How FCR Media Belgium generated more sales with streamlined processes and Insites website audits
Challenge
FCR Media Belgium was struggling to identify gaps in their prospects' digital marketing performance. It created the need for an easy-to-use website auditing tool to make their sales approach consistent and effective.
- Marketing was not able to generate qualified leads at scale to identify potential new customers or for up-sell and cross-sell opportunities to existing customers
- Sales reps wasting time using multiple SEO tools to identify customer problems
- The sales process was inconsistent because sales representatives relied on their personal experience and knowledge rather than the tools provided, which led to wide variations in conversion rates and an inability to scale training and expertise across the sales teams
Approach
FCR Media Belgium selected Insites as the lead generation tool to create a "free SEO audit" landing page to improve lead generation and give structure to the sales process.
The goal was to implement a white-labelled website auditing tool that would provide a structured and measurable approach to identifying upsell and cross-sell opportunities at scale on existing customers. Using only one SEO and website auditing tool would also simplify sales training and sales processes.
Solution
FCR Media Belgium implemented the Insites white-labelled website auditing tool throughout the organisation, and it is now used daily in the sales and website builder teams.
The implementation of the tool provided a structured and measurable approach to identifying upsell and cross-sell opportunities at scale on existing customers. Using only one SEO and website auditing tool also simplified sales training and sales processes.
Outcomes
Insites website audits significantly improved the volume and quality of leads delivered to sales.
Marketing activities generated 10 times higher conversion rates when prospects did a free digital health check. 15% of landing page visitors from Facebook campaigns ran a digital health check and became hot sales leads. 13% of leads that performed a digital health check converted to customers.
Training on the SEO auditing tool provided structure and scalability to sales presentations and gave reps confidence to present multiple recommendations to customers based on objective metrics.
About FCR Media Belgium
FCR Media Belgium is the largest Belgian digital marketing agency for SMBs and the self-employed. A team of experts create and optimise websites, content, Google and Meta ads, and much more. Some of their partnerships include Microsoft, and besides being a Google Premier Partner, they are the only Bing Ads partner in Belgium.
Thanks to a customer-oriented and result-oriented approach, they have around 30,000 satisfied customers.
