John Price III was the head of marketing at Bento for Business.
Bento for Business is a FinTech startup that offers an expense management solution for small and medium-sized businesses based in the United States.
Bento for Business was working with a previous agency whose methodology and content felt like a shotgun - spray and pray.
The previous agency was more interested in getting eyeballs to the website and didn’t focus on the quality of those eyes.
Bento for Business’s primary goal was to focus on consolidating the content they had into more meaningful topic buckets in order to better inform website visitors and generate new application starts and approvals.
The MKG team understands how much damage a poor lead generation funnel can do to a growing FinTech business.
Poor lead quality can plague or even kill a FinTech businesses sales engine!
“Since they took over the SEO for us, our presence has increased drastically on the first page of Google. "
~ John Price III
The working relationship took a few forms as we began to help the Bento for Business team.
In the first phase, the MKG team assisted with the website redesign. They wanted our feedback on the ideal structure for their content - what Bento for Business should keep or not.
Moving past that redesign, we focused on auditing key parts of the website to ensure Bento for Business had proper SEO keywords, descriptions/metadata, and programming (HTML/technical schema).
Now it was time to move past existing content by drafting new content they should put onto the site to increase organic search visibility.
Finally we wanted to tie together the organic search (SEO) and Paid Search (SEM) channels so they would work stronger together.
We started this process by cleaning up, restricting and creating new campaigns to boost click as well as lead performance through both stages of the FinTech funnel.
“We have 30 different pages that will show up depending on what people search for. People stay on the site for longer and looking at more content since we brought them on board as well.”
~ John Price III
SEO and PPC together accounted for more than half - 56% to be precise - of new, approved customer applications at Bento for Business. In less than 12 months, SEO application approvals increased by 2% while SEM improved by 69%.Schedule Discovery Call