ASQ partnered with us to develop a strategic search engine marketing plan, including content strategy, targeted PPC campaigns on Google, Bing, Yahoo and social media channels, remarketing and more robust analytics management. More membership leads and greater visibility followed.
We evaluated how users interact with ASQ.org, developed personas and recommended content changes that ASQ can enact to help improve the experience, conversion and visitor value. The PPC program was revised to target revenue-generating areas of the ASQ site. Different internet architectures and ads were tested, keywords were monitored and tested, and analytics were used to adjust content and keywords to better direct visitors to specific landing pages.
Remarketing via Google Display was implemented with a goal to increase conference registration. After visitors viewed conference detail pages on ASQ.org, image ads appeared while users browsed other website reminding them to come back to ASQ.org to register for a conference.
Focusing on their social media efforts, Zeon helped ASQ turn low click-through rates at a high cost into a thing of the past. A new strategy gave potential ASQ members a stronger call to action, improving click-through rates, and most importantly, helping conversion rates for potential members climb.
We are currently working on transitioning ASQ to a more user-friendly analytics suite with Google Analytics, and by leveraging the Google Tag manager to streamline and enhance analytics and reporting processes. Our analytics roadmap will entail creating monthly reports that will be delivered corporate-wide to share overall ASQ.org metrics that will help inform new and ongoing digital initiatives.
In short, the ASQ voice is finally being heard, and will continue to get louder.