Vanco was bringing together two payment processing companies and wanted to reposition themselves in as a specialized processing provider for faith based and non-profit organizations.
Vanco needed to gain market awareness and thought leadership in the targeted sector and build an integrated Inbound and PR engine to drive both visibility and leads.
A coordinated “go to market” strategy for Inbound and PR was developed to attract, engage and convert prospects through a coordinated set of program components. A new website was designed with a focus on key buyer personas and targeted content with Calls to Action. PR and influencer marketing targeted key media, blogger and associations to extend the reach through earned media, speaking engagements and cross promotion from guest blogs. A new blogging and social media program was designed with editorial calendar to support key campaign themes. An outbound email campaign and PPC program drove traffic to specific landing pages. All these elements work together to build brand awareness and to fill the sales pipeline.
The new strategy had a transformative impact on the company’s digital marketing presence. In just a few months Vanco received media coverage from key industry outlets, saw 1,000% increase in organic search, 1,000% increase in email-generated visits to the website, 1300 new blog subscribers, and 760+ Marketing qualified leads.
This client’s program was also a finalist for HubSpot’s 2015 Impact Award, “Client Growth Story of the Year: People’s Choice.”