Content Management Case Studies
In this social media marketing example the client is a media house that was looking at new ways to extend their media offering and capture consumer data on the property market to use in their media campaigns for their clients in the property/construction arena.
Data Capture with Social Media
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.
Ezine/eshot to capture updates
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.
The Business Blog
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!
Intellectual Property Lawyers and a new website
SEO copy writing
Writing SEO copy 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.
Social Media for Intellectual Property Attorney
This client is a specialist intellectual property attorney who had an existing website but needed a fresh approach. They also needed more traffic to drive new business and the SEO on the current site wasn't working for them. There was no social media component to their sales and marketing strategy.
Website Optimised Copy
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. My task is to make the SEO copy read in a manner that appeals to the reader as well as to search engine spiders.
Website and Social Media SEO
The positioning of the company was brought into line with the overall marketing strategy and we began by delivering new design for corporate literature, website and brochure. All the web copy was search engine optimised and the META tags correctly applied on each page. Backlinks were added to relevant landing pages.
Pay Per Click Advertising
A PPC campaign was launched using optimised landing pages on the website via Google. We have now started a Facebook PPC campaign to complement the original PPC campaign and increase leads for the sales team. This has yielded good results to date and spend has increased accordingly.
Training clients in social media
We then began educating the client in the use of social media to support their new business drive.
This is a project in development and we will post developments of the online campaign as they happen.
Article Campaigns and Distribution
Articles about your product or service can be widely used and attract traffic you wouldn't normally reach. The online distribution of articles is an art your social media consultant should be familiar with. Articles can be cut to form blog posts or extended to use as online press releases. When coded correctly, an article can be tracked in terms of where it has been used online and, by applying simple data collection you can build your own database of publishers.
If you'd like to talk about how social media marketing can help your business grow, email me to arrange your FREE consultation.
