Case Study: How We 2X’d Traffic and 3X’d Leads for a Multi-Brand Expansion

Case Study: How We 2X’d Traffic and 3X’d Leads for a Multi-Brand Expansion

Executive Summary

Phase 1: Establishing Profitable Marketing (24 Months)
Results: 
▪️50% increase in organic leads
▪️129% increase in organic web traffic
▪️27% increase in digitally attributed customers
▪️Achieved profitable, scalable marketing


Phase 2: Brand Expansion and Niche Domination (24 months)
Results:
▪️Launched 7 niche sub-brands from very low domain authority
▪️New sub-brands rose from no traffic to over 40K combined monthly visits 
▪️100+% increase in organic web traffic across all brands
▪️300% increase in organic leads


Phase 3: Scaling In-House (2025 and beyond)
Results:
▪️POS Nation now scaling with a full-time in-house marketing team
▪️They have built an empire of niche point-of-sale brands and are dominating the SERP in their target industries of grocery, tobacco, and liquor stores

👉Jump to full results👈

Phase 1: Establishing Strong Marketing ROI 

When we started working with POS Nation, they were struggling with declines in organic traffic and lead generation in the face of the 2020 pandemic.  

Despite a strong website and consistent content output, performance was lagging. Through a deep-dive analysis, we identified a few key gaps:

• Outdated content
• Underperforming CTAs
• A lack of strategic conversion pathways

To address these, we revamped blog content, optimized CTAs, and introduced a new Buyer’s Guide offer to capture leads earlier in the funnel.

The results spoke for themselves: a 50% increase in organic leads, a 129% jump in organic web traffic, and a 27% boost in digitally-attributed customers. 

Outcome: After these initial campaigns, POS Nation’s marketing was now profitable and ready to scale, with organic channels leading the way. 

Phase 2: Brand Expansion and Niche Domination 

If POS Nation wanted to grow its new sub-brands from scratch, we needed to focus on one key thing: domain authority.

After analyzing the market and POS Nation’s data, we implemented a four-part strategy:

1. Creating High-Impact Content for Each Niche

Instead of taking a one-size-fits-all approach, we developed content strategies tailored to each sub-brand. We started with an audience analysis for each brand. Who was the ideal customer for each? What did they care about? What questions did they need answers to? And, most importantly, how could we position each brand to help them?

We then conducted deep keyword research to identify high-intent search terms and created valuable, educational content that positioned each brand as an authoritative source in its respective industry.

Additionally, we focused on internal linking strategies to pass authority from POS Nation’s main site to its sub-brand — and between sub-brands! This approach allowed us to build on POS Nation’s existing search visibility and credibility while boosting all our new brands. 

2. Optimizing Conversion Paths with Strategic CTAs

Building traffic was only half the battle. All the traffic in the world doesn’t do much good if you can’t get leads from it. And so, we needed to dial in POS Nation’s calls-to-action (CTAs). We ran A/B tests on different CTA placements, including:

• Static footer CTAs
• Sidebar vs. inline CTAs
• Dynamic content-driven CTAs

The results showed that static footer CTAs performed best across blog content, so we implemented them across POS Nation and all their new sub-brands. 

3. Leveraging Data to Refresh Underperforming Content

At Lean Labs, we often discuss the importance of building a content city, not a content graveyard. Publication of a blog post isn’t the end — often, it’s only the beginning! If your posts aren’t hitting the numbers you want them to, there’s good news: you can change those posts, make improvements, and republish them.

Since some sub-brand sites (and POS Nation itself!) had existing, underperforming content, we also decided to refresh some old content to help it bring in better traffic and convert high-quality leads.

We conducted a thorough content audit to identify pages with high potential but low performance. During our audit, we identified a few key issues:

• Some of the posts had outdated information or statistics
• Some posts were a bit too thin and needed more information to truly provide value
• Some of the posts were strong, but the keywords we targeted had a dropping volume

So we set to work and made the necessary changes to all those old posts, ensuring that every piece of content on POS Nation’s website (and all the new domains) was valuable, well-targeted, and optimized. 

By updating outdated information, optimizing for search intent, and enhancing keyword targeting, we were able to boost rankings and engagement across all brands.

4. Developing Targeted Lead Magnets

To capture early-stage leads, we introduced resources and offers for each sub-brand. The default offer we started with was a software demo, but over time we also worked to build buyer’s guides, pricing tools, and “how-to” guides for each specific niche. 

The goal of each lead magnet was to provide an incremental step forward for the famously cold traffic that tends to find B2B blog posts. 

The Results: Dramatic Growth Across Key Metrics 

Our approach delivered measurable improvements across all sub-brands. Let’s cover the highlights! 

We saw significant increases in:

• Overall blog traffic across all brands doubled from 20K to 40K monthly sessions in just two years.
• New contacts generated across all brands grew from around 50 per month to over 200 per month within the same period for a 300% increase.

We also saw significant wins across the individual sub-brands. 

• Markt POS grew from near 0 to almost 4K monthly page views in 18 months.
• Cigars POS grew from near 0 to almost 5K monthly page views in those same 18 months.

• IT Retail had some starting domain authority and grew from just over 1K monthly page views to nearly 6K in the same time frame.

Key Takeaways: What We Learned

1. Niche Content Wins: Developing industry-specific content helped establish authority quickly and drove targeted traffic.
2. Strategic Internal Linking Boosts Visibility: Passing domain authority from POS Nation’s main site accelerated the growth of its sub-brands, helping us build multiple brands at once.
3. Iterative Optimization is Key: Regular content updates and A/B testing of CTAs ensured continuous improvement.
4. The Right Lead Magnets are Critical: Offering tailored resources helped us capture leads earlier in their buyer journey rather than counting on hot leads ready for a demo.

By taking a data-driven approach and continuously optimizing our strategies, we were able to build domain authority for POS Nation’s sub-brands without losing ground on their main brand’s site. 

All in all, we were able to boost traffic across all brands by more than 100% and drive 300% more conversions over a two-year period. With the solid foundation we laid for each of POS Nation’s sub-brands, they should continue to see growth and results from our efforts for years to come. 

Mallory is a Growth Marketer at Lean Labs, working with brands to ignite their growth engine through conceptualizing, implementing, and optimizing growth marketing strategies.

5 Min Read

Client Results

Aug 30, 2023