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Client: Belkins.io

Inbound Content Marketing Strategy Boosts Organic Traffic by 263% for B2B Lead Generation Company

MS 25 | Case Study - Belkins.io

Client

Belkins.io is an award-winning global inbound appointment setting agency serving 790+ loyal customers.

Solution

Content Marketing
Keyword research + gap analysis
SEO consultation, education and training
Organic + technical SEO on-page strategy + implementation
SEO-optimized content outlines + briefs
Content marketing strategy
CTA conversión audit
Development of HubSpot CTAs and forms
Reporting and insights for HubSpot + Google Analytics

Technical HubSpot Consulting
HubSpot Marketing + Sales Hub implementation
Pipedrive <> HubSpot migration
HubSpot Marketing and Sales Hub training
Custom reporting dashboards

Challenge

Belkins was experiencing massive company growth and seeking to increase the productivity of their marketing department. The team was also managing a new website design and development Project.

Without a cohesive SEO strategy, the team at Belkins was unable to drive effective results from their efforts.

They also needed a way for the Marketing team to enhance existing content, boost search rankings for relevant keywords, and transition to HubSpot Marketing and Sales Hubs from Pipedrive.

Solution

Mole Street mentored the Belkins team as an objective marketing consultant and solutions partner. We empowered their team with the knowledge to develop and implement effective SEO strategies to boost inbound traffic to their site.

Our team worked seamlessly with Belkins’ existing Marketing department leaders in order to define a consistent URL structure, internal linking strategy, on-page strategy, and to create a strategic plan for producing consistent content. This newly developed SEO campaign was rolled out in multiple phases.

“The Mole Street team is amazing! I admire how deeply they research the key topics, and the professional way they present information even to those who do not understand how SEO works. Love working with their team!”

Dmitry Chervonyi  ─ Chief Growth Officer, Belkins

Content Marketing

Keyword Research + Gap Analysis

Our initial discovery and analysis focused on assessing the organizational-style and quality of the content library. We leaned on keyword research to analyze the opportunity and difficulty for each topic hub, and were able to conduct a gap analysis between the keywords Belkins was ranking for currently and keywords they were wanting to target in the future.

Mole Street also analyzed the SEO strengths and weaknesses of key competitors to help inform their overall content marketing strategy.

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SEO Education

Our team started by training Belkins’ team on best practices to empower their Marketing department to make better content strategy decisions. With new methodologies and processes in place, their Marketing team was able to more efficiently and effectively produce new content and make strategic revisions to the website.

Mole Street recommended SEO tools, introduced new processes, and supported the Belkins team with structured content briefs to help their content rank higher in search results.

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Sitemap + On-Page Strategy

Before advising on even a single piece of new content, Mole Street focused on the foundational structure of the Belkins website. Starting with a sitemap assessment, Mole Street restructured the parent-child relationship of all pages and posts under topic hubs — a practice known as “siloing.”

From there, our team developed an on-page SEO strategy. All page titles, header tags, internal links, image tags, URLs, and meta descriptions were audited and revised to align with the newly identified silos.

Content Marketing Strategy

With a dedicated Marketing team working internally and full-time copywriters on staff, Belkins had no problem creating content. However, not all of the topics they had chosen to produce in the past were appropriate for their B2B target personas, and therefore did not provide the correct opportunities for their audience to convert. Furthermore, the content was produced at random, instead of being structured under a strategic SEO campaign.

Mole Street revolutionized Belkins' content strategy through:

  • Identifying campaign topics

  • Producing an annual editorial calendar

  • Develping comprehensive content briefs

  • Assigning and applying keywords to each post

  • Creating a repeatable process and structure for producing new content

  • Optimizing CTAs around inbound best practices

Our team was able to identify an annual calendar of new content topics, as well as strategize around re-optimizing existing content for more relevant keyword rankings.

35%
YOY increase in pages-per-session
800%
Jump in organic conversions within 6 months
311%
YOY increase in clicks from Google search results

Technical HubSpot Consulting

Pipedrive <> HubSpot Migration + Training

After implementing Belkins’ HubSpot Marketing and Sales Hubs, Mole Street began planning the migration from Pipedrive to HubSpot. When transitioning to a new CRM, attending to the details that come with data migration and rebuilding workflows and processes is critical.

To migrate Belkins from Pipedrive to HubSpot, our team connected with the key stakeholders and decisions makers at Belkins to align on key functionalities and top business objectives for the Sales and Marketing teams.

Through dialogues with Belkins’ Co-Founder and Managing Partner, Chief Growth Officer, CEO, Digital Marketing Manager, and HubSpot reps, Mole Street helped smooth the transition to HubSpot, which included getting the Sales and Marketing teams fully trained on HubSpot’s Sales and Marketing Hubs in just two weeks.

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