A-Lign

PROJECT DETAILS

A-Lign

A-LIGN is a technology-enabled security and compliance partner trusted by more than 4,000 global organizations to mitigate cybersecurity risks. A-LIGN was founded in 2009 to help companies like yours navigate the complexities of cybersecurity and compliance by offering customized solutions that align specifically with each organization’s unique goals and objectives.

The Challenge

A-LIGN was fighting on two fronts before approaching 247 Digital Marketing and had a few challenges on both the organic and paid marketing side.

1 – Content Refresh

A-LIGN had a substantial number of TOFU, MOFU, and BOFU articles. However, the content was too generic and failed to stand out in the competitive market. This created an engagement problem for the brand as they could not get the eyeballs they wanted.

2 – Audience Targeting

Another problem was the audience. What A-LIGN needed was the right audience’s attention, which would have led to better overall traffic and more relevant leads.

3 – Conversion Optimization

A-LIGN wanted to improve its traffic-to-lead conversion rates to generate more leads from their existing traffic.

4 – Paid Media Management

After their in-house paid media manager left, they needed someone with the right expertise to carry their vision forward. The main focus was on expanding their paid media campaigns across Google, Bing, Linkedin and G2. Furthermore, A-LIGN also wanted to start positioning itself on LinkedIn as it was a potential platform where they had put in very limited effort.

How We Achieved These Results

SEO

Content Optimization

Content Refresh: We optimized existing TOFU, MOFU, and BOFU articles with industry insights to make them more engaging and relevant to A-lign’s target audience. Instead of harping on the many services of A-lign’s security and compliance services, we used the JTBD framework to highlight how the security and compliance services could help the specific needs of the different segments of the target audience.
Keyword Integration: We updated the existing articles with targeted keywords to improve search engine visibility. This helped us attract the right audience and get the word around about what A-lign does.

Audience Targeting

Market Research: Our team conducted thorough research to understand the needs and behaviors of A-lign’s ideal customers.
Content Strategy: Using the research, we developed a content strategy that catered specifically to the identified audience segments.

Conversion Rate Improvement

UI/UX Enhancements: We improved the user interface and user experience of the landing pages to make them more appealing and user-friendly for our audience.
CTA Optimization: Our team conducted A/B testing on CTA buttons to determine the most effective designs and their placement.

PPC

Keyword and Geo Optimization

Keyword Theme Analysis: We analyzed lead-to-opportunity conversion rates for each keyword theme to identify high and low performers. We also eliminated non-converting themes to optimize budget utilization.
Geo-Targeting: Our team evaluated sales accepted leads (SAL) and opportunity data by geographic location to reduce spending in underperforming areas and expand into new, promising regions.

Landing Page Optimization

The team modified the landing page copy and experimented with different CTAs to boost conversion rates. We also tailored landing page content for different regions to enhance relevance.

Platform-Specific Strategies:

Bing and Capterra: Historical data for A-lign showed great results on Bing and Capterra. Furthermore, Bing historically has a lower CPL, so we decided to scale up our campaigns there to continue the winning streak.
LinkedIn Ads: A-lign had little to no presence on LinkedIn, which was a good potential platform based on our research. Our team prepared for the launch of LinkedIn ads to tap into a new professional audience.

Advanced Techniques:

Offline Conversions: We implemented offline conversion tracking by integrating Salesforce with Google Ads to capture complete customer journey data.
Bid Strategy Testing: Our team tested and adapted automated bid strategies in new campaigns and geographies, yielding positive results.