Inbound Marketing Campaign for Workast
Big Goals
The Workast team wanted to stand out in the crowd. As the Marketing Manager, my responsibility was to create an organic campaign to nurture high-quality leads and customer relationships.
This is how we did it:
Laying the Foundation
Defining the Ideal Customer Profile (ICP)
We crafted our ideal customer profile, providing a clear direction for our messaging and targeting efforts.
Competitor Research and Differentiation
We also checked out our competitors. Workast came out on top as the solution with the best value.
Mastering SEO and Content Strategy
Keyword Research
We identified user search patterns and experienced a significant shift in organic keyword trends. Over five months, our keyword presence increased by 43 in the Top 3 and 30 in the Top 10.
Onsite SEO and Improved Organic Search
We made sure our website was easy to find and read. Blog posts and landing pages underwent strategic optimization to align with the identified keywords. More people started visiting and staying longer, the organic search rate went from 63.3% to 67.2% in six months.
Quality Content
We collaborated with freelancers to produce SEO-informed and engaging blog posts, resulting in a 22% increase in clicks from Google Search.
Crafting Engaging Landing Pages
User-Centric Landing Pages
Guided by our ICP, we developed targeted pages highlighting Workast's Solutions, fostering engagement and driving conversions.
Expanding Outreach and Engagement
Templates Library
We curated a library of templates that seamlessly integrated into solution pages, resulting in month-to-month organic traffic growth.
Affiliate Program Launch
We introduced a way for advocates to tell everyone about Workast, and it worked! There was a 68% increase in direct traffic from Q1 to Q2.
Continued Education Pieces
We created an eBook to attract leads and establish Workast as a thought leader in the industry.
Backed by data-driven strategies and collaborative efforts, we point towards a 15% increase in leads generated from organic search traffic compared to the previous quarter, and a 10% increase in lead conversions.