Eclipse Software | Inbound Marketing Success

Eclipse Software Logo

Eclipse Software is a development company based in Manchester. Their fully-integrated CRM is used daily by thousands of recruiters in many of the leading recruitment agencies across the globe.

The Stats

370%

Increase in organic traffic in Year One

295%

Increase in organic traffic in Year Two

0 to 1,800

The number of web leads Eclipse now receive each year

The Brief

Having launched their product in 1998, Eclipse Software had built up a substantial client base but their online presence didn’t reflect this success. The team at Eclipse Software approached Noisy Little Monkey before they commissioned a developer to start their new website as they wanted us to bake in SEO and optimised user journeys from the outset. The bottom line was that they couldn’t rely on their web developer’s limited knowledge of SEO to deliver a new website which guaranteed to attract high volumes of traffic and grow the amount of sales leads in line with their ambition.

Quote mark

The Noisy Little Monkey team provided relevant and best practice information and guidelines. Steven in particular provided a professional and prompt service. James is always professional, responsive and willing to provide best practice and advice.

 

Paul Doonan, Director of Implementation Services at Eclipse Software

370%     

Increase in organic traffic in Year One

The Approach


In order to help Eclipse Software boost their online presence going forward, we had to assess what they’d been doing so far; we call this process an Inbound Marketing Audit. This comprehensive audit of their old website and online marketing activity enabled the team to spot opportunities and highlight potential challenges in Eclipse Software’s quest for greater market visibility. For example, one of the recommendations from the audit was to fix page speed issues which they were having with their existing hosting company. We worked closely with their new developer to fix these problems and got their new site running like a well-oiled machine in no time.

 

Another recommendation from the audit was that Eclipse Software could drive more traffic to their site by writing content which answered the questions that their ideal customers were typing into Google. We knew that a well-researched content campaign would position Eclipse Software as a trusted authority in their industry and help them climb to the top of Google. The next step was to work with their key stakeholders to create a content and digital marketing strategy for the year ahead. For the next 12 months, this would be their bible.

 

In order to truly get to grips with Eclipse Software’s business and customers, we held a workshop with their MD and Director of Implementation Services at their offices in Manchester. During this workshop we dove into:

 

- What is Eclipse Software’s mission, vision and values?

- Who is Eclipse Software’s target audience?

- What did they want to achieve?

- What were their future plans for the business?


Once we’d scooped up all this information, we zipped straight back to Monkey HQ, did a ton of research and then delivered them an Inbound Marketing Roadmap which was totally unique to their business. In this document we outlined their tone of voice, buyer personas and content ideas for the year ahead. 

 

The first content campaign we created for Eclipse Software was centred around a gated eBook called ‘7 Secrets of Successful Recruitment Agencies’. In order to read the contents of this guide, visitors to their website would have to submit their key details via a form (think email address rather than credit card number - we’re not sophisticated cyber criminals). By requesting contact details in exchange for content, Eclipse Software would gain a qualified lead through their site and their visitors would get their hands on a useful, and relevant, piece of content - it’s a win-win.

 

The ‘7 Secrets of Successful Recruitment Agencies’ eBook was supported by regular blog content which signposted visitors towards the download. This blog content was targeted towards one of Eclipse Software’s key buyer personas and addressed their specific pain points, goals and challenges. Blog title examples from this campaign include ‘How to Maximise ROI from your Recruitment Software’ and ‘Cloud vs Desktop in Recruitment Software’. The Noisy Little Monkey team supported this content campaign with social media activity to help drive more traffic to their site and promote their content offer. 

 

The Results


The Noisy Little Monkey team continued to publish search-optimised content on the Eclipse Software site over the course of that first year and, in doing so, increased organic search sessions to the Eclipse Software website by 370% and achieved a conversion rate of 3.7%

 

Confident in our ability to drive qualified traffic to their website, we’ve been working with the Eclipse Software team for three years now on their inbound content campaigns. We continue to support their inbound marketing activity with weekly and monthly phone calls to track progress against SMART goals, problem solve and talk through opportunities and site fixes. We also host a quarterly face-to-face meeting where we take a detailed look at their activity from the last quarter, track KPIs, plan for the months ahead and see if there’s anything in the pipeline which we could support them with.

 

If increased traffic and leads is what you’re after, you’ll want a team of Monkeys by your side. Get in touch with us today to find out how you can leverage inbound marketing to transform the bottom line of your business.