Sound investment

Challenge

Hitachi Capital Invoice Finance relies on leads to keep their business growing and hit targets. Despite being one of the major players in their industry, HCIF were unable to match their competitors in search results. So they decided to dedicate their whole marketing budget to on-line lead generation and called upon Base One give them a digital presence.

Solution

Base One implemented an Integrated Search strategy, with Pay Per Click and Search Engine Optimisation working hand-in-hand. PPC, using Google Adwords, Yahoo and MSN Live Search was used to establish a presence for obvious terms whilst SEO optimisation was taking effect, but also to test other potential keyword combinations and identify those that generate relevant traffic and, above all, leads, which we would then add to our target list of terms for SEO. The SEO optimisation process itself also had a direct effect on the quality score for Google Adwords, helping to reduce cost per click. All activity was tracked from keyword through to lead using Google Analytics and feedback from HCIF’s call centre in Telford.

Once the site began to appear in organic results, we continued with the PPC activity, and worked to identify the best positioning for combined natural and PPC front-page results.

Results

400% increase in clicks and 3000% increase in CTR for PPC. Establishment of organic traffic, and top 10 in Google for target keywords. 123% increase in leads, and 47% increase in lead to deal conversion. CPL decreased by 30% and cost per sale by 60%. Monthly sales up by 17%.