Enigma specialises in exhibition marketing, event branding and office interiors. The website did not have any coverage on the major search engines and especially Google. The goal was to increase visibility on search to boost phone enquiries from the Web as well as promote engagement from social media via an integrated content marketing campaign.
After an in-depth site review and keyword analysis we came up with a simple but effective strategy:
As the site is non-transactional, we set up phone tracking analytic with on-line reporting integrated into Google Analytics. This meant that all calls coming from online would be logged per phone extension and by channel (search, PPC, social, etc.). This would give us conversion rates per sales person and directly show us if our goals were being achieved. Other reporting metrics such as blog traffic, new followers and new users engagement were also used to assess content and social marketing strategies.
We then implemented a keyword campaign on search engines focusing on the main business area the company specialises in within days as fast coverage was needed due to seasonality of the business.
With on-going campaign management and keyword review, the company achieved a 30% increase in monthly calls with a 2.5% conversion rate (from clicks to calls). Users engagement from social and other referral sites also improved significantly.
We had never used Internet search advertising as a marketing tool before, and ebizpromotion came up with an effective strategy, which fit our budget. The objectives we set were achieved within 3 months and then exceeded our expectations. Ben McMahon - Director