Integrated PR and SEO for B2B professional services

About Jackson Fire & Security

(This case study has been shortlisted for two industry awards (best integrated campaign and best use of digital).

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.

Outwrite PR worked closely with Jackson Fire & Security’s marketing manager to devise and implement an integrated PR and SEO campaign.

Media relations

  • Achieve an average of four pieces of regional editorial coverage per month
  • Attract 10 links back to the site (domain authority of more than 35)

Search

  • Average more than 500 brand-related searches per month
  • Increase web traffic by 50 per cent (Due to there being no historic Google data, we compared the final three months of the campaign to the first three months)
  • Increase website enquiries

Social

  • Increase Twitter impressions by 200 per cent compared to the previous six months
  • Increase traffic to the website via all social media by 100 per cent (final three months vs first three months)

Email

  • Increase click-thru rate by 500 per cent

Website

  • News, case studies and expert blog articles to make up 20 spots of top 50 most visited pages on the site

Objectives and planning

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.

Outwrite PR worked closely with Jackson Fire & Security’s marketing manager to devise and implement an integrated PR and SEO campaign.

Numbers and figures

Significant links back to the Jackson Fire website

%

Increased web traffic

Award win and three other shortlists

Research, planning and strategy

The main business goal was clear: grow sales in the North Wales and Chester region.

There were three main areas to our research:

  1. We interviewed members of staff at Jackson Fire & Security, ranging from the directors, to engineers, to office support staff. This allowed us to get under the skin of the organisation, as well as find out useful information such as:
  • Most popular questions asked by clients
  • Most common client issues
  • Most, and least, popular service(s)
  1. We asked businesses in the region:
  • How they take care of their fire and security solutions
  • If they had heard of Jackson Fire & Security, and if so, what their perception was
  1. Keyword research to assist with SEO, as well as identify other topics and discussion points for the fire and security industry

During our research we discovered:

  • Jackson Fire & Security was well known for fire safety solutions, but many people did not know they also offered security solutions (these people believed the company was called “Jackson Fire”
  • 85 per cent of businesses without a facilities manager wait for a firm to get in touch about annual fire extinguisher servicing, and those who wait are unlikely to remember it needs doing
  • 70 per cent of organisations with a facilities manager had the perception that Jackson Fire & Security was ‘too small’ to deal with a large scale project

For the six month campaign we decided to:

  • use Jackson Fire & Security’s existing reputation in fire safety to raise awareness of the brand and its expertise to SMEs in the region
  • change the perception that it is ‘too small’ to handle big projects

 

Implementation of tactics

A comprehensive PR and comms plan was created and approved by the client in August 2015, with a visibility plan (story ideas) covering the first three months of the campaign.

Each month we:

  • Drafted one press release
  • Drafted one case study
  • Drafted two additional stories for the website
  • Held social media training for the marketing manager
  • Assisted with the email campaign
  • Carried out SEO activity.

We ensured that all content was recycled and linked with the technical SEO activity to ensure maximum benefit for the client.

 

Results/outcome

Lead generation

  • Anecdotal feedback from the managing director advising that the firm has since won contracts to work on major projects they probably wouldn’t have even been shortlisted for before the PR campaign

Media relations

  • Achieved 36 pieces of regional editorial coverage (average – six per month)
  • Attracted 14 links back to the site (domain authority of more than 35)

Search

  • Averaged more than 1,000 brand-related searches per month
  • Increased web traffic by 64 per cent (comparing final three months to first three months)
  • Majority of web enquiries were for services targeted via SEO

Social

  • Increased average monthly Twitter impressions by 569 per cent (comparing final three months to first three months)
  • Increased traffic to the site via social media by more than 500 per cent (comparing final three months to first three months)

Email

  • Increased click-thru rate by more than 4,000 per cent

Website

  • News, case studies and expert blog articles made up 30 spots of top 50 most read pages on the site
  • In addition, the top five most read case studies in the six months were drafted by Outwrite

 

Owner and managing director Steve Jackson said:

“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.”

A trusted PR agency

The services that make us an award-winning integrated PR agency

Integrated PR agency

Integrated PR

PR has been, and always will be, about your reputation. Your actions and communication, as well as what third parties say about your brand, has a direct impact on your sales.

We have in-house social media and SEO (search engine optimisation) skills to offer a fully integrated approach to positioning your business as an expert off- and online.

Find out more about why we are a respected digital PR agency.

A trusted crisis PR agency

Crisis PR

Does your business need to manage a potentially negative story? Do negative articles appear on the first page of Google when your brand is searched for? Do you have a social media policy in place to deal with upset or angry customers?

We understand that when reputations are on the line, so too are sales and profits.
Whatever the issue or crisis, Outwrite is able to help protect your organisation’s reputation both off- and online.

Find out more about why brands choose us as their crisis PR agency.

Social media training agency in north Wales near Chester

Social media training

The digital world is bustling with conversations; to get your messages seen, your content has to stand out. Outwrite offers a number of packages, each of which are tailored specifically to you. They are run on a one-to-one basis and are completely bespoke.

All of our social media courses are customisable to suit you. If you want more, or less, meetings over a longer, or shorter, period of time, that’s fine.

Find out more about why businesses engage Outwrite to be their social media training agency.

Engage us to be your integrated PR and SEO agency

Contact us

Get in touch to discuss how we can promote your brand.

Latest news

A summary of our year at Outwrite

A summary of our year at Outwrite

From 25th birthday celebrations to new members of staff, 2019 has been an eventful year for everyone at Outwrite HQ. Our big event to mark 25 years in business saw us host a free PR and marketing conference for charities. Attendees heard from professionals on a range...

read more

Latest views

PR for SEO: how to attract quality links

PR for SEO: how to attract quality links

Link building is exactly what it sounds like – other websites providing a link to your own site. Studies have found that three quarters of users online never make it past the first page of search engine results, while on Google almost a fifth of organic clicks go to...

read more

Latest tweets