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Clients: Case Studies
Case Study: Robin RyanOverview Robin Ryan is a professional career counselor based in Newcastle, Washington. She offers books, videos and consulting services. Robin speaks frequently and her column appears regularly in The Seattle Times. Objective While Robin had already appeared on CNN and NBC Nightly News with Tom Brokaw, she was still looking to increase her exposure via special appearances in mainstream broadcast media. She was also very interested in increasing sales on her books and video products. Challenge Since Robin Ryan is a one person show, she has limited resources, including budget. Her industry is also very competitive, especially in the current economic environment. Lastly, her audience of potential television producers is notoriously difficult to reach. Strategy Anvil recommended a multi-tiered approach to generating traffic and visibility with key audiences. Baseline search engine optimization ensured the site was visible in organic search engine listings, while a conservative pay-per-click (PPC) program shored up competitive keyword terms. Link development and site consulting services guaranteed site visitors were relevant and engaged. Results Within the first three months after launching search engine marketing activities, RobinRyan.com gained a high level of visibility in search engines, resulting a tripling of traffic. In addition, the producers of Dr. Phil, a daytime television talk show, found Robin's Web site and invited her on the show. Her appearance resulted in the sale of 40,000 of her books in one day. She hopes to appear on Dr. Phil again soon. URL Professional Career Counselor |
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