Brief: Increase sales leads via paid and organic traffic channels.
Results: We produce 1,059% ROI per month for Alsco New Zealand.
The internal Alsco sales team convert approximately 30% of our online leads into brand-new customers.
As a result, revenue derived from online sales for Alsco exceeds $1 million for January to October, 2018.
Client: Alsco is a global leader in the linen and uniform rental industry with 350,000 customers and over 170 locations worldwide. For 13 years we have been generating online sales leads for the Australian branch. In 2015, based on our success with the Australian division of Alsco we were awarded a new contract in the New Zealand region.
How We Did It
We use a combination of content marketing, brand management, social media, partner outreach and paid advertising to bring attention to Alsco solutions and then convert visitors into leads. The Alsco sales team close the lead via phone and/or in-person methods.
Apart from tracking the overall revenue ROI for Alsco, we also use web marketing-specific tools to track other aspects of our work. The feedback ensures we stay on track with our goal of delivering ongoing value to Alsco and maintaining our good standing with their management team.
Here are some highlights.
We Created Online Partnerships To Fuel Growth
We create and manage content partnerships with other businesses in order to increase Alsco’s exposure to potential customers.
In the below graph you’ll note that an increasing number of websites link to Alsco as a result of these partnerships and content marketing efforts.
We Increased Global Rank And Authority
The website with the strongest backlink profile is ranked #1. These metrics help us to understand whether we are improving a website’s overall ‘health’ and popularity.
We Increased Overall Visitors
We began work in 2015. Under our care, the website continually attracts more and more visitors who are interested, specifically, in Alsco’s solutions. We focus on increasing the average sales contract value, rather than increasing any visitor or any lead.
Our Content Is Highly Shareable
We think beyond traditional content. Yes, we use standard tactics like regular blogging, guest posts and outreach, but we also produce thousands of pieces of high quality image content based on customer keyword queries.
Alsco offer a managed washroom programme – so we produced a range of washroom hygiene posters specifically targeting school customers.
The posters are available in multiple formats and are highly shareable on social media.
This unique image-based content attracts a regular supply of ‘free’ organic traffic via the search engines and social media.