A Case Study in Scalable, Organic Growth with ASAP Payroll

Your website is the foundational of a successful inbound marketing strategy. The stronger your website is, the more likely you are to increase traffic and convert leads. 

Here's a quick overview of what we did:

• The website was old, so we redeveloped it to give it a more modern look
• We built pages for each of the core solutions and carefully wrote them to ensure they are both helpful and indexed by search engines
• We audited the existing site and cleaned up many broken links and old pages
• We went through every page and updated the URL slugs, title tags, meta descriptions and other elements that search engines use to crawl a website

These efforts, along with a consistent content strategy, resulted in significant increase in ranking keywords, website traffic and new leads.

With our website service as a strong foundation, we have been publishing 4+ blog posts per month since January 2021. 

Here are some methods we use for coming up with content ideas:

• Pick a solution, and then think of all the subtopics related to that solution. For example, with timekeeping you can talk about timekeeping strategies, time clock rounding, wage and hour considerations, etc.
• Go deep into your state labor laws. Pick a state and then produce a blog post or a piece of content for everything an employer may need to research: minimum wage, new hire laws, PTO, sick leave, etc.
• Subscribe to updates for new labor laws, both state and federal. When a new one is released, write a short explanation with some things employers may want to consider about it.

Many people feel they'll run out of topics to write about, but that couldn't be less true. Producing content is like lifting weights. The more you do it, the stronger your muscles (or content creating abilities) become.

We have not spent a single penny on advertising. But we still generate a lot of leads.

By optimizing our website and producing content consistently, we attract significantly more website visitors. This means our website has become a true lead generation tool and an instrument for growth.

We have produced a content offer every quarter. This is a long-form guide that's "gated" behind a landing page. So a user can submit a form an access the resources. But then, the contact record is created in the CRM, we subscribe them to our newsletter and can follow-up with them whenever we want because we have captured their name, company, email address and primary job role.

Additionally, we use strategically placed calls-to-action (CTAs) throughout the website to compel visitors to:

• Access content
• Request a quote
• Browse solutions
• Subscribe to our newsletter
• Or just get in touch

Obviously, email marketing is a great strategy for demonstrating your value to clients and partners. Many companies use a monthly newsletter or something similar. 

Here's what we did:

• Sent a monthly newsletter to clients and partners, but we also included any random lead that subscribed on our website.
• Then, about a year or so in, we started sending an additional monthly promotional email that focused on a specific solution or content resource.

Most of our email marketing focuses on education and support, but we continue to remind them of all the ways ASAP can support their business.

This is quite simple. While we typically post on social media for our clients, ASAP was able to handle this internally. Kyle is naturally good at social media. Not only does he share blog posts and website pages with his network, but he also produces videos and infographics to generate engagement among his followers.

Just like your website, your CRM should be a true instrument for growth for your company. The Gist is a Certified HubSpot Solutions Partner and ASAP was already using HubSpot when our relationship began. 

Here are some of the things we use HubSpot for:

• Website forms
• Website CTAs
• Automated follow-up emails
• Email marketing
• List segmentation
• Deal pipeline
• Sales outreach
• Reporting and analytics

HubSpot can do much more, but sometimes it's best to just start with the basics. HubSpot is the connective tissue that organizes our efforts, aligns teams and streamlines growth across marketing and sales functions.