Full-service SEO

4x Revenue in 12 Months With This Inbound Strategy

In late 2020, Operto Guest Technologies, an up-and-coming tech innovator in the hospitality space came to Flying Cat Marketing, had one main goal:

Triple revenue in 2021.

But the hospitality software ecosystem, even if small, is heavily saturated and fragmented. And since word of mouth is the biggest driver of business in this space, they’d need to build a strong brand through authority content and strategic demand generation.

After a 12 month collaboration, we managed to quadruple Operto’s revenue—blowing the goal out of the water and improving win rates through content that better qualified leads.

by Maeva Cifuentes – November 1, 2023

What we did

Working together with our ad partners, we built a full demand generation strategy. Our strategy included:

-SEO

-Content marketing

-Paid social

-PPC

Since the website had no content on it, we started by building the most important bottom-funnel pieces (e.g. “buy hotel door lock”). These pieces are still the pages that drive the most conversions from organic traffic today.In fact, in optimizing one page for only 1 bottom-funnel keyword (and building a supporting topic cluster around it), that one page ended up ranking for 803 variations of that keyword, with a value of $1280 per month.

While waiting for SEO to kick in, we worked with our partners to run PPC and social ads, which got Operto:

-Half a million impressions per month

-Cost per conversion of $27

While PPC and paid ads drove the most traffic early on, about 7 months in, organic search became the leading driver of traffic for the website, growing by about 20% MoM.Within 11 months, we tripled their inbound lead number and put them well toward their goals.

Within 11 months, we tripled their inbound lead number and put them well toward their goals.

How we did it

Our goal was revenue, but we had a few different issues to address:

-The website was brand new and had zero topical authority (it had very little well-optimized content published about the topics they want to rank for)

-Its brand name wasn’t that well known yet

So we build a topic cluster that touched on several parts of the funnel and in each of its given verticals (hotels, vacation rentals). We started from content that was made for people who were most ready to buy.

For example, operators searching for “hotel door locks” are far more ready to buy than those searching for terms around “eco-friendly hotel ideas”, but it still targets the right reader and starts to build authority around the topic.

We mapped out several topic clusters and built them from the bottom up, also including a few pieces that their sales team can use in conversations. Those sales/thought leadership pieces were distributed through paid social to build awareness.

Then, we also retargeted warm traffic on both Google and paid social.

We also created two white papers with proprietary and built the funnels in Active Campaign, which was a huge driver of leads.