Based on its online marketing efforts, Paladin boasts an extremely low cost per conversion rate that equals 0.5% of every dollar earned

Paid search clicks increased by 244% over 12 months

The Challenge

Paladin and Associates is a Raleigh-based executive team that works with companies to eliminate roadblocks to success through an insightful understanding of changing business dynamics and operational requirements. Faced with the unwieldy combination of a high quality output and a low-traffic website, Paladin turned to VisionPoint Marketing to generate more qualified leads, expand its brand image on a national level, position the company’s expertise and differentiate the firm from its competitors.

What we did

In an effort to showcase the work of Paladin founder and managing partner Bill Warner, VisionPoint Marketing sought to optimize the site for awareness of potential clients, create multiple categories on compelling business topics, continually update the website and create a strong call to action across all content across the website; all in an effort to drive leads to an online contact form.

This project also provided an opportunity for VisionPoint to showcase our paid search capabilities.

By redesigning the existing website, we were able to create specialized landing pages that made the site perform significantly better. For small to midsize companies like Bill’s, paid search advertising is an excellent way to effectively target customers at a low cost. If the client had chosen a medium such as Yahoo!, it would have costed a minimum of $29,000 per month. With VisionPoint, Paladin’s conversions went from zero to an average of five leads / month, with an extremely low cost per conversion rate of $60.19 for paid search. Given that an average consulting engagement brings in between $10-12 thousand in revenue, Paladin and Associates has benefited tidily from its investiment.

VisionPoint’s paid search experts were able to optimize the campaign, identify and optimize key content for search engines, and speak to search terms and ad copy with astounding results: clicks increased by 244% between January 2007 and January 2008. This increase in clicks combined with a robust conversion rate of 6% has effectively positioned Paladin and Associates to succeed despite current market conditions.

In order to expand the Paladin and Associates brand nationally through organic search engine marketing, VisionPoint showcased insightful content that had a broad interest to small businesses across a wide variety of industries – allowing Warner’s expertise and insights to resonate nationwide. Moreover, VisionPoint optimized online content to generate conversations from industry leaders and to find presence on other sites in relevant industries.

Finally, VisionPoint’s campaign was able to capitalize on the expertise and experience of Paladin and Associates. The newly-designed website has become a tool to provide useful resources, information and advice to business executives on a national scale. The website’s thoughtful design gave Bill the tools to continually blog and participate in key discussions within the business community, including RSS feeds and a content management system. To maintain the online presence of Paladin and Associates, VisionPoint provided Bill with a list of online business resources with which he could participate and engage to help promote his expertise. Although Bill wasn’t initially familiar with these types of technology, VisionPoint’s team of experts was able to thoroughly educate him and about their vital importance in the changing marketplace.

Results

Before VisionPoint Marketing, Bill’s thoughtfulness and wisdom was buried behind unorganized content and a difficult-to-navigate exterior website. By organizing and showcasing Paladin and Associates’ content, VisionPoint has dramatically increased the number and quality of good, qualified CEO-level leads. Moreover, Paladin’s paid search campaign has had an above average conversion rate of over 6% and has drawn many executive-level leads to contact Bill regarding his valuable  consulting services and expertise.

For our work on Paladin and Associates’ site, VisionPoint was recognized with the Silver Communicator Award for the category of Business Blog. The Communicator Awards program honors the creative excellence of communications professionals in various fields. The attractiveness of Paladin and Associates’ award-winning content was partly due to the accessibility VisionPoint provided; the content of the Paladin blog is available through an RSS feed, making it possible for readers to subscribe to the content and receive regular updates through news readers, e-mail and even mobile devices.

Web site url: http://paladinandassociates.com