HMB, Inc.
As a former developer, I was able to create the HMB website and use my digital marketing expertise to integrate it with our new email marketing platform and webinar software.
This included:
- Automated email campaigns
- Sending branded gift offers to all webinar attendees
- Auto-tracking all visitors who watched our recorded events and putting them into our email system
I’ve also worked as a billable consultant for HMB, providing and creating the company’s first SEO service offering.
I created a tip-of-the-spear SEO roadmap offering that would help prospective clients learn what they needed to do to launch an SEO strategy.
HMB Capture
HMB Capture is a division of HMB that sells enterprise content management software and hardware as a channel partner to numerous brands including Kodak, Fujitsu, OpenText, and Xerox.
This I where I got my start at HMB before helping the professional services division.
My primary responsibility was taking over for an agency to improve lead generation and conversion rates for HMB’s scanner and software products.
I realized that the biggest problem was a lack of targeted landing pages and started by creating specific landing pages for each product and using optimization strategies such as eliminating header/footers that distracted visitors from converting. I also eliminated many keywords that had high CTR on Google/Bing but were not converting (informational searches vs transactional) and utilized negative keywords to further eliminate non-converting searches.
By the end of my first year with HMB Capture, I increased lead generation by 400% and tripled the conversion rate for online PPC campaigns.
Years later I helped HMB Capture set up a new website on Shopify so that non-technical colleagues could update landing pages and prices themselves and product ads could be auto-generated on Google with minimal effort.
Additionally, I helped set up static “request a quote” pages for certain products so that the leads would automatically transfer to the department’s new Salesforce CRM.
Learning Circle Software
HMB acquired Learning Circle Software in 2018. I was tasked with rebranding the software via a new website and messaging including a new one-sheet and case studies. I also integrated the website with ConvertKit, our email marketing tool, and FreshSales, our CRM software.
I worked to drive traffic to the website through an “equity in education” digital marketing campaign that incorporated SEO and PPC. Today, 50% of the website’s traffic comes from the organic content created as part of that SEO campaign from nearly two years ago.
SEO Presentation for Salesforce User Group
In 2020 I created the one-hour long presentation “Demystifying SEO” for the Salesforce Marketer User Group in Columbus, Ohio.
The goal of the presentation was to provide a foundation of SEO basics, tools for evaluating SEO success, so businesses could either begin their own SEO strategy or evaluate potential SEO vendors and included information on:
- What goes into ranking high on Google and other search engines
- Common SEO myths that no longer work
- Strategies for getting your organization started with SEO
Building the Blog
Building the Blog is a personal project I started to better understand B2C marketing strategies and experiment with my own SEO efforts.
I’m a bigger believer in learning by doing and created this website so that I could learn emerging strategies, such as creating free “classes” as a technique for generating leads and using Pinterest as an organic traffic source.
In just a few months I was able to grow my monthly Pinterest viewership to 100,000.
