With the new Social Media buzz going around, it’s hard not to ignore it. Rand Fishkin and other SEO Experts stated in their current state of “ Link Building” presentation emphasizing the importance’s of the social channels that is picking up on new content.
Originally this article was going to be on my link building approach, but I realized link building/SEO is content marketing. The precede findings opened my eyes to using trusted sources in an industry.
In this case study, I have taken the blogging method to drive the message, but funny thing is you will not hear much of it – you will see why. We utilized this approach due to the budget.
A little background about the client’s product without going into detail. They are in the health industry with a product to solve a problem that affects 30 – 50% of the U.S. population. Ok on to the nitty gritty!
- Free Sample (be careful with this free sample approach)– the approach was to spread the word about health product to the online world. This campaign did not require as much link building as we speculated due to the niche. We only submitted a few articles to blogs about the free sample , and submitted to communities that are coupon/discount minded like http://www.sampling.com.
- To our amazement, about a week later other similar sample websites picked up on our free sample product. Big hitters (mojosavings.com/dealnews.com) websites now have caught on to the news. The traffic sky rocketed as we scrambled with the bandwidth, for a month before we pulled the plug on the offer. Below image shows the traffic that had taken place.
So I guess the question is did the traffic convert? Yes, we converted on products that actually made money and acquiring emails. Below image shows the Goal conversions, highlights are the promo deal which came in from refer traffic and of course Facebook.
On the social media side we received refers from Facebook which converted as shown here in GA. We implemented a custom Facebook page with the spectacular offer. Our Client Facebook Fans grew from 20 to 530 in a month span.
Engagements about the product increased at 70% .
-The image below shows referals and visits with conversions and pay attention to the Time on Site.
-Whats amazing is #2 there were visitors from a mobile phone with FB apps. (Yes, some visitors actually made a purchased, mCommerce)
On the link building side of the house, approximately one month after launch our client website obtained a little over 1K natural links from 300 referring domains. Below are stills from Bing Web Master Tools and Majestic SEO displaying the activities, numbered links, and referring domains.
This all happened rather quickly, and at the time we weren’t concern with the type of links or anchor text. Users and Publishers were linking to our client website because of the content. This was driving traffic, far exceeding the search engines at the time and currently.
A note about this adventure is to position yourself in the market to help solve the audience’s problems. That was key for our client product.
Currently, we are back on track in link building for targeted keyword phrases in our client industry, where we are utilizing our smarts to outreach to the big players that have shown support in the client Facebook.