Franklin Benefits Group: Unifying a Scattered Marketing Ecosystem for Growth

Introduction

Franklin Benefits Group, a trusted name in the employee benefits space, built its reputation on expert guidance and a solutions-driven approach. Led by industry veteran Mike Braun, the company had a top-tier sales team and a strong market presence. However, their digital marketing ecosystem was fragmented across a main WordPress site and two separate GoHighLevel sites dedicated to different product lines. This scattered approach led to inefficiencies, making it difficult to optimize marketing efforts and maximize their brand’s impact.

By partnering with us, Franklin Benefits Group streamlined its digital ecosystem, aligning paid and organic marketing strategies to drive cohesive growth.

Challenges and Objectives

Challenges:

• Disjointed Digital Presence: The brand was split across three different websites, making it difficult to create a unified customer journey.
• Inefficient Marketing Efforts: Multiple platforms meant disconnected messaging and inconsistent branding.
• Limited Lead Conversion Optimization: Without an integrated approach, tracking and optimizing lead generation was challenging.

Objectives:

• Centralize all digital marketing efforts into a single, high-performing ecosystem.
• Enhance paid media and organic funnels to drive better-qualified leads.
• Ensure consistent brand messaging that reflects Franklin Benefits Group’s expertise and market leadership.

Solution and Implementation

To bring structure and strategy to Franklin Benefits Group’s marketing, we executed a comprehensive plan centered around Lifecycle Optimization for Ongoing Progress (LOOP):

1. Consolidated Digital Infrastructure

• Merged the fragmented websites into a streamlined, conversion-optimized platform.
• Integrated landing pages that aligned with the core brand while maintaining differentiation for key product lines.

2. Strategic Paid Media Campaigns

• Launched a full-funnel paid media strategy, including high-intent Google Ads and retargeting campaigns.
• Optimized ad creative and messaging to align with the brand’s authoritative yet approachable identity.
• Implemented dynamic A/B testing to refine audience targeting and improve lead conversion.

3. Organic Marketing & Funnel Optimization

• Designed a robust SEO strategy to increase organic visibility for key industry search terms.
• Developed a content marketing plan that highlighted Franklin Benefits Group’s expertise, driving inbound traffic through valuable insights.
• Established a lead nurturing sequence with automated email marketing, improving engagement and conversion rates.

Results and Impact

The transformation of Franklin Benefits Group’s marketing strategy yielded powerful results:

• Unified Brand Experience: The consolidated website and marketing strategy ensured a seamless customer journey, improving engagement and trust.
• Higher Lead Conversion Rates: With optimized paid media and an integrated funnel approach, conversion rates saw a 34% increase.
• Increased ROI on Advertising Spend: Data-driven optimizations led to a 22% decrease in cost per acquisition (CPA).
• Enhanced Market Positioning: A strong content and SEO strategy improved organic search rankings, driving 48% more inbound traffic.