How we helped a small business grow marketing qualified leads (MQLs) by 107% YoY with a full-funnel content marketing strategy

A virtual reception and appointment scheduling company came to us wanting to expand its reach across Canada and the United States. It wanted to generate marketing qualified leads (MQLs) while reducing spam and improving the overall quality of its leads. 

When they came to us, the company was heavily dependent on paid media, with little to no organic engine running to further engage and attract top-of-funnel traffic. The company published minimal blog content, placed little emphasis on organic distribution and social media, and had no on-site content rooted in SEO. 

To top it off, they were generating spam leads consistently each month. This was problematic as the company was paying for the spam leads out of a limited budget, only to bring in medium-quality leads that didn’t fit the company’s ideal customer profile (ICP).

The company and Foundation teamed up to develop a carefully-thought-out, full-funnel content marketing strategy. We also created an execution plan that allowed the company to maximize performance with its limited budget – allowing us to reach its ICP more efficiently, generate qualified leads, and reduce spam.

Without a doubt, creating a full-funnel content marketing strategy required well-thought-out content creation, data analysis, time, and effort to ensure that we were generating high-quality leads. 

As part of our ongoing execution, we frequently analyzed the company’s organic and paid media results – looking specifically at the source of leads, targeting, ad creatives, copy, budget, and landing pages. 

Experimentation is a critical component and became a big piece of our strategy. On the paid side, along with daily monitoring and optimizations, we experimented with various ad creatives, headlines, and copy every two months to keep our ads fresh and avoid ad fatigue. We linked our ads back to two service-driven landing pages and optimized those for conversions.

On the organic side, we published a mix of blog content with a healthy mix of SEO-driven, sales enablement, and thought leadership topics. We supported these pieces by distributing them across our client’s social channels – primarily on LinkedIn and Facebook.