How to Use The Kalicube Process to Save a Company in a Contracting Market

The Business Challenge

The company was in a highly competitive market and quickly losing website traffic. It relied almost exclusively on traffic from Google Search. Blue links dominated Google’s search results in this vertical before 2018, and Kalicube’s client averaged third place in the blue links for their money search queries. 

Google added a comparison sites carousel, news results, and a local pack at the top of the SERP in 2018. The change in the SERP pushed the blue links, including the company’s website, down well below the fold. The business had over 400 locations, and the geo-sensitivity of the search queries made controlling the SERP a more significant challenge. 

The CEO asked Kalicube to help minimize search traffic loss, diversify client acquisition, salvage revenues, and save the company. Kalicube approached the challenge as a Fractional CMO, managing strategies for multiple marketing channels, including SEO.

Result: Increased branded search which drives traffic and sales, profitable Google Ads campaigns, visibility on social, an offline presence and improved visibility in the SERP. In addition, conversions have increased by 50%, and the company enjoys the security of a holistic multi-channel strategy in 2023.

What Kalicube Did

The company’s challenge was unique, so Kalicube needed to be agile and flexible with The Kalicube Process. The significant strategies Kalicube implemented are listed below.

Step 1 (2018): Stop the hemorrhage

Kalicube analyzed the anatomy of the SERP in multiple locations, assessed the relative strengths of the competition, and identified the opportunities on the client’s website. Within a month, the short-term fire-fighting strategies were identified.

• Implement a Google Ads campaign to maintain traffic and sales in the worst affected locations.  
• A Conversion Rate Optimization strategy on the client’s website that increased sales despite falling traffic. 
• An upsell strategy that significantly increased revenue per sale.

Step 2 (2019): Build the foundation of The Kalicube Process

• Implement a geo-SEO strategy on the money pages (which moved the client to position #1 in the blue links).
• Created an FAQ section, driving top-of-funnel traffic we could subsequently retarget with Google Ads. 
• Restructured the site for improved navigability.

Step 3 (2020): Build the Brand

Website traffic was stabilized, and revenue per sale was consistently improving. The focus on FAQ, geo-SEO, and Google Ads resulted in a need for more resources for building brand awareness and branded traffic. Year 3 was all about brand amplification.

• Offline activities: local leaflet distribution and local promotions. 
• Facebook and Instagram campaigns (the 2 platforms identified as the best option for this market by Kalicube Pro).
• A digital PR campaign based on market analysis from Kalicube Pro.
• The SERP strategy increased brand awareness and featured elements on the SERP, which considerably increased branded search, conversions, and revenue.

Results Achieved

Kalicube saved the business in a declining market. The company was in dire straits when Kalicube started implementing The Kalicube Process. Kalicube took an agile approach dedicated to minimizing the loss of SEO traffic, adding additional acquisition channels, increasing customer conversion rates and average basket value, and then building the brand foundation that maintains momentum today.

Branded search drives traffic, conversions, and revenue for the business in 2023. Kalicube stabilized website traffic and increased conversions by 50%, and the company stopped relying on paid ads for traffic.  

How to Implement the Kalicube Process?

To implement the Kalicube Process, choose one of the three options below.

1. Do it yourself. Access our free learning resources or read “The Fundamentals of Brand SERPs for Business” book for everything you need to optimize your brand for your audience and the search engines.

2. Book a Done With You Service. The team at Kalicube Pro works with you as a Fractional CMO to implement the Kalicube Process for your business. Kalicube works within your existing resources and priorities and saves you valuable time. 

3. For Agencies. Enhance your offerings and stay relevant in the AI world by subscribing to our cloud-based AI-powered Kalicube Pro SaaS solution. Your agency can offer effective and profitable comprehensive brand digital marketing services with SEO baked in. Download the “Get 6 Easy-To-Sell Services and Lucrative Margins with Kalicube Pro”. 

Do you have a question? Please contact us at [email protected]