Lead Generation

Alsco New Zealand: 1,059% ROI per Month

Increasing B2B sales leads via paid and organic traffic channels to new highs.
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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.

We have 18 years’ experience in content marketing for B2B businesses. If you require more potential customers for your business, call me on Skype.

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 an additional contract in the New Zealand region.

How We Did It

We use a combination of content marketing, brand management, social media, partner outreach and 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.

Screenshot of Alsco New Zealand referring domains
An increasing number of websites link to Alsco through business content partnerships

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.

Screenshot of Alsco New Zealand rank
Alsco New Zealand’s rank continues to climb

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.

Screenshot of gaining more visitors to the website
While website visitors continue to increase we focus on increasing the average sales contract value.

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.

Montage of Washroom Posters
A selection of Washroom posters targeted at school customers.

This unique image-based content attracts a regular supply of ‘free’ organic traffic via the search engines and social media.

Media files attract organic traffic
Media files attract ‘free’ organic traffic via search engines and social media.

Do you want to attract a constant stream of targeted customers to your website? Call Katrina on Skype to discuss a new content marketing strategy for your business.