Turning away clients is not really something you should advertise, right? Wrong.
After 6 months with Excite Media, AppleJack are now having to turn away leads that are just too big for their company to handle. Our relationship with AppleJack has been a fruitful one. After initially building AppleJack’s website we continued working with them on their ongoing digital marketing campaign.
Stick with us to find out how we helped AppleJack turn away their clients.
TL:DR (Too Long: Didn’t Read)
Feeling lazy? Here are the most important points:
- We developed a rock solid website for AppleJack
- We then helped them refine their SEO to target their key customers
- We put together a killer content marketing strategy
- We supported all of this with some paid Google and social advertising
- AppleJack can’t match their growth with the lead volume
- AppleJack now need to turn away potential clients
- Happy AppleJack and happy Excite Media
- The End.
- Really, the end.
- Oh, you’re gonna keep scrolling? May as well read the whole thing now…
Who Are AppleJack?
AppleJack are a budding provider of business management software. They are committed to helping their clients get measurable returns from fully-customizable software developed with their users in mind.
Which basically means they help businesses deal with the most difficult aspects of managing their business using software and cloud-based solutions. AppleJack’s software solutions cover most of those business-type acronyms that thoroughly confuse everyone, including:
- Customer Relationship Management (CRM)
- Enterprise Resource Planning (ERP)
- Services Resource Planning (SRP)
- Manufacturing Execution System (MES)
- Manufacturing Resource Planning (MRP)
All of those are a bit of a mouthful, but they all boil down to one thing.
ELI5 (Explain Like I’m 5)
AppleJack’s software solutions help businesses manage the delicate balance between resource planning, revenue streams and expenditure while supporting sales funnels and relationship management.
This is the essence of AppleJack, cutting out the jargon and offering a bespoke service to their clients with their specific business goals in mind.
Building the website
It’s not nice to say but we’ll have to say it anyway. When AppleJack first approached Excite Media to look at their website, it’s safe to say that the business had grown beyond their website.
Their homepage lacked a lot of the passion, drive and skills that AppleJack offer their clients. It was information heavy with jargon and those lovely acronyms which we’ve previously deciphered. All in all there was very little on the existing website that encouraged AppleJack’s users to get in touch.
“Their homepage lacked a lot of the passion, drive and skills that AppleJack offer their clients.”
Our mission, in building the website, was to establish AppleJack as experts in their field and communicate the interactive approach to their software solutions. Part of this was showcasing the actual project approach for AppleJack which involves their clients directly in the consultative process:
ELI5 (Explain Like I’m 5)
We also thought it was important to visually communicate to AppleJack’s potential clients the value in their services, their software and their business. It’s easy to explain what you do (maybe less so for AppleJack) but drilling down to the why can be difficult. More often than not, it’s the why that makes users choose one business over another.
Drawing out this value and communicating it in the most effective way possible really drove the website project for AppleJack. Once it came to fruition it was heads down again to think about how best to leverage this new digital asset for AppleJack.
Getting the ball rolling on digital marketing strategy
We’ve been working on our own internal processes for a little while and have managed to integrate early SEO practices into our website projects. One of the first clients to benefit from this was AppleJack.
One of our priorities at Excite Media is to design all websites with mobile responsiveness in mind. Recent Google algorithm updates mean that sites with mobile responsive coding will be preferenced over those without it. For more information, read about it here: 3 Tips to Surviving the Next Google Update.
“One of our priorities at Excite Media is to design all websites with mobile responsiveness in mind.”
During the website design phase we conducted some early keyword research to ensure that once AppleJack’s site went live their SEO campaign would hit the ground running.
So it was no surprise to find that after a month of SEO work their page had started ranking in the top 3 for one of their highest-volume pieces of software. AppleJack held the 3rd ranking spot for their JCurve solutions, right after the JCurve website itself!
“So it was no surprise to find that after a month of SEO work their page had started ranking in the top 3 for one of their highest-volume pieces of software.”
Finding The SEO Sweet Spot
Our initial SEO works were focused around understanding precisely what AppleJack did and then integrating that with our keyword and competitor research. Once we’d done this we worked to optimise the critical elements of their site to increase their rankings.
However, once we had conducted our original SEO work, we set to optimizing the AppleJack site for their premier software service, NetSuite. We targeted our campaign to rank AppleJack’s website highly for NetSuite and related terms.
Part of this strategy included content marketing built around a series of blogs, the first of which you can read here. Titled ‘7 Ways NetSuite Can Automate Your Business and Skyrocket Your Revenue’, the blog was targeted at educating potential prospects about the value offered by AppleJack through NetSuite.
“We targeted our campaign to rank AppleJack’s website highly for NetSuite and related terms … Part of this strategy included content marketing built around a series of blogs.”
AppleJack’s website was now ranking 3rd for the terms NetSuite Brisbane and NetSuite Consultants Brisbane! In addition to this AppleJack were now ranking 6th for the term NetSuite – their site was the first organic result for NetSuite after the NetSuite pages!
These keywords accounted for just under 80% of AppleJack’s organic traffic. While this was a huge win, we didn’t want to stop there.
“These keywords accounted for just under 80% of AppleJack’s organic traffic. While this was a huge win, we didn’t want to stop there.”
Building brand awareness with Facebook and AdWords
To support the blog we developed a Facebook advertising campaign which attracted over 375 unique users at an average cost of $1.08 per clickthrough. The advertisement reached nearly 8,000 users and accounted for over 35% of AppleJack’s traffic for the period during which it ran.
Following our blogging efforts and combined with the increased traffic to AppleJack with a specific focus on their NetSuite offering we noticed a jump in AppleJack’s rankings for NetSuite-related keywords.
We ran additional AdWords campaigns to target the specific users that AppleJack wanted to engage. While these campaigns are still currently running they are currently converting at just below 6% with an average cost per conversion well below the minimum viable cost for AppleJack.
So What Does All That Mean?
AppleJack have really run with their successes, while we’ve been busy pushing leads through their website they’ve been busy converting them and building their business.
In fact, between the two of us we’ve been so busy that AppleJack was recently forced to turn away a potential client – and a big one at that. Unfortunately, there just wasn’t enough internal resources to support a project of that size unless AppleJack doubled the size of their business overnight!
This is a great problem to have! We couldn’t be prouder to say that we’ve partnered with a real winner when it comes to AppleJack and can’t wait to throw some more ridiculous-sized leads their way in 2017!
“In fact, between the two of us we’ve been so busy that AppleJack was recently forced to turn away a potential client – and a big one at that. We couldn’t be prouder to say that we’ve partnered with a real winner when it comes to AppleJack and can’t wait to throw some more ridiculous-sized leads their way in 2017!”