What evidence can you share that demonstrates the impact of the engagement?
We generate $2.4 million in annual sales. The annual marketing budget has decreased from 6% to 2–3% in recent years; it’s now $100,000. The direct correlation between increased lead generation and decreasing costs is a great advantage.
The tiered system helps us address spending; more expensive leads don’t provide good ROI for smaller purchases. Consequently, traffic, conversions, and sales have increased year-to-year. Phone calls and emails help our bottom line; print ads no longer make sense for our business model.
eBoost served on an industry tradeshow panel. They projected a Google search in which our ad was the first organic result, the first paid result, and the first side-paid result. Clearly, the team had been ranking our company effectively.
How did eBoost Consulting perform from a project management standpoint?
We meet once a month to review brand awareness, new opportunities, conversion rates, and cost per conversion. The team comes prepared with metrics and comparisons to past years’ PPC and SEO performances. They take a long-term view of our goals, which include the overall number of visitors and calls to action.
What did you find most impressive about them?
Prior to this engagement, I had gone through four or five SEO companies; each one over-promised. eBoost stands out because they use white hat SEO practices; I never worry about being penalized for their actions. The engagement is truly collaborative; eBoost feel like part of my company. They’ve remained committed to the partnership.
Are there any areas they could improve?
Amazon Marketing Services is increasingly crucial to our e-commerce activities. They’re starting to implement more solutions in that area. However, I can’t criticize this lag because eBoost is current with best practices.
Do you have any advice for future clients of theirs?
The SEO field is always changing; it requires active participation. I have talked to colleagues who complained about a lack of sales. They always tell me that they’d built a website, set it up, and didn’t achieve results. A company can’t build a site, launch it, and assume that people will find it.
The biggest issue business owners have is understanding the return on spend. SEO requires a holistic approach. The business owner has to be part of the process, given that they’re in the best position to know what will and won’t work from a marketing perspective. The team depends on the client to review keyword lists and other items. Adjusting keywords and campaigns on an ongoing basis will lead to positive results. Reviewing wireframes and keyword lists can be tedious, but it’s necessary for success.