3 Case Studies: How Content Boosted Traffic & Increased Customers

As a small business owner, or solopreneur, you’ve heard that content increases website traffic,and maybe you know that it also helps build brand trust and credibility.

And although you may be keen to try it for yourself, you’re looking for some kind of reassurance that after all your hard work, it’s a viable ROI.

In the case studies to follow, all three companies were young startups that decided to do things differently in order to get the edge over their competitors. Using content as their primary marketing strategy, they experienced tremendous results that enabled dramatic growth.

Have a read. Be the judge about whether content is a good ROI or not.

Case study 1: Turned problem into a solution with online course content

End result: $20K in 5 days
Company: Design Pickle
Industry: Marketing

Design Pickle, founded by Russ Perry in January 2015, offers a flat rate per month for an unlimited amount of graphic designs. Most large corporations have their own graphic designers, so this company’s clients are predominantly small businesses and solopreneurs.

Most small business owners don’t have a content design strategy in place, and therefore, the customer retention rate for graphic design services in particular is generally low. What Perry found, was that once clients received their designs, they would cancel their monthly subscription.

Design Pickle needed a way to grow and to educate its clients on marketing strategies.

Enter Pickle University online courses. The courses, hosted by Kajabi, an all-in-one marketing tools third party online course platform, allows Design Pickle to upsell and bundle services for discounted prices, and is used as a lead magnet to secure new, and empowered clients.

The launch of the first course brought in $20K within 5 days from pre-sale email marketing to people who were already on Design Pickle’s email lists. The key here, was that Perry identified a need; to educate clients on process and industry, and filled that need by providing online courses to help educate and grow the businesses of his clients.

By developing business and marketing courses, Perry is able not only to increase profit passively while still growing his graphics design business, but can also help his clients strengthen their businesses.

Description: online courses kajabi design pickle.jpg
Image Credit: Design Pickle and Kajabi
Russ Perry (back, middle) is the founder of Design Pickle.

Original source of case study: Kajabi

Case study 2: From outbound to primarily inbound

End result: 6 X boost in website traffic and 4 X more customers
Company: Glofox
Industry: Software developer for health industry

Glofox is a startup founded by Conor O’ Loughlin and Anthony Kelly in 2014, and experienced rapid growth with its software developed for gyms and fitness studios. The problem was that the direct sales strategy they were using to acquire customers, was costing too much. Their approach required the use of too many complex systems which were not playing nicely together.

Description: Glofox-670x310.jpg
Image Credit: BusinessAndFinance
The founders of Glofox: Conor O’ Loughlin and Anthony Kelly.

O’Loughlin and Kelly decided that they needed to attract customers to their website instead, by creating an inbound marketing machine. Using HubSpot, they set up a blog, created landing pages for targeted traffic, optin forms and smart call to actions. They say that by using content, they “are positioning ourselves as industry experts and thought leaders in our field; we blog constantly, we have a weekly podcast and we produce ebooks and user guides.”

Similarly to the first case study, the founders of this company say that creating personas was a vital part of their inbound strategy.

Since the swap from outbound to inbound marketing, Glofox has experienced a 6 X boost in traffic, and has 4 X more customers.

Original source of case study: HubSpot

Case study 3: Infographic backlinks strategy for new blog

End result: Website traffic increase of 963% in 6 weeks
Company: ChewieSays (now HerePup)
Industry: Pets

Perrin Carrol, who started the ChewieSays blog, identified an opportunity in the pet niche, after noticing that there were not a lot of smaller pet sites providing good content, and that a handful of big pet sites were completely dominating the Internet.

Carrol needed a strategy to compete with the handful of some seriously big competitors in the niche. To go up against them would entail producing some brilliant content, and promoting it in order to get quality backlinks to his site.

What Carrol did (and this is key), was to identify what was proven to be important to his target audience, and create an infographic around it. Doing his due diligence, he came up with the topic of “ways that pets improve human health”.

Armed with the 22 points gathered from his research, he hired a freelancer to design a pretty basic infographic to use as “bait” for authority websites, in order to get quality backlinks to his site. The link to the ChewySays website, was placed into introductory content on the infographic, which is good for SEO.

Finding prospective blogs in the niche that might have been interested in publishing the infographic, he contacted 92 bloggers and got a positive response of 5.4%.

Once those bloggers confirmed their interest in the infographic, Carrol removed as many barriers as possible, to make sharing the content easy.

The end result was eight niche-related, white hat backlinks which provided a dramatic surge of traffic to his new blog.

Description: infographic-example.png
Image Credit: Backlinko
The infographic that sparked traffic to a new blog.

Original source of case study: Backlinko

Key points

Three startup companies achieved dramatic results, all from using content as their primary marketing tactic. In summary, here’s what they did and what happened:

  1. A graphics design startup launched online courses as a way to grow, and to educate clients. Proving the need for the online courses, was the $20K that was generated as a result.
  2. The cost to acquire clients was proving too expensive for a software developer company, and the founders decided to switch to a primarily inbound marketing strategy, seeing a 6 X boost in traffic and 4 X more customers.
  3. The founder of a brand new pet blog, needed a way to compete with major sites that were dominating the industry, and with a cleverly designed infographic, received eight quality backlinks, boosting the traffic by 963% within six weeks.

The Universality Of Office Stock Photos

New photographers looking to break into commercial endeavors like stock photography are often perplexed about how to make images that are not just visually attractive but are commercially successful as well.

One of the most popular categories of stock is the subject of business. So how do you best approach this topic to produce images that sell? Try thinking about the subject as it relates to the popular comic strip Dilbert.

Scott Adams uses universal themes in Dilbert to appeal to a wide audience of people. Anyone who has worked in any office anywhere can readily identify with the Pointy-Haired boss, or the know-it-all co-worker and the company slacker.

We probably also see ourselves as the trying-to-succeed-in-a-mixed-up-world main character of Dilbert himself. We can readily empathize with the situations and setting those characters find themselves in with humor and grace.

Apply those same concepts to your images, and you have the foundation for successful business stock photos. Start with these universal themes.

Business Man on Monkey Bars

People and Teams

The trend in stock photography is away from the beautiful models acting like they are doing something – talking of the phone, looking seriously at a piece of paper, shaking hands in introductions, etcetera, etcetera, etcetera. The need now is for quality images of realistic people in realistic business setting doing realistic activities – a more candid and unscripted feel.

Apply the same thoughts to teams and team activities. They should be easily identifiable and associated most closely with the universal concepts of doing business. And remember that business is global; so make sure your subjects represent a diverse inclusion of genders and ethnicities.

Bear and Bull Markets

Finance

When you think of business, finances naturally comes to mind. Images focusing on hard currency, stocks and bonds, or banking instruments fall into this area.

As do images associated with loans, mortgages or debt. If it has to do with money, it‘s an image needed in this category.

Industries

Images needed here fall into one of two categories. The industries within the business arena: marketing, accounting, finance and entrepreneurship; and the industries of business: financial advisors, stockbrokers, bankers, retailers and the like.

Think also of how business is conducted within specific niche industries as opposed to generic business to fill the demand they create.

Transportation and Travel

Well dressed business professionals hailing a cab or walking into an airport – as well as the business of travel – travel agencies, rental car companies, or airports – are some of the types of images needed in this area. Images are needed that deal with the transportation of people and goods. Think shipping, trucking and rail. Automobiles and airplanes. Show how business uses transportation to keep running on a day-to-day basis.

Last Will and Testament

Objects and Still Life

Business objects can range from calculators and abacuses to tax forms and contracts. Any object used in any discipline while conducting business will fall into this category. Don’t forget to think of retro or futuristic objects as well.

Creatively combine objects to create a theme or universal concept. Think of all the objects used in a house purchase: For Sale sign, mortgage applications, building blueprints and the like. Grouping them together can convey the entire process of buying and selling in the real estate market as just one example.

Circuit Board Workers

Technology

You wouldn’t dream of spending a day in business without the support of computer systems and applications. Show how they are used everyday in the modern business world. Show what happens when we don’t have them for a few hours or days. Show how technology is changing how business is being conducted.

Telecommuting. Team collaboration and brainstorming. Written communications in the form of documents, text and email. Working remotely from home or on the road with the assistance of advanced video conferencing. All are part of this ever-evolving area of business technology.

Metaphors

Remember, a picture can speak a thousand words. Use creatively composed images to represent esoteric and complex business themes. Just make sure that concept or theme is easily identifiable. A smartphone stands in for social media.

A calculator means financing. Using those building blocks, the world of business is easily recreated in pictures.

Business Man Under Water

Humor

Not everything in the business world needs to be buttoned up and formal. Any of these categories can be approached in a whimsical manner to produce uniquely represented concepts that set them apart from the competition.

Think communications using smoke signals, or accountants represented with people counting beans in a backroom. And when speaking of images in each of these areas, don’t limit yourself to only still photos. Videos and illustrations can be used anywhere a photo can.

So grab your camera, and the next time you approach the subject of business – or any other popular commercial theme – ask yourself one question. “What would Dilbert do”?

All images copyright Karen Foley via Dreamstime.com.

Images are provided by the author

How to Monetize Your Blog Like a Pro

Last year, celebrity gossip blogger Perez Hilton (Mario Lavandeira) earned an astonishing $15,000 in daily income, as his website gained a value of $2.66 million. Tech Crunch, starting out as a blog, has become a viable brand, worth $10.82 million.

Blogging has become an industry in itself. Once upon a time it was a platform for personal journalling, but over the years blogs have gained legitimacy, visibility and power on the web and beyond it. As you can see, one of the changes has been the fact that you can make real money blogging, even without becoming a major information powerhouse.

If you have thought about monetizing your website, here are some tips to help you get started.

Get Your Toolbox in Order

Whichever method (or methods) below you pick, the key is to use the right tools to organize the process well. Here are just a few good ones to consider:

  • Google Analytics is a necessary evil for properly monitoring your traffic sources
  • Register an account at ShareASale. That’s an affiliate marketing network that will connect you to quite a few cool programs
  • If you are going to be creating and selling a product or a service, make sure to use a sales management platform to organize leads properly. Salemate is a good affordable option

salesmate

Don’t Begin Right Away

This is an unpopular opinion with some, but the truth. It might seem like a good idea to immediately start trying to monetize a blog you’ve just started. But in the beginning you won’t have any traffic to drive profit.

The exception to this rule is if you already have a viable brand and are expanding it to include a blog for engagement and social marketing. In which case the traffic will come from your initial site, and monetizing right away makes sense. If not, focus on building that blog before you think about making money from it.

Join AdSense

Google AdSense is an important tool for anyone seeking to monetize their website. They provide both text and image ads, and usually the image ads attract the most attention and lead to the most clicks.

Of course, this is dependent on your traffic, as most people will not click through to ads. But the payout is decent, it adds up over time, and they are a trusted source for such a program. Other ad programs exist, but none come as highly recommended.

Use Affiliate Programs

Affiliates are going to be one of your greatest sources of income. Whether someone is promoting your product, or you are promoting someone elses, even small payouts will lead to a decent payout over time.

The more momentum a program gains, the more passive income you will start to make. You would be surprised by the numbers and the way they build after the first six months, and especially after the first year.

You can also offer your blog to companies of products you commonly buy and enjoy. Many will pay several hundred dollars for a solid review on a well established site.

Don’t forget that for both affiliate links and sponsored reviews you should use a proper disclaimer not to lose your readers’ trust and to be in-line with the US laws (and Google).

Optimize Your Search Ranking

You have to come up high in a search if you want to bring in the traffic that will inevitably up your income.

Since no one goes to the second page of Google, you have to have a good market share on certain keywords, and optimize your blog using that data. Invest in market research to find the best keywords that you can use, both long and short tailed, to improve your SEO.

Open a Shop

Having a shop only works for some people, as often a niche won’t really apply to a product series very well. But even selling mugs to those who might want to help support your site can be beneficial.

Try and create products that relate well to your niche, however, and don’t be afraid to take advantage of inside jokes and references that you have built with your followers over time.

Release an Ebook

Ebooks are big, and they have plenty of uses. They don’t bring in a lot of money, however, which can be a problem unless you have the status in your industry to be able to charge a higher price for a download.

Most people will offer them cheap or free, and use it to improve their visibility and draw people to their blog, thereby improving their other income possibilities. It will ultimately depend on you.

Example: The Lost Girls knew that and wrote an excellent book about their travels that has gotten great reviews. Both ebooks and self publication are potential routes for this goal.

Become a Speaker or Consultant

Are you now fairly well known? Have some street cred in your niche? Then start using your blog as a platform for finding guest speaker or consulting opportunities. You can earn thousands doing this.

Offer Freelancing Services

Your blog can act as a kind of portfolio, showing off your writings skills, nature and passion. That makes it a great opportunity to attract other people who want you to write for them.

Occasionally you will want to write a free guest blog post to promote your site. But otherwise you can offer your writing for pay, advertising yourself both through your blog and on sites like oDesk.

Start a Class or Series

Want something a little more hands on or creative? Then why not run a class or webinar series from your blog? People will pay good money for a well organized class, and you can offer the world your knowledge while improving your own financial stability. Everyone wins.

Udemy is the perfect place to start an online course and you can sell it through the platform too! Another great tool is Google Helpouts.

It might seem like a heavy task, and too good to be true. But you can genuinely turn your website into a profitable one, even if it takes time. You just need to know how to do it. Here are some tips and tricks for people who have managed to boost their regular traffic and are now looking to capitalize on that growing popularity

To get inspired, see this list of indie blogs that pay for a living.

Have some tips for monetizing your blog? Questions? Let us know in the comments