Kenoby’s strategy to quadruple the number of leads in a year – WAU
In September 2016, exactly one year ago, Kenoby started its Content Marketing strategy and, with it, the partnership with Websites Are Us. And what you will see in this post is all the learning they had during this period to achieve the result they have today, increasing by more than 450% in the number […]
In September 2016, exactly one year ago, Kenoby started its Content Marketing strategy and, with it, the partnership with Websites Are Us. And what you will see in this post is all the learning they had in this period to achieve the result they have today, increasing by more than 450% the number of leads generated.
But before you start reading, we need to clarify a very important point here, okay?
This article has no magic formula or trick that will make you quadruple your leads. It is a story of hard work, mistakes and learning.
That said, if you have your marketing strategy on the back burner, I strongly suggest you stay with me to understand what to do to improve it. Yes it is!
This is another one of those content that will tell you “Just producing content is not content marketing and will not impact your business”.
And if you haven’t started your strategy, reading this article will help you a lot to understand how to implement and generate the impact you need in your company.
If you have come this far, I believe you agree with me and, therefore, let’s get down to business.
A little context
Well, for you to understand a little more about the applied strategy, I need to tell you a little bit about Kenoby and Felipe, who is responsible for Marketing at the company.
Kenoby is a recent company, with little more than 2 years of experience, having a platform to assist in the recruitment and selection of great talents for companies.
As an excellent tool, referrals from new users arrived, but this was not scalable, allowing them to live on this source of revenue. And to change that, Felipe was invited to take over marketing and change the scenario.
And here is an important addendum: Felipe is not from Marketing by training. In fact, he is a developer, trained in databases and his contact with Digital Marketing, until then, had been only in his experience working in advertising agencies.
A curious fact is that this background helped much more than he imagined, helping him to develop the blog and tools and among other things that you will discover later.
The beginning of Inbound Marketing
The truth is that the beginning of Kenoby’s strategy was quite common and probably this start is not unfamiliar to you: they hired a Marketing automation tool to scale lead generation and, together with it, they felt the need to produce content to feed this automation .
Some content per week, an ebook to assist conversion, generating qualified leads and BAM! All right to start generating results right? Well, yes and no.
I know this answer is strange, but conceptually this is “right”, but the problem is that the concept and the practice do not necessarily go hand in hand.
Proof of this is that, at first, the company followed its routine of tasks, but it was nowhere near that 450% increase in leads that I mentioned at the beginning of this text.
This strategy made the company achieve its results and when they needed a little push, Felipe used his skills as a programmer to produce and launch tools, quizzes and other specific materials that helped, a lot, in conversions.
But still, these results were too conservative. And on purpose!
It turns out that, because it does not have an inside sales team that could handle the number of leads that marketing generated, the marketing itself held the number of contacts so as not to “saturate” the sales team.
I could say here that you were surprised to read this, but honestly, I’m not so sure.
This type of thinking is more common than you think and the truth is that at first it makes a lot of sense.
After all, what good is it for me to do the best marketing if everything I generate will stop at sales? Well, although Marketing has to work in partnership with sales, the departments are separate, having to have separate metrics for each one.
Marketing achieving the result combined with the company, the sales sector has the responsibility to do the same within the agreed. And that was the first great learning experience of Felipe and his team.
In April 2017, after an inside sales training, Kenoby realized that it should increase the performance of Marketing and, consequently, its goals, which became much more aggressive.
And in order to achieve them, Felipe knew that he would need to reformulate his strategy, which was completely redone in May.
The first major change came in the volume of content. Assuming that it would be useless to convert everyone from a small base, Kenoby bet on an attraction strategy, going from 08 to 20 contents published monthly.
So, according to the Websites Are Us methodology, they chose to increase the visitor base, and then try to convert that larger volume.
At this point, SEO became essential and they started to use analysis tools and keywords as a guide for the production of each article like never before.
Each new piece was focused on a relevant keyword according to the volume of searches and old content, those that had the greatest potential to move up the search engine were updated and extended.
In addition, to ensure that these contents came out exactly the way they wanted, Kenoby started giving preferences to certain copywriters who got used to writing for the company.
In this way, the copywriters learned to write according to the company’s desire and, because they are constantly learning about the topic, they become more and more specialized.
Not to mention more descriptive guidelines, where they directed the topics as much as possible so that the text addressed exactly the subject they wanted.
Using strategic content
This strategic direction of the content was only the first part. As these strategic contents brought relevant people to the blog, it was necessary to create new materials related to these contents to increase the conversion.
Content for targeted materials
Remember that I said earlier that Felipe created tools and other materials when needed?
So, at this time he realized that these materials converted much better if they were related to a context.
For example, suppose a relevant post for Kenoby was “5 ways to choose the best candidate for your company”. In this same post, the offer of material for conversion could very well be a template spreadsheet to record the profile of the candidates.
Contents and email
In content marketing you should already be bald to know that content takes at least 6 months to start reaching its potential. For this reason, Kenoby started a weekly newsletter strategy, sending new articles to its base.
In this way, they guaranteed the visibility of the content before it started to bear fruit organically. Nothing more natural than that, is it? (Sorry for the pun).
A curious point of this strategy is that after several tests, Felipe and his team found the ideal tone for their emails.
When it came to teaching something or sharing relevant information, the email was sent on behalf of an authority in the recruitment industry, as if he were giving a tip on the subject. When the email was funnel-based, to present an offer, it was sent on behalf of the marketing team.
That is, don’t forget to test which strategy works for you.
Social media content
Promoting content on social networks is something that has never been lacking in Kenoby’s strategy.
However, you know very well that less and less Facebook collaborates with companies and has reduced the organic reach of publications, forcing companies to invest in paid promotion, right?
But what content to promote? Not every company can afford to spend a fortune on ads, or hire a campaign specialist.
To solve this situation, Kenoby uses an interesting strategy. By investing a small amount in all content, from time to time the Marketing sector assesses which performed best and invests the rest in the content that passed the test.
With these changes, the growth of the following months was alarmingly greater than that of the previous months, no longer depending on indications to hit the targets (however aggressive they have become). One-sixth of the leads generated in this 12-month period were generated only in the month of August.
So, do you think your content strategy is on track as well as Kenoby’s? When in doubt, talk to us!