Work – Case Studies
Here are a few case studies:
www.propertypathways.co.uk
This client is a media house that was looking at new ways to capture consumer data on the property market to use in their media campaigns for their clients in the property/construction arena.
The client had an existing website that captured data but hadn’t been cleaned or used in 3 years. We developed a monthly ezine supported by a blog with a generic style content to ‘tidy up’ the database and gather more in depth data ready for segmentation.
Within three months we had increased the number of consumers mailed by 80%* and maintained a consistent delivery rate of over 90%. Unique opens held their ground at over 16% with total opens averaging 25% of the total delivered. *using existing database and new data
In month one we mailed just over 41 000 consumers with a delivery rate of 91.85%. Unique opens were 16.12%.
In month two we mailed 267226 consumers after deduping and cleansing the database as much as possible. Delivery rate was 83.61%. (Not bad on a database that hadn’t been touched since 2006). Unique opens were just under 20 000 consumers. We then used the data from the ezine to again cleanse the database.
In month three we mailed a clean 224 472 consumers and achieved a delivery rate of 97.32%. Unique opens held at just over 16% with total opens around 49 500.
In conjunction with the ezine we developed a blog as the ‘landing page’ for the ezine articles which would allow for future expansion and segmentation as well as linking the clients other websites and driving traffic and therefore ranking of the primary site. Third party advertising and sponsorship was undertaken and interested parties contributed content in return for links. The blog itself returned over 8500 new visitors in the third month!
Using Google Analytics we are able to adapt our content and style to suit consumer’s preference and track where they are coming from etc etc.
The next stage of development would be a social media campaign and article seeding on the web to bring unique traffic from other sources than the ezine as well as development of a further site offering an open end user configuration with the property arena. This is all in development and is an ongoing project.
Website copy
Writing for the web is not as easy as writing hard copy. The writer has to work with keywords that allow for maximum search engine optimisation without making the reader feel that the copy is fake i.e. loaded with keywords to gain ranking. Now, thank goodness, Google has taken this issue seriously and is pushing for enriched, unique and well written content.
A good web writer will know how to maximise the copy for search engine optimisation without compromising the content.
This client is a specialist intellectual property attorney who had an existing website but needed a fresh approach. Consumers are savvy these days and legalese withstanding , they want to be spoken to in a friendly, understandable manner. With the right creative concept and easy to read and understand content their website has a better chance of engaging those consumers in need of their services.
This is a project in development and we will post developments of the online campaign as they happen.
Online content
www.whitesharkprojects.co.za
The client had a website but felt it wasn’t punchy enough for their core audience and they wanted a total revamp. We rewrote the copy and suggested a daily blog of their adventures along with a ‘twitter’ campaign and ezine to all their previous guests.
www.findfrenchlawyers.com
This client is always looking for interesting legal topics to attract interest.
www.law-us.blogspot.com/2009/01/losing-faith-in-system.html
This client uses our FREE article service on www.ezine.com to trawl for articles on topics they wish to embed in their site/blog.
http://fanagalolingo.co.za/author/janev/
I write online content on travel and tourism for this blogsite on a regular basis offering syndicated articles.
Glossy Magazines
FEMINA MAGAZINE
A forty plus women’s glossy magazine in South Africa requiring articles and tips. I write unique content articles to brief and syndicate them via Twitter and other social apps.
http://www.mortgagemag.co.za A financial services glossy all about bonds and mortgage trends. I write unique content articles to brief and syndicate them via Twitter and other social apps.
For more examples please see our case studies at http://wp.me/pkXGE-8B
