Driving Website Inbounds QoQ

Greenomy faced stagnation in Q2, with website inbounds remaining relatively consistent but failing to grow. The lack of segmented content based on audience intent meant potential leads were not progressing through the funnel effectively. The challenge was to not only attract more traffic but ensure it was of high quality and to communicate more reasons to buy to those that showed intent of interest.

Recognizing the importance of intent-based segmentation, we devised a full-funnel content strategy for Greenomy on LinkedIn. The process began with a comprehensive analysis of the target audience’s behaviors and preferences. This led to the creation of personalised content for each stage of the funnel. By distinguishing between top, middle, and bottom funnel content, we were able to cater to prospects based on their buying journey phase, ensuring more meaningful interactions and a higher likelihood of conversion.

This led to over double the inbounds in Q3 vs Q2 2023 and validated the approach to creating and capturing demand using the funnel framework.