Method Marketing recently worked with a local financial services company in Norwich. The business provides a wide range of both personal and commercial advice for individuals and businesses in East Anglia.
The Background
The financial services company in question had a small marketing team and was about to undergo a major brand refresh and website redesign, while business continued as usual.
The company was keen to raise brand awareness throughout East Anglia, while improving rankings for competitive search terms and growing sales figures for key products.
It also sought to maintain its high retention rates by engaging with existing clients on a regular basis.
The Solution
- Audit current activity
- Identify content marketing opportunities
- Write new content & improve existing pages
- Seek PR opportunities
- Manage social media across Twitter, Facebook & LinkedIn
- Secure backlinks
- Launch monthly enewsletter for new & existing customers.
A content marketing strategy and content marketing plan was delivered to streamline the activities of the marketing team.
The strategy focused on differentiating the company from its competitors, building on trust, personal relationships and customer experience.
Tactical activities were then mapped out on a comprehensive planner, allowing content production to be carefully managed.
Throughout the execution of the plan, Method Marketing worked with a number of external copywriters, photographers, printers and agencies.
Read more: Hatch Brenner Case Study
The Results
- Increased the number of users visiting the News section of the website by 105%.
- Increased organic traffic to the News section by 52%.
- Increased the number of new users by 81%.
- Ranked in high positions for key search terms.
- Secured 85 press mentions.
- Increased LinkedIn followers by 25% and tripled engagement rates.
- Increased Twitter followers by 52% while maintaining engagement rates.
- Achieved an email open rate of 40.5%, with a CTR of 11%.
The impact of the content marketing strategy and plan were evident within a matter of months. Goal and eCommerce tracking were not available for the site, but anecdotal data shows an increase in sales and profits during this period.