Marketing Case Study / Gradwell
Digital & Social Media Marketing
| Client | Gradwell / www.gradwell.com |
|---|---|
| Objective | Increase sales generated by digital marketing by 20% |
| Quick Facts |
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Gradwell is an internet services company, providing internet telephony, hosting, broadband and email services to UK small / micro businesses.
As part of a drive to increase revenues and profitability, targets had been set in the overall sales & marketing strategy. From a digital marketing perspective this translated into a need to increase both the volume of traffic to the website, and then to increase the percentage of those visitors who entered the sales process.
The previous digital activity had focussed almost entirely on Google Adwords, and had been successful at generating a high level of traffic - particularly against highly technical search terms, but conversion was disappointing. Furthermore, with a growth strategy looking to increase appeal beyond the highly technically literate, an approach to generating traffic from the wider business community was needed. Having worked on a website redevelopment to enhance the appeal to this audience once they reached the site, the attention turned to driving these people to the site in the first place.
We worked with Engage Digital to review and tighten the back-end analytics. This included adding appropriate goals and funnels to assess the progress that people make through the sales funnel online. We also introduced tagged telephone numbers to track web visitors that became inbound telephony enquiries.
So, with the site more appealing and the tracking in place, we then appointed NikkiPilkington.com to assist with the following key activities:
- Search engine optimisation for improved natural search returns against more business-like terms, rather than technology terms.
- Google Adwords management to improve conversion rates from paid traffic.
- Article marketing to increase general awareness, provide SEO-rich content for the website, and content for PR activity.
- The addition of a monthly PG's Tips article, giving customers and prospects handy hints on getting the most from Gradwell products and services.
- Community building, looking at LinkedIn and other appropriate B2B social networks.
In addition to the work undertaken with Nikki's team we also introduced a company Twitter feed, integrated into the website, which has been growing at about ten new followers per week. We also advised a monthly affinity offer, which Gradwell has successfully implemented with Moo.com and Kashflow.co.uk.
As part of the overall digital strategy, the email communications with customers has also been improved. Gradwell now distributes a monthly eNewsletter informing customers of helpful support articles and videos, as well as new products and offers.
The digital programme that we advised, has worked with the budget that was previously spent on Google Adwords alone. With the smarter integrated approach the digital marketing is credited with generating the lion's share of the 100% increase in inbound enquiries seen in the six months since implementation, as well as on-target increases in online sales conversions.
This project was undertaken as part of a 12-month marketing transformation programme for Gradwell. Hear Peter Gradwell, MD, talk about his experiences in this 3-minute video »
