Case Study #2: “Traffic Multiplied by 8 and Conversion Rate Multiplied by 5”

The Website: JohnHersey.com

The Problems:

• John Hersey is one of the most amazing leadership speakers in the world, but he wasn’t taking much advantage of the Internet to promote himself. His website was outdated and he was doing no Social Media Marketing.

What We Did:

• Because John is a speaker, potential clients need to see him perform; that’s why we decided to use video as the main type of content for his social media marketing campaign. We’re producing 15 videos per month and distributing to the top 10 video sharing sites, top 5 podcast sites, Twitter, Facebook, LinkedIn and YouTube. We’re using some advanced viral video marketing tactics to get John wide exposure.
• John’s target market is meeting planners, so we’re distributing all the content to communities of meeting planners (blogs, forums, message boards, LinkedIn groups, Facebook groups and Google Groups). We’re also helping John to find and connect with the most influential players of the meeting planning industry, using Twitter, Facebook and LinkedIn. They see John as a very valuable resource because he shares world-class content with them, which helps them become better meeting planners.
• We help John monitor his brand and name. This way, when someone talks about him or his company on Twitter, blogs or a social network, he gets email alerts, can see what others are saying about him and he can be part of the conversation.
• We write press releases and send them to the most influential business journalists.
• We optimized John’s website to be Social Media-friendly. We added a blog, put links to his social media profiles, installed widgets that display the latest Twitter updates and added “Share This” buttons so his readers can share his content with their friends easily.
• We worked out deals with the most respected leadership bloggers so John can publish his articles on the top blogs in the industry. By leveraging all these top-tier blogs, John has now access to tens of thousands of potential clients he couldn’t reach otherwise.

The Results:

• John’s website traffic multiplied by 8 in 5 months.
• His conversion rate multiplied by 5 because people who land on his site now have a much better knowledge of who John is and what he can do for them.

The Proof:

Traffic increased from 135 to 1,183 in only 5 months.

Their conversion rate increased from 1.93% to 10.43%.