AI-Proof Your Marketing: How One Company Saw 4,000 Leads in 9 Months

The digital marketing landscape is shifting, and AI is at the forefront of this change. Consumers are increasingly using AI tools to find businesses, products, and services. This means marketing strategies need to adapt. But how can you integrate AI without disrupting what’s already working? One elderly bathroom fitting company found a way, and their results are impressive.

In just nine months, their campaign generated nearly 4,000 leads. Monthly organic conversions jumped from 60 to 300, and Google Ads performance saw a 363% increase thanks to AI features. They didn’t choose between traditional marketing and AI; they built a system where both amplified each other.

Key Takeaways

• Integrate, Don’t Replace: Combine traditional marketing efforts with AI tools for maximum impact.
• Website is Foundation: A clear, well-structured website is essential for all traffic sources, including AI.
• Content Clarity: Use simple, clear messaging that AI tools can easily understand and communicate.
• Build Authority: Establish your business as a trusted source through research, press, and consistent online presence.
• Dedicated Landing Pages: Improve ad performance by directing traffic to specific pages that match ad intent.
• Smart Email Segmentation: Personalize email communication based on user interests and source to achieve high engagement.

The Website: Your Digital Foundation

No matter how you drive traffic, it all eventually leads to your website. If your site isn’t performing, all other marketing efforts are wasted. Many businesses focus too much on traffic and forget about what happens when visitors arrive. For this campaign, the focus was on clear positioning, key messages, and defining what visitors should do next.

In an AI-driven world, your business needs to be positioned clearly. Your core values and messages should be simple enough for AI tools to communicate effectively. This clarity is the bedrock of any successful website improvement.

Before the revamp, the website had issues like duplicated service pages, weak calls to action, confusing navigation, and poor mobile performance. These were fixed by:

• Implementing a clearer menu and site structure.
• Adding compelling calls to action.
• Incorporating social proof.
• Rewriting copy and clarifying messaging for both users and AI bots.
• Using visuals to build trust and showcase the people behind the business.
• Ensuring all necessary information was present to address potential customer questions.

Targeting Search and AI Search Traffic

With a solid website in place, the next step was driving traffic. This involved optimizing for both traditional search engines like Google and AI search tools like ChatGPT.

Content and Structure:

AI tools, much like humans, appreciate order. The website’s content was restructured to avoid duplication and ensure a clear topic cluster approach. This means covering each topic in detail from various angles, making it easy for search tools to find answers.

• Customer Research: Insights from customer calls and team knowledge were used to identify key topics and questions.
• Topic Clusters: Detailed content covering specific subjects from multiple perspectives.

Building Authority:

Search engines and AI tools favor authoritative sources. Building authority involves getting your business recognized across the internet.

• Original Research: Conducting studies (like using YouGov data) on relevant issues generated press coverage, links, and mentions.
• Advocacy: Organizing initiatives, such as petitions, further increased press interest and demonstrated the company’s commitment.

This strategy not only boosted visibility but also positioned the business as a caring and knowledgeable entity. As a result, ChatGPT began recommending the company more frequently for various product-related searches, using the clear messages established on the website.

This work also significantly improved traditional Google search rankings:

• Keyword Ranking Growth: From around 2,000 keywords to nearly 8,000 in two years.
• Top 5 Rankings: Increased from 90 to 628.
• Page One Rankings: Grew from approximately 220 to almost 1,200.

Optimizing Pay-Per-Click (PPC) Campaigns

For paid advertising, the campaign utilized Google Ads and Meta Ads. The previous Google Ads efforts had been unsuccessful, but a restructured approach yielded significant results.

Google Ads Strategy:

• Dedicated Landing Pages: Crucial for competitive markets, these pages are tailored to the specific ad’s intent.
• AI Ad Creation: Leveraging Google’s AI features for ad generation.
• CRM Integration: Connecting with HubSpot allowed for better targeting and data feedback.

Clear positioning and messaging were vital for ad performance. Structuring the ad campaigns allowed for granular focus on what was working and what wasn’t.

• Results: Over 6,000 leads generated from Google Ads in 12 months, turning a previously underperforming channel into a success.
• Cost Efficiency: By feeding the ad account with extensive data from the CRM, the cost per acquisition remained steady even as the campaign scaled.

Meta Ads for List Building:

Meta Ads were used strategically to grow the email list. People were directed to landing pages to download resources like brochures. This captured leads and indicated interest in purchasing.

Email Marketing: The Power of Segmentation

Email marketing plays a key role in maximizing the return on investment from other channels. Collecting customer information is vital, especially for those not yet ready to purchase.

• Lead Magnets: Offering valuable resources like buyer’s guides and brochures attracted potential customers.
• Personalization: In an era of personalized AI interactions, generic emails feel outdated. Segmentation and personalization are key.

Segmentation Approach:

• Interest-Based: Asking sign-ups about their interests allowed for customized email journeys, sending relevant content and avoiding irrelevant mailshots.
• Source-Based: Segmenting lists based on where leads came from (Google, organic, Facebook) ensured a tailored experience.

This approach led to significantly more leads through email marketing, a channel that is cost-effective once automated.

• Automated Journeys: Over 10 different automated journeys were created based on lead source and interests.
• High Engagement: Achieved a 28% click-through rate, with nearly one in three people clicking through because the emails were relevant.
• Weekly Newsletters: Even general newsletters performed well due to clear messaging and customer understanding.

CRM Integration:

HubSpot was used as the CRM, feeding data back into Google Ads for remarketing campaigns. Custom email sequences were developed for those who clicked ads but didn’t engage, addressing potential objections.

This four-pillar strategy—website optimization, search and AI targeting, PPC, and segmented email marketing—demonstrates how to thrive in the new AI-focused digital marketing era. It’s not just about optimizing for AI; it’s about having a strong foundation and a well-integrated system to convert interest into leads and revenue.