Customer Success

ALM Uses Optify For Multi Channel Marketing

ALM’s Real Estate Media Group Uses Optify to Integrate Cross Functional and Multi Channel Marketing For GlobeSt.com and Increases Traffic by 36%

As the online component of ALM’s Real Estate Media Group, GlobeSt.com has categorically revolutionized the way industry professionals conduct business. GlobeSt.com provides in-depth and breaking news for major and secondary real estate markets throughout the country.

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Challenges

ALM’s goal is to remain the leader for real estate news across the United States. ALM hoped to increase their subscriber base to positively impact advertiser growth, target specific audiences and their segmentation in a streamlined way. ALM’s system for web analytics and reporting was difficult to use and time consuming, often taking too long to produce reports and subsequently take action with the related information. ALM needed a more efficient reporting system and a centralized location for data analysis to hone in on rich customer information that could be used to attract advertisers as well as utilized by the ad sales team. Additionally, ALM needed software for their editors to effectively identify missed SEO opportunities. They needed to be able to identify appropriate keywords to drive increased visits to their website. The solution had to be accessible and usable at all levels and functions to ensure alignment across the organization.

Optify Solutions

With Optify’s Inbound Marketing Software Suite, the website’s technical and editorial teams were able to align their functional goals. Together, they created SEO campaigns with focused keywords to increase traffic to the website. To optimize the site for the highest ­performing terms, Optify’s keyword alerts helped the site’s editors understand which keywords were driving the most traffic to the site. ALM also identified their highest priority pages, received detailed feedback on SEO areas in which they could improve, and learned the reasons behind certain pages’ success. In addition to SEO, ALM used Optify’s Twitter for Business application to manage and report on the contribution of social media campaigns as well as to holistically determine which marketing channels were working. ALM used over 20 lead scores in Optify‘s lead intelligence application to segment and identify visitors’ demographic information. With Optify data, ALM now had an integrated marketing database to package higher quality prospect profiles for advertisers. Furthermore, the sales team also benefited from Optify’s daily visitor and lead report which helped team members identify potential advertisers the sales team could contact.

Results

ALM rolled out Optify’s Inbound Marketing software in January 2011 and by December of the same year, GlobeSt.com had already seen a 36% rise in organic traffic. During that same period, social media traffic grew by an impressive 47%. “With limited bandwidth in headcount and resources, ALM has leveraged Optify to do more with less.” said Scott Thompson, VP of Integrated Marketing & Sales Development. “We’ve used the full breadth of Optify’s capabilities from its SEO to visitor intelligence to social media and most recently landing pages.”