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Introducing Alert Rental Customer Portal Integration for WordPress Websites: Allow Your Customers To Access Their Account Information At Their Fingertips

Equipment, Tools, Party and Event Rental Stores Improve Customer Service by Enabling Account Information Access

In a world where the clock never stops, one way to improve customer service is to enable your clients to check things off their list when convenient to them… without having to use up your precious human resource.

The Customer Portal integration between WordPress and Alert Rental allows rental businesses’ clients to view and interact with live data connected to their customer account. An easy to navigate dashboard provides all key elements of viewing important admin documents, making payments, event taking items off-rent early!

The standard Alert Rental Customer Portal integration includes:

  • View current balance
  • View open tickets
  • View open invoices
  • View closed invoices
  • Search closed invoices by Invoice Number
  • Search closed invoices by Date Range
  • Download PDF of open tickets and invoices
  • Make payments via credit card (ACH not supported by Alert Rental)
  • Courtesy one-time bulk upload of Customer Portal users per provided Excel Sheet by Client
  • Enable Sales to manage Customer Portal Users without managing website
  • Customers can create accounts and recover password without employee help
  • Login screen with automated password reset Self-registration of new users

Rental businesses’ staff will be able to:

  • Manage user accounts
  • Modify the portal with appropriate information you’d like to display
  • Collect your money faster

Alongside the standard integration, a number of customizations and add-ons are also available depending on how you want to further improve your customers’ experience:

  • Custom Customer Portal registration page
  • Enable same user to have access to multiple accounts
  • Take items Off Rent
  • Off-rent email notification by location (requires “Take items Off Rent”)
  • Off-rent print notification by location (requires “Take items Off Rent”)
  • Rename Customer Portal screens / menu labels

With this integration rental businesses are improving staff efficiency by leaving repetitive tasks to their available technology.

An Automated Approach To Rental Businesses

We are on a mission to improve business efficiencies by utilizing already available technology and enabling integrations.

Allowing website users to access their accounts with rental businesses (party or equipment) online can provide several benefits:

  1. Efficiency and Trust: Allowing your clients access to their account information speeds up processes for everyone involved, which leads to overall better experience and more trust.
  2. Improved revenue collection: The convenience to review and pay your bills online removes a big friction between businesses and their clients. Enabling your client to access their open invoices and make full or partial payments will speed up your collection of precious revenue.
  3. Improved customer experience: Providing a hassle-free experience to customers who are inquiring about your services can improve their overall experience with your business. By providing an easy and streamlined way to get an update on their account, you’re demonstrating that you value their time and are committed to providing excellent service.
  4. Ease of equipment flow: To take an item off rent likely means having to make a call to your store (during business hours). Why not enable your customers to do that when they can. Freedom of making choices and acting on them is a big part of earning customers trust and long-term business. You also can get your equipment back earlier if not needed to get the next order going!

Your customer portal can be the newest motor in your business in a few short weeks! If you are interested in implementing Customer Portal on your website, please contact us:

Introducing Alert Rental WebRequest Integration for WordPress Websites: Allow Your Customers To Request Quotes Online

Equipment, Party and Event Rental Stores Improve Efficiency and Offer a Better Customer Experience

Save a few manual steps.

Focus your team on closing business vs. documenting requests.

The WordPress website integration with Alert Rental WebRequest allows your clients to select the items they are interested in renting and request a quote without having you engage your team via email, phone, etc. Take the first steps into modernizing and improving your website’s experience. In just under a month your website can become a more valuable asset to your business!

The Alert Rental WebRequest integration allows your website users to:

  • Browse your rental catalog
  • Add rental products to WebRequest
  • Include billing & event details in WebRequest
  • Select pickup or delivery, and preferred dates and times
  • Submit WebRequest

While WebRequests are being submitted, you and your staff will be able to:

  • View requests for quote in your Alert Rental dashboard – no more chasing emails and worrying if something went to spam
  • Convert request for quotes to bids straight from your Alert Rental dashboard with a few easy clicks
  • Track all requests for quotes in your website dashboard and if/when needed resend confirmations

Alongside the standard integration, a number of customizations and add-ons are also available depending on how you want to further improve your customers’ experience.

With this integration rental businesses are improving staff efficiency by leaving repetitive tasks to their available technology.

An Automated Approach To Rental Businesses

We are on a mission to improve business efficiencies by utilizing already available technology and enabling integrations.

Allowing website users to request a quote for your rental products (party or equipment) online can provide several benefits for your rental business, including:

  1. Convenience: Offering online quote requests makes it more convenient for your customers to inquire about your event and equipment rental services. They can do it from the comfort of their own home or office without having to make a phone call or visit your physical store.
  2. Time-saving: By enabling online quotes, your customers can save time as they won’t have to wait on hold or leave a voicemail. Instead, they can submit a request at any time and expect a response. In turn, responding to quote inquiries with WebRequests saves you and your team time as all items from the users’ lists are already in Alert Rental. With a couple clicks of a button you can turn them into a bid and send to your customer.
  3. Reduce risk of errors: By enabling your customers to select the items they are interested in, review their cart and submit their list to you, you immediately reduce the margin of error of having someone on the phone writing down the list, for example. No matter how diligent rental employees are, human errors happen and when we can minimize those the outcomes instantly improve.
  4. Increased sales: When you make it easier for potential customers to request a quote, you’re increasing the chances of turning their interest into a sale. By providing a smooth and straightforward process to request a quote, you make it more likely customers will follow through and ultimately choose to rent equipment from your store.
  5. Improved customer experience: Providing a hassle-free experience to customers who are inquiring about your services can improve their overall experience with your business. By providing an easy and streamlined way to get a quote, you’re demonstrating that you value their time and are committed to providing excellent service.
  6. Enhanced data collection: Online quote requests allow you to collect customer information that can be used to create targeted marketing campaigns and tailor your services to meet their needs. By collecting data, you can better understand your customers and their rental needs, which can help you improve your business in the long run.

Overall, allowing website users to request a quote for your equipment online can benefit your business in numerous ways, from increasing sales to improving customer experience and data collection.

You can have your WordPress website ready to integrate with Alert Rental and start taking quote requests online in less than a month! If you are interested in implementing WebRequests on your website, please contact us:

Twelve Legs Marketing Named Full-Service Agency of the Year by the American Advertising Federation Colorado

Twelve Legs Marketing would like to share a big update. Recently, at the American Advertising Federation Colorado Icon Awards honoring the best of the Colorado Springs advertising community, Twelve Legs Marketing was recognized for outstanding work in three significant areas.

  • Volen Kiskinov was nominated for Media Strategist of the Year.
  • Jason Carter was nominated AND WON Producer of the Year.
  • And the entire Twelve Legs team (two- and four-legged alike) was nominated for AND WON Full-Service Agency of the Year.

How did this happen? Dogged pursuit. Throughout our team, we chase what’s best for our clients and partners with all our heart. We love the chase. We can’t get enough of it. It’s why we do it all day long, every day.

Thank you so much for trusting us to be part of your pursuits, helping us to grow as a team, and striving along with us. And know that these awards won’t lessen our love for the chase. In fact, they serve to make our pursuit even more dogged.

Wishing nothing but the best for you –

Your Twelve Legs Marketing partners

Why is Digital Advertising Consulting Cost Effective- 5 Benefits of Hiring the Best Digital Marketing Consultant

best digital marketing consultant

Marketing plays a role in everything we do, and whether you’re a consumer or a business owner, marketing efforts are impossible to avoid. Many times, we don’t even realize that any sort of marketing activities are targeting us at all, which is actually the primary goal for most marketing consulting firms.

But just because marketing efforts can seem effortless or organic, doesn’t mean that growth marketing is easy. On the contrary, it’s very far from it, which is why working with a digital marketing consultant is so important to a company’s business strategy.

The truth is that paid media is going to be the difference between you and your direct competitors. When done right, Internet marketing, digital strategy, and e-commerce give many businesses a competitive edge by improving customer experience and increasing an organization’s online visibility. In today’s world, these should be key business objectives for companies in any industry.

Whether you have an in-house marketing team or you’re a small operation just considering adding a marketing component to your business objectives, exploring the idea of hiring a marketing consulting firm can make a world of difference to your company’s goals. If you’re still on the fence, consider the benefits of marketing consulting services outlined below.

1. Marketing Consulting Firms Will Save You Time and Money

The right marketing consultant will save you two of our most valuable resources: time and money. Even if you have an in-house marketing team, trying to deploy new digital marketing strategies beyond the scope of their expertise is going to cost you.

In the time it takes an inexperienced team to learn some of the most in-depth strategies out there, a marketing consultant could have had your new marketing strategy up and running. Not to mention the money you would have needed to spend to pay your in-house team for training, equipment, and software in the process. That money could be better spent on digital marketing consulting, where your investment will not only save you time, but you’ll rest assured knowing it’s been done right.

2. Top Marketing Consulting Firms Have the Right Tools at Their Disposal

Digital marketers rely on a variety of technologies, programs, and resources to do their job effectively, many of which are costly and require specialized knowledge to use correctly. Whether it’s online marketing, managing social media accounts, or creating a marketing strategy from scratch, the pros at the top marketing consulting firms have what it takes to not only get the job done but to see the results of those efforts.

Along with having industry-standard tools to get your marketing strategy off the ground, marketing consulting firms frequently have a team of dedicated marketing specialists that can pick up the workload when needed. If your marketing strategy involves a last-minute content marketing push, requires crisis communications, or outreach through multiple marketing channels ahead of a big event, consulting firms will have folks at their disposal to do whatever it takes to achieve success.

Bottom line, if your team doesn’t have what it needs to get real results, then it’s worth exploring digital marketing consultants in your area to see what services they have to offer.

3. Digital Marketing Consultants Offer Specialty Consulting Services

In-house marketing teams can certainly be effective and handle day-to-day marketing efforts, but if your marketing strategy involves niche services that require specialized expertise, it’s best to leave it to a digital marketing professional who knows what they’re doing. Plus, certain marketing services require insider knowledge, and the right digital marketing consultant will be able to provide great insight into exactly what your company needs.

Consider hiring a marketing consultant for the following services:

  • Search engine optimization: A crucial strategy for growth marketing that helps to bring more traffic and organic sessions to your company’s website, with the ultimate goal being to generate more leads.
  • Google Analytics: A platform that provides data and reports regarding your website’s performance, which can provide actionable insights and help you make more strategic decisions for web content.
  • Social media marketing: Sharing content frequently through social media can help you reach current or potential clients, share your company’s values, and provide insight into the services your company offers.
  • Google Ads: This allows you to reach more customers by paying for ad spots that appear when people search for services similar to yours on Google.
  • Brand strategy: A high-level conceptualization of how your company will be represented. It should be consistent, and appropriately applied throughout all marketing channels.
  • Web design: The first impression your website makes on a potential client could make or break whether they choose to seek out your services. Professional web design will not only make your website look better, but it can also improve the customer experience, increasing the likelihood they will convert into a client.
  • Email marketing: Communication is fundamental for any relationship, including a business-client relationship. Email marketing can help reach your target audience with engaging content that can lead to new and returning customers.
  • Content marketing: the use of articles, blogs, and other short-or long-form content that acts as a useful resource for clients, whether it is educational, informative, or entertaining.

4. Digital Marketing Services Help Your Business Grow Faster

A digital marketing consultant can work wonders for your company’s growth. While digital marketing consulting isn’t a magic potion that will result in 10 new clients for your business overnight, marketing consultants know how to get results. An effective marketing consultant should be able to help you see results faster, drive more traffic to your platforms, and generate more leads than your in-house team would have been able to achieve on its own in the same amount of time.

Consulting firms offer marketing services for a reason: they’re good at it. If they are willing to put their name and reputation behind their consulting services, then they have to be able to produce results in a timely fashion.

5. Working with a Marketing Consulting Firm Allows You to Focus on What You’re Good At

Outsourcing to a marketing consultant allows you and your team to focus on your business and your clients. With marketing being one less thing to think about, you can put all your efforts into what your business has to offer. And with new clients coming in as a result of the hard work of your consulting firm, you’ll need that valuable time to give them your energy and attention.

It also allows your in-house team, if you have one, to focus on what they’re good at. Whether they’ve got social media marketing, content marketing, or email campaigns covered, they’ll be relieved to know that they can focus on their niche without having to learn entirely new concepts they aren’t familiar with.

best digital marketing consultant

Finding the Right Digital Marketing Consultant

For those starting from scratch, seeking out marketing consulting services can be overwhelming, but it doesn’t have to be. There are a few simple things you’ll want to look for when speaking with a digital marketing consultant.

  • Do they use a personalized approach for all of their clients?
  • Are they up to date on all the latest marketing strategies?
  • Can they provide case studies that back up the claims they’re making?

The answers to these questions should be yes, yes, and yes!

Work with Twelve Legs Marketing for Consulting Services

Look no further than Twelve Legs Marketing, one of the top marketing consulting firms in Colorado Springs, if you are looking for the best digital marketing consulting firm.

During their annual Icon Awards, The American Advertising Federation Colorado recognized our team for outstanding work in three significant areas:

  • Volen Kiskinov was nominated for Media Strategist of the Year. 
  • Jason Carter was nominated AND WON Video Producer of the Year. 
  • And the entire Twelve Legs team (two- and four-legged alike) was nominated for AND WON Full-Service Agency of the Year.

We are a full-service consulting firm that will work closely with you to understand your needs and produce the results that will help take your business to the next level.

If you’re in the market for a digital marketing consultant, we’d love to hear from you to see how we can help you achieve your goals. Reach us today by telling us a little bit about what you’re looking for, and we’ll be happy to set up a consultation to determine whether or not we can meet your needs. We look forward to hearing from you!

What is the Google Ad Grant Program?

Google Ad Grants is the nonprofit arm of Google Ads. It funds nonprofit organizations with up to $10,000 of advertising on the Google Search platform per month.

This program is meant to enable nonprofits to promote their missions and initiatives, free on Google search result pages.

The program provides a great opportunity for nonprofits to benefit from maximum visibility on Google while spreading the word out about your organization’s events, opportunities, and fundraisers without having to spend a single penny.

A few way to utilize the Google Ad Grant program, include:

  • Build brand awareness
  • Grow website traffic
  • Find volunteers
  • Drive donations
  • Add newsletter sign ups
  • Promote events

Wondering about eligibility requirements or how to successfully complete your application for Google’s Ad Grant program?

Our team of Google certified experts has helped a number of nonprofits navigate the application process, launch and maintain their eligibility.

We can help your nonprofit maximize the $10,000 monthly Google Ad Grant and allow you to devote your time to running your nonprofit organization!

What Is A Brand Voice? Give Your Brand a Unique Tone of Voice

Developing a memorable and consistent brand is difficult, especially if your company offers multiple products or services. No branding effort is complete unless you find a way to stay top of mind with your customers.

Giving your brand a distinct voice ensures that people remember it as something they can trust and relate to, regardless of the product or service they encounter from you. As a result, giving your brand its own voice will have a significant impact on how well it performs in the future.

However, in order to do so effectively, you must first understand the significance of a brand voice and how it can assist you in achieving that goal.

Let’s look at what a “brand voice” is, why it’s important for businesses, and how you can create one for your company.

What Is a Brand Voice?

A brand voice is the tone of language used to represent your brand messaging. In other words, it is how your company communicates with customers about its products or services.

Your brand voice works to lay the groundwork for all of your marketing efforts. It is how you choose to communicate about your company, including the tone, language, and manner in which you address your audience.

Developing and maintaining a strong brand voice will allow you to connect with your customers on a more personal level, increasing sales and customer loyalty.

Why Does Brand Voice Matter?

The voice of a brand is one of the most important aspects of developing a strong brand personality.

As a marketer, you understand the importance of brand personality. It’s what makes your customers recognize your company and want to keep returning.

As a result, developing a brand identity based on your brand voice will enable you to differentiate yourself from the competition and connect with customers more personally. This link will help your customers understand your brand and what you have to offer, increasing sales and keeping customers returning.

A unique brand voice will also allow you to create a consistent brand experience for your customers. This is significant because customers want to know that the company from which they are purchasing is trustworthy and reliable.

A distinct brand voice also enables you to develop your content’s language and tone of voice (TOV). A TOV is how you tell a story using your brand voice. It is how you use language to personally connect with your audience and entice them to continue reading or engaging with your social media posts and online content.

Tips on Developing a Successful Brand Voice

Developing a consistent and unique brand voice for your company can be difficult. This is because brands often get stuck in a rut of using tired cliches or over-analyzing every word they produce.

Here are five pointers to help you create a consistent and compelling brand voice for your business.

1. Decide On The Key Message You Want To Communicate

When developing your own brand voice, the first thing to consider is what your key message will be.

This is the key message you want your audience to take away from your marketing and/or branding.

To better understand the main message you want to send with your brand voice, consider your mission statement, brand values, and the benefits of using your product or service.

2. Choose the Words and Tone You Want To Use

Once you’ve decided on the key message you want to convey through your brand’s voice, the next step is to select the brand tone and words.

While your key message can help you narrow down your options, it is not a comprehensive list. You should select words that are likely to resonate with your target audience.

Consider the following factors to narrow down your options:

  • Who is your primary target audience?
  • What different social media platforms do they use?
  • What are their interests?

Following consideration of these factors, you will want to categorize your audience. You can then choose words and phrases that will resonate with each group and help them remember your brand.

3. Incorporate Emotions Into the Mix

Although your message may contain facts, figures, and product details, it will not be well received by customers without any emotional appeal.

Your brand voice is the perfect place to incorporate emotions that will help to create a personal connection between your brand and customers.

Before you decide on the emotions you want to use to create a distinctive brand voice, you will want to consider your brand’s personality.

A brand’s distinct personality is the combination of its visual and verbal characteristics. It’s what makes your brand stand out from the rest. You can use your brand’s personality traits to guide your decisions when selecting the emotions you want to incorporate into your brand voice.

4. Research Your Target Audience

Before deciding on the words to represent your brand, you should conduct research on your prospects. This will help you understand how your audience thinks, what they do, and what they care about.

You can also get ideas by studying other brand voice examples.

5. Select The Words That Define Your Brand’s Voice

Now that you’ve narrowed your options and have a better idea of what words to use, it’s time to choose the words that define the voice of your brand.

When developing a strong brand voice, choose words that your customers can relate to and trust.

Customers will be unlikely to engage with your brand if it sounds too sales-focused. Customers will forget about your brand as soon as they leave the store if it sounds too bland.

A Brand Is a Voice, and a Product Is a Souvenir

When creating and maintaining a successful brand, it is critical to have a consistent and memorable brand voice. People will remember your brand if it has a distinct identity, regardless of what your company sells or does.

Twelve Legs Marketing can assist you in developing a strong brand voice that is consistent with your company’s core values and goals.

Our process was developed over the years while supporting many companies (big and small) to find and establish their voice. Your brand voice matters. Being a unique and very important, part of your positioning, our team will guide you through the questions you and your team need to answer before we audit existing content and work on your verbal and visual presentation.

We will determine the right voice for you and evolve a compelling storytelling framework which you and your teams can use and successfully implement.

Enable your prospects and customers to relate better to your company, and drive better business outcomes for the long-term.

Contact us to learn more about us and the marketing solutions we can offer you.

Importance of SEO In Website Development

When creating a website, your first priority should be to make it look good. WRONG. When developing a website, most business owners overlook how many people will be able to see it and how they can attract more visitors.

The issue is that most people who create websites are not professional web designers; rather, they are business owners with limited knowledge of HTML and other related coding languages.

This is not to say that you should not create a website if you are unfamiliar with coding or whether your web pages should be blue or orange!

On the contrary, a few simple tricks can assist you in developing an SEO-friendly website for high search engine rankings, increasing its visibility to search engines such as Google, Bing, and Yahoo so that more people can find your site when they search for something relevant to your business.

What Is SEO?

Search engine optimization (SEO) is a set of practices that help websites appear in search engine results pages. It involves changes to the website and its content to help search engines understand its relevance to specific search queries.

SEO helps users find your website by making it more visible to search engines. Effective SEO and web design are essential for any business looking to thrive online. You can’t expect visitors to find your new website, let alone return again and again, unless you implement the best SEO web design practices from the get-go.

Here are some reasons why you might want to include an SEO strategy in your web design process if you plan to launch a new website or change the way your current site works:

Better Visibility and Brand Awareness

SEO increases your visibility in online search results, which leads to increased website traffic. The more people who visit your website, the more likely they are to make a purchase or subscribe to your service.

Many factors can influence visibility, including the quality of your site’s content, the linking structure of your site, the social presence of your brand, and the use of relevant keywords.

SEO, like increasing website visibility, can help raise brand awareness and make your brand more recognizable. A strong brand is essential for any business because it can help you stand out from the crowd.

SEO Drives Search Engine Traffic

SEO can assist you in driving relevant traffic to your website, which can lead to increased conversions.

Traffic and conversion rates are important factors that influence the success of a website and, more broadly, a business. If the majority of visitors to your website do not make a purchase, you are passing up enormous profit opportunities.

SEO Helps Build a Company’s Reputation

SEO, like brand awareness, can aid in the development of a company’s reputation. One of the most important aspects of any business is its reputation, which can make or break customer transactions. SEO can help a company’s reputation by increasing the number of positive reviews on its website.

SEO Can Help Build a Foundation for PPC

Paid search marketing (PPC) is a type of advertising that charges for ads on search engine result pages using an auction model. So, if you have an e-commerce site or a business that assists people in finding work, you can use PPC to increase traffic and leads.

How to Implement SEO in Your Web Design

The importance of SEO in website development cannot be overstated. After all, your website will not receive visitors unless people are aware of its existence.

Here are a few SEO website development practices you can use to create a search engine-friendly website.

Build a Responsive Website

Nowadays, many people use their smartphones to access the internet. The last thing you want is for your users to visit your website only to discover that it is incompatible with their device.

As a result, the first thing you should do is create a responsive website. In other words, ensure that your website is compatible with all types of computers, laptops, tablets, and phones.

This ensures that your website is compatible with all devices and accessible to all users, regardless of platform.

Improve Site Load Speed

Websites that load quickly and easily are rewarded by search engines. Slow loading times are becoming a major concern as more people use the internet for information and shopping.

If your website takes longer than 5 seconds to load, you risk losing a lot of traffic and potential sales. Choose a hosting company with a fast server and add caching plugins to your website to make it load faster.

Develop Content That is Unique and Valuable

Creating unique and valuable content is another essential SEO practice in website development.

You can accomplish this by conducting extensive research to gain a clear understanding of your target audience and their needs. Create content that addresses their concerns once you have this information.

Optimize Your Website For User Experience

Optimizing your website for user experience is another important SEO practice in website development. Simply put, you should ensure that your website is user-friendly and free of bugs and broken links.

When dealing with a brand-new website, you don’t have to start from scratch. You can always have your website redesigned to meet these requirements.

Keyword Research and Content Development

Many people believe that using a lot of keywords will help them rank higher in search engines. However, this is not the case. In fact, you should use keywords sparingly. You don’t want to stuff keywords into your content just to boost your rankings. This will make your content appear spammy.

For better results, include title tags and a meta descriptions.

Conclusion

When it comes to digital marketing strategies, the possibilities seem limitless. You must be creative and think outside the box to stand out from the crowd and reach your target audience.

This is where Twelve Legs Marketing can help.

We know that good web design and SEO are two of the most reliable and tried-and-true methods for a company to establish a strong online presence.

We can assist you in developing an SEO strategy to increase your site’s visibility in search engines and reach more people.

Please fill out the contact form on our website, and an SEO specialist will be in touch shortly.

Guide: How To Add a Manager to Your YouTube Channel in 5 Easy Steps

Learn how to add a Manager to your YouTube Channel in 5 easy steps. Why would you want to add a manager to your YouTube channel? Well, there could be many reasons from adding a colleague to allowing partners to help you manage, advertise and analyze available data.

The best part is that you do not have to share your password with anyone else. As long as the personal you’re giving access to has a Gmail registered account, it will be smooth sail.

Please note that this guide offer answers to basic questions. If you need help with advancing how your YouTube channel can further support your business and website, please feel free to reach out. We are always happy to help!

Personal vs. Brand YouTube Account

Before you follow the steps below, remember that only Brand Accounts can have roles assigned to multiple users. A Brand Account is specifically dedicated to your brand. This account is different from your personal Google Account. Troubles with setting up a brand account? Contact us today!

Add A YouTube Manager in 5 Steps

  1. Start by opening YouTube. From the top right corner, click on your logo and select “Your Channel.”

2. From the left-hand menu, scroll towards the bottom and select “Settings.”

3. The “Settings” window will have a menu item “Permissions” on the left. Once selected, an option, highlighted in blue “Manage Permissions” will be visible in the main window.

4. Next, you will be presented with a window called “Brand Account Details.” On the right-hand side you will see a blue button “Manage Permissions” – click on it. You might be asked to authenticate your Gmail account again, before being allowed to proceed.

5. In the new window, top right corner, you should see a human icon with the “+” sign – click on it. Now you will be able to enter the email of the person you’d like to add and assign them with a role. Manager allows us to help you manage your channel and video assets, without taking ownership of it.

SEO Success Story: +8% Organic Visibility = +10% Organic Website Traffic

SEO Success Story Colorado Springs B2B

5 min read

The Google Gods can be quite fickle. Always changing their algorithms, making it essential (and often challenging) for companies to stay on top of all the latest SEO trends.

Some businesses are well aware of the ever-evolving SEO landscape. Most, though, have a hard time keeping up.

This is the story of a B2B organization that could not catch traction for new terms – either didn’t have very good rankings for or none at all. 

Thanks to a solid partnership, focused efforts and committed work, here we are only a few months later, and the website is now in the game!

Search Engine Optimization - Increase in Organic Visibility on Google
Increase in organic visibility on Google

Website Evolution Needs To Meet Business Development

In late 2018, the company launched a new, revamped website. Thousands of pages were redesigned and rewritten, all coming together to provide a far superior UX to what they previously had in place. Through it all, they considered SEO, aiming to keep their already ranking critical terms and keywords. 

But their key search terms and phrases they wanted to expand on, due to the evolution of the business. With the understanding that their new website could be even better optimized, they enlisted the services of Twelve Legs Marketing to grow traffic without scaling content.

The process began with step 1 of the Twelve Legs’ SEO strategy: conduct an audit to develop a benchmark, based on current performance, and define opportunities to grow success, without adding stress on the internal teams.

The SEO Audit Findings

Our SEO audit takes three key areas in account:

  • Technical SEO
  • On-Page SEO
  • Backlinks

Similar to acquiring a home, fully updated on the outside, but in need of love and attention inside, the website had a beautiful front, improved user experience, and was ready for our team to upgrade the interior workings. 

As suspected, there were several areas that needed immediate attention, including URL structures, duplicated content, incorrect redirects, broken links, etc.

The audit also concluded that there were many focus keywords and phrases that the company’s target audience was searching for on a regular basis—and their site wasn’t showing up on subsequent SERPs (search engine results pages). 

The keyphrases identified as having the most potential to increase the company’s search visibility had to do with the change of terminology audiences use. The research around the evolution of trends and behaviors over time is key to a successful SEO strategy.

So we rolled up our sleeves and got to work.

The SEO Recommendations

The audit report showed the website ranked on average #26 on Google for one of its main terms “service desk training,” and worse still, when a prospective customer searched for “help desk training,” the site was nowhere to be found.

After getting a handle of the sheer size of the website, it was time to make a few basic changes.

  1. Identify low-quality content, which hinders rankings
  2. Clean up the low-quality content
  3. Organize all technical and content issues including incorrect redirects, broken links and missing titles
  4. Clean up as many technical and content issues, as quickly as possible 
  5. Identify the pages on the site with highest potential for ranking growth

After identifying the focus website pages that best lended themselves to optimization for key terms, we dove into the on-page cleanup:

  • Key Terms, Key Page: Use high-potential pages to rank for keywords/keyphrases, working both into the updated content.
  • Page Content: Significantly update the key pages’ meta titles and content to include keyphrases and related search terms throughout specific areas of the page.
  • Images: Often forgotten, but certainly important, we worked with the creative team to develop a more visually appealing presentation of the key pages.
  • Converting Sales Page: It’s one thing to optimize for search, but will the page generate interest in buying? We developed content to allow pages to follow a natural conversation style and encouraging users to engage with strong call-to-actions.
  • Internal Page Links: Apart from identifying the key pages to utilize as pillars for SEO success, we also built a map with other internal pages throughout the website where a link back to the newly-optimized page would be a natural fit.
  • Backlinks: If Google likes what we’ve done that’s great, but we also know that Google will look for external factors to determine if our pages are worth showing at the top of search results. The cherries on top of our sparkling key pages, were finding opportunities to boost authority with backlinks (a link from other websites to our pages).

Search Engine Optimization Begins

With the recommendations approved by the client, we used the detailed reports and SEO plan produced during the audit to guide the optimization.

The content overhaul was significant.

The pages were updated to strategically take in account the company’s goals and the competitive field they operate in.  at the same time, we ensured the site still delivered on everything the user was looking for when they entered keywords into their search query. 

Careful not to oversaturate the pages with keywords, we used related search terms throughout the content to complement the focus keyphrases. As Google algorithms have evolved, there’s actually less importance on keyword density and more on searcher intent. No one wants to read something that sounds forced and inhuman. 

If it doesn’t address the readers’ pain points or answer their questions, search engines will know…and you’ll pay for it.

The Result Prove It Was All Worth It

The initial phase of optimization took approximately 3 months. At the starting point, if you recall, the numbers left much to be desired…

Service Desk Training

Before: #26 on Google

Now: #3 on Google

Help Desk Training

Before: No ranking

Now: Google’s page 1 results (#7)

In just 4 short months, post completion of phase one, the most recent report told a different story…

“Service desk training” skyrocketed to #3 on Google, and “help desk training” went from no visibility at all to gracing Google’s page 1 results (#7)!

Now in the game with a total uptick in search visibility of +8% on Google, the overall search presence for these keyphrases is currently twice as good as the company’s next competitor. And it’s an ongoing process as we continue to defend and improve their ranking in this space.

SEO Success Story - Colorado Springs - Twelve Legs Marketing
The green line is our client’s organic visibility, compared to orange, red and blue – competitor websites

An 8% lift in Google visibility equals thousands new qualified website visitors each month!

A Robust and Informed SEO Strategy Can Make A Big Difference

A solid SEO strategy can make all the difference. Tech support professionals looking for help desk training and service desk training options are now finding our client as a top choice for their career development. 

A few months ago, that wasn’t the case, and the conclusion is simple: SEO can have a bottom line impact on your business. In this specific case, so far an 8% lift in organic rankings equals 30% lift in organic traffic to the website!

Is your website due for an SEO check-up?

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How To Build A Successful B2B Lead Generation Strategy

5 min read

In a separate article, we shared insights on lead nurturing specifically through email marketing. Here, we’ll take a closer look at the foundational building blocks that must be in place before you can launch a successful B2B lead generation strategy.

So let’s jump right into the key elements you’ll need to consider before launching your B2B lead generation campaign:

  • Target audience
  • Lead magnets
  • Lead capture
  • Conversion landing pages
  • Lead scoring

More on all those a little later. 

First, the process of planning a lead generation strategy starts with a question…

Who Are You Trying to Reach?

We begin with the basics. A strong lead-generation strategy begins by developing target personas—what professionals are you hoping to attract and compel to action (the small business owner, the marketing manager, the marketing director, the sales director, etc.). When developing your target personas, always be sure to consider:

  • What are their main challenges and pain points?
  • What are their business objectives and sales goals?
  • What value can your product or service deliver to each persona?
  • What kind of content are they consuming?
  • Where are they consuming their content?
  • What motivates their purchases?

In addition to determining target personas and ideal prospects, understanding what motivates current customers to buy your products and invest in your services will provide valuable insights to create your marketing and sales funnels. This can be done by sending a brief survey asking trusted partners (both long-term and newer) to answer a few strategically positioned questions, like:

  • What they find most valuable about your products/services
  • Why they chose you over the competition
  • What types of industry-specific content usually gets them to act
  • What topics are they most interested in learning more about
  • What insights help them do their jobs better
  • And so on…

What are you selling and what is the value you deliver?

Prior to developing any content or creative or messaging for your lead gen campaign, put yourself in the shoes of your ideal prospect and ask yourself: “Why should I buy from you instead of your competitors?”

The answer to this question is what differentiates you from your competition. The answer is what makes you better than the rest. The answer is your elevator pitch detailing what you offer. The answer is your value proposition. 

But before you create a value prop specific to your lead gen campaign, go back to your target audience and the personas you established. Take each audience member you’re trying to attract and identify their key objectives. Now think about what motivates their purchases. Your campaign should be anchored in a message that addresses those factors: audience objectives and motivations.

Maybe you sell advertising media and sponsorships to your B2B audience. What differentiates your platform from your competition’s? Perhaps you offer inventory exclusivity for a niche audience. In that case, buying media directly through you is better than buying it through Google DSP.

Be it media, enterprise-wide technologies, or anything in between, your B2B lead generation strategy should engage and inform your audience on how your services are different, better, and fine-tuned to address their specific goals and needs.

When you’ve established and roadmapped your target buyers and have a clear idea of your value prop, it’s time to start developing value-based marketing efforts.

How are you feeding your funnel and nurturing prospects through it?

According to a recent Demand Gen report, 96% of B2B buyers want content with more input from industry thought leaders in order to make intelligent buying decisions. The buying process for any target audience is a journey with multiple steps.

The more detailed and robust your communication and promotion strategy, the easier it will be to successfully find and reach top of funnel leads and strategically nurture them with relevant content and messaging. Awareness…consideration…decision, hopefully ending the cycle with a closed sale.

Lead Capture (give before you ask):

As traffic is driven to the B2B sales pages on your site, consider how you’ll capture prospects information in order to further nurture them. Planning a succession of content to deliver will be crucial when warming up audiences. For example, if a prospect new to your company reaches a landing page, they should be presented with an asset of high value, but low commitment (research paper, case study, how to guide, etc.). If the content is based on research discussed above, it should hit main pain points and stress the value your products/services provide to overcome their challenges. Simply requesting their email address in exchange for the content is sufficient at this stage.

Lead Magnets:

There’s usually a bit of a gap between converting website visitors into leads. Sometimes those visitors leave and don’t return—often because they never hear from the organization again. You must continually attract and keep them coming back. That’s where lead magnets come into play. Having a variety of lead magnets, positioned and developed strategically will be important for filling your pipeline. Example lead magnets include: services promo videos, bonus tips, ebooks, etc. These can be distributed in multiple ways, including email opt-ins, subscriptions and social media follows or exclusive professional groups—all being signals of interest.

Landing Page Conversion Techniques:

These pages are designed to specifically capture prospects’ information and have one call-to-action. The narrow focus of these pages with a clear CTA will keep your audience focused and increase the odds of a conversion.

Lead Scoring:

This is an important element of lead generation campaigns, as it allows you to rank and prioritize prospects based on their engagement with your content. To achieve this, technical integration between your marketing tools (databases, CRMs, email platforms, etc.) will be required, as well as well-defined processes around how to handle, tag, score, and track all leads.

Observe, measure, learn, and optimize 

A good lead generation program needs constant monitoring.

Which ads, headlines, emails, and CTAs, are performing well, and which are returning lackluster metrics (impressions, clicks, opens, conversions). Testing, adapting, and adjusting on the fly is essential to any lead generation campaign. 

If you have the capacity, you can set up triggers for more nuanced follow-up emails, retargeting ads, and nurture paths depending on the actions each lead takes as a result of your communication.

An effective B2B lead generation strategy speaks to the needs and concerns of a prospective buyer while taking them on a journey. A journey that hopefully enlightens them with all the things that differentiate your product/strategy and ends with a closed sale, happy customer, and brand ambassador for years to come.

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We are excited to announce that Twelve Legs Marketing, won a Heartland Regional Emmy Award!