Hitachi Capital

Base One

THE TEAM

Gifford Morley-Fletcher, Mathias Ahlgren, Rebecca Scott.

WHAT IS WONDERFUL ABOUT THIS WORK?

Hitachi Capital Invoice Finance opted to dedicate their whole marketing budget to online lead generation. We saw a 400% increase in clicks and 3,000% increase in CTR for PPC, 123% increase in leads and 47% increase in lead to deal conversion. CPL decreased by 30% and cost per sale by 60%.

OBJECTIVES

To establish a search presence. To increase traffic to the site, and hit monthly and yearly targets for lead and deal generation using online channels.

STRATEGY AND TARGETING

HCIF's audience is SMEs with an annual turnover of £10,000 to £10 million that have cash-flow issues from the challenges of collecting against invoices. Some are aware of factoring companies and will search with industry-specific keywords, but others are not. We defined a dual approach: dominating search results for traffic-generating, industry-specific keywords; and testing broader keywords using PPC then adding successful ones to our organic search list. Our strategy for link-building included producing articles for syndication.