Capturing Leads by Proving Content Value in an Oversaturated Space
Nestlé Professional, a well-known food and beverage manufacturer, demonstrates its thought leadership through gated trend reports. Although "food and beverage industry trends" is a hot topic, there are 200,000,000+ search results online. Tenlo developed a marketing plan designed to cut through the content clutter, capture leads and increase interest in the manufacturer's products.
SEO & UX
Performed keyword research, on-site optimization and user experience updates to increase organic traffic and lead capture
Media & Channel Strategy
Tested new tactics to reach the target audience in a space overcrowded with competing content
Lead Nurturing
Implemented a robust follow-up strategy to boost product interest, consideration and intent to purchase
The Challenge
Earn premium ranking on search engine results pages for “food and beverage industry trends”
Drive organic and paid traffic to nestleprofessional.com
Capture quality leads most likely to convert to customers
Nurture leads to increase product interest and purchase intent
Strategic Process
Quantify Relevant Awareness
Identified the segments of foodservice operators with the highest search interest in food and beverage industry trends
Map Points of Influence
Identified media opportunities and channels where we could break through the competing content and reach target segments
Prove Your Business Value
Allowed users to preview select food and beverage trend content to prove it was worth submitting contact information to receive the full report
Align Tactics to Sales Funnel
Used paid search, social ads, emails and webinars to capture leads, then increased product consideration through email
Rapidly Execute, Test & Analyze
Developed and executed a marketing plan that can be optimized and scaled to capture additional leads using future content
The trend report preview page ranked Position Zero on SERPs for “2019 food and beverage trends” queries
Featured Snippets
Ranking in position zero for the Google search query means you are seen as the expert in this space and provides a great opportunity for voice search queries. On average, click-through rate increases by more than 114% in position zero.