEO. As far as keyword research goes, we're all about going big or going home. There's no point in ranking for less competitive keywords that don't add any value to your bottom line.

In our case, we aimed to achieve top 3 rankings for all prime product keywords. That way, every time someone searches for any of the products and finds our client's site, the chances of converting them are much higher.

Our Content Strategy

When we started, their content strategy had quite a few issues:

1. No blog section.

2. Thin, poorly written content on all product pages that didn't add any value for users.

3. No linkable assets.

4. No gated content.

5. No localized content.

After We Stepped In (Completed as part of phases 1 & 2):

1. We added a blog section complete with a proper content calendar.

2. We revamped the content of all 150+ product pages.

3. We translated all their content into Vietnamese, Indonesian, and Thai, making sure we localized each language, not just translated it.

What We're Currently Working On:

1. Programmatic SEO related to golf courses.

2. Creating linkable assets for use in digital PR and outreach.

Website Revamp and UX/UI Improvements

Before they teamed up with us, the website had several issues:

1. Poorly written sales copy.

2. Not enough conversion points across the site.

3. Far from stellar mobile experience.

4. Painfully slow site.

5. Incorrectly tracked data.

6. Lack of internal links.

7. Poor site structure.

8. Unoptimized product pages.

9. A ton of 404 errors and missing pages.

After We Stepped In:

We managed to fix most of these issues within the first month:

1. We gave several sections of the site a complete makeover.

2. We added CTAs across the site and connected them all to one conversion point.

3. We took care of the site speed issue.

4. We improved internal links across the site and between products.

5. We gave the product pages a total revamp.

Overall, this significantly improved the user experience. User experience is critical for SEO. According to the latest insights from Google, the time spent on site and the user’s final destination are significant factors in their algorithm. It's also important to have a primary conversion point and a secondary one. In our case, the primary conversion is the inquiry form; everything else is secondary.

Tackling Technical SEO

Given that JJSEA's site is quite large (over 10k pages), technical SEO was crucial. We came across several challenges:

1. Slow loading times

2. Loads of broken pages

3. Lack of internal links between pages

4. Most products wouldn't load or took forever to load

5. Most pages had a poor user experience on mobile

Our strategy involved:

1. Initially running an audit with Sitebulb. This tool crawls the pages just like Google or any search engine would, and reports on any issues it comes across.

2. Fixing all the issues identified in the audit as quickly as possible. We gave this task top priority and aimed to fix everything within the first 2 months.

Building Links

We used a variety of methods for link acquisition, primarily outreach. Our process included:

1. Prospecting: Finding matching sites for linkable assets.

2. Custom Emails: Drafting personalized emails for each site.

3. Automation: Using tools like Pitchbox or Quickmail to launch campaigns.

4. Tracking and Management: Using CRM (Pipedrive, Airtable) for positive responses and automation to speed up processes.

In the first month, we focused on directory links. We acquired quality directory links from each country to boost its ranking signals for local SEO.

Localization

We dedicated an entire phase of the project to localization.

The main challenge was the lack of local signals. There were no proper location pages that clearly explained the office location, address, or who managed the office.

The first step was to boost these signals.

We added their locations to the 'Contact Us' page.

A dedicated location page was created for each country and optimized for the local market.

Given our constraints of over 200 pages filled with technical product details and limited resources, we chose to use AI to speed up the process.

In the initial stage, AI was used for translation. Afterward, local editors from each country were assigned to edit and localize the content.

We also included SEO experts from each country in Southeast Asia to participate in the localization process.

AI greatly reduced both the time and cost involved.

Tactical Campaigns - Paid Ads

To build brand awareness and set the stage for lead generation, we kicked things off with two ad campaigns:

1. Awareness Campaigns
   First, we ran awareness ads focused on getting people to visit key pages on the site. This helped us learn which audience groups responded best to our ads and drove traffic to our main funnels and important pages. It was a crucial first step to understand our audience better and build a foundation for lead generation.

2. Lead Ads with a Retargeting Twist
   Once we had an idea of who was engaging, we launched lead ads specifically designed to convert. We built these around testimonials and pain points that really spoke to the audience. For people who had visited the site in the past 90 days, we set up retargeting ads to keep them engaged and encourage them to take action.

This two-phase strategy brought in 200 leads in a month, with 30% of those moving to the next stage. This filled the client’s pipeline with new meetings and late-stage deals. Our main goal was to bring in a high volume of leads, then use automation to qualify them, so the sales team could focus only on leads that were ready to talk.

Handling Leads

From the get-go, we knew we were going to generate a lot of leads. But the client didn't have enough resources to effectively manage these leads.

The real challenge was figuring out how to identify the best leads, score them, and direct them to the appropriate person.

To tackle this, we used our customized platform. This platform is based on the GHL system, but we tweaked it to cater to the client's needs. It gets the job done at a lower cost than other alternatives.

The Results

Results to Date (Jan 1 - Oct 24, 2024):

• Traffic: Organic sessions surged by 1000%, averaging 1,500–1,800 visitors monthly.

• Visibility: Keyword visibility jumped to 40.27% (from 3%), surpassing Toro’s 41.97%.

• Top Rankings: 118 non-branded keywords now rank in the top 3, compared to only 3 in January.

• Leads: Leads increased by 500%, with a consistent average of 10-18 form submissions monthly.

• Engagement: Average on-site engagement soared from 30 seconds to 2 minutes, as all pages direct users to inquiry forms.

• International Presence: High visibility across four countries (Malaysia, Singapore, Indonesia, Vietnam).

• Paid Ad Success: Since infrastructure setup, paid ads have generated over 200 leads within a month.

• Marketing Maturity: JJSEA’s marketing maturity score increased from 1/5 to 5/5, showcasing robust website, SEO, and ad infrastructure.

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