Unity Communications is a Phoenix-based Business Process Outsourcing company with offices in the US, Philippines, and Mexico. Their leadership team reached out to Digital Authority Partners to get help building a marketing roadmap, an SEO strategy, and a new website for the company. The CEO also wanted to hire a marketing department in-house. DAP created a robust marketing plan for Unity Communications while growing its marketing team from 1 resource to 12 resources within a year. We interviewed, vetted, and coached each new employee to help them develop best-in-class marketing skills. This resulted in a 2X increase in revenue within a year.
Unity Communications was primarily relying on word of mouth and client referrals to close new business despite being a reliable BPO partner for 100s of companies since 2009. The company was not investing in digital marketing to generate new website visitors and leads. B2B marketing collaterals – whitepapers, landing pages, infographics, video, blogging – were not widely created & leveraged to win new business.
The Unity Communications website ranked for fewer than 50 keywords and was not a reliable source of new leads for the company. There was no unified keyword strategy, limited blogs, and the website required technical SEO optimizations to make it visible to search engines.
The previous website had an outdated design and a limited number of targeted pages for each personal type. There was limited brand copy, which impacted the overall lead conversion rate. The website needed to clarify what industries Unity Communications served, the breadth of services provided, and what past success stories would make a prospect interested in reaching out to the company.
The company wanted to invest in building a robust marketing department, including writers, editors, graphic designers, and web developers, to help Unity Communications scale its business and attract a steady pipeline of new prospects. But the company lacked the know-how required to recruit the right resources, put an effective content production process in place, and teach new employees how to create the right type of B2B content at the right time.
We helped Unity Communications create a scalable B2B marketing strategy, invest in the right marketing channels, and build a marketing department from scratch in less than one year.
We analyzed Unity Communications’ top ten competitors, strengths, weaknesses, and opportunities and built a multi-year B2B marketing plan. Our Fractional CMO prioritized branding, content marketing, thought leadership, and search marketing activities that would produce a positive ROI for Unity Communications.
We developed a comprehensive B2B marketing plan to prioritize the tactics Unity Communications should invest in. We chose Search Engine Optimization as the primary channel, followed by robust optimization of the company’s online presence. We worked with the client to develop targeted landing pages for each primary service and industry vertical to align the website brand copy with the ideal customer profile. We developed infographics, whitepapers, and sales collaterals to help push leads through the marketing funnel.
Digital Authority Partners helped Unity Communications vet, hire, and onboard new marketing resources. New hires received extensive training on how to write for SEO, tell a compelling story, and represent the Unity brand in a way that positions the company for success. We put an editorial calendar and plan in place, a content production process, and a technical publishing process to streamline the entire B2B marketing production for the company.
Digital Authority Partners created and implemented a comprehensive nationwide SEO strategy to help Unity Communications rank at the top of search results. We improved the website’s design, brand copy, and blog content. We helped develop comprehensive landing pages for 8 separate services. Over 90% of new leads were attributed to our SEO efforts within six months of working with DAP.
Within a month of working with Unity Communications, we presented a multi-year keyword strategy and content process designed to increase revenue by 260% within two years. We worked closely with the Unity Communications sales, operations, and executive teams to zero in on the right keywords that had the best chance of driving additional traffic to the company’s website and increasing the overall conversion rate.
As part of our collaborative keyword research with Unity Communications, we prioritized the creation of a set of new landing pages on “Healthcare BPO,” “Contact Center for eCommerce,” “Technical Support Outsourcing,” and “Data Entry Outsourcing”, among others. All these pages started ranking on page 1 of search results within one year of working together. To achieve this ambitious goal, we wrote brand copy for these landing pages and defined SEO topic clusters to support these pages.
Under the management of our Fractional CMO executive, the team continues to create 10-20,000 words of content each week. This includes blog posts, landing pages, infographics, whitepapers, and video copy.
Our developers created structured data schema, improved metadata across the site, and provided recommendations to improve site speed to help Unity Communications rank highly in search results. These technical website optimizations helped boost organic rankings by 30% within two months of making these SEO-friendly website changes.
DAP created and implemented an overall website strategy that increased the website conversion rates and form submissions across all services. Our team redesigned dozens of pages, implemented a variety of conversion rate optimization best practices, and configured Google Analytics to track online appointments & contact requests.
DAP created new page designs for the website homepage, services landing pages, blog pages, case studies, and the Contact us page. These pages serve as the foundation for all the marketing tactics to help Unity Communications grow as a brand.
We developed and launched new SEO-optimized landing pages for priority services and industries. These pages are mobile-friendly, fast, and optimized to convert visitors into sales appointments.
Our team implemented advanced analytics to accurately measure the effectiveness of each marketing channel by fully tracking from a site visitor through a new client. Unity Communications now has visibility into all marketing channels’ effectiveness.
