Integrated Marketing Pays Off
Vanco is a great example of the power of an integrated approach to inbound
marketing. Their willingness to embrace the inbound marketing methodology,
combined with a successful PR program and a new digital presence, has set
them on a path of tremendous growth in a short amount of time. Our relationship
with Vanco exemplifies the client-agency partnership that I think all agencies
strive to achieve.
Anne Marsden | Principal and Founder, Marsden Marketing
The program has had a transformative impact on the company’s digital marketing presence and, most importantly, their lead generation. In just a few months Vanco has seen incredible results in the attract and engage stages of the inbound process:
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• 1,100% increase in organic search in
• 1,000% increase in email-generated visits
to the website
• Direct traffic has more than doubled
• Referral traffic to the site from other
sites has tripled from guest blogging
opportunities and key influencer
• Blog viewership has grown to over
32,000 page views and more than 1,300
new subscribers, up 333% in a matter
• Landing pages with conversion rate
• 760+ Marketing Qualified Leads
• 33% increase in website traffic from PPC
campaigns in three months
• 2.4% overall conversion rate for
• This client’s program was also a
finalist for HubSpot’s Impact
Award, “Client Growth Story"
A “go-to-market” strategy for Inbound Marketing and PR was developed to attract, engage and convert prospects through a coordinated set of program components. Marsden Marketing created key buyer personas, with deep understanding of each one’s unique pain points and needs, and developed targeted content for top, middle, and bottom of the funnel for each persona. We redesigned their website to really speak to Vanco’s target personas, with SEO-specific messaging and a user experience that drove visitors to calls-to-action. Their new blog and integrated social media presence extended their reach and amplified their messaging to support key campaign themes.
Next, Marsden Marketing fostered relationships with key alliance partners and influencers to share Vanco’s content through guest blogging and cross posting of articles and blogs. Email campaigns, workflows, and a targeted PPC program increased site visits, encouraging blog subscriptions and conversions on targeted landing pages for persona-based premium content. All these elements work together to build brand awareness and to fill Vanco’s sales pipeline.
Marsden Marketing was engaged to assist Vanco Payment Solutions as it made a complete repositioning from being a general market payment processor, to a specialized processor focusing specifically on the unique needs of faith-based and nonprofit organizations. We instituted a complete demand generation marketing methodology to attract, engage, and convert Vanco’s targeted market sectors.
A Payment Processing Company Repositions and Transforms their Digital Presence Resulting in Big Returns
• Marketing Strategy & Planning
• Website Redesign (integrated with
Marketing Automation Platform)
• Public Relations
• Inbound Marketing
• Social Media & Influencer Outreach
• PPC & Search Engine Marketing
From strategy to execution, Marsden Marketing has been an integral part of our team, driving us forward to take our inbound marketing and PR efforts to the next level. With everything from web creative to strategy, to inbound marketing and PR, Marsden has been a leading force in ensuring our program was a success. We love having Marsden as a pivotal part of our marketing team.
Malissa Peace | SVP Markting, Vanco Payment Solutions
• Generic website with low engagment & sales-focused
• No buyer-focused content
• No strategic focus behind marketing
• Engaging buyer-centric website, UX, & content
• Successful influencer outreach & PR opportunities
• Specialized and unique branding & voice
• Strategically placed CTAs for lead generation