Integrated PR and SEO for B2B professional services
Key takeaways
Significant links back to the Jackson Fire website
%
Increased web traffic
Award win and three other shortlists
Overview
Jackson Fire & Security specialises in fire and security solutions. Outwrite was tasked with enhancing the firm’s profile and reputation in and around the head office in North Wales.
Objectives and planning
Outwrite worked closely with Jackson Fire & Security’s marketing manager to devise and implement an integrated PR and SEO campaign with clear objectives set from the beginning of the campaign.
These included:
- Achieving an average of four pieces of regional editorial coverage per month,
- Attracting 10 links back to the Jackson’s site with domain authority of more than 35,
- Averaging more than 500 brand-related searches per month,
- Increasing web traffic by 50 per cent from the first three months of the campaign to the final three months,
- Increasing website enquiries,
- Increasing Twitter impressions by 200 per cent compared to the previous six months,
- Increasing traffic to the website via all social media by 100 per cent,
- Increasing click-thru rate by 500 per cent,
- Ensuring news, case studies, and expert blog articles to make up 20 spots of top 50 most visited pages on the site.
Tactics
Social media planning and strategy
Email marketing
Search engine optimisation
Media relations
Social media training
Example outputs
Example media coverage
Infographic produced
Key takeaways
Against the key objectives, our campaign achieved 36 pieces of regional editorial coverage at an average of six per month, also attracting 14 links back to the site with a domain authority of more than 35.
Search results for the brand increased to an average of more than 1,000 brand-related searches per month, with an overall increase of web traffic by 64 per cent and the majority of web enquiries now for services targeted via SEO.
Across social and email, the campaign saw the average monthly impression on Twitter increase by 569 per cent, traffic to the site via social media increasing by more than 500 per cent, and an increased email click-thru rate of more than 4,000 per cent.
News, case studies, and expert blog articles made up 30 spots of top 50 most read pages on the site as a result of the campaign, with the top five most read case studies in the six months drafted by Outwrite.
Outwrite has really lifted our profile. It is definitely responsible for an increase in new customer inquiries.
Its team members are proactive, helpful and friendly.
I particularly like the analytics and reports they produce as we can see exactly where their work is having an effect.
As the business owner, I know Outwrite’s brand building and PR activity works, as we are winning big contracts, when historically we wouldn’t have even been invited to tender.
PR and comms awards for this campaign
Best integrated campaign
Best use of digital
Best B2B marketing/integrated communications campaign
Best integrated communications campaign
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