How WebsiteBiz Tuned In New DIRECTV Customers through a Focused Online Marketing Strategy
The Challenge
- Diversify marketing mix beyond traditional offline tactics.
- Compete with other top resellers in the online channel.
- Target consumers with a high propensity to buy.
- Acquiring new satellite television customers profitably through online channel.
- How to track and optimize an online visitor to a phone call.
Online sales volume grew 142%
The Approach
- Created strategy to promote DIRECTV consumer and business products and offerings.
- Integrated a new website and call center with web strategy.
- Aligned online marketing strategy with seasonal campaigns and promotions.
The Tactics
- Implemented web analytics and call tracking solutions based on cost-per-sale targets.
- Developed keyword research process leveraging DIRECTV brand and long-tail opportunities.
- Optimized paid search ads to align with consumer buying process.
- Implemented multivariate ad testing solution to maximize conversions.
The Results
- Grew sales volume from online marketing 142% during initial 12 months.
- Grew profitability by reducing cost-per-sale by over 32%.
