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Client: Snelling Staffing
(The Wyckoff Group)
Website: www.SnellingNJ.com
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Case Study Quick Links
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Background
Snelling Staffing - The Wyckoff Group (TWG) is a professional staffing firm serving New Jersey, Pennsylvania, Florida and Georgia. Since 1987, this mid-sized employment agency has provided job placement services including Temporary, Temp-to-Hire Staffing, Executive Recruiting and HR Outsourcing.
TWG was looking for new ways to find leads and stimulate sales. They observed a shift in consumer attitudes and noticed the traditional methods of sales and marketing were becoming increasingly less effective. Staff members noted that cold calls were being ignored, email blasts were going unanswered and it was becoming increasingly difficult to connect with decision makers. The company had made a considerable time and financial investment into its website, but it was not driving sales activity. There was no tool to capture lead information for use in the lead nurturing program and no means for determining the source or impact of visits to the site.
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Enter Inbound Marketing
Grass Roots Marketing, Inc. (GRM) introduced a new philosophy to TWG called inbound marketing. Unlike traditional methods for finding customers and interrupting them with sales messages (outbound marketing), inbound marketing uses a variety of marketing tools designed to get found and connect with potential clients. The outbound message of “our great company’s products and services” is replaced with customer focused content designed to provide useful information that addresses questions, challenges and needs. Solution-based content not only increases search engine optimization (SEO)—bringing more visitors to your website—but positions your company as a subject matter expert and your website as a resource center. Potential clients are moved through the buying stages of consideration and research and encouraged to continue coming back to the website until they are ready to buy. An integrated inbound program includes tools such as SEO, social media, remarkable content positioning and public relations.
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What Was Done
Given changing technology and evolving consumer behavior, TWG realized an inbound strategy would be more effective in building a stronger internet presence and better overall brand image. In March of 2010, the company enlisted GRM to convert to inbound. GRM’s Inbound Marketing program for TWG included:
Website Redesign
- Content reworked to be inbound and SEO friendly
- Company blog created
- Website transferred to a SaaS platform for real-time edits and lead tracking capabilities
Social Media Implementation
Email Program Revised
- Content reworked with inbound messages
- White papers & landing pages available for more information
PR Efforts Refocused
- Press releases shifted from announcements of company changes to providing useful industry and “niche” information
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Results
TWG realized immediate results from their inbound conversion; most notably, their website had become their most valuable sales tool. The following chart compares the website results before the inbound project (website launched in 2004) with results of the reworked website in 2010:
SnellingNJ.com's Web Traffic
(3.1.2010-7.31.2010)
SnellingNJ.com's Organic Searches
(3.1.2010-7.31.2010)
This is traffic that comes from searching for keywords on Google.
SnellingNJ.com's Keywords Review
(3.1.2010-7.31.2010)
This shows the amount of keywords searched that drive visitors to the site.
SnellingNJ.com's Traffic VIA Social Media
(3.1.2010-7.31.2010)
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Conclusion
Inbound marketing is a philosophy that will have a measurable impact on your organization’s sales results. Its integrated methodology is based on the change in consumer buying behavior and makes use of a variety of marketing tools to engage potential buyers, connect them with your company and move them through the stages of the sales cycle to reach your goal of closing the sale.
GRM supports your company in learning and using technological advancements to maintain a strategic advantage in the marketplace. TWG saw measurable results that increased its ability to attract and nurture leads, convert prospects into customers and drive sales. Contact us to learn how you can join the inbound revolution today and see your business grow.
For more information about inbound marketing contact
Koleen Singerline at 732.380.8400 or Koleen@grootsmarketing.com.