Content Optimization Case Study
Matco Financial is an independent, privately held discretionary investment counsellor & asset management firm that serves the needs of individual investors, planners, advisors, trusts, corporations, and not-for-profit organizations.
Matco Financial came to KAYAK because they wanted a robust web presence where potential clients would be able to research the company and its products easily. In an industry where so many providers and competitors all seem to be offering the same thing, Matco saw an opportunity in being as open and accessible as possible.
Our goal was to train the Matco Financial team in how to handle content marketing and engage prospects through social networking activities so that they would be empowered to maintain the momentum created with the launch of their new lead-generating website.
A first step for the Kayak team was to design and develop a clean, corporate website that featured photos of individual advisors with personalized contact forms, to emphasize the company’s relationship-building priorities.
In addition, a number of different engagement opportunities were developed in the form of informative downloads and new account offers for prospects at different stages of the information gathering and purchasing cycles.
Kayak then trained the Matco Financial team in content creation and social engagement to ensure they’d be able to continue to connect with individuals online without relying on an outside agency.
Within weeks of their new site launch, Matco Financial’s lead generation improved dramatically, as did search engine rankings and social media activity over the following months.
Through personalized forms and a variety of engagement opportunities (from free information downloads to taking the first step in opening an account), the team at KAYAK opened the door for prospects at different stages of the pre-purchase and purchase cycles to be drawn into Matco's sales funnel. By providing an accessible platform, custom training and ongoing inbound marketing services, KAYAK helped position Matco Financial for online success.
After completing our Online Marketing and Social Networking Training program, the Matco staff were positioned to connect with peers and potential clients online at a level unheard of in traditional circles.
Within 20 days of launch, Matco's improved website score jumped by an astonishing 69 points over its predecessor.