Overview
The client is a venture funded, start up company and has developed a Hi Tech web services based offering to provide on-demand, feed of real time financial data, stock quotes, metal exchange, commodity prices and other financial information that can be directly integrated into their customer’s websites. This service is targeted towards businesses that depend on financial information to conduct their operations.

Objective
The client solution was very easy to implement since it required just basic knowledge of popular browser scripting languages in order to add the service. The client’s customers could be up and running in a matter of few hours without need for extensive and, often, costly implementation. These translated into clear savings in time and cost. However, the client was relatively less known in a market dominated by established larger players who sold data in large chunks, transferred as files requring parsing and storing locally.

Solution
Getting acceptance from end users quickly was the key for getting an early foothold into the market. Client asked Regalix to handle Search Engine Marketing programs. Regalix designed a program targeting software engineers engaged in builidng client’s customers systems. Once this community was converted to the ease of implementation and cost saving associated with the product, it was relatively easier to move up the ladder. Search Engine Marketing Programs were designed to accomplish this. Since the requirement spanned both technology and financial data, the campaigns needed to be very broad based targeting through a very large portfolio of search phrases. In addition Search Engine Optimization was taken up to – (i)increase online visibility, and (ii) to augment lead generation from visitors acquired through organic traffic.

Results
The programs took some time to build momentum due to ever increasing set of keyword and search phrases and there were limitation on creating new and/or refreshing content. In 2008 the campaigns drove almost 350,000 visitors to their website, generating over 4000 leads from Search Engines alone at a sustainable cost of acquisition that was was kept under control within a very narrow band for almost 2 years! The leads generated were also of higher quality and converted 1.6 x more that any of the other channels.