Greenlane Marketing

BACKGROUND

Please describe your company and position.

I am the Sr. Director, Ecommerce of a consumer products & services company

Describe what your company does in a single sentence.

We're a global wine technology that empowers wine enthusiasts, connoisseurs, and trade professionals to re-imagine the way they taste, serve, drink, sell and market wine through award-winning wine preservation systems.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Greenlane Search Marketing, LLC to accomplish?

• Audit SEM program
• Improve ROAS
• Expand Non-Brand campaigns

SOLUTION

How did you find Greenlane Search Marketing, LLC?

Referral

Why did you select Greenlane Search Marketing, LLC over others?

• High ratings
• Great culture fit
• Good value for cost
• Referred to me
• Company values aligned

How many teammates from Greenlane Search Marketing, LLC were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Strategic plan and daily execution of our company's Google and Bing advertising in the USA. Began with an audit of existing campaigns, revamp & reorganization of campaign, testing & expansion of keywords; providing weekly performance recaps and leading quarterly strategy presentations.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

After retooling our campaigns, we observed improved ROAS while opening up new non-brand keywords to expand our customer acquisition efforts.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Greenlane was very communicative; we aligned on deliverables and they would make it happen as we outlined. Always responsive, but more importantly, proactive in reaching out whenever they uncovered an issue or saw an opportunity where we could take advantage.

What was your primary form of communication with Greenlane Search Marketing, LLC?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

The best part of the partnership with Greenlane was the relationship we built with Ashley and Christian from Greenlane. From the start, they were committed to understanding our business and doing their part to drive success; they were truly "part" of our team - our weekly meetings were usually full of great dialogue, exploration, and would some laughs.

Are there any areas for improvement or something Greenlane Search Marketing, LLC could have done differently?

Nothing to highlight as something Greenlane could have done differently, there is always the opportunity to do more testing in the never-ending chase for more efficiency; but we feel Greenlane brought a nice balance of campaign management with exploration and expansion.

BACKGROUND

Please describe your company and position.

I am the Head of Marketing of (a/an) Financial services

Describe what your company does in a single sentence.

Fintech for renovation loans

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Greenlane Search Marketing, LLC to accomplish?

• SEO Strategy overhaul
• Content development

SOLUTION

How did you find Greenlane Search Marketing, LLC?

Other

Why did you select Greenlane Search Marketing, LLC over others?

• Pricing fit our budget
• Great culture fit
• Good value for cost
• Company values aligned
• Other

What was the size of Greenlane Search Marketing, LLC’s team?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Ongoing engagement to revisit our SEO strategy to allow for better content reach, more solid technical SEO and reorganization of on site content.The project covered all technical SEO, idea generation, content writing, content outlining, research, outreach and partnering with other agencies like PR and video for well rounded marketing strategy/support.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• Increased Google rankings for agreed upon core keyword list Increased traffic to content generated Lift in older content visitation Removed some technical SEO issues

What was your primary form of communication with Greenlane Search Marketing, LLC?

• Virtual Meeting
• Email or Messaging App

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Greenlane had a comprehensive framework for work planned, timelines, reporting and an ongoing ideation sheet. We met weekly or biweekly (depending on phase of project) to cover a variety of items which were established in the agenda prior to the meeting. Content, recommendations and reporting all arrived on time as expected. They were responsive to questions or last minute requests and felt like an extension of our internal team.

What did you find most impressive or unique about this company?

The Greenlane team always felt like a part of our team with the same goals. They would talk to other team members there if different expertise or ideas were required, helped us respond to requests and changed direction when we had to. Sometimes agencies feel as if they have their own set of goals, grinding through hours no matter the output but Greenlane was focused on their delivery and being true partners in the work we were doing. They were also fun to be around and added to the team spirit of meetings.

Are there any areas for improvement or something Greenlane Search Marketing, LLC could have done differently?

Not on this project

BACKGROUND

Introduce your business and what you do there.

I’m the digital marketing manager for an insurance agency.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Greenlane Search Marketing, LLC?

We hired them to manage our PPC campaigns.

SOLUTION

What was the scope of their involvement?

Greenlane Search Marketing, LLC provides us with PPC services. We’ve granted them access to our PPC accounts so that they can audit and optimize our existing campaigns, create new ones, and implement necessary changes. Additionally, they’ve assisted us in integrating a more targeted approach when allocating our ad budget and setting up experimental campaigns and landing pages to maximize our ROI further.

Their team mainly focuses on running Google Ads and Bing Ads for us.

What is the team composition?

We work with two people from their team: the director of paid search and an account manager.

How much have you invested with them?

We've spent about $50,000 so far.

What is the status of this engagement?

We started working with Greenlane Search Marketing, LLC in November 2019, and our partnership is still ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The results to date have been very positive. We’re relying much more now on PPC ads, so it’s important for us to not only get good visibility through our ads but also optimize our ad spend and ROI — Greenlane Search Marketing, LLC is doing a great job in those aspects.

How did Greenlane Search Marketing, LLC perform from a project management standpoint?

They’ve done a great job from a project management standpoint; they always handle our requests without any issues. For managing tasks, we use Google Sheets. For communication, we typically interact via email and phone calls. 

What did you find most impressive about them?

What’s most impressive about Greenlane Search Marketing, LLC is their ability to create and modify campaigns based on all of the business data we’ve provided. This task can be daunting at times, but they’ve done a really good job of optimizing our campaigns.

Are there any areas they could improve?

I don’t have any constructive feedback for Greenlane Search Marketing, LLC — they’re doing a great job across all areas.

Do you have any advice for future clients of theirs?

Provide them with as much information as possible about your business. This will help their team steer your PPC campaigns in the right direction.

BACKGROUND

Please describe your company and your position there.

I am the content manager at a natural pet care company. As part of my role, I manage SEO and content strategy.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Greenlane Search Marketing, LLC, and what were your goals?

We hired Greenlane Search Marketing for an ongoing content and SEO strategy. This includes technical audits, content audits, bi-weekly check-ins, and general guidance.

SOLUTION

How did you select this vendor and what were the deciding factors?

We chose Greenlane as the result of a referral. We looked at multiple firms, including our PPC and Social vendors and felt it best to choose Greenlane exclusively for our SEO efforts.

Describe the scope of work in detail, including the project steps, key deliverables, and campaigns.

Greenlane managed our overall SEO strategy, which included technical audits, keyword research, content analysis, content creation and consolidation, internal link building, and ongoing strategy.

How many people from the vendor's team worked with you, and what were their positions?

We had one account manager who was in contact with the entire team at Greenlane. It was easy to get subject matter experts on the phone when needed.

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

Since working with Greenlane on an ongoing basis, we've formalized our content and SEO strategy, increasing top 3 keyword YTD rankings by 43% and increasing overall keyword ranking by 44%.

Describe their project management style, including communication tools and timeliness.

Greenlane is always available for contact through our account manager and have bi-weekly meetings to stay on track. Everything is documented in Google docs and calls are done over Google video. They're upfront about timelines, budgeted times, and accurate with estimates on work completion.

What did you find most impressive or unique about this company?

Greenlane offers more than just SEO services, but we selected them based on their specialization in this field. From the founder to the account manager, everyone is educated and available for consultation.

Are there any areas for improvement or something they could have done differently?

The biggest piece of constructive feedback is thinking creatively about consultation versus implementation. Since we primarily used them for consultation, work with often bottleneck on our end and it would be nice to review work loads on both ends to ease the logjam.

BACKGROUND

Introduce your business and what you do there.

I’m the director of growth marketing at a subscription service that connects families to local caregivers, specifically babysitters and nannies. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Greenlane Search Marketing, LLC?

Online searches are a large part of our business model, so we wanted to get our business profile in the top result for searches like “nanny near me” or “babysitters near me.” We wanted to attract people who didn’t already know our business. 

SOLUTION

What was the scope of their involvement?

Greenlane Search Marketing, LLC was our search engine and affiliate marketing agency. A lot of the documentation about the project was provided to them before I started in my current position, so I’m not exactly sure what that documentation included. The briefing they were given, however, made them very familiar with our business. 

What is the team composition?

I predominantly worked with Keith (Managing Partner), Christian (Senior Director of Paid Media), and Chelsea (Paid Media Team Leader). 

How did you come to work with Greenlane Search Marketing, LLC?

We were with them for many years, so I can’t speak to how we first engaged them. 

How much have you invested with them?

Our SEM spend was anywhere from $2.5 million–$3.5 million. 

What is the status of this engagement?

My company’s engagement started 6–7 years ago, but I only worked with Greenlane Search Marketing, LLC from January 2021–May 2022. 

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

I don’t have any specific metrics, but Greenlane Search Marketing, LLC was great at hitting our efficiency targets and adapting to them as they changed. If we asked for a cost-per-acquisition target of $100, Greenlane Search Marketing, LLC would meet it. 

How did Greenlane Search Marketing, LLC perform from a project management standpoint?

They were an extension of our team. We got a lot of excellent support from their senior leadership; it is rare to ever have a teammate as senior as Keith involved directly in a client’s campaign. They were always available to jump on the phone and answer our questions; we used Slack, Google Meet, and email to communicate. We primarily used Google Workspace to manage the project. 

What did you find most impressive about them?

Before my current role, I worked in a similar agency environment at another company. I worked with a lot of agency teams over the years, but Greenlane Search Marketing, LLC stood out with their SEM expertise. 

Greenlane Search Marketing, LLC invested a lot in building a relationship with our team — we were never an afterthought for them. It was refreshing to work with a partner that knew as much about our business as we did and supported us completely. I was so pleased that they were able to answer my questions when I first started in my current role. 

Are there any areas they could improve?

We don’t work with them anymore because our needs grew beyond SEM — we needed an agency that could also manage paid social media marketing. Greenlane Search Marketing, LLC did some paid social media marketing for us, but they struggled to get it to perform well. So, I think they could build up their expertise in that field. 

Do you have any advice for potential customers?

Any customer who works with Greenlane Search Marketing, LLC for paid search needs will be in very good hands. 

BACKGROUND

Introduce your business and what you do there.

I’m the owner of Austin 360 Photography, a photography company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Greenlane Search Marketing, LLC?

We hired them for their SEO services. We had 25,000 bad links on our website, and they helped us clean it up.

SOLUTION

What was the scope of their involvement?

Greenlane Search Marketing, LLC provided us with SEO services. We gave them access to our Google Search Console, they took care of everything from there. They fixed all the bad links that were messing up our website’s SEO.

What is the team composition?

We mainly worked with Bill (Founder & Partner).

How did you come to work with Greenlane Search Marketing, LLC?

We found them through an online search. We decided to work with them because of Bill — he had a deep knowledge of SEO.

How much have you invested with them?

We spent around $10,000.

What is the status of this engagement?

We worked together on this project from October–November 2022.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Thanks to Greenlane Search Marketing, LLC’s help, all of the 25,000 bad links that we had were cleaned up and are longer affecting our website. Overall, they did a great job; we'll surely use them again if we need help with anything else.

How did Greenlane Search Marketing, LLC perform from a project management standpoint?

They exceeded our expectations from a project management perspective. For managing tasks, we used monday.com.

What did you find most impressive about them?

We were impressed with their delivery and communication. They were also honest and trustworthy.

Are there any areas they could improve on?

I can’t think of anything that Greenlane Search Marketing, LLC could’ve improved on.

BACKGROUND

Introduce your business and what you do there.

I am the VP of marketing operations at a university.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Greenlane Search Marketing, LLC?

We needed help with our SEO and PPC efforts.

SOLUTION

What was the scope of their involvement?

Greenlane handled all of our SEO and PPC activities. They ran Google and Microsoft Bing campaigns and helped us with keyword research and strategy. They helped us improve the usability of our site, created content for us, and helped enhance existing website copy. They provided us with joint social media strategy guidelines, and our in-house team implemented that strategy and handled our social media presence. They also restructured our accounts after another agency had ruined them.

What is the team composition?

We worked with an SEO manager, a PPC manager, and an account manager. We also interacted with technical and content strategists as needed.

How did you come to work with Greenlane Search Marketing, LLC?

We found them online, interviewed them, and felt they would fit our needs well.

How much have you invested with them?

We invested roughly $400,000 in the partnership. 

What is the status of this engagement?

We worked with Greenlane from November 2013–January 2018, when we took a brief break due to our management’s desire to streamline marketing efforts and only work with one agency. 

Then, we picked the partnership back up in December 2019 and worked with Greenlane until July 2021, when we merged with another university that had an existing partnership with an agency.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

When we started working with Greenlane again in 2019, we saw a 75% increase in ad click through rate year-over-year (YoY), a 21% lift in conversion rate, and an 80% increase in leads. These results were achieved during the COVID-19 pandemic, and we are a nursing school, so the fact that we were still able to grow was fantastic.

The increase in lead-to-customer conversion rate was most impressive. We initially budgeted Greenlane to increase our conversion rate to 7%, but we’ve consistently reached 10% lead conversion YoY, which is excellent. PPC became the primary customer channel outside of organic marketing, so we were pleased with their PPC assistance. They also helped improve our SEO; those metrics are harder to measure. 

How did Greenlane Search Marketing, LLC perform from a project management standpoint?

They always met deadlines, stayed on budget, and were good communicators. Our budget was limited, so we had to be very selective with outsourced services, and Greenlane did a great job. Our PPC, SEO, and account managers attended every meeting.

Greenlane was an essential part of our marketing team, and they participated in weekly marketing calls, which enabled them to get to know our business. We used Excel to manage the project, and they also used an internal project management tool. We communicated via Google Meet, email, and phone calls.

What did you find most impressive about them? 

Greenlane is one of the best agencies we’ve worked with. They were proactive and thought outside the box to create and implement campaigns. They also shared best practices with us and stayed on top of industry and market trends. We didn’t have internal resources to keep us updated on the market, and they constantly kept us informed.

We truly enjoyed working with Greenlane because they were a perfect fit. I would never have stopped working with them if it were my decision. 

Are there any areas they could improve?

I think they could have had more creative and design resources. We didn’t have a designer, so we designed ads ourselves, and Greenlane handled copy. They may have already done this, but if they could grow and add more services, it would benefit smaller companies that don’t have as many resources.

Do you have any advice for potential customers?

My advice is to be active in the project and do your part as the client. We sometimes fell short of completing our tasks, which affected Greenlane’s ability to help us. As the customer, you need to be prepared to invest time into the partnership so that the partnership can be fruitful.

BACKGROUND

Please describe your company and your position there.

I am the business operations manager for a non profit animal welfare organization.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Greenlane Search Marketing, LLC, and what were your goals?

We were launching one digital product from the ground up and have been working towards a migration and replatform of our company's website. We have been using Greenlane to help us establish and maintain a successful SEO strategy.

SOLUTION

How did you select this vendor and what were the deciding factors?

I have worked with Greenlane in the past and know that Keith, Anthony, Christian and the team are lovely people to work with and are excellent at what they do.

Describe the scope of work in detail, including the project steps, key deliverables, and campaigns.

We work with Greenlane on a monthly contract basis. We have asked them for full technical SEO audits, to help us create performance dashboards, keyword ranking reports, content opportunity documents, optimization strategies, etc. We have also had them help us set up / check all of our GA tracking and consult on our paid ad strategy.

How many people from the vendor's team worked with you, and what were their positions?

I have worked with approximately 3-4 people from the organization on these projects. I have a dedicated CS manager, a tech lead to assist with any technical issues and someone to reach out to as needed regarding paid ads.

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

Since launching, over 10% of our site traffic is from organic search, we are also seeing positive outcomes as a result of our paid strategy. Since we began optimizing article and landing page content, approximately 35% of our target keywords are appearing on page 1 of SERP.

Describe their project management style, including communication tools and timeliness.

The team at Greenlane manages their own Asana board (with our oversight) which is super helpful for keeping all of our reports, agendas, assignments, etc. in place. They're easy to get in touch with via Slack or email and are always open to new approaches regarding timelines and tools.

What did you find most impressive or unique about this company?

The people are wonderful - professional, smart, funny and kind. I have enjoyed working with each and every single person at the organization.

Are there any areas for improvement or something they could have done differently?

No! If anything, our own issues are internal (aligning on high end business goals and objectives to provide clear leadership to Greenlane around how SEO can support our initiatives) so I am hopeful that we will be able to work through those to achieve better success with Greenlane as our partner.

BACKGROUND

Introduce your business and what you do there.

I work for an awning company that’s a division of the larger textile manufacturer from Philadephia. We’ve been operating here for 146 years since 1874. I joined two years ago as a marketing manager, and I run the marketing for all the divisions of the company.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Greenlane Search Marketing, LLC?

We had been working with another SEO consultant for five years before I signed on.  I was the first internal marketing professional that they had hired. Since the relationship didn’t appear to be working very well for us with our previous SEO consultant, we mutually parted ways. As a result, I looked for a new SEO company that could grow our traffic instead of just continuing things at a flat level.

SOLUTION

What was the scope of their involvement?

They did on- and off-site SEO. The team also performed keyword research and managed our Google Ads and PPC efforts. Furthermore, they did technical audits which we passed along to our developers who made the changes. 

What is the team composition?

Sebastian (Senior SEO Account Manager) is our main point of contact. 

How did you come to work with Greenlane Search Marketing, LLC?

I found them because they were one of the only local SEO firms on the most recommended vendors list. I looked into them as well as a couple of other firms. It was a fairly hard decision because another firm seemed like they would be a good fit too. 

However, we ended up with Greelane because they were a bit less corporate. Our previous SEO vendor was a very corporate and high-end agency, so I decided to go in a different direction.

How much have you invested with them?

Before the pandemic, we’ve been spending $8,500 per month, $7,000 for SEO, and $1,500 for SEO. In April 2020, we dropped down our budget to $1,500 per month for PPC.

What is the status of this engagement?

We began collaborating in November 2018, and we’re still working with them, although in a reduced capacity.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

I was mainly looking at traffic growth. We were specifically looking at SEO and how much traffic we were bringing in and we grew quite a bit in 2019, which was the first time in several years that we had grown. To be clear, in 2017 and 2018 our growth was flat, and then in 2019, we grew 25% year-over-year (YoY). 

How did Greenlane Search Marketing, LLC perform from a project management standpoint?

We’ve used Slack quite a bit and Google Drive to organize weekly reports that they write for us. We also have weekly calls. 

What did you find most impressive about them?

It’s a relatively small company and it seems like they have a really good rapport with the company. They also have an office environment that lends itself to everyone. We appreciate that they’re very helpful.

Sebastian is the most knowledgeable person in terms of identifying people who can answer our questions. He will talk to them and come back with answers, so there’s a lot of collaboration.  

Are there any areas they could improve?

They are improving on this, but they can definitely get better at demonstrating results. At first, their reporting was fairly rudimentary. I do think we’re getting good value from the work we’re doing with them, but they can do a better job of highlighting it and showing the value they’re providing. 

Do you have any advice for potential customers?

They’re a very friendly agency. They know their stuff. I would recommend them. I’ve been happy working with them and I haven’t been looking to jump ship to other providers. 

BACKGROUND

Please describe your company and your position there.

I head up content for a media and publishing company that leverages our audiences to help sponsors sell product D2C.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Greenlane Search Marketing, LLC, and what were your goals?

We were growing a new publishing site from scratch while marketing our content on behalf of multiple sponsor/advertisers.

SOLUTION

How did you select Greenlane Search Marketing, LLC and what were the deciding factors?

I have hired Greenlane on similar projects at past companies, over and over again for the last 10 years and always been impressed by the results. Some examples:

• They helped my team implement a fix of an undetected tech issue which led to 30% MOM growth right off the bat (this represented around 2 million additional visits per month);
• They ideated a topic center that brought a new audience to our sponsor's pages;
• They partnered with my team on navigation changes that led to a more targeted audience and better conversion.

Describe the scope of work in detail, including the project steps, key deliverables, and campaigns.

This project included a full site platform tech audit, hands-on QA of our new site, initial strategy work on the information architecture of the site and pages, consulting on international content strategy set-up, and content topic research for launch. Some mix of these elements is now done on an ongoing basis.

How many people from the vendor's team worked with you, and what were their positions?

Partner, Account Director, Content Strategist Technologist, Analytics Expert.

RESULTS & FEEDBACK

Can you share any measurable outcomes of the project or general feedback about the deliverables?

With Greenlane's help our site went from 0 to 150,000 unique visits per month in under a year...and growing.

Describe their project management style, including communication tools and timelines.

I have always found their team to be WAY above average in this area. I honestly treat them like an extension of my own team. We move very quickly and are always throwing new challenges and ideas at them and they love it!

What did you find most impressive or unique about this company?

They don't stop at doing the work request, the proactively look at ways we can do better, not just on organic traffic, but in or business on the whole. I love that they take the time to understand everything about how we operate.

Are there any areas for improvement or something they could have done differently?

I'm working with them on streamlining the way different channels within my company access our account director. Everyone wants to use them, and I find myself needing more visibility into how my own company requests their time when I'm not copied directly.