CASE STUDY

BBSI

Payroll, workers’ compensation, HR, risk, and business consulting services designed to help you and your business prosper.

See What We Did

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BBSI was created to provide payroll administration, a great workers’ comp program, staffing and recruiting, and a variety of HR and business consulting services. But their real passion is wanting to understand who you are, your challenges and how they can make things easier for you.

They understand how important community is, and they wanted to start reaching and teaching others how they can create better business practices while setting them apart from their competitors. That’s where we come in.

Overview

 

While BBSI has a mighty marketing team, they sought out the help of a marketing agency that could feel like an extension of their team.

They wanted an agency that understood the company just as they do. Someone who understands that BBSI stands for community first, adding significant value and being an invaluable partner for business owners. BBSI wanted to: 

  • Develop a strategy to drive more inbound leads through an online source.
  • Build a robust and engaged client-side email database.
  • Re-engage lists.
  • Showcase their stability and expertise in HR management and risk mitigation.
  • Increase the number of engaged, informed, and excited business owners directed to regional sales reps from BBSI corporate marketing workflows.
Challenge

 

Some of the challenges the marketing team ran into before working with us were that they needed a bigger team.

So after they decided on us, we were excited to be part of such a great group of marketers.

We dove in by learning about their brand and what it would take to help them achieve their goals, make their lives easier, and make BBSI a better company for those seeking business management services.

"Our tiny-but-mighty marketing team has been working with Beacons Point since the turn of the year to kickstart our lead generation efforts. They have stood by us and been the feet on the ground working to integrate HubSpot with Salesforce, understand our partner and client audiences, create content to educate and convert leads, and further optimize our website."

 

 

 

 

 

Solution

We made it our mission to understand BBSI and their employees, what their brand stands for, and to create content that blends seamlessly with their already established brand voice. We understood BBSI's need for better organic search, re-engaging old lists, and converting new leads. 

We assisted by: 

  • Developing a strategy to drive more inbound leads through online sources
  • Positioning BBSI as a thought leader in business management by creating blogs that answered questions for their consumers and utilizing keywords for rankings
  • Integrated HubSpot with Salesforce
  • Re-engaging lists of over 13k brokers
  • Creating a regular newsletter to keep their database engaged and growing 

 

51%

Of organic search were new visitors

2x

More sessions

60%

Of new customers from organic traffic

Results

After implementing our campaign, the team at BBSI achieved their goal of increasing website traffic and successfully making their platform known. Some of the results were:

  • Improved organic search
  • Increased website traffic
  • Establishment as an industry thought-leader
  • HubSpot & Salesforce Integration
  • Increased Lead Generation
  • Email campaign management & improvement

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One BBSI team member noted just how helpful our content has been by saying that their organization and extended network of partners and clients are engaging with the content which is driving their business forward.

So whether people choose to use BBSI for their business management or not, value-adding content proved instrumental in meeting industry needs and helped BBSI put its services in the public eye. 

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Our tiny-but-mighty marketing team has been working with Beacons Point since the turn of the year to kickstart our lead generation efforts. They have stood by us and been the feet on the ground working to integrate HubSpot with Salesforce, understand our partner and client audiences, create content to educate and convert leads, and further optimize our website. Their support goes beyond the campaign we have been working on together though - they have taught us so much about how to utilize the HubSpot tool, that we are able to execute additional campaigns and scale our work more than we would have been able to without their expertise. They are friendly, helpful, professional, and really everything we hoped for in an agency. The progress we've made toward our sales and marketing goals this year wouldn't be possible without their support.
 
Chelsea Murphy headshot
Chelsea Murphy
Comm Strategist & Digital Marketer at BBSI
left-quote Created with Sketch.
The Beacons Point team truly feels like an extension of our team. We all work together and collaborate so well that we're building off each other's ideas and creating even better content. We also have a fantastic cadence going throughout the process from IO to finished content. The strategy and supporting content are absolutely on target for our clients and referral partners. 
 
Lorin Gelfand
Lorin Gelfand
Director of Marketing and Communications at BBSI

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