Applying historical data insight to refine keyword targeting, we ran Ad creative and Ad copy unit tests, then made sure adverts appeared with the most compelling messages at the right time and date.
A strategy was created for both websites so that they would appear in search results when their target audiences searches for services related to what they do. To create the strategy we produced a range of audits on different aspects of their businesses, including websites, competitors and the market in general. From this we determined the best information to use when marketing the websites.
Local-focused content was created by our in-house content writers and used on the website, but also utilised on location-based directories and services such as Yelp and online Yellow Pages to improve Link building and exposure.
- Keywords / Pages
- On-page optimisation
- Internal linking strategy
- External Link-building
- Location SEO
- Mobile SEO
A campaign of social advertising and retargeting was launched to reiterate different messages at different stages of the user journey.
We began regularly posting relevant content on their websites to attract attention, engage the reader, and link to related products.
New email templates were designed and built into the email delivery platform.
A range of analytical tools pull in relevant data on each channel which is used to run multi-variant testing on weak touch points to improve conversion.
As the campaign runs we pick up more and more insight allowing us to evolve the campaign, from learning what messaging drives conversion, to finding out which UX layout, or content leads users to stay on the page longer.
When trying to develop a user centric digital model, every touch point has to be aligned with the consumer and this starts with good creative, layout and UX.
This can be simplifying the number of options, focusing users attention on the key features. By breaking down the different audience types, researchers, first time applicants, repeat buyers, looking for a studio etc we can then make these incredibly simple to use. By tracking specific points around the site, we can see the user flow around these areas to see which is working well, and where improvements can be made.
By watching these figures daily we build up a good model of how people are using the website, and through constant minimal improvements along the user journey we create significant improvements at the end of the sales funnel.