Right Networks was already the biggest player in accounting and productivity application hosting when they started the search for an agency to help them achieve their aggressive growth goals.
In order to dominate the market quickly, they knew what projects needed to be addressed—but tackling every aspect of lead generation with a smaller marketing team was becoming a burden for the internal group. To knock out their punch list, Right Networks tapped our agency to serve as an extension of their in-house marketing team because of our industry knowledge and technical marketing skills.
First up was redoing Right Networks’ WordPress website to better reflect their brand and strategic growth goals for the future. Once launched, we continued to help with ongoing website maintenance, content updates and continued strategic buildouts.
Outside of website assistance, we also tackled a variety of demand generation and lead nurturing projects as part of an ongoing retainer. For example:
- Right Networks had one generic email nurturing workflow that contained close to a dozen emails and lasted almost a year. Engagement was low, so we streamlined the sequence, redesigned the email templates, freshened the copy and updated the landing pages in Pardot.
- While the new website was performing better than the previous version, Right Networks wanted to improve organic search rankings even further. We performed an SEO audit and developed a keyword strategy to ensure they would rank higher in Google for the terms most relevant to their ideal clients.
- To better understand the metrics coming in via Google Analytics, Right Networks needed to filter dashboards and create goals. We crawled the site and addressed several reporting discrepancies, including chained redirects, redundant Google Analytics and misconfigured Tag Manager accounts.
- As part of an integrated strategy, Right Networks uses Google display ads and print ads in relevant accounting publications. We designed a new template for both print and digital ads to match the website branding, which they can resize in-house to the exact specifications of each publication.
Using our agency as their webmaster, Right Networks was able to update their site weekly with relevant content and new web pages. While they move quickly, the updated traffic analytics tools allow everyone to take a step back and view accurate data to determine what needs to happen next. Based on these strategic changes, their website has seen an astounding 583% increase in conversions!
Since redesigning and creating succinct copy for their nurturing email workflow, Right Network’s unread rate decreased by half while click to open and read rates increased across the board. In fact, the site saw a 601% increase in email traffic.