“What’s the best airline for my bulldog?”
Questions are driving content marketing strategy for Austin, TX-based PetRelocation. In their early days the worldwide pet moving service, received and answered hundred of pet travel questions every day by email. This meant the company was addressing the same topics repeatedly but only sharing the answers with one prospect or client at a time.
Seeking a way to share their unique knowledge and attentive service with a broader audience of pet owners online, PetRelocation began looking for a content marketing solution to streamline the process. Their team sought to answer pet travel questions ore efficiently; share a large volume of pet moving expertise with the world; and reduce reliance on expensive pay-per-click campaigns.
PetRelocation worked with Oracle Marketing Cloud to set up a content forum where pet lovers can submit questions into a queue to be answered by the marketing team. Answers then appear on the PetRelocation web site, where the whole world can find them through search engines. That means better support for pet owners and more leads for PetRelocation. In fact, 47% of the company’s leads now come from organic search, which helps PetRelocation save money.
“Content marketing is now our primary marketing strategy,” saysCaitlin Moore, Content Marketing Specialist at Pet Relocation. “We have a small team, so this is the area that makes the most sense for us to focus on because it has the greatest ROI. We actually stopped using Google pay-per-click about six months after adopting Oracle Marketing Cloud.”
PetRelocation also uses the user-generated content forum to collect testimonials fomr satisfied clients. These success stories have become some of the company’s most valuable marketing pieces while further enhancing PetRelocatino’s search enginge performance. The company now ranks in the top 3 on Google for 365 keywords, and in the top 10 for more than 800.
Learn more about PetRelocation's marketing strategy in anupcoming webinar!
“We’ve determined that prospects who read customer stories are 2 ½ times more likely to become customers,” says Rachel Truair, Chief of Staff at PetRelocation. “It’s no coincidence that 70% of our annual revenue is tied directly to our online marketing efforts driven by Oracle Marketing Cloud.”
Proving that the best way to connect with customers is through content, PetRelocation also achieved a 150% increase in lead-to-customer conversion rate with customer success stories.
To learn more about PetRelocation’s content-driven marketing strategy from Caitlin Moore, as well as benchmark research from Forrester that highlights how you can adopt these practices, join us for the upcoming webinar, Tues, Mar. 17: "Why You Need To Be A Modern Marketer: The Business Impact Of Marketing Maturity In The Age Of The Customer."
Forrester Vice President and Principal Analyst, Laura Ramos, also will review how Modern Marketers report increases in both sales and profitability. Register now!
Image source: moongatebda.com