Marketing a Fax Server
Software Firm On The Internet
April 2006 - One of the top fax server software developers in the world wanted to drive more sales leads into their firm from their website. Reciprocal worked for over four weeks with top management to come up with a compelling landing page specifically targeted to their most likely buyers. The landing page not only featured the best benefits of using the software but it also featured condensed highlights of reviews from trade press.
Reciprocal set up a Google Adwords campaign in this highly competitive space by gathering keyword ideas from management. During the first week the average cost of clicks was over seven dollars each and this was causing converted leads costs to be far too high to maintain the campaign. Reciprocal continued to make adjustments in bidding and continued working with management to come up with better keyword ideas. We also eliminated and prioritized keywords based on conversion performance. After 45 days of work, the average cost per click was cut in half from the start of the campaign and the cost of conversions fell 63%.
In June of 2006 we helped this company develop a Flash Video demonstration of their fax server software to increase lead conversions from the website. The addition of the video has increased lead volume 245% since it was installed on the site. While we were initially afraid that the huge increase in lead volume would lower the quality of the leads, this has not been the case. While many of the leads are not as hot for a purchase, these "video" leads are earlier in their decision making process. This creates a better pipeline of deals for the future.
Reciprocal continues to work with this firm to insure that the campaign generates higher quality leads every month. Constant and continuous improvements are critical for long term success on the Internet.
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