The ultimate goal of a content marketing strategy is to drive a profitable customer action through generated content.
In order to achieve a successful content marketing strategy, it’s vital thorough online behavioural research is conducted to analyse and prepare the delivery, channels and timings of a well-planned campaign. Identifying industry keywords and phrases together with assessing peaks in search volume and trends, provides the greatest chance of success.
Our client, CLEVR Money, is a not for profit savings and loans co-operative. The credit union is based in Blackpool providing affordable loans and responsible savings products to its members. Launched in 2009 CLEVR Money now serves over 4,900 members in the area.
1. To increase the number of users visiting the website
2. To increase the number of Christmas loan applications during the seasonal period
Creating Quality Content
Quality content must be original, purposeful and optimised to reach a targeted consumer. Creative, innovative and inspirational content is key to engage and encourage a view, read and share.
Using on-page SEO techniques are vital to maximise the reach of any quality content produced. Through effective optimisation, the content drives higher search engine ranking and increases visibility in the organic, unpaid, search engine results.
The success of an email campaign is driven by the structure, formatting, creativity and delivery of the content. The measurement of a successful campaign is engagement with a targeted ‘call to action’.
Social Media Publishing
Sharing quality content across social channels while applying a purposeful approach not only places timely, key messages in front of followers but also increases the digital footprint, further boosting optimisation and search engine ranking as a result.
AsOne had one key objective; to increase the number of loan applications submitted via the company website. Our campaign, though over a short period of time, produced an impressive 372 new applications with an 18% increase in accepted loans; demonstrating our campaign reached and engaged an appropriate target audience.
Applying a digital strategy across multiple disciplines proved a successful approach gaining significant increases in website traffic and engagement.
Total Unique Website Users
Total Unique Website Users
|Total Organic Searches||Christmas Loan Page – Page Views|
Total unique website users increased by 116% (September vs December)
Total Organic Search traffic increased by 149% (September vs December)
The top performing blog over the period received 2,296 page views
18% more Christmas loans accepted comparing the 2018 & 2017 periods
600% more new loan applications were made comparing the 2018 & 2017 periods (372 vs 62)
AsOne have a wealth of experience in creating successful content strategies, working with clients across multiple sectors. If you’re looking to improve your website traffic, conversion or revenue, talk to the team at AsOne and learn how your enquiry can become our next success story.
It is one thing having a well-designed and fully functioning website, but without giving sufficient focus to your acquisition channels, this effort will have been in vain. Traffic generation can focus on one, or a mix of different channels, While the primary goal is often on simply generating high volumes of traffic, it is also sensible to invest time thinking about how to attract the right type of traffic.
Higgins Miller is a leading Stockport firm of solicitors specialising in family law. Founded in 2010, Higgins Miller today offers the full range of services within family law, covering everything from adoption and special guardianship through to wills and probate.
Mark and Sarah initially approached AsOne with the task of creating an online identity for their new practice, which stressed the caring, social, approachable characteristics of the firm. Upon completion of the website, the brief included a foundation marketing strategy to springboard the website and the new practice onto the web.
The main aim of the campaign was to humanise Higgins Miller, portraying the individual lawyers in the organisation as people who will listen, understand and provide advice, rather than simply formal professionals.
The humanisation strategy allowed us to take into account the different personalities of the legal professionals and target ads that mirror this personality.
A key element of this campaign is understanding the user habits of the prospective client. Understanding Higgins Miller clients and how they interact with their website allowed us to tailor the content. Facebook allows us to speak in a formal yet relatable tone, which is relevant to our objective of humanising this organisation.
As Facebook represents a safe space for the customer, the humanistic approach works well to help place Higgins Miller into the customers’ subconscious.
The strategy yielded significant results across the site including:
Whether you have a new site or have taken the conscious decision to grow your business, thinking strategically about the best channels to acquire new customers is key. By avoiding the temptation to chase after quick fixes, and taking the time to really understand the needs and interests of your target audience, you can build a strategy that will help your business to grow sustainably over the long-term.
Social media is an excellent channel that allows you to interact directly with your customers and target advertising at only the most appropriate potential clients.
For more information on how this could apply to your business don’t hesitate to get in touch.
Email marketing is a tried and tested method of delivering the right message, at the right time to your target customer. It is widely used by businesses of all size as a way to keep in touch with existing and potential customers, and offers significant value where used correctly.
The benefits of email marketing can range from simply brand awareness, all the way through to direct opportunities to upsell and cross-sell.
Todaysure Matthews is a subdivision of Matthews Environmental Solutions US, a multi-billion dollar company. They currently operate globally and have installed operations on 5 continents. As a world leader in cremation and incineration equipment, they are uniquely positioned to ensure market capitalisation in key areas such as the European Union, United States of America, Middle East & Australia.
The goals for the email marketing campaign were twofold;
To achieve the campaign goals, we focused on sending one email message per month on an array of different topics to Todaysure Matthews target customer base. Each month we worked with them to craft a relevant and attractive message.
Throughout the campaign we employed the following techniques:
The results of the email marketing campaign speak for themselves, with significant additional revenue generated in a short space of time:
A clear KPI of generation of revenue was achieved from a customer who our client thought was dormant. The customer upon reading an eShot sent by AsOne placed an order worth £500k+ and outlined the power of email marketing at its finest. Through the use of targeted messages, segmentation and strategic placement we were able to inspire a customer into action and convert them into a paid order.
Email marketing has several key benefits that could help you to achieve your business goals. Sending targeted messages, with strong calls to action to your potential customers, has been shown to yield one of the highest returns on investment of all marketing channels.
If you’d like more information on how we could make this work for your business, don’t hesitate to get in touch.
Clicks are a key indicator of a paid campaign’s performance. In simple terms, if there are no clicks there are no sales to be directly attributed to the paid campaign.
All campaigns receive clicks but in order to be successful, it’s vital that the clicks you receive are relevant. A relevant click represents the alignment of an online advert with a users search. These aligned users come onto the website with the intent to learn more with the potential to purchase. In order to receive relevant clicks which lead to conversions, online adverts need to be clear and not misleading. If you claim to be offering something in an advert but don’t reflect these offerings on the designated landing page, users are likely to leave the website without a purchase and their perception of the brand will be negative.
Higgins Miller is a leading Stockport firm of solicitors specialising in family law. Founded in 2010, Higgins Miller today offers a full range of services within family law, covering everything from adoption and special guardianship through to wills and probate.
To increase the number of relevant clicks, increase conversions (filling out a contact form on the website) and reducing poor performing keywords on the Google Ads platform.
In order to continue to increase relevant clicks from users on the Higgins Miller Google Ads account, it’s vital to continually reevaluate the account’s position. The main areas to analyse are the current bidding, the average positioning of adverts, quality scores and the competition’s adverts. Targeting these specific areas gives us the ability to improve relevant clicks across the account.
By identifying lower performing areas of the campaign we were able to put changes into place.
1. Adjustments were made to bidding on high performing keywords
2. Quality Score components were amended to improve average ad positioning
3. Localised keywords were added alongside new adverts to avoid highly competitive keywords and larger competing firms.
Clicks rose by a massive 108% comparing month one to month two
Overall Conversions rose 85%
This worked out at £17.70 per acquisition
CTR (Click Through Rate) rose by 37% from 2.7% to 3.7%
The stats above show how continual improvements to a Google Ads account can generate fantastic results. Clicks rose over 100% which was massive! Not only do we see the number of users entering the website drastically increase through clicks but conversions also saw a huge rise. This rise in conversions reflects the relevancy of the adverts and alignment of the users demand with our provided service.
Overall these stats show how the adjustments AsOne made not only increased the number of clicks but also increased the number of users clicking with intent (shown by the increase in conversions).
The best thing is these stats were achieved without an increase in budget!
If you have an existing Google Ads account but are seeing costs increase, conversions fall or click-through rates plummet, AsOne has a wealth of experience in improving existing paid marketing campaigns for clients across multiple sectors.
If you’re new to Google Ads and you are looking to implement a campaign it can be a fantastic tool to boost sales, however, without experience in the field, it can be a costly experiment.
Here at AsOne, our experts are on hand to take the stress of setting up and continual management of Google Ads away. Contact our team today and find out how we can help with your Google Ads and make your business our next success story.