Case Study: With Raven, FoxTranslate sees 30% increase in revenue
FoxTranslate provides certified translation services for immigration, legal and business documents in more than 30 different languages. In January 2011, the in-house marketing team started using Raven’s SEO and social media tools.
The result? In less than a year, FoxTranslate has seen a 30% increase in revenue—and that’s not all.
Here’s how they did it, according to FoxTranslate marketing manager Jason Thai:
What was your initial problem or need?
As a relatively new entrant into the translation space, we needed both a system that properly evaluated our various marketing initiatives as well as a research tool to shape and grow the same marketing initiatives. We viewed research functionality as particularly important given the depth of our industry. Industry analysts have estimated the translation industry to be as large as $30 billion. However, customers vary substantially by type (consumers vs. professional services firms vs. corporations) and need (document translation vs. interpreting vs. localization). We needed a research tool that could target different customer and segment types.
Why did you choose Raven?
We spoke to countless SEO experts and they all pointed us to Raven. Each consultant noted the same thing—that Raven was a one-stop shop that offered the greatest number of research tools (i.e. SEOMoz data, SEMRush, social media analytics, link management) for less money—perfect for a start-up looking to deploy a comprehensive marketing strategy without extraordinary costs.
In addition, reviews of Raven all noted its great customer support, perfect for those learning on the spot.
What was your goal?
Raven provided both a comprehensive link management solution and organic search optimization tracking system. The Link Manager function allowed us to keep tally of our link building efforts and link monitoring would alert us to any changes such as “no follow,” anchor text changes and link status.
Within our broader SEO strategy, Raven tracks each of our priority keywords, providing insight into how our link building, blogging, social media and on-site optimization contribute to our overall search engine rankings.
As a research platform, Raven provided intimate knowledge of the keywords we should be tracking through competitor insight, as well as keyword expansion through tools such as SEMRush, Google AdWords, Wordtracker and Research Assistant. We loved that all the tools were under a single platform. We applied the expanded list of keywords to our paid advertising campaigns to better target our existing markets as well as enter into new markets.
How did you use Raven to refine your campaigns?
To continue building upon our SEO strategy, we used the “Backlinks” function to identify successful industry marketing strategies that we could also deploy. This helped us form ideas for content development and web applications that our industry wanted.
For example, we noticed that offering a free machine-based translation service could be a great way to build brand equity and potentially attract individuals looking to update to a premium professional human-based translation service.
What’s the result?
Using Raven to expand our keyword universe for our paid advertising campaigns allowed us to target new segments and previously overlooked keywords, resulting in a 30% increase in revenue. Insight into various link building strategies has allowed us to achieve double-digit increases in search rankings for our priority keywords.
Raven has been instrumental in allowing us to deploy a comprehensive marketing strategy without resorting to often-times expensive consultants.
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