2023 Trailblazer Award Winner: SEO and Digital Marketing
ELEVATOR PITCH:
The Verst Logistics SEO journey began when they partnered with a national provider. They knew to stay competitive in the industry, they had to do organic and paid optimization but did not realize the importance of an intimate relationship with a provider. They quickly realized their campaigns were not as effective as they had hoped and that the relationship was not ideal. They started searching for a new SEO partner that could drive results.
After deliberating and researching providers, Verst chose to partner with Autumn Consulting, a personalized and boutique-style firm. With both Verst and Autumn being family owned, it was a natural fit. After hiring an internal marketing manager, Autumn began to optimize the website and set up keyword searches and matched the bid cycle to suit the organization's four lines of business: packaging, warehousing, fulfillment, and transportation, and focus on keywords that would be more effective for driving pipeline.
To ensure everyone was aligned with the company's goals they held monthly meetings and quarterly discussions between the marketing staff, sales team, and executive management. This approach allowed for a holistic view of the business that included all relevant parties. Through close collaboration with the Verst sales and marketing team, Autumn was able to refine and adjust the website copy, keywords, and paid ads to maximize the number of qualified leads and streamline their process to create successful campaigns.
Autumn continues to update the website monthly with SEO strategies paired with updated ads that help Verst to receive fresh leads. The Autumn and Verst marketing, sales, and executive team continue to hold monthly meetings to ensure campaign success.
MEASURABLE RESULTS AND OBJECTIVES ACHIEVEMENT:
The original goal of the partnership was to optimize Verst’s website and digital marketing to drive more leads to their site and build their pipeline for more sales. The ongoing relationship between Verst and Autumn, paired with business and digital strategies, helped contribute toward 83 new sales deals valued at $22M annually. They also generated over 1,000 leads from the site and Landing Pages resulting in 300+ opportunities.
BLAZING A TRAIL!
They brought together an internal and external cohesive team of sales, marketing, and executive-level representatives. This unique approach of including all areas of sales and marketing helped blaze the trail to successful campaigns. This approach allowed Autumn to hear directly from experts on what was trending in the market and to focus on key tactics with the marketing team that could deliver measurable results. They also thought outside the box to create new ads to propel the business forward in sales and in organizational branding. Not only did they create individual campaigns for each line of business but also invested in HR/hiring ads, peak season ads, new location ads, and square footage availability.
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