B2B Marketing for a Nationwide Engineering Firm
February 2006 - One of the largest transportation, structural engineering, and architecture firms saw their newly designed website languishing on page 10 of search results for their keywords. Their direct competitor was number one in Natural Search.
After engaging Reciprocal, the firm was number one in Paid Search and ranked above their competitor's Natural Search listing. Also, the same day of the launch, Reciprocal patched a security hole in the engineering firm's website that was threatening the integrity of a major Internet backbone. Within two weeks, the firm was ranked #4 on Google in Natural Search on their top keyword term, Parking Consultants. They were ranked number one on Yahoo and MSN Search for the same term. Reciprocal continued to research and find keywords that would drive highly qualified leads into the firm. Within 4 weeks of launch, traffic had increased three times the amount originally anticipated at the launch. Targeted Paid Search ads were being shown on over 70 keywords and on more than 6 search engines. By carefully writing the ads, Reciprocal made sure that the traffic consisted of qualified, potential leads.
In sum, within a matter of weeks, our team of programmers, web designers, and marketers had transformed the firm's website into one of the best performing sites in their market. What had started out as a friendly competitive rivalry to match their competitor's presence in the search engines had now turned into a proactive, strategic campaign that offered choices to the firm about how to attract new business. All of this was done by Reciprocal without raising our contract price to the firm. Instead of asking for an increase in fees, we asked the firm's management what their priorities were and targeted those segments to further grow their business.
At Reciprocal, we know that our customers want new, high margin business, not just clicks and ranking reports. Other SEO firms are satisfied with a great start. They then let the campaign coast with a college intern monitoring budgets and sending out billing statements. Reciprocal continuously looks for opportunities in the market. We query our customers for ideas and information, analyze results, and make strategic recommendations.
Reciprocal continues to work with this firm to insure that the campaign generates high quality leads by tracking visitors through the site to the lead handlers at the firm.
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