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.

Results

82%

higher organic conversion rate via an un-gated preview page

21%

conversion of organic visitors through preview page vs 12% via download form

10x

new user acquisition from Google (vs site average)

Download Case Study (PDF)

Results

82%

higher organic conversion rate via an un-gated preview page

21%

conversion of organic visitors through preview page vs 12% via download form

10x

new user acquisition from Google (vs site average)

Download Case Study (PDF)

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.

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