Toronto digital marketing agency chatbot case study

CASE OVERVIEW:

Quality over quantity, as the old saying goes. It doesn’t matter how many leads your business has if they’re all bad. But how do you increase the quality of your leads? 

Here’s how we hit an all-time high in inquiries to sales qualified leads for our recruitment agency client.

THE PROBLEM: How to Generate High-Quality Leads

As a Toronto digital marketing company, we know that marketing leads ≠ sales leads. Our client was getting high traffic and what appeared to be a high amount of leads, but many of these leads turned out to be potential employee candidates instead of employment candidates. In the recruiting industry, employment candidates are the more valuable leads.

We needed to find a way to continue to grow traffic and tune the client’s website to encourage both employee candidates and employment candidates to visit the corresponding webpages and fill out the correct forms.

Our Diagnostic Approach Uncovers The Quick Wins

THE FIX:

Clearer Calls to Action

Utilizing a diagnostic approach, we A/B tested both search engine ads and social media ads to determine the best possible messaging to attract employer candidates. Our Toronto digital marketing agency took the winning messages and implemented them throughout the client’s website. Additionally, we workshopped button and headline copy to create clearer CTAs on significant employment pages.

SEO

Using keyword research, monitoring demand, and tracking search trends, we targeted the keywords that are actually searched for. With search engine optimization and an intensive link-building program, our client’s website ranks on the first page for all of their targeted keywords, bringing in 8,000+ monthly visitors from organic traffic alone.

Pre-Qualifying Leads

By implementing a chatbot on the client’s website, we opened up a new channel for leads to connect with the sales team. The chatbot was designed to address both types of candidates and direct them to the correct departments. This effectively pre-qualified employer leads and contributes to a more efficient sales process.
Increase in Sales Qualified Leads

THE RESULTS:

35
Increase in Enquiry Quality

New All-Time High In Sales Qualified Leads

(during a pandemic)

Tuning your website using a data-driven marketing strategy is a great way to increase your company’s marketing leads. Depending on your industry, there may be other channels that can help as well. Click here to learn about increasing quality leads through social media.

seo conversion

How well does your website turn users into quality leads? Our free 18 point conversion audit can help you find out what’s working and what’s not.

A Word From Our Client

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“We now have more inbound leads coming in every week than we ever did and it's the Marketing Garage's expertise that's made that happen.”

Bruce PowellManaging Partner, IQ PARTNERS

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The Marketing Garage is an award-winning Toronto digital marketing agency that has extensive experience in cultivating effective digital marketing strategies. We help businesses in many different sectors across North America fix their digital marketing and branding. Our data-driven mix of SEO and digital marketing audits will give you the best results.