If you want to learn more about crushing all aspects of the B2B funnel, check out the other presentations at summit.getleado.com.
The video is a lot more comprehensive then this article, so if you enjoyed the written content, definitely make time to watch the video.
Back to the written case study
Despite the lack of back links or black magic, this didn’t stop us from outranking brands like HubSpot and LinkedIn.
Why?
Because Google’s goal isn’t to show the page with the most backlinks.
Or the page with the highest domain rating.
It’s to show the user the highest quality, most relevant pages for any given search query.
And by focusing 100% of our efforts on publishing the highest quality, most relevant content for every keyword we target, we out-compete competitors with giant budgets all day every day.
Identifying how your target audience searches at the bottom of the funnel is easy.
But ambitious brands want to meet their target audience across the entire funnel.
And when we understand who our audience is, we can guess what they’re searching for.
We identified AnyLead’s audience as searchers responsible for revenue generation,and because AnyLeads builds lead generation products on top of LinkedIn and email, we wanted to focus specifically on searches looking to grow their business through these channels.
Then we used Ahrefs to develop a list of thousands of keywords that would get us in-front of that audience.
We leveraged our organic search traffic to drive traction across other acquisition channels.
The next set of terms are a mix between consumers looking to rep a brand, and brands looking for ambassadors.
Check out the rankings.
Then learn how we funnel the different audiences down different paths in a way that allows BrandChamp to generate massive amounts of value.
Supplement brand ambassador
Fitness brand ambassador
Clothing brand ambassador
Only about five to ten percent of this traffic is businesses:
Looking for brand ambassadors
Doing competitive due diligence on how brands like them are leveraging brand ambassadors
And the very first thing they see when clicking onto any of these pages is a message speaking directly to them, linking them to:
An amazing case study of a brand just like them generating significant amounts of revenue using BrandChamp
A product landing page about the platform
Monetizing B2C traffic
Only five to ten percent of the traffic hitting these clothing, fitness, and supplement-brand-ambassador blog posts are businesses.
The tactic we used to create value from the consumer audience going to these blog posts is pretty clever.
Marketers love Facebook groups.
There are tons of Facebook Groups dedicated to connecting e-commerce brands to influencers and ambassadors.
A lot of these groups are owned by companies like BrandChamp, selling to e-commerce brands. Usually, they sell to some kind of influencer SaaS or influencer marketing agencies.
These groups attract a lot of e-commerce brands seeking influencers to promote their products.
Here is how the workflow looks:
E-commerce brands search Facebook for Groups they can use to recruit influencers
Brands join as many groups as they can find and post a request in the groups with an offer
The companies that own these groups message the e-commerce brand
So, for example, immediately after we speak to the e-commerce brands that hit BrandChamp’s ‘supplement fitness ambassador’ blog post, we speak to the consumer audience that is looking for brands to promote.
And we funnel this traffic to a Facebook Group owned by BrandChamp.
Once you understand various ROI scenarios you can more appropriately prioritize organic search in your marketing budget.
Archive360 (B2B Records Management)
Archive360.com plays in the b2b enterprise data space helping companies like Netflix, 3M and Samsung manage terabytes of employee generated communication data required by various laws and legislation governing records management and retention.
Buyer Persona
Our buyer persona analysis indicated Archive360’s target audience is corporate IT departments searching for information related to the 3rd party products Archive360 integrates with, including products from Microsoft, Dell and Symantec.
Keyword research
We used ahrefs to develop a list of keywords related to the 3rd party systems that indicates that the person behind the search fits our buyer persona.
Opportunity analysis
We used ClusterAi to group the list of thousands of keywords into unique content topics.
This helped Archive360:
Understand how their buyer persona was searching
How many pages of content they need to publish to rank for all of the opportunities we identified to get in-front of their target audience
The total cost of content
How long it would take to saturate the funnel and appear everywhere their target audience is searching
And the monthly budget required to hit their publishing goals
And we crushed it.
Results
Archive360’s ranks for more than a dozen 3rd party companies.
So when a searcher is looking for information about specific Microsoft, Dell, Symantec products, or one of another dozen products, Archive360 appears.
We position our content to give the user what they expect to read.
Then transition the content into a problem / solution of how Archive360 helps organizations using these products.
(Microsoft) Office 365 Journaling
Learn how to brand jack any company and drive their customers into your acquisition funnel
(Symantec) EV Cloud
Gwava Retain
Our best content
Want to learn how we’ve grown 4 websites from approximately zero to 100,000 visitors per month, with the biggest one doing 500,000 in just 17 months?
Want to crush Google and appear everywhere your target audience is searching?
We help ambitious brands crush Google. Think of us as an outsourced content manager responsible for everything from A to Z, from keyword research to recruiting a team of writers, to editing and optimizing their deliverables, to publishing.
Rather do it yourself?
Get the same content distribution engine we use to publish over 70 pages of content per month that naturally rank well in Google. That includes our Airtable setup, Zaps to automate tedious tasks, and over 45 process docs to delegate every step of the process to the right people.