Integrated Digital Marketing

Summary

eLEND came to Overdrive to launch their online lead generation programs. With increased competition in the online mortgage space, the goal was to increase organic lead volume and conversion rates. In addition to form leads, telephone calls to their call center was also a high priority goal.

  • Digital Strategy and Marketing Plan Development
  • Search Engine Optimization (SEO)
  • Search Engine Marketing (SEM)
  • Social Media Marketing
  • Display/Retargeting
  • Conversion Optimization
  • Web Tracking
  • Post Conversion Lead Tracking
  • Phone Call Tracking

Marketing Plan

Overdrive worked with eLEND to develop an integrated marketing plan in order to bring marketing efforts to the next level.

  • Plan Development Engagement Description
  • High-Level Approach – Drive, Capture, Convert, Optimize
    • Drive: SEM, SEO, Rate Tables, Digital Media, Social Media, Traditional Media
    • Capture: Landing Page Testing, Website Conversion Optimization
    • Convert: CRM Integration, Triggered Events and Nurture Campaigns, CRM Alerts, Call Scripts
    • Optimize: Tracking, Analytics and Tag Configuration Installation, Management and Reporting
  • Schedule and Preliminary Budgets

Search Engine Marketing

Through an SEM overhaul and continued optimization, Overdrive was able to drive more quality leads for the more expensive targeted keywords while keeping CPCs and CPL down.

Decreased cost per lead by -30%, even while shifting focus toward more expensive targeted keywords.

While CPC increased for critical terms, Overdrive managed to keep the overall CPC down – allowing for increased lead quality and lower CPLs.

-27%
COST PER CLICK

-30%
COST PER LEAD

INCREASE
IN QUALITY LEADS

Website Conversion Rate Optimization

Overdrive dissected the eLEND site to uncover potential roadblocks in the user path. After implementing the recommendations eLEND saw a 150% increase in organic applications.

CRO Tactics
  • User path analysis
  • Button placement/colors
  • Calls to action priority
  • Above the fold assessment
  • Navigational analysis

White Hat SEO

Overdrive assessed eLEND’s online natural search presence for all major search engines (Google, Bing, and Yahoo), using our findings to improve eLEND’s search rankings, natural site traffic, and lead flow.

eLEND social Media Marketing and Community Management

Overdrive helped eLEND unify social channels into a single communication engagement platform.

Phone Tracking

Overdrive installed phone tracking program on the website and click-to-call ads that allowed us to track phone calls specific to paid and organic.

Unified Tracking, Reporting, and Optimization

Overdrive employed end-to-end data collection and dashboarding to track results of conversion optimization and SEO results.

Success