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Third-Party Service Provider Marketing

Delivered February 16, 2020. Contributor: Benjamin H.

Goals

To identify successful marketing campaigns from third-party service providers in English-speaking countries, with a focus on those that have sought to address barriers such as (but not limited to) a lack of awareness of the types of services available through third-parties and/or inertia regarding hiring outside vendors.

Early Findings

BR Williams — Increasing Awareness and Conversions

Challenge

  • BR Williams had been in business for nearly 60 years, however, the supply chain and logistics company was not generating sufficient traffic on its website. BR Williams had invested in redesigning its website hoping to increase traffic and leads, but this approach did not yield the desired results.
  • The company then decided to take a different approach and incorporate online marketing in its growth strategy.

Solution

  • Within the first 6 to 9 months, MarketCrest used pay-per-click (PPC) advertising campaigns (Google search result ads) in driving initial leads. Specific landing pages were built for the company's services and locations. Also, target keywords were used to optimize all of its content for search visibility.
  • MarketCrest went further to provide content marketing services; this was done "by creating in-depth, keyword-related blog articles, as well as advising on content, social media, and email marketing."
  • An aggressive link building campaign was then launched to establish BR Williams’ presence in important online directories. After the initial search engine optimization (SEO) groundwork was done, ongoing SEO tactics were then conducted to identify opportunities to improve the company's rankings and visibility in Google search results.
  • By combining these tactics BR Williams' search visibility and user engagement was improved continuously, thereby increasing leads and relevant traffic to the company’s website.

Results

  • Prior to the online marketing efforts, there were only 5,977 website sessions between January 2017 and June 2017. In 2018, during the same six-month period, the BR Williams' had a total of 16,365 website sessions. This represents a year-on-year increase of 174%.
  • In terms of organic traffic and conversions, SEO efforts were very instrumental. Between January 2017 and June 2017, the company had a total of 3,300 organic sessions and 247 conversions. During that same period in 2018, BR Williams generated 386 organic conversions from 12,480 organic sessions. This represents "a 278% increase in organic website visits and a 56% increase in organic conversions."
  • Ultimately, the supply chain and logistics company started receiving more website visitors through organic Google searches without having to click on ads. The company also receives qualified leads from this traffic.

Proposed next steps:

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Our background search has presented one case study of a third-party logistics service provider that grew its online presence and conversions. We recommend further research to provide 7-9 case studies of successful marketing campaigns from third-party service providers in English-speaking countries, with a focus on those that have sought to address barriers such as (but not limited to) a lack of awareness of the types of services available through third-parties and/or inertia regarding hiring outside vendors. For each case study, we would provide a description of the campaign, what it was addressing, and how it was successful.
Alternatively, we may provide 2-3 case studies of successful marketing campaigns from third-party service providers in English-speaking countries that have sought to address barriers such as (but not limited to) a lack of awareness of the types of services available through third-parties and/or inertia regarding hiring outside vendors. For each case study, we would provide a description of the campaign, what it was addressing, and how it was successful.
Also, we recommend further research to provide 2-3 best practices for marketing third-party services. For each best practice, we would explain why it is a best practice and provide evidence to support its effectiveness.