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7 Steps to Create a Complete Marketing Strategy in 2022

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7 Steps to Create a Complete Marketing Strategy in 2022

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The truth is, keeping up with marketing trends could be a full-time job.

In 2022 alone, we’ve seen a major shift to short-form video content; the rise and fall of new platforms (looking at you, Meta); and the continuing impact of the global pandemic. In short, what worked for your marketing strategy in the past might not fly today.

To succeed in the fast-paced marketing world — and maintain a sense of relevance with your audience — it’s vital to stay ahead of the curve. 

To help ease some of that uncertainty, we’ve created this guide to show you step-by-step how to create a marketing strategy that leaves no stone unturned.

Let’s dive into the critical components of a complete marketing strategy in 2022, followed by some examples for inspiration.

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The Importance of Customer-Driven Marketing Strategy Steps

A robust marketing strategy will reach your target audience – this includes those who have never heard of your brand all the way to repeat customers.

Without a defined strategy, you’ll essentially be throwing things to the wall to see what sticks. And it’s costing you cost, time, and resources.

A marketing strategy will:

  • Align your team to specific goals.
  • Help you tie your efforts to business objectives.
  • Allow you to identify and test what resonates with your target audience.

There are seven key steps to crafting a successful marketing strategy: Build your marketing plan, create your buyer personas, identify your goals, select the tools, review your existing resources, audit and plan media campaigns, and lastly, execute your strategy.

Let’s get into the details of each step in the next section. Or you can jump to the section you’re most interested in.

1. Build a marketing plan.

Wait, I have to make a plan for my strategy? What’s the difference?

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Your marketing strategy provides an overview of the reasons why your marketing team will need certain resources, take certain actions, and set certain goals over the year. Your marketing plan is the specific actions you’ll take to achieve that strategy.

Not sure where to start? This free marketing plan template can help.

marketing-strategy-template-free

Download for Free

The right template can help you build a marketing plan that identifies your budget for the year, the initiatives your marketing organization needs to tackle, and the marketing channels you’ll use to implement those initiatives.

Plus, it’ll tie everything back to a business summary, to keep you aligned with overarching company goals.

2. Create buyer personas.

If you can’t define who your audience is in one sentence, now’s your chance to do it. A buyer persona is a snapshot of your ideal customer.

For example, a store like Macy’s could define a buyer persona as Budgeting Belinda, a stylish working-class woman in her 30s living in a suburb, looking to fill her closet with designer deals at low prices.

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With this description, Macy’s Marketing department can picture Budgeting Belinda and work with a clear definition in mind.

Buyer personas have critical demographic and psychographic information, including age, job title, income, location, interests, and challenges. Notice how Belinda has all of those attributes in her description.

You don’t have to create your buyer persona with a pen and paper. In fact, HubSpot offers a free template you can use to make your own (and it’s really fun).

You can also use a platform like Versium, which helps you identify, understand and reach your target audience through data and artificial intelligence.

Buyer personas should be at the core of building your strategy.

3. Identify your goals.

Your marketing strategy goals should reflect your business goals.

For example, if one of your business goals is to have 300 people attend your annual conference in three months, your goal as a marketer should be along the lines of boosting online registration by 10% at the end of the month to stay on track.

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Other marketing goals might be to increase brand awareness or generate high-quality leads. You might also want to grow or maintain thought leadership in your industry or increase customer value.

Whatever your goals, identify what they are and how your marketing organization can work to achieve them over the next year.

4. Select the appropriate tools.

Once you have your goals identified, make sure you have the right tools to measure the success of those goals.

Online software like social media schedulers gives you analytics to help you keep track of what your audience likes and doesn’t. Alternatively, you might consider Google Analytics to measure blog and web page performance.

Additionally, make your goals SMART – to do so, take a look at How to Write a SMART Goal [+ Free SMART Goal Template].

Here are a few tools that can help you track and measure the success of your marketing goals:

HubSpot Marketing Hub

The Marketing Hub allows you to consolidate all of your marketing tools into one centralized platform.

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hubspot marketing hub dashboard

Too often, you’ll find a tool that’s powerful but not very easy to use. With this tool, you can attract users with blogs, SEO, and live chat tools. You can then convert and nurture those leads through marketing automation, the landing page builder, and lead tracking features.

With custom reporting and built-in analytics, you can analyze your data and plan out your next move. Plus, HubSpot Marketing Hub integrates with over 500 tools.

Pricing: Free; Starter, $45/month; Professional, $800/month; Enterprise, $3,200/month.

Trello

trello-for-marketing-planning

Trello keeps your marketing team on track and openly communicating about the projects they’re working on. Create boards for individual campaigns, editorial calendars, or quarterly goals.

Built-in workflows and automation capabilities keep communication streamlined, and simplicity keeps your marketing team focused on the work that matters.

Pricing: Free; Standard Class, $5/month; Premium Class, $10/month for 100 users; Enterprise, $17.50/month for 250 users.

TrueNorth

truenorth-softwareTrueNorth is a marketing management platform built to help you hit your marketing goals. Built specifically for marketing teams, TrueNorth turns your marketing strategy into a visual projection of your growth, which is used to create monthly milestones that help you stay on track.

One of the key benefits of TrueNorth is that it centralizes all of your ideas, campaigns, and results in one place, with everything tied back to your goal.

Pricing: $115/month (free for 30 days).

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Monday.com

monday.com hubspot integrationEverything on Monday.com starts with a board or visually driven table. Create and customize workflows for your team and keep groups, items, sub-items, and updates synced in real-time.

You can also transform data pulled from timeline and Gantt views to track your projects on Monday.com and ensure deadlines have been met. Plus, with more than 40 integrations — from SurveyMonkey to Mailchimp and, of course, HubSpot — you can visualize your data and ensure your whole company is collaborating.

Pricing: Basic, $8/month/seat; Standard, $10/month/seat; Pro, $16/month/seat; Enterprise, contact for pricing.

SEMrush

semrush dashboardSEO continues to be a huge factor in the successful ranking of your website.

SEMrush allows you to run a technical SEO audit, track daily rankings, analyze your competitor’s SEO strategy, research millions of keywords, and even source ideas for earning more organic traffic.

But the benefits don’t stop at SEO. Use SEMRush for PPC, building and measuring an effective social media strategy, content planning, and even market research.

Pricing: Pro, $119/month; Guru, $229/month; Business, $449/month.

Buzzsumo

buzzsumo marketing strategy tool

BuzzSumo allows you to analyze data to enhance and lead your marketing strategy, all while exploring high-performing content in your industry.

Use the platform to identify influencers who may help your brand reach, monitor comments, and find trends to make the most of every turn.

As your needs evolve, you can also leverage their crisis management and video marketing tools.

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Pricing: Plus, $179/month; Large, $299/month; Enterprise, contact for pricing.

Crazy Egg

crazyegg website optimizationNeed to optimize your website this year? Consider getting started with Crazy Egg. You’ll be able to identify “attention hotspots” on your product pages, track ad campaign traffic on your site, and understand if shoppers are clicking where you want them to.

You can even make sure your “Buy Now” buttons are in the best place.

Crazy Egg also offers recordings, A/B testing, and more to help ensure your website is offering the best user experience.

Pricing: Basic, $24/month; Standard, $49/month; Plus, $99/month; Pro, $249/month; Enterprise, contact for pricing.

5. Review your media.

Decide what you already have in your arsenal that can help you create your strategy. To streamline this process, think of your assets in three categories – paid, owned, and earned media.

  • Paid media means any channel you spend money on to attract your target audience. This includes offline channels like television, direct mail, and billboard to online channels like social media, search engines, and websites.
  • Owned Media refers to any of the media your marketing team has to create: pictures, videos, podcasts, ebooks, infographics, etc.
  • Earned media is another way to say user-generated content. Shares on social media, tweets about your business, and photos posted on Instagram mentioning your brand are all examples of earned media.

Gather your materials in each media type and consolidate them in one location to have a clear vision of what you have and how you can integrate them to maximize your strategy.

For example, if you already have a blog that’s rolling out weekly content in your niche (owned media), you might consider promoting your blog posts on Twitter (paid media), which customers might then reTweet (earned media). Ultimately, that will help you create a better, more well-rounded marketing strategy.

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If you have resources that don’t fit into your goals, nix them. This is a great time to clean house and identify gaps in your materials.

6. Audit and plan media campaigns.

Cleaning house segues straight into this step. Now, you must decide which content is going to help you.

Focus on your owned media and marketing goals. For instance, will updating the CTAs at the end of your blog posts help you increase RSVPs to your event?

Next, look at your buyer personas. Let’s say you work for a video editing software company. If one of your persona’s challenges is adding clean sound effects to their videos but you don’t have any content that reflects that, make a 15-second demo video for Instagram to show how great your product is at solving that challenge.

Finally, create a content creation plan. The plan should include topic clusters, goals, format, and channel for each piece of content. Be sure to include which challenge it’s solving for your buyer persona.

For ideas on content creation or a more in-depth look at how to create a content plan, check out our post, The Ultimate Guide to Content Creation.

7. Bring it to fruition.

At this point, your market research and planning should help you visualize how your strategy will be executed – and by which teams.

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The final step is to bring that all together and assign actions to your plans.

Create a document that maps out the steps you need to take to execute your campaign. In other words, define your strategy.

Think long-term when creating this document. A standard strategy document is 12 months. This structured timeline should be the home base for your strategic marketing efforts.

To paint an example, let’s go back to the video software company.

Maybe in January, you will launch a software update that improves the exportation process for users. In April, you want to publish an ebook that explains editing terms to your buyer personas, and in September, you plan to launch an integration with other software.

Remember, your digital strategy is unique to your business, so the document should be as well. As long as the strategy includes the pertinent details outlined in previous sections, you’ll be set.

Now that we’ve explored the critical steps of a complete marketing strategy, let’s look at some “Why didn’t I think of that?” strategies to inspire your own.

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Examples of Successful Marketing Strategies

1. Regal Movies

Digital strategy: Owned media

Regal Movies took the Halloween spirit to a new level, even renaming its Twitter account to reflect the spirit of the season. This “Monster Madness” poll is a fun, interactive way to get followers invested in Regal’s content:

regal movies' owned media

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Regal’s tweet is an example of owned media because the company was in full control of the answers followers gave (and, apparently, American Werewolf didn’t stand a chance).

Regal effectively kept true to their brand by using only classic movies in their poll while still putting a modern spin on it.

This is also a good example of how retweets don’t necessarily equal success. While four retweets aren’t that big of a deal, check out the votes: 461. That means there were over 400 interactions with a single tweet.

2. La Croix

Digital strategy: User-generated content, earned media

User-generated content is one of the best ways to gain traction in your strategy.

It demonstrates your appreciation for loyal customers, builds community, and also incentivizes other users’ to promote your products for the chance at a similar shout-out.

Plus, sometimes the content your brand loyalists create is really, really good.

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lacroix

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In this case, the consumer is praising the brand’s product. Doesn’t get better than a fantastic review like that.

3. Small Girls PR

Digital strategy: Event marketing

Wait, is that Keke Palmer?

olay

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Small Girls PR is a boutique PR company based in New York, and one of the company’s talents is throwing amazing events for their clients, like Olay. This event recap carousel on Instagram is an effective event marketing example, as it boosts awareness for your brand and offers social proof by featuring a public figure.

4. Superside

Digital strategy: Paid media

Design agency Superside launched an Instagram ad to promote a lead magnet: Their digital ad design guide. While the brand may have created the guide specifically for paid promotions, it’s also possible that they repurposed a high-performing blog post into a downloadable ebook.

marketing strategy paid media example

In this case, all they had to do was repackage their current content, build an ad around it with creative assets, and run it.

In previous sections, we discussed the power of leveraging multiple forms of media in your marketing strategy. This is a great example of it.

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5. Target

Digital strategy: Paid media, Twitter cards

If you’ve got the budget for paid media, take full advantage of it.

Paid media is when you pay social channels, like Twitter, to promote your content on their site. By doing this, your content reaches new audiences you might not be able to reach organically:

target marketing strategy example

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This inclusive ad from Target about fall shopping uses Twitter cards to promote the brand and make shopping easy with the click of a button.

More social channels are offering ways for shoppers to purchase in-app or close to it, driving sales and boosting exposure for brands.

What to Expect After Following Your Marketing Process Steps

Ultimately, creating a complete marketing strategy isn’t something that can happen overnight. It takes time, hard work, and dedication to ensure you’re reaching your ideal audience, whenever and wherever they want to be reached.

Stick with it (and use some of the resources we’ve included in this post), and over time, research and customer feedback will help you refine your strategy to ensure you’re spending most of your time on the marketing channels your audience cares most about.

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Editor’s note: This post was originally published in October 2019. It has been updated for freshness and accuracy.

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How We Increased a Client’s Leads by 384% in Six Months by Focusing on One Topic Cluster [Case Study]

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How We Increased a Client’s Leads by 384% in Six Months by Focusing on One Topic Cluster [Case Study]

The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

Content marketing is an essential part of any SEO strategy. Without it, how are you going to attract customers looking for answers to their questions, and who are potentially in the market for your products or services?

At Tao Digital Marketing, we’ve recently generated some great results for one of our clients operating in the business financial space, The Insolvency Experts, mainly by focusing on just one “cluster topic” that was a huge money maker for them.

When looking at six month comparison stats (August 2021-January 2022 to February-July 2022), we’ve achieved the following:

  • Leads: 95 to 460 (384%)

  • Clicks: 4,503 to 23,013 (411%)

  • Impressions: 856,683 to 2,033,355 (137%)

  • Average position: 33.4 to 23.6 (increased almost 10 spots)

This was mostly achieved by absolutely hammering one topic area: company liquidation. In this case study, we’re going to explain how we did this step by step, so that hopefully you can generate similar results for your own business!

Objectives

If you really break it down, the objective of all SEO consultancy work is essentially the same: increase the number of leads for a business. This was our ultimate goal.

It’s not just as simple as that, though. We all know you can’t get to number one on Google overnight. So, like other SEO geeks out there, we tracked our successes through additional factors such as clicks, impressions, and average position, to show our efforts were worthwhile.

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In January this year (2022) our goals for the next six months were as follows:

  • Leads: Just over double from 95 to 200 (110%)

  • Clicks: 4,503 to 13,500 (around 200%)

  • Impressions: 856,683 to 1,700,000 (around 100%)

  • Average position: 33.4 to 25 (around eight spots)

Insolvency Experts’ audience is primarily directors of UK businesses that are going insolvent, closely followed by business owners looking for financial advice. The majority of Insolvency Expert’s cash flow comes from formal insolvency processes, such as liquidation, administration, and CVAs (Company Voluntary Agreements), so it was really important for us to push these areas.

Our strategy

1. Research “company liquidation” search volume and related queries

We first picked this client up in November 2020. Initially, our focus was on the basics: updating all the top level pages (such as service pages and guides) to make sure they fit the intention of the user and clearly explained the services that Insolvency Experts offer.

Researching what works well at present

One of the pages that our content team updated was their company liquidation guide. After updating, the page started to perform very well in the SERP, and ranked at position #4 for “company liquidation”. Clearly, this sort of content was working, and we wanted to hit it even more.

After pulling some research together, one of our strategists proposed the idea of a “Company Liquidation Content Hub”, as the company liquidation guide was ranking for a lot of long tail questions:

Screenshot showing ‘what’ queries in Google Search Console, such as ‘what is voluntary liquidation’ and ‘what happens to a director of a company in liquidation’

After cross referencing with the monthly search volume for these questions, she added some of these as H3s within the guide to see how they would perform. They resulted in so much more traffic that she decided they warranted their own individual guides, hence the idea for the hub. This would mean we weren’t putting all of our eggs into one basket, and that we could also internally link all of them together for users wanting to read more.

Users that are further down the marketing funnel don’t want to scroll down a huge guide to find the answer to their specific question, and we were certain that this would positively affect bounce rate. We therefore made sure that nine times out of 10, the H1 contained the question that was being answered.

Infographic explaining the sales funnel, starting with reach followed by act, convert and finally, engage

In order to further target those at the bottom of the marketing funnel who want to speak to someone quickly, we placed regular “Contact Us” CTAs throughout the content so that they don’t have to scroll right to the bottom of the page to get in touch with Insolvency Experts.

An example of a piece of content with a ‘Get Free Liquidation Advice’ CTA in the middle

Undertaking a competitor analysis

We also conducted a competitor analysis on this topic, focusing on three key players in the industry that were all ranking well for the phrase “company liquidation”. We found that the key competitors had the following:

Competitor A – 38 indexed articles on liquidation

Competitor B – 23 indexed articles on liquidation

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Competitor C – 47 indexed articles on liquidation

Insolvency Experts only had six indexed articles on liquidation at the time, so it was clear we needed to be on their level – this was an obvious content gap.

Pitching the content hub to the client

We suggested this idea to the client alongside a forecasting spreadsheet created by our founder, in order to justify the resource that was needed to push the client as high as possible in the rankings for company liquidation.

This spreadsheet broke down a huge list of keywords alongside monthly search volume, average click through rate for positions 1-10 on the SERP, domain authority of competitors who are currently ranking for these keywords, and average conversion rate on the site at the moment.

Table demonstrating projected revenue for Insolvency Experts depending on where they ranked on the SERP

This unique formula would then allow us to explain to the client that for X amount of work, we predict we can get you to position X in X timeframe, and this would result in approximately X annual revenue. After pitching this to the client alongside infographics and current performance statistics, they told us they loved our ideas and agreed to let us go ahead.

2. Plan the content after client approval

After the client gave us the go-ahead, the next step was to plan all of this work based on search volume, and therefore priority order.

It’s easy to get lost in all the data within SEO, so it was incredibly important for us to have a solid plan and timeline for these changes. Topics were going to range from How to Liquidate a Company with No Money through to Administration vs Liquidation.

How we communicate planned works to our clients

In order to orchestrate clear communication between ourselves and our clients, we create a Traffic Light Report, which is a live Google Sheets document detailing all work to be undertaken for the current and next quarter. This is split into sections for technical SEO, content, and digital PR/link building (the three pillars of SEO).

This includes justification for each change we make, as well as a link to any live changes or documents. It also details when this will be done and if the action is with us or the client. The tasks are coloured in green for live changes, yellow for action needed, orange for in progress, red for anything on hold and clear for not started.

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Here’s an example of what the content section of Insolvency Expert’s traffic light report looks like for their current quarter (July-September 2022):

Screenshot detailing content to be undertaken between July-September 2022, and justifications for each action

Scheduling the tasks

We then scheduled these topics for our various content writers to work on using our project management software, ClickUp. Within each task we placed a link to a skeleton document consisting of H1s, H2s, and H3s, as well as a title, meta description and keywords to include.

3. Write the content while implementing technical SEO

By this time it was around April 2022, and it was time for us to fully attack the content portion of our task list. Since then, we’ve written 18 pieces of content around company liquidation, and still have quite a few left to go before we consider this area of focus complete.

As part of our uploads, our technical SEO adds FAQ schema, which has helped Insolvency Experts showing up for several featured snippets (more details in results section).

Analyzing as we go along

Once we covered the big topics in the first couple of months of writing, we started to use Low Fruits to find smaller queries which are estimated at around 10 or fewer monthly searches. We’ve had a lot of success targeting lower search volume phrases, as these users seem to be more focused and lower down the sales funnel, so are more likely to be better engaged and convert better. A lot of the time they are pleased that you have answered their very niche question!

The below is a screenshot from a keyword analysis. We trawled through hundreds of keywords to pull out the ones relevant to the client.

A screenshot of queries from LowFruits.io featuring questions such as ‘can you still trade while in liquidation?’ and ‘can you trade out of insolvency?’

We then used Low Fruit’s Keyword Extraction and SERP Analysis tool to give us further details on a select few key terms.

These terms are shown as having a search volume of either 10, less than 10 or 0. Of course, we know that this is still hugely important to cover, and targeting these will bring in a very niche reader who is much more likely to convert due to the nature of the long-tail queries.

Finalizing the hub

Our plan is to finalize the hub this fall, and ensure that everything is internally linked. There will also be a menu change to make the addition of the hub very clear. See screenshots below for the current hub vs. how it will be presented once all content is ready (screenshot taken from their staging site in Kinsta, our hosting platform where we make design changes so that the client can approve them before they go live).

Current ‘hub’ in the menu:

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Screenshot of the current ‘liquidation’ drop down menu, featuring four pieces of content

How the hub will look once all content is complete:

Screenshot sharing newer version of liquidation hub menu from Kinsta staging site

As part of our content process within ClickUp, we have a recurring task to check a new URL in Google Search Console two weeks after upload. This allows us to see if we have the “Google Spike of Acceptance”, which is a sharp incline of impressions/traffic indicating that the content will do well, before it falls then slowly rises again.

A screenshot showing the ‘Google Spike of Acceptance’ in Google Search Console - a sharp spike of clicks and impressions after upload

If we don’t see this spike, we carry out multiple checks, including: Is it an orphan page? Are there any technical errors? Is it indexed? If it is not indexed, we push the URL through Index Me Now.

If the issue is just that the piece isn’t getting picked up, we will take another look at the content to see if there is something else we can do to improve it, e.g. tweak the H1 or expand the content.

4. Build links to the relevant pages and homepage

Once we’d uploaded the content, it was time to build links to the priority pages and homepage in order to build the domain authority.

We wanted to really hone in on generating links for our company liquidation page. The page has 36 backlinks, many of which were built through link building efforts. This was largely done by working with business site publications and creating natural anchor text that would help with certain keyword rankings.

Example of a guest blog titled ‘The Advantages of Business Liquidation’

As well as building links specifically to the company liquidation page, we also built links to the main URL in order to boost overall domain authority. This was done through answering queries through platforms such as HARO and Response Source, as well as working with the client to create relevant, time-specific thought leadership pieces. Here’s an example of a HARO request we responded to, the topic being “Recession-proofing tips for small businesses”:

Although the site’s domain authority tends to fluctuate between 30-33 depending on links lost and general algorithm updates, the links to specific pages have still resulted in an increase in rankings, detailed further below.

Results compared to objectives

Although we knew that our strategy was going to work well based on our experience with our other clients, we were very pleasantly surprised by the huge positive effect our work has made, which enabled us to smash the targets we set!

Leads

Goal: Increase from 95 to 200 (110%)

Result: Increased from 95 to 460 (384%)

As a result of creating incredibly useful, lengthy content and placing regular CTAs throughout the content, we managed to almost quadruple the amount of leads coming through to the client in the space of just six months.

In the six months before our liquidation project began, our Leads Dashboard within WhatConverts shows that Insolvency Experts had five liquidation leads via phone call and 10 leads via their contact form on a liquidation-focused page.

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In the six-month period since we’ve been working on the content hub, they have had 38 liquidation leads via phone call and 52 leads via contact form on a liquidation-focused page.

Result: 660% increase in phone call leads and 420% increase in contact form leads.

Previous six months:

Screenshot of the leads dashboard within What Converts showing that five leads were generated before work on the content hub began

Current:

Screenshot of the leads dashboard within What Converts showing that 38 leads were generated after work on the content hub began

Clicks

Goal: Increase from 4,503 to 13,500 (around 200%)

Result: Increased from 4,503 to 23,013 (411%)

By creating highly relevant content that matched the user’s search intent, we managed to almost quadruple the clicks over the space of six months, doubling our original 200% goal.

The site has received 29,400 clicks overall across the past 12 months. Below, you can see the huge spike in clicks and impressions from January onwards when we really started to focus on the liquidation content.

Screenshot showing spike in clicks and impressions once focus on ‘company liquidation’ began

Impressions

Goal: Increase from 856,683 to 1,700,000 (around 100%)

Result: Increased from 856,683 to 2,033,355 (137%)

Again, by creating highly relevant blogs, Google started to understand the relevancy of our content, so the number of impressions hugely increased. Along with the 137% increase above, over the past 12 months (August 2021-August 2022) the site has received 485,000 impressions for the query ‘liquidation’ alone.

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Google Search Console Graph detailing huge spike in impressions between August 2021-August 2022

The main company liquidation guide that we updated had a total of 732K impressions over the past 12 months, too, with a huge spike from February onwards, when we updated the guide.

Google Search Console Graph detailing huge spike in impressions in February for the updated company liquidation guide

Average position

Goal: Increase from 33.4 to 25 (around 8 spots)

Result: Increased from 33.4 to 23.6 (increased 10 spots)

This increase is due to the relevancy of our content and the amount of keywords each piece ranked for. As mentioned, the main company liquidation guide has worked incredibly well, ranking for 181 keywords, 67 of which are page one (37%). It now has the number one spot for the term “company liquidation”. See below for an example of queries the page is showing up for.

Google Search Console Screenshot sharing queries the company liquidation guide is appearing for, such as ‘members voluntary liquidation’, ‘liquidation of company’, ‘how long does liquidation take’ and more

The page also shows up for six featured snippets as a result of us implementing FAQ schema.

Screenshot showing the company liquidation guide appearing in a featured snippet query for ‘process of liquidation’

335 clicks and 93,663 impressions have come from the FAQ rich results alone.

Screenshot of Google Search Console showing ‘FAQ Rich Results’ within the search appearance column

In the six months before we updated the guide, it pulled in around 650 clicks and 227K impressions. In the six months following, it brought in around 1,180 clicks and 382K impressions. We’ve practically doubled clicks on one single guide.

As mentioned, this particular piece of content has 36 backlinks, and actually ranks ABOVE the official UK government company liquidation guide, which has a domain authority of 93 (about 60 higher than ours). Clearly, we’re meeting the searcher’s intent and giving them what they are looking for.

Screenshot of the SERP showing that Insolvency Experts’ company liquidation guide appears above official UK government advice.

In the six month period before we started work on liquidation, Insolvency Experts had an average click through rate of 0.5%. Over a six month period of us working with them, this more than doubled to 1.2%.

Another success worth noting is that 3 out of 6 of our latest articles have an average page view duration of between 9 and 10 minutes! The other half are averaging around 5 to 6 minutes, which is still very good. Clearly, users are wanting in-depth information on this topic.

The “What happens to a director of a company in liquidation?” guide, which went live in May, is now the fifth most clicked page on the site. when filtered on GSC by the term “liquidation”.

Overall, we’re extremely pleased with the results we generated, and so are Insolvency Experts — the company liquidation department is now inundated with queries and they are rushed off their feet!

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