WSI Wisdom Book English Version - Page 37

Goals and Challenges: The Solution: This is an existing client of WSI who started a new venture in anticipation of the coach services that would be needed during the 2010 Soccer World Cup. Before CBT Coaches became a client, they had no web presence at all because the business was brand new. The challenges that lay ahead included: WSI created a professionally designed marketing website for the client and conducted a series of Internet marketing services such as: develop a PPC campaign that drove targeted traffic to the website, optimize the entire website, provide 4 content pages per month, measure analytics and offer ongoing consulting.  Setting up a web presence from scratch  Generating qualified leads online  Competing with other South African tour operators that were already established WSI’s objectives were to:  Create a professionally designed website that would convert well  Create a content blueprint for the website  Apply an ongoing SEO strategy to improve the website’s search visibility  Design a long-term organic search strategy that will keep CBT Coaches at the top of search engines for “corporate events and large event passenger transport logistics”  Develop keyword-specific landing pages for targeted PPC campaigns, designed to convert search visitors into clients  Drive targeted traffic to the website  Develop a content marketing plan to increase online brand awareness  Track performance using Google Analytics  Provide the client with monthly performance reviews that will drive marketing campaign adjustments and provide data to determine marketing effectiveness The Results: The project started from scratch since this was a start-up business and the results exceeded all the business goals for the year. Through this experience, WSI demonstrated that we could generate leads quickly through Internet marketing. Some of the results include:  4 out of every 10 leads came from the site  Generated $8,000/mon recurring revenue  During the 2010 Soccer World Cup month, CBT generated $300,000 in revenue through their website o 4 sales per month o Annual revenue $396,000 WSI Consultant: FRANCOIS MUSCAT South Africa Page 36 Copyright ©2011 by RAM